P ROJECT R EPORT

ON

Subject
Brand Management

Supervised By
Dr. Reshma Nasreen

Submitted By
Azharuddin Khan
MBA (Pharmaceutical Management)
Semester: 1 st , Batch: 2009-11
Department of Management Studies
Jamia Hamdard, New Delhi
1|Page
 Contents
 Brand Inventory

 History………………………………………………………3

 BMW Group………………………………………………..4

 BMW India………………………………………………….4

 Brand Width………………………………………………..5

 Brand Portfolio…………………………………………….6

 Product Attributes………………………………………...7

 Marketing Strategies……………………………………...7

 Brand Exploratory

 Mental Map.………………………………………………...8

 Customer based Brand Equity…………………………9

 CBBE Pyramid…………………………………………….10

 Recommendations…………………………………………..11

2|Page
Brand Inventory
HISTORY:

Bayerische Motoren Werke AG (BMW) is a German manufacturer of automobiles,

motorcycles, and aircraft engines. Based in Munich, Germany, the company is the leading
auto exporter in Europe. The English translation of the company's name is Bavarian Motor
Works.

The company traces its origins to 1913, when a Bavarian named Karl Rapp began an
aircraft-engine shop in Munich named Rapp Motoren Werke. In 1917 Rapp resigned and the
company, led by Austrian engineer Franz-Josef Popp, changed its name to Bayerische
Motoren Werke. That same year chief engineer Max Friz designed the company's first aircraft
engine, the six-cylinder Type IIIa, which created strong demand for BMW engines. When the
1919 Treaty of Versailles prohibited German companies from producing aircraft and aircraft
engines, BMW switched to making air brakes for railway cars. In 1923 Friz developed the
company's first motorcycle, the R32, a model that held world speed records for motorcycles
during most of the 1930s.

In 1928 the company entered the automobile business by acquiring Fahrzeugwerke

Eisenach (Eisenach Vehicle Factory), a maker of small cars based in Eisenach, Germany. In
the 1930s BMW began producing a line of larger touring cars and sports cars, introducing its
highly successful model-the 328 sports car-in 1936.

After World War II ended in 1945, Allied forces dismantled the company's main
factories. BMW made kitchen and garden equipment before introducing a new, inexpensive
motorcycle to the German market in 1948. The company's return to auto production in the
1950s resulted in poor sales. In the 1960s the company turned its fortunes around by
focusing on sports sedans and compact touring cars, and it began to compete with Mercedes-
Benz in the luxury-car markets of Europe and the United States. BMW's U.S. sales peaked in
1986 but then dropped steeply, partly due to competition from two new luxury cars-Lexus,
made by Toyota Motor Corporation, and Infiniti, made by Nissan Motor Co., Ltd. The 1989
collapse of the Berlin Wall led to a boom in car sales in Europe, and in 1992 BMW outsold
Mercedes-Benz in Europe for the first time.

In 1990 BMW formed a joint venture with the British aerospace company Rolls-Royce
PLC to produce aircraft engines for business jets. In 1992 BMW broke ground for a major
automobile plant in Spartanburg, South Carolina, its first automobile plant in the United
States. In 1994 BMW acquired 80 percent of the Rover Group-a British manufacturer of small
cars, luxury cars, and Land Rover sport-utility vehicles-from British Aerospace PLC. The $1.2
billion acquisition brought the company into new markets.

3|Page
The BMW Group:

With the three brands, BMW, MINI and Rolls-Royce

Motor Cars, the BMW Group has its sights set firmly on the
premium sector of the international automobile market. To
achieve its aims, the company knows how to deploy its
strengths with an efficiency that is unmatched in the
automotive industry. From research and development to sales
and marketing, BMW Group is committed to the very highest
in quality for all its products and services. The company's
success to date is proof of this strategy's correctness. The
strategic objective is clearly defined: The BMW Group is the
leading provider of premium products and premium services
for individual mobility.
(BMW Headquarter at Munich,
Germany)

Overseas subsidiaries

o South Africa
o United States
o India
o China
o Canada
o Austria

BMW India
Headquartered in Gurgaon (National Capital Region) BMW India is a 100%
subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian
Rupees.
The wide range of BMW in India include the establishment of a production plant in
Chennai (Tamil Nadu) and development of a dealer organisation across major
metropolitan centres of the country.
On 29 March 2007, BMW India officially opened its production plant in
Chennai. The BMW Plant Chennai produces the BMW 3 Series and BMW 5 Series
Sedans in petrol and diesel variants and has a capacity to produce 3000 units per
year on a single shift basis.
Presently, 12 dealers represent BMW in the Indian market; Bird Automotive
(Gurgaon, NCR), Deutschen Motoren (New Delhi); Navnit Motors (Mumbai), Infinity
Cars (South Mumbai); Krishna Automobiles (Chandigarh); Navnit Motors
(Bangalore), Delta Motors (Hyderabad), Kun Exclusive (Chennai), Bavaria Motors
(Pune), OSL Prestige (Kolkata), Parsoli Motors (Ahmedabad) and Platino Classic
(Kochi) . Owing to an exuberant growth potential, BMW is hopeful of multiplying
its annual sales volume and has already chalked out an extensive dealer strategy
to support its plans.

