This case takes place about 6 months BEFORE the BMW Z3 car is available for purchase. BMW employed many breakthrough methods
This case takes place about 6 months BEFORE the BMW Z3 car is available for purchase. BMW employed many breakthrough methods
| BASED ONLY ON THE CASE STUDY BMW: LAUNCH OF THE Z3. This case takes place about 6 months BEFORE the BMW Z3 car is available for purchase. BMW employed many breakthrough methods to create awareness for a niche car model (limited market demand). The end of the case asks the question of what should BMW do next—when the car is available to purchase? Should they do more non-traditional advertising, or should they use more conventional methods (like TV). Develop a creative brief based on what you think they should do to drive sales of the car once it is available. The goal here is for you to do 2 things: • Demonstrate that you can analyze the case and use that information to write a creative brief • Decide how BMW should promote the car to drive sales. Your creative brief should dictate what kind of advertising they should do (traditional, non-traditional, etc.) EVEN THOUGH THIS CASE TAKES PLACE A LONG TIME AGO, YOU MAY WRITE YOUR BRIEF AS IF IT IS OCCURRING TODAY. YOU MAY USE ANY DIGITAL MEDIA, TRADITIONAL MEDIA OR COMBINATION YOU CHOOSE. Use the enclosed Word document to submit your answer |
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Masters Marketing
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