Buy custom Marketing the new BMW Z3 Roadster
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| Topic: |
Business
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| Number of pages / Number of words: |
17 / 4566 |
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Also the Z3 was a new sort of car altogether; It was a budget conscious sporty roadster (Convertible), that was intended to get BMW out of its standard "serious" image and to revive and reposition the brand itself as a car with great driving performance along with style and attitude as well .
To achieve these goals, BMW was going to need not only a great marketing campaign, but one that particularly could actually differentiate from the rest of the pack...
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They had to have an "unconventional campaign" to promote their new unconventional car to revive its image as well as to counter any preconceived notions that the car would be of poor quality, being American made. Also BMW had noticed that unconventional methods could result in major cost savings from previous studies...
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