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The movie revealed a new image for James Bond, and a new style of BMW sports car. Later, the agency used Internet videos to stimulate interest in the vehicle, a revolutionary idea in 1999. The commercials told a story, and as with so many of Fallon Worldwide's creative campaigns, getting consumers interested in the story of the product is critical to generating buzz and interest. Fallon was intent upon not redoing the old 'racing car' and pumping music commercial format.
Another interesting example is the campaign to launch Lee Jeans. This chapter is used to illustrate the principle of trusting one's focus group, stressing what teens liked about the jeans, and using iconic 'retro' images in the advertising. The important thing is not to spend as much as you possibly can on marketing and to reach everyone, but to use that marketing wisely, and place advertisements in a strategic and eye-catching fashion. Because teens are so interested in what their friends...
Teens want shopping to be fun, interactive -- and understanding teens meant deemphasizing stale television ads and experimenting with things like free text messaging during unannounced 'gift' hours through Virgin Mobile (Fallon & Sean 131).
It is not being everywhere that counts, but reaching the right consumers in the right way, that makes sales skyrocket. Going against conventional wisdom that having a presence in magazines and television was necessary, to keep pace with American competitors, BMW sales climbed after Fallon made it a first-mover on the Internet, with short, catchy movies targeting BMW's core constituency. Giving the consumer what he or she wants -- whether it is convenience, trendiness, exclusivity, or value -- is what is important, not being things to all people, or being everywhere at once.
One of the most interesting case studies of companies that the advertising agency has worked with is that of BMW, itself a "small company in the land of giants," an independent, international small car firm that has flourished against all odds in a large American market (Fallon & Sean 125). When the company came to the agency it had already negotiated a deal with MGM to tie in the launch of its new sports car, the Z3, with the upcoming James Bond movie. The movie revealed a new image for James Bond, and a new style of BMW sports car. Later, the agency used Internet videos to stimulate interest in the vehicle, a revolutionary idea in 1999. The commercials told a story, and as with so many of Fallon Worldwide's creative campaigns, getting consumers interested in the story of the product is critical to generating buzz and interest. Fallon was intent upon not redoing the old 'racing car' and pumping music commercial format.
Another interesting example is the campaign to launch Lee Jeans. This chapter is used to illustrate the principle of trusting one's focus group, stressing what teens liked about the jeans, and using iconic 'retro' images in the advertising. The important thing is not to spend as much as you possibly can on marketing and to reach everyone, but to use that marketing wisely, and place advertisements in a strategic and eye-catching fashion. Because teens are so interested in what their friends are doing and wearing, encouraging teens to talk, and generate buzz about a product is a crucial element in succeeding in this demographic. Teens want shopping to be fun, interactive -- and understanding teens meant deemphasizing stale television ads and experimenting with things like free text messaging during unannounced 'gift' hours through Virgin Mobile (Fallon & Sean 131).
It is not being everywhere that counts, but reaching the right consumers in the right way, that makes sales skyrocket. Going against conventional wisdom that having a presence in magazines and television was necessary, to keep pace with American competitors, BMW sales climbed after Fallon made it a first-mover on the Internet, with short, catchy movies targeting BMW's core constituency. Giving the consumer what he or she wants -- whether it is convenience, trendiness, exclusivity, or value -- is what is important, not being things to all people, or being everywhere at once.
All of these attributes together fuel a high level of mastery of their jobs, a critical element in job satisfaction (Sull, 2007). Finally the aspects of personal and work outcomes, which include high internal work motivation, high satisfaction with work and low turn-over indicate that BMW employees have found competency in their work. The reliance on transformational leadership techniques in terms creates a sense of purpose throughout the company.
BMW Investor Analysis It is recommended that investors sell BMW AG stock for short-term strategies. BMW has had a recent increase in profit margins and has had success in developing markets and this performance is represented in the current market evaluation. However, it is unlikely that BMW can maintain this performance in the short-term for a variety of reasons. One of the largest contributing factors to this position is that emerging
Of course, BMW also hoped to take advantage of Rover's 13% market share in the UK. BMW has always placed a heavy emphasis on improving its logistics: "Even before the establishment of its U.S. plant, BMW was spending several hundred million dollars annually in North America to procure parts and materials for its German-made vehicles. Although transportation costs were higher, exchange rates and lower production costs made them cheaper
The Series 3 cars are conservative in appearance, but their variety of body types will appeal to a wide range of consumers. Several of the Series 3 models are lower in price than other BMW cars and might therefore appeal to younger, upwardly mobile market segments. The touring models will appeal more to large families or those who want larger vehicles, whereas the coupe and convertible will appeal more
The James Bond tie-in ensured that this message was received strongly by the target audience. The Nieman Marcus promotion and Central Park promotion strongly reinforced this message. Everything was tied to the Bond promotion and all supported the aspirational message, including the product itself. In terms of distribution, the company knew that it was going to need to rejuvenate dealer interest in BMW, given that they had just made a
" Abuelsamid (2010) states, "this coupe is among the most attractive Audis in existence, it's probably one of the best looking coupes we've seen in decades." The Audi A5 had an Italian designer, who is credited with the slick, sexy, and sophisticated lines (Matras 2009). The BMW 335i, on the other hand, looks functional. NiceDrivz (2010) states of the BMW 335i, they "don't look their best unless they are equipped with