BMWi Communication Concept

BMW i C R E AT E D B Y - J U L I A N B R A N DT, N I KO L A J M A D S E N & C H R I ST I A N W A L K N°3 - Edition June 2015

UNDERSTAND

BRAND

INTERACTIVE

THE NEW

YO U A N D i

PL AN N ING

ME DI A

DE S I GN

The next bing thing in making BMW i stand out of the crowd of automotive randomness.

Being of course doesn’t matter as long as you know where to go. Are we there yet?

In a world where everything is connected you need a strong strategy to get in touch.

“Less but better..” true words from Dieter Rams.

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CO N T E N TS B M W i - E CO S Y S T E M N°3 - June 2015

BMW’s 4 P’s

04

Market overview

06

Competitor analysis

14

Positioning

18

SWOT

21

Strategy

22

Communication goals

24

Target group

26

Copy strategy

30

Communication mix

32

YouAnd-i

34

Brand planning

36

Interactive media

50

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FOREWORD BMW i - N째3 Where we are heading

In this project we address BMW i and its chances to succesfully create its own universe. The task has not always been easy, a lot of sweat, coffee and brain power has been put into the creation of our suggestion for a BMW i ecosystem. We see it as an innovative way for doing communication regarding the automotive industry. It is a step in a new direction and we believe it leads to the right destination.

We wish you a lot of joy reading our work.

J u l i a n & N i ko l a j - Students at the dab

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BMW i MARKETING MIX BMW is a big german car manufacturer. The company is positioned to fit into the premium segment in the german car market. BMW’s most important values are driving pleasure, innovation and outstanding design.

The BMW Group consists of the main brand BMW and two sub brands: BMW M, focusing on more exclusive motorsport versions of the already existing models by BMW, and BMW i focusing on innovative and sustainable transportation solutions, containing the models i3 and i8.

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4 P’s Product: BMW i is a sub brand of the Ba-

cable when stationary or by using the

Place: According to the BMW website the

varian car manufacturer BMW. The main

sport mode which helps charging the

BMW i models are produced in BMW’s

focus on the new sub brand is innovation,

batteries. The i8 is equipped with an all

production plant in Leipzig. Other than

sustainability and inspiring design. BMW i

wheel drive system to offer best traction

that BMW has 23 production and as-

currently offers two different models: The

in every driving situation. The car features

sembly plants in 13 countries around the

i3, a fully electric urban car with a range of

a very outstanding design, being very low

globe. BMW has authorized dealers which

160 kilometers per charge, which can be

to the ground and aerodynamic, having

are already present in more than 100

extended to up to 300 kilometers with the

scissor doors and a spaceship-like interior

countries with more than 4.400 stores as

optional range extender, a petrol pow-

makes the i8 stand out in just about every

well as their own flagship establishments.

ered generator to charge the batteries. It

situation. The passenger compartment

Key Distribution features in the market-

offers a 170 PS engine which accelerates

is entirely made of carbon fibre to make

ing mix of BMW: Lean distribution mode,

the car from 0-100 within 7.2 seconds

the i8 as lightweight, efficient and agile as

Dealers and showrooms get good mar-

with a top speed of 150 km/h. The i3 is

possible.

gins, good provision for spare parts

[2]

uniquely designed to stand out in everyday traffic and to be easily differentiated

Price: BMW’s pricing strategy is value

Promotion: BMW i promotes its products

between a regular petrol car. The car is

based. The customer expects to pay more

on various channels. In addition to the

mostly made from renewable resources

for BMW cars based on quality, brand

digital communication on almost every

as well as aluminium and fiberglass to

name and reputation. The prices of the

network, BMW i also appears in tradi-

improve the power to weight ratio.

BMW i products fit the premium position-

tional TV spots and in movies as product

ing of the brand with prices reaching from

placement as well as sponsorships for

In addition to the i3 BMW also offers the

35.000€ to 60.000€ for the i3 and from

innovative events for example the for-

i8, a futuristic sports car with a hybrid

130.000€ to 150.000€ for the i8 depending

mula e. Key promotional features in the

powertrain. The i8 is powered by the com-

on extras. BMW offers various loan deals

marketing mix of BMW: Strong brand pull

bination of a 231 PS TwinPower Turbo

and financing options to help those who

due to excellent marketing over the years,

1.5 liter 3-cylinder petrol engine to pow-

wish to spread the cost. The prices can

company relies on pull strategy more

er the rear wheels and a 131 PS electric

also be influenced by the dealership.

than push strategy, top of the mind posi-

motor on the front axle. The range when

Key pricing features in the marketing mix

tioning in automobile brands

driving fully electric is 37 kilometers, after

of BMW: Premium pricing, Pricing helps

that the car changes to petrol mode. The

create the “Want” feeling, High cost of

internal battery can be charged using a

marketing to maintain brand image.

[1]

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MARKET OVERVIEW The BMW i brand belongs to the overall international premium car market segment and participates therefore in the separate niche market of electric / hybrid vehicles. The aim of the BMW i brand is to meet the current and future demand for sustainable mobility.

The global overall car market

passenger vehicle sales, followed by Japan

Globally due to statistics of “Statista 2015�

with 4,7 million sales and Germany with 3,04

car sales of passenger cars in 2014 amount-

million sales. In 2013, 865 million passenger

ed to 71,15 million units and it is estimated

cars were in use worldwide, and over 65 mil-

that sales will reach 73,87 million units by

lion units were produced in the same year.

the end of 2015. Worldwide, passenger car

[3]

sales are expected to continue to increase to

million. Based on the output in 2013, China

about 100 million units in 2017. From the

Japan, Germany, South Korea and the Unit-

chart below it is perceivable that the interna-

ed States are ranked as the five largest car

tional car sales rose steadily since the 1990’s.

producing countries.

On an international level China has the first

The six leading worldwide passenger car

place, as the market with the highest num-

manufacturers in 2013, based on the pro-

ber in passenger car sales, which amount-

duction volume were Volkswagen, Toyota,

ed to 19,7 million units in 2014. The second

Hyundai, General Motors, Honda and Nissan.

[3]

In 2014, production rose slightly to 67,53

place is taken by the US with 7,69 million

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The global electric vehicle market Facts and figures. Stock and projected sales of electronic vehicles In the graph below we see the global stock of electric vehicles and its

As you can see in the graph below revenue in the electric vehicle mar-

development from 2012 until 2014. The number of electronic vehicles

ket amounted to 187 billion euro in 2010 and is predicted to rise to 459

rose at 49,38% between 2013 and 2014 and amounted to 405.000 cars

billion euro until 2030.

in the year of 2014.

The Electric vehicle market and industry When penetrating the current status of countries regarding electronic mobility it needs to distinguish between how far a country developed in terms of the electronic vehicle market or in terms of the electronic vehicle industry. As you can see besides in the ranking of leading countries in the electronic vehicle market Norway and the Netherlands are on top. They provide potential electronic vehicle customers buying incentives and have a good infrastructure e.g. electronic charging stations for electronic vehicle drivers. In Norway for example buyers of electronic vehicles receive 15.000 euro in direct and indirect subsidies. The Market share of electronic

bly develop to be the leading force regarding

cars therefore amounts to 11%.

the quantity of production according to the

Regarding the electronic vehicle industry

prognosis of McKinsey. It is likely that in 2019

Japan is leading with the production of im-

Germany will produce 670.000 electronic ve-

portant components e.g. engines, batteries

hicles, which is equivalent to a 34% market

etc. Germany on the other hand will proba-

share in global production.

