“Our marketing approach is to surprise people”

Dr Andreas Schaaf, Prez, BMW Grp India talks about the co.’s daring communication strategy that does not follow the traditional route

by exchange4media Staff
Published - Jun 7, 2012 8:02 PM Updated: Jun 7, 2012 8:02 PM
“Our marketing approach is to surprise people”

Dr Andreas Schaaf, President, BMW Group India is upbeat about the company’s future in India. He spoke to exchange4media about the company’s marketing plans at the launch of Mini, which has just hit the roads.

India focus
India is the biggest growth engine for BMW. “India is a top priority as it is a market with a great future,” said Dr Schaaf. He further said that India is a volatile market but the fluctuations in the economy have been realistic.

With the recent sweeping hike in fuel prices, is this the right time to launch a car in the market? Dr Schaaf is of the view that regardless of the economic situation, the company would find customers as it is a niche player.

Communication strategy
“Our communication strategy is based on a marketing approach that does not follow the traditional route, but is very different and daring. The whole idea is to surprise people,” he shared.

The company plans to concentrate on BTL activities to market the Mini. It is doing “crazy stuff” that will surprise people. Innovations such as the Mini on a swing, on a beach (Goa), or floating on a lake (Greater Noida) are in the pipeline.

There are events planned too that include motor sports, fashion shows, etc. All of this is linked to the personality of the Mini, which is a way of life – open and full of zest, elaborated Dr Schaaf.

Apart from BTL initiatives, the digital medium is also being explored to create a buzz about Mini. The company is very active on social media. It has garnered 1.5 lakh fans on Facebook in a span of five months. “There is huge excitement about the brand on Facebook,” said Dr Schaaf.

An India-specific activity is a Bollywood movie that is in the pipeline; it has Saif Ali Khan driving a Mini.

The TG is the young Indian or those who are young at heart – 24 to 40 year olds who are very urban with high incomes and a strong western influence.

As for competition, there is no other car at this price and with these features in India, claimed Dr Schaaf.

BMW is expecting a 10 to 20 per cent growth this year in India.

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