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MARKET PROFILE FOR 7 – SERIES September 2009 BMW in India BMW opened its 1 st assembly plant at Chennai in India in March 2007 BMW has the following.

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Presentation on theme: "MARKET PROFILE FOR 7 – SERIES September 2009 BMW in India BMW opened its 1 st assembly plant at Chennai in India in March 2007 BMW has the following."— Presentation transcript:

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2 MARKET PROFILE FOR 7 – SERIES September 2009

3 BMW in India BMW opened its 1 st assembly plant at Chennai in India in March 2007 BMW has the following products in its Indian stable: 3 Series 5 series 7 series X series Each having variants in engine capacity, petrol and diesel BMW established its Indian headquarters at Gurgaon, Central parts warehouse in Mumbai and has 13 dealers all over India BMW has lately unveiled the 5 th generation of its flagship in India with the launch of the all – new 7 series This will be available in 3 variants 730 Ld 740 Li 750 Li

4 7 series product category and market segment Luxury Status symbol Exclusivity The target market for the 7 series would primarily include: Urban India House-holds with disposable income of more than Rs. 12 lacs/ annum Owns mostly a segment D/E car, that is, a premium/luxury salon like a Honda Accord, Skoda Octavia etc. Resides in 'posh' localities Brand conscious Indian Product category

5 UBPs of 7 series High need for distinction Business identity Technological advancement Brand After sales support and service Ergonomics Classification of Indian luxury consumer Purchaser of superior functionality and high quality Emotional choice maker Logical choice maker Indulger (feel good)

6 Competition in Indian markets The BMW 7 series has 3 arch rivals eying the same target consumers in India Other potential sedans competing in this segment in the near future Audi A8 Mercedes S -Class Porsche Panamera Jaguar XJ Bentley Continental

7 Primary attributes identified in competition Tranquility on wheels Design: Fusion (Contemporary + Modern) No offence to anyone Innovative technology Masculine Imposing/ Menacing appeal Spacious leg room Elegance Subtle Text book styling (Right beef at right places) Respectful 1 st look stunner Audi A8 Mercedes S -Class BMW 7-Series

8 Brand Aspirations in India Automobile brand aspirations for age group 22 – 27 years

9 Brand Aspirations in India Automobile brand aspirations for age group 50 – 65 years

10 Indian target audience The Household Income Survey by the National Council of Applied Economic Research says that by 2010, there will be 140,000 households with an annual income of more than Rs. 1 crore i.e. 10 million USD. There are over one million luxury customers in India and this figure is expected to triple by 2010. The BMW 750Li is currently priced at Rs. 93,30,000/- (ex showroom)

11 Advertising and Promotion Advertising and promotion PRINT

12 FILMS

13 INTERACTIVE WEBSITE

14 BILLBOARDS

15 CROWD PULLERS

16 Task Task: Development of a Powerful CRM. To encourage Interested users and potential buyers (Hot Leads) as they consider making a purchase. Strategy: An unsolicited, personalised print brochure is sent by mail to hot leads after they have configured a BMW 7 Series online. Each brochure is unique. Execution: The BMW 7 Series online configurator supplies the contents of the personalised brochure Including images and information of the vehicle which are also there in the print brouchre Direct mailers

17 Dealer Network in India

18 CBU Distribution Local Dealer German Headquarters Factory Finished Product Warehouse Shipping back to dealer Consumer placing order

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