BMW : “ THE ULTIMATE
DRIVING MACHINE ” AS A
GLOBAL LUXURY MARKETING
STRATEGY
PRESENTED BY : HARSIMRAN SINGH,
VIDUSHI JAIN, DARSHIKA JAIN, DEEPALI
NARVERIYA, JATIN JAIN, ANUSHKA BAJPAI
BAYERISCHE MOTOREN WERKE Gmbh.
[BMW]
The tagline of BMW is “The Ultimate Driving Machine ”.
The BMW Group aspires to be the most successful, most sustainable
premium
manufacturer for individual mobility.
The company was founded in 1916 as a manufacturer of
aircraft engines,
which it produced from 1917 to 1918 and again from 1933 to 1945
creating engines for aircraft that were used In the Second World War.
The companies automobiles are marketed under the BMW, Mini and
Rolls-Royce brands, and motorcycles are marketed under the
BMW Motorrad brand.
BOARD OF DIRECTORS
OLIVER ZIPSE
Chief Executive Officer Of BMW
VIKRAM PAWAH
CEO Of BMW Group India
THOMAS DOSE
Managing Director of BMW Group Plant
Chennai
KATHERIN FRAUSCHER
Managing Director of BMW Financial
RECENT NEWS
MARKETING STRATEGY
EMOTIONAL BRANDING:- BMW has successfully created a strong emotional
connection with its target audience, establishing itself as a leader in the luxury
automobile market.
FOCUSING ON INNOVATION:-BMW's innovation-focused marketing
strategy highlights technological advancements, sustainable mobility, and
exceptional design, differentiating the brand and appealing to tech-
savvy customers.
MULTI CHANNNEL MARKETING APPROACH:-BMW's multi-channel
marketing approach integrates online platforms, social media, events, and
dealerships to create a seamless brand experience, engaging customers
across touchpoints.
DIGITAL INNOVATION AND ONLINE PRESENCE:-BMW's digital
innovation strategy leverages online platforms, social media, and immersive
experiences to engage customers, showcase products, and provide
personalized services.
ENVIRONMENTAL INITIATIVE AND SUSTAINABILITY:-BMW's
"Sustainable Value" strategy prioritizes eco-friendly production, electric vehicles,
and reduced emissions.
PRODUCTION STRATEGY
BMW's recent production strategy is called iFACTORY, which is
based on three pillars: lean, green, and digital. The strategy
aims to make BMW's production more efficient, sustainable,
and digital. Here are some of the key elements of BMW's
iFACTORY strategy:
• DIGITALIZATION
• BMW uses digital tools like artificial intelligence and data
science to streamline operations and improve efficiency. They
also use digital twins and virtualization to create new
• CIRCULAR ECONOMY
• BMW is using the circular economy principle to reduce the
depletion of raw materials and emissions. They are
increasing the use of secondary materials in their vehicles,
and recycling raw materials from end-of-life vehicles
• ENERGY EFFICIENCY
• BMW is using CO2-free electricity and avoiding fossil
fuels. They source electricity from renewable sources
worldwide.
FINANCIAL
• STRATEGY
Strong growth
• BMW expects to see solid growth in deliveries in 2024, with a slight
increase in demand, new model launches, and more fully-electric
vehicles.
• Share buyback
• BMW's second share buyback program started in July 2023 and will
continue until at least December 2025.
• Financial targets
• BMW's financial targets for 2025 include:-
• EBT margin for the Group of more than 10%
• EBIT margin for the Automotive segment of 8–10%
• Return on capital employed (RoCE) for the Automotive segment of at
least 18%
DISTRIBUTION CHANNEL
Conclusion
Bayerische Motoren Werke AG, or BMW, is a German multinational
corporation that produces luxury vehicles, motorcycles, and engines. The
company was founded in 1916 as a manufacturer of aircraft engines and
later expanded into motorcycle and automobile production.
BMW’s target audience is typically affluent individuals who value luxury,
performance, and innovative design in their vehicles.
BMW maintain its position in a highly competitive market by implementing
effective marketing strategies.
BMW Group India has seen strong sales in 2024, including: First half of 2024:
BMW Group India sold 7,098 cars and 3,614 motorcycles. January–September
2024: BMW Group India sold 10,556 cars and 5,638 motorcycles, a 10%
increase from the same period in 2023. Year to date 2024: BMW Group India
has seen record year to date sales with 10% growth.
BMW has reported a net profit of €476m ($508.73m) in the third quarter of
2024, an 83.8% drop from €2.93bn during the same period in 2023.
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