BMW's Marketing Strategy in India
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Case Details:
Case Code : MKTG294
Case Length :16 Pages
Period : 2006-2011
Pub Date : 2012
Teaching Note : Not Available
Organization :BMW, Bayerische Motoren Werke AG
Industry : Automobile
Countries : Germany, India
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"India is a key market to BMW. There is hardly any other market in the world that is being discussed so frequently at BMW Group Board meetings. Yes, it is not the size of the market or the operation. India is relatively a small market. Last year we sold 6000 cars here. It is a small operation. But look at the speed at which the Indian market is growing. It became the second fastest growing market after China, last year. For BMW, the India operation is the fastest growing. And all these factors mean that India definitely deserves our attention."
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-Dr.Andreas Schaaf, President, BMW India, in 2011.
India's Top Premium Car
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In January 2011, the BMW2 5 Series3 won the coveted 'Premium Automobile of the Year' award given by CNBC TV-18-Overdrive.4
5 This was just one of several awards that the BMW 5 series won in India. On the success of the BMW 5 Series, Dr. Andreas Schaaf6 (Schaaf), President, BMW India7 , said, "The new BMW 5 Series has contributed tremendously to the success story of BMW in India and is the largest selling luxury sedan in its segment. The new BMW 5 Series has received extremely positive feedback from the market and has positioned itself as the best business limousine in India"8. BMW India, a 100% subsidiary of Munich, Germany-based BMW, entered India in 2006.
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The company established a state-of-the-art assembly plant in Chennai, South India, in January 2007, and its first vehicle in the country, the BMW 5 was launched in June 2007. The company followed an aggressive marketing strategy for the Indian market. It brought in several new products, launched premium dealerships across the country, even in Tier-II and Tier-III cities, and positioned itself as a strong and aspirational brand.
BMW went on to become one of the top selling luxury automobiles in India, and in 2009, it surpassed the then market leader Mercedes Benz9 (Benz), selling 3,619 units as against Benz's 3,247.10 For the second consecutive year, it maintained its position and sold 6,246 units11 in 2010. In the process, BMW achieved the 'highest sales by a manufacturer in the luxury car segment in a year' in the Indian market.
Its market share in the luxury car segment grew from 9% at the end of 2006 to 40% in 2009.12 On the factors that helped BMW succeed in India, Schaaf, said, "The fact that BMW is aimed at a target group that drives the future of the country has definitely helped us. There are a few things that have helped us be different - the product, marketing, dealership network as well as the spirit of the people. Also, the BMW brand is highly attractive for people who have a modern view of things13."
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