Purpose
• To analyze the strengths and weaknesses of the BMW Z3 Roadster Phase I marketing strategy.
• To formulate a plan on how to proceed during Phase II; specifically:
• How to sustain the buzz created in Phase I?
• How to deal with the Z3 launch being so close to the release of the new 5 series?
• How to convert interest of prospective customers into orders?
• How can the Z3 become part of American culture?
• How to sustain the interest of customers who are waiting for their cars to be built?
Recommendations
• Continue using non-traditional marketing during Phase II of the Z3 launch.
• Use a traditional marketing campaign for the 5 series and a non-traditional marketing strategy for the Z3.
• Continue shifting focus on BMW as a “global” brand.
• Gradually mold the Z3 from an elusive “secret agent” car into a more attainable “fun second car”, e.g. Mazda Miata
Analysis
Phase I
Overall the Phase I marketing strategy for the new BMW Z3 Roadster was brilliant. Phase I successfully targeted multiple segment groups through the single medium of the film Golden Eye. The film was a huge success at the box office and was viewed by the desired target groups, which included the Generation Xers, men and women in their 40’s, and Late-Baby Boomers. Through the cross promotion of James Bond and the Z3, BMW clearly defined the brand, differentiated the Z3 from other sport cars in the market and deepened the brand’s connection to the consumers’ goals of having their dream car. The cross promotion also created awareness and interest not just for the Z3, but for the overall BMW brand.
Universally, James Bond’s cars are known to be exotic, mysterious, adventu ...