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Bmw & Audi

Jan 18, 2015




  • 1. Fair competition:WIPO-US Advanced Summer School on TrademarksGroup # 2: BrandingCoordinator: Ms. Deli Yang

2. BMW (Bavarian Motor Works) was founded in 1917 byFranz Josef Popp.After the end of World War I in 1918, BMW was theaircraft engine producer.The BMW Group is now one of the ten largest carmanufacturers in the world with its BMW, MINI andRolls-Royce brands.The BMW Group is the only manufacturer ofautomobiles and motorcycles worldwide thatconcentrates entirely on premium standards andoutstanding quality for all its brands and across allrelevant segments. 3. AUDI AG is able to look back on an exciting and varied past It all began with AugustHorch, one of Germanys pioneering personalities automobile engineers.He set up business on his own in 1899, establishing Horch & Cie. Motorwagen Werke in Cologne on November 14 of that year. Horch moved to Saxony in 1902, first to Reichenbach then in 1904 to Zwickau, where the company was transformed into a joint-stock corporation.Following differences of opinion with the Board of Management and SupervisoryBoard, August Horch left the company in 1909 and immediately established asecond car company in Zwickau. Because his surname was already in use and wasprotected by trademark, he chose its Latin translation for the new company. So"horch!" or "hark" became "audi!". Audi Automobilwerke GmbH itself becamea joint-stock company in December 1914.The Audi brand established a tradition of sporting achievement from the very outset. Thanks to his victorious involvement in the Austrian Alpine Runs between 1911 and 1914, August Horch succeeded in making Audi internationally known within just a few years. After the First World War August Horch withdrew from the company and moved to Berlin to work as an independent automotive expert. 4. 1.2. 5. Similarities in BMW and AUDI business strategies Premium segment brands Well known trademarks Pricing diversity Top-rated companies Target consumers high-level social status Big, structured businesses No licensing or franchising options Innovative Universality (contemporary/classic, city/highway, bachelors/families) 6. Mission statement:The mission statement up to the year 2020 is clearly defined:the BMW Group is the worlds leading provider of premium products andpremium services for individual mobilityBMW Commercial 7. Target consumersBMWAUDI25-40, Young adults, city-dwellers Adults, mostly city-dwellersBachelors, families with 1 or 2 children Bachelors, families with 1 or 2 childrenCEOs, new generation of self-made people Executives, professionalsComfort lovers, innovation savvy Sophisticated, design & style addicts, tech savvySelf-driving consumers Self-driving consumers / with drivers 8. Direct competitorsBMWAUDIMercedes BMWAUDI MercedesPorscheAcura Infinity 9. Key differences (according to the self-brand positioning)BMW AUDIFuel efficientComfortBetter enginesSophisticationDriving-dynamicsBetter accident-prevention systemYouth-oriented design Conservative and professionalModel and pricing diversity 10. Consumers perceptionBMWAUDIPowerful ReliableInnovative StableDriving-dynamics ComfortSecure SecureReliable Reliable 11. Key differences (Media&Marketing campains)* * AUDISponsoring events (Olympic Games - 2012)Product Placement (Iron Man-2, Knight &Day)Online and mobile mediasBroadcast, online and mobile video programsMagazines Video placements on major sports events(SuperBowl)Online& Social adsComparative advertisingCreative concernBuzz-advertising 12. Brands mantrasBMWAUDI"Cheer driving pleasureAdvantage through TechnologyJoy of driving Truth in EngineeringThe Ultimate Driving Machine Truth in MotionCultural insight Green Police 13. (Focus on Korea luxury car market) 14. [Korean Luxury Car Market]GenesisKiaBMW AUDIHyundaiK9BMW528i(3.0l) AUDI A6Compare MainReasonable ReasonableTECH-ORIENTEDSOPHISTACEDConsume Target consumer consumerCONSUMERS CONSUMERSrsageMiddle and old Middle and old age25-34 years old 18% Young- professionalage people people 45-54 years old 69%peopleGenderManMan 38%-42% are - womenSimilaritiesFunction,Size, target consumerDiffereSloganNew Thinking,The power toSheer for driving Lead of technologyncesNew possibilities surpriseprice $43,358$54,166$57,000$57,333Post sale Convenient Convenient Expensive to fix,Expensive to fix servicePost sale servicePost sale serviceNot convenient Not convenientPost sale servicePost sale serviceBrandMiddle upper Middle upperHigh HighValue 15. Strong high-end focus Pricing diversification Model portfolio diversification Continuing focus on luxury, the exclusivenessamong brand-aware Koreans. Further positioning through innovative andnew channels 16. Tineke Van HoeyVivian SilvaJos Roberto de Almeida Jr.Pandit RommelDwi ElfridaMario PozziMinkuy KimAiden Ung ChoiAnders KarlssonMelanie JezlerOlga FrolovaTetiana RomatWIPO-US Advanced Summer School on TrademarksGroup # 2: BrandingCoordinator: Ms. Deli Yang

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