Promotional Mix and Activity of BMW Group

BMW

Table of Contents
TASK 1............................................................................................................................................3
INRODUCTION....................................................................................................................3
Background of the Topic........................................................................................................3
Promotional Mix and Activity of BMW Group.....................................................................5
TASK 2............................................................................................................................................9
Model 1: AIDA model of Promotion Mix..............................................................................9
Definition of AIDA model.....................................................................................................9
Application of AIDA to BMW.............................................................................................10
Evaluation of effectiveness...................................................................................................10
Model 2: Communication model..........................................................................................10
Definition of Communication Model...................................................................................10
Application of Communication Model to BMW..................................................................11
Evaluation of effectiveness...................................................................................................12
REFERENCES..............................................................................................................................14
Books and Journals...............................................................................................................14

TASK 1
INRODUCTION
Background of the Topic
Bayerische Motoren Werke AG or commonly called as BMW is a group which is working
as manufacturer of luxury cars and acting as a multinational large scale organisation. The
operations of BMW are divided in 4 different market segments that tend to produce automotive,
motorcycles, provide financial services and produce spare parts accessories and mobility
services. They are (Graf and et. al. 2020) working as both manufacturers and suppliers who
assembles the spare parts and manufactures cars and automobiles under the tag BMW. The
employability of employees is very huge at an approximate of over one lakh employees as they
offer a wide variety of services. It is a luxury brand which is working in satisfying the needs of
rich class individual. The annual report of BMW shows that they have delivered an approximate
of 9.2 % in automotive market. As the BMW is large scale organisation, it is listed as a plc. on
London Stock Exchange. BMW is considered to be the world’s twelfth largest producer of
motorcycles and vehicles. The automobiles which are marketed under BMW can be seen as Mini
Rolls-Royce and motorcycles with the brand BMW Motorrad. The company BMW specialises in
producing touring cars, sports cars and Formula 1 cars. The organisation BMW is headquartered
in Munich and execute its operations in Germany, Brazil, China, India, South Africa, the United
Kingdom, the United States and Mexico. They hold a lot of equity shares. The prices of the
products and services delivered by BMW group is generally very high and is affordable only to
those who prefer luxurious (Hu and Yuan 2018) services. Looking to this the prices are very high
which makes revenue also high and increase the annual turnover to many folds.