Case Code : CLCB058
Publication date : 2008
Subject : Consumer Behavior
Industry : -
Length : 03 Pages
Price : Rs. 100
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BMW, luxury car, market research, marketing communication, reposition, creative class, promotional campaign, yuppie, brand, core philosophy, corporate culture, Al Ries, Mercedes, Lexus, Cadillac, GSD&M, North America, Europe
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Though the sale of the BMW branded vehicles in North America have been growing at a steady pace, many industry-watchers felt that it was not as big a brand in North America as it is in Europe. With market research data in 2005 suggesting that a very high proportion of people buying luxury cars in the US did not even consider buying BMW, the company attempted to reposition the brand to appeal to the 'creative class' rather than relying on its traditional customer base consisting of 'yuppies'.
Questions for Discussion:
1. How do socio-economic factors influence consumer behavior? Use relevant examples to put forward your view. What are the implications for marketers?
2. Do you think BMW’s new strategy in North America will work? Why (not)?
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