Article 2: BMW Premium Marketing

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Summary

In year 2007, BMW Korea placed in the first of the imported car enterprise.
What leads them to reach the successful achievements?

Advertisement made by movie, Movie made by advertisement.

One of the BMW’s successful marketing factors is ‘combination between movie and advertisement’. Regarding concerning with customer’s interest, it was their strategy to optimize with entertainment to create what we called, ‘Branded Entertainment’. In 2001, Jim McDowell, representative of BMW marking in North America, have founded out that most customers purchase cars strongly influenced by website advertisement. Thus, he produced ‘The Hire’ series, internet movie clips of BMW information instead of spending on TV commercials. Even though ‘The Hire’ series were considered as short video clips, it was created by famous directors and actors.

BMW Korea also decided to use this strategy to make Korean version of ‘The Hire’ called, ‘The 3 stories’. In addition, when they launched Z4 coupe, they coproduced the main theme song, ‘Still Believe’ with two popular Korean singers, Rain and Jin-Young Park.

Marketing Experience

Another premium marketing of BMW is ‘Marketing Experience’ It’s not only focus on selling the product, but also provides with unique services or events to improve customer loyalty. For instance, Fast land service and Airport Service could be it.

My Opinion
- I’m very interested in cars so I was wondering about what the key role of BMW’s plan to rank in the first of Import 2007. I thought the simple success of BMW Korea was from decreasing the price until I saw the newspaper article. The successful corporation’s marketing strategy was definitely different. This strategy to attract customer’s interest with combining with entertainment reminds me of some teaching from the class. I am very amused with BMW’s strategy to use movie to create the unique advertisement. I think this kind of marketing plan hits not only in the market but also in the other fields. I realized that important factor to achieve the marketing goal is to consider customer loyalty. It’s very significant to maintain previous members with full trust and to bring new customers to interrelate between two. That is what I think ‘Power of Marketing source’


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