Promotional Activities by BMW: Marketing Strategies and Theories

PRINCIPLES AND
PRACTICES OF
MARKETING

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Task One: Promotional activities by BMW.............................................................................................3
Task Two: How marketing strategies have been implemented effectively with the help of theories.....14
CONCLUSION.........................................................................................................................................16
REFERENCES..........................................................................................................................................17

INTRODUCTION
Marketing defines the activities that a company undertakes to encourage the selling and
buying of goods and services offered by company. Marketing includes various kinds of activities
such as selling, advertising, deliver products offered by the company to the customers or other
businesses in the form of exporting the items (Whitler, 2019). The primary purpose of marketing
is to confine the concentration of under fire market, influence a customer to purchase the product
of organization and providing customers with specific services in order to satisfy their needs and
wants.
BMW is a German multinational corporation which delivers their services in the form of
luxury vehicles and motorcycles. The company is headquartered in Munich and produces
vehicles in Germany, India, China, South Africa, US, UK and Mexico (Papasolomou, 2021).
This report will illustrate the concept of marketing practices as well as promotional
activities of BMW at various platforms such as stores, offices, external spaces, digital platforms
and through third parties as well. Apart from this, the study will also highlight marketing theories
with which the company operates within the market space in order to sustain their competitive
image in front of other companies.
MAIN BODY
Task One: Promotional activities by BMW
BMW implemented different marketing strategies in order to attract more and more
customers towards their business activities. The company sells their vehicles to different
socioeconomic segments specially giving emphasis on the premium or upper class segments. The
success of the organization in terms of global marketing strategy is that the company sets
attractive products ranging from 3 to 7 series that helps the company to become in for front.
BMW is clear about its targeting (Schetter, 2018). The company only target the premium priced
cars and does not try to compete in various other segments which include the economic range of
cars. It avoids dealing in high volume market and strictly focuses on luxury sector only. In order
to maintain the image of the company within the society, the organization tries their maximum to
attract their existing as well as newly targeted customers through various promotional activities.
The activities used to attract customers through facing the customers from company stores,
reception area or offices are includes:
 In-store display merchandising: It is a kind of visual merchandising which includes
everything from front store display and product display. BMW display their highest
demand cars or vehicles at their stores. The company displays their product in stores in a

way which attracts or draws attention of their customers. This kind of activity includes
putting latest and fastest selling cars or motorcycles in the centre of the stores.
Figure 1: In Store Display
Source: (Carwow, 2020)
 Curb side displays: BMW uses curb side display strategy in order to promote its vehicles
to their target market. Though the organization is for the premium or luxury sector and
does not require such kind of activities to attract the customers towards them, but still at
the time of promotional campaigns, BMW uses such kind of activities as well (Houston,
2019).
Figure 2: Curbside Display
Source: (Carbuzz, 2021)
 Staff: The staffs of the BMW stores at the shops as well as reception area are well trained
in advanced sales techniques and know the entire inventory i.e. vehicles very well in