The
overall goal for BMW is to be the world’s leading provider for quality vehicles
while maintaining their luxurious and unique features, BMW has executed their
goals by enforcing both AIDA and the promotional mix
ATTENTION
BMW gets its attention
behind the tremendous beauty of the car itself, with its overall design everything
from the wheel base to the door handle each part of the car is perfectly aligned
with the other and its dynamic trim is pure beauty to the eye, in fact BMW is
known for having the perfect harmony between technology and aesthetics.
INTEREST
BMW intrigues their target
audience constantly with the technological features of the car, for example BMW
is the only car company that has H.U.D (Head up Display) which is an anti-distracting
navigation projection on your wind shield, also it hand gesture control was
rated number one best technological feature. Other intriguing features is the
outstanding levels of being comfortable while driving and be driven in one, the
engine power and handling of the vehicle
DESIRE
Over the years BMW has built
this luxurious brand status and associated itself with an upper scale social
class, therefore people may desire the car because of its features and
capabilities, but they desire the title that comes with is by using BMW vehicles
as a statement to display high income or being financially well off because the
typical person who has a BMW is one of the two if not both.
Action
After being impressed with the features, capabilities and
the social platform of BMW vehicles 9 out of 10 consumers take action to
purchase a BMW or to prepare for purchasing a BMW even if they cannot afford
one
Social Media
BMW has a tremendous amount
of following on Facebook, at 13.4 million followers which they provide with daily
pictures, updates and videos of their cars and receiving feedback, allows BMW
to stay relevant in the industry and to their target market.
Personal Selling
Most of the selling is done through the ideal image BMW has
presented in advertising and brand recognition, therefore the only personal
selling that has to be done is letting the consumer touch and test drive the
car to experience what the hype is about.
No comments:
Post a Comment