The case discusses the marketing strategies adopted by Germany-based
automobile manufacturer BMW in India. BMW India was founded in the year
2006, and the first car was launched in 2007. The company maintained an
aggressive stance and launched several vehicles at different price
points.
BMW was positioned as an aspirational brand for young entrepreneurs and executives and adopted innovative strategies to reach the segment. It also developed exclusive dealerships, which were used as touch points to interact with the customers.
Within three years, BMW went on to become the top luxury car manufacturer in India, surpassing Mercedes-Benz, which had been present in the country for more than a decade. The cases lists the strategies adopted by BMW on its journey to reach this position and also discusses the challenges it is likely to face from existing and new competitors like Mercedes Benz and Audi.
"India is a key market to BMW. There is hardly any other market in the world that is being discussed so frequently at BMW Group Board meetings. Yes, it is not the size of the market or the operation. India is relatively a small market. Last year we sold 6000 cars here. It is a small operation. But look at the speed at which the Indian market is growing. It became the second fastest growing market after China, last year. For BMW, the India operation is the fastest growing. And all these factors mean that India definitely deserves our attention."
BMW was positioned as an aspirational brand for young entrepreneurs and executives and adopted innovative strategies to reach the segment. It also developed exclusive dealerships, which were used as touch points to interact with the customers.
Within three years, BMW went on to become the top luxury car manufacturer in India, surpassing Mercedes-Benz, which had been present in the country for more than a decade. The cases lists the strategies adopted by BMW on its journey to reach this position and also discusses the challenges it is likely to face from existing and new competitors like Mercedes Benz and Audi.
"India is a key market to BMW. There is hardly any other market in the world that is being discussed so frequently at BMW Group Board meetings. Yes, it is not the size of the market or the operation. India is relatively a small market. Last year we sold 6000 cars here. It is a small operation. But look at the speed at which the Indian market is growing. It became the second fastest growing market after China, last year. For BMW, the India operation is the fastest growing. And all these factors mean that India definitely deserves our attention."
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