際際滷

際際滷Share a Scribd company logo

Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011

Pazarlama Zirvesi
Pazarlama Zirvesi

This document appears to be a presentation about BMW's branding and communication strategy for its new BMW i sub-brand of electric vehicles. It discusses how BMW i will embody the future of mobility with visionary design, pioneering technology, and a focus on sustainability without compromising driving pleasure. It outlines BMW's three phase communication plan for 2011 to introduce the BMW i brand and its two concept electric vehicles, the i3 and i8. The presentation emphasizes that BMW's core values of performance, design, and premium experience remain unchanged despite advancing to electric vehicles.

1 of 32
A.-C. Hofmann Nothing has changed Comm. Strat. Istanbul Marketing Summit 2011 Dec., 7th Page 1 Nothing has changed. Nothing has changed Istanbul December 2011 Sheer Driving Pleasure
A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Film Speed. Page 2
A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Page 3
A.-C. Hofmann Nothing has changed Comm. Strat. In times of change, strong brands are highly Dec., 7th Page 4 valuable to the company. Relevance. Strong brands dissociate themselves from competitors. are desirable and gain customer loyality. are not sensitive to market changes. are of very high value.
A.-C. Hofmann Nothing has changed Comm. Strat. They are also highly attractive for customers. Dec., 7th Page 5 Relevance. Strong brands give orientation. generate trust. support the expression of your own personality. create affinity.
A.-C. Hofmann Nothing has changed Comm. Strat. Nothing has changed. Dec., 7th Page 6 The BMW brand identity. Differentiators Premium brand foundation
A.-C. Hofmann Nothing has changed Comm. Strat. However, even powerful brands need to evolve. Dec., 7th Page 7 Remaining strong.
A.-C. Hofmann Nothing has changed Comm. Strat. Today's Challenges. Dec., 7th Page 8 Diversification of Target groups Enlarging Product Portfolio Media Explosion Megatrend: Energy & Resource Reversal
A.-C. Hofmann Nothing has changed Comm. Strat. Megatrend: Energy & Resource Reversal. Dec., 7th Page 9 Paradoxical Customer Bahavior. think of Low Fuel Consumption as a Preferred Car Attribute. only are prepared to pay a higher price for an environment-friendly car. Source: AM-3, Milieu Research 1997-2010
A.-C. Hofmann Nothing has changed Comm. Strat. Example 1: Asking consumers Dec., 7th Page 10 UK: Andrew (33) from London. We should adapt our lifestyles to make sure that we are aware of our carbon footprints. Cars in household: Fiat Punto, VW Fox Quelle: Milieuforschung 2007 Considered next car: Audi TT
A.-C. Hofmann Nothing has changed Comm. Strat. Example 2: Asking consumers Dec., 7th Page 11 Spain: Francisco (39) from Castilla "It is true, we are smashing the planet. Cars in household: BMW M3 Cabrio, BMW 325i Quelle: Milieuforschung 2007 Short list next car: BMW, Ferrari
A.-C. Hofmann Nothing has changed Customers delegate the problem of environ-mental friendliness to the car Comm. Strat. Dec., 7th Page 12 manufacturer. People act as But they are not sensitive towards willing to give up climate change. the standards they are used to. The Task: Create Dreamcars without sacrifice.
A.-C. Hofmann Nothing has changed Comm. Strat. Our answer is BMW i. Dec., 7th Page 13
A.-C. Hofmann Nothing has changed Comm. Strat. Film BMWi Phase 3 Dec., 7th Page 14
A.-C. Hofmann Nothing has changed Comm. Strat. With BMW i, the BMW brand portfolio shows a Dec., 7th Page 15 balanced condition. Strategic directions for communication. Innovate Driving Pleasure. Thrilling Performance. Visionary Mobility. Focus on Engaging Aesthetics. Striking Technology. Inspiring Design. Boost Joy. Unrivaled Experience. Next Premium. Dynamic Dynamic Dynamic Joy Joy Joy Innovative Aesthetic Innovative Aesthetic Innovative Aesthetic Quality Service Quality Service Quality Service Safety Exclusivity Sustainability Safety Exclusivity Sustainability Safety Exclusivity Sustainability
A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 16 Sustainability + Emotions Sacrifice.
A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 17 BMW i embodies the Future of Mobility as we see it. Visionary Mobility. Pioneering in alternative drive trains, lightweight construction and aerodynamics as well as mobility services. (e.g. drive trains: electro, plug-in-hybrid, combustion; mobility services: location based services) Inspiring Design. Progressively clean shapes and materials in exterior and interior design. (e.g. life-drive-concept, CFK and renewable resources) Next Premium. Focus on a future oriented interpretation and attitude of premium. (e.g. sustainable value chain, convenient eCommerce offers)
A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 18 Main USPs of BMW i and its Products. CFRP (CFK) Clean interior Mobility and exterior Services design BMW i (i3, i8) Premium Offer Sustainability Purpose build (LifeDrive)
A.-C. Hofmann Nothing has changed Comm. Strat. Phases of Communication for BMW i in 2011. Dec., 7th Page 19 2011 1 2 3 Full page BMW i positioning target Split screen substance topic and Full page car shots (family/single shots). group. BMW i positioning target group. Split screens product and BMW i positioning target group.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 1. Dec., 7th Page 20 Brand Launch.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 1. Dec., 7th Page 21 Brand Launch.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 22 Ads for Carbon Fibre Reinforced Plastic.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 23 Ads for electric mobility.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 24 Ads for mobility services.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 25 Ads for BMW i3 Concept and BMW i8 Concept.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 26 Ads for BMW i3 Concept.
A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 27 Ads for BMW i8 Concept.
A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Film Joy 2.0 Page 28
A.-C. Hofmann Nothing has changed Comm. Strat. Efficiency increase of Engines Dec., 7th Page 29 l consumption / 100 HP 245 HP 102 HP 115 HP 170 30 6,4l /100km 6,7l /100km 8,3l /100km 15,0l 7,4l 30,0 24,7 25,0 20,0 15,0 10,0 8,8 8,1 5,8 5,0 2,6 0,0 60s 70s 80s 90s today /100 HP
A.-C. Hofmann Nothing has changed BMW Group is Leading in its Efforts to Reduce CO2 Emissions. Comm. Strat. Dec., 7th Page 30 Despite a more powerful fleet BMW leads in Europe. 255 kW 230 236 210 190 122 kW 162 kW 170 127 kW 136 kW 120 kW 170 150 158 88 kW 152 153 148 130 128 110 90 MINI BMW Group BMW AUDI Lexus Mercedes Porsche Source: 2010 AAA for EU-23; NEDC
A.-C. Hofmann Nothing has changed Comm. Strat. BMW EfficientDynamics - The Perfect Package to Dec., 7th Page 31 Reduce Fuel Consumption and Emissions. Performance Efficient Dynamics Weight Consumption
A.-C. Hofmann Nothing has changed Comm. Strat. We have changed our kidneys many times. Dec., 7th Page 32 But never our heart.

