1. MARKET PROFILE FOR
7 – SERIES
September 2009

2. BMW in India
BMW opened its 1st 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 5th 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

3. 7 series product category and market segment
Luxury
Exclusivity
Status symbol
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

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

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

6. Primary attributes identified in competition
BMW 7-Series
Audi A8
Mercedes S -Class
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
1st look stunner

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

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

9. 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)

10. Advertising and promotion
PRINT

11. FILMS

12. INTERACTIVE WEBSITE

13. BILLBOARDS

14. CROWD PULLERS

15. Direct mailers
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

16. Dealer Network in India

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

18. Thank You