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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Excerpts Contd...
Not Just Car Showrooms
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BMW India was the first company to develop a luxury car dealership network in the country. Though in India, most of the luxury customers did not want to visit automobile showrooms, preferring instead for the vehicles to be shown to them at their homes / offices, BMW decided to open dealerships. The company set up showrooms that were of international standards. BMW also started BMW Studio in New Delhi, to provide the complete BMW experience to customers. According to Kronschnabl, "I looked at the existing dealerships and most of them looked like covered parking. You want to give customers an experience, not just show five cars parked next to one another...
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Reaching the Customer
By 2015, India was likely to become the fourth largest market for cars in the world. Analysts were of the view that the demand for vehicles in the premium segment would also grow. The new generation of Indians in their 30s and 40's had become the main wealth creators, and they played a major role in growing the demand for luxury goods in the country. Debashis Mitra, Director Sales and Marketing of Mercedes Benz India, said, "Buying a luxury car earlier was a taboo in India. The earlier perception was rich people are bad people. That taboo is slowly, slowly going out. India will be one of the most important markets for automobiles."...
Can BMW Retain its Position?
When BMW entered the Indian market, Benz was the major player in the luxury car segment in India with a market share of 50%. At that time, analysts had said that Benz was an aspirational vehicle, and BMW would not be able to challenge it seriously. In 2009, BMW India went ahead of Mercedes Benz India in sales.
In March 2011, BMW delivered 1,027 units to the customers. With this feat, it not only retained its position as the top luxury car manufacturer in the country, but also became the first luxury car manufacturer to sell over 1,000 cars in a single month in India. On the achievement, Schaaf said, "This proves that we have a whole range of competitive advantages: exciting new products, first class premium dealerships, superior customer service, and a very strong and aspirational brand."...
Exhibits
Exhibit I: Different Awards Won by BMW 5 Series in India
Exhibit II: BMW - Manufacturing Sites
Exhibit III: BMW Financial Overview
Exhibit IV: Luxury Car Market in India
Exhibit V: BMW India Dealerships
Exhibit VI: BMW, Mercedes Benz, Audi - Comparative Products
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