Situational Analysis of Bmw Mini
The Ultimate Lifestyle Machine."
The MINI IMC Campaign: Situational Analysis
IMC Campaign Outline Produced by:
Linda Brozowski, Christina Gunn, Roland Hancock, Mike Nakamura, & Trudy Walter
Integrated Marketing Communications
Professor Joyce Nielsen
October 7, 2003 Situational Analysis
The small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2001. The market for premium products is clearly growing faster than the total market, particularly in the small car market. Many customers will not compromise safety, quality, driving characteristics, and individualism …show more content…
We will continue with our campaign with outdoor billboards along with indoor messaging boards inside sporting arenas and automobile showing events and will feature the tagline "the ultimate lifestyle machine". Our objective is to post these billboards at approximately 200 locations in top sales markets.
Our strategy is to position ourselves with the young adult audience with one singular focus---building great driving cars that are affordable, upscale, fun to drive with the intent of making them lifetime BMW consumers as they continually upgrade models. BMW has made great strides in technology that enhance the driving look and experience and we are integrating this message into our campaign significantly with the launch of the new MINI.
Target Market The target market for the MINI is the younger affluent and aspiring affluent consumer. Young affluent consumers are consumers in the desired age category defined with income above the median household income. Though aspiring affluent consumers may not command the same salary as affluent consumers, aspiring affluent consumers will make concessions in other areas to acquire a product that promotes their social status. BMW will target both male and female consumer, especially the single and empty nester segment of the market. This is largely due to the fact that affluent consumers who are single or empty nesters typically have more disposable income than other consumer segments.