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Abstract

This structured assignment is to accompany the case ''506-024-1''. The abstract of the case is as follows: In October 2005, BMW, the leading car maker based in Germany, announced its decision to quit branded entertainment, owing to increased cost. The decision was a surprise to industry watchers because BMW was the pioneer of the branded entertainment strategy. BMW cars were used in James Bond movies by the detective himself. BMW had also launched its own series of eight on-line short films called ''The Hire'', involving popular actors and directors. The branded marketing strategies used by BMW were hugely successful in terms of increased sales of the models featured and higher brand visibility. They also won critical appreciation and awards for innovative advertising. The case discusses the various branded marketing campaigns BMW adopted from its early days. It also examines the possible causes for BMW''s decision other than the cost factor. The case offers adequate scope for discussion on the impact of BMW''s decision on its own sales and brand image as well as on its competitors'' sales.
Location:
Industry:
Size:
EUR44.3 billion (sales)
Other setting(s):
1917-2005

About

Abstract

This structured assignment is to accompany the case ''506-024-1''. The abstract of the case is as follows: In October 2005, BMW, the leading car maker based in Germany, announced its decision to quit branded entertainment, owing to increased cost. The decision was a surprise to industry watchers because BMW was the pioneer of the branded entertainment strategy. BMW cars were used in James Bond movies by the detective himself. BMW had also launched its own series of eight on-line short films called ''The Hire'', involving popular actors and directors. The branded marketing strategies used by BMW were hugely successful in terms of increased sales of the models featured and higher brand visibility. They also won critical appreciation and awards for innovative advertising. The case discusses the various branded marketing campaigns BMW adopted from its early days. It also examines the possible causes for BMW''s decision other than the cost factor. The case offers adequate scope for discussion on the impact of BMW''s decision on its own sales and brand image as well as on its competitors'' sales.

Settings

Location:
Industry:
Size:
EUR44.3 billion (sales)
Other setting(s):
1917-2005

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