Julia Trimbos

Julia Ferng
Merve Doganer
Victoria Umnova
Shaima Saleh AlKindi
Baturay Pinarli

Type of
Segmentation
Segmentatio
Criteria
n

BMW

Region

BMW cars are distributed in more than 140 countries.

(Domestic / International)

Density

Urban / Rural

Geographic

Age

25 50

Gender

Males & Females

Profession

BMW targets successful people with good jobs.

(Professionals & Executives)

Income

High

Consumption
behavior

Luxury
Safety
Maximum speed
High horse power
Long lasting cars
high quality cars
Brand
Image
Strength of the engine
Technologically
Exclusivity
Modern design

Demographic

Behavioral

Social Class

Middle to Upper Class

Lifestyle

Aspirer

Psychographic

Strategic Promotion

It is for people who value

quality and
performance. taste of
aspiration products &
values his own social
status. The benefits
required by these people
are superiority,
performance, reliability
& quality. There is a
wide variety of
personalities that are
interested in BMW from
family to luxury.

BMW uses a combination of different methods, for example advertisings

campaigns, sports, events, strategic product placement on tv, showrooms. In
general, is more pull than push strategy. It is about getting the customer to you.
Motivating customers to seek out your brand. They will have to actively seek
out your product instead of you bringing the product to them.

Targeting
BMW targets people that have a successful imagine, clean modern look and looking for a
luxury car. The primary target is between 25-50 years old and earns around 30.000 euros. With the
older models, such as the 20 series, BMW targets people between 30-50 years old. The modern
models, such as the X series, targets young people between 25-40 years old. They target people that
value quality and performance, a taste of aspiration products & values his own social status. It is
targeting people that have a successful position or want to portray that status.

Positioning
BMW is a brand that has established itself as a producer of luxury automobiles. It wants to
position itself as a car that is the ultimate driving machine, offers high performance and offers all of
these at a premium price. The benefits required by these people are superiority, luxury, safety,
performance, reliability & quality. It offers the ultimate driving experience. It wants to connect luxury,
status and pleasure with the word BMW. When people think about BMW they need to associate it with
that. BMW focusses on being labeled as a foreign and luxury car. Worldwide distribution and available
across all continents. More than 70% of the sales of the cars are in Northern America and Europe.

Promise of value
The values of the promise are quantitative but more qualitative. BMW is more about the
experience, design, customization, usability and brand. However, also premium prices, quality and
customer service play a role in the promise of value. They offer emotional value as well as rational
values. It provides a great experience and people would want it only based on the feeling it gives them.
However, BMW also offers a high-quality car which matches the premium price at which it is offered.
BMW can be used by people just because of the emotional value, it provides status and a feeling, but
is also used by people just because of the rational values, namely the quality it provides. The value
proposition is ultimate driving machine, superior engineered, high performance, sporty, customized
automobiles at a premium price.