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MINI,[object Object],SIZE IS DECEPTIVE,[object Object],ThiloReinartz  –  International Luxury Distribution  –  ESSEC Paris, Nov. 29th 2009,[object Object]
Brand History,[object Object],The original Mini – a sixties icon,[object Object],Over 4 million sold during 1959-2000 production,[object Object],Brought mobility to the masses in post-war Britain,[object Object],Appealed to all parts of society,[object Object],Including celebrities like The Beatles and Twiggy,[object Object],Gained cult status - UK equivalent to VW Beetle,[object Object],Iconic design ,[object Object],Excellent handling characteristics made it fun to drive ,[object Object],Series of wins at Rallye Monte Carlo,[object Object],11/29/2009,[object Object],2,[object Object],source:  http://www.mini.co.uk/html/about_us/story.html,[object Object]
Brand History,[object Object],The new MINI,[object Object],BMW acquired Rover (owner of Mini) in 1994,[object Object],BMW and Rover began development of new MINI,[object Object],Rover wanted MINI to be an economy car,[object Object],BMW wanted MINI to be a small sports car,[object Object],BMW sold Rover in 2000, but retained Mini brand,[object Object],New MINI was launched in 2001 ,[object Object],11/29/2009,[object Object],3,[object Object],source: Datamonitor Report - BMW,[object Object]
Brand Concept,[object Object],MINI vs. Mini,[object Object],BMW combined old and new to create clear and consistent global profile,[object Object],Repositioned MINI as premium product,[object Object],Mass-produced individuality,[object Object],Maintained symbolic characteristics of old Mini,[object Object],Retained basic form and curved styling,[object Object],Maintained fun image (fun to drive),[object Object],“MINI” to differentiate new brand from old Mini,[object Object],11/29/2009,[object Object],4,[object Object],Source:  http://www.interbrand.com/case_study.aspx?caseid=1042&langid=1000,[object Object],Source: http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html,[object Object]
Source of Identity,[object Object],Family resemblance,[object Object],MINI retains many Mini design elements,[object Object],MINI looks like the son of Mini,[object Object],MINI claims its British heritage,[object Object],MINI stays fun to drive,[object Object],MINI in print – black background and colourful frame,[object Object],11/29/2009,[object Object],5,[object Object],source:  http://www.mini.co.uk/html/about_us/story.html,[object Object]
Culture & Roots,[object Object],Britain meets Germany,[object Object],MINI’s British heritage,[object Object],Built in England,[object Object],Sporty and fun,[object Object],Iconic design,[object Object],MINI’s German heritage,[object Object],BMW ensures build quality,[object Object],Provides technology,[object Object],Experience in the premium sector,[object Object],11/29/2009,[object Object],6,[object Object],Source:  Source:  Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238,[object Object]
Brand DNA,[object Object],What makes a MINI?,[object Object],Fun and sporty, with go-kart-like handling,[object Object],Fashionable, trendy, and customizable,[object Object],British,[object Object],History – the 1960s,[object Object],Motorsports,[object Object],Association with celebrity owners,[object Object],Central role in The Italian Job, starring Michael Cain,[object Object],11/29/2009,[object Object],7,[object Object],Source:  Simms & Trott, The perceptions of the BMW Mini brand, Journal of Product & Brand Management, vol.15, no.4, 2006, pp. 228-238,[object Object],Source:  http://www.globalsocialmedianetwork.com/?tag=mini-cooper,[object Object]
Brand Values,[object Object],MINI is…,[object Object],Fun,[object Object],Cheeky,[object Object],Exciting,[object Object],Stylish,[object Object],Customizable,[object Object],MINImalism,[object Object],Doing more with less,[object Object],11/29/2009,[object Object],8,[object Object]
