BMW Z3 Launch HBS Case

BMW also wanted to extend their brand image to be stylish and fun and attempt to move away from the former tradition bound image of a purely executive type product. The objectives of the Z3 launch were to widen the BMW product mix as well as increase awareness of and market share for the BMW product through a wider customer audience; specifically consumers who were looking for fun and adventure and who wanted to be perceived as stylish and ‘avant garde’.

The definition of the Z3 brand included concepts such as style, sophistication, adventure and fun. The base model would be conservatively priced in comparison to similar high quality cabriolets and have a high specification including quality stereo, power windows etc. The roadster image would target Gen X’ers and baby boomers who were looking for fun and excitement and who wanted to live their teenage dreams of freedom an

The result of the successful concentration on non traditional marketing was huge demand at an unusually low price, which gave BMW a competitive advantage over rival firm in the same market. They also achieved their goal of broadening BMW brand image to include style and unique driving experience. From this it can be concluded that the marketing campaign for the Z3 was very successful and exceeded expectations.

The Press launch in Central Park generated exposure through traditional mediums; all the major broadcast and print media reported on the event. The costs were shared by MGM and BMW; in addition BMW benefited from free celebrity appearances, with the Q character introducing the car and the Bond character, Brosnan, driving the car around Central Park.. The sharing of marketing budgets for Phase 1 was a huge advantage for BMW and again highlights the mutual benefit of the Z3 placement in the film. This should be used as a template for future marketing partnerships that result from product placements in movies.

Repositioning the brand from being serious and ‘tradition bound’ to stylish and fun, while keeping the emphasis on the driving performance. Building an order to enable the new Spartanburg Plant to build against customer specs (and therefore improve customer satisfaction).

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