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Domestic electric vehicle market Facts & figures Amount of electric vehicles in Germany between 2006 and 2015 As you can see to the right the units of electronic vehicles on the German market increased steadily beginning from 2011 until 2015.

Registration of new electronic vehicles in Germany In the chart to the right it is perceivable that Volkswagen was with 1.965 new electronic vehicles registrations the market leader, followed by Daimler, Renault and BMW on the last place.

In an other statistic by Statista 2015 which focused on new registrations of specific electronic vehicle models. BMW i3 reached the first place with a total registration of 1.376 cars between January and June 2014. The second position reached by Smart Fortwo with 645 registrations, followed by Volkswagen Golf with 558 and Volkswagen Up with 512 registrations.

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MARKET TRENDS Below we see the major trends in society. Only by understanding the greater picture, which is the macro perspective, it is possible to understand the micro perspective, the trends within a specific market segment such as the electronic / hybrid vehicle market.

Individual Empowerment

Expanding global economy demographic change

Growth of global middle class within next 10 – 20 years.

Growing global population.

Poverty reduction.

60% of the world population will live in urbanized areas.

Greater educational attainment.

Migration into cities will increase.

Widespread use of new communication.

Higher demand for sophisticated mobility services which meet

Manufacturing technologies.

future needs of society.

The natural resource challenge

Impact of new technologies

Due to growing population and the consumption pattern of

Information technology is entering the the big data era.

an expanding middle class the demand for natural resources

Expansion of networks and the cloud as data storage will be-

(food, water & energy) will increase approximately between

come almost free.

35% to 50%.

Information technology-based solutions to maximize citizen’s

Need to be proactive due to this outlook.

economic productivity and quality of life while minimizing re-

Expansion of renewable energy sector.

source consumption and environmental degradation will be

Tendency to get independent from petro-fuels imports.

critical to ensuring the viability of megacities.

Much more rapid climate change.

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RELEVANT SOCIAL DEVELOPMENT

Taking the “Global Trends 2030 – the macro perspective” into consid-

conscious. The potential customer base for electronic vehicles will

eration the natural resource challenge due to a growing population as

increase. Globally there exists a growing population and the constant

well as declining natural resources adds the need to save as many of

migration into cities will continue. It is projected that until 2030 60% of

them and use them as consciously as possible. Another problem our

the worlds population will live in urbanized areas. This benefits BMW

society is facing are CO2 emissions, which lead to climate change and

i, which is the ultimate sustainable urban car. Due to this shift in de-

natural disasters. Sustainable mobility provides the chance to save

mographics society’s need for sustainable and innovative mobility ser-

natural resources and to reduce CO2 emissions and follows the trend

vices in urban areas will continue to grow.

count on renewable sources of energy instead of petro-fuels, which

In terms of technology big data will become cheaper in storage and

pollute environment. In the next 10-20 years it is projected that more

increasingly beneficial in helping society to deal more sustainable

people will come out of poverty and that the middle-class will rise.

with its available resources, to boost the individuals productivity and

Education will increasingly become important for the general pub-

to maximize citizens quality of life. In the future we will use big data

lic. As there will exist an increasing and highly educated middle class

on a daily basis in all areas in life, for example using apps to plan your

the mentality of the general public will become more environmental

expenses for your vehicle on weekly or monthly basis.

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FOR THE AUTOMOTIVE MARKET RELEVANT TRENDS the micro perspective

Consumer demand is shifting Consumers begin to shift their attitude to possess their own vehicle to use it as a way to get them from A to B. This offers the chance for a higher future demand in other transportation services e.g. car sharing, car rentals and other services. Another trend becoming increasingly important is consumer demand for more sophisticated infotainment systems at a low price and that high-end features become standard in the car’s equipment.

Tighter regulatory requirements More strict environmental and safety regulations for carmakers on an international level.

Increasing importance of big data As customers are spending increasingly more time online, measuring data about consumers behaviour and preferences is a trend, which also becomes important for the automobile industry. In this regard it also becomes paramount to offer customers more and more services online. By making vehicle purchasing, financing, servicing, as well as car rentals for consumers available on multiple digital channels, customer data can be collected and used in order to heighten consumer loyalty.

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PORTER’S FIVE FORCES 1. Threat of new entry: The cost of entry for new and not al-

the moment there exists more demand than available mod-

ready established competitors in the electronic vehicle mar-

els on the market. Another advantage are subsidies granted

ket (EV market) is relatively high due to major investments

for electronic vehicle developing and producing companies,

necessary for production facilities and high costs of labour.

which though just contribute to a small part of the overall high

Established companies also have the advantage of already

investments necessary to compete in this market. In general

established brand reputation and due to existing patents and

government regulations regarding safety and environment are

copyrights. New competitor, who would like to compete in the

increasing costs for OEM’s in the traditional automotive mar-

EV market would therefore need to spend massive amounts

ket. In consequence it makes sense in the long-run to focus on

of money on research and development in order to be able to

sustainable mobility regarding tighter regulatory demands by

follow suit. A benefit for new entries would be that until now

governments.

not much product differentiation exists in the EV market. At

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2. Competitive Rivalry: Competition in the general automo-

Although bargaining power of private consumers in the car

bile- as well as the EV-industry is fierce and considering the

purchasing process might not exist, they become increasingly

huge impact of new technologies every player in this field will

well-informed about offerings and have a wide array of choices

have to bundle their resources of R&D and create more strate-

in the sustainable mobility market, nowadays in the digital age.

gic alliances with suppliers and experts outside the automotive industry. Electronics systems account for more than 90% of in-

There is the trend that consumers begin to use cars more as

novations and new features in the car industry.

transportation machines in order to get from A to B. It seems

‘The timeframe for new vehicle launches is 3-4 years, the cyle

therefore that the mentality of the ownership of a car is shifting

for new vehicle software is measured in months’

and that consumers become more open for alternatives (e.g.

[4]

Considering what is mentioned above, high sophisticated in-

car rental services, car sharing etc.) to the model of car owner-

fotainment and telematics systems providing assistance to the

ship. “Only a minority of auto buyers are willing to pay for more

consumer for everything beginning from car financing, car pur-

environmentally friendly choices such as electronic vehicles,

chasing, car navigation to car maintenance and car repairs will

so the most pressure falls largely on OEMs.”[5] Customers loyal-

be vital in order to differentiate and offer good user experience.

ty is not a given dimension and therefore OEM’s have to make strong effort to earn and retain it.

Due to the fact of future projected natural resource scarcities and climate change due to CO2 emissions several member

5. Threat of substitution: In urban areas, which is the target

states of the Electric Vehicle Initiative (EVI) have set EV sales in

market of BMW i, possible substitutes are rental offerings for

order to make a long-term commitment to vehicle electrifica-

cars, car sharing offerings, taxis, the public transportation (e.g.

tion. The projected sales should amount up to 5,9 million units

metro, tram, train, airplane etc.), bicycles and walking by foot

for 9 out of 15 EVI member states by 2020. This target setting is

over short distances. As the range of electric vehicles is still lim-

by no means a guarantee of successful future EV sales figures,

ited and not everywhere, especially in non-urban areas, exists

but it shows government’s commitment to pave the way in the

electronic charging stations, the likelihood to use a petrol pow-

right direction. Although in the EV market less models exist the

ered car in order to reach such an remote area is given.

competition in this sectors is tight in order to meet the future consumer needs and to take the lead in this promising market.

