Current Market Position

Jumlah penjualan BMW di Indonesia mencapai

pertumbuhan sebesar 40% di bulan Agustus 2012
Penjualan BMW X1 meningkat sebesar 200% di bulan
Agustus 2012
Menempati posisi kedua penjualan terbanyak kategori
Premium Car di Indonesia
Mendapat penghargaan Autobild Indonesia Award Best
Compact Luxury SUV-BMW X1 2011
Meraih penghargaan The Worlds Most Sustainable
Car Maker
Saat ini BMW Indonesia memiliki 16 dealer dan 2 BMW
studio






Target Market Analysis
BMW X1
BMW X1 facelift in New York Auto Show 2012
BMW X1 Facelift 2013:
New modern & bold lamp (LED & Xenon)
New gril with chrome accent
New redesigned awesome bumper
Category: Sport Activity Vehicle (SAV), Compact
Sport Utility Vehicle (SUV)
Series: sDrive18i Business(CKD),
sDrive18i(CKD) Executive and sDrive20(CBU)
Engine: 1.995cc, Petrol and
Diesel, 4-Cylinder, valvetronic
Positioning: Premium SAV/SUV
Brand Personality: Urban, symbol of status and
success, eco-friendly and efficient fuel
consumption
Branding Campaign: Story of Joy
Price: IDR 489 639 million
Competitor Analysis
Price
Joy Level




X1



Outlander



Q3




CX 5
Hadir Tahun 2014
Informasi Rinci masih belum tersedia




GLA



Q3




GLA
Competitor Analysis
Price
Joy Level




X1



Outlan
der




CX 5
Efficient Dynamic four wheel
drive, x-drive
489 juta 639 juta
Pemuda




X1
Competitor Analysis
Price
Joy Level



Outlan
der




CX 5




GLA
Quattro all wheel drive
525 juta
Pemuda



Q3




X1



Q3




GLA
Competitor Analysis
Price



Outlan
der




CX 5
Bi-xenon dan auto leveling
lamp
Skyactive tech
375 juta 410 juta
Joy Level
Competitor Analysis
Price
Joy Level




X1



Outlander



Q3




CX 5




GLA
Super wide range HID heap
lamp
Female friendly
289 juta- 325 juta
Strong Brand in premium class
SWOT Analysis
- Memerlukan tambahan pencitraan untuk
meningkatkan Brand Personality
Website lengkap, tetapi terlalu padat, banyak
detail kata dan teknis. Kurang konten interaktif
Excellent perceived quality dalam hal
engine
Luxury affordable
Trend positif dalam penjualan BMW, khususunya
seri X1 yang naik 200% (Agustus 2012)
Segmen premium compact SUV/SAV
masih sepi pemain / kompetitor
Bisnis Indonesia, Jumat 5 Oktober 2012
OBJECTIVES

Our aim:
Build High Brand Equity that
targeted young generation
Encourage people to test drive
Maximizing branding campaign
to generate more sales
Having true friends customer

Flanking strategy for dominate market
share:
Dominate in uncontested area
Unexpected or surprising strategy
Increase promotion, good positioning
and increase channel/distribution


May April March February January 2013 December
BMW X1 Marketing Roadmap
Public
Relation
Youth Media
and Forum
Gathering for
Launching
BMW X1 facelift
BMW Joy Shooting
& test drive with
Iko Uwais
Regular
Activities
Dian Pelangi Fashion
Show & introduction
BMW X1 facelift
Online Media
Print and
Outdoor
ad

A
T
L

B
T
L

Hire
Brand
Ambassador
Improving and maximizing the use of online media
Photography competition
Joy for the Young
Advertise in Grand Indonesia
Shopping Town and Hotel Indonesia
Advertise in youth media, business and entrepreneurship
magazine
Community Gathering
May April
Objective
- To promote and communicate Branding Campaign in online
media
Time Line
Concept

Utilize social media


Establish microsite to promote
campaign of BMW X1
Advertising in high traffic online
media (based on alexa rank) such
as www.kompas.com
Advertorial thread in large and
high class forum/community such
as www.darahkubiru.com
Establish forum/community for
BMW X1 user with sophisticated
web design

March February January 2012 December
Items
Promotion Tools (example)
Concept development
Social media
improvement
Ads online
Estimated Budget :
IDR 100.000.000
Microsite development
Forum/community website
development
Community
gathering (Kopi
Darat)
Improving and maximizing the use of online media
Beriklan di Majalah
OBJEKTIF: Memahami lebih spesifik target
pembaca dan beriklan dimana pembaca/potential
customer yang utama berada

BENEFIT:
Tepat sasaran pada pembaca yang diinginkan
Grafik display yang bagus membuat
pembaca lebih tertarik dengan produk
BENTUK
ADVETORIAL

Mengedukasi
secara detil serta
keunggulan
produk,
memberikan
gambaran nyata
kepada pembaca
Time Line
April Maret Feb
Objective
- Melanjutkan hubungan kerjasama antara Pertamina dan BMW
- Memperluas dan memperkuat brand awareness

Concept
- Memasang banner di 15 SPBU
ternama di daerah Jakarta serta Kota-
kot besar lainnya, seperti Surabaya
dan Bali.
- Pertamia Dex sebagai official fuel
BMW X1 (diesel) yang mendukung
BMW EfficientDynamics
Banner Items
Banner
Brief Agency
Negotiation with media
Photographer and BMW X1
user
Print Ads and social media
Objective
Public grab attention towards BMW user gathering
To create WOM effect

Time Line
Concept
- BMW User communty kong
kow kong kow bareng di
daerah Hotel Indonesia.
- Journaslist atau media diajak
Untuk meliput event ini
- Menunjukkan rasa
kekeluargaan sesama BMW user
Kongkow Kongkow BMW X1 User di parking area Plaza Indonesia
Tools
Execution and planning the
next kong kow2 event
Items
May April March Feb Jan Dec
Dian Pelangi Contract
Negotiation with mall ,(Fx
Sudirman) and Plaza
Indonesia
Print Ads
Objective
Public grab attention towards fashion show
Strenghten the image of BMW X1 is masterpiece not only for man but also for women
Time Line
Concept
Method :
Dian Pelangi Fashion Show while
Launching BMW X1 Facelit.
Place : @ Fx Sudirman and plaza
Indonesia.
Theme :
Joys towards stlye & fashion

Show that BMW X1 Modish and
fashionable for Youth .


Dian Pelangi Fashion Show & Launching BMW X1 facelift
Promotion tools
Execution days
Items
May April March Feb Jan Dec
June May
Time Line
Concept
April March Februay January
Items
Preview
Budget : IDR 50 Juta
Perkenalan BMW X dengan kegiatan
menembak bareng Iko Uwais dan test
drive
Iko Uwais menemani
peserta menembak
sambil
merepresentasikan
BMW X1
Iko Uwais harus bisa
mendapatkan customer insight
Objective
- To create worth of mouth (WOM) effect
- To experience with BMW X1
- To create strong image that BMW is gentle.
Photo Competition