Bmw Films Essay

The primary issue faced by Jim McDowell is what to do for his next merchandising campaign. He get forthing need to decide what didactics BMW lead take in order to stay current in the target commercialise and position the brand as the pass oner in the luxury car industry. A sub issue that Jim is facing is that in order for BMW to stand come out of the closet comp be to the competition, it must be at the forefront of the marketing trend. on that point is always pressure on modernistic marketing campaigns as a bad campaign can lead to severe damage in the company image and reputation. Decision elections.There are a tot up of alternatives that Jim faces when deciding in what direction to discover with the BMW marketing campaign. Develop more short films and build a tolerant serial out of it. Develop a spacious continuance word picture for the theatres Do nonhing to the animate campaign and move on to fracture a juvenile campaign To continue to use the quick BMW fil ms add-on developing a natural campaign Creating recent films on the heels of the airplane pilot films plus developing a new campaign Develop a full length movie plus developing a new campaign In order to decide the outstrip alternative it is primal to look at some key decision criteria.In this sideslip the important factors would be deli actu solelyy time, gamble, exist, competitive benefit, ease of implementation. Analysis of assiduity In the luxury car segment, BMW and Mercedes give birth stand well-set against the strong competition from Japan like Acura, Lexus, Infiniti. In year 2001, BMW is second best luxury car seller, just behind Lexus amount the other ten-spot major luxury brands. However, BMW only ranked 8th in media expenditures, which again proved the great success on their innovative campaign. In price of customer loyalty, luxury brand customers do tend to stay among the exceed brands and are very loyal.There are always customers who switch from BMW to Mercedes or the other way around. Since BMW has the competitive advantage of a younger clientele, it is very important for BMW to bring on marketing campaign to young adult so they can look forward to own a BMW when they can dedicate one. Analysis of Company Evaluation of Alternatives Alternative 1, 2, and 3 should only be considered as a short term alternative that can fulfil quick beneficial results with no spacious term prospects because all the alternatives engender around the same film concept, which eventually get out wear out and target earshot go away not be interested in it anymore.Alternative 4 takes into account with BMWs long term goal, to be the leader in the industry with innovative campaigns. However, developing a new concept takes time and research before implementation, at that placefore some quick alternatives needs to be done before the new campaign kicks in. Alternative 5, 6, or 7 will achieve that goal. Alternative 5 usher in the BMW films to new ma rkets that may earn missed the online films during the campaign period will enable BMW to entice an entirely new segment. By showing the films throughother mediums, BMW will be able to reach a wider audience plus training the brand awareness.Since this campaign is so successful and unique, BMW can also produce DVD and make itas a collectible item. This alternative is easy to implement, piteous cost to run, low risk as the campaign is already travel rapidly with huge success with good reputation. However, other companies may copy the topic and there is a chance that BMW will lose its competitive advantage as the films are getting overly exposed to the original audiences that BMW targeted during the sign campaign period. Therefore, developing another campaign while this is running is infallible in order to achieve BMWs long term marketing goal.Alternative 6 The other option would be to follow up with another series of films on the heels of the original films. BMW would want to keep the number of films low to try and blend them into the successful original films and not to market them as another series of short films. This alternative will need some time to prepare, and the cost will be often high in proportion to Alternative 5, which will make it harder as BMW will need more resources in creating a new campaign at the same time. It is easy to implement as all the ground whole kit are in place from the previous films.However, this alternative will have a higher risk than other options due to the high apprehension of BMW to produce high quality films. If any of the film receives negative feedbacks, BMW will risk losing out on the campaign inwhole, plus the reputation of the series. BMW will still keep its competitive advantage with this alternative as they are still the one who leads the marketing trend. Alternative 7 Creating a full length movie can be the next big campaignfor BMW. It is a new approach and will make the brand stand out of all others . The target audience is also much wider in comparison to the initial campaign.It will take a long time to implement, and not as easy as short films because a full length film is more complicated in terms of plot and production. The cost will also go veryhigh that may use up all of BMWs resources in marketing. It is a two sided sword because if BMW is not hardened enough in the film there is no difference in doing product placement in the James Bond movie series meanwhile if BMW is overly exposed in the film it may create negative feedbacks as it will look like an hour long commercial. The interest level of audience will also be much lower in watching a long commercial than a short film.Decision Criteria Chart Here is the chart for the best 3 alternatives (X? low score, XXX? high score) Recommendation Based on the compend above it is evident that the appropriate course of action is to utilize the existing movies in the short term while developing a new full scale marketing plan in the background. By utilizing the existing films BMW will be able to quickly get to market films that they have already completed. They will ride the coat tails of the internet marketing, even so by introducing the films to another target markets, BMW will hopefully build on the impact created by the original films.There is relatively low risk to this model because BMW has already invested in the films and by using different mediums to involve their message it is likely that an entirely new market segment will appreciate the films as the original audience did. Although the potential payback may not as great as some off the besiege innovative idea, the concept behind releasing the films to a different audience should allow more time and resources to develop another new campaign. If there are enough resources, BMW can also consider creating 1 or 2 more films to avoid losing the competitive advantage toward the target audience.