BMW India – Designing Marketing Programs to Build Brand Equity
This case frame offers an overview of different Marketing Programs designed to build Brand Equity. It further connects the BMW India’s advertisement with the four key elements of Designing Effective Marketing Programs – New Perspectives on Marketing, Product Strategy, Pricing Strategy and Channel Strategy – to build Brand Equity.
Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion
This case frame presupposes that students/participants have access to laptops with an internet connection for discussing and debating on some of the questions featured in the case frame, as some of them would require additional information. Also, to make it more interactive and engaging, getting the relevant information at appropriate part of the analysis would complement this case frame analysis.
The students/participants must have an understanding of the different Marketing Programs designed to build Brand Equity. The participants were asked to read the following chapter, to help them better connect the concepts:
- • Kevin Lane Keller, et al., “Designing Marketing Programs to Build Brand Equity”, Strategic Brand Management, 3rd Edition, Pearson Education Inc., 2011– To understand how Marketing activities and programs help in building Brand Equity
Case Positioning and Setting
- • This case frame can be used in either MBA Program or in MDPs for Brand Management Course for “Designing Marketing Programs to Build Brand Equity” module – To understand how Marketing activities – Product, Pricing and Distribution Strategies help to build Brand Equity
Case Frame Analysis and Classroom Discussion
Preamble to this Case Frame Analysis
This case frame’s purpose is to sensitize the participants/students to the relevance and rigor involved in designing marketing programs, to build brand equity. In the light of BMW India’s announcement of the start of manufacturing its automobiles in Chennai, this case frame elaborates on the key elements of marketing programs – Integrated Marketing, Product Strategy, Pricing Strategy and Channel Strategy – designed to build brand equity in India. Accordingly, the case frame was orchestrated in the following way [Exhibit (TN)-I]:...................