More Related Content

Andreas Cristoph Hoffman - Pazarlama Zirvesi 2011

  • 1. A.-C. Hofmann Nothing has changed Comm. Strat. Istanbul Marketing Summit 2011 Dec., 7th Page 1 Nothing has changed. Nothing has changed Istanbul December 2011 Sheer Driving Pleasure
  • 2. A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Film Speed. Page 2
  • 3. A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Page 3
  • 4. A.-C. Hofmann Nothing has changed Comm. Strat. In times of change, strong brands are highly Dec., 7th Page 4 valuable to the company. Relevance. Strong brands dissociate themselves from competitors. are desirable and gain customer loyality. are not sensitive to market changes. are of very high value.
  • 5. A.-C. Hofmann Nothing has changed Comm. Strat. They are also highly attractive for customers. Dec., 7th Page 5 Relevance. Strong brands give orientation. generate trust. support the expression of your own personality. create affinity.
  • 6. A.-C. Hofmann Nothing has changed Comm. Strat. Nothing has changed. Dec., 7th Page 6 The BMW brand identity. Differentiators Premium brand foundation
  • 7. A.-C. Hofmann Nothing has changed Comm. Strat. However, even powerful brands need to evolve. Dec., 7th Page 7 Remaining strong.
  • 8. A.-C. Hofmann Nothing has changed Comm. Strat. Today's Challenges. Dec., 7th Page 8 Diversification of Target groups Enlarging Product Portfolio Media Explosion Megatrend: Energy & Resource Reversal
  • 9. A.-C. Hofmann Nothing has changed Comm. Strat. Megatrend: Energy & Resource Reversal. Dec., 7th Page 9 Paradoxical Customer Bahavior. think of Low Fuel Consumption as a Preferred Car Attribute. only are prepared to pay a higher price for an environment-friendly car. Source: AM-3, Milieu Research 1997-2010
  • 10. A.-C. Hofmann Nothing has changed Comm. Strat. Example 1: Asking consumers Dec., 7th Page 10 UK: Andrew (33) from London. We should adapt our lifestyles to make sure that we are aware of our carbon footprints. Cars in household: Fiat Punto, VW Fox Quelle: Milieuforschung 2007 Considered next car: Audi TT
  • 11. A.-C. Hofmann Nothing has changed Comm. Strat. Example 2: Asking consumers Dec., 7th Page 11 Spain: Francisco (39) from Castilla "It is true, we are smashing the planet. Cars in household: BMW M3 Cabrio, BMW 325i Quelle: Milieuforschung 2007 Short list next car: BMW, Ferrari
  • 12. A.-C. Hofmann Nothing has changed Customers delegate the problem of environ-mental friendliness to the car Comm. Strat. Dec., 7th Page 12 manufacturer. People act as But they are not sensitive towards willing to give up climate change. the standards they are used to. The Task: Create Dreamcars without sacrifice.
  • 13. A.-C. Hofmann Nothing has changed Comm. Strat. Our answer is BMW i. Dec., 7th Page 13
  • 14. A.-C. Hofmann Nothing has changed Comm. Strat. Film BMWi Phase 3 Dec., 7th Page 14
  • 15. A.-C. Hofmann Nothing has changed Comm. Strat. With BMW i, the BMW brand portfolio shows a Dec., 7th Page 15 balanced condition. Strategic directions for communication. Innovate Driving Pleasure. Thrilling Performance. Visionary Mobility. Focus on Engaging Aesthetics. Striking Technology. Inspiring Design. Boost Joy. Unrivaled Experience. Next Premium. Dynamic Dynamic Dynamic Joy Joy Joy Innovative Aesthetic Innovative Aesthetic Innovative Aesthetic Quality Service Quality Service Quality Service Safety Exclusivity Sustainability Safety Exclusivity Sustainability Safety Exclusivity Sustainability
