Home >> Marketing >> Article

Word of mouth - our biggest differentiator: Christian Saffer, BMW India

28-November-2011
Font Size   16
Word of mouth - our biggest differentiator: Christian Saffer, BMW India

Spreading joy amongst the rich people of a country which has the 3rd highest number of billionaires in the world is BMW India. In just 5 years, the World’s No.1 Luxury car brand has spread its wings across the length and breadth of the country with 40 touch points. Decoding Indian Luxury Market in BMW way was Christian Saffer, Marketing Director, BMW India, speaking at the Delhi leg of Pitch CMO Summit 2011.

Christian began his address by sharing impressive data on the growth of BMW in India, a testimony to the fact that Indians are not behind any other country when it comes to spending on luxury. From just 1300 in ’07 to 3000 in ’08 to 3600 in ’09 to whopping 6400 in 2010, BMW has seen double digit growth all these years. Supporting these numbers is also the fact that the number of Ultra Wealthy people in India are expected to rise from 62,000 in 2010 to 2, 22,000 by 2015.

No compromise on brand experience has been the reason behind this success, revealed Saffer mentioning, “We have expanded pan India to create more and more touch points for our consumers to let them experience the brand firsthand. Be it our showroom in Surat or Delhi, there is no compromise on the quality of services and experience. We are committed to delivering joy to our consumers and that’s what makes BMW the No.1 premium car brand in the world and in India.”

Christian however, agreed to the fact that people are not buying the car in India based on its performance or the technical marvel, but more because of the halo associated with the brand. “We have established the brand in India. Our endeavours now will be to let our users have deep knowledge about the car and the sheer pleasure associated with it,” pondered Christian.

When it comes to communication, BMW has clearly taken an edge in terms of connecting with its fans by making more and more use of on-ground events - be it new car launches, golf tournaments or in-showroom activities attended by more than 15,000 people. The brand has also taken a lead in connecting with the youth, organizing special shows just for them. Sharing the idea behind these activities, Saffer explained, “We don’t make cars, we make joy and we want to take this experience of joy to all our loyalists. Youth is very important for us as they are the future buyers. Innovation is our backbone whether in our machines or our communication. Word of mouth is the biggest differentiator for us but we make sure we don’t limit ourselves to only TV and print and take our message out through OOH and digital too. Our Golf Cup International is a coveted event amongst Golfers in India. Our launch events are spectacular and mesmerizing again holding true to our promise of delivering an unmatchable experience.”

Christian enthralled the audience at Pitch CMO summit showcasing breath taking audio visuals from some of the launch events of BMW cars in India. He concluded, “The Joy we give to our consumers is future proof and independent of any complexities in the market. A BMW aspirant will always become a BMW owner sooner or later. The joy of ownership of BMW is symbolic of the joy of life, True values, progress, success, beautiful things, design, performance, power and of course driving!”

 

Tags e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye