1. AWT Bavaria Ukraine. BMW Marketing 2013.
Sheer
Driving Pleasure
AWT Bavaria
Odessa
November 2013

2. BMW Marketing Ukraine. Review 2013 – Market Situation.
2012
Share, %
YTD 2013
Share, %
1 Series 32 1% 23 2%
3 Series
232
11%
231
16%
4 Series 6 0% Z4 9 7
5 Series
543
25%
278
19%
5 GT 48 15
6 Series 39 21
7 Series 68 3% 45 X1
347
214
15% X3
234
176
12% X5
359
17%
226 X6
236
184
13%
TOTAL
2147
1426

3. BMW Marketing Ukraine. Review 2013 – Market Situation.
2013 YTD
2013 YTD
Petrol
Diesel
Petrol,
2012
Diesel, 2012
1 Series
74%
26%
94% 6%
3 Series
68%
32%
88%
13%
4 Series
67%
33% Z4
100%
5 Series
53%
47%
92% 8%
5 GT
83%
17%
25%
75%
6 Series
90%
10%
7 Series
80%
20%
79%
21% X1
44%
56% X3
45%
55% X5
34%
66%
43%
57% X6
52%
48%
59%
41%
TOTAL
54%
46%
2012

4. BMW Marketing Ukraine. Review 2013 – Market Situation.
2013 YTD
sDrive
xDrive
sDrive; 2012
xDrive;
2012
1 Series
78%
22%
100%
3 Series
81%
19%
64%
36%
4 Series
67%
33% Z4
5 Series
61%
39%
5 GT
44%
56%
6 Series
52%
48%
69%
31%
7 Series 2%
98%
41%
59% X1
13%
87%
35%
65% X3 X5 X6
TOTAL
30%
70%
37%
63%
2013 YTD
2012

5. BMW Marketing Ukraine. Review 2013 – Market Situation.
BMW 3 Series

6. BMW Marketing Ukraine. Review 2013 – Market Situation.
BMW 5 Series

7. BMW Marketing Ukraine. Review 2013 – Market Situation.
GKL+

8. BMW Marketing Ukraine. Review 2013 – Market Situation.
BMW X1 / X3

9. BMW Marketing Ukraine. Review 2013 – Market Situation.
BMW X5 / X6

10. Review 2013 – Activity Calendar 2013.
BMW Marketing Ukraine.
Review 2013 – Activity Calendar 2013.
Topic
2013
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Launches
Brand Campaign – Aesthetic
GKL +
Sales Support Campaigns
Q1 and Q4 Retail focus
F30 / F10 / E84 / F25 Value Packages
F07 LCI
F15
F06 M
F34
F10LCI
F32
ATL
Print / Digital
7 Series
F06
Print / OOH
Print / OOH
Print / OOH / Digital
Print / OOH / Digital
Print / OOH / Digital
Print / OOH / Digital
Print / OOH / Digital
BTL
Launch Activities
Retail Focused Activities
X5 F15
F10 LCI
F32
BMW Roadshow
Sponsoring
Sports Marketing
Aftersales
BMW Financial Services
F30
7 Series
F34
F32 / F15
UFW
Legal Awards
BMW Club Meeting
UFW
F06 M
BMW Golf International
OOH / POS
POS at Events
Seasonal Campaign
Print / OOH / Digital / POS 10

11. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
Ukrainian Fashion Week is the professional fashion event of the prêt-a-porter shows, takes place twice a year, gathers more than 40 participants, accredits more than 150 Ukrainian and international mass media and is attended by over guests every time.
Activities: Product Placement, VIP Shuttle.

12. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Club Meeting
June 15, 2013
˃ 2300 BMW cars registered as participating;
˃ visitors
Model Range Promotion
F34 Launch
Accessories and Lifestyle area
BMW SF promotion

13. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Club Meeting
Activities:
Launch of the new 3 Series GT
M models exhibitions ( M6 Series GC, M5) + 2 motorcycles
BMW Financial Services promotion
BMW Lifestyle area (sale with special price offer just for that day + vouchers for 11% discount offers at our dealerships for the next 6 days – to get the traffic)
BMW Service promotion – flyer and special offer for vehicles older than 2 years

14. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Club Meeting

15. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Roadshow 2013:
8 cities
10 vehicles
2 months/ 20 test days
1.987 test drives km
F20/118d, F30/328i xDrive, F10/520i, F10/528i xDrive, E84/X1 xDrive, F25/X3 xDrive,
E70/X5 xDrive, E71/X6 xDrive, F07/535i xDrive GT, F06/640i Gran Coupe
Simferopol
Lviv
Dnipropetrovsk
Donetsk
Lugansk
Zaporizhia
Odesa
Kharkiv

16. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Golf Cup International 2013
Ukraine
July 20, 2013
Kiev Golf Club GolfStream
67 players (3 winners)
500 guests
Activities:
Launch of the new BMW M6 GC
M models exhibitions ( M5, X6 M)
BMW Model Range Test Drive
BMW Financial Services promotion
BMW Lifestyle area

17. BMW Marketing Ukraine. Review 2013 – Marketing Activities.

18. BMW Marketing Ukraine. Review 2013 – Marketing Activities.

19. BMW Marketing Ukraine. Review 2013 – Marketing Activities.

20. BMW Marketing Ukraine. Review 2013 – Marketing Activities.

21. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
VIDEO

22. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
The New BMW Importer Centre in Ukraine Groundbreaking Ceremony September 24, Media (100 guests)

23. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
F32 / F15 Preview Events: 14 Dealerships 24/ /11 2 vehicles for static presentation: BMW - X5 xDrive 50i BMW - 435і xDrive Coupe Test Drive: BMW - X5 xDrive30d
Kyiv
Simferopol
Kremenchuk
Khmel’nits’ki
Lviv
Dnipropetrovsk
Donetsk
Lugansk
Zaporizhia
Mykolaiv
Odesa
Kharkiv
Rivne
Poltava

24. BMW Marketing Ukraine. Review 2013 – Marketing Activities.

25. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
VIDEO Groundbreaking Ceremony VIDEO F32 / F15 Preview Event

26. BMW Marketing Ukraine. Review 2013 – Marketing Activities.
BMW Information Sheets A4

27. BMW Marketing Ukraine. Review 2013 – Aftersales.
OOH / Billboards
DM / Seasonal Campaign Brochure
DM / Flyer

28. BMW Marketing Ukraine. Review 2013 – BMW Financial Services.
Insurance Flyer
Car Stickers
BMW Financial Services Flyers
Mirror Hanger
Showroom Pylon
Showroom Financial Price

29. BMW Marketing Approach 2014. Ukraine.
Hero
Local Market
September 2013
2014
# 1

30. Marketing Approach 2014. SWOT.
Strengths
Opportunities
New X models
Competitive price positioning
Dealer network with good coverage
Attractive financial products with SF
High level of brand&company loyalty
BPS/Trade-in
Aftersales focus
End-user sales control
Entry model strategy (for key segments)
New Dealerships Opening
Weaknesses
Threats
Strong political lobby of the MB importer
New taxes/Economic depression
More attractive basic equipment lists of competitor vehicles
Euro/USD exchange rate
New competitors' products
Competitors special price positioning (e.g.ML)
Grey market
Difficulties with Spare Parts Delivery 30

31. Marketing Approach 2014. Priority Ranking.
Priority Ranking
Priority Topics
1 = High / 5 = Low 1 2 3 4 5
Example* X
Aesthetics Campaign x
BMW 2 Series Active Tourer
BMW xDrive Campaign (F15,F25 LCI, F26, F16)
Sales Support UKL (F20)
Sales Support KKL (F30) 6
Sales Support MKL (F10) 7
CRM Approach 8
Sales Support GKL+ 9
Sales Support Package Offers 31

32. BMW Activity Plan 2014.

33. Thank you for your attention!
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