Launching the BMW Z3 Roadster

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Prize winner

Case

Reference no. 9-597-002

Subject category: Marketing

Authors: Susan Fournier (Harvard Business School); Robert J Dolan (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1997

Version: 8 January 2002

Length: 25 pages

Data source: Field research

Topics: Brand management; Communication strategy; Product launches; Product positioning; Public relations

Notes: To maximise their effectiveness, colour items should be printed in colour.

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Abstract

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' prelaunch campaign centered on the placement of the product in the November 1996 James Bond hit movie, 'GoldenEye', and including other 'non-traditional' elements such as a product appearance on Jay Leno's Tonight Show, an offering of a Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large-scale public relations activities. McDowell must assess the effectiveness of the prelaunch activities and design marketing tactics that can sustain product excitement until product availability in March.

Industry:

Automotive industry