The Bmw Mini Brand Marketing Essay

The Bmw miniskirt Brand Marketing EssayAccording to the book strategicalal cross management by Kevin Lane Keller, Identifying and creating deformity touching is the showtime and important stage of the strategic fire grime management process. Positioning effectuate on a founding benchmark and works toward building a strong blemish by service of processing nourishmentstuffers to design, to implement, to solidify or to rear brand associations. Aaker ( ) also sustentations the conception that the brand position can crevice clear direction to a communion program implementation. To establish the position of a brand, the concept of it should be clearly defined. Criticism of the literature reveals umpteen meanings and clarification of location. Sekhar, (1989) states that the concept of positioning developed from research on trade segmentation and sterning. Kotler (2003, p. 308) defines brand positioning as the act of designing the companys whirl and image to occupy a typical locating in the intellectual of the commit marketplace. The end result of positioning is the successful creation of a customer-foc employ apprise proposal of marriage, a cogent reason why the target market should buy the product. Ar nont (1992, 1993) parallels the idea by stating that positioning is, correlated to the challenger, management start to adjust the tangible features and the intangible views of a market fit contri neverthelession. Furthermore, Kapferer, (2004, p. 99) emphasises on the distinctive characteristics that make a band different from its competitors and alluring to the public. In addition, Sengupta (2005 ) enhances the shape of perception that indicate the core of the brand in terms of its ope thinking(prenominal) and emotional benefit in the decision of customer. Also, it is sh birth as points in perceptual space and think up a product class.In essence, Keller outlines the idea behind the concept of brand positioning that involves four fit s target market identification, the nature of competitors, the ideal of points of affinity, and the points of difference. Identifying target market is crucial part in establish a robust positioning because dissimilar segment whitethorn ready diverse brand knowledge structure or apprehend the identical brand in different way vary by own attitudes, beliefs, and experience. The target customer can be classified as descriptive (customer-oriented), which associated to the kind of customer or behavioral (product-oriented), which related to how customers cut into of or utilizes the brand or product. The behavioral side is more meaningful to comprehend brand position due to stronger strategic implication. Decided grammatical case of target can, then, implicitly sketches the nature of pertainry because businesses usually target that same segment in terms of category membership. Once the appropriate warlike frame of reference for positioning has been formed, the correct points of par ity (POPs) and points of difference (PODs) atomic number 18 able to make.Point of parity (POPs) be characteristics or benefits that may unwashed with other brands separated into ii forms category and matched. Category point of parity is a standard association expected by customers to show the credibleness of companies. Competitive Point of parity argon associations intentional to abolish rivalry Point of difference. It is use when firms want to break in time the bea that competitors ar attempting to seek an service and achieve advantages in some other beas. To illustrate, to inscribe in the fast food industry, there atomic number 18 key elements that help customers to label a brand as a fast food restaurant such as quick service, reliable taste, and low prices. These are fundamental features and benefits of product category that it belongs to. Point of difference, on the other hand, comprises of strong, loving and unique associations for a brand based on attribute o r benefit association in the mind of customer. It is associations that customers believe that they couldnt find in the competitive brand. It is considered by functional basis, performance-related consideration and imagery related criterion, which are competitive strengths and insight about consumers motivations. Reeves and Ted Bates advertising agency (1950) also support the common concept of PODs in terms of unique selling proposition (USP) that promoting use to compel customers to buy product that competitors could not race. For instance, fast-food chain subway uses the healthier benefit as PODs compared with other quick-serve restaurants that supported by little fat attribute. Nike, for another example, acquire of superior performance in athletic shoes.Nowadays, business environment is becoming more intensively competitive. Marketers must present that their brands constantly amend to stay s, at the same time as keeping on the true core values (Aaker, 1991 Keller, 1999). The re are many a(prenominal) a(prenominal) reasons that make a firm to reconsider about its brand position which could be environmentally determined, Consumer driven, Competitor driven, and company driven. The environmentally driven can cause by economic issue, political issue, or the jet-propelled plane movement. Consumer driven is able to be the change of consumer needs and life bearings or the attractor of alternative target markets . Moreover, the driven from internal of company usually be a change in company dodge or gaining of tender technology or other asset that provides the brand a competitive advantage and valuable differentiator. Finally, the ind closelying reason that affects a brand to storehouse is the competitor movement. Markets are shredded and full with proposition that rivals try to give away their point of different and superior positioning. Then, the brand may be go about by a new stronger positioning. Often, competitive advantages survive for only a shor t period before competitors attempt to match them, which may revile the brand positioning in terms of building satisfactory tubercle benefits over their contenders (Clancy and Trout, 2002). Thus, brand should react by using shift system to change and stay contemporary and fresh in the eyes of customers. Trout and Ries () get an idea of the dislodge that involve with competition, change, and crisis issues. Firstly, repositioning can compete the rival by discriminate the brand or product and add value to it. Secondly, since time pass by, brand should update itself and make connection to target customer by using technology and communication and multimedia assets. Finally, repositioning can cure the crisis especially the cost issue. Ryan et al ()also gives the meaning of repositioning that is the way to re-adapt brand position the consumers thought to change the way in which a firms product or service is apprehend.Basically, positioning and repositioning are the same they are both process of gettingownership of a place in the thoughts of the target market that is proper, differentiating and fascinating. These two activities are , likewise, bases on the Customer Based Brand Equity (CBBE) Model settled by Keller in 1993 which defined as the different effect that consumer knowledge has on the customers response to marketing activity.To clarify, this paper will show the illustration of two repositi wholenessd brand of the move industry in both successful and check way. Begin with brand that succeed in repositioning that is mini,The miniskirt (original discernd Mini) is one of the well-nigh well known brands in the political machine industry, and indeed the most prosperous British automobile in terms of volume change (Birmingham Mini Owners Club, 2002). It was launched in 1959 by British Motor Corporation. It was originally designed for four commonwealth seat, in a modest size, practical, easy to green and economical. Also, priced was inexpensively. Thi s reacted to a fuel scarcity, and the increasing demand for proficient urban cars. The Mini Cooper was designed and commercialized as a faster and uninfected version of the Mini that would allow the car to compete successfully in rallying. Moreover, in 1969 the Mini was placed on the film The Italian Job. collectible to the combination of the Minis rallying success and celebrity style reputation so it became a necessary fashion accessory. It gained the cultural status that considered as a British icon. The Mini Coopers status was variable between the 1970s and the eighties as the license for the brand was sold to Spanish and Italian companies. In 1994, BMW bought the Rover Group, the owner of the Mini and launched the line in 2000. BMW still used the Mini brand to unite old and new to form heavy(p)-core and consistence profile, but a bit change in identify from Mini to mini.Launching the New MINI had task to preserve the MINI from becoming a fad. Therefore, business strategy of BMW is to position the MINI as a symbol. It target young groups of customers that are urbane, stylish, individualistic or characteristically take their own path, value and quality consider, love to drive, and a trendsetter. To partake the target market need, characteristic, and lifestyle, Mini brand came out the repositioning strategy that tried to attract customer in both logical direct by the products performance and insurance of quality, and at a sensational level by the value of the brands image or product aesthetics. At the rational level, MINI keeps the perception of a small premium car. It emphasized in practical and brand hereditary pattern about being an economy small sport car that have a different and new skillful base. There are three main competitive advantages that support the aspect custom design, modern quality technology, and outstanding safety. Firstly, MINI has an extensive pastiche of equipment along with paintwork choices, applications on the external and rare materials for the internal that make MINI customizable and can be assort. As a result, it offers customers to choose their own style MINI to express and show their own brand temper. Secondly, the quality dimension, it involves consistency structure setting new standards, the powerful engines, the most progressive jailbreak technology, which makes driver feeling a go-kart experience. Thirdly, the safety system guarantee keen safety airbag system, which makes the MINI one of the safest and the most reliable cars in its category. At an emotional level, the MINI filtered on the fun facet, play with the motto fun to drive. Thus, MINI attempted to create brand personality of it as fun loving, outrageous, cheeky, trendy, sporting and attractive.Figure 1 The perceptions of the BMW Mini brand the immenseness of historical associations and the development of a model Figure from Simms and Trott (2006)The victory of the MINI brand repositioning can be analyzed in many aspects . Firstly it achieved in clearly defined its target market so it could offer the brand attributes or benefits that meet the target needs and, also, was able to compete with the relevant brands in the sporty compact cars market such as Honda and Volkswagen. Likewise, MINI did not forget to offer the Category points-of-parity it provided essential and credible attributes that a car should have to customers. Additionally, MINI can wax strong superiority on its attribute and benefit and, too, consumers can be swayed. MINI brand associations met three criteria that can correctly be good at a point-of-difference desirability, deliverability, and differentiability. First of all, the MINIs target customer was given a persuasive motive to believe by MINIs pose on undivided design, up-to-date quality technology, excellent safety, plus fun emotion. Accordingly, they can feel the relevance in both performance and emotion. These advantage associations are hard to compete. Also, MINI got benefi t from the combination of two legacy advantages British heritage and BMWs German heritage that effected to customer perception. The former British heritage included construction in England, iconic scheme, fun and sporty sensation. The later German heritage BMWs consisted of the certifying in excellence of production and technology along with the premium car segment. Moreover, the company can really deliver estimation attributes and benefits, in the other words, MINI could sent the promise unique experience at an attainable price to its consumers. The product design and its marketing causal agency supported the desired associations. Their unique, specific and complete forms of advertising resulted to minis repositioning accomplishment. The customer was underlined that possessing and driving a MINI is fun, at the same time, also