Principles and Practices of Marketing

Principles and
Practices of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1 ...........................................................................................................................................3
Background of a company......................................................................................................3
Promotional mix and activity of BMW..................................................................................4
TASK 2..........................................................................................................................................13
Model 1 (AIDA)...................................................................................................................13
Model 2 (Communication model)........................................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES .............................................................................................................................18

INTRODUCTION
Marketing is a broad term that is used by the companies to promote there products and
services. This includes certain practises like research, designing and development of products
and services, promotion strategies and customer satisfaction. Principles of marketing is made up
of many business majors (Kishor and Ramanaiah, 2017). Marketing involves all activities that
are conducted to prepare for sales. Marketing mix is a factor of marketing which involves
analysis of demand of product in a market. It also helps the company to understand the
requirements of customers so that they can work on the products or services accordingly as per
the requirements of customer. BMW (Bayerische Motoren Werke AG) is a multinational
corporation which produces Luxury vehicles and motorcycles. It was founded in the year 1916.
Now it is operating in all over the world. There are about 1,33,778 employees are working in a
company currently. This report covers promotional activities that helps the company in attracting
customers. This can be done through via digital platforms, carious custom,er touch points and
through external spaces. This also covers various marketing theories of promotional mix applied
in a company of BMW and evaluation of effectiveness of these tactics.
MAIN BODY
TASK 1
Background of a company
BMW is a German multinational corporation which produces various luxury vehicles and
motorcycles. Company was founded in the year 1916 by Camillo Castiglioni, Franz Josef popp
and Karl Rapp. Company has produced more than 2,564,025 vehicles till now. And there are
about 133,778 people in the company working currently. It is served in all the world. It is a
public limited company which is owned by shareholders. Auto-mobiles are marketed under the
brand BMW, Mini and Rolls- Royce and motorcycles are marketed under the brand BMW
motarrad (BMW CARS, 2021). In the year 2015, company was world's largest producer of motor
vehicles. Company has a headquarter in Germany and is now operating in various countries like
Brazil, china, United kingdom, India and Mexico etc. company has overall revenue is about
€104.210 billion. It deals in the products like cars and motorcycles. This company is considers as
automative industry.

Promotional mix and activity of BMW
Promotional mix is a tools that are used by business to create, maintain and increase the
demand for goods and services. It is a integration of advertising, sales promotion, public
relations, personal selling and direct marketing. This is done by every company or organisation
to have balanced of these promotional tools and techniques. Because it is most effective way to
inform customers about the product or services launched by the company (Askelson and et.al.,
2015).
 Advertising: Advertising is the method of promoting a product or services produces by a
company. BMW applies very effective marketing advertisement in the market so that it
can attract more customers. It helps the company in increasing its sales and customer
satisfaction. And overall results in earning profit and revenues. Company uses different
platforms like Social media platforms such as Facebook, Instagram etc. this attract more
customers. It sometimes do campaign for the products based on superior technological
advantages, design and how it is meant for premium or luxurious people. Company
focuses on potential customers like premium people because company prices are
premium as compared to other brands. BMW has taken best print ads that can attract
more customers. It focuses on mainly rich people, because they have a only capacity to
purchase the products and that is the main attraction point of company. As it can only be
purchase by rich people ( von der Heidt, 2018). Company has various competitors such as
Audi, Mercedes ad Volvo etc. so for that it needs to perform its business and advertising
activities effectively and also by this it cam earn competitive advantage. BMW has a new
transparent logo which is realised towards a digital spare. BMW has a targeted audience
who are of upper class people, post moderns, upper conservatives. They do there
advertisements through social media sites or online websites and search engine
optimization.