Brand Positioning,[object Object],Size doesn’t matter, only what you have under the hood does,[object Object],Fun,[object Object],Legacy (racing heritage),[object Object],Individuality,[object Object],Performance,[object Object],MINI wants male consumers to flip over its cars,[object Object],Not “cute” for fear of fading like VW’s new Beetle,[object Object],11/29/2009,[object Object],9,[object Object],Source:  TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200,[object Object]
Target Consumers,[object Object],Meet the MINI buyer ,[object Object],Male,[object Object],Affluent,[object Object],In his 20s or 30s,[object Object],Driving enthusiast,[object Object],Urban,[object Object],Individualistic,[object Object],Values build quality,[object Object],11/29/2009,[object Object],10,[object Object],Source:  Simms & Trott, An analysis of the repositioning of the BMW Mini brand, Journal of Product & Brand Management, vol.16, no.5, 2007, pp.297-309,[object Object],Source:  TAXI – MINI Case Study (http://www.taxi.ca/index.cfm?pid=15200),[object Object]
Competitive Environment,[object Object],What else is out there?,[object Object],The market for efficient compact cars is growing,[object Object],Increasing cost of fuel,[object Object],Growing environmental awareness,[object Object],Premium compact sector is getting crowded,[object Object],Direct competitors include:  VW Beetle, VW Golf GTI, Fiat 500, BMW 1-Series, Audi A3, Mazda MX-5 (Miata), Mazda 3,  Alfa Romeo Mito,[object Object],Yet MINI continues to grow year after year,[object Object],11/29/2009,[object Object],11,[object Object]
Brand Architecture,[object Object],BMW AG subsidiaries ,[object Object],With unit sales (fiscal year 2008),[object Object],11/29/2009,[object Object],12,[object Object],source:  Datamonitor Report - BMW,[object Object]
Exclusivity & dream factors,[object Object],11/29/2009,[object Object],13,[object Object]
The Product,[object Object],11/29/2009,[object Object],14,[object Object]
MINI,[object Object],The first new MINI,[object Object],Substantially bigger and heavier than original Mini,[object Object],Better equipped,[object Object],Better crash protection,[object Object],Up-market positioning relative to old Mini,[object Object],11/29/2009,[object Object],15,[object Object]
MINI Clubman,[object Object],The “big” MINI,[object Object],Longer by 24 cm,[object Object],More leg room,[object Object],Larger trunk space,[object Object],Club door on right for access to rear seats,[object Object],Front half is identical to MINI,[object Object],11/29/2009,[object Object],16,[object Object]
MINI Convertible,[object Object],Open-air MINI,[object Object],Based on MINI hatchback,[object Object],Same engine and equipment choices,[object Object],11/29/2009,[object Object],17,[object Object]
Limited Editions,[object Object],John Cooper Works World Championship 50,[object Object],Commemorates 50th anniversary of John Cooper’s first Formula 1 victory,[object Object],Strictly limited to 250 for all of Europe,[object Object],Features,[object Object],Special paint job,[object Object],Unique wheels,[object Object],Aerodynamic kit,[object Object],Black leather interior with red stitching,[object Object],11/29/2009,[object Object],18,[object Object],Source:  http://www.mini.co.uk/downloads/home/WC50flyer.pdf,[object Object]
Limited Editions – 50 Years of,[object Object],MINI Mayfair,[object Object],Inspired by 1982 Mayfair special edition,[object Object],Available for 1 year only,[object Object],Features,[object Object],Special colour scheme,[object Object],50 years of MINI badge,[object Object],Additional headlights,[object Object],Leather interior,[object Object],11/29/2009,[object Object],19,[object Object],Source:  http://www.mini.co.uk/,[object Object]
Limited Editions – 50 Years of,[object Object],MINI Camden,[object Object],Gives a glimpse of MINI’s future,[object Object],Packed with latest technology,[object Object],Available for 1 year only,[object Object],Features,[object Object],Special colour scheme,[object Object],50 years of MINI badge,[object Object],Harman Kardon sound system,[object Object],Bi-Xenon headlights,[object Object],11/29/2009,[object Object],20,[object Object],Source:  http://www.mini.co.uk/,[object Object]
Coming Models,[object Object],What’s next?,[object Object],MINI Coupe,[object Object],MINI SAV,[object Object],11/29/2009,[object Object],21,[object Object]
