Table of content

Page. no

1. Introduction

2. Product

2.1. 2.2. 3. Price 4. Place

Engine Design

4 5 6 8

5. Promotion 6. Conclusion

9 9

7. References

10

Introduction
BMW is a company that manufactures luxury, high performance and well crafted cars.BMW is German based company. This German-based company is one of the worlds most respected automobile companies famous for sport utility vehicles and carfts luxury cars that offer higher level of driving enjoyment. BMW stands for Bavarian Motor Works or Bayerische Motoren Werke. In 1900s the BMW Company was launched in Munich as an aircraft manufacturer. BMW's logo has meaning that white propeller blades represent a blue sky - that was designed to reflect these origins. Its blue-and-white color scheme also references Bavaria's blue-andwhite checkered flag.

(http://www.nuvogroup.com.au/pages.php?pageid=201&cid=10)

In this assignment, I am going to discuss the BMW Z4 Roadster. I am going to discuss in detail how BMW Z4 Roadster delivers value to the customers by focusing on the 4Ps of marketing.

Product
Kottler defines the product as a need satisfying market offering. (Kottler, P., 2010, p. 15). BMW Z4Roadster is two-piece electro hydraulically retractable hardtop in lightweight aluminum shell construction. The RoadsterZ4 was designed by Chris Bangle who was a aircraft engineer. The hardtop opens and closes automatically in 20seconds. This model has an exclusive ambience and optimized all round visibility with a high quality interior lining, exterior look of the car and heated glass windows at the rear. In this car there is a wide range of storage options within the passenger compartment including a lot of storage compartment behind the seats. On the dashboard folding 8.8-inch touch display with high-resolution graphic presentation and an optimized menu structure. Enhanced navigation system for planning trips, presenting maps and entering destinations with advanced technology. There is an optional extended audio system with hard disc memory. Different colors are available in this model. Top speed of the Z4 is 250kmph. This modern designed engine has great capacity and provides the users with a good experience. Below description provides an abstract view of the engine capacity. Engines: BMW Z4 sDrive35i: Straight-six gasoline engine with Twin Turbo and direct fuel injection

(High Precision Injection) Capacity: 2,979 cc, max output: 300 hp at 5,800 rpm, Max torque: 300 lb-ft from 1,4005,000 rpm Acceleration 060 mph: 5.1 sec

(Seven-speed sport automatic with double clutch: 5.0 sec) Top speed: 130 mph (150 mph with Sport Package) (electronically limited) CO2 emissions to EU standard: 219 g (210 g)/km. BMW Z4 sDrive30i: Straight-six gasoline engine with magnesium/aluminum composite crankcase, VALVETRONIC and double-VANOS Capacity: 2,996 cc, max output: 255 hp at 6,600 rpm, Max torque: 220 lb-ft at 2,600 rpm Acceleration 060 mph: 5.6 sec (sport automatic: 6.0 sec) Top speed: 150 mph (with Sport Package) (electronically limited) CO2 emissions to EU standard: 199 g (195 g)/km.

( http://www.autospies.com/images/users/Agent001/2009_Z4_Roadster_Release.pdf)

(http://www.usautoparts.net/bmw/models/z4/engines.htm)

Design: The BMW Z4 Roadster looks very huge, upright BMW kidney grill, wide air intake from the two grills, the dual round headlights and logo of the BMW above the two grills. The grills at the side are attached with their integrated LED direction indicators. The left and right of the steering wheel incorporate the controls for the lights, air conditioning and audio system. It has 18inch alloy wheels. The standard seats are featured with high-quality Kansas leather in a choice of three colors. A fourth choice, Ivory White Nappa leather. Z4 paintwork is made up of no less than nine color tones.

(http://www.cardesignnews.com.au)

The engine is designed to provide greater power and performance. The fuel efficiency and performance of the car will attract more customers which are designed using the BMW Efficient Dynamics engineering strategy where the two engines of the inline six engines exhibit refinement and fast revving response. This model has a 6speed manual gearbox. Manual gearshift is small when compare to all other existing models. This inline-6 engine features twin turbo chargers, High Precision Injection and an all-aluminum crankcase. The usage of two turbo chargers instead of one provides maximum torque and higher acceleration. The design provides the users with automated indicators such as level of oil, tyre pressure indication and basic maintenance tasks.

