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    Launching The BMW Z3 Roadster

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    Mandar Patil
    The document summarizes the launch strategies for the BMW Z3 roadster. Phase I capitalized on the car's placement in the James Bond film GoldenEye, generating hype and pre-orders. Phase II plans were informed by Phase I's success using non-traditional marketing like radio contests, product placement, and dealership events to associate the Z3 with Bond and drive excitement beyond traditional advertisements. The Bond-focused launch established the Z3 as the "car Bond drives" and helped BMW shift perceptions to an experience-focused brand, setting the paradigm for the next phase.

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    Launching The BMW Z3 Roadster

    Uploaded by

    Mandar Patil
    341 views10 pages
    The document summarizes the launch strategies for the BMW Z3 roadster. Phase I capitalized on the car's placement in the James Bond film GoldenEye, generating hype and pre-orders. Phase II plans were informed by Phase I's success using non-traditional marketing like radio contests, product placement, and dealership events to associate the Z3 with Bond and drive excitement beyond traditional advertisements. The Bond-focused launch established the Z3 as the "car Bond drives" and helped BMW shift perceptions to an experience-focused brand, setting the paradigm for the next phase.

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    Launching the BMW Z3 Roadster case solution

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    Launching the BMW Z3 Roadster

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    The document summarizes the launch strategies for the BMW Z3 roadster. Phase I capitalized on the car's placement in the James Bond film GoldenEye, generating hype and pre-orders. Phase II plans were informed by Phase I's success using non-traditional marketing like radio contests, product placement, and dealership events to associate the Z3 with Bond and drive excitement beyond traditional advertisements. The Bond-focused launch established the Z3 as the "car Bond drives" and helped BMW shift perceptions to an experience-focused brand, setting the paradigm for the next phase.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    341 views10 pages

    Launching The BMW Z3 Roadster

    Uploaded by

    Mandar Patil
    The document summarizes the launch strategies for the BMW Z3 roadster. Phase I capitalized on the car's placement in the James Bond film GoldenEye, generating hype and pre-orders. Phase II plans were informed by Phase I's success using non-traditional marketing like radio contests, product placement, and dealership events to associate the Z3 with Bond and drive excitement beyond traditional advertisements. The Bond-focused launch established the Z3 as the "car Bond drives" and helped BMW shift perceptions to an experience-focused brand, setting the paradigm for the next phase.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Launching the

    BMW Z3 Roadster
    Introduction
    Successful launch of phase I launch of BMW Z3
    Phase out-of-the-box pre-launch campaign centered on the
    placement of the product in the November 1996 James Bond movie,
    Golden Eye
    Phase II launch strategies for the launch of the new BMW Z3 roadster
    BMW Z3 is the first BMW car which is being manufactured in North
    America.
    Objectives
    Motivate and stimulate dealer network so as to improve quality
    Build an order bank to meet specification requirements of
    customers
    Background
    Business strategy aimed at repositioning of BMW from merely a
    status symbol to a more quality-oriented Ultimate Driving
    Machine
    Aimed at attaining annual unit sales of 100,000 units in the US
    Need to secure a competitive advantage quickly, as other
    manufacturers had similar concepts under development
    Features
    1.9 liter 4-cylinder engine
    6 Speaker sound system
    Power windows and power seats
    Cruise control
    The Final Pre Lunch Marketing
    Plan
    Special edition Bond Roadster in
    Neiman Marcus Christmas Catalogue.

    Built for Todays 007 created a sense


    of pride for Bond follower which lead
    to excess demand of special edition.

    Began with 20-unit sales goal till


    Christmas period, however 100 z3
    orders received.

    6000 customers in waiting list for 100


    cars is evidence of marketing at its
    best.
    BMW
    Internet site
    Clips from Golden eye film on
    website to increase visits and
    hits.

    Build your own Roadster

    Increase in hits on website up


    to 300%

    Apple Tv spot during Academy


    awards in which Z3 got 25
    seconds of airtime.
    Press Launch in Central Park:
    Z3 was introduces in public at central park launch event
    in presence of 200 media representatives.

    Olden Eye Q detailing Z3 as latest invention, CEO


    Pankes entry of the secret code, Bond Brosnan
    arrives at scene in his Atlanta Blue Roadster.

    Showcased in segment of Today Show, Extensive


    coverage in both broadcast and print

    Cartoon about Brosnan being upstaged by car!!!


    Radio DJ Programs:
    Radio DJ program featured DJs from leading radio
    stations in 13 major metro markets

    DJs were approached to design a program


    segment to incorporate Z3.

    DJ were encouraged to be innovative and adopt


    creative license

    A DJ in Atlanta dressed up as Santa and drove his


    Jay Leno Tonight Show: Z3 onto Atlantas playing field at half-time

    BMW offered Jay Leno the use of Z3 on his show Another DJ gave away Z3 during a live radio
    broadcast.
    Z3 was incorporated as being used by Bond to dodge all
    approaches from NBC security in crossing studio lots. 3 times WOM effect compared to other
    programs, and got over 6000 spots from event.
    Summing it up, the skit was tactical move of transferring Bond
    identity to the very owner of BMW Z3
    BMW communications with Dick Clark
    productions created Go, An American Road
    Story.

    The story focused on emotional character of


    driving experience and tried to position Z3
    close to the customers heart.

    Story of Faber, An overworked architecture


    who decides to relieve a cross-country road
    trip he took with his aunt when he was 10.

    Emphasizing on how every road trip in ones


    life is a cherishing moment and driving
    experience that car adds to it.
    Dealers Advertising and Promotion
    TV and Print Advertising
    Agency Fallon McElligot developed TV and Print advertising, Visiting dealer, presentations emphasizing
    launch team felt non-traditional spirit is maintained. strategic value of launch to BMW.
    Message : James Bond traded in his car for a new BMW. Encourage to make most of the opportunity ahead
    BMW was associated with evolution of Bond character. and making them understand marketing support
    Shift in advertising from performance capabilities levels both BMW and MGM were putting in Bond
    emphasizing to persuading the message subtly using campaign.
    entertainment.
    2 TV spots, National print advertising were part of million Private screening of Bond film and car before BO
    dollar campaign. opening.
    50% growth in advertising recall by TV viewers according to Dealers guest-list of their best customers were
    market survey conducted. mailed personalised invitation to film screening.
    On opening night dealers also gave motivating
    speeches.
    007 : Licensed to sell kits, Multimedia kiosk
    videos and Bond 007 license plate
    Success of Phase 1 Launch
    Launch plan budget 40/60 between Traditional and Non Traditional
    elements.
    Bonds Film received largest opening weekend and also gave Z3 an
    image of Bonds car.
    The car that Bond drives!, I saw the Car in movie. clearly shows hype
    created By Bond campaign.
    Z3 reviews were favorable and over 9000 orders were pre-booked.
    It heightened excitement value of message and
    made people ripe with anticipation.
    Dealer upgraded to meet demands, BMW developed an order bank.
    Efficiencies were gained with Nontraditional approach and dollar spent
    were more impactful.

    Phase 2 Launch strategy


    Launch of Z3 was a sort of Paradigm shift.
    Realization of power that Non-Traditional approach had over Traditional
    ones.
    As much as 3 times cost saved and unmatched impact was made with
    Non traditional media usage.
    Phase 1 launch developed pathway for planning phase 2Z3 strategies
    and brought change in philosophy.

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