BMW Media Plan 2013

BMW Media Plan 2013 Taylor Allphin Tom Brinton Kellen Laker Jimmy LeBlanc        

BMW Media Plan 2013

Contents Industry – 3 Competition – 3 Who is BMW? – 3 Who Could BMW Grow to Be? – 6 SWOT – 7 Objectives – 7 Strategies – 8 Target Audience – 8 Creative Work – 9 Flowcharts – 12

 

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BMW Media Plan 2013

Industry The Automotive Industry is one of the world’s largest. In 2007, there were over 806 million cars and light trucks on the road around the world. Despite a slight decrease in sales over the past few years in the U.S., the industry is experience renewed growth and the U.S. is the worlds 2nd largest producer of automobiles, right behind China. BMW motors are made in Germany, the 4th largest producer. It is expected that upcoming trends will be focused on alternative fuel sources and more economical vehicles. BMW is currently the leading brand in the luxury category, and this presents an opportunity for increased sales in the U.S.

Competition -As of 2011, BMW has the top spot in the U.S Luxury Auto Market. MercedezBenz barely lost the top spot by a matter of a few hundred cars. Lexus, Toyota’s premium offering, came in a more distant third place selling thousands less. -The past seven years have seen the rise of the Lexus brand. They remain BMW’s biggest competitor and data is showing they will more than likely reclaim the top stop for 2012. - The premium luxury car market remains relatively stable in a market where car sales can seem volatile. Sources: Routers, Mintel, BMWBlog

Who is BMW? BMW Cars are Toys for BIG Boys: • This car is a dream come true for sporty, yet sophisticated men. They are fun, fast, look impressive, and are customizable. BMW cars really are just toys for big boys. There is more to BMW than you think: • BMW does not exclusively produce cars. There are also motorcycles, MINI Cooper, Rolls Royce, hand held model cars, clothing, etc. for the BMW love group. One consumer wrote on a blog saying, “I admit – I have tons of BMW car die cast models in my office, in my garage, and even in my BMW! And, my two sons love to play with them. So, they’re multipurpose [toys] I guess… Let’s face it – boys never grow up.”

 

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BMW Media Plan 2013 BOB MARLEY: • Even Bob Marley loved and drove a BMW because it was his own, unique way of expressing himself. “I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car” – BOB MARLEY. Headquartered in Munich, Germany: • In 1973, the Viennese architect Karl Schwanzer revealed his design for BMW Group's head office, the 'Four-Cylinder'. The building is located next to Munich's Olympic Park and is considered an architectural masterpiece. Worldwide Mission Statement: • BMW Group's worldwide mission statement is: "The mission statement up to the year 2020 is clearly defined: the BMW Group is the world's leading provider of premium products and premium services for individual mobility." The Famous BMW Logo: • The famous white and blue symbol of BMW stems from the company's origins as airplane engine manufacturers. Many aircrafts were painted in regional colors and those of the Bavarian Luftwaffe were the Bayern white and blue. It is said that the pilot's view through the propeller was one of white and blue alternating segments. Through the years, this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles. Since the end of the 1970s, BMW has worked to create a standardized international image in terms of statement and presentation so that today whenever people encounter the company's symbols they recognize BMW. Who really is BMW?: • BMW manufactures automobiles and motorcycles worldwide to premium standards and outstanding quality for all its brands. BMW Group is committed to the very highest in quality for everything it is involved with. • The BMW brand stands for one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality. The Foundations:  

