BMW India – Designing Marketing Programs to Build Brand Equity
Synopsis
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]:...................
I. New Perspectives on Marketing
The purpose of Section I of the case frame was to help the students/participants understand what the terms Umbrella Branding, Brand Positioning and Experiential Marketing connote in the real world. By connecting these concepts to Brand Management this case frame helps the students/participants to understand how reconciling these marketing approaches would result in building a Brand’s Equity.
The following capture the points of discussion/analysis for the questions outlined in the case frame.
What does this advertisement indicate about the umbrella brand and the sub-brands?
• Bayerische Motoren Werke AG (English: Bavarian Motor Works), popularly known as BMW, is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW is headquartered in Munich, Bavaria, Germany. BMW began its operations in India in 2006 as a wholly-owned subsidiary of BMW Group, Germany with its India headquarters in Gurgaon, Haryana. It has a manufacturing plant in Chennai which officially started production in India in March 2007, largely through assembling. Exhibit (TN)-II captures the breadth and depth of product variety available in India from the stable of BMW................
Exhibits
Exhibit (TN)-I: Classroom Discussion Dashboard
Exhibit (TN)-II: BMW India Product Line
Exhibit (TN)-III: BMW India Umbrella Branding
Exhibit (TN)-IV: BMW India Experiential Marketing Initiative
Exhibit (TN)-V: Perceived Quality and Value of BMW India Automobiles
Exhibit (TN)-VI: BMW Product Strategy
Exhibit (TN)-VII: Framework of Pricing Strategy
Exhibit (TN)-VIII: Consumer’s Price Perception w.r.t. Willingness To Pay
Exhibit (TN)-IX: Factors that Form Consumer’s Price Perceptions
Exhibit (TN)-X :BMW Prices Post The Proud To Make In India Campaign
Exhibit (TN)-XI: Consumers’ Price Perceptions w.r.t. BMW’s Brands
Exhibit (TN)-XII: BMW’s Omni-Channel Presence
Exhibit (TN)-XIII: Country-wise BMW Logos on Website
Exhibit (TN)-XIV: BMW Logo with its Dealer Names
Exhibit (TN)-XV: BMW India’s Brand Equity w.r.t. CBBE Model
Exhibit (TN)-XVI: Key Elements of an Effective Marketing Program
Annexure (TN)-I: BMW 5 Series Saloon Catalogue