BMW is one of the best Luxury car Brand available throughout the globe. BMW target only selective segments. This PPT is about different types of Segments available in a genrel market and how BMW has target few of them Please visit here for voice over presentation https://www.youtube.com/watch?v=_Ha614-Daug Disclaimer: Lot of material is taken up from Internet. I was not able to give acknowledgment as i lost the track of sources. In case any copyright material used please let me know. Thank You

1. BMW
Targeting
Segmented
Market?

2. Bayerische Motoren Werke is a German luxury
vehicles motorcycle, and engine manufacturing
company founded in 1916
Luxury cars
• 1990s – 10 series models
• 2010s – 25 series models
• 1974 - 15,000 units sold
• 2009 – 2,50,000 units sold
2014 Revenue- €80.401 Billion
Worldwide presence
"Sheer Driving Pleasure"

3. Geographical Segment?
Region, States, Nation, Cities, Neighborhood
• USA, Europe, India, China
• New York, Texas, Delhi, Munich
• Europe and North America main
market
• 64% of total sales
• Industrialized
• Developed

4. Demographical Segments
Age and Life Cycle
• Age
• 20-30 Years
• 30-40 Years
• 40-60 Years
• 25-55 Years old
• Life Stage
• Marriage
• Newly married
• Family
• Kids, Parents
• Career Stage
• Highly Successful
• Occasion

5. Demographical Segments
Income and Gender
Income
• High Earning
• Income to afford BMW
• Upper Middle Earning
• Models designed to make it
affordable
• Middle and other Earning
• Wants BMW but can not afford
Gender
Different attitude and behavior
Exclusive and luxury cars – Both
Sports cars- Man prefers

6. Demographical Segments
Generation
• Baby Boomers- Born 1946-1954
• Generation Jones- Born 1955-1965
• Generation X- Born 1966-1976
• Generation Y- Born 1977-1994
• Single Sedan to utility vehicles,
convertibles, roadsters ,compact cars
• Generation Z- Born 1995-2012
• Fast Stylish Automated Advance cars

7. Psychographic Segment
Innovators and Achievers
• Innovators
• Successful, Sophisticated,
active consumers
• Prefer Niche-oriented Products
and Services
• Achievers
• Successful, goal oriented
consumers
• Prefer Premium Products to
demonstrate success


8. Psychographic Segment
Thinkers and Experiencers
• Thinkers
• Mature, satisfied and reflective
consumers
• Prefer value for product
• Experiencers
• Young Enthusiastic and
impulsive consumers

9. Behavioral Segments
Needs and Benefits
• Needs
• Safety
• Convenient
• Luxury
• Reliability
• Sense of Achievement
• Benefits
• Speed
• Expression of High status
• Fashionable
• Full automatic

10. Behavioral Segments
User and Usage
• Occasions
• New year, Chritmas, Diwali etc.
• User Status
• Non-Users
• Ex-Users
• Potential users
• First time users
• Regular users
• User Rate
• Pareto 80-20 Rule

11. Behavioral Segments
Degree of Loyalty
• Hard-core loyalty
• Stick to same brand at every step
• Split loyalty
• Would chose among 2-3 Brands only
• Shifting loyalty
• Shifts between brands
• Switchers loyalty
• No loyalty with any Brand

12. Strengths of BMW
• BMW and Segmenting goes hand in hand.
• BMW has been mark of Performance,
service and Exclusivity
• BMW started off as symbol of success for
Baby boomers
• By 1990s changed products to suit every
selected segment
• BMW has been syncing up the needs of the
Segment
• It nurtures its loyal customers and
continues to research, innovate and reach
out to specific groups year after year

13. Why BMW in 21st Century
• BMW Mini to convert ability of
potential customers to buy
• Expanded and Redesigned
previous models
• BMW I series to fulfil E-car
segment
• Advanced premium cars to set
standard for elegance and
sophistication with performance
and luxury
• Royle Royce models for very
wealthiest upper conservative

14. BMW and Luxury car Market
• BMW is in close fight with
Mercedes for number position with
16.6% market share
• Mercedes, BMW, Audi,
Infinti,Porsche are major player
with different selective segments
• BMW was used to be King of
Castles

15. Problems for BMW
• Tough competition form
Mercedes. Audi and other
luxury cars
• Higher price
• High cost to ensure product
diversification.
• Nearly niche product line
specifically for richer
segment people.
• Historical “yuppie-car image”

16. BMW and Social Media
Visibility of BMW stands at 2nd place
after Mercedes with around 2crore
likes on Facebook
Advertisement of BMW gives the
Sheer feel in person
It has moved to Sheer Driving
Pleasure from the Ultimate Driving
Machine

17. BMW and Advertisement
BMW advertise its brand and
product through effective videos
and print media
Here this video has about 15
million views on Youtube
BMW not trying to be
everybody's darling

19. • Does it Look like White blades of Propeller
against blue sky
• May be! But it meant to show the colors of the
Free State of Bavaria
• Quality Exclusivity performance and sheer
driving pleasure
• Most recognizable logos, right up there with
the Coke bottle.
BMW Logo

20. • Different Types of Market
Segmentation
• Selective targeting by BMW
• BMW Strength and Weakness
• Advertisement by BMW
• BMW Logo
Summary

21. Created by Pankaj Kumar,
IIT Madras, during a
marketing Internship under
Professor Sameer Mathur,
IIM Lucknow
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