Transcript Integrated Marketing Communications

Marketing Management
Fall 2002
Promotion
Integrated Marketing Communications
Michael D. Metzger
University of Michigan School of Business
1
Framework for Marketing
Situation Analysis
Customers  Competitors  Company
Collaborators  Climate
Marketing Strategy
Segmentation  Targeting  Positioning
Analyze the Situation
 Assess Customer Needs & Behaviors, Company
Capabilities, Competitor Positions (5C’s)
 ID Key Problems & Opportunities (SWOT)
Formulate Marketing Strategy (STP)
 Set Marketing Objectives
 Select Target Segment(s)
 Select Competitive Position
Marketing Mix
Determine Marketing Mix Program (4P’s)
 Select Product, Promotion, Place, and Price
 Evaluate Alternatives
Market Monitoring
Monitor Performance and Adapt
 Select Internal and Market-Based Metrics
 Analyze, Disseminate, & Respond
Product  Promotion  Place  Price
Market-Based Metrics
2
What Happened?

9,000 orders received by
12/95

4,000 more than expected


35,000 orders received by
3/96


But was it Bond?
All prior to showroom arrival!
Z3 sales (U.S) for 1996-97
15,040 for 1996
 19,760 for 1997


BMW sales (U.S.) for 199697
105,761 for 1996 (47% in S.C.)
 122,467 for 1997 (51% in S.C.)


BMW & 007 are still friends
3
The Rest of the Choir
The Rest of the Choir
The Rest of the Choir
The Rest of the Choir
The Rest of the Choir
Radio DJ Program
“Go: An American
Road Story”
The Rest of the Choir
The Rest of the Choir
License to Spend?
11
Bond’s BMW Toys

The 750i (not to
mention a very fine
motorcycle) appears in
‘Tomorrow Never Dies’

And this time, it
features quite
prominently in the
trailer!
12
Bond’s BMW Toys

The Z8 launches in conjunction with the 19th bond
film, “The World Is Not Enough”
13
BMW Z8/Bond Print Ads
14
BMW Z8/Bond Print Ads
15
BMW Z8/Bond Web Site
16
BMW Z8/Bond Game
17
BMW Is Not the Only Game In Town
18
BMW Is Not the Only Game In Town
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BMW Is Not the Only Game In Town
Fujitsu Flat Screen TV
Brioni Suits
HP Jornada 430SE
Omega
Seamaster
20
Bond’s Next Car

In ‘Bond 20’, James
Returns To His Old
Flame – the Aston
Martin
21