3. Bargaining power of suppliers: Consolidation of suppliers results in just a small number of large global players. OEM’s (original equipment manufacturer) are becoming more focused on car-related services and are beginning to leave more important sections of the manufacturing and assembly process to their suppliers. Therefore bargaining power of suppliers is large.

4. Bargaining power of the buyer: General speaking you can say that the normal car buyer has no bargaining power. Only big B2B customers e.g. car rental companies, car sharing companies, taxi companies etc. with demand for many cars might can get a discount based on good negotiation.

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COMPETITOR i3

The direct competitor group contains very similar products to the i3 that attract the same target group by offering the same type of product to the customer at a similar price. The biggest competitor to the i3 in this group is the Mercedes B-class electric drive, since it is the only all electric car in the premium category, in a similar price range.

The same product category offers similar products to the BMW i3, that are technically different, but solve the need of a sustainable vehicle. In this group there are electric and hybrid cars that are still comparable in terms of size and price. They don not necessarily target the same customer groups but still compete. In this group competitors are: Audi A3 e-tron, VW Golf GTE, Nissan Leaf, Renault ZOE, Toyota Prius and the Opel Ampera.

The third competitor group is chosen on behalf of satisfying the need of transportation. The vehicles in this category don not necessarily have to be sustainable. This group is still similar in terms of pricing and size (any type of car to use in the city). Competitors in this group are: VW Golf, BMW 1 and 3 Series, Mini Cooper, Audi A3 and A1, Mercedes A-Class, Smart as well as DriveNow and other car sharing services, public transport such as Deutsche Bahn and taxis.

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COMPETITOR i8

In this case the direct competition is defined by premium or sports cars that are sustainable and therefore either hybrid or full electric. The biggest direct competitors are therefore the Tesla Model S and the Porsche Panamera S E-Hybrid. The main difference is that both competitors are not as sporty and futuristic as the i8. However the competitors still belong into a upper class premium segment. Even though they are four-door cars the Porsche Panamera is a very high quality sports sedan and Tesla is the electric-car-manufacturer with the highest brand awareness according to a consumer reports article published in 2013. [6]

This Category is defined by other sports cars that compete with the BMW i8 but are not necessarily hybrid or electric however they still appeal to a similar target group. Cars in this segment are: Porsche 911, Mercedes AMG GT and Audi R8. These are all german sports cars in a similar price range that appeal to a similar group of people.

The basic customer need can be divided into transportation as well as personal image reasons and enjoyment. Therefore the competition can be quite diverse. It can on the one side be any type of exclusive personal transportation. Examples for possible competition are: Mercedes S-Class hybrid - this car represents the exclusive form of transportation as well as the image reasons in terms of being a hybrid, which shows that the owner is concerned about the environment as well as innovative by following this kind of technology. Another example for exclusive travelling might be a first class ticket on an intercity train ride. In terms of enjoyment another competitor could be a motorcycle, since they deliver a high amount of motorsport feel as well. The competition in this category most definitely depend on the individual customer and what exactly his personal need is.

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POSITIONING! In 2011 Trend Tracker made a study to identify whether

In a positioning map based on this data we see the relative

potential car buyers are likely to base their brand purchase

positions of different brands according to their rational and

decision on rational, emotional or low-involvement criteria.

emotional purchase decision-making. By separating the

The study from Trend Tracker identify not only which con-

map into different groups we get a much clearer picture of

sumers are more likely to base their decision on rational,

which brands are emotional and which are rational.

emotional or low-involvement criteria, but also to which brands these criteria are likely to apply. All car brand pur-

In Figure 3 the brands are colour-coded according to the

chases contain an element of either rational or emotional

sector in which they compete - Trend Tracker (2011) cate-

purchase decision-making to a greater or lesser degree. It

gorize them as following - premium, volume, Japanese and

is almost only top luxury car brands such at Bentley, Aston

other Asian. We then added the layer of electric cars to show

Martin and Ferrari where the price is less important and

the market as a whole.

the decision making is based almost entirely on emotional criterias. For the majority of brands that are sold in bigger

In the map we see that the brands with the highest emotion-

volume, there are elements of both emotional and rational

al decision-making level are the premium brands and only a

purchase decision-making.

few Japanese. The rational decision-making area is mainly occupied by volume and other Asian brands. It is interest-

In figure 1, the figure can be found in the annexes, Trend

ing to notice how the electric / hybrid segment divides itself

Tracker identify which brands car buyers are most likely to

into two groups different from their “mother” concern and

apply rational or emotional decision-making criteria to. The

the other as a closer “family member” to the original brand.

data shows which brands can be identified as rather ratio-

We see this group deviation coming from the different ap-

nal or emotional.

proaches in producing electric cars. Some brands create a sub segment which only produces electric cars, others uses

The charts in figure 2 shows that economy and affordability are key criterias for the volume based car brands that experience a higher rational decision-making. Where it is the style, design and quality that are of higher priority by the premium brands.

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the original base of their cars and add an electric motor.

Where the position map in the annex is based on either rational or

Both Mini and Tesla are placed in the same “group� as BMW

emotional decision-making the Limbic Map focuses on a set of dif-

each with a strong sense of lifestyle connected to their

ferent motives, both conscious and subconscious. The Limbic Map

brands. Mercedes and Audi stands for status, security, suc-

produces a much more precise image over the market connected

cess and technical advancement.

to specific motives. The different brands are placed based on the personality of their core customer group. The customers of BMW i

There is a clear gap between BMW i, Tesla, Mini and Audi,

are highly individual, willing to be front runners and accept the risks

Mercedes and VW. Audi, Mercedes and VW’s values seems

that comes with that. BMW i also reached a area in the balance part

more traditional where BMIW i, Tesla and Mini are more ad-

of the model, where people are more caring for their surroundings.

venturous and caring.

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SWOT

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TOWS

I

n Norway, the most accepting

We wish to create a universe based on

country on the earth regarding

the ancient human idea of breeding. As

electric vehicles, 90% of the electric

a species we are by nature programed

vehicles are sold as a secondary car.

to one thing and that is to raise the next

Norway is a good example for the fact

generation. As a society we build much

that people do care and are willing to

more around that, but our nature still

buy electric vehicles as long as is does

stands - you can ask any parent and

not limit them in any way. Therefore the

they will answer, that they will do al-

combination of both a combustion en-

most anything for the safety and well

gine car for long haul trips and a electric

being of their children. We aim to trans-

car for daily city driving seem attractive

fer this fundamental idea into BMW i.

for a lot of people in the target group.

The ‘i’ has to stand for who you want to be, and for what comes after you. If you

We do not want to pursue further with

drive around in an ‘i car’ - you are a pio-

the sale of BMW i as “The 2nd car”. It

neer and a shaper of a better tomorrow.

is only a question of time before the

It has to be an easy brick in a solution

challenges with range is irrelevant and

to the challenges we are facing. Not a

electric cars are able to go just as far as

space travel “future” program - but a

today’s combustion engine cars.

choice you can take today, and join the group of people who care and see premium as much more than good quality.

But as the decisions we can make to shape what come after us, and direc the planet on the right path.

We choose to work with the BMW i as an “evolution” of a better tomorrow. We believe it fits better to the target groups and their values of “doing stuff to create who they want to be”. To see the BMW i as an evolution also justifies BMW’s decision of continuing to produce combustion engine cars, BMW i is where we are heading but much like raising a child, it takes time and a lot of hard work.

