As bmw hybrid Z3 Pre-Launch Strategy

 Bmw Z3 Pre-Launch Approach Essay

BMW Z3 Kick off HBS Example

Day: 18th September 2009

Question 1

Define the things you see as the 2 primary risks and 2 main benefits of not traditional marketing. Use the BMW case to compliment your dire. A passage explaining each point will probably be sufficient. Response 1

The Z3 case shows how communications approach and strategies have progressed beyond classic TV and print promoting. *Two key* Risks of nontraditional Promoting are pointed out below: *Systems not in position to measure the effective*ness* or perhaps success*. Cases from the case highlighting this risk happen to be: Apart from the fact that the returning of investment is not really guaranteed, there is no real technique of measuring the effectiveness of a particular aspect. This is the supported by the major risk undertaken inside the Radio DISC JOCKEY program. Even though, the program worked for AS BMW HYBRID; they received 6, 000 spots when they were only promised three or more, 800. However , the BMW management had not been sure of just how this would baking pan out and later gave the go-ahead 1 . 5 several weeks before the d-day. Lack of control over the outcome. Good examples from the circumstance highlighting this kind of risk will be: The total unpredictability of the message content for the Jay Leno Show. Despite the fact that, it was a calculated risk, the outcome would be known until it finally was in its final stages. So essentially, BMW would have to accept no matter what happened, great coverage or bad. BMW did not anticipate the fact that Neiman Marcus Catalog would receive 6, 000 buyer orders when compared with the predecided Even though they will benefitted using this, there was an element of lack of control. *Mutual Leverage because of corporate partnerships *between *BMW and others*. Examples supporting this benefit are: BMW teaming program Bond was an excellent approach. Bond wonderful movies totally encompass the message that BMW communicates to customers: excitement, joy, high-class and fun. And what better method to promote a car positioned as a result than to feature that in a motion picture that brings these qualities to life. *Potential to create ‘Buzz' for the product. *Examples helping this advantage are: BMW achieved wonderful hype and reached a big audience through the Jay Leno show. They also received three times the word-of-mouth effect as compared with the other prelaunch projects through the The airwaves DJ software. Through their ‘Golden Eye' corporate motion picture partnership, they successfully obtained access to international markets and young people whom are cannot be reached through traditional marketing methods.

Issue 2

Drawing from the BMW case and other examples of NT marketing, explain these differences between NT and classic marketing. It is vital that you bring on original examples to back up your answer. What is the process of communication in non traditional marketing and how is it unlike traditional promoting. Answer a couple of

Today, most companies are working drive an automobile traffic, enhance consumption and grow product sales in the midst of economical uncertainty. Consumers have started to feel inundated with advertising initiatives. Together with the uncertainty of returns upon marketing us dollars and lack of ability to reach buyers, it is critical to acquire creative. Classic marketing (TV, Radio, Print out, Direct Marketing) is Company-focused and product-based. It expects to increase the corporation and brand visibility which is targeted to mass markets. The message conveyed to the customer is definitely Company-controlled and motivated. Samples of Traditional Promoting

Coca-cola, P& G, Nestle and Unilever are good types of companies that still appeal to large sections of the masses and rely on traditional ways to build on manufacturer loyalty. Types of Non-traditional Marketing

An example of this is actually the Max New york city Life (MNYL) Insurance plan in India. MNYL targeted consumers at grocery stores simply using a crate of eggs since the connection vehicle. The crate states that ‘Life is evenly fragile. Safeguard it...


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