Strategic Marketing Success
MINI
2001-Best of the Best: MINI- Most Fun — Auto Week Magazine 2001-Car of the Year —Car Magazine
2002-Grand Prix Award — European Car Magazine 2002-Britain’s Best Hot Hatch — Autocar Magazine
2003-North American Car of the Year —Car of the Year Awards
2003-Sporting Car of the Year — Auto Express
History in a MINI(ute)
Rebuild MINI
Go Global
Into the Future
Turning the Corner
Services
Intangibles
Core Product
Insurance Warranty
Fun
British Bulldog
Individuality
Inspiration
Rally Racing
College Graduate Program
History
Heritage
Value for Money
Economic
Personality
From Mini to MINI
Design improvement
Lets motor
Funky
Icon
Leasing
High resale value
Payment plans
Retail Financing
Optional extras
Focus on Customer service
Website
Brand name
Driving experience
Safety standards
Let’s Mess With Perfection!
EYE-CATCHING PERFECTLY BALANCED POWER PACKED REFINED
Let’s Evolve!
“And then there’s the fact that it’s a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britain’s best hot hatch, May 2002
Exclusive
Available
Low
High
Price positioning
Brand positioning
Existing
Existing
New
New
Markets
Product/Services
Puma MINI Rally Racing Movie – Italian Job Global expansion
Revival of an icon Clothing Toys Accessories
US Market Financial Services
Core Values Advertising Promotion Warranty