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Marketing Bmw I3

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Submitted By Moghay
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Wie bereiken?

Met de BMW i3 willen we ons richten op alle mensen die al klant zijn van BMW en van hybride auto’s. We zouden het product bekendmaken bij ons doelgroep in het 2de kwartaal van 2015. Bij het introduceren van het product zal er vooral aandacht besteed worden aan de mensen die economische willen rijden. Aangezien dat de benzine prijs steeds stijgt en dat vele mensen minder de auto gebruiken is het belangrijke om het product op een goede manier te lanceren.

Na de bekendmaking van ons product, zullen we verschillende acties introduceren om de verkoop te bevorderen ( bv; bij aankoop van een BMWi3 een reductie op de BTW of een overheidskorting doordat het een ecologische auto is). Dit plannen we voor het 3de kwartaal van het jaar 2015.

De auto’s zullen in het begin enkel beschikbaar zijn in het zwart en wit. Niet veel extra snufjes zullen aanwezig zijn. Pas rond eind jaar 2015 zouden we rekening kunnen houden met de echte behoeften van de klanten qua kleur, model,… Het product zal kunnen gefabriceerde worden naargelang hun eisen (designs, kleur, model, interieur,…

Later zullen we nog andere doelgroepen proberen te overtuigen met ons nieuwe product. Met het feit dat mensen meer en meer voor ecologische auto’s opteren zullen ons verkopen kunnen verdubbelen. Dit hopen we toch voor de toekomst.

BMW is één van de bekendste autobedrijven. De merk wordt over de hele wereld verkocht. We kiezen ervoor om de bijhorende BMWi3 ter beschikking te stellen in heel België en de rest van het BENELUX. Daarbij volgt er een demografische opdeling van de markt. We richten ons op de mannen met max 2 kinderen. Dat groep beschikt ook over een relatieve inkomen, met nadien een opdeling naar de belangrijkheid van de auto.

Het juist positie voor een product voor de juiste doelgroep is volgens BMW de sleutel tot succes. Het instrumenteel differentiëren van ons product leidt ons tot een productpositionering.

We lanceren een nieuw productconcept en proberen daarmee aan de behoeften van ons doelgroep te voldoen. We maken gebruik van onze advertenties, acties

merk en campagne om onze productpositionering te kunnen versterken. We zullen gebruik maken van segmentatie om ons doelgroep te kunnen segmenteren.

BMW i3 in 2015? Verandering tegen over van het jaar 2014?

Het auto zal bestaan in een meer geraffineerde model. Met meer detail op het design en model. Alle geprefabriceerde auto’s zullen op dezelfde manier gemaakt worden. Vele extra snufjes zullen direct geïntegreerd worden in de auto. We hopen voor 2015 een opendak te kunnen richten in alle auto’s. Dit kan tijdens de mooiere dagen het aangenamer maken. We hopen vooral veel te kunnen verkopen. We willen ook met de overheid een pact sluiten dat alle mensen die een ecologische auto kopen recht hebben op een ecologische toelage ofwel een reductie krijgen bij hun belasting.

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