A Comprehensive Report on BMW's Marketing Communication Strategies

This report provides a comprehensive analysis of BMW's marketing communication strategies. It begins with an introduction to marketing communications and the context of the BMW automobile company, outlining its product range, including the BMW Z4, and its target market. The report then delves into a critical evaluation of various marketing communication tools such as advertising, sales promotion, and personal selling, discussing their characteristics, advantages, and disadvantages. The AIDA model is also applied to understand the stages of customer engagement. Furthermore, the report develops a strategic marketing communication plan, evaluating all elements of the communication process to enhance BMW's market presence and sales. Overall, the report aims to provide insights into effective marketing communication practices within the automotive industry, specifically focusing on BMW's approach.

MARKETING
COMMUNICATION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
A. Analyses of the range of products and profiling of target market. Critical evaluation of
numerous marketing communications tools and techniques.......................................................3
TASK2.............................................................................................................................................9
B. Strategic marketing communication plan and evaluation of all the elements of
communication process...............................................................................................................9
CONCLUSION..............................................................................................................................13
REFRENCE...................................................................................................................................14

INTRODUCTION
Marketing communications are the messages and related media that are used to
communicate with a market. This concept is taken into account by the management of the
organisation to create a relationship with various audiences (Ashley and Tuten, 2015). There are
various aspects and elements of marketing communication which are changing due to the
dynamic business environment. Organisation undertaken in this report is BMW which deals in
auto mobile industry and deals in cars, motor cycles, engines, etc. This report will explain the
range of products and profiling of target market. It will illustrate the critical evaluation of the
various marketing communication tools. Then, it will devise a strategic marketing
communication plan and later part of the report will evaluate various elements of communication
process.
TASK1
A. Analyses of the range of products and profiling of target market. Critical evaluation of
numerous marketing communications tools and techniques.
Marketing communication is the manner or way which is usually adopted by the
companies so that they can communicate about the up gradation in the existing products or
launching new product in the market. It is important so that companies can create brand
awareness among the potential customers (Bacile and Swilley, 2014). They are those proficiency
which are used by the company or a businesses so that they can communicate the promotional
message relating to the products and services. The primary intention of marketing
communication is related to maximise the volume of sales.
Marketing communication is helpful for the management of the company in which the
marketing manager develops a strategic vision relating to the leverage on numerous marketing
opportunities and document which devices the plan that supports the company to bring in new
ways and ideas so that offerings of the customers can be encouraged towards the customers. It is
a useful technique for creating and developing awareness of the brands. This assist the company
in fostering the goodwill in the market with the help of their consistent and regular
communication strategies. For the purpose of attracting new customers and retaining the existing
ones, it is important for the marketing communication to be such that it can solve the problems of
the customers.

The BMW deals in auto mobile sectors and its products ranges of different varieties,
segments, models, with different specifications. The following are the different segments or
range of BMW namely, The BMW 1 series, The BMW 2 series coupe, The BMW 2 series
convertible, The BMW 2 series active tourer, The BMW 2 series Gran tourer, 3 series sedan, 3
series touring, 3 series Grand Turismo, 4 series coupe, 4 serious convertible, 5 series sedan, 5
series touring, 6 series Gran turismo, BMW X1, X2, X3, X4, X5, X6, X7, BMW Z4, BMW i8
COUPE, i8 roadster, etc.
Market profile is the combination of numerous conception which are relatable to the
target population and it targets the group of buyers. These are very crucial before forming the
marketing plans (Blakeman, 2018). This is essential before marketing a product because with the
help of this, BWM will be able to understand the customers by outlining their nature, character,
backgrounds, needs, interest and wants. It helps in recognising characteristics of customers,
behaviours and attributes. Therefore, BMW segments the market on the basis of demographic
factors. In this it includes those who have higher level of income and are concerned with status
and class.
The specific product which is taken into account is BMW Z4 which is a third generation
product which has arrived in the top spec fully loaded M40i guise. It is popular all over the world
and is a two seater convertible available. Apart from this, the model is highly concentrated on
the design, which gets a long bonnet along with classic soft top and short over hangs which
defines the characteristics roadster silhouette of the car. It has got innovative mesh grille and
differentiated up-sloped aligned LED headlights. Its large and airodymanic air vents on the front
wheel to enhance the sporty appeal of the car. It further offers driver with a seat memory
function and maximises storage space behind the seats with a retaining net, large cupholders
under the centre armest cover and roomy door pockets (Dahnil and et. al., 2014).
Marketing communication tools
These tools and techniques are the ways which are used by the companies to
communicate with the target audiences in different ways such that they are influenced and
attracted towards the products. These tools are the combination of various communication tools
of diversified programs to communicate with the target audience. Therefore, BMW will use
various communication or promotional tools while promoting its product in the market and they
are discussed below :

