Most Expensive BMW Ad Ever and Buyer Behaviour - Essay Example

?Buyer Behaviour The Brand: Advertisements that appeal to the aesthetic sense of the audience and that match the consumer perception about the product are vital components in the success of a brand and its marketing strategy. The ad under review relates to Bayerische Motoren Werke or popularly known as BMW, one of the most sought after and successful brands in luxury vehicles across the globe. The company has remained a key player in this segment of the motor industry since 1917. During 2009 BMW has been awarded the honour of the coolest, best performing brand and the best exterior brand design, based on a national online survey of more than 12000 users. The brand was also listed as the #1 company in the world by Forbes.com in June 2012. The rankings were based upon aspects such as people’s willingness to buy, recommend, work for, and invest in a company which is 60% driven by the perceptions of the company and only 40% by the perceptions of their products. The Target Audience/Market Segment: The ad, in this context, is designed for the market segment of an elite upper class that touts trendy styles and exquisite tastes as the marks of their identity, as can be evidenced from the lady’s appearance and the driver’s initial introduction of her. The audience does not get to see her eyes, covered by dark sunglasses, but are told that the first thing one will notice about her is her “bright, blue eyes” which are usually covered up, but when one sees them “it’s worth it” (Most Expensive BMW Ad Ever-BMW, 2011). The ad subtly hints here that if the consumer notices the features of BMW, they will know the worth of it. The upper class consumer, who the ad targets, will definitely understand the cue. The target market segment is also likely to be educated, rich and willing to spend heavily on luxury items. Thus, the ad is appropriate in every context to the target consumer. Features and Benefits being Offered: BMW packs their engine with effective features and style according to customer segments. “The all new BMW 3 series sedan features the BMW Twin Power Turbo four-cylinder diesel engine of its predecessor, which has been honed for even greater fuel economy and lower emissions with no reduction in power output. The 2.0-litre four-cylinder engine is from the same family as the regular BMW 320d engine and shares the same all-aluminium crankcase, VNT turbocharger and latest-generation common rail direct injection” (BMW 3-Series (2012), 2005). Additional features like a slight reduction in maximum output rating, the rpm-reducing, friction-reduced powertrain design and an optimized aerodynamics package has helped BMW to bring down its CO2 emission to the lowest. It also comes with 5 rear view cameras to support complete driving safety. The safety measures provided include dual front airbags, side airbags and head protecting side curtains.The BMW 3-Series Sedan is also equipped with an Auto Start-Stop function, which analyses and automatically turns off the engine during short stops to save fuel. The BMW also features important safety measures such as antilock brakes (ABS), electronic stability control (ESC) and electronic brake force distribution (EBD). Intelligent seat belt reminders are also fitted to all seats as a measure of safety and comfort. In the context of this ad, the features of the product remains emphasized throughout, right from its beginning. The lady explicitly expresses that she is done with black, thus connoting to the appeal of the change to white. The car’s manoeuvrability becomes evident when it glides through the mob whereas the car that follows gets trapped. The lady scolds the driver for his lack of pace as she wants to lose her trailing bodyguards. He picks up speed, takes several abrupt twists, turn and swerves that throw the lady around to all nukes and corners of the car but she remains in good shape. Thus, the ad, through the action unfolding before the audience’s eyes, illustrates the features of the car in terms of visual appeal, speed, manoeuvrability, comfort and safety without explaining these traits in words. This strategy makes the ad most effective in making its point. The Marketing Platform: The ad has been positioned on the You tube, a popular social media where customers from different segments can be reached and informed about latest models, releases and the salient features. This video informs its customers about various features of the product and demonstrates how each feature becomes relevant to the consumers when they finally use the car. The posting of this ad has been really important as the popularity of internet based social media has made it possible for companies like BMW to reach and communicate to thousands of people within a short period, in a highly cost effective manner. YouTube has been considered as a hybrid element of the promotion mix as this platform enables companies to reach customers and share information with them through excellent visual and audio support that clearly shows them different features of the product. The Occasion: The ad does not intend to orient the selling of the product to any specific occasion and, therefore, no seasonality is involved in this case. Choice of the Platform and its Benefits: The chosen ad is informative and BMW tries to create awareness in the viewers about various features of BMW cars. The ad lays special emphasis on the features like speed, manoeuvrability, safety and control. Thus, a print ad will not serve any of the purposes that the ad is expected to serve. On the other hand, if the company chooses to place an on TV, it will prove to be a very costly prospect. Thus, a social media such as YouTube is the most appropriate platform for an ad of this nature. It will enable the company to reach out to the maximum number of consumers for a longer period of time, with the least amount ad expenses. The advertisement illustrates how important and effective the new technology could be for the safety of its owners. Despite several twists and turns, the passenger remains unhurt, even after bumping several times against the doors, and taking a plunge onto the front bucket seat. Perceptions about the Product: The ad, right at the beginning endorses the validity of the change in car’s colour from black to white through the lady’s remark. The fact that black is overdone, is stressed from the fact that almost all characters appear in black suits, except the lady who sports a red pants. The over colour scheme of the ad is also appealing and it mainly dwells on gray-silver in contrast with black and sharp lighting, which renders the frames a kind of sobriety. There is no text used in the ad as the focus is on visuals that eloquently present the features of the car. The models used in the portrayal of the characters are most appropriate and each leaves the intended impact on the audience. The ad relies on celebrity endorsement and Clive Owen, an