BSBMKG523
Assessment 2
1
Creative Brief-Template
Client
Name of the project
Mass market development of BMW
Name of the client
BMW
Deliverables description
Deliverables and description of project
This project significantly works for company’s
What is entailed by this project?
promotion and marketing. Various promotional
and marketing strategies are used in this
project that works for enhancement of BMW’s
recognition.
Purpose of the project?
The
project
concentrates
on
enhancing
company’s recognition in mass market. It
concentrates to increase BMW’s recognition in
market. The project purpose is to design
various promotional and marketing techniques
for the company that can assist in creating
better chances in view and generate positive
thinking regarding the company’s product.
First Deliverable
BMW’s recognition in mass market.
Second Deliverable
Develop trust on customer of mass market on
BMW cars.
Increase the company’s market share by
Third Deliverable
increasing car sales in mass market
Fourth Deliverable
Generate positive thinking among mass market
consumer towards BMW manufactured cars.
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Overarching goal’s outcome
Objectives
1st goal
To generate awareness regarding product and
company in mass market.
2nd goal
To enhance cars sale of BMW by 10%
3rd goal
To increase BMW market share by 5%
4th goal
To obtain a competitive benefits over the rivals
in 1 year.
5th goal
To create a good image in market and
customer.
Audience description
Target Audience
Target Audience
The market and customer are observed in
target audience that can assist the organization
to grow its business. Average power of
purchasing is held by mass-market and is
targeted
by
promotional
and
marketing
campaigning program arranged by marketing
agency. Marketing agency will use print,
electronic media & social media to increase the
promotional
and
marketing
activities
of
economic class that can assist the organization
to sell their services and cars in mass market.
Central message
Message
The promotional campaign’s key message will
Key Message
concentrate
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on
prospering
customer
of
economic class’s trust on the organization. The
development of mass market is necessary for
the organization so the focus of the message
will be to relate organization with market of
economic class. The car manufactured by
BMW are reliable and safe that can provide
safety to the family member while driving the
car & this investment is one-time concerned to
travelling experience and family’s safety is the
organization’s main message that will be
conveyed in mass market.
Tone and Voice
What is project’s voice?
It is very essential to generate an appropriate
voice for BMW’s promotional and marketing
project. Voice determination is important as it
clarifies the meaning and sense of marketing
and promotional project for BMW. A correct
personality of the company’s project is
important
to
detect
what
can
become
company’s face in mass market. The project’s
voice is constant for organization and the
project. A celebrity face is important to be used
as project’s voice who can convey the message
to the organization’s targeted audience.
What is project’s tone?
The tone is associated with the emotions that
must be maintained and considered by
project’s
voice
while
talking
with
organization’s targeted audience. It is essential
to align tone and message of project accurately.
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The project’s message is concerned to family’s
safety to make sure that BMW provides
maximum safety in their cars as compared to
any other organization. The tone that needs to
be employed in the project’s voice must be
aligned to the message. The project must
encompass serious tone along with the
message that can assist in availing better
motivating element and command in target
audience. The use of serious tone must be
ensured to depict that BMW is working
seriously in manufacturing of car for mass
market.
How are they better?
Competitive analysis
1st competitor
Tesla Motors is the largest rival competitor of
BMW that is creating a serious impact on the
company’s business. Tesla motors hold various
car variant in market that is imposing a strong
competition for BMW in market. Social media
and print media are utilized in the market by
Tesla Motors.
2nd competitor
Audi is another tough rival for BMW in the
market. It accounts for 2nd largest rival for
BMW in international as well as domestic
market. Audi is recognised and utilized in
business and economic class market hence it is
greatly popular among consumers. It also uses
social media and print media in the market that
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creates an impact on business and economic
class.
3rd competitor
The 3rd biggest competition is given by
Mercedes-Benz to BMW in market of cars.
Social media & print media is used by it also to
interact and promote among target audience.
Different types of models have been launched
by Mercedes in both high and middle range.
Multiple car range has been created by it that
has assisted in building strong brand image of
the company in the market.
Unique feature of client
BMW is unique in sales market and car
manufacturing. BMW is influenced mainly by
its CEO Harald Krueger’s vision that is
focused highly on innovation and research. The
organization
in
engaged
in
innovative
modifications in product and organization.
Numerous innovative concepts has been
introduced by the company such as eDrive
technology,
powerful
rechargeable
engines
and
vehicles,
advanced
and
driving
features. Actions and innovative technology
has been used by BMW in the organization.
Safety is given priority to the travellers and
families by the organization. BMW M8 model
highly concentrates and passenger’s safety and
is equipped with xDrive and integrated braking
system feature. It is also powered by S63 twinturbocharged V8 engine.
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Technical and creative requirement
Requirements of images
Accurate images of internal technology and car
are needed. 3D and high definition images
must be promoted in social media and print
media of BMW. It is required to have mages of
high definition for product, technology and
internal parts that can assist in introducing car
in mass market.
Requirements of copy
The requirement of copy needs to be
accomplished in marketing and promotion.
Promotional content is required in the copy.
BMW should provide proper copyright to
market agency.
Technical requirements
Technical
information
embedded
in
the
technical requirements is very necessary which
is to be explained by BMW to market agency.
Accurate technical details should be provided
by the company to marketing agency which is
company’s USP in market.
Deadlines and timelines
1st Due date
22/11/2020
2nd Due date
17/01/2021
3rd Due date
05/04/ 2021
Sending initial project
20/05/ 2021
Sending final project
18/08/2021
Budgeting
Budget of client
$80,000
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Service one estimate
$25,000
Service two estimate
$35,000
Service three estimate
$27,000
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References
Braun, M. (2019). BMW Group Research, New Technologies, Innovations; Munich, Germany
michael. bf. braun@ bmw. de.
Sovacool, B. K., Rogge, J. C., Saleta, C., & Masterson-Cox, E. (2019). Transformative versus
conservative automotive innovation styles: Contrasting the electric vehicle manufacturing
strategies for the BMW i3 and Fiat 500e. Environmental Innovation and Societal Transitions, 33,
45-60.
Shiu, E., Bonacina, A., & Binninger, F. (2017). Innovation management for products and
processes in the automobile industry: example of BMW. Handbook of the Management of
Creativity and Innovation, World Scientific, 191.
Dorrer, C. (2018). Automated driving at BMW–Solutions for today and tomorrow. In 18.
Internationales Stuttgarter Symposium (pp. 859-871). Springer Vieweg, Wiesbaden.
Haider, M. (2020). Electrifying times: restructuring and decision-making in an automobile
concern in the 21st century–The case of BMW Group. Hungarian Geographical Bulletin, 69(2),
119-135.
Jovanović, T. A. N. J. A., Bansemir, B. A. S. T. I. A. N., Kirchner, M. A. R. T. I. N., & Voigt, K.
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association for management of technology conference, Vienna, Austria.
Kukkamalla, P. K., Bikfalvi, A., & Arbussa, A. (2020). The new BMW: business model
innovation transforms an automotive leader. Journal of Business Strategy.
Elsen, S. R., Jegadeesan, K., & Aseer, J. R. (2019). A Comparative Study of Flow
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