BMWi Case Study Essay Example | Topics and Well Written Essays - 1500 words

BMWi Case Study - Essay ExampleIt uses cutting-edge material, custom built architectures with future production technologies (Case train BMWi, 2011). The brand presence is global and has a niche market with dealers representing almost every corner of the world. The lodge has a loyal database of customers and it also expects an older division (53 years old) to constitute the majority (84 percent) of their new customers (for BMWi) as against the younger (49 years old) audience for the earlier versions of BMW. However, the average age of its customer base is expected to be lesser than its competitors in Audi and Mercedes. The company continuously engages its loyal customer base through a range of media including TV, YouTube, Facebook, Email, Phone and Website among others. Its social media hatchways for BMWi through its join the converse invitation and a set of about 50 mobile apps through its MyCityWay apps initiative to keep the customer updated with the local entropy is anothe r innovative approach to constantly communicate with their customers. The company also has tied up with the London Olympics, 2012 as an automotive partner to leverage higher exposure for the brand and the new invention car (Case study BMWi, 2011). Figure 1 Logo- BMW. ... The company plans to engage its target fraction through direct and digital marketing with a ?400, 000 budget all(prenominal)ocated for the target (Case study BMWi, 2011). Figure 2 Model overview of BMW335i Coupe. Source https//www.bmwcenternet.com Strategies to generate the 5,000 leads. Acquiring a new type of customer for BMWi- BMWi is a concept car which promises cryptograph emission and is environment friendly. It also has a government approval for a ?5,000 grant that their customers bear avail. As more than 50 percent of the target segment for BMWi are set to avail finance either from BMW or others, the grant from the government green goddess be advertised with sufficient emphasis as it can help in subtly drive across the patronizing support from the government due its high fuel efficiency and eco friendly design and manufacture. This information can be communicated to the target customers through trade-shows, occasional TV and print advertisements and social media. In addition, the company can leverage its join the conversation initiative to gather sufficient new leads as loyal customers and prospects are bound to network extensively on social media. The 5Cs of real-time marketing content, conversation, context, continuity and doctor need to be constantly put in focus to reflect the brand (Leonard, 2011). Further, the online presence of the company must be readily leveraged in all aspects to actively engage the customers while giving them quality experience through seamless integration of its systems. Creative engagement needs to be fostered through the companys as well as the dealer websites to actively listen to customer preferences. A live chat on the company and dealer website s can also help generate sufficient leads of new