BMW MINI COOPER

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BMW - MINI COOPER

• TEAM MEMBERS
• BONNEIL Vanessa
• BORNERAND Claire
• FOULLON Audrey
• LAQNISSI Hicham
• WITTKOTER Alexandra

• LECTURER
• M J.P. AMISSE

Master 2 Marché de lArt Management UFR AES
Montpellier I 2006/2007
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EXECUTIVE SUMMARY
VANESSA
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INTRODUCTION

• PRODUCT TYPE 
• Durable product
• Top-of-the-range, small and urban car

• ATTIBUTES
• Different MINI Cooper Models
• A modern design for an automotive legend
• Free-choice options
• Powerful
• Reliability, safety and comfort
• Go- Kart handling and road holding
• Environment protection

VANESSA
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HOLISTIC MARKETING ANALYSIS

• Consumer needs and wants

VANESSA
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HOW ARE NEEDS WANTS IDENTIFIED?

• MARKET STUDIES
• Intelligence of the steps
• Qualitative studies (Ethnomarketing and trend
  marketing)
• Quantitative studies
• Competing analysis

ALEXANDRA
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HOW ARE NEEDS WANTS IDENTIFIED?

• Example
• Brand image MINI Cooper
• Style
• Practical implication
• Originality / Value
• MINI Cooper Public
• Concept

ALEXANDRA
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WHO IS RESPONSIBLE TO MEET THIS NEEDS WANTS
ALEXANDRA
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PERFORMANCE METRICS
Commercial and financial aspects (Mix Marketing)
HICHAM
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PERFORMANCE METRICS
Technical aspects
HICHAM
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FEED BACK FOR ACTION

• Product and package
• Technical performance
• Communication
• Persona
• Distribution
• Mode of delivery, Supply chain
• Market

HICHAM
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FEED BACK FOR ACTION

• Means to collect information

• Internal sources
• External sources

HICHAM
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FEED BACK FOR ACTION

• The process to correct what may go wrong

Identification of the relevant and the important
information Classification Treatment
Action at the right time Action
HICHAM
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PROBLEMS OPPORTUNITIES
HICHAM
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PROBLEMS OPPORTUNITIES
HICHAM
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BRANDING STRATEGIC VISION

• To allow people to drive in safety a mythical
  car while giving it their personal touch, finding
  everywhere a place to park, and preserving the
  environment  

AUDREY
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BRANDING RECOMMENDATIONS

• 1. Key consumer bonding benefits

Personalization express his personality
Customizing the car creating their own motives
AUDREY
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BRANDING RECOMMENDATIONS

• 2. Mode of delivery

• Distribution strategy
• Improving accessibility to the choice
• Bringing the car to the consumer

• Partnerships
• Designers

AUDREY
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BRANDING RECOMMENDATIONS

• Elements of brand identity (PERSONA)
• Product
• - Name gt MINI Rally, MINI Star, MINI 4U, MINI
  Pop
• - Slogan gt  Opt for Mini attitude ! 

CLAIRE
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BRANDING RECOMMENDATIONS

• Pack concept (P/S)
• - MINI Cooper different side-view mirrors
• - MINI Cooper four roofs magnets
  
• - MINI Cooper video games gadgets

CLAIRE
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BRANDING RECOMMENDATIONS

• Communication objectives
• Improve the dialogue between the consumer and the
  company Internet (chat, CRM)
• Empowerment to increase bonding benefits
  developing partnerships, Rally Mini and other
  events

CLAIRE
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EVOLUTION OF BRANDING STRATEGY

• Line extension ecology
• Market development BRIC
• Developing maintenance network

CLAIRE
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THANK YOU
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SOURCES

• Concession BMW-MINI Montpellier (Mr. Jean Bernard
  DEBONO)
• Le Marketing études et stratégies (Yves CHIROUZE
  Ellipses Edition Marketing S.A. 2003)
• RETROVISEUR Hors-série / la Mini dans tous ses
  états 2006 / Edition LVA
• www.minimania.com , Technical informations
• www.mini.fr , Mini web site
• www.wheelsdirect2u.com/mini-cooper.htm ,
  Information about Mini Cooper
• www.mini.com , International website
• www.mini.fr www.miniusa.com
• www.ciao.fr Consumer reports
• www.caradisiac.com , Technical informations and
  car test drive
• www.turbo.fr , Minis actuality and car test
  drive
• www.enerzine.com , About the Mini Cooper Quad
  Electric Drive
• www.motorlegend.com ,About the Mini Cooper S
   John Cooper Works 
• www.dhnet.be , Auto-motos report about the Mini
  Cooper S cabriolet
• www.ecocentric.com , Marketing and events
• www.management.journaldunet.com/dossiers/050480mar
  que/mini.shtml, Brands history
• www.club-nouvelle-mini.com, Meetings, events
• www.culture-buzz.com, About minis  buzz
  marketing