Launching the Bmw Z3 Roadster

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In the mid 1990’s, BMW decided to launch a new vehicle titled the BMW Z3 Roadster, its first car to be manufactured in North America. BMW wanted to capitalize on the decline of the motorcycle market with a roadster sports car that was targeted at driver excitement and “emotional fantasy” for drivers. The Z3 initiative provided the important opportunity to increase market share and build a stronger brand connection with Americans. Its success would influence how Americans related to all BMW products moving forward, shaping overall brand strength across market segments. The Z3 Roadster launch also needed to be done with the context of BMW’s redesigned 5 series and their role as the “official international automotive sponsor” of the 1996…show more content…
Our recommendation is to use an even combination of traditional and non-traditional marketing in the next phase. BMW should use traditional marketing such as T.V. and print advertising to continue to promote their quality reputation that the Z3 was born into. They should use the brand equity the Z3 is building in the U.S. as a gateway for selling other models to Americans such as the redesigned 5 series. Non-traditional methods should remain a part of the mix to sustain the positive buzz created in the first phase and compliment their Olympic sponsorship by utilizing the excitement of the games. An example would be endorsements from popular Olympians featuring the similar characteristics shared with world class athletes and the Z3, such as speed and performance. They can also use non-traditional methods to maintain contact with consumers and put a positive spin on the lack of product availability by running a contest to win a new Z3 when they arrived. In addition, an increased global vision is needed for BWM to gain popularity worldwide and increase global market share. The second phase should consider ways that the U.S. Z3 strategy can be incorporated into other markets in the future.
Today, BMW North America is currently looking for a new ad agency and is focusing on TV and social media to promote new and redesigned vehicles. Their marketing team reported in February that their budget break down would be 68% for national TV, 8% for local TV, 15% for
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