Customizability,[object Object],2 MINIs in 100,000 are the same,[object Object],Vast number of available options,[object Object],Body colour,[object Object],Roof and mirror colour,[object Object],Stripes and decals,[object Object],Performance options,[object Object],Body kits,[object Object],Accessories,[object Object],See TV-spot Dueling MINIs,[object Object],11/29/2009,[object Object],22,[object Object],Source:  http://www.mybusiness.co.uk/YSnc3zlotKRAKg.html,[object Object]
MINImalism,[object Object],Doing more with less,[object Object],Using technological innovations to reduce fuel consumption,[object Object],Designing and engineering for optimum recyclability,[object Object],Without compromising fun,[object Object],11/29/2009,[object Object],23,[object Object],Source:  http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/,[object Object]
Price,[object Object],11/29/2009,[object Object],24,[object Object]
Price Premium,[object Object],How does the MINI compare?,[object Object],11/29/2009,[object Object],25,[object Object],Source:  http://buyersguide.caranddriver.com/,[object Object]
Promotion,[object Object],11/29/2009,[object Object],26,[object Object]
Communication,[object Object],Many voices, one message,[object Object],MINI has a different creative agency in every territory it serves,[object Object],Maintains consistent brand message,[object Object],Maintains consistent visual language,[object Object],Focus on fun & performance,[object Object],11/29/2009,[object Object],27,[object Object]
TV Advertising,[object Object],MINI is the little guy who wins,[object Object],Ads are funny, cheeky, irreverent,[object Object],Ad:  MINI Clubman pinball,[object Object],11/29/2009,[object Object],28,[object Object]
TV Advertising,[object Object],MINI is the little guy who wins,[object Object],Ads often show MINI in a David vs. Goliath battle,[object Object],Ad:  MINI bullfight		Ad:  MINI anthem,[object Object],11/29/2009,[object Object],29,[object Object]
TV Advertising,[object Object],MINI is the little guy who wins,[object Object],Focus on performance,[object Object],Ad:  MINI scream,[object Object],11/29/2009,[object Object],30,[object Object]
Print Advertising,[object Object],Not always conventional,[object Object],For US market entry MINI paid a tabloid to be featured in front page story,[object Object],General focus of print ads is on fun and performance,[object Object],11/29/2009,[object Object],31,[object Object]
Billboard Advertising,[object Object],3D roadside ads,[object Object],Unconventional,[object Object],Funny,[object Object],Play on MINI’s performance abilities,[object Object],11/29/2009,[object Object],32,[object Object]
Outdoor Advertising,[object Object],Wall projections,[object Object],Show other cars dreaming about MINI,[object Object],Irreverent & cheeky,[object Object],11/29/2009,[object Object],Source:  http://www.taxi.ca,[object Object],33,[object Object]
Outdoor Advertising,[object Object],Small but feisty,[object Object],Both ads are fun and unusual,[object Object],MINI as a caged wild animal,[object Object],MINI as a toy,[object Object],11/29/2009,[object Object],34,[object Object]
Carfun Campaign,[object Object],Drive like there is a tomorrow,[object Object],US MINI owners donate $30 ,[object Object],1 of 3 green initiatives to support sustainable development & green energy,[object Object],Choose project,[object Object],MINI matches contribution,[object Object],MINI owner receives Carbon Offset grille badge,[object Object],11/29/2009,[object Object],35,[object Object],Source:  http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/,[object Object]
Carfun Campaign,[object Object],Calculating the Carfun footprint,[object Object],Interactive online calculator ,[object Object],Combines green and fun scores,[object Object],Based on 3rd party data,[object Object],Compare nearly 200 cars,[object Object],Offers green driving tips,[object Object],MINImalism,[object Object],11/29/2009,[object Object],36,[object Object],Source:  http://germancarscene.com/2009/06/25/new-mini-carfun-offset-program-extends-marketing-campaign/,[object Object]
