最新宝马MINI汽车机动车marketing.ppt

最新宝马MINI汽车机动车marketing.ppt

ID:51459934

大小:4.30 MB

页数:25页

时间:2020-03-23

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1、StrategicMarketingSuccessMINI2001-BestoftheBest:MINI-MostFun—AutoWeekMagazine2001-CaroftheYear—CarMagazine2002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine2003-NorthAmericanCaroftheYear—CaroftheYearAwards2003-SportingCaro

2、ftheYear—AutoExpressHistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFutureMINIProductLifeCycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(`000)TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulld

3、ogIndividualityInspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandn

4、ameDrivingexperienceSafetystandardsLet’sMessWithPerfection!EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINEDLet’sEvolve!“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.Autocar,Br

5、itain’sbesthothatch,May2002ExclusiveAvailableLowHighPricepositioningBrandpositioningExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesA

6、dvertisingPromotionWarrantyLet’sMotor!Let’sGoonTour!It’sLove.PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8HistoryinaMINI(ute)RebuildMINIGoGlobalFUTURELet’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutle

7、gacies.Let’srememberwhogotushere.

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