Case: Bmw Launch of the Z3 Roadster

Launching the BMW Z3 Roadster Case Write-Up Executive Summary: BMW wanted to shape a new corporate image and planned to use the introduction of a sporty new roadster, the Z3, to set this in motion. In this process, they wanted to position themselves as a global brand, appealing to broader market segments. Due to their significant financial investment in a new manufacturing plant in South Carolina, they were highly motivated to make the launch of their first American-made car, the Z3, as successful as possible. Phase I of the marketing plan, which involved strategic product placement and cross-promotional activities with the new James Bond film, Goldeneye, proved to be a triumph, replacing previous traditional advertising methods with an "emotional fantasy", out-of-the-box image-based promotional campaign. The time gap between the height of Phase I publicity and the actual availability of the product requires a highly strategic Phase II plan. Another issue is the concern about maintaining BMW's well-known reputation as a German automotive company dedicated to quality and performance. Given this information, we determined that the three alternatives BMW could chose to implement in their Phase II design are either nontraditional marketing, traditional marketing or a well thought-out combination of both. We recommend that BMW continue into Phase II with a combination of both strategies. Having fulfilled their stated goals for Phase I, we believe this approach will continue to benefit the company throughout Phase II. Now that the hype from the James Bond movie has subsided, BMW must find a way to sustain the cachet built around the car until it's dealership arrival in March 1996. They want to continue promoting the car and the company through their sponsorship of the Summer Olympics while also reminding the public of BMW's traditional reputation. By emphasizing the previous success of Phase I using nontraditional concepts with an increase in more