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Communication Goals We wish to tell the i story in a universe that enables its members to create who they want to be.

•

Make BMW i appeal more attractive

•

Build awareness of the new BMW i ecosystem

•

Convince people that BMW i is a step in the right direction.

•

Encourage people to stand out as ambassadors for a better tomorrow.

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BMW i is in an many ways a battle with the past. We would like our

the payoff will be big if the acceptance succeeds. We do not want to

communication to keep on track with a very important statement for

tell people that the BMW i is not perfect, but we wish to make clear

the post modern mindset: the desire of actively shaping who they want

that this is only the beginning, it is the next big thing and from now

to be. We want to address this by showing a clear statement to what

on it will only get better and better. The ecosystem needs awareness

BMW i is and what beliefs and values it is made of. The BMW i must be

to be successful and therefore the knowledge about the existence of

an evolution of the automobile as we know it, it is a statement of today

the system is a key factor to its success. Only a successful and known

on where we are heading and an answer on some of tomorrow’s many

system will encourage current and potential customer to interact via

challenges. Our first goal is based on a quantity survey we sent out via

the system and make current BMW i drivers “hardcore” ambassadors

different social media and mailing list. The result speaks clear that the

of the I lifestyle.

controversial design especially of the BMW i3 divide people into two

To measure the success of our goals there are multiple different op-

groups. One which find the design slightly attractive and another who

tions: Firstly the improvement in brand appeal will positively affect the

do not seem to like it. We wish to address this issue in our communi-

sales. The amount of users involved in the ecosystem can be measured

cation and “rebrand” the design as the new generation of automotive

in multiple ways: 1. The amount of people visiting the website and so-

vehicles and make people see the beauty in it and hopefully be more

cial media. 2. The amount of people buying and sharing content from

accepting for the design. It is always harder to be the frontrunner but

the website.

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Meet Philipp He is an i3 driver

6:00: Philipp gets up before the rest of the family to have time to either go for a run or enjoy a moment of silence before the day fully starts. He uses his smartphone to track his training.

6:30: Spotify is playing in the bathroom, while the whole family is waking up and getting ready for a new day.

7:30 After a healthy energizing breakfast he brings the kids to school listening to morning radio.

8:30 The office day starts by checking his calendar, scheduled meetings, reading emails and sending internal messages using his office computer.

Parallel he uses his smartphone to keep track of social media and to stay connected.

13:00 During his lunch break he checks

15:00 In the afternoon he chats with

18:30 Everyone is home and tonight’s

social media, briefly skimming the

his wife - planning the rest of the day,

dinner is made with a recipe found on

news app on his phone. He socializes

including dinner and who is picking up

the tablet. Family time with his children

with his colleagues talking about both

the kids.

for homework, cooking is all made to-

work related and personal topics.

gether. During dinner smartphones and tablets are put to the side for a short amount of time.

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20:00 Netflix is playing on the TV in

23:00 The day is ended with his tablet

the living room, meanwhile using his

in the bed. Flipping through news and

phone he reads through his twitter.

interesting topics with apps such as Flipboard or other personalized content apps. Pre picked blogs are also being read and shared with his wife as a pillow talk.

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Meet Oliver He is an i8 driver

Oliver wakes up and checks his iPhone right away. He spends 30 minutes getting updated on all his subscribed news apps and also checks all his social media channels using his iPad.

He leaves for work in his i8. On the way to work he listens to spotify in his car, he drives around the city and comes across multiple Billboards and outdoor advertisements some of which he notices.

Once he arrived at work he starts by checking all his emails on his computer and going through his calendar to see the meetings for the day. After he checks his to do’s he does some phone calls and takes part in some meeting where he uses evernote on his iPad to take notes.

After he finished the first half of his work

When doing grocery shopping he uses

When he is back home he sits on the

day he takes a longer break to eat lunch

Wunderlist to synchronize the grocery

couch with his iPad and keeps track

at a restaurant. During this time he uses

list with his wife.

of his work and to check if there is still

his Apple watch to send a scribble to his

anything that has do be done urgently

wife and snapchat his daughter.

before the next day.

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After lunch he likes to use his tablet to

Later the day when he is in bed he likes

read an interesting article, play a chal-

to pass some time by watching a show

lenging game or skype a friend.

on netflix or a TED talk using his laptop.

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COPY STRATEGY

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Communication Mix To get the maximum reach out of our budget we decided to use traditional and innovative channels of communication.

Paid: We will try to expand the range of all online channels by intensively using Google AdWords, Facebook ads and Youtube commercials playing ahead of Videos relevant to the target group.

However we decided to not engage in banner adverts due to their high cost and low response. We want as many people as possible to engage in our ecosystem and we believe that online advertising will be very successful. That is why we decided to use up to 65% of our media budget online.

In addition to that we want to use outdoor advertising in order to reach even more people. We decided to use the outdoor adverts to promote the YouAnd-i ecosystem as well as the BMW i brand.

These outdoor adverts will be placed near hotspots in and around big cities since this is where the target group is mostly located. The outdoor advertisement will use up to 35% of our media budget.

Owned: We came to the conclusion that the desired target group for BMW i is very innovative and uses all sorts of new media, especially online. That is why we made the YouAnd-i microsite, a website that shows people brands and shops that are sustainable, in addition to that YouAnd-i donates a part of the revenue to NGO’s and charitable organisations in Earned: We want to be outstanding and different to a point where people want to talk about us.

This will be achieved by giving people the opportunity to share their selfies on our YouAnd-i webpage. By focussing on sustainability and the YouAnd-i concept we also try to make the traditional media as well as bloggers aware. Because BMW i will be very outstanding and unusual the media will start reporting about BMW i which will lead to a boost in awareness. Other sustainable brands as well as NGO’s that are part of the YouAnd-i family can write about the the ecosystem in their own magazines and brochures to announce, that they are now part of the new YouAnd-i experience.

32

Outdoor billboard example

33

Yo u A n d - i “Our way to shape the future.”

The ecosystem is created in tune with the idea that BMW i is much more than just a car. It is a system with many moving parts each working towards the same goal. And so is the ecosystem of BMW-i. It is an innovative way to work with communication, where the brand takes a step in the background and let all of the other elements of its surrounding come to words. The YouAnd-i system is not only about cars, it is a system that offers its members a variety of different options to do something good. The system is our, BMW i’s, way to shape the future. BMW makes cars, but that alone is not enough to make a real impact. YouAnd-i is something more, it is something bigger. It is a living system, and therefore there is no direct center. Constantly seeking after new ways to do something good, aspects such as shopping, telecommunication, power, water whatever business model you can reshape into being more good are qualified to join the system.

YouAnd-i Family is a collection of NGOs who corporate - these are the one users are able to choose to donate to. YouAnd-i Stars are the brands which products YouAnd-i Shopping is selling. YouAnd-i Friends are people who believe the same as BMW-i / YouAnd-i. They want to shape the future and the YouAnd-i universe enables them to do so. YouAnd-i Social takes the conversation further on major social platforms it enables everyone to join the conversation and do their in shaping tomorrow.

YouAnd-i lets its users create who they want to be, it lets them become frontrunners into a new area of consumption. It is not only about you, it is about all of us.

34

Yo u A n d - i Shopping Imagine yourself being stranded on an island and you think you are

YouAnd-i in order to shape a better tomorrow in each of their specific

all alone. Then you realize there is a single other human here, you do

fields. The purchases are being made directly on the dealer’s website

not speak the same language but somehow you start to communicate.

therefore YouAnd-i Shopping is not handling any orders. The traffic

Some of the first words you might be using could be “You” and “I”.

