Bmw Marketing Mix

2115 WordsNov 14, 20129 Pages
History: The origins of BMW trace back to 1913 when Karl Friedrich Rapp, who was a Bavarian(well-known engineer in a German aircraft company in Munich. The company specialized in airplane engines. But it was a problematic area. He had a financial difficulties and decided to form new company owners Franz-Jozef Popp and financier Camillo Castiglioni and relaunched Motoren Werke and because Rapp was Bavarian there was a new name Bayerische Flugzeug-Werke (BFW) was formed after a short time the name was changed to BMW and from the beginnig they started to produce airplane engines. At the beginning of the 20´s BMW slapped their logo, which is unchanged until today. After the 2.world war the treaty of versailles prohibited BMW to switch to…show more content…
BMW Brand - "The BMW brand stands for one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality." MINI Brand - "The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted, spontaneous and in every respect something out of the ordinary." "For over 100 years, motor cars of the Rolls-Royce brand have stood for truly outstanding engineering, quality and reliability. The BMW Group is the world 's leading provider of premium products and premium services for individual mobility." Focus: he concept of premium will be increasingly defined through sustainability in the future. BMW, like no other brand, will still stand for vitality and driving pleasure in the future. But it will also represent efficiency and environmental friendliness. ..We have introduced our fuel-saving technology, Efficient Dynamics, as a standard feature in all series. It uses start-stop technology, brake-force energy recovery and other methods to drastically reduce fuel consumption, while at the same providing more power. We call this “Sheer Driving Pleasure 2.0. MARKETS OF BMW The main markets for BMW automobiles have been in Europe, the USA, Japan and the Pacific region, with the markets of Germany and the US accounting for almost half the total car sales. Important markets have also been the fast-growing UK, and the Italian, French and Japanese
Open Document