An In-Depth Analysis of BMW's Price and Promotion Strategies Globally

This report examines BMW's global marketing strategies, focusing on its premium pricing approach and promotion tactics. BMW utilizes a premium pricing strategy, positioning its products as high-quality and luxurious to maintain a strong brand image. The company's promotional strategies involve aggressive advertising through various media channels, including online ads, TV commercials, and sponsorships of racing events and sports teams. The report also highlights BMW's active presence on social media platforms like YouTube, Facebook, Instagram, and Twitter for marketing and customer engagement. The report also covers the price points in different countries, and how BMW uses these strategies to maintain its market position and attract customers globally. The conclusion summarizes BMW's continuous efforts to innovate and provide a luxurious driving experience and the importance of its marketing investments. References and appendices with visuals for promotions are included.

Global marketing

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Price strategy
Price strategy of product
BMW is a Germany based manufacturing company. BMW is even identified to be one of the
high and luxury automobiles. BMW makes use of the premium pricing strategy as the
products are sold at a quality compared to the competitors. BMW competes with brands like
Aston Martin, Audi, Volvo, and Mercedes Benz. BMW’s premium pricing strategy assists in
its premium image. The company displays the quality and experience connected with the
product (De Mooij, 2018). The premium pricing is used to inspire favorable insight based on
the price alone. People are also aware that the product quality is already good and with the
strength of high cost, people anticipate that they are paying the price for a reason. The
premium price is generally above the standard market value in order to create a market
insight which brings revenue in the organization. The prices of the cars vary on the basis of
the model. BMW is not intended at everyone as the cars are more luxurious as compared to
other cars due to image and skill. Repair and normal maintenance is also quite expensive.
In order to maintain a position in the competitive market, BMW has propelled low priced cars
like BMW X1 which is the economic model of the company. BMW even provides loan
contracts and repayment procedures to assist those who wish to spread the cost (Gu, et. al.
2018).
Price points with each nation
BMW X1 BMW Z4 BMW 3 Series GTBMW X5 BMW X4 BMW X6 BMW 7 Series BMW 3 Series BMW X7 BMW 6 Series
India 51,764$ 95,588$ 69,117$ 1,07,352$ 88,250$ 1,35,294$ 1,79,411$ 58,823$ 1,44,117$ 94,118$
China 42,900$ 87,450$ 66,750$ 1,31,550$ 82,800$ 85,500$ 1,38,000$ 1,00,950$ 1,35,000$ 81,000$
US 37,395$ 50,695$ 41,245$ 61,695$ 51,445$ 64,545$ 87,445$ 41,245$ 74,895$ 71,295$
UK 30,049$ 45,651$ 40,055$ 70,897$ 54,397$ 54,009$ 85,565$ 40,055$ 88,947$ 54,009$
Nation

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BMW X1
BMW Z4
BMW 3 Series GT
BMW X5
BMW X4
BMW X6
BMW 7 Series
BMW 3 Series
BMW X7
BMW 6 Series
$-
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
$200,000
India
China
US
UK
Promotion strategy
BMW is a world-renowned brand and has been a robust advertiser of the products and related
categories. The promotions are a great part of the sales strategy of the company. The
promotional strategy concentrates on aggressive advertising by making use of media channels
such as online ads, TV commercials, print ads, billboards, etc. in order to generate regular
brand awareness. BMW even makes use of several slogans and commercials to endorse the
products. WCRS is the advertising assistance of BMW since 1979. The company invests a
great amount for cars in films. The company has been also sponsoring for the different racing
events and other sports actions. There are also several sports teams and rally competitors
which are promoted by BMW. The company has been a regular member in the several global
rally races for a extended time now. It has been also a effective team at F1 races on several
occasions (Fortunato, 2015).
BMW has also been a stronger candidate at Superbike racing category. After the beginning of
motorcycle developed in 1923, it has been vigorously contributing in several racing events.
Other than the contribution, BMW has been a main planner of these proceedings
internationally. BMW is a famous brand and comprises its own website, the product features
are defied on the internet on media along with the vehicle blogs. The new models of the
company like MINI or Rolls Royce have attracted a lot of media buzz. The brand sponsors
assists to a extensive range of civic, informative and cultural programs. There are several
charity programs which are assisted by BMW along with the NPOs as a part of the social
responsibility program. The social media in the current age has become a significant channel

Global marketing 3
of marketing for BMW. The company makes use of videos for the marketing strategy. BMW
has uploaded almost 850 videos to YouTube which comprises instructive and persuasive
videos. The company has also preserved an active existence over the social media channels
comprising Facebook, Instagram, and Twitter (Rao-Nicholson & Khan, 2017). These
channels are used for promotions and customer engagement. The social media has literally
assisted the marketing efforts of the brand robustly. The rising use of social media has helped
the company to bring the spectators closer. BMW is using social media proactively in order
to stay connected with the international audience.
Conclusion
BMW is a renowned brand with sales and operation in more than 150 nations. The company
makes a large investment in marketing and sales. The company is continuously trying to
renovate in order to bring a luxurious driving experience to the customers. The premium
pricing strategy helps the company in maintaining the image of the higher brand in the
market. As customers greatly believe that higher the price higher the quality. So the
company charges higher prices more than the competitors. The company has made a huge
investment in promotions in order to attract customers. The social media has a great role in
the promotional strategy of BMW.

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References
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fortunato, J. (2015). Sponsorship and the Elaboration Likelihood Model: BMW's 2014
Winter Olympic brand strategy. Journal of Brand Strategy, 4(1), 83-95.
Gu, X., Ieromonachou, P., Zhou, L., & Tseng, M. L. (2018). Developing pricing strategy to
optimise total profits in an electric vehicle battery closed loop supply chain. Journal
of cleaner production, 203, 376-385.
Rao-Nicholson, R., & Khan, Z. (2017). Standardization versus adaptation of global marketing
strategies in emerging market cross-border acquisitions. International Marketing
Review, 34(1), 138-158.

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Appendices
(Visual for the promotions)

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(Visual for the promotions)