BMW DESIGNED FOR DRIVING PLEASURE Louise Roets 1BML

TARGET AUDIENCE  Upper (middle) class  years  Adventurous driving  Luxury  Quality  Performance and handling  Mini and Rolls Royce

BRAND IMAGE  Differentiated values  Brand management tools  International key trade fair exhibitions  Strategic brand consultancy  Dealership architecture  Long therm thinking  Ecological and social responsibility  Website

B AYERISCHE M OTOREN W ERKE  Plane engine company  BFw became BMW  BMW AG  Rapp Motorenwerke  Bayerische Flugzeugwerke (BFw)  Fahrzeugfabrik Eisenach  1929: Automobile manufacturer  BMW's main products until World War II  Aircraft engines  Motorcycles  Automobiles

POSITIONING  One of the most succesfull companies in the world  Mini and Rolls Royce  Luxury automobile sector  24 manufacturing facilities in 13 countries  Distribution network in more than 140 countries

PACKAGING  Choose your own interior, options and design  Bmw Car Care products  Glass cleaning  Interior care  Convertible and Roadster care  Care Accessories

SLOGAN ‘Designed for driving pleasure’