Relaunch the BMW C1 - advertising copy

Résumé du document

Introduced in 1999, during the car fair trade of Frankfurt, the BMW C1 scooter was a breakthrough in the two-wheeler world. It was the first scooter that you can ride without wearing a helmet. It is an advanced hybrid form between an automobile and a motorcycle. After having sold 10,614 units in 2001, BMW only sold 2,000 units in 2002, and ceased the manufacturing of the C1 in October 2002. It was never made available in the USA. BMW is strongly associated with high quality, safety and stylized cars. The German car manufacturer strategy is to make high margins on medium sized sales volumes. Compared to other competitors, the firm has a narrow range of models and is positioned on the upper market. The launch of a scooter was a test for the conservative firm, it had never created a scooter before and as far as the design of the scooter is concerned, it was very innovative and its features were clearly advanced. The scooter had been on the market for 3 years, and 3 071 scooters had been sold in the UK. BMW withdrew the Cityone from the market because of high manufacturing costs due to small volume. Since 2002, the Cityone has disappeared from the BMW dealers' network but is still a very coveted scooter on the used market.

Extraits

[...] The targeted groups and advertising objectives b. The unique selling point c. The copy strategy and AIDA method CONCLUSION Introduction Introduced in 1999, during the car fair trade of Frankfurt, the BMW C1 scooter was a breakthrough in the two-wheeled world. It was the first scooter that you can ride without wearing a helmet. An advanced hybrid form between an automobile and a motorcycle. After having sold 10,614 units in 2001, BMW only sold 2,000 units in 2002, and ceased the manufacturing of the C1 in October 2002. [...]

[...] All the advertising slogans through the history of BMW play on that idea. - BMW. The Ultimate Riding Machine. - BMW. Sheer Riding Pleasure. - The Ultimate Riding Experience. The appeal of BMW machines comes from the combination of dynamic performance, a distinctive quality and attractive designs. The relaunch of the C1 is the opportunity for BMW to reproduce the success of the Italian VESPA scooter. The ingredients are there (innovative design, unmistakable shape, the only thing that it lacks is a marketing push to turn it into a style icon, an ambassador of the goût”. [...]

[...] They need to be reassured because they don't know a lot about the product and often it's their first purchase. As a result the customer is very sensitive to the brand image and the quality of its dealer networks. 20012002200320042005200620072008- 12568 45659 50169 22479 23885 658111 985117 900111 125111 134109 253106 910104 573110 960117 379121 066119 964total179 590 176 149183 454196 618229 364238 966237 695 This table presents the volume of sales from 2001 and 2008 on the two-wheeled market (scooters and motorrads). With sales of the UK market is close to last year record figures. [...]

[...] The BMW brand image and strategy A brand of prestige with a distinctive profile. The BMW group is present on both automobile and motorcycle markets. With its milestone brand, BMW, the BMW Group strategy is to target the premium sector of the international automobile market. The strategic objective is to set BMW in people minds as the leading provider of premium products. The brand image is based; whatever market segment you speak of; on social evocations and built on the unmatched safety provided to the BMW product owners thanks to the efficiency of the BMW equipments. [...]

[...] Relaunch the BMW C1 - advertising copy table of contents INTRODUCTION 1. THE CURRENT CONTEXT a. The global stakes for BMW Group b. The BMW brand image and strategy c. The marketing issues 2. THE MARKET AND PRODUCT ANALYSIS a. The city scooter market b. The BMW Versus its competitors c. The Marketing mix d. The previous advertising e. The key factors of success and SWOT analysis 3. THE ADVERTISING STRATEGY a. [...]