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PPT : Analysis of the BMW MINI Business Communication Strategy

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MINI’s History

* 1959 First Mini produced in Longbridge (Price £ 500)
* 1961 Mini Cooper
* 1963 Mini Cooper S
* 1994 Acquisition of Rover, adding Mini brand to BMW portfolio
* 2000 Oxford Plant is integrated into BMW Manufacturing
* 2000 New Mini official debut

Paris International Auto Show
BMW MINI CASE STUDY
International Communication Strategy
Consistent international campaign across Europe, USA, Asia, South Africa and the Middle East.

* TV spots,
* Print advertisements,
* Mega-posters,
* Radio spots,
* Events.

“IS IT LOVE?”
BMW MINI CASE STUDY
Communication Strategy in UK

In the UK high awareness levels and the car’s British heritage demand a distinct campaign.

* on-line marketing
* MINI events
* public relations
* movie placement
* dealer launch
* advertising campaign

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