1、MINI 2001-Best of the Best:MINI-Most Fun Auto Week Magazine 2001-Car of the Year Car Magazine 2002-Grand Prix Award European Car Magazine 2002-Britains Best Hot Hatch Autocar Magazine 2003-North American Car of the Year Car of the Year Awards 2003-Sporting Car of the Year Auto ExpressMINI Product Li
2、fe Cycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(000)ServicesIntangiblesCore ProductInsuranceWarrantyFunBritish BulldogIndividualityInspirationRally RacingCollege Graduate ProgramHistoryHeritageValue for MoneyEconomicPersonalityFrom Mini to MINIDesign improvemen
3、tLets motorFunkyIconLeasingHigh resale valuePayment plansRetail FinancingOptional extrasFocus on CustomerserviceWebsiteBrand nameDriving experienceSafetystandardsEYE-CATCHING PERFECTLY BALANCEDPOWER PACKEDREFINED “And then theres the fact that its a MINI Cooper S,with everything that stands for in t
4、erms of image,build quality,desirability and street cred”.Autocar,Britains best hot hatch,May 2002 ExclusiveAvailableLowHighPrice positioningBrand positioningExistingExistingNewNewMarketsProduct/Services Puma MINI Rally Racing Movie Italian Job Global expansion Revival of an icon Clothing Toys Accessories US Market Financial ServicesCore Values Advertising Promotion WarrantyPercentage of BMW Sales by Model(2003)18%48%15%5%5%9%0%MINI3 Series5 Series7 SeriesZ4X5Z8
