Marketing The New Bmw Z3 Roadster

Introduction

In the case "Launching the BMW Z3 Roadster" the reader is immersed into the magical world of automobile marketing. The case deals with the launch, of the now infamous BMW Z3 roadster, a car that revolutionized and rejuvenated the boring American motor industry back in the mid 1990's. The case talks about the successful first phase launch of this new drop top beauty. It focuses on the customers and how they suddenly picked up the marketing cues and stories depicted by the various promotional parties that were led by James McDowell, BMW's marketing vice president. This was a marketing campaign that gained a lot of merit and success - by using unconventional promotion methods to put their product out into the public. The primary methods tried to stay away from the usual billboards and print media. Rather, the marketing teams decided to take the car into the new world of cinema and multimedia, where sound, sight, video and technology would promote the car - during a time of accelerated IT growth . The team at BMW decided that since the Z3 was a new 'unconventional' car, it also required equal unconventional marketing methods to match its identity. The BMW Z3 was a lifestyle car and what better way to put this idea forward than by releasing it alongside the passionate and stylish gadget man himself, 007 - James Bond; exposed through the new technological gateways of the internet and the movies. This paper will try and look deeper into this case of BMW's successful Z3 launch and whether or not they will be able to match the enthusiasm in the second phase of the vehicle's launch.

1. BMW's shift into the "Non Traditional" marketing venue.

BMW (Bavarian Motor Works) has always been a strong name associated with quality and performance in the automobile industry. From their humble beginnings as an aircraft engine manufacturer in 1916 during World War 1, they slowly shifted into manufacturing engines for motorcycles and then finally moved into full time car manufacturing by 1929 . The Bavarian built background was a feature that has been built into their brand. The new Z3 was going to be a challenge in that it was the first BMW to be built in Spartanburg, South Carolina. In order for customers to buy into this new American built BMW would actually be a challenge, because the 'Bavarian' stronghold was now no longer a part of this new vehicle. BMW knew that this point may cause certain customers who grew up with the Bavarian built mindset, who had strong associations with Germany's quality automobile industry (Mercedes, Audi and Porsche); might actually shun this car before its launch. Also the Z3 was a new sort of car altogether; It was a budget conscious sporty roadster (Convertible), that was intended to get BMW out of its standard "serious" image and to revive and reposition the brand itself as a car with great driving performance along with style and attitude as well .

To achieve these goals, BMW was going to need not only a great marketing campaign, but one that particularly could actually differentiate from the rest of the pack. They had to have an "unconventional campaign" to promote their new unconventional car to revive its image as well as to counter any preconceived notions that the car would be of poor quality, being American made. Also BMW had noticed that unconventional methods could result in major cost savings from previous studies. Another reason why BMW may have opted for this sort of unconventional pre release could also do with the fact that they (BMW) were just about to introduce the new BMW 5 series. This is a standard 4 door sedan, something completely opposite to the new Z3 roadster. The 5 series being a traditional passenger vehicle could utilize the "conventional" model of advertising through billboards and print. Going forward for the same marketing tactics with the Z3 could have led to internal competition and cannibalism of the Z3's marketability.

Market research also proved that a roadster was a vehicle missing from BMW's product range, but was highly desired by various target markets. Their research proved that there was a varied segment of customers who were interested in such a vehicle. This target market included Generation X'ers (Who wanted a unique image), women in their 40's (Who always dreamt of such a vehicle) and late baby boomers (who yearned the roadster from yesterdays nostalgia) . In order to target such a varied group BMW was going to have to use unconventional tactics, in order to appeal to all these various demographics to emerge with a "lover of life" concept (Passion being the central theme). Simple and standard ads could achieve this, though it might have missed certain target groups as well as prove too simple and basic for such a unique message. BMW was looking to "establish the vehicle as a cultural icon" and this could be achieved by going head on with the people who desired such a vehicle. They needed a special place in the market and conventional methods would have not been able to give them such leverage. Utilizing Ian Fleming's secret agent to promote the vehicle was a bold and successful step. The American cinema has always been a world of intrigue and held a special part in American culture. Tying up the BMW Z3 in this channel would allow it to gain substantial reach among the various target groups. James Bond being an icon by himself would be the ideal platform for launching the Z3 as people could relate to his style of panache, glamour and excitement. He would be the very story that the target markets could relate with and at some level would perceive themselves being able to live the sexy and exciting life of a globe trotting special agent. Indeed the initial selection of promoting the vehicle through this channel proved to be an untouchable concept for the BMW Z3's pre-launch.

Following the tie up with the movie, BMW introduced the Z3 as a character by itself in various non conventional marketing channels such as radio programs, TV talk shows and live public appearances to give the vehicle an actual personality (Persona). This was widely accepted by the public which then led to a lot of talk and hype being created with this creative "non traditional" pre launch campaign.

2. BMW's Z3 launch; a paradigm shift?

The launch campaign of the new BMW Z3 would definitely count as a major paradigm shift for the marketers and their affiliates at BMW. The sheer hype, excitement and buzz created by the campaign said it all. BMW received over 6000 orders only through the Neiman Marcus catalogue offer put forward for only

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