Advertising : It is the paid form of communication and promotion of ideas, products and
offerings which are offered by the company. It is a marketing plan of action which promotes a
product or service and the objective of advertising is concerned with reaching to the audiences
which are willing or have interest in purchasing the organisations products and services (Fill and
Turnbull, 2016). They are helpful in maximising the awareness of the brand of the company and
revealing the product to the target customers. It persuades the customers to re-create a specific
task which is the most crucial objectives of advertising. Apart from this, it will be useful for the
BMW in reinforcing the message of the BMW Z4 and renders reassurance to the current and
potential customers about the brand vision.
Characteristics
 Pervasive nature : Goals and objectives of the advertising is applicable to all types of
organisations. It is the continuous process which is used by the BMW to promote Z4 and
remind people regularly for new up gradations and is useful in maximising the sales and
profitability.
 Non personal in nature : There are numerous channels of communication which are non
personal in nature and helps the company to reach to its target audiences. It includes,
advertisements in newspaper, television, radio, internet, etc.
 Mass media : Mass communication and communication are two different terms which
happens between large, heterogeneous and among anonyms group of people. It reached
among the mass people and helps to target larger segment.
Positive and negative
Positive Negative
 It is a useful tool in communicating the
innovative and creative features and
designs of Z4 to the target audience.
 It will be a useful tool for Z4 in
expansion of the market which will not
only maximise the sales for the Z4 but
also creates a competitive advantage in
the business market.
 Many advertising can be misleading
about the false features and qualities of
the products offerings. This can create
loss of sales for Z4 if the BMW
markets the product by explaining those
features and benefits which the product
does not own in original sense.
 Another problem faced by the
advertising is that it is a expensive

process. For promoting the Z4, BMW
will have to invest the huge some of
money.
Sales promotion : This is concerned with those marketing communication techniques
which excite on customer purchasing and dealers effectualness. Due to the heterogeneity of the
marketplace, the value of sales promotion has maximised enormously. It helps to eradicate the
customer dis contentedness about the Z4 and builds the positive representation of the brand in
the minds of the customers (Finne and Grönroos, 2017). It is very crucial for the Z4 because it
spreads the important information about the availability, characteristics and usage of a peculiar
products. This further helps the BMW Z4 to set up a sales volume by pacifying the customers
about the quality and price of the Z4.
Characteristics
 It is a important element of marketing communication which generates customer for
immediate buying or affectivity of business deal (Iyer, Velu and Mumit, 2014).
 This consist of special selling efforts which are put in by the BMW for promoting Z4 for
s particular period of time with short term incentives and schemes are interpreted at
consumer, dealer and sales man level.
Positive and negative
Positive Negative
 It will be beneficial for the company to
promote Z4 by this method as this is
less expensive and economic in nature
and further allows customers to gain
knowledge.
 The activities which are included in
sales promotion are undertaken by the
manufacturers in the form of coupon
offers, samples and gifts, etc.
 The sales promotion alone cannot
generate positive results for the Z4 and
it involves advertising and personal
selling as well to boost the sales for the
BMW.
 There is a mental attitude on the portion
of all the state of affairs to apply the
correspondent know-how of sales
promotion at the same time. This type
of approach is not advantageous for all

