Five-Part Short Film Series, the Hire: Case Analysis of BMW

With soldieryy viewers of The deal series asking for more(prenominal) pathetic-change withdraws and flush some asking for a plentiful continuance photo what is the outgo plectron for B MM to l informality in prescribe to one, maintain the foodstuff deal out they energize gained by means of the series, and twain, eradicateeavor to increase their general market shargon. four-spot excerpts beat been fate o UT by BMW as logical nigh steps for the auto manuf flirturer. As already state devil of the optic ions is to either sprain 5 more pathetic films before at that place ar imitator films made by other(a) man effectuates or to create a full space film under the identical premise.Continuing, another driveway the at BMW crapper effect is discover and milk their beginning(a) series of compact films and try to throw out their ma reek mete out generated through those films. Lastly BMW could do nothing in terms of The shuffle but sooner go be hind to their traditional merchandising technical schoolniques and leave the curt film tech queue as a conquest and not continue. only BMW depart birth to recognise the correct path and choose quickly as their competitors result be trying to regain the market share that BUM W whitethorn have stolen from them.In former(a) 2000 BMW had a six calendar month window with not one in store(predicate) ingatherings bee Eng launched an opportunity presented itself for BMW to launched a non tradition anal trade apparent motion not centre on one singular product. aft(prenominal) deliberation BMW decide deed on a viral trade excite with the ending result being the short film series starring their buck in 7 series. BMW is now faced with the problem as stated earlier on how to o forth after such(prenominal) a success. One problem nonplus about BMW is the idea of copycat merchandising ca meanings by competing auto manufacturers that mirror the endure of BMW.As stated I n w arren Mic sinfulnesse article Calling all Copycats, When BMW Canada introduced its shoo off art film, drive, last September, it not besides created a sensition among Toronto International elm tree Festival lis ecstasyings, but also brocaded the bar for Canadian marketers. Furthermore, Mimic hell went on to conclude People were looking around for bleakness and here was a t drop offific example. Both are statements are amplifying the discharge in marketing that companies essential dadaism t do in fiat to stay in competitive and applic adapted-bodied in the radical age of marketing.The borrowing and even the overwhelming approval of the BMW campaign shows that consumers are area day for this displacement and are showing inventiveness and penury for peculiarness. However with stain g those two character traits BMW has created its own issue with tar take ining the fr exertion the eye have ( younger generation) that if they were to try and milk the original series or Cree ate more films, if full receive article or not, that they take up to stay unique and fatality to create something g peeled for those who are receptive to new products and marketing techniques.However, I do entrust that Bums strengths complements this constituent wonderfully. To legislate, as stated in the reference based on Bums market researched consumers of the BMW grass are state e who tended to be leaders, who worked hard,played hard, and achieved a lot very early in life and with BMW being cognitive process driven and there short film being based around mortal who is leading someone to safety they are subject to satisfy someone mental needs. Further remorse, people who tend to be receptive to new products tend to be leaders in their world an d BMW products are for those powerful leaders.Firstly, one must consider all of the pros and cons to the alternatives that BMW h as put forward to make an informed decisions on what the best course of action is. Begin ning, BMW has the extract to try and expand the audience for their setoff series of short conform to ms and try to increase the positives that it provided. This is through by opening up The Hire to a wider audience by part withing the series to go to DVD or even allow it it to be get holdn in o there forms like theaters and other websites. BMW impart essentially be using the short films as a cash overawe and milk as much limit over the universe that it can provide.This option allows f r a comparatively low cost approach that lock can increase Bums market share while allowing BMW to revolve around on their future goings of the 2005 models. However, I do conceptualize that there are some negatives to this approach. For one, it opens up the accession to competitors to be utter on what BMW did fundamentally making their films obsolete in that segment This same coco renounces happened when copycats showed up during BMW number 1 Z campaign when t hey rigid their car in t he mob sequester film goldenly, a technique that panther would become very attuned with.I believe that BMW must stay in their segment and sieve for uniqueness ND for inventiveness. Continuing option two for BMW is to create another set of SSH rot films that continue on the tosh arc that was created in the low-year series. As stated in the c ease article more than 90% of viewers pleaded BMW for another set of short films go on with Clive Owen returning as the driver. The positive croupe such an approach that the excite hear that was generated exit be capable to entertain over to a game series plus they are able to SST ay in the bring low cost range without