Cultural Sponsorship,[object Object],Rome Film Fest,[object Object],Billboard campaign to coincide with the fest,[object Object],Tributes to directors,[object Object],Quentin Tarantino,[object Object],Sergio Leone,[object Object],Alfred Hitchcock,[object Object],Celebrity association,[object Object],Like the 60s,[object Object],11/29/2009,[object Object],37,[object Object]
MINI Racing,[object Object],Drive like a pro,[object Object],Race versions of John Cooper Works model available,[object Object],In keeping with tradition & heritage,[object Object],White roof originated in the 1960s to help spot the Minis in the race,[object Object],11/29/2009,[object Object],38,[object Object]
One-off Co-branding,[object Object],Agent Provocateur Clubman,[object Object],Customised for the famous lingerie house,[object Object],Features,[object Object],Prison bars in side windows,[object Object],Fishnet roof trim,[object Object],Black leather interior,[object Object],Auctioned off for $70,000,[object Object],Benefitted AIDS charity,[object Object],11/29/2009,[object Object],39,[object Object],Source:  http://www.miniusa.com/#/learn/SpecialEditions-m,[object Object]
Internet,[object Object],MINI on the web,[object Object],Consistent look to all international MINI sites,[object Object],Black background and colorful frames,[object Object],Music and video,[object Object],Product information,[object Object],Brand History,[object Object],11/29/2009,[object Object],40,[object Object],Source:  http://www.mini.co.uk/,[object Object]
Social Networking,[object Object],11/29/2009,[object Object],41,[object Object],MINI Space,[object Object],MINI’s own social networking site,[object Object],Open to all,[object Object],Promotes,[object Object],Collaboration,[object Object],Community,[object Object],Contests,[object Object],MINI news,[object Object],Source:  http://minispace.com/en_us/  ,[object Object]
Place,[object Object],11/29/2009,[object Object],42,[object Object]
Dealership Concept,[object Object],11/29/2009,[object Object],43,[object Object],Frames,[object Object],Dealers integrate visual concept of framing,[object Object],Like MINI in print,[object Object],Frames also make the cars look toy-like and fun,[object Object],Source:  http://www.austinadfed.com/pdf/8Principles_051806.pdf,[object Object]
Dealership Concept,[object Object],Frames,[object Object],The displays inside appear quite logical and simple,[object Object],The outside displays are more attention grabbing,[object Object],Irreverent and fun,[object Object],Some dealers are also BMW dealers,[object Object],Separate showrooms,[object Object],11/29/2009,[object Object],44,[object Object],Source:  http://www.austinadfed.com/pdf/8Principles_051806.pdf,[object Object]
Online Configuration,[object Object],Build your MINI,[object Object],Choose ,[object Object],Exterior paint,[object Object],Roof/mirror colour,[object Object],Decals,[object Object],Wheels,[object Object],Interior colours,[object Object],Option packages,[object Object],View multiple angles,[object Object],11/29/2009,[object Object],45,[object Object],Source:  http://www.mini.de/de/de/ecom/index.jsp?refType=teaserLink&refPage=/de/de/general/homepage/content.jsp&process=vco,[object Object]
MINI Custom Paint Shop,[object Object],Paint your MINI,[object Object],Some MINI websites ,[object Object],Custom paint,[object Object],Spray paint car with mouse,[object Object],Many different decals,[object Object],Flags,[object Object],Flames,[object Object],Silhouettes,[object Object],11/29/2009,[object Object],46,[object Object],Source:  http://www.miniusa.com/#/build/paintShop-m,[object Object]
Merchandising,[object Object],For you and your MINI,[object Object],Car accessories,[object Object],Mostly visual accessories, wheels, and decals,[object Object],Some performance items,[object Object],Personal accessories,[object Object],Clothing,[object Object],Toys,[object Object],Luggage,[object Object],Stationery needs,[object Object],11/29/2009,[object Object],47,[object Object],Source:  http://www.miniusa.com/#/ACCESSORIES/motoringGear-m,[object Object]
Thank You For your attention,[object Object],The end,[object Object],11/29/2009,[object Object],48,[object Object]

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