Week 8- ( Chap. 17) -BMW’s Advertising and Public Relations

After we all saw the funny and attractive BMW commercial with Madonna, we deducted that BMW is a great advertiser  and that it actually has great ads. In this BMW’s ad,  the message that was sent to the audience is that BMW can buy this famous artist, Madonna, and make her look like an idiot. Not good for her, but good for the car reputation. BMW is a very expensive advertiser. This company invests in TV ads (branding campaigns and new car launches), radio, press (colored press such as; Vogue, lifestyle magazines, motoring publications, broadsheet newspapers and tabloid newspaper weekend), Outdoor campaigns, street sign posts., online advertising, cinema and digital. As I said in chapter 1 BMW white and blue logo is well known all around the world, and this is because the great delivery of its trademark logo and brand. There are some logos that reflect luxury, and BMW is one of this. In addition, BMW adverts  focus on BMW's brand values; however the way these are expressed evolves in response to economic, environmental and competitive changes. One thing that all BMW adverts have in common is that they focus entirely on the cars as we saw with the Madonna and James Brown Ads. One of the biggest actors in their commercial is Clive Owen, a famous English actor. BMW uses another flexible medium to communicate its message,the radio, and they use the voice of Will Layman, an American actor with a resonant voice that has narrated the PBS series Frontline. Advertising is of course part of the marketing concept. The delivery of its products and services makes BMW a multimillionaire company. I can surely say that the advertising has contributed to the customer purchasing decision or intentions. If you see their commercial twice, there is no way you don’t want to have their cars. They tend to be funny in most of their commercial because they already have the credibility in their image and positive power to do so. BMW is a well known brand, and it only needs to remind the customer to buy the excellent products.

I am glad to get this video ads a put it here as a example of what I just said above, so check you will enjoy it:

Do you understand the last video?

As a major public relation tool BMW uses new product publicity to establish their efficient-dynamics program , and to show how this car differentiate from other luxury cars . They use the media to create excitement to their customers. According to the MKGT book by Charles Lamb, he says that "For instance, BMW produced a mockumentary about a small German village attempting to launch a BMW 1 Series coupe across the Atlantic  to land to United States. The humorous film drew lots of attention on auto blogs and stayed popular even after BMW explained that is was an ad. " 

Week 7 ( Chap. 15)- BMW's Retailing

Today I had an amazing day. I went to BMW Manhattan subsidiary that exclusively imports it products from Munich, Germany. The store is located in 555 West 57th St, Manhattan. The cars that were exhibited there for sale generally imported from Germany, so I felt very excited to touch a part of Germany here in United States. It was a educational and crazy trip. First, they didn't me to take any picture. However, I used my spy techniques to gather information for my marketing class at BMCC. Secondly, I met the Marketing manager Nicole Caruso.  She is very nice and she looks very professional. After I spoke to her she gave me her card and number for any question and some magazines. Isn't that amazing?  This is  a center store in Manhattan that sells the cars in the standardized price. It is totally different from a dealer. The building is very well designed and you can see the car exhibits from the outside where they have it parked. Inside, it has a New and  Certified Pre Owned section, a Motorcycle section and a tune-up  / maintenance factory where they sell and assembly the car parts. All you see there, inner and outer,  is the BMW's logo. As you can see I love this cars. So, for me it was more than a homework. I visualized myself having a BMW X3 Series. And of course a learned more facts about every car they have in their spectrum. It helped to be more informed to decide my future car. For those of you who like to buy in special and discount, BMW of Manhattan  offers these cars:  all 2007 BMW 328i, 328XI,335i,335XI,750LI. Those cars are in hot prices!

BMW of Manhattan, Inc. opened in 1992. Over the years, company growth has far surpassed all expectations - the vehicle sales volume and number of employees has grown significantly, and our BMW Center continuously succeeds in executing new and innovative programs to better serve our customers.

In spring 2005, BMW of Manhattan opened its first sales satellite location at 67 Wall Street for BMW new vehicles, at the corner of Wall and Pearl. In April of 2006, we opened another three-level CPO satellite facility at 793-801 11th Avenue, between 55th and 56th Streets for BMW Certified Pre-Owned Sales and now occupy more than 330,000 square feet in Manhattan.

It mission statement is: 

"Our mission at BMW of Manhattan, Inc. is to provide clients with the highest standard in sales, professionalism, and customer service. It is this devotion partnered with corporate citizenship, social responsibility and work environment that have contributed to our growth. BMW of Manhattan, Inc. sells and services New and Certified Pre Owned BMWs, BMW Motorcycles, and MINIs."    

You can see more Pictures at:http://s1177.photobucket.com/albums/x355/Ariel_Sosa/BMW%20Of%20Manhattan/?start=20

Week5- ( Chap. 5)- Developing Global Vision (BMW's Global Marketing)

BMW is a giant multinational corporation. It's headquarter is in Munich, Germany, and it has subsidiaries in South Africa, United States, India, China, Canada, Austria, and Egypt. As a result, this company a a great example of job outsourcing. In addition, it has bring a lot of employment in the United States and Canada. BMW South Africa was the first wholly owned subsidiary of BMW to be established outside Germany. South African built BMWs are now exported to right hand drive markets including Japan, Australia, New Zealand, the United Kingdom, Malaysia, Singapore, and Hong Kong, as well as Sub-Saharan Africa. Since 1997, BMW South Africa has produced vehicles in left hand drive for export to Taiwan, the United States and Iran, as well as South America. It is also good to make an emphasis in the Oriental demographic, the corporation has target a market that is full of people who buy based on technology and safety after the USA and Japan, and Canada. China is one the subsidiaries. In 2003 BMW and Brilliance Automobile ( China) signed a deal for the production of sedans in China. These vehicles may differ significantly from those sold in other markets under the same name( here we can see that BMw had to adapt its invention, production, and promotion .) Brilliance's joint venture with BMW, as of June, 2010, imports nearly half of the auto parts used in production from Germany. In India the corporation started operation in the first quarter of 2007 and produces the different variants of BMW X3 Series and BMW 5 Series. In Egypt, Bavarian Auto Group is a multinational group of companies established in March 2003 when it was appointed as the sole importer of BMW and MINI in Egypt, with exclusive rights for import, assembly, distribution, sales and after-sales support of BMW products in Egypt. Going back to the Western the BMW of North America has a revenue of $2,690.00 millions in sales compared to the $68,455.00 in Munich. It means that this vehicles and motorcycles are still consider as niche market in the United States. However if you go to Europe and Eastern country you will find the treasure of BMW. Even though BMW adapt its products to different market, BMW still with the same a ideology of a luxurious and sporty car with its white and blue logo. 

Sources:http://lib2.bmcc.cuny.edu:2107/servlet/BCRC?k=CO&locID=cuny_mancc&srchtp=cmp&ste=56&tbst=tsCS&tcp=bmw+&rcp=CO&picde=&rsic=PK&rcd=&prnm=&prty=&CC=&SC=&search.x=14&search.y=5