2. •Customer feel a sense of owness in
with various programmes
:Held Most knowledgeable Cabbie contest at New york
:Support HongKong campain during SAARS outbreak.
:Sponsors 250 cultural and sporting events for helping
youth.
•The Bank Pulls its World Wide Business
together under a single global brand to link
its International size to the customers of
the country in which it operates.
3. Risks Associated
Being a Heavy
player difficult to
blend
Customer feel
difficult to be able
to connect to
than to the other
Local Banks who
can address issue
personally.
4.
5.
6. Does most recent Campaign
resonate with its target Audience
Why or Why not
7. HSBC recognizes how people value things
differently.
So what they learn from one customer helps
them better serve another.
8.
9. What are the Pro’s to BMW’s selective
target marketing?
Could give customers various types of
designs, size, price and style choices.
Specific type cars for specific class people
ex.1series for those who earlier avoided BMW
for premium price and launched X5 to ”upper
liberals”
for their active life style and big families….
10. What are the Cons to BMW’s selective
target marketing?
Cars only for the ones who could afford…
Sales Dipped During Recession.
11. What has the firm done well over the
years
After knowing customers desire of having cars
of design, size, space and style choice
immediately launched many new products
x5,x3,x1 etc.
12.
13. Where it could improve?
It could have come up with Lower Segment of
Cars where the Market is bigger with more
opportunities especially in Developing Nations
like India, Brazil , and south ASEAN countries.
14. BMW’s sales slipped during the world
wide recession in 2008 & 2009,Is its
segmentation strategy too selective?
Why or why not?
Yes The segmentation strategy of BMW is too
selective, It’s target segments are mainly the
“Modern mainstream” & “Post moderns” high
income group people.
The BMW is an epitome of Luxury, Loyalty
, Success and High esteem hence the
segmentation strategy has to be selective.