4|Page
 BMW India will further strengthen the dealer network by stepping into Phase
II, by expanding into the markets of Ludhiana, Bhubaneshwar, Jaipur and
Coimbatore, by the end of 2009.
BMW dealerships presently display the BMW 3 Series (325i, 320i and 320d,
320d Highline) and BMW 5 Series (525i, 530i, 520d, 530d and 530d Highline) that
are produced at the BMW Plant Chennai. BMW dealerships also display the BMW
6 Series (650i Coupé and 650i Convertible), BMW 7 Series (750Li), BMW X3 (X3
xDrive25i, X3 xDrive20d) and the BMW X5 (X5 xDrive48i and X5 xDrive30d) which
are available in the country as CBU’s (completely built-up units). The BMW M3
coupé, BMW M3 Convertible, BMW M5, BMW M6 Coupé, BMW M6 Convertible,
BMW 6 Series Individual and BMW 7 Series Individual can also be ordered at BMW
India dealerships.
BMW India has also established an International Purchasing Office (IPO) at
its Headquarters in Gurgaon. The IPO will focus on the development of exports
from India to the BMW Group International Production Network and there work
towards increasing the sourcing share from India over the next years. The
activities include the identification and assessment of potential suppliers taking
into account BMW’s requirements for quality, technology and logistics. The IPO
will explore procurement of production material (components) as well as IT and
Engineering Services.

BMW Financial Services.

BMW India has partnered with Bajaj Allianz General Insurance for offering
motor insurance and with ICICI Bank to offer customized financial solutions and
ORIX Auto Infrastructure Services Limited for leasing services for its customers.
These products and services are offered through the BMW Financial Services.

Brand width

BMW: Since its inception, the BMW brand has stood for one thing: sheer
driving pleasure. Sporting and dynamic performance combine with peerless
design and exclusive quality, resulting in the unique appeal of BMW
automobiles.
Website: www.bmw.com

MINI: The MINI brand is refreshingly different: extroverted, spontaneous

and in every respect something out of the ordinary. Ideal for a society that
was young, unconventional and ready for change, the MINI Classic became
a cult vehicle in the sixties and seventies. Since then the brand has lost
none of its youthful charm. MINI is part of a lifestyle that is cosmopolitan
and confident, ready for everything.
Website: www.MINI.com

Rolls-Royce: Rolls-Royce Motor Cars Limited has been part of the BMW
Group since January 1, 2003. Rolls-Royce is one of the most fascinating and
well-known brands in the world, the luxury motor car par excellence. For over

5|Page
100 years, motor cars of the Rolls-Royce brand have stood for truly outstanding engineering,
quality and reliability.
Website: www.rolls-roycemotorcars.com

Motorcycles: Premium is the key word for BMW Group motorcycles as well.
The group has enjoyed great success with their strategy: to develop and build
the best motorcycles, set standards with regard to technology, environmental
protection and safety, and provide outstanding customer service in the pre- and
after-sales phases.
Website: www.bmw-motorrad.com

BMW Brand Portfolio

1Series

Three-door Five-door Coupé Convertible

3Series 6Series

Sedan Touring Coupe Convertible Sedan ActiveHybrid 7

5Series 7Series

Sedan Touring Gran Turismo Coupé Convertible

X Series Z4 Series

X1 X3 X5 X6 ActiveHybrid X6 Z4 Roadster

M Series

M3 Sedan M3 Coupé M3 Convertible M5 Sedan M5 Touring M6 Coupé

6|Page
 M6 Convertible X5 M X6 M

PRODUCT RELATED ATTRIBUTES:

• Stylish peerless design
• German engineering
• Performance
• Luxury
• Reliability
• Comfort
• Speed
• Safety
• Exclusive quality
• Well-established brands

Marketing Strategies
COMMUNICATION, PRICING AND DISTRIBUTION:

Most of the BMW communication takes place through print media in

magazines and newspapers. This is supported by communication through TV
advertisements and point of sales promotion. Now a days a good company has a
state of the art web portal, BMW websites are highly informative, interactive and
a pleasure to watch. One can get any amount of detailed information regarding
the prices, features, retailers, and support services etc. There are company
specified retailers and distributors throughout the world who are in constant touch
with the parent and comply implicitly. Dealers also have round the clock servicing
and repair. BMW also has a used car portal where one can choose and buy his/her
appropriate model.

7|Page
Brand Exploratory
Customer knowledge: BMW has successfully leveraged its history and tradition
of excellence along with innovation to become the most famous and recognized
carmaker in the world. Typical consumer brand associations for BMW might be
“heritage”, “stylish”, “luxurious”, “powerful”, “elegant”, “performance” and “fuel
efficient” to an extent.

Sources of brand equity: The BMW name, one of the oldest in the history of car
makers, is no doubt is an important source of brand equity. But being a German
car is also a key source of brand equity. The symbol with white and blue
partitioned circle is a known symbol all over the world. The fact that it’s a German
engineered car adds a ton to its brand equity. Germans are the best engineers in
the whole world. BMW has a Brand Ambassador named as Maria Ilieva, who is a
Bulgarian Singer and Producer, recognized as a most successful female vocal
artist.