YouAnd-i directs to dealers enables YouAnd-i to negotiate a discount.

That discount is not given fully to the customer but offered in a e.g.

YouAnd-i is in its most simple form about interaction between hu-

20% discount and 80% donation distribution. So customers experi-

mans. YouAnd-i has the purpose to create a relation between people

ence a good deal, combined with a “really good deal”.

who give and people who receive. It is an innovative form for consumption and donation where it is possible for the giver and receiver to be

YouAnd-i Shopping is another option to “be good”, easy and with a lot

one and the same while still giving to others as well.

of pleasure. It might not save the world, but it gives the customers the opportunity to help another person or cause into a better future one

YouAnd-i Shopping is a shopping universe with two sides. The first

step at the time. And it works two ways. I do not only give something,

side consists only of products that somehow do their part in the shap-

i also receive firstly my product but just as important a good feeling

ing of a better tomorrow. Every sustainable and “good” product that

- “The biggest joy is to give” as true as this old philosophy, as real is

stands up to specific criterias can be accepted for the site. The other

YouAnd-i shopping.

side is a donation. Instead of being a dealsite, on every purchase a certain percentage will be donated to a cause of the customer’s choice.

Because of this YouAnd-i creates a duality in the shopping experience.

The YouAnd-i Family is a network of NGOs who work together with

A sort of yin and yang so to say and according to ancient Chinese philosophy it is the duality the holds the universe together.

35

BRAND PLANNING At the beginning of this section BMW Group’s composition, brand strategy, vision and mission will be outlined. After that follows BMW’s as well as BMW i’s brand identity description through the means of the brand identity development process according to ESCH. The main aim will be to focus on the psychosocial and emotional brand benefits for the consumer as well as on the brand competencies.

BMW Group’s brand composition and strategy The BMW incorporated is the parent company of the BMW group, which is composed in the way you can see to the right:

When you penetrate the composition of brands the BMW Group consists of, all of them can by classified as premium brands for different segments of customers in the high field.

The BMW Group therefore clearly follows a premium brand strategy.

36

BMW Groups vision and mission statement The vision and mission statement outlined to the right is important as it determines what a brand wants to reach in the future. At the beginning of everything, what is created stands a vision. This vision helps to guide all people involved in the BMW Group to have a goal i front of their eyes and to adjust their actions upon it.[7] As we can see in the pyramid the BMW group pursue the vision to constantly challenge the status quo in order to strive for excellence by becoming even better regarding the brands BMW, Mini and Rolls Royce. Their target is to create value and to secure future success in combination with their goal to increase profitability.[10] The mission of the BMW group until 2020 is to be the best in the field of premium products and services for individual mobility.

The following section of the report will focus on the BMW parent automobile company and following to that them focal point will lie on the BMW i sub-brand.

The BMW brand BMW as it exists nowadays was founded in 1916 due to the official company historiography. With the development of the sports-roadster 328 in 1936 BMW succeeded to produce an attractive car model, which convinced through his construction and was a striking success at sports car races e.g. the Mille Miglia in 1940. From that time on the BMW brand built the reputation as manufacturer of sportive vehicles.[11] Considering BMW’s early founding year it is a brand, which has a long and rich history and belongs to one of the oldest car manufacturers in world.

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THE BRAND IDENTITY DEVELOPMENT PROCESS ACCORDING TO ESCH In the brand steering wheel of ESCH below the brand benefits and attributes for BMW customers are already pinpointed, as well as the brand tonality/personality and brand iconography is outlined in a short headword way. Now, based on that there will follow a more precise description.

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Sheer Driving Pleasure (Mood board)

D E F I N I T I O N O F B M W ’s CORE BRAND PROMISE AND VELUES BMW’s core brand promise is associated with “Sheer Driving Pleasure”, as you can see in the illustration above.

39

Sermantic net “Driving Pleasure”. Created

As you can see above in the illustration above, the semantic net “Driv-

based on associations from the core brand

ing Pleasure” can be associated with various things and situations. The

promise and mood board above.

feeling of pleasure in association with BMW vehicles already begins with the exterior design, which is very stylish and has a sportive touch.

Furthermore there is the premium interior car design with its high quality materials and the various functional features which makes car navigation easy and safe and provokes a just feel good atmosphere.

As BMW cars are equipped with fast engines speeding up results in an adrenaline rush for the passengers and will put as you can see in the mood broad a smile on their face. Cabriolets are ideal to use on warm and sunny days and it passengers can just enjoy the fresh air, the blowing wind in their hair and the ultimate feeling of freedom arising from the cabrio-driving experience.

Cars from BMW stand for individual mobility and enable special moments, whether its enjoying time by yourself, enjoying a fun and romantic time with your chosen one or having a good time with your family and friends, BMW cars offer the means of “sheer driving pleasure”.

40

Description of BMW’s brand benefits for the customer

global production network of 30 manufacturing facilities, where close

Functional and psychosocial benefits

cooperation between plants ensures fast and flexible production. The principle of high quality and perfection is not only seen in manufactur-

Made in Germany is a household name and an internationally brand

ing but also when it comes to sell the product to the consumer. The

by itself and stands for precision, efficiency and high quality. Since its

BMW Group is operating, their own sales subsidiaries in 34 internation-

start in 1916 BMW built a trusted brand that have stood the test of time.

al key markets in order to provide the best brand experience to BMW

Customers can rely on BMW when buying a car and know that they

customers as possible.

will receive a high premium car, which will live up to their demands

As described before the BMW brand is associated with high quality.

and holds its promises. In “European trusted brands 2014” conducted

This feature is recognisable in the selection of the high quality mate-

by “The Reader’s Digest Association, Inc” BMW ranked among the top

rials used for the car production and the detail in its assembly.BMW’s

trusted brands in the automobile industry. BMW’s state of the art tech-

interior design is very aesthetic with a sporty touch and comfortable,

nology and various built in features guarantee each BMW customer the

which provokes that car drivers as well as car passengers can feel

highest possible comfort, safety and reliability of the car while driving.

very comfortable inside a BMW. As BMW is already a household name

The factor “image” is for some customers substantial in the selection of

it has an high brand recognition in the public. Due to their aesthetic

a premium brand like BMW. Some customers want to stand out from

and sporty design and the premium character, BMW car models are

the crowd and show their status within society by driving a premium

eye-catcher and are recognized by the broad public.

car model from BMW. For this specific clientele it’s all about having the money to buy an exclusive car and to show it to everybody. For them it represents the ultimate way to say: “Look how successful I am”. BMW serves this clientel well through its very good brand reputation it built.

Other people though just to have a nice, high quality car with a sporty

Description of BMW’s brand values and personality

design, which is exclusive, but not too fancy and will therefore in a BMW

Brand values and personality

their ideal car as well.

Values are notions of desirable conditions, e.g. unity, justice, liberty.

Also brands have values, them stand for characteristics, which define a brand’s essence and also specify its brand benefits for the consumer.[12] In BMW’s case the brand values are dynamic, challenging and accomplished. BMW’s personality is challenging because it is questioning the

Description of BMW’s brand attributes

existing conditions and is striving to get even better. BMW is dynamic

Attributes of the company

as it already confronts it self with challenges ahead our society is confronted with and is reducing emissions of its vehicles and providing

The experience the company has gained in the premium sector in the

other services of individual mobility in urbanized areas. BMW is by its

long run serves the customers to the very best. The BMW Group is ac-

long history and many innovations also accomplished. BMW is gifted

tive all around the world in 150 countries. In order to stay ahead of time

to produce products people want. Thinking about what consumers

and spot the latest trends and to provide innovative solutions for indi-

and society really needs and by taking on the challenges of the future

vidual mobility the BMW Group built research and development (R&D)

BMW is by its character also intelligent. This intelligence appears in

facilities all around the globe. These strong R&D capabilities insure

BMW efficient production process, in the aesthetic design of its vehi-

BMW’s innovative capacity and that customers get always the latest,

cles, which is elegant as well as athletic and appears rather down-to-

safest and the best solutions for their individual needs of mobility. Ef-

earth than snobbish. BMW’s strong engines, long existence and good

ficiency is another attribute of the BMW Group, which constitutes in a

reputation make it also a strong brand.

41

D E S C R I P T I O N O F B M W ’s BRAND ICONOGRAPGY

Hearing When it comes to a brand and its recognition a sound logo can be

The BMW has not only to look good but also to sound good, is the cre-

used in order to communicate its identity and values. BMW’s sound

do of the sound engineers at the BMW research and innovation center

logo, which was newly created in 2013, shall stand for the core brand

in Munich. The purpose of these sound engineers is that the acoustics

promise of “Sheer driving pleasure” and for other attributes the brand

of a BMW play its part in the overall impression of the vehicle. From the

stands for. According to BMW the purpose of the dynamic melody is to

blinker to every button, to the doors, the seat belt warning, the sound

emphasize on the innovative capacity and dynamic of its brand. Due

of the engine and many more things that make a sound, nothing is left

to BMW the logo consists of various sound elements, which stand for

to chance. The interior sound e.g. the seat belt warning has to be func-

different parts of the brand identity. Through the perfect combination

tional yet pleasant for the ears. The clear function is to remind the car

of the sounds they unfold their holistic effect. Sound components will

users to put on the seat belt and to do this in a convincing but pleasant

be played forward and backward in reverse-technique and stand sym-

way. The sounds must suit the vehicles character and fit the brands

bolically for flexible mobility. The final melody’s ending of the sound

image. The cars soundtrack are intended to communicate a maximum

logo, which is glimmering represents joy for improvement, dynamic

driving pleasure and an harmonious overall sound typical of the char-

and sheer driving pleasure.

acter of a BMW.[14]

[13]

42

Seeing At the forefront of BMW’s communication which is perceivable stands the brands iconic roundel logo. The blue and white colour is the same as in the flag of Bavaria and matches the Brand name Bayerische Motoren Werke - “BMW”.

Apart from this association the logo can be also seen as a tribute to the company’s history in aviation and that the logo symbolizes a propeller in motion with the blue part representing the sky.

BMW’s overall communication underlines “Sheer driving pleasure” which is the core brands promise. This core brand promise is communicated along all channels and also highlighted in the BMW world and museum. Throughout its verbal appearance the focus on providing premium products is unmistakably recognizable.

43

THE BMW i SUB-BRAND

The BMW i is a sub-brand of the BMW brand family and offers at the moment two models: the BMW i3 and the BMW i8. With the BMW i brand BMW Group follow its mission until 2020 and wants to become the world’s leading provider of premium products and services in the sustainable mobility sector. This offers the chance to generate growth by offering new products and services to new target groups. BMW i represents a pioneer in developing new technologies and visionary services and this strengthens to overall image of BMW to be a sustainable brand with a future-proof product portfolio.15

BRAND IDENTITY DEVELOPMENT ACCORDING TO ESCH

In the brand steering wheel of ESCH below the focus be lie on the BMW i3. As you can see below BMW i3 might have certain benefits, attributes or values, beside its specific own, which are also present in the BMW family brand. Now will follow a description and comparison of this own specific benefits, attributes, values and the brand iconography, which account for BMW i3.

44

Driving Pleasure Reinvented (Mood board)

Definition of BMW i3’s core brand promise BMW i3 promis-

Driving Pleasure reinvented - mood board

es sustainability and driving pleasure at the same time and

In the mood board we see the man in the blue shirt telling

proves that both must not be mutual exclusive. Below in the

the person in front of him about the car body of BMW i3 is

mood board we see some snapshots of a BMW i3 video cam-

made of carbon and 50% lighter than steel. He is obvious-

paign in the Netherlands called “BMW i3: Driving Pleasure

ly excited about that fact, as well as about the fact that the

Reinvented”, which highlights why driving sustainable with

dashboard is made out of eucalyptus. His friend who seems

a BMW i3 can enthuse you and makes you to feel pleasure.

listening though has one particular question in mind: “But how does the car drive”? Sensationally ...

45

In the semantic net below you can see associations arising in context to the mood board as well as in relation to the pleasure of sustainable driving itself.

Pleasure can have its many forms and aris-

Description of BMW i3’s brand

discrete use of new ideas.[16] Beside the moti-

es when you experience something good or

benefits for the customer

vation to belong to the group of trendsetters

exciting, have success in doing something

Functional and psychosocial benefits

and being respected by others BMW i3 drivers take advantage from driving a car, which

particular, when you do something good for others or by enjoying something nice or aes-

BMW i shares the same brand benefits for

is sustainable and energy efficient through-

thetical around you. In BMW i3’ case as you

the consumer as the BMW family brand. For

out its life cycle. This begins with the pro-

can see in the semantic net, therefore exists

more detailed information please check up

ductions, where e.g. 80% of the aluminium

many reasons to feel pleasure in context to

in the section “Description of BMW’s brand

produced is either recycled or produced with

sustainable driving.

benefits for the consumer”. Beside these,

renewable energy and continues to the use

BMW i3 has its own very specific brand ben-

of the electric vehicle with zero emissions to

efits, for example the feeling to be a pioneer

the environment. BMW i3 has a stylish and

and to belong to the early adopters of a new

futuristic car design and proves to be an eye

disruptive innovation regarding individual

catcher, when driving and halting at the traf-

mobility. Early adopters have a high degree

fic lights. Finally BMW i3 is more then just a

of opinion leadership in most systems and is

car. It is an eco-system, which offers its user

considered by many to be “the individual to

different services around individual mobil-

check with” before adopting a new idea.

ity e.g. finding re-charging stations, finding

The early adopter is respected by his or her

parking spots etc.

peers, and is the embodiment of successful,

46

Description of BMW i3’s brand

ing the existing conditions and striving to get

sound comes from an harp and shall con-

attributes

even better and never resting upon one’s

vince passengers in a convincing though

Attributes of BMW i3

achievements as it does for BMW. BMW i3 is

friendly way to put on their seat belts. All in

also dynamic, which is in fact closely linked

all the interior sound of BMW i3 feels to be

Some of BMW i brand attributes are the

with to challenge oneself. BMW i3 never

new and electric and matches the BMW i

same as the one from the BMW brand fam-

stands still and is constantly evolving new

brand.

ily. For more detailed information about

innovations. This approach makes BMW i

these attributes, please check in the section

intelligent as its looking ahead and develops

BMW i3 is an electronic vehicle and therefore

“Description of BMW’s brand attributes, Attri-

products and services our society demands

if it comes to the exterior sound, basically no

butes of the company”.

in the future. BMW i3’s car concept design

noise occurs from the engine. Once can say

can be described as being aesthetic in its de-

that BMW i3 is gliding in a silent way through

Additionally BMW i3 is characterized by be-

sign, which stand for a new kind of premium

the streets, but has though a good warning

ing an electronic vehicle and to be the rev-

mobility with the ultimate focus on sustain-

sound level, which was the intent of BMW i3

olution in individual mobility. BMW i3 is effi-

ability. The brand is a visionary and made

sound engineering team. It is important that

cient and sustainable along the whole value

no halt to bring its idea for future sustainable

a car has a sufficient warning sound level

chain. Production is using renewable sourc-

mobility to life. BMW i3 can as well be de-

in order to reduce risks of accident on the

es of energy such as wind power for the CFRP

scribed as urban was car for the megacities

streets. The silent movement of the car on

fabrication in the plants of Leipzig, Landshut

and technology affine and functional with all

the other hand is underlining BMW i3 attri-

and Wackersdorf. The production of BMW i

its useful mobility services for the car users.

bute being an electronic vehicle and there-

models in Leipzig is setting the benchmarks

fore fits its character and brand.[17]

in the automotive industry by having 50% less CO2 emissions, 70% less water usage in comparison to conventional CFRP produc-

Seeing

tion. Through the use of recycled materials

For BMW i the BMW logo got a makeover

and renewable raw materials for thermo-

and was supplemented with a protonic blue

plastics 25% of weight can be saved.

three-dimensional ring, which shall stand for BMW in the new age of electronic mobility.

Description of BMW i3’s brand values and

The BMW i logo’s intent is transmitting trans-

tonality

parency and openness and embodies its design principles. The logo features a future-ori-

BMW i3 has the same brand values as the BMW parent company, which are challeng-

Description of BMW i3’s brand iconography

ented design and evokes associations with

ing, dynamic and accomplished, though

Hearing

the BMW parent brand. Its diagonal set-up with an upward orientation imparts a look

they might adapt in some cases to BMW i3 slightly different. As BMW i is a new sub-

If it comes to the interior sound the BMW i3

of dynamics and elegance, this augmenting

brand of BMW, its existence is not very long.

sounds new and different. The sounds shall

the visionary character of BMW i.[18]

BMW i3 was build from scratch with no prod-

reflect the new vehicle concept and the

uct existing before in the category of elec-

premium experience associated with a real

As innovative sub-brand BMW i is also spon-

tronic vehicles. BMW i3 is challenging by rev-

BMW. The driver should feel comfortable like

sor of young companies and innovative proj-

olutionizing individual mobility and to create

being at home when sitting in his new car.

ects and events e.g. the formula-e or the In-

sustainable driving pleasure, which was not

The atmosphere inside the BMW i3 is quiet.

tersolar Europe fair. In this way BMW i is able

done before. The brand value challenging

Starting the engine produces a long new and

to underline is position of a driving force of

also stands in regard to BMW i3 for question-

electronic like sound. The seat belt warning

shaping the future.

47

P O S I T I V E FACTO RS A N D BARRIERS OF ADOPTION TOWARDS BMW i3 When it comes to the adaption or rejection of a new innovative product like the BMW i3 the perceived attributes and disadvantages of an innovation play an important role. Below are outlined positive factors, which might result in a faster adoption rate and the barriers of adoption, which slows the adoption rate down or leads to rejection.

Positive factors that influence

check out with them, when it comes

Economics

the adoption of BMW i3

to adopt a new product. The feeling to

It makes economic sense in the long

Perceived advantages of BMW i3

belong to a group of pioneers regarding

term to buy an electric vehicle as its

sustainable mobility and to help make

possible to save up to 80% in costs per

1. Relative advantages

this innovation functional for the mass-

kilometer compared to a conventional

Image and social prestige

es represents a huge incentive.

car. Additionally incentives by the Ger-

The good BMW image benefits the

man government exist as electronic

BMW i sub-brand to some extend. Con-

Pleasure

vehicle owners do not need to pay a

sumers already know that BMW stands

Driving electric is associated by 77%

motor vehicle tax and parking and re-

for sheer driving pleasure, high quality,

with driving pleasure.

charging in the public area is for free.

precision etc. The fact that BMW as a

Another criteria, which makes running

brand is already widely known helps

Sustainability and technology

costs of a BMW i3 cheaper then a con-

BMW i to establish its own brand in or-

Due to massive pollution of the environ-

ventional car and attractive for adop-

der to convince its target group with the

ment and climate change driving elec-

tion are that maintenance expenses of

model i3, which stands for urban sus-

tric will become increasingly popular.

an electronic vehicle are lower.

tainable mobility.

People are interested to use this kind of new technology and to help to reduce

2. Complexity

Beneficial for the rate of adoption of

CO2 emissions. BMW i3 is sustainable

Range

the i3 model is the feeling of the clients

along the whole value chain. This is

Due to data BMW i3 has a range of 160

group to be a pioneer driving a BMW i3.

beneficial for BMW i3 as the trend exists

kilometers per charge and is therefore

The car is new, cool and the ultimate

that over time consumers will become

ideal for the most distances. As the av-

ecologically friendly megacity vehicle.

more eco-conscious and demand more

erage distance per day a private pas-

By driving an electric car they belong to

sustainable products in all areas of

senger car user is covering amounts to

the early adopters of this new disrup-

there live.

about 46 kilometers1, no disadvantage

tive innovation. This kind of group has

occurs for the majority of routes being

a high level of opinion leadership, they

driven.

are respected by their peers and many

48

Barriers of adoption towards electric vehicles Perceived disadvantages of BMW i3 1. Relative disadvantages The initial costs of buying a BMW i3, which amount between 35.000 and 60.000 euro depending on extras might be to high for some people.

2. Complexity in usage Range As already mentioned in the positive adoption factors no obvious disadvantages regarding the range for the most driven routes by a private driver in their daily routine. In some cases though (e.g. for working reasons) there is the need to drive a longer distance then the range of 160 kilometers the BMW i3 can provide. In this case, limited range poses a disadvantage due to the early stages of the technological development. Beside the daily routines, there exists other reasons to use a car which can pose as well a disadvantage for example using to car to drive in holidays, making short trips, visiting relatives or friends in a far distance.

Charging The infrastructure with the number charging stations is yet not sufficient. For some people this poses a major problem when living in a flat and not a house, which as its own garage and charging point.

Technology and preoccupations Some people might have subjective preoccupations and not a good perception towards the technology of electronic vehicles. These preoccupations can reach from lack of trust concerning safety or the negligence to consider electric vehicles real cars.

Other people might consider the technology of electric powered vehicles still in a stage of infancy and want to wait until it is further developed. The endurance of the batteries is not very long lasting and the range therefore limited. Due to this many people are still sceptical.

49

INTERACTIVE MEDIA The sitemap shows the information hierarchy for the site

be found in the main menu, under the about us category. The

YouAnd-i Shopping. Its simple structure with different cate-

main menu with its seven menu point is the beating heart of

gories and menus makes the navigation smooth and easy.

the navigation. It addresses all the important categories from

The external links includes social media, BMW i’s own site, the

the shop to a more information orientated side. A special “My

YouAnd-i blog and the YouAnd-i network. The meta navigation

site” is a personal site for the users, it gathers suggestions for

creates easy access to content e.g. press and legal/ informa-

the users about what to buy. It shows previously purches and a

tion such as shipping and impressum. The same content can

overview of the user’s donations and to which causes.

50

WIREFRAME The home page is divided into three main parts. The concept is meant to be simple and sophisticated, yet friendly and easy to use.

Header: Logo, main navigation and “My site�.

