1. BMW Z 3 Launch-HBS Marketing case
The base model would be conservatively priced in comparison to similar high quality cabriolets and have a high specification including quality stereo, power windows etc. ... BMW's marketing campaign was split 60/40 between non-traditional and traditional advertising. ... An even more risky marketing event was the Radio DJ program, where DJs around the US had access to the Z3 and created a radio program centered on the car. ... The show had 3 times the "word of mouth" effect of other programs and was aired on over 6000 spots. ... Phase two traditional marketing included dealers presenta...
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