成果定位概念positioning and concept v2 refinedf49.pptx

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成果定位概念positioning and concept v2 refinedf49.pptx

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BMWF49

PositioningandConcept.Beijing,September24th,2015

ing

thebest-sellingcar

inthecompactSUVmarket.Objective:

Weseesomeseriousthreatandbarriers.Challenges:

URBANRURALSOPHISITICATIONPERSONALITYTIGUANQ3GLANXE84EvoqueThepremiumcompactSUVmarketisfragmentedandthreatenedbythebasecarsegmentatthesametime.

Whataretheyperusinginlife?Howcanweengagethem?BMWisfacingadowntrendtowardstherelevancewithyouthmarket.

ThelaunchofGLA“Fearless”received

overalltopresult,canwesurpassthat?MMotiftestingMin/Max

setbytestedadAestheticJoyoflivingJoyofdrivingInnovativeExclusivitySafetySportyYoungDynamic,Lower

FuelConsumptionDynamic,

EasedConscienceDynamic,

FewerEmissionsJoyEfficientDynamicsServiceSustainabilityQualityDynamicLow20%TV

competitormotifsTop20%TV

BMWmotifsDifferentiatorsBrandIdentityPremiumBrandFoundationQ18/20ff.:Howdoyoufeelaboutthead?Whatdoesthisadtellyouaboutthebrand?Base:Totalsample/Top-2-Box/in%.*Scale1-4/Top-Box(4)/in%.MPage6ClearmessageCredibilityBrandconsistencyUniquenessAttentionLikeabilityCut-throughSurpriseBoldnessIntelligenceEntertainmentMAYAOverall…ofmusic…ofmodelInfoseekingWillingnesstospreadFurtherinternetsearch*ActivationInterestingBrandIdentityAdEvaluationFearlessGLA

FearlessTV(Jul15)BMWCommunicationMonitorChinaJuly2015,AU-2.MMMMM

WhatF49mayofferto

ethechallenges?

F49comeswithmanynewfeaturesandmostofthemareuniqueinthesegmentorevenbetter.

PRODUCTHIGHLIGHTSCOMPARISONBMWX1BenzGLAAudiQ3LandoverEvoqueVolkswagenTiguanCarSize(L*W*H)4484*17981804183119001863*1686LEDHeadlights●Head-UpDisplay●ConnectedDrive●8.8-InchwithTouchiDriveController●DriveDynamicControl(new)●-●--ElectricTailgate(new)●●-●-AutoParking(new)●●●●●DrivingAssistant(new)●●RearSeatsSliding●40:20:40Split●FlexibleTrunkSpace●S