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In this case analysis BMW is debating on how to follow up their hugely successful BMWFilms campaign. This was the first campaign outside of the traditional BMW campaigns that normally focused on new product releases and the performance aspects of BMW. It was the first chance that BMW was able to do some branding. This was the perfect opportunity because BMW was beginning to be lumped in with the other luxury carmakers as a yuppie car. BMW had the chance to launch an advertising campaign delivering a unique message to its customers that would set them apart in an increasingly crowded luxury car market. The Japanese automakers were offering cars at a lower cost that had standard features that on BMW’s were considered premium options.
So BMW went in a found out whom the true BMW customer actually was. The average BMW customer turned out to be a 46 year old, married, no children, with an income of around $150,000. But while doing their research BMW found that 85% of all BMW purchasers used the internet before purchasing a BMW.
Approximate Word count = 887
Approximate Pages = 3.5
(250 words per page double spaced)
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