Which means that if today a certain group of people fits that criteria, then tomorrow some other people will fit those criteria. Want to know how the BMW market segmentation use this idea for targeting and positioning to create a success story? The Viagra example. Then read on because in this article I will be sharing with you the BMW Segmentation and Targeting success story from which led to a brilliant ad campaign.
It is really crucial for you to understand what is segmentation, targeting and positioning before we get into the BMW market segmentation. How would you begin the marketing process for a company you are working for or for a project that you are working on? Would you begin by identifying the needs of the customer?
If yes, then which needs of which of your customers? As a marketer, you might not be working towards just one need of a customer, but different needs of different customers. And when you group the customers based on some homogeneity in their needs or based on some criteria involving their attributes and characteristics, you have perfectly performed segmentation on your audience. Now you would know the different clusters of need that you have to cater to.
So to get this correct, segmentation is where you would begin to create value for your customers that the customers need. Because now you would know which kind of customers need what.
Gone are the days of mass marketing. If the need of my customer A is different from the need of the customer B, you would want to tell about the same product to both the customers differently. Further, a particular product of yours can only be for one or few segments.
And therefore, you need to choose which segments s you plan to target. This is Targeting. You would want them to associate with the product differently, in line with what utility they see from it.
In fact, you might as well offer them a different customized version of the product, if possible. In , BMW found itself with a market share that had hit a plateau in a market that was cluttered with many international players. In order to stand apart from the crowd and to reinvent its brand identity, BMW initiated an extremely successful marketing campaign.
This BMW marketing strategy revolved around a series of short films that it released. BMW released a series of short films, titled The Hire. This entire series had numerous short films directed by various avant-garde directors of that time such as Tony Scott, Ang Lee, John Woo, James Brown and many more. His most trusted choice for the road always turns out be a BMW car.
The short films are extremely high on action, with Clive Owen cutting through the traffic on the streets in his swift and swanky BMW cars. He is chased by the antagonists, the cars of whom never seem to be able to match the performance of the BMW. And, therefore, in all of these episodes, Clive Owen is not the only one who emerges as the hero. But do you think that this BMW marketing strategy was just about telling people how cool their car was? Do you think that this BMW marketing strategy was for its existing customers to feel good about their purchase?
Or for the potential customers who can afford a car like that? If you look at these films, they exuberate a certain kind of attitude. Some of them are edgy, some are extremely violent and gruesome. Some are classy and swanky while some have blood and gore. And that again brings us back to the pertinent question to ask is that what was the purpose of these short films?
For whom were they created and what was the impact on the segment for which they were created? For this let us understand what is the basic BMW market segmentation. It is certain that the customers for each of these series would be fairly different. Error rating book. Refresh and try again. Open Preview See a Problem? Details if other :. Thanks for telling us about the problem. Return to Book Page. Created with the weekend mechanic in mind, this extensively illustrated manual features projects that will help you maintain, restore, modify, and enhance your 3 Series sedan.
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