MINI Cooper Countryman Marketing Plan P2K Communications Allyn Proffitt Kailie Kirven Elizabeth Knifley Table of Contents Executive Summary Situation Analysis SWOT Analysis Positioning Statement Audience Analysis Focus Group Discussion Guide Communications Objectives Strategies & Tactics Public Relations Traditional Advertising Sales Promotion Direct Response Paid Online Advertising Online Social Media Nontraditional Media Creative Brief Creative Executions Print Advertisements L.L.Bean
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strategy to achieve the continuity of the Mini Coopers brand was to maintain its original legacy as one of the world’s iconic vehicles ever made. Mini was first developed in the 1950’s by a gentleman named Alex Issigonis. Its original design was develop to be fuel efficient due to the global fuel shortage (Horatiu‚ 2012). In the early 1960’s‚ a guy by the name of John Cooper vision the Mini as sports car and created the very first Mini Cooper. Mini Coopers legacy since its creation in the 50’s is
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“audience-centred activity” (Fill‚ 2005‚ p.9). This report aims to analyse the current marketing communication activities for one of the most recognised brands in the UK and the world‚ MINI Cooper. The first part includes some background information and after that the report follows the planning framework provided by Fill (2005) including: context analysis for the brand; objectives; communications strategy; communications mix; scheduling and implementation; resources; evaluation and control. The last part includes
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MINI COOPER 10.2478/v10284-012-0001-3 MINI COOPER: CURRENT MARkETING STRATEGY‚ DIGITAL MARkETING APPROACH‚ THE BRAND & ETHICAL vALUES OXANA SRIBNYAK ABSTRACT This paper aims to analyse the MINI’s case study to discover which marketing tools have best served to build a world-class iconic car brand. Using knowledge learned over the marketing course‚ their current marketing strategy will be analysed in detail. The second part will then critically examine the digital marketing approach of the
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about how the MINI cooper has been worked on to continue to be reliable to the old customers and new customers. It has been around since the 1950’s and it looks like it will continue to be around. My paper will hit up information about explicit and implicit brand of communication for the MINI cooper. Levi’s positioning 1. How has BMW achieved continuity of brand message without alienating existing customers and encouraging new Mini purchasers? The Mini cooper is a very
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The mini is a very historical car. The original mini was designed in 1959 by Sir Alec Issagonis. Two years later the Mini took on a more racing and sporty model called the Mini Cooper‚ named after the racing expert John Cooper. Minis are known to be a smaller‚ sportier car with maximum interior space for the driver and passengers. In 2002‚ BMW managed to bring back the retro image of the Mini‚ while at the same time making it modernized‚ affordable and safe. The Mini appeals to 2 dominant target
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The Mini Cooper Company once raised a question: if Mini is not a car‚ what will it be? Although the brand didn’t know what kind of answer it would receive‚ the question caught consumers’ eyes and the replies helped the company to identify and satisfy customer demand. Apparently‚ marketing circumstance is complex and consumer psychology is hard to touch. Thus brand managers take great time and effort to resonate consumers‚ so as to promote consumption. For example‚ displaying advertisements on TV
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How to measure brand image: a reasoned review Luca Cian‚ Ross Business School‚ University of Michigan‚ USA* The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered‚ including attitude scales‚ Q-Sort‚ Natural Grouping‚ Kelly Repertory Grid‚ Laddering‚ Benefit Chain‚ Projective Techniques‚ Brand Personality‚ and Brand Narration. Considering the number of tools presented‚
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Title : The Mini Cooper Story ; The Car of the Century Order : Topical Order General Purpose : To inform Specific Purpose : To inform audience the story behind of Mini Cooper time-line Introduction 1) Exciting build-up a) Prototype commissioned By the latter half of the 1950s‚ Leonard Lord‚ chairman of the British Motor Corporation (BMC)‚ had become convinced of the need for a new kind of small car. In 1957‚ he commissioned engineer Alec Issigonis‚
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MARKETING MANAGEMENT SBMA7138 MINI COOPER – THE MARKETING STRATEGY Assignment 2 Essay By Kunik Bharti ID: 1303608 MBA Term 1 Supervisor: Richard Small Submission Date: September 4‚ 2014 INTRODUCTION AIMS: To critically analyse and research the Marketing Strategies and possible responses of THE MINI‚ the automobile brand. Try to find the path taken by MINI after the recent takeover by German giant BMW in 1999-00. In this essay we would be looking primarily the small car sector market in the
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