Marketing Plan

2013
Mini Cooper
Operational Marketing
MSc Marketing
Nov-22-2012

T2245816 Jing Lu (Laura)

N0466534 Irina Andreea Moise
N0418996 Padnaree Somsuksawad
(Poi)
N0406526 Satita Srisahakarn (Lily)
N0380947 Yue Su
 Outline
- Background of Mini Cooper

- Competition and Market share

- Vision, Mission and Objective

- SWOT analysis and STP strategy of MINI Cooper

- Marketing strategies of MINI Cooper

- Reinforce brand image campaign

- Conclusion
 Company Background

- MINI was born in 1959 in United Kingdom and

became an independent brand of BMW group in
1994 by SIR Alec Issigonis
- Modern Mini Cooper introduced in 2001 with three
engine
options.
- Different styles of wheels, colors and a
convertible top
option
(BMW Group, 2009)
Competitors and Market
share
 Vision and Mission
Vision
- Uniqueness through diversity
- Leadership
- Taking Risk
- Courteous

Mission
The MINI brand wins hearts and turns heads. MINI
is refreshingly different: extroverted, spontaneous
and in every respect something out of the
ordinary.

(Mission Statement, Headquarters & Founders Facts About BMW Group AutoMakers:
 Objectives
Increasing the market share in United Kingdom
market by approximately 5%
-
Improving 10% of the productivity by
implementing a training program (internal
resources development such as employee) in
United Kingdom

Achieving 50% customer awareness of our brand

in target market in United Kingdom
For this one year marketing plan that starts in
January 2013, in United Kingdom, the expected
budget is 30% of 2012 sales
 Market Audit
SWOT Analysis

Company Strength Weakness

BMW MINI Unique design and image in
the minds of customers
Multiple customizable
options available
Fuel efficient
Strong competition in the
compact car segment has
declined its market share as
well as unique appeal
The higher price because
Mini is the premium car
brand

A part of this strategy plan is to focus on Opportunities:

the strengths of the brand, promote them
and make customer aware of them by
creating the reinforcing brand image
campaign.
Increasing the market share in 12
months objective
Positioning the brand as a premium
brand fact that justifies the higher price
 Market Audit
STP Analysis

Segmentatio Target Position

n
People British iconic
People looking for brand with
looking for fun, classic
compact, adventure styling.
small cars and mobility
specially with ease of Shaikh (2012)
women. driving.

Shaikh (2012) Shaikh

(2012)
 Market Audit
STP Analysis/ Positioning

Brassington F, Pettitt S. 2006. Principles of Marketing. 4th

edition. Pearson.
 Marketing growth strategy
Market penetration

- Reinforcing brand image

- Keeping the current prices

- Positioning as a premium brand

- Creating a brand image advertising campaign

 Porter`s generic strategies
Differentiation strategy
- Best value: Customizability (wide variety of
options)
Fuel efficiency

- Outstanding customer service:

Improved customer service (process) by
implementing the

training program in terms of HR (employees

offering, reliability, competence and proficiency in
a friendly and quick response time manner).
 Marketing Mix
Product
-Premium car in a small car industry
-Fuel efficient car
- The different design represented by a classic style
and modern interpretation
- Limited edition (like special color and special
pattern) for special festivals such as Volunteers day
and Christmas day
- MINI has been designed with the idea of an
optimal recycling 10% of the plastic components
are made with recycled material
 Marketing Mix
Price

- High price in a small car industry

- Wide price range to different customers
(16,000~35,000)
 Marketing Mix
Place

- MINI showrooms
- MINI dealer shop
- BMW showrooms
- The motor events such as motor expo.
 Marketing Mix
Promotion
- The advertising on TV and cinema

-The activity on the website as customers can

design their own car style using a creative tool

- The membership for the Mini Fan Club ( keeping

the customers connected and expand the news and
promotions for them; gathering them together for
different entertaining activities)

- 5% discount for interior accessories when paying

all of the
 Marketing Mix
Promotion
 Marketing Mix
Promotion

One example of MINI Coopers TV advertisement

showing one of the benefits of a small car like MINI.

http://www.youtube.com/watch?v=chHpV2Hlt-k
 Reinforce brand image
campaign
- Reinforce the brand image- the concept of Fun,
Style and
Individuality (Differentiate potential Mini drivers
from other
drivers. Help them see themselves as better,
kinder, more
creative and fun-loving. Thats why they like a
Mini)
- Current prices( maintain prices but respond with
non-price counter-attack- justify prices with
advertising or enhanced service)
- Positioning as a premium brand with that has as a
 Conclusion

To conclude, this marketing plan targets

the United Kingdom market, using the
Market Penetration strategy. The main
objective over one year period is to increase
the market share and to increase the
customers awareness of the brand. These
objectives can be achieved by using
marketing mix strategy and reinforce brand
image campaign.

We recommend that MINI Cooper should

consider repositioning its brand in the long-
term development.
 References
BMW GROUP, 2009. 19592009. Fifty Years of MINI. Germany: MINI
media information.

SHAIKH, I., 2012. Available in

www.mbaskool.com/brandguide/automobiles/4478-mini-cooper.htm
l
. Access on 07/11/12.

SRIBNYAK, O., 2012. Mini Cooper: Current Marketing Strategy,

Digital Marketing Approach. The Brand & Ethical Values.

KALLAYAKAN, P., 2010. Product strategy. Available in

http://kallayakan.blogspot.co.uk/2010/07/mini-coopers-product-line
.html
. Access in 09/11/12.

OXBRIDGE WRITERS, 2012. Pestle analysis for an automobile

company. Available in
www.oxbridgewriters.com/essays/management/pastle-analysis-for
-an-automobile-company.php
Thank you for
listening !
Q&A