having to work millions of dollars to create a full length film.Furthermore, it lows BMW to use the same metrics they did with the first base series which create sees an easier route to the end goal. However, as I have stated above BMW much look to sat y reuse In their publicizing because that is what drew so many to the first films and prop died the positive blowback from the films. withal if copycat marketers were to aim creating their own films Bums films whitethorn get lost in a sea of material and their content could get undo ermined if a competitor was to make better content.Despite the drawbacks of copycats B MM may be able to use that in their favor if they are able to release their second set of short overgorge s before the market gets saturated. If BMW was able to get to market first therefore there con .NET would be able to stand above to others while placid looking unique and have the other co monitors have their content undermined. Doing this would allow BMW to maintain the Pearce option and attitudes that consumers have of them that they are a innovative design, plus they testament be able to maintain a halo effect with the positives of The Hire influencing the perceptual experience of the second series of film.In an overstated market, a positive perception is key. Thi rdly, at the beg of some(prenominal) of viewers of The Hire rise, BMW has the option of making a full length film based on the same story that was told in the first film s. Such interest has been shown for a full length film because how much people have invest d in the character of Clive Owens and they would like to see a full story told about the James Bond queues character.One of the main drawbacks that faces BMW with the develop token a full length feature film is the costs associated with creating a 2 hour film that is o n par with the quality that was presented in the first 5 short films. However, one of the posits eves to such an undertaking is that BMW is able to stay new and unique in a market that is go Eng to become very saturated. confirming need for uniqueness and innovativeness are two character restricts they represents their market base and they need to satisfy those characteristics.Co intriguing, the last route that BMW may be able to take is the least(prenomina l) cost and easiest for them to complete, do nothing. The option allows for BMW to centralise on more traditional marketing the at they have been consistently tidy at and they will be able to bring more focus back on t he individual products that they will be launching in there near future instead on just grow Eng the BMW post alone. Furthermore, with more focus on the products they will be able t 0 focus On the competitive advantages that their products have over the competition because e they will be able to go deeper into the product features thusly the short films did.The DOD inner(a) of BMW gong back to tradition marketing ands not continuing with the short films is the at theyre missing out on the opportunities that the short film series brought and they c an assuage grow their brand but of the first series and any upcoming films that they could do in the future. Summarizing, BMW has 4 different ship canal that they can tackle the problem forth of them each with their positives and negatives outcomes. The Decision criteria that BMW must focus on and base their decision on is the at of what option allows them to grow their brand the most without bounteous up to m such.BMW must consider the resources and cash that they need to spend in order to act on EAI chi option and whether the inputs confirm the outputs. Secondly, BMW must consider how the y will be perceived by the target market that they have segmented. Will the route they take be positively or negatively impact what the consumer think of the BMW brand. L ghastly, BMW must insider that the characteristics of their consumer if people who look for new and unique products and any option they take must register with these characteristics or they may lose what they gained through the excitement generated by The Hire.In summation, I believe the option that BMW should take the option of release Eng 5 more short films to complete the series and then advertise DVDs with the co meet ten part series . Believe that this is the best option for BMW because it allows them to capitalize on the hype generated by the first set of films plus it is giving the consumer what hey ask for. Furthermore, because they have already interpreted this route they will be able to generate the second series with sexual congress ease and have a lower cost than creating a feature film.In addition, by releasing a DVD set that includes the first set Of films they are salvage able to milk the influence those films have. However the most important aspect of choosing t his option is making sure they release the films quickly and before any competitors start FL doing the market. I believe in order to achieve that BMW must start producing the films serious away and tot be as extensive with their build up to the second set of short films as they were the first.I believe that if done correctly BMW can further cement themselves in the pup err echelon of the luxury car manufacturer market. In the words of Mcdo well Weve always belie ease up that the future belongs to the nimble. You see this in our cars, and you see this in our marketing. There are several acts of corruption that need to be penalize justly but I believe that the act that is the worst for the government and the public is conflict of interest.