Harvard Case: Launching The Bmw Z3 Roadster Essay
James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s Tonight show, an offering of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large scale public relations activities. McDowell must assess the effectiveness of the pre-launch activities and design marketing tactics that can sustain product excitement until product …show more content…
2. What are the benefits and risks of non-traditional" (NT) marketing (e.g., elements such as movie placement; a product appearance on Jay Leno’s Tonight show, an offering of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog)? What are the possible implications for brand management strategy?
3. How does NT Marketing work? Is there a theoretical model to represent this process? Can BMW or other companies use the Z3 launch as a model for other product introductions?
4. How can the success of the Z3 launch be measured?
Launching the BMW Z3 Roadster
1. What factors underlie BMW’s desire to shift to a “non-traditional” marketing venue for the Z3 launch?
2. Do you agree with McDowell that the Z3 launch qualifies as a “paradigm shift” in marketing for BMW? For marketers in general?
3. McDowell claims that he will never go back to traditional marketing after getting a taste of the non-traditional venue. Do you agree?
4. Was the Z3 launch successful? How do you know?
5. Helmut Panke has engaged you as a consultant on design for Phase II of the plan. What specific objective(s) would you set? What budget and media plan would you propose?
9-593-046 BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself HBSP 24pp.
Annotation - Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer