Mini Cooper Essay

Words: 4973
Pages: 20
Open Document
Introduction

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).
This report aims to analyse the current marketing communication activities for one of the most recognised brands in the UK and the world, MINI Cooper. The first part includes some background information and after that the report follows the planning framework provided by …show more content…
The major objectives of the strategy will be examined in the next section of this report.

2.2.2 Brand analysis

MINI is an isolated style brand (Grey and Smeltzer, 1985), although it is a part of the BMW family, but within MINI a balanced style (Grey and Smeltzer, 1985) is adopted and all the MINI models carry the corporate name: MINI One, MINI Cooper, MINI Cooper S and MINI Clubman.
MINI’s brand personality is proclaimed to be “energetic, cheeky, stylish, self-confident, reliable and exciting” and its stripe line is “It's a MINI adventure” (Mini Education http://www.mini.co.uk/html/about_us/mini_education/marketing.html), which actually highlight the brand’s extrinsic attributes (Fill, 2005). Kapferer (2004) brand identity prism is adapted to MINI Cooper and presented in Appendix 3.

2.2.3 Competitors

As Simms and Trott (2006) argue “very few brands in this industry are comparable to the MINI, the Volkswagen Beetle, Citroen 2CV and Fiat 500 are among these few and could be compared in terms of their iconic status”. However, indirect competitors could be all the small cars, regardless their brand, especially those that try to copy the MINI’s image such as Suzuki Swift, Nissan Micra, Ford Ka, Mitsubishi Cold etc.

2.3 The internal
Show More

Related Documents: Mini Cooper Essay

Analysis Of Mini Cooper Turbo Engine

Summary This report has been constructed to explain & evaluate a practical laboratory session undertaken. It looks at the different variables of a Mini Cooper turbo engine. Identifying the most important & influential of the variables, we are able to see which are best to optimise for fuel or power efficiency. It was identified that to obtain one, it usually comes at the expense of another, & the ability to compromise for use is essential. 1.0 Objectives This report is aimed at familiarising…

Words 376 - Pages 2

Essay about Mini Management Project

Powerful Mini 3. If I were in charge of the Mini product line, I would keep all of the current marketing features that they use on their website. I love the fact that after you purchase your vehicle you can track it on the website. This builds up anticipation for the buyers which increases enjoyment of the product. Also, each year a Mini owner gets sent a birthday card for the car which, to me, is brilliant. This keeps the buyer reminded that they made a good decision for buying their Mini. I think…

Words 444 - Pages 2

Relational Model and Date / Time Short Date Essay

Planning a Working Relational Database A: Purpose and Audience for the Database Purpose of the data base: Chester-le-Street Motors is a business which buys and sells cars. They have a large amount of customers, so a wide range of information is used. With CLS Motors selling and buying cars, it means that data input can become quite difficult and unorganised. The main purpose of creating the database is to organise data about the cars and the customers in such a way that it allows the information…

Words 1142 - Pages 5

Marketing Fiat 500 Presentation1 Essay example

of market for SMART Cars (SMART Fortwo)  Fast growing market for subcompacts  Increasing gas prices SWOT Analysis Threats  Stiff competition  Mini  Green Cars  Labour strikes impacting production  Increases in prices of raw materials  Global economy is still in recession Competitive Analysis Fiat 500 2012 Smart Fortwo 2011 Mini Cooper Hardtop 2011 Ford Fiesta SE Hatchbac k 2012 Toyota Yaris 3Door L 2012 Scion IQ 2011 Honda Fit 2012 Price (MSRP) $15,500 USD $12,490 USD $20,100…

Words 1320 - Pages 6

Raul S Auto Repair Is A 5 Star Mechanic Shop In Azusa And Covina CA Essay

PressReleasePing Raul's Auto Repair is a 5 Star Mechanic Shop in Azusa and Covina, CA Find the very best Auto Repair and Service for BMW, Mini Cooper, Diesel Pickup, and Hybrid Cars in Covina and Azusa at affordable prices. For any question's please call us at 626.339.7566. Azusa, CA, July 23, 2015 /PressReleasePing/ - Finding a mechanic you can trust to do the job right at a fair price can be a challenge. When searching for an auto mechanic you will find a lot in your area. When all these shop's…

Words 387 - Pages 2

Ethan Attention In Annie Wilson's Bright-Pink

In bright-pink tank, Annie Wilson crosses the parking lot at her high school of West Beverly Hills. She walks past expensive cars such as Bentleys and a blue mini –cooper. Annie soon spots her old friend Ethan Ward getting into his SUV, he appears nervous. Annie stops and says, “Oh my (goodness), there’s Ethan,” She then proceeds to check out her reflection in a nearby car window. She wanted Ethan to be impress with how much she had grown in the years they had been apart. Annie fusses with her hair…

Words 348 - Pages 2

servqual Essay

of problem solving and most heuristically valuable contributions to the service literature according to Brown and Bond (1995). 1.2 Background of Company 1.2.1 Auto Bavaria Auto Bavaria is the largest retail and service organization of BMW, MINI Cooper and Motorrad (Motorcycle, Scooter & Superbike) in Malaysia. This is one of the famous brands of Sime Darby Motor Division Sdn Bhd. Establish in 1988; Auto Bavaria’s organization comprises of fully trained technicians and employees and has a wide…

Words 5549 - Pages 23

Essay about FLIGHT 001

trip. Careful marketing plays an eminent role in Flight 001. The business hasn’t ever done traditional paid advertisement, as they feel it is important to their brand, they keep the sense of a small boutique. Partnerships with Northwest Airlines, Mini Cooper, Song Airlines, etc. have made it possible for them to advertise, without paying anything at all. The people who are most likely to purchase the products in their industry, are the people who they are reaching out to, and that maintains the business…

Words 500 - Pages 2

Kingkong: Goal and Short-term Goal Essay

Goals Paper My goals have changed a numerous amount of times as I grew older personal, academic, and career wise. Short-term ones like being more organized and staying healthy. To long-term ones like graduating college and becoming certified in Occupational Therapy. I’m constantly reminded of these goals just by looking in the mirror or seeing terrible accidents happening almost every day get me motivated to taking these steps towards achieving them. A personal, long-term goal…

Words 504 - Pages 3

Porsche Case Study Essay

Internal Analysis 15 Strategy 16 Identification of Key Problems 20 Recommendations and Implementations 21 References 24 | Executive Summary BMW is known for its manufacturing of premium-brand cars and off-road vehicles under the BMW, MINI, and Rolls-Royce labels, as well as motorcycles under the BMW and Husqvarna brands.…

Words 6159 - Pages 25