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BMW Media Plan 2013 • BMW was founded in Munich, Germany in 1916 as the 'Bayerische Flugzeugwerke AG' (BFW). In 1917, the Bayerishe Motoren Werke,or in English the Bavarian Motor Works, was created. BMW, as the company is now known, initially concentrated on the development and production of aircraft engines during World War I, building a reputation for reliability and excellence. In 1923, BMW built its first motorcycle and in 1928 the company's success story as an automobile manufacturer began with the acquisition of the Eisenach vehicle factory. BMW’s first motorcar was a version of the Austin Seven built under license. How does BMW advertise?: • All advertising agencies hired by BMW focus on BMW's brand values, however the way these are expressed evolves in response to economic, environmental and competitive changes. • TV: Branding campaigns and new car launches. • Radio: Branding campaigns (2002 was the first year that BMW used radio for national advertising). It does not tend to be used at a national level, although may be used regionally. • Press: Colour press for example: Tatler, Vogue, lifestyle magazines, motoring publications, broadsheet newspapers and tabloid newspaper weekend colour supplements. • Outdoor campaigns: A high impact, high awareness medium used mainly for branding and new car launches. • Online advertising: On selected 3rd party sites which can deliver to relevant audiences. • In addition to higher profile national advertising, dealers also run their own local campaigns through: Local press, Radio, and Bus advertisements • Cinema & Digital: Screens showing short films. • Other marketing activity: Includes supply of sales literature, brochures, bmw.co.uk, direct marketing, price lists and point of sale materials. • Product Placement: Product placement is a business practice based on mutuality. Having its cars placed in a variety of films, television plays and documentaries benefits BMW in many ways. Cars have always been much sought after objects in film and television. In many cinema, film and television series, the heroes often drive the best-equipped  

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BMW Media Plan 2013

• • • • •

cars. When the cars are supplied by the manufacturer this is known as product placement. Why is product placement based on mutuality? Producers want to use certain brands of car in order to set off the role of the character actor; the car manufacturers achieve a greater degree of publicity. This doesn't of course apply to all cars in the same manner. Luxury cars however are in great demand. Having its cars placed in a variety of films, television plays and documentaries benefits BMW in many ways. Global publicity, communicated in part by subliminal means and partly by overt ones, is positive and important, because it reaches a wide section of the public quite often on a worldwide scale. With repeats, this can even become an audience of several millions. Popular Examples: Seen in four James Bond Films 1996 E36 318i in Mission Impossible 2002 E46 3 Series, E34 5 Series, E23 7 Series in The Bourne Identity BMW Art Collection: Over the last 20 years fifteen art cars have been created. Internationally acclaimed artists including Andy Warhol, Michael Jagamara Nelson and Matazo Kayama have applied their talents to BMW cars of the period in the manner dictated by their own artistic understanding. The first and only time the Andy Warhol car took part in a race was the 24-hour Le Mans in 1979. BMW Art Cars have been admired in numerous museums and galleries all over the world; including The Royal Academy of Arts in London, the Louvre in Paris, the Powerhouse Museum in Sydney and the Guggenheim Museums in New York and Bilbao.

**Information retrieved from: www.bmweducation.co.uk & www.squidoo.com/10-fun-facts-bmw

Who Could BMW Grow to Be? BMW’s biggest goal is to globally capture 8 percent of the automobile industry. This goal is well within their reach in the next 5 years if the advertising and innovation can continue. BMW could grow to encompass more sub-brands with more youth oriented appeal. Currently, BMW faces challenges with young adults who find their vehicles classy but sterile BMW has no interest in pursuing brand areas that are not premium in nature. Dilution of the brand is not a goal. Being one of the top 5 automobile makers in the world, the growth of the company cannot reach much higher vertically, but can expand horizontally in terms of brand loyalty.