the customer because, for instance, if
all the manufacturers of auto mobile
industry offers off season discount, than
consumer may not be able to decide
based on brand popularity.
Personal selling : It is concerned with the direct, face to face interaction between the
buyer and the seller of the company. In this, the sales person tries to outline the numerous
attributes to persuade the customer in purchasing a specific products and offerings (Jucaitytė and
Maščinskienė, 2014). This is a very effective method of marketing communication because it
creates personal touch and is useful in better understanding the pitch of the customer related to
the product.
Characteristics
Development of relations : As personal selling is concerned with the direct and face to
face interactions, it helps in establishing and developing relations between the seller and the
buyer.
Quick and rapid solutions : Direct and face to face conversation helps in quick
identification of the problems or issues faced by the customer.
Positive and negative
Positive Negative
 It is a two way communication which
helps the seller to get the instant
feedback from the respective buyer of
the BMW Z4.
 In this, the stress is given on building
and developing long lasting
relationships. Apart from this, it is a
flexible approach in which seller
customises the various policies
 The biggest weakness of negativity of
personal selling is that it does not cover
mass population (Kim and et. al.,
2014).
 It is the expensive approach when
BMW Z4 will take into consideration
the salary of the sales person,
commission, time taken to travel,
bonus, etc. These cost are incurable no

according to the needs of the customers
of BMW Z4.
matter sales occurs or not.
AIDA Model
It is a model which is used by the marketers to determine the various stages of selling
which are experienced by the customers. This model was developed by E. St. Elmo Lewis, in
1898 (Lilleker, 2015). The primary aim or purpose of this was to optimize the sales with the
help of interaction between the seller and buyer concerning with the offerings. In other words,
the process identifies the numerous stages through which customer goes through during the
purchasing process of the product or services. Therefore, the model is based on four stages
which are explained below :
 Awareness : This is related to the fact that first impression is the last impression.
Therefore, the product of the company must be such that it will attract the customers. For
this purpose, the BMW will promote the product on business magazines and
advertisements on televisions, airports, etc. by determining the features, design, style,
uniqueness, etc. of BMW Z4 to its target customers.
 Interest : When the company is able to create awareness among the potential customers,
than it will arise the interest in the mind set of the customer towards the product.
Therefore, BMW Z4 will provide special offers like test drive to its premium segment
customers, discounts on pre booking, free gift or vouchers on sale, etc. which will
influence the customer to think about the product.
 Desire : If interest has raised in the mind of the customers then, then the work of the
seller will be to persuade the customer regarding the product. Therefore, BMW Z4 will
create desire in the customer mind by revealing its extra ordinary features which itself is
a class and status (AIDA Model in Marketing, 2019).
 Action : In this, as soon as the desire has been created in the mind of the customer then it
must be converted into the action that is sale. At this stage, the seller of BMW Z4 will
communicate with the buyer, takes in all their queries and solves them by providing
satisfying solutions to the customer. In this the final sale is made.

Source : AIDA Model in Marketing. 2019
TASK2
B. Strategic marketing communication plan and evaluation of all the elements of communication
process.
Communication plan is a strategic plan which enables the organisations to communicate
with their target audiences effectively and efficiently (Lusch and Vargo, 2014). This is the
planning which is done to assure that there is a properly organised plan of actions which will
lead to accomplishment of the business goals and objectives. Therefore, the following is the
communication plan which will be develop by the BMW :
Mission : The mission statement of the company is to become the largest provider of
premium products and services for individual mobility in all over the world.
Illustration 1: AIDA Model in Marketing. 2019

Vision : The vision of the BMW 4Z is to make the driving experience of the individuals
astonishing and fascinating and renders theoretical visual percept into the future.
Business objectives : The primary objectives of the business is to make people believes
in the art of driving and boost the sales and profitability by encouraging and attracting people
towards the products.
Segmentation, targeting and positioning
Segmentation : It is referred to as the separation bigger and larger markets into smaller
ones by combining the markets which share similar needs and wants (McKay-Nesbitt and Yoon,
2015). In this, all the elements who are similar in characteristics and features are put together.
For instance, on the basis of demographic segmentation the BMW 4Z will segment the market
according to the age by considering 4Z effective for people who range from 25 years to 50 years
in age. Then on the basis of gender the company segments both male and female who are
involved in high skilled professions with higher jobs and higher level of income. Then on the
basis of behavioural segmentation, the BMW 4Z is segmenting the market on consumption
pattern of the people which will relate to the luxury, safety, maximum speed, brand image,
design, style, etc. Then on the basis of Psychograhic segmentation, the market will be segmented
for BMW 4Z concerning with the social class, it will relate to the upper class people who are
influenced with the class and status.
Targeting : It is concerned with identification and analyses of the target market which
requires customised marketing campaign which request to the people towards their products and
offerings (Porcu, Del Barrio-Garcia and Kitchen 2017). Therefore, BMW 4Z targets people who
have successful image in the business and market, clear modern look and are aspiring for luxury
car. This targets people who are in range of 25 years to 50 years in age and have higher level of
income. They also targets the youth and people who are more concerned with social status, class,
quality, design and performance of the product rather than its price.
Positioning : BMW is a brand that has establishes itself as a producer of luxury auto
mobiles. It wants to position itself as a car that is the ultimate driving machine which not only
offers higher performance but a premium price. It is highly beneficial and satisfactory to those
customer who wants superiority, luxury, safety, quality, reliability, etc.
SWOT analyses

