BMW VS Ferrari Students: Heather Russell, Michael Esposito, Cindy Tsai, Thomas Stasko, Ezzana Leakemariam Teacher: Dianne Ness Subject: Integrated Marketing Communications Demographic Segmentation – defines market according to the following: Segmenting
Students: Heather Russell, Michael Esposito, Cindy Tsai, Thomas Stasko, Ezzana Leakemariam
Teacher: Dianne Ness
Subject: Integrated Marketing Communications
Psychological Segmentation- identifies market
according to lifestyle characteristics
BMW – cars communicate valued differences and distinguish it from other competitors by image (described as a premium brand), quality (uses cutting edge technology) and design (very sleek and unique)
Brand Leadership Positioning
BMW- has maintained its leadership brand positioning for many years. Its success is the result of a consistent strategy and is oriented towards meeting the needs of customers.
FERRARI- it is probably the only car maker that never worry at competition price its name is unmatchable.
Head-On Positioning (comparative positioning)
55 Auto Park Circle
4505 Dixie Road
1155 Leslie Street
8111 Kennedy Road
480 Steeles Avenue West
11 Sunlight Park Road
Both BMW and Ferrari are in the BRAND INSISTENCE stage.
- the consumer searches the market for the specific brand
consumer buys one brand only
if the brand is not available the purchase is postponed
All of their clients are dedicated to only purchasing that type of car and continue doing so each time they need a new vehicle.USP
BMW has meet the demands of customers craving luxury while also offering versatility to customers.
Its more then just a car. It’s a lifestyle. The client develops a relationship with the car and learns about its needs and how to make the car last.