Saturday, 22 December 2012
Monday, 17 December 2012
Saturday, 1 December 2012
Friday, 23 November 2012
Harley Davidson Case study
Focusing on;
1. Customisation
2. Social community
3. The promotion of the experience not products
Online review of MINI
Found a website that has reviews of MINI
You can see it here: Parkers review site - MINI
Main points of interest;
You can see it here: Parkers review site - MINI
Main points of interest;
What does this car say about you?
That you have a personality. The car is red with a black roof and racing stripes. 99% of other cars on the roads are boring in comparison.
That you have a personality. The car is red with a black roof and racing stripes. 99% of other cars on the roads are boring in comparison.
What do your friends / family / neighbours think of the car?
They love it, my car cred' has gone through the roof.
They love it, my car cred' has gone through the roof.
Is there any special reason why you bought this car?
The car stood out from the sea of grey and black diesel hatchbacks.
The car stood out from the sea of grey and black diesel hatchbacks.
- Hanna
MINI slideshow
http://www.slideshare.net/treinartz08/mini-presentation-3726433
Interesting presentation on MINI as a brand - highlighting the consumer and interestin advertising campaigns through the years.
- Hanna
Interesting presentation on MINI as a brand - highlighting the consumer and interestin advertising campaigns through the years.
- Hanna
Press release for Westfield MINI Store
This week MINI opened its doors to a completely new retail adventure at Westfield Stratford City. The MINI pop-up, which will be open for 12 months only, will showcase the two newest MINI models, the MINI Coupé and the MINI Countryman and will also sell a full range of MINI lifestyle merchandise. The store is the first of its kind in the UK, bringing the much loved British car brand out of the traditional dealership setting and onto the high street.
During its first few days in business the store which is a joint venture between MINI UK and the dealership group Sytner, has already attracted over 4000 visitors.
The Store showcases the latest in retail technology, customers can use the UK’s first 3D car configurator to create their very own MINI, and if they catch the MINI bug they can request a test drive at their local dealership. The MINI Store also features a clever interactive mirror allowing shoppers to try on outfits without removing their clothes.
The MINI Store is located on the walk way to the Olympic Park, a prime location to entice Westfield’s 850,000* visitors per week, and stocks the very latest products from the 2012 MINI Collection, including the brand new ‘Beat the Street’ clothing line, John Cooper Works apparel, MINI luggage and even an electric MINI Convertible for children.
The store has created 12 new jobs, which have all been recruited from the local area and have been fully trained by MINI, equipping them to deliver first class customer service.
Jochen Goller, Director MINI UK said “The MINI Store in Westfield Stratford City is an exciting new approach for our brand, for the first time we are giving shoppers the opportunity to browse the latest MINI models in a retail setting which is completely removed from the established car showroom environment. In addition, since MINI launched just over 10 years ago we have developed a massive community of fans and enthusiasts for whom MINI is much more than just a car brand. These fans love to accessorise their cars and their lives with everything from miniature MINI fridge magnets to MINI folding bikes, so we are delighted to make the full range of products available for the first time on the high street. Over the next year we will be listening to and learning from what visitors to the Westfield store have to say about what they expect from their car retail experience.”
Myf Ryan, General Manager Marketing Westfield UK said: “We are delighted to welcome MINI to Westfield Stratford City. As a cutting edge, contemporary brand, MINI is ideally suited to Westfield Stratford City’s young and trend conscious consumer. This unique venture highlights the versatility of the centre to adapt to the needs of our retailers - now, through the Games and beyond.”
- Hanna
MINI Westfield shop
Jochen Goller, Director MINI
UK said “The MINI Store in Westfield Stratford City is an exciting new approach
for our brand, for the first time we are giving shoppers the opportunity to
browse the latest MINI models in a retail setting which is completely removed
from the established car showroom environment. In addition, since MINI
launched just over 10 years ago we have developed a massive community of fans
and enthusiasts for whom MINI is much more than just a car brand. These fans
love to accessorise their cars and their lives with everything from miniature
MINI fridge magnets to MINI folding bikes, so we are delighted to make the full
range of products available for the first time on the high street. Over the
next year we will be listening to and learning from what visitors to the
Westfield store have to say about what they expect from their car retail experience.”
- Hanna
More about possible consumer for MINI
BMW is very clear about
its targeting. It only targets the premium-priced cars and does not strive to
compete in every segment of the auto industry. It avoids the high-volume market
of middle-of-the-road vehicles and focuses strictly on the luxury sector. The
Mini, for example, is smaller than a Honda Civic, but is priced at about $3,000
(€2,300) more. This strategy has made BMW, despite its relatively small size,
one of the world’s most profitable car makers.
SIGMA was the company charged with researching the market. Sigma4: a German research firm has pioneered
a method of predicting shifts in consumer tastes. SIGMA looks beyond
demographics such as age and income. It often interviews consumers for hours
and even photographs their homes and offices to build a picture of the mindset
of different consumers. Sigma
predictions were that there would be significant expansion of the luxury car
market.
What Sigma’s research found was the ‘I’ve made it’ attitude
of the 1990s BMW driver, what they called the ‘social climbers’ was now changing
to a more family friendly group. They foresaw that as the yuppies declined,
other groups with different upscale mindsets would increase in number. They
suggested four segments going forward and BMW reacted to the new segments by
introducing a car to match 3 of them:
1.
“Upper liberals,” includes
socially conscious, open-minded professionals often with families who were
successful in the 90s. They were predominantly Volvos, Saabs and SUVs drivers
What did BMW do? For upper
liberals, BMW added the X5. This is a SUV that the company prefers to call a
“sports activity vehicle,” in a bid to appeal to this group’s active lifestyle.
2.
“Post-moderns” are
high-earning innovators like architects, entrepreneurs and artists. They are
highly individualistic and gravitate toward head-turners like convertibles and
roadsters.
3.
“Upper conservative” are
wealthy, traditional thinkers. They’ve never been that interested in driving
sporty cars like BMWs, and consider luxury and comfort over driving
performance. They would normally purchase the Mercedes S-class and Jaguars as
they strive for elegance and sophistication.
What did BMW do? BMW-developed the Rolls Royce, Phantom, which sells for about $325,000, and is intended for the very wealthiest upper conservatives.
4. “Modern mainstream.” These are family-oriented and active and normally purchase the near-premium brands like Honda or Volkswagen: BMWs were considered too expensive for them. But increasing numbers of them are looking to move up above the middle class and are open to luxury-brand cars.
What did BMW do? BMW-developed the Rolls Royce, Phantom, which sells for about $325,000, and is intended for the very wealthiest upper conservatives.
4. “Modern mainstream.” These are family-oriented and active and normally purchase the near-premium brands like Honda or Volkswagen: BMWs were considered too expensive for them. But increasing numbers of them are looking to move up above the middle class and are open to luxury-brand cars.
What did BMW do?
In 2001, BMW launched the new Mini, aimed at
upper-middle-class buyers who were not quite affluent enough to buy a real BMW.
This group is also the target market for the new BMW compact, the 1 Series. The
Mini brand provided the company with the opportunity to enter a very different
segment of the automobile market whilst reducing the risk of affecting
perceptions of their existing brand
- Hanna
- Hanna
Consumer research 8th november
Mini Consumer Research
Continuous sales volume since 2003: MINI grew 5.9% p.a.;
2008 market share in Germany declined by
up to 21% due to product launches by competitors and the financial crises
> Sympathy of MINI above average: brand is more
appreciated by women (71%) than by men
(56%)
> MINI brand value set: the latest, innovative products
and highly sophisticated technology; MINI
drivers search for thrills, fun &
adventure
> Focus on event marketing & guerilla campaigns: globally synchronized
> MINI success factor: constant improvement of the
models, orchestrating all customer touchpoints
2010, Brand
Excellence: Summary of Study, Roland Berger Strategy Consultants,
Dusseldorf, [pfd] Available at: http://www.jac-conference.org/jac/system/application/views/images_ce/BrandExcellence.pdf
Accessed 8th November
- Hanna
- Hanna
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