Bmw Z3 Pre-Launch Strategy
BMW Z3 Launch HBS Case Study
Date: 18th August 2009 Question 1 Define what you see as the 2 main risks and 2 main benefits of non traditional marketing. Use the BMW case to support your assertions. A paragraph explaining each point will be sufficient. Answer 1 The Z3 case shows how communications strategy and tactics have evolved beyond traditional TV and print advertising. *Two key* Risks of Non-Traditional Marketing are highlighted below: *Systems not in place to measure the effective*ness* or success*. Examples from the case highlighting this risk are: Apart from the fact that the return of investment is not guaranteed, there is no real way of measuring the effectiveness of a particular element. This is the supported by the major risk undertaken in the Radio DJ program. Even though, the program worked well for BMW; they received 6,000 spots when they were only promised 3,800. However, the BMW management was not sure of how this would pan out and only gave the go-ahead 1.5 weeks before the d-day. Lack of control of the outcome. Examples from the case highlighting this risk are: The total unpredictability of the message content on the Jay Leno Show. Even though, it was a calculated risk, the outcome would be known until it was too late. So essentially, BMW would have to accept whatever happened, good publicity or bad. BMW did not anticipate that the Neiman Marcus Catalog would receive 6,000 customer orders as compared to the predecided Even though they benefitted from this, there was an aspect of lack of control. *Mutual Leverage due to corporate partnerships *between *BMW and others*. Examples supporting this benefit are: BMW teaming up with Bond was an excellent move. Bond and his movies completely encompass the message that BMW communicates to consumers: excitement, thrill, high-class and fun. And what better way to promote a car
Date: 18th August 2009 Question 1 Define what you see as the 2 main risks and 2 main benefits of non traditional marketing. Use the BMW case to support your assertions. A paragraph explaining each point will be sufficient. Answer 1 The Z3 case shows how communications strategy and tactics have evolved beyond traditional TV and print advertising. *Two key* Risks of Non-Traditional Marketing are highlighted below: *Systems not in place to measure the effective*ness* or success*. Examples from the case highlighting this risk are: Apart from the fact that the return of investment is not guaranteed, there is no real way of measuring the effectiveness of a particular element. This is the supported by the major risk undertaken in the Radio DJ program. Even though, the program worked well for BMW; they received 6,000 spots when they were only promised 3,800. However, the BMW management was not sure of how this would pan out and only gave the go-ahead 1.5 weeks before the d-day. Lack of control of the outcome. Examples from the case highlighting this risk are: The total unpredictability of the message content on the Jay Leno Show. Even though, it was a calculated risk, the outcome would be known until it was too late. So essentially, BMW would have to accept whatever happened, good publicity or bad. BMW did not anticipate that the Neiman Marcus Catalog would receive 6,000 customer orders as compared to the predecided Even though they benefitted from this, there was an aspect of lack of control. *Mutual Leverage due to corporate partnerships *between *BMW and others*. Examples supporting this benefit are: BMW teaming up with Bond was an excellent move. Bond and his movies completely encompass the message that BMW communicates to consumers: excitement, thrill, high-class and fun. And what better way to promote a car