BMW Z3 From the Consumer's Thesis

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The James Bond tie-in ensured that this message was received strongly by the target audience. The Nieman Marcus promotion and Central Park promotion strongly reinforced this message. Everything was tied to the Bond promotion and all supported the aspirational message, including the product itself.

In terms of distribution, the company knew that it was going to need to rejuvenate dealer interest in BMW, given that they had just made a $600 million investment in the Spartanburg plant. Thus, the company's message to the dealers during the launch promotions was also very well played. They demonstrated the confidence of a James Bond in selling the car to the dealers, and ultimately this allowed them to have a successful launch.

3) the Phase II launch needs to follow through on the momentum created by Phase I. There is significant pent-up demand.

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The company will want to sustain that demand for several months, but not so long that potential customers switch to the new roadsters being launched by competitors. It will be difficult to match the pizzazz of Phase I, so Phase II should essentially continue with the same message, driven home with the same confidence but perhaps a bit more subtlety, so as to not wear out the car's welcome before it has even reached the dealerships.

In order to maintain the mystique of the car, future launches should play on the aspirational theme. The company should not move marketing into the mainstream. This would lower the image of the car as an aspirational product, potentially reducing demand. Future launches could even include higher-end versions, without the James Bond attachment but offering a similar value proposition in….....

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