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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