Sponsorships: BMW has been engaged in motorsport activities since the dawn of the first
BMW motorcycle. It is currently sponsoring:

• Formula BMW - A Junior racing Formula category.

• Kumho BMW Championship - A BMW-exclusive championship run in the United
Kingdom.

Games:
Formula One - BMW has won 19 Grands Prix as an engine supplier. In July 2009, BMW
announced that it would withdraw from Formula One at the end of the 2009 season.
Touring car racing - BMW has a long and successful history in touring car racing.
Motorcycle Rally - BMW motorcycles have won Paris Dakar Rally 6 times.

Philanthropy: The company is a charter member of the U.S. Environmental Protection

Agency's (EPA) National Environmental Achievement Track, which recognizes companies for
their environmental stewardship and performance. It is also a member of the South Carolina
Environmental Excellence Program and is on the Dow Jones Sustainability Group Index,

8|Page
which rates environmentally friendly companies. BMW has taken measures to reduce the
impact the company has on the environment. It is trying to design less-polluting cars by
making existing models more efficient, as well as developing environmentally friendly fuels for
future vehicles. Possibilities include: electric power, hybrid power (combustion, engines and
electric motors) hydrogen engines.

BMW offers 49 models with EU5/6 emissions norm and nearly 20 models with CO2
output less than 140 g/km, which puts it on the lowest tax group and therefore could provide
the future owner with eco-bonus offered from some European states.

At brand level, too, BMW does better than its main competitors in the premium
segment by significantly more than half a liter of fuel consumption with an average level of
160 g CO2/km. The vehicles of the next best competitor have a CO2 emissions level of 16
grams more than the models of the brand BMW, with the next competitor after this at a level
which is as much as 28 g higher than the brand BMW - equal to a whole liter of diesel.
Between 2006 and 2008, the brand BMW achieved a reduction in fuel consumption of 16%,
more than doubling the reduction attained by the next best premium segment competitor. At
the same, BMW vehicles are still well ahead of their competitors in terms of average engine
output

BMW Mental Map

Performance

Luxury
Image Efficient

BMW

Stylish Heritage

Powerful

9|Page
 (BMW mental map)

The customer based brand equity pyramid (CBBE):

The BMW customer based brand equity is equally strong on the left and
right hand sides. It is also strong from bottom to top, enjoying the highest brand
awareness of a carmaker as well as high repeat purchase rates and customer
loyalty. To a certain extent BMW has successfully focused on both the superior
product attributes and the imagery associated with owning and driving a BMW.

Points of parity
German automaker, Quality engineering, Durable, Stylish & sleek designs,
Attractive

Points of difference
History and heritage, Characteristic Symbol, Number of variants, Luxury
with Performance efficiency

CBBE Pyramid

10 | P a g e
 RESO N A N
CBBE Pyramid attributes

Resonance: Top notch quality and comfort: high loyalty, high repeat purchase,

Judgment: State of the art technology and quality: world class cars, innovation and
design, clever design, simple to operate.

Feelings: Social approval and self respect, environment concern.

Performance: Exceptional Customer service, good resale value, less maintenance, less
polluting, superb on road performance.

11 | P a g e

JU D G M E N T S F E E
Imagery: Historical and classic image: since 1916, associated with racing events and
Rallies.

Salience: High awareness: German marvel, best in the class, excellent finish.

Recommendations:

Competition: There is a sudden increase in competition from the other car

manufacturers in all the segments. Mercedes is the prime competitor then there
are others like Volvo, Honda , Toyota, Volkswagen etc. The competitors are
launching new products everyday to have a greater pie of the market share as
well as the customer mind. The trends and scenarios are constantly changing in
the consumer market. The silver generation with a demand for mobility and
financial strength needs something which appeals to them. The lifestyles have
changed. There must be individualization and differentiation between lifestyles
and products. BMW must keep this in mind and develop products. For instance,
BMW can attract middle and moderate culture families by launching more fuel
efficient and less priced variants.

Technology: Market needs products with excellent networking but simple

interaction. Customer’s environmental sensitivity is increasing. Environment is
becoming a competition factor. Nevertheless BMW takes necessary steps towards
environment protection and development but the need of hour is to develop
vehicles powered with renewable sources of energy. E.g. BMW has Hybrid cars
but they are not much efficient as Honda’s Hybrid cars.
Product differentiation must be done through technology and emotion and a
clear product and a brand image. BMW must extend product leadership especially
regarding design, driving experience and quality.
BMW must specifically address image generators and developing loyal, long
term customer relations. BMW must connect to the women consumer too. BMW
has MINI brand but there is a huge untapped female consumer market which is
still untouched. BMW can design and develop products exclusively for this
segment.

Merchandising: Company can sell t-shirts, mugs, apparels of BMW logo in order
to build a strong brand equity. Company can also appoint Entertainment
Celebrities (with respect to locality or region basis) to strengthen brand equity.

12 | P a g e