整合营销渠道宝马案例英
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整合营销渠道——宝马案例(英)(1)
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
宝马MINI整合营销案例分析共72页文档
13、遵守纪律的风气的培养，只有领 导者本 身在这 方面以 身作则 才能收 到成效 。—— 马卡连 柯 14、劳动者的组织性、纪律性、坚毅 精神以 及同全 世界劳 动者的 团结一 致，是 取得最 后胜利 的保证 。—— 列宁 摘自名言网
15、机会是不守纪律的。——雨果
谢谢！
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 NI整合营销案例分析
11、战争满足了，或曾经满足过人的 好斗的 本能， 但它同 时还满 足了人 对掠夺 ，破坏 以及残 酷的纪 律和专 制力的 欲望。 ——查·埃利奥 特 12、不应把纪律仅仅看成教育的手段 。纪律 是教育 过程的 结果， 首先是 学生集 体表现 在一切 生活领 域—— 生产、 日常生 活、学 校、文 化等领 域中努 力的结 果。— —马卡 连柯(名 言网)
整合营销渠道宝马案例英文档
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
records Keep communication costs down while
increasing effectiveness Develop a consistent process of
program measurement
BMW Relationship Marketing Objectives
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Which vehicle owners are best targets for credit cards?
Two kinds of database marketing people
Constructors
People who build databases Merge/Purge, Hardware, Software
2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price BMW customers want:
A realization of the brand promise
Performance, safety, technology, innovation
records Keep communication costs down while
increasing effectiveness Develop a consistent process of
program measurement
BMW Relationship Marketing Objectives
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Which vehicle owners are best targets for credit cards?
宝马 营销策划 经典营销策划方案案例
差异化战略
—— “体验决定一切”
Sheer Driving Pleasure
差异化战略
—— “体验决定一切”
Sheer Driving Pleasure
宝马的品牌精神，源自于宝马的巴伐利亚血统，这种血统 一直是宝马文化和品牌认知不可缺失的部分。
• 关键之一他们有着独立的、不一样的思考方式。宝马标志 本身描绘的就是以蓝天白云为背景的旋转的螺旋桨，宝马 标志的颜色也与巴伐利亚旗帜的颜色相吻合。这种与众不 同使得宝马标志成为汽车业为数不多的动感标志，更具视 觉冲击力。
2011年销量/辆 313，036 232，586 198，520 56，000 47，150 36，087 30，008 24，340 19，075 5，976 1，839 1，000 780 777 342 190
销量增幅/% 37 37 35 9 55 54
72.8 64.6
60 123 95 67 95 62.6 70 72.7
影响不是很明显 短期内影响小公司也注重这方面 的研发 在高端市场影响有限
BMW内部分析
• 公司定位 • 核心价值 • 品牌精神 • 差异化
Sheer Driving Pleasure
公司定位
Sheer Driving Pleasure
• 聚焦于高档细分市场
BMW、MINI及Rolls-Royce 三个品牌全部聚焦于国际 汽车市场中的最高档细分市场。BMW 集团拥有着公司有 史以来最广泛的产品系列，涉及国际汽车市场中所有高档 细分市场领域。
（公共交通系统、 自行车、环保汽车）
Sheer Driving Pleasure
购买者 讨价还价能力 （相对不强）
行业发展驱动因素
整合营销渠道——宝马案例
Campaign, response, and financial service data 190 appended individual and household data points
Page - 7
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
Page - 7
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
整合营销渠道 BMW 案例 英文
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
Page - 14
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
Page - 14
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
整合营销渠道——宝马案例(英).
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 3
How BMW Buyers Make Purchase Decisions
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
The new marketing database contains a broad range of information on the BMW consumer
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 3
How BMW Buyers Make Purchase Decisions
This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
The new marketing database contains a broad range of information on the BMW consumer
整合营销渠道宝马案例英共52页PPT资料
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
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Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Page - 6
BMW Situation II
BMW now has a central system of measurement
Ability to prioritize prospects and customers based on their likelihood to buy
Idt” – programs that can be quickly implemented to generate revenue in the short term
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Situation Analysis
In 2000, BMW built a robust customer and prospect database designed to:
Provide a comprehensive view of the automotive and financial services BMW customer
customers
Page - 12
Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
Page - 11
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW
automobile and financial services customer
Page - 9
How BMW measures return on investment
Consistent measurement and enhancement of BMW marketing programs
increasing effectiveness Develop a consistent process of program
measurement
Page - 15
BMW Relationship Marketing Objectives
Use the marketing database to realize a communications dialogue with both our prospects and our customers
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Page - 14
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
customers Maintain existing BMW household records Keep communication costs down while
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
Refinement of customer communications
Testing results against Control Groups
Page - 10
Controls and Measurement
Control groups measure the effectiveness of each program
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 8
BMW Database Marketing Goals
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
M\S Database Marketing
The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM – 11:15 AM
Page - 1
How brand marketing has evolved
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Personal Profit from Purchase = a (usefulness of product)
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Page - 4
Two kinds of database marketing people Constructors
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Page - 6
BMW Situation II
BMW now has a central system of measurement
Ability to prioritize prospects and customers based on their likelihood to buy
Idt” – programs that can be quickly implemented to generate revenue in the short term
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Situation Analysis
In 2000, BMW built a robust customer and prospect database designed to:
Provide a comprehensive view of the automotive and financial services BMW customer
customers
Page - 12
Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
Page - 11
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW
automobile and financial services customer
Page - 9
How BMW measures return on investment
Consistent measurement and enhancement of BMW marketing programs
increasing effectiveness Develop a consistent process of program
measurement
Page - 15
BMW Relationship Marketing Objectives
Use the marketing database to realize a communications dialogue with both our prospects and our customers
Integrating All Direct Marketing Channels to Build Customer Loyalty A BMW Case Study
Kay Madati, Relationship Marketing Manager BMW Arthur Middleton Hughes, VP for Strategic Planning
Which vehicle owners are best targets for credit cards?
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Page - 14
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
customers Maintain existing BMW household records Keep communication costs down while
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
Refinement of customer communications
Testing results against Control Groups
Page - 10
Controls and Measurement
Control groups measure the effectiveness of each program
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 8
BMW Database Marketing Goals
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
M\S Database Marketing
The DMA 84th Annual McCormick Place, Chicago Tuesday, October 30th 2001 10:00 AM – 11:15 AM
Page - 1
How brand marketing has evolved
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Personal Profit from Purchase = a (usefulness of product)
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Page - 4
Two kinds of database marketing people Constructors
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience