BMW grew from aircraft engine manufacturers to car makers. They restructured their lineup based on customer attitudes, with different series targeting different audiences - such as the 1 series and X1 for families, the 7 Series for wealthy conservatives, and convertibles for postmodern people. Reasons for BMW's success included perfect market segmentation, continuous innovation and updating, and a marketing strategy emphasizing performance over status to build brand loyalty.

2. PERFORMANCE
AND
LUXURY

3. GREW FROM AIRCRAFT ENGINE
MANUFACTURERS
TO CAR MAKERS

4. Targeted baby boomers
and professional yuppies

5. Bimmer and Beemer were the
slang terms for sporty sedans

6. Restructuring based on customer
attitude with variety of designs,
price, size, style and color was
done.

7. 1 series and X1 SUV were
for the family focused and
the low budget people.

8. 7 Series for the Upper
Conservatives, i.e.
wealthy people, with
added comfort and
luxury

9. X Series for Upper
Liberals those who take up
extra curricular activities
hence a bigger car with
higher performance

10. Convertibles for the Post
Modern People

11. 6 Series is a flashier version of
the 7 series again for the Post
Modern Group

12. Reasons for Success

13. Perfect Market Segmentation

14. Continuous Innovation and Updating

15. MARKETING STRATEGY

16. They emphasize Performance over Status

17. Brand Loyalty
Bimmerfest is an event
hosted by BMW to
celebrate their cars

19. BMW INITIAL GROWTH
RESTRUCTURING
BASED ON
CUSTOMER
NEEDS
DIFFERENT
SERIES AND
TARGET
AUDIENCE
THE ULTIMATE
DRIVING
MACHINE
REASONS FOR
SUCCES
• MARKET
SEGMENTATION
• INNOVATION
MARKETING
STRATEGY
EMPHASIS OF
PERFORMANCE
OVER STATUS.
BRAND LOYALTY

20. HENCE DRIVE A BMW

21. DISCLAIMER
Created by SHYAM SIDDHARTH of PSG TECH Coimbatore
for an Internship submitted to
Prof. Sameer Mathur IIM Lucknow.