Hero Shot: Elegant and light pictures attracts attention to outstanding offers. These change and are being replaced weekly.

Body: The body consists of three top products, and an additional three products just under the top products.

If the user is logged-in these products will be fitted to match with what the user previously bought or has been looking at.

Social: An interactive space for people to upload their picture and a word expressing how they want to shape the future. They are limited to one word to make it more challenging.

Footer: Meta navigation and social links.

51

Desktop version

52

USER EXPERIENCE Utility: YouAnd-i Shopping gives users an option to do something good, both for themselves and for someone or something else. The social part can inspire users to do even more good, by seeing what other people are doing.

Joy of use: The simple design makes it not only easy but also intuitive to navigate throughout the site. The fact of donating while actually buying stuff for yourself makes it much more fun and encourages the users to buy more. It is pleasure with sustainability.

Usability: Responsive pictures and animations, e.g. drop down, colour change, pictures with slightly moving effcts while “mouseover” improves the overall understanding of the structure of the site. You know what can be clicked and what are static objects. Breadcrumbs help determining “where you are” on the website. Using a sufficiently big font helps improving the readability.

The main goal is to transfer the goodwill the users receive by making a purchase and choosing the NGO to donate the money to BMW i. This will boost the BMW i image as a responsible institution that cares for more than just their “own” business.

The good course and innovative idea behind YouAnd-i Shopping should convince people to take action and buy these products that are good in so many ways.

Mobile version

53

SOURCES Footnotes: [1]

http://www.bmw.com/com/en/newvehicles/i/i3/2013/showroom/index.html

[2]

http://www.bmw.com/com/en/newvehicles/i/i8/2014/showroom/index.html

[3]

http://www.statista.com/statistics/262747/worldwide-automobile-production-since-2000/

[4]

http://www.strategyand.pwc.com/perspectives/2015-auto-trends)

[5]

http://www.strategyand.pwc.com/perspectices/2015-auto-trends

[6]

http://www.consumerreports.org/cro/2013/02/2013-car-brand-perception-survey/index.htm

[7]

p.106 Andreas Baetzgen, Brand Planning, Starke Strategien für Marken und Kampagnen, 2011.

[8]

http://www.bmwgroup.com/bmwgroup_prod/e/0_0_www_bmwgroup_com/home/home.html

[9]

http://www.bmwgroup.com/bmwgroup_prod/e/0_0_www_bmwgroup_com/unternehmen/unternehmensprofil/strategie/strategie.html

[10] BMW Group Investor Presentation, June 2015 [11] http://de.wikipedia.org/wiki/BMW#BMW_i’ [12] p.114 Andreas Baetzgen, Brand Planning, Starke Strategien für Marken und Kampagnen, 2011.

[13] http://page-online.de/branche-karriere/bmw-verpasst-sich-ein-neues-soundlogo/?cid=3 [14] https://www.youtube.com/watch?v=tqZcSPXPhcc [15] BMW Group Investor Presentation, June 2015 [16] p.283, Everett M. Rogers, Diffusion of Innovations, 5th edition [17] https://www.youtube.com/watch?v=cKSmr9gW8dE [18] http://www.bmwblog.com/2011/02/22/behind-the-design-of-the-new-bmw-sub-brand/

Publications: •

Sattig, Manuel, “The future of sustainable mobility”. BMW Group

•

Egbue, Onanwa Nneka, “A socio-technical analysis of widespread electric vehicle adoption” (2012).Doctoral Dissertations.Paper 2024.

•

Molnár, Eszter, “Strategic management in the ailing automobile industry” (2009). Budapest Business School

•

Martin Wietschel, Patrick Plötz, André Kühn, Till Gnann, “Markthochlaufszenarien für Elektrofahrzeuge - Kurzfassung” (2013). Studie im Auftrag von acatech.

•

National Intelligence Council, “Global Trends 2030: Alternative Worlds” (2013).

•

Electric Vehicles Initiative, “Global EV Outlook - Understanding the electric vehicle landscape to 2020” (2013).

•

“Creating the clean energy economy - Analysis of the electric vehicle industry” (2013). International Economic Development Council

•

“Car Brands & Consumer Involvement Theory - Understanding the Role of Emotional and Rational Involvement in Car Brands Purchasing” (2011). Trend Tracker

•

Baetzgen, Andreas. “Brand Planning, Starke Strategien für Marken und Kampagnen” (2011)

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Web: •

Statista, “Anzahl der Neuzulassungen von ausgewählten Elektroautos im Zeitraum von 2011 bis zum 1. Halbjahr 2014 in Deutschland nach Marke/Modellreihe”

•

http://de.statista.com/statistik/daten/studie/224041/umfrage/neuzulassungen-von-elektroautos-nach-marke-modellreihe/,

Last

visited

02.06.2015 •

Reputation Institute, “See Who Made the 2015 Global RepTrak® 100” http://www.reputationinstitute.com/thought-leadership/global-reptrak-100, Last visited 20.05.2015

•

pwc, “2015 Auto Industry Trends“ http://www.strategyand.pwc.com/perspectives/2015-auto-trends, Last visited 20.05.2015

•

Office of the Director of National Intellegence, “Global Trends” www.dni.gov/nic/globaltrends, Last visited 05.06.2015

•

Andrew Kolb, “What does the Brand Ecosystem mean for Digital Strategy?”

•

http://www.slideshare.net/andrewkolb/what-does-the-brand-ecosystem-mean-for-digital-strategy, Last visited 01.06.2015

•

Daniel Newman, “Marketing: Building A Customer-Centric Marketing Ecosystem“ http://www.forbes.com/sites/danielnewman/2015/02/17/ marketing-building-a-customer-centric-marketing-eco-system/, Last visited 27.05.2015

•

Lorenz Illing, “BMW Market Analysis”

•

http://www.slideshare.net/lorenzilling/bmw-market-analysis-5879711 Last vivisted 10.05.2015

•

https://lh5.googleusercontent.com/ZAC9puuPPKq3aHo7oQjVUkqQDD7h0ahvdiLOqb9VlVQ1SxumDEV-Bcm3eF8Zuw33_6LPs559q5JNQExnzl6yHEWVigHItpPgH31lZ-T2XFo6uUxPzn1-dWbFYg 16.05.2015

•

Standford university, “A FUTURE VISION FOR SUSTAINABLE E MOBILITY“ http://web.stanford.edu/class/me302/PreviousTerms/2012-01-17%20 BMWtech_E-Mobility.pdf, Last vivisted16.05.2015

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MICHAEL J. COREN, IT TURNS OUT ELECTRIC VEHICLES ARE SO FUN TO DRIVE, YOU WON’T WANT TO GO BACK”

•

http://www.fastcompany.com/1775675/electric-vehicles-are-fun-to-drive-and-may-become-your-primary-car-finds-new-study, Last vivisted 29.05.2015

Pictures: •

All prictures of the BMW i8 are found in the BMW i Press Kit: https://www.press.bmwgroup.com/global/pressDetail.html?title=the-bmw-i8&outputChannelId=6&id=T0145324EN&left_menu_item=node__6728

•

All prictures of the BMW i3 are found in the BMW i Press Kit: https://www.press.bmwgroup.com/global/pressDetail.html?title=the-bmw-i3&outputChannelId=6&id=T0143924EN

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ANNEXES

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JUNE 2015 Students at the design akademie berlin JULIAN BRANDT, NIKOLAJ MADSEN & CHRISTIAN WALK

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