Question

INTEGRATED MARKETING COMMUNICATION CASE STUDY

BMW is a German multinational company which produces luxury cars. BMW vehicles are sold mostly to consumers who look for high standards for quality, luxury, and performance which BMW is known for. In Melbourne, there are several BMW dealerships and most new car sales took place through these dealerships after customers take a test drive and have an opportunity to inspect the vehicle and consider different options available. Due to the COVID-19 restrictions, car dealerships including, BMW showrooms, are closed in Melbourne since 6 August. However, the customers may request a test drive or arrange to purchase a car over the phone or reach out to a salesperson via other online methods. This situation will likely continue until December 2020. How could BMW dealerships in Melbourne use the Integrated Marketing Communication approach and its positive brand image to maintain car sales during this period?

Base your answer on information available online and your observations and support it with the theoretical knowledge acquired in the Unit.

Above critical thinking case study and you need analyse it with relevant Integrated Marketing Communication theory learned to identify solutions to the problems in the scenario.

Answer 1

Answer - BMW is a well known brand of luxury cars . People feel confident when they drive these luxury cars and it also enhances the status of the individual. Due to the pandemic situation, the consumers can not reach the producers for test drive . But the person who wants luxury will definitely buy it . Integrated marketing strategies should be used by the company for enhancing the sales in the market as it is a strategic, collaborative and promotional marketing function where targeted audience receives consistent brand messaging.

Following integrated marketing strategies can be followed by BMW for alleviating the problems of customers and dealers :

1. Communication methods : Firstly , we have to access different marketing communication methods. Attractive Communication methods ensures better results. There are different methods like content marketing, email marketing and social media marketing. We have to select appropriate media for communicating with our customers and building good relations.

2 . Marketing communication plan : We have to formulate a strategic plan about how to convey our deals with customers. We have to decide about the content to be presented before clients. Content is the king in interactive marketing programme . A refined content can give better results.

3. Segmenting the market : We have to segment the market according to the taste and preferences . For example, we can segment the market on the basis of price range. Customers who want high range of cars can be treated differently and who want low range of cars can be treated differently.

4. Consistency : We have to make consistency in providing content to our customers as it can influence buyer to buy the car . Also it ensures the goodwill of our brand.

5. Efficient Marketing Campaign : We must select the efficient marketing campaign which includes attractive graphic designs, multi pronged maketing campaign, short and attractive headlines that targets wider audiences.

6. Expert Hiring : Experts should be hired which includes research team, strategies , public relations team, digital and social media marketing team and design team etc. They can handle their department efficiently and our targets can be achieved.

Conclusion : As we know, social media is the biggest platform for online interactive marketing. We have to build strategies for delivering attractive content and maintaining market share. Various social media platforms like Facebook, Instagram, Twitter etc can be the best mode for communicating deals with customers.