This analyses or instrument is used by the companies so that they can measure the
effectiveness and companies competitive position which will be useful in developing strategic
marketing and communication plans (Royle and Laing 2014). This is advantageous for the
organisation so that they can grab the external opportunities and overcome the threat which lies
outside the organisation. Similarly, it will be useful for identifying the strength which will used
as a powerful resources and weakness that can affect the company in accomplishing business
goals and objectives effectively and efficiently. The following is the SWOT analyses of the
BMW 4Z :
Strength
 It is the combination of 3 big brands
and all the brands are positioned under
the premium segment in auto mobile
sector.
 Regular improvement in the innovation
and technological advancement has
made the outstanding designs and
styles.
 It has a strong CSR performance
because of the investment in the hybrid
vehicles which aims to produce fuel
efficient vehicles.

Weakness
 BMW faces higher level of
vulnerability to the future economic
crises due to premium pricing strategy.
 The younger generation is more
educated now a days and are less brand
conscious rather they want quality,
speed and performance of the product.
 Poor strategic alliances of the BMW
gives their competitors more powers
over them.
Opportunities
 Maximising the brand portfolio will
boost the sales of the BMW 4Z and this
will ultimately increase the profitability
by maximising the customer base.
 With dynamic customer lifestyle and
more and more tendency towards
premium brands it is certain that this
segment is growing fast.
Threat
 Threat of competitors like Audi, Jaguar,
Bentley, etc.
 Rising fuel problems are creating threat
on the needs of green fuel and
machines (Shaw, 2016).

Consumer buying behaviour process
5 stages of consumer buying processes are as follows:
Need recognition: In this company need to create the demand for the product in the
market to successfully meet the desired goals. BMW Z4 is a unique model with long bonnet as
well as LED head lights which makes the car more classy and and unique for it's customers. This
kind of features in the car makes the car more attractive for the customers and is able to meet the
needs of the customers (Tomše and Snoj 2014).
Information search: In this case the product purchasing decision is make made by
consulting family members, friends, whole seller, advertisements etc. uniqueness in features
force the customers for a trail. This will helps the company to meet the desired goals on time.
Evaluation of alternatives: Before purchasing the product customers search out for
other options in the market and tries to compare on the basis of quality, cost, features etc. As
BMW Z4 is a unique model with long boonet and LED lights on it will attract customers to
satisfying their emerging needs.
Purchase decisions: After examining the product with the substitute available many
times decision changes due to any reason. In this case the marketer of the BMW Z4 should study
the reason for the decision and find out the path to resolve it. Company should assure customers
regarding the guarantee of the product as well satisfy them with all the quarrier of the customers.
So that customers agree to purchase the product and profit can be maximized.
Post purchase behaviour: In this stage either the customer is satisfied or is not satisfied
with the product. Satisfied customer does mouth publicity to three people while dis-satisfied
person does publicity to eleven people. In this case it's very important to satisfy the customers to
create positive impression on the customers mind for long term.
Marketing mix
Marketing mix includes 4Ps which are explained as follows:
Product: Innovative product like BMW Z4 helps the company to monopoly market ratio
as well as generate profits. As this are luxury product the demand for the goods needs to created
in the minds of the consumers. Which will directly raise sales volume in the global market.