Launching the BMW Z3 Roadster Essay

BMW Z3 is the first BMW auto which is being manufactured in North America which has not been a very big market place roughly around 16% for BMW because of the inability of the American customer to associate with a foreign marque. Therefore the gross sales and marketing approach of BMW Z3 will commit the foundations of the future of BMW stigmatise in America. Their phase I was a success, and they had twain months between the launch and the crop availability to further ingrain their carry image in the hearts of the Americans. So how to strengthen their brand black market for the coming two months was their main concern.Brand symbol is an important feel in the automobile industry as it is the brand image that chock ups the someone to buy the automobile and defines the target market and therefore the revenues. This could be back up from the past their shift in positioning from yuppie status to Ultimate brainish Vehicle led to a 18% increase in sales in one year.For BMW Z3 brand they wanted to preserve their reputation for driving force performance but reposition their political machines as stylish and fun to drive so that they settle into the minds and hearts of the American public and the vehicle becomes a cultural icon.With the plan of leveraging the excitement and enthusiasm of the customer bestial in a way that it will draw maximum prudence and interest to the brand non-traditional marketing methods were chosen. These methods were more cost efficient because of the psychographic cleavage and delivered to a broader fundament which was the major intention of BMW. It was also different and outlawed which was what BMW wanted to associate with their unique brand.All their various marketing campaigns which include release of Golden Eye, in which their car was featured as Bonds car, screening in the Tonight denominate, Central Park launch event, radio DJ program, Neiman Marcus Catalog render and the video were completed by November which were ro aring success and friended in twist the required brand image which were reinforced through and through the traditional media campaign in December.These campaigns were successful as they were fitting to generate favorable product reviews and they also resulted in 9000 pre-bookings much higher than the expected 5000.As an plus a brand name has to be carefully managed so that its brand equity does not decrease. Therefore BMW will use up to take up some brand building initiatives so that the brand name dust in the market. As they flip got more than expected pre-orders which is deprivation to puree their existing process there is no point in dismission for sales increasing marketing strategies. It should be related to customer satisfaction because if these customers become advocates for BMW Z3 they will be able to convince more prospects in their reference groups to become customers.Through these customers BMW can also get selective information regarding the various cultural, personal, social and psychological factors that drove them to buy BMW Z3 on which they could base their second phase of brand building events.So therefore in January their first initiatives should be to send survey forms and invites for an exclusive test stripe for the various customers who have placed orders. Then in the month of February have road shows throughout the country where the prospective buyers of the car will have a first hand feel of the car they are going to buy. This will help in building a market through customer referral and building a pull market for the car kinda than a push market. Customers could also be disposed details of their car and the various facilities they get as a package along with the car so that can perceive a higher customer delivered pass judgment for their car.In addition the people who attend the promotion shows could be given t-shirts with the logo I have driven BMW 3Z to further increase the brand awareness and strengthen the IInd phase of branding.The car could also be interpreted out on long drives through the cities where there will be maximum visibility.The above brand campaigns will not be able to generate any leads in the present but will help in bringing twin advantage of brand recall and alter customer rating of the brand.