Bmw Films

1 Problem/Issue Statement

1.1 The Films

The popularity of the short films create positive buzz around the BMW brand name, and anticipation for more short films to be released. The problem is how to extend the buzz and ride on the popularity of the films while circumventing potential moves by competition to copy this marketing device and for the device to lose novelty appeal.

1.2 Focus of the attention

Another issue is that the films are so successful, if BMW continue to promote this films or make their production into a tradition, the limelight might be stolen from the cars. BMW is a producer of automobile, and not films. BMW should consider how to refocus the attention of the public on its brand promise and message.

2 Analysis of Problem

BMW is one of the leading automobile maker in the world. The short films used to promote its image as an innovator are very successful, and the buzz around them is good for the company and brand image. But their success may not be sustainable, nor extendable. The decision of whether to continue to make more films have to be decided.

2.1 SWOT Analysis

2.1.1 Strength

BMW is a well recognized brand with well loved products.

The company has a professional marketing team that is used to using unconventional marketing devices and ready to push the limit to try something new.

2.1.2 Weakness

New product launches require different methods, and short films may not be the most suitable treatment.

The automobile product line has limited room to be too creative.

2.1.3 Opportunities

The positive buzz around the original film provide opportunities to create new films.

Strong brand recognition provide opportunities to do something different.

New segments of car owners are more open to alternative marketing strategies.

2.1.4 Threats

Competitors may start to copy the idea and produce similar short films

Strong support for the films may not translate into support for the products

2.2 SWOT Strategy Generation

Using SWOT Strategy Generation, the SWOT analysis results are meshed to produce strategies that can be used to resolve the issue.

2.2.1 SO Strategies: use strength to take advantage of Opportunities

Use marketing team to create new marketing devices that are different from the films.

Use marketing team to create more short films.

Create marketing collateral related to the films like collectors items, picture books, posters etc.

2.2.2 ST Strategies: use strength to overcome threats

Use marketing team to produce new differentiated films in different styles to pre-empt attempts by competitors to copy the original films.

Organize live events to provide physical association of the film with the cars used in them, to strengthen the association between the film and the products.

2.2.3 WO Strategies: use opportunity to overcome weakness

Use creative marketing team to create more devices to showcase new product launches, and move away from the short film format

Use strong brand recognition to market related products beyond automobile

2.2.4 WT Strategies: reduce weakness and avoid threats

Use different marketing devices to widen the influence of the short films, like autograph session with the stars and director etc.

Sponsor short film competition and festivals to create a strong relationship between BMW and the short film format. Effectively creating a barrier to entry against competition who wants to create similar films.

2.3 Critical Issues

Based on the SWOT analysis and strategy generation, it can be concluded that the buzz provided by the films are very positive, and enhanced the company’s image. However, the company should look forward to create more innovative strategies and devices to showcase its new products. On the other hand, the current buzz can be used to further enhance the company’s brand image by creating events and associated products that is linked to it. However, the key brand message of the company must still come through, which is the quality and lifestyle provided by their products.

3 Key Decision Criteria

3.1 Funding for the follow up action

The original release of the films coincides with a period where there are no new product releases. With the new products in the pipeline due to be released, the marketing funding will be stretch if a separate marketing plan is to be used for new product release and one for the followup to the films. Thus the followup to the films must be cost efficient and not stretch the overall marketing budget.

3.2 The Benefits to Brand Image

The release of the original films undeniably provided great benefit to the brand image, but the followup may not provide as much benefit per dollar as the original. Thus a key decision criteria is the benefits per advertising dollar provided by the followup plan against the benefits per dollar provided by the alternatives.

3.3 The Benefits to Sales

The followup action rides of the success of the original series. Thus they may or may not provide benefits to sales volume as much as the original films. The amount of revenue generated by each advertising dollar invested into the follow up is an important indicator.

3.4 The Benefits to Brand Loyalty

The public loves the original films and ask for more. To provide them with more films to download is an obvious way to reward brand loyalty and general more loyalty. However, the actual benefits from the followup must be evaluated for the investment amount to be justified.


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