 

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BMW Media Plan 2013

SWOT Strengths: o o o o o

Stands for something different, that’s important: The Ultimate Driving Machine Foreign look, feel, image Investing in future technologies, new vehicle concepts and pioneering drive systems Sporting and dynamic performance combined with superb design and exclusive quality European car advantage

Weaknesses: Not the highest followers on Twitter compared to competitors, like Lexus (#1) o High price, luxury vehicle o Premium gas prices Opportunities: o Increase awareness through social media o Product placement in movies o The luxury vehicle market is expected to grow 54% from 2011-16 o Engage and interact with consumers (current and potential) Threats: o Economy o Lexus regaining the top spot o Generation Y more likely to get a Korean or Chinese luxury vehicle o Consumers buying more cars than ever o

BMW Objectives • 50% traffic increase on Build Your Own Website • Invest in future technologies, new vehicle concepts and pioneering drive systems • Buying new BMW’s instead of used models • To overcome the competitors “likes” or “followers” on social media all platforms • Increase BMW market share to a total of 8%, around two million automobiles per year • Introduce BMW to a younger audience

 

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BMW Media Plan 2013

BMW Strategies • Build Your Own Challenge: Improve the Build Your Own BMW website to maximize consumer potential and education of BMW cars. • Run television advertisements before the dates of the National Auto Shows hosted by AutoBlog to drive buzz about the BMW Build Your Own Challenge. • Place the top three finest designed cars in ads in national target market fitted magazines. • Advertise local BMW dealerships in the area as specialists to help you in the Build Your Own BMW Challenge. • Launch a social media campaign will daily poll of which car has the highest amount of votes for the Build Your Own BMW Challenge. s BMW is making the best use of new opportunities and becoming more efficient in order to ensure BMW Group's lead over competitors and to actively shape the company's future.

Primary Target Audience Males 27-65 Interested in adventurous driving while maintaining a focus on luxury Upper middle class to Upper class citizens. Willing to spend extra for quality, but unwilling to spend millions on a car More interested in performance and handling than space and size Consumers with household incomes greater than $75,000 are 21 percent more likely to own a BMW four door sedan than a normal consumer BMW has a very specific target market. When they try to reach consumers outside their target market, they simply use a different brand like MINI or RollsRoyce.

 

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BMW Media Plan 2013

Creative Executions “Make It Your Own” Billboard:

 

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BMW Media Plan 2013

Make it Your Own Online Car Designer (Online)

 

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BMW Media Plan 2013

Make It Your Own Print Ad (Magazine)

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Annual Media Plan - Los Angeles, CA

Billboards

Billboards $10k / month

Television 200 GRP/wk Primetime $1479

 

Annual Media Plan - Chicago, IL

$6,440,800

TOTAL:

$2,506,400

$120,000 $20,000

$2,366,400

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 TOTALS:

TOTAL:

$120,000 $20,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 TOTALS: Television $6,300,800 200 GRP / wk Primetime $3938

BMW Media Plan 2013

Media Flowcharts 2013

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Annual Media Plan - Detroit, MI

 

Billboards

Annual Media Plan - New York, NY

Total:

$973,400

$120,000 $20,000

TOTAL:

$6,103,200

$120,000 $20,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTALS: Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 $5,963,200

Television 200 GRP / wk Primetime $3727

Billboards

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 TOTALS: Television $833,400 200 GRP/wk Primetime $463

BMW Media Plan 2013

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Annual Media Plan - Las Vegas, NV

Billboards

With the 200 GRP’s per week for TV advertising, we will have a reach of 50% and a frequency of 4. We opted for a slightly higher frequency and lower reach so that we could have a more focused message during times when car shows will be in these areas. We hope this will cause people to come experience Make It Your Own BMW at these events.

TOTAL:

$669,200

$120,000 $20,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 TOTALS: Television $529,200 Primetime $294

BMW Media Plan 2013

 

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Magazines Time $320,100 each Forbes $119,450 each Car & Driver $178,516 each

Internet

Annual Media Plan - Nationwide

GRAND TOTAL:

Chicago: L A: NYC: Las Vegas: Detroit:

$22,183,096

$2,506,400 $6,440,800 $6,103,200 $669,200 $973,400

$100,000

$1,071,096

$477,800

$3,841,200

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTALS: Week 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 1 2 3 4 1 2 3 4 5

BMW Media Plan 2013

 

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