  • 16. A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 16 Sustainability + Emotions Sacrifice.
  • 17. A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 17 BMW i embodies the Future of Mobility as we see it. Visionary Mobility. Pioneering in alternative drive trains, lightweight construction and aerodynamics as well as mobility services. (e.g. drive trains: electro, plug-in-hybrid, combustion; mobility services: location based services) Inspiring Design. Progressively clean shapes and materials in exterior and interior design. (e.g. life-drive-concept, CFK and renewable resources) Next Premium. Focus on a future oriented interpretation and attitude of premium. (e.g. sustainable value chain, convenient eCommerce offers)
  • 18. A.-C. Hofmann Nothing has changed Comm. Strat. BMW i. Dec., 7th Page 18 Main USPs of BMW i and its Products. CFRP (CFK) Clean interior Mobility and exterior Services design BMW i (i3, i8) Premium Offer Sustainability Purpose build (LifeDrive)
  • 19. A.-C. Hofmann Nothing has changed Comm. Strat. Phases of Communication for BMW i in 2011. Dec., 7th Page 19 2011 1 2 3 Full page BMW i positioning target Split screen substance topic and Full page car shots (family/single shots). group. BMW i positioning target group. Split screens product and BMW i positioning target group.
  • 20. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 1. Dec., 7th Page 20 Brand Launch.
  • 21. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 1. Dec., 7th Page 21 Brand Launch.
  • 22. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 22 Ads for Carbon Fibre Reinforced Plastic.
  • 23. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 23 Ads for electric mobility.
  • 24. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 2. Dec., 7th Page 24 Ads for mobility services.
  • 25. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 25 Ads for BMW i3 Concept and BMW i8 Concept.
  • 26. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 26 Ads for BMW i3 Concept.
  • 27. A.-C. Hofmann Nothing has changed Comm. Strat. Phase 3. Dec., 7th Page 27 Ads for BMW i8 Concept.
  • 28. A.-C. Hofmann Nothing has changed Comm. Strat. Dec., 7th Film Joy 2.0 Page 28
  • 29. A.-C. Hofmann Nothing has changed Comm. Strat. Efficiency increase of Engines Dec., 7th Page 29 l consumption / 100 HP 245 HP 102 HP 115 HP 170 30 6,4l /100km 6,7l /100km 8,3l /100km 15,0l 7,4l 30,0 24,7 25,0 20,0 15,0 10,0 8,8 8,1 5,8 5,0 2,6 0,0 60s 70s 80s 90s today /100 HP
  • 30. A.-C. Hofmann Nothing has changed BMW Group is Leading in its Efforts to Reduce CO2 Emissions. Comm. Strat. Dec., 7th Page 30 Despite a more powerful fleet BMW leads in Europe. 255 kW 230 236 210 190 122 kW 162 kW 170 127 kW 136 kW 120 kW 170 150 158 88 kW 152 153 148 130 128 110 90 MINI BMW Group BMW AUDI Lexus Mercedes Porsche Source: 2010 AAA for EU-23; NEDC
  • 31. A.-C. Hofmann Nothing has changed Comm. Strat. BMW EfficientDynamics - The Perfect Package to Dec., 7th Page 31 Reduce Fuel Consumption and Emissions. Performance Efficient Dynamics Weight Consumption
  • 32. A.-C. Hofmann Nothing has changed Comm. Strat. We have changed our kidneys many times. Dec., 7th Page 32 But never our heart.