Sujin Rye, Junyoung Eum, Daniel Bae, Rosa Hernandez

Current CEO: Norbert Reithofer (2006~) 28 plants through 13 countries 2012 Revenue : €60,477 millions 2013 Revenue : €68,812 millions Employees : 109,871

BMW (Bavarian Motor Works), founded in 1916 Originally 3 aircraft engine manufactures Product first vehicle in 1929 By the 1980s, established itself in the luxury/ performance segment of the global automotive market Subordinated companies (Mini, Rolls Royce) Fun fact

Brand based comparative method: it is a method tries to examine consumer’s response to identical marketing response to different brand in the same product category

Marketing based comparative method : tries to understand consumer response under different marketing promotions Warranty changed California emission control warranty 7yrs 70,000 miles to 15yrs 150,000miles

Survey-based multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands The case held in 1999 regarding 3series

In 1999, the 3 rd generation 3-series designed as compact car; offered minimal passenger comfort Received complained regarding 3-series cramped rear seat and other interior for purchasing $40,000 for compact (plastic interior heavily criticized) Faced new competition from other luxurious brand

Using the conjoint analysis and figuring out most important factors in purchasing behavior for a new vehicle Two most important factor for producing the safest and best driving machine Product components and product qualities Benchmarking competitors’ product Analyzing their noise control and comforts A goal for new 3 series is to be one of the quietest, safest, comforts in its class

Interbrand is an American global branding consultancy, specializing in vast brand services including brand strategy, brand analytics, brand valuation.

Demographic : men and women aged years old Behavioral : These people have successful image Geographic : Main markets are Europe and North America

BMW’s economic profit : net value added minus government/public sector Economic profit : 2012 : €15,678 million 2013 : €16,121 million

Role of brand : measures the part of the purchase decision that is attributable to the brand. Role of Brand Index : quantifies this as a percentage Overall Brand Perception BrandScore Mercedes-Benz77 BMW66 Porsche21 Jaguar15 Land Rover11

Brand reputation Quality products Environment-friendly vehicles

Topped US luxury auto sales in 2012 Increased car sales 40 percent in the Chinese market Sustainability and urban mobility i3 and i8 models Chargepoint mobile app

Largest markets for electric vehicle sales US, China & Europe London showroom for i series of electric an d hybrid vehicles

What would be the next step? targeting lower class automotive manufactures? targeting high class automotive manufactures?

"Mission Statement of BMW." BMW Mission Statement N.p., n.d. Web. 06 Apr "Measuring Outcomes of Brand Equity." Measuring Outcomes of Brand Equity. N.p., n.d. Web. 06 Apr Service and Warranty Information WOODCLIFF LAKE: BMW North America, LLC, June PDF. Service and Warranty Information WOODCLIFF LAKE: BMW North America, LLC, Aug PDF. “2013 Car Brand Perception Survey.” ConsumerReports.org Official Site. ConsumerReports, Feb Web. 1 Apr “Best Global Brands 2013.” Interbrand Official Site. Interbrand. n.d. Web. 1 Apr. 2014

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