promoting brand personality and the idea of smaller is better. In e precise touch points, from the billboards to the showrooms, everything is brand that p ararell with the set position. Finally, associations of MINI brand are strong in differentiate about history related, product related, and emotional related that can claim distinctiveness and superiority against relevant competitors.Whilst MINI brand repositioning has been very successful, Oldsmobile brand, contrastingly, had left customers confused. The Oldsmobile brand is a case of the go badure brand in repositioning. Oldsmobile is one of the brand legends in US car history. It was in the portfolio of popular Motors (GM) same as Chevrolet, Pontiac, Buick and Cadillac. It was a pioneer brand that launched the first car with chrome plated trim and front wheel drive. Besides, it was an original of an automatic car called Toronado model. The brand was popular for many decades until there were problems that shake the strength of brand and have to end the production in 2000. The reason behind the brand failure can be divided in terms of positioning in three parts.First of all, around 1980s onwards, when GMs technology had swing edge begin with the Chevrolet engines were substituted ad diesel engines were given as an option, it, afterward, halt maintaining and emphasizing the unique selling proposition of Oldsmobile and make the brand to be uniform like others. Consequently, Oldsmobile is devalued its positioning in advance automobile in sportiness and innovation .It lost its advantage edge and considered very also to other brand of GM.Additionally, due to its brand name, there is an effect of the name old to the perception of customer that mislead to be observed as outdates brand specially among teenage segment. As a result, marketers of Oldsmobile tried to reposition the brand and adjust the brand image with Its Not Your Fathers Oldsmobile slogan and ran advertising to describing the point. Unfortunately, this customers couldnt recognize reasonable about age association and still perceive that Oldsmobile is old-fashioned (Levinson,2005). One Brand Week art icle, published in February 2001 gave a recommendation to the Oldsmobile that instead of attempt to be younger, it should better accept the hold up brand, with its older profile, search for older customers insight and give them a communication that fascinated to their needs. It could be possible, as the Oldsmobile had been seen as a trendsetter in its field, even though it had never been a youth brand. Also, the process of this repositioning was or else impulsive operation. The customer perception should proceeding adjust for example, from old brand to adult brand to, eventually, younger brand. Moreover, Oldsmobile had endeavoured to lift its position to be a luxury brand by changing logo and make many product variations to enter European market. However, the principal notion of Oldsmobile was to manufacture a low-priced car for the masses and discounting strategy to sales was still used that against the repositioning aim, thus, consumers were confounded. Again, their memories wit h the earlier brand image still ran deep. Ultimately, General Motors fill up down its Oldsmobile section.Refer to the case, there are many factors that make Oldsmobile incapable to success in repositioning. Begins with the target market, it attempted to target younger consumers and affluent market without finding those customers insight. While there were overwhelm of competitors that pierced in the same target. Thus, introducing trendy new Olds cars were too late. Oldsmobile did not carry on the brands new promise it just created the tag line Its Not Your Fathers Oldsmobile but did not do anything on product or service programs to stress the claim. The product reforms did not meet wishes of new clients. By reason of wanting(p) product development plus inconsistent brand communications, it did not have power enough to change the targets perception that Oldsmobile is a youthful, modern brand. Sharfman(2001) states that this slogan excluded both newer and elder purchasers. The reas on that might be it had not through enough through its designs, contemporary images, and marketing riffle, especially to the customers who do not have high involvement in the brand. They saw no advantage and no distinction, and no emotive association. In addition, it abandoned their competitive advantages which are a sporty and innovative, based on its heritage. Consequently, the trusted and believable personality of Oldsmobile was destroyed. In addition, to be in the upper market, Oldsmobile did not do well on credibility. Price levels did not represent the new willing position. Also, it was not able to form a unique emotional advantage or identity component of brand equity that is related to its customers. For these reasons Oldsmobile turned people off.In a nut shell, brand positioning is a strategic concept that marketers make a band image to sit in a unique room in the mind of the target market by a customer-focused base value correlated to competitors. Furthermore,There are fa ctors overtop brand managers to reconsider about their brand position such as altering customer needs, increasing competitive pressures and changing of the company own structure. The BMW MINI case shows an example of how a brand cans success in repositioning. It created effective brand associations that consumers perceive a brand dwell in a favourable, differentiated and credible location in the minds of consumers. Thus, MINI gained trustworthiness of the product position by information given by brand. Although many brands are desired to become resurrected and famous again, often, repositioning brand fail in changing the image in the mind of customer as the mentioned case of Oldsmobile. It underwent from a lack of strong positioning since targeted goal that it did not have ability to send the promises or new benefits. Also, elements of marketing mix did not go along with new position such as the product improvement and the price. As a result, marketers should carefully redefine bra nds target market, stick on their needs and expectations, then, find the right and available place to be in their minds, which unique, certifiable, and satisfactory. Finally, the new position should be communicated properly and consistency.