accomplished English serial and movie actor who have won several critical acclaims such as Golden Globe and BAFTA Awards, portrays the main character, the driver. He has handled the role with his unique style of presenting the dialogues and apt facial expressions. There is air of resolve, sarcasm and sophistication about him that foreshadow the action that the character leads the narrative into. These traits compliment the product’s qualities quite well and align seamlessly into its key features. Research evidence suggests that the “consumers will rate products to be of a higher quality when the product is endorsed by someone who the consumers believe possesses attributes similar to the attributes of the products” (Busler, 2002, p.71). The sleek style, elegance and sophistication that surround the personality of Clive Owen gel quite well with the image that BMW projects in the minds of the audience and, therefore, the consumers of this car will be influenced by the celebrity used for this ad. The ad does not seem to be focused on any specific stages of the buyer process but if a consumer has already decided to buy a luxury car and sees this ad, he or she will definitely be enticed into buying a BMW. The product promoted through the ad does not indicate any risk factor except all the factors associated with products of other brands in the motor vehicle industry. Marketing Mix Elements: Product: BMW has been producing a wide range of vehicles starting from the baseline model to the high end luxury models. These models have been manufactured keeping in mind the class and standard of the consumers buying them. BMW manufactures various models such as the 1, 3, 5 ,7 and the X series each packed with loads of features, style and elegance. BMW also provides an effective safety system. The advertisement chosen shows how necessary and important various aspects of safety and manoeuvrability are to customers. Besides it demonstrates the aspects of speed, easiness to control as well as flexibility for swerving. Pricing: This ad does not contain any information related to the prices of the products as its purpose is to inform the viewers the features of the product. The brand does not intend on showing the prices of their products through this ad as they are already a highly popular brand and their target audience already has an idea about the cost of the product. However, generally consumers perceive it as a high end product that comes with a hefty price tag and if they down their prices to penetrate a new market segment, the “quality of the new product may be suspect” (Getting the Price Your Product Deserves, 2012, p.4). Moreover, the target customers are not much concerned about the price. Also they can access the information through various other means. Further, the nature of the ad does not leave a scope where price can be stated. Place: BMW understands the logic of necessities for global marketing in an ideal manner to perform well in the international markets. They implement a different marketing mix to sell their products to different socio economic segments, with an aggressive emphasis on premium segments. BMW has always been successful in selling their vehicles to consumers who pursue high standards for quality, luxury and performance. The firms global marketing strategy represents leadership through innovation. BMW’s innovation initiates from the utilisation of clean energy, such as hydrogen. They have also shifted their position as the ‘ultimate driving machine’ to ‘sheer driving pleasure.’ Helmut Panke, former BMW chairman says, “We believe a company can only think in one set of terms. If you are premium, you have to focus on it” (Young-ryeol, 2011). The advertisement is an informative ad that focuses on informing the people BMW’s introduction of its latest technologies in its cars. The ad does not contain any information related to distribution. Promotion: BMW through this ad attempts to illustrate the latest technology for safety for manoeuvrability, speed etc of their product to the viewers. The company has chosen YouTube as a platform of their promotion as it is one of the most effective and most convenient means of reaching a wide range of people within a short span of time and is highly cost effective. As per the chosen ad, the company has been able to achieve its goals effectively as the ad was created with creative ideas and efforts to convey their message clearly, adequately and with an uniqueness that its impact will remain with the viewers long after they see it. The company has made a best decision by posting their video on YouTube as a promotion strategy. The ad has been able to deliver its message to millions of people in a very short span. Ad Review: The ad has an interesting story of a snobby lady going to a function at a venue, wants to lose the trail of her bodyguards and asks her driver to speed up. On the other hand, the bodyguard instructs his driver, “Don’t lose her” (Most Expensive BMW Ad Ever-BMW, 2011). The way in which the lady acts and presents her dialogue with admonishments such as “A shame your driving is as smart as your mouth” (Most Expensive BMW Ad Ever-BMW, 2011). All these fill the audience’s mind with the anticipation of good action to ensue, and that exactly is what happens. When her husband calls and asks how she fares, the driver responds that she is okay and offers to take care of her. Then the husband says, “No rush. Show her the sights; give her everything I paid you for: breakfast, lunch and dinner” (Most Expensive BMW Ad Ever-BMW, 2011). This is the best twist of the storyline, where the audience expects the driver to take her on a long tour but the breakfast, lunch and dinner include the various astounding features of the product. The ad, thus, successfully, demonstrates various features of the car such as its ability to manoeuvre and sneak smoothly out as shown when the driver evades the mob, its speed and control as is evident when he throttles up the solid safety it provides as emphasised through the bounces the woman takes inside the car and she still remains in shape. In the climax scene, the driver skids and swerves the car literally “dropping her” at the venue. All the scenes in the ad, every single frame, emphasises the product’s unique features that appeal to the audience and, therefore, it has been a highly effective means of product promotion. Reference List BMW 3-Series (2012). 2005. Net Car Show.com. Available at [Accessed on 08 November 2012]. Busler, Michael (2002). Product Differentiation, Celebrity Endorsements and the Consumer’s Perception of Quality. Available at Getting the Price Your Product Deserves (2012). Pricing Magazine. Toronto Product Management Association. Issue 8, 2012. Available at Most Expensive BMW Ad Ever-BMW (2011). Dir. Guy Ritchie. You Tube. Web. Available at Young-ryeol, P. 2011. Global Marketing Strategy of BMW. The Korea Times Money. Available at [Accessed on 08 November 2012]. Read More