Price
Price determines the quality of a product. So, deciding and fixing any price for a product is very important in order that the product gets the required profit as well as is affordable for the customers. This model was first introduced in Paris auto show and went on sale in same year. Z4 model is totally upgraded to previous model z3. Below tables provides a view of price comparison of different segments.

Year 2011

Variant sDRIVE23i

Series E89

Body style 2D

Transmission 6 SP

Price from $86,200*

2011

sDRIVE23i

MY11 E89 MY11 E89 MY11 E89 MY11 E89 MY11 E89 MY11 E89 MY11

ROADSTER 2D ROADSTER 2D ROADSTER 2D ROADSTER 2D ROADSTER 2D ROADSTER 2D ROADSTER

2011

sDRIVE30i

2011 2011 2011

sDRIVE30i sDRIVE35i sDRIVE35i

2011

sDRIVE35is

MANUAL 6 SP AUTOMATIC STEPTRONIC 6 SP AUTOMATIC STEPTRONIC 6 SP MANUAL 6 SP MANUAL 7 SP AUTO DIRECT SHIFT 7 SP AUTO DIRECT SHIFT

$89,500*

$101,400*

$98,100* $116,900* $120,400*

$129,900*

From above figure we can conclude that the minimum price of BMW Z4 roadster is $86,200*. This type of sport segment cars cannot be affordable by everyone. The price of BMW Z4 roadster is high because of its performance, speed, look of its body and assembles of the engine. When compare to other coupe models like Nissan GTR, Audi R8, Porsche and Benz. The price of this model is comparatively neutral.
YEAR VARIANT SERIES BODY STYLE TRANSMISSION PRICE FROM

Place
A car manufacture company is complicated by market trends, competitors, including supply chain, sales markets and production sites. So a company launches new model to provide new functions for customers like sports utility. BMW produces cars in different countries like Germany, the United Kingdom, the United States, and South Africa, and its external partner, MagnaSteyr, has a plant in Austria to. Moreover, it manufactures engines at four other sites, and completely knocked down (CKD) assembly takes place at six sites. There was only 3% production in the year 2006. BMW is the leader in New Zealands luxury car market having a 24.5% of market share. Some of the new cars were launched to improve the company strategy were mini cooper, new BMW 3series compact, new BMW 7series and Z4 Roadster. The company follow four core values to attract the customer are Technology, Quality, Performance and Exclusivity.
http://www.math.washington.edu/~billey/classes/honors.350/articles/Week.6.pdf

Promotion
Customers usually tend to buy a product because they remember some advertising message that had been exposed to them through several mediums such as television, radio and print advertising. BMW Company demonstrates the importance of Z4 model to the car lovers. The phrase of the company is beyond the banner seriously. In its ads the car drives out of the banner ad and around the sides of the browser window to show how much it loves corners. The company uses advertisements as a means of marketing. The promotion strategies are television advertisement, radio advertisement, through e-mails, brouchers and price lists, events and trade fairs and through internet online advertising. Nearly 85% of the customers uses internet before buying a BMW. The average customers of BMW are having a median income of about $150,000. Supertitial are the other type of advertising which can be any size on the computer screen and occupying less space. Featuring fulanimation, sound, graphics while having look through a Websites performance. Company introduced online ordering in the year 1998 to show the customers desired car on the screen and delivery date. Company collects the feedback from the customer to develop product. Other type of promotions are registration for test-drive, e-catalogue brochure, events, accessory offers, new car launch, concerts, musical and movies.
http://www.authorstream.com/Presentation/Amitasen-242005-marketing-bmw-education-pptpowerpoint/

Conclusion
Car owners are likely make their decisions based on performance, speed, look of car and how the model is advanced with the updated technology. BMW provide the car owner with incredible value and satisfaction to customer. Company provides full maintaince, roadside assistance. This maintaince program include service to vehicle like change of break pads, oil change and other general works up to four years. This is the only company which offers four years service plan when compare to other companies.

References

http://www.authorstream.com/presentation/Amitasen-242005-marketing-bmw-education-pptpowerpoint/ http://www.autospies.com/images/users/Agent001/2009_Z4_Roadster_Release.pdf
http://www.math.washington.edu/billey/classes/honors.350/articles/Week.6.pdf http://www.nuvogroup.com.au/pages.php?pageid=201&cid=10 http://www.usautoparts.net/bmw/models/z4/engines.htm http://www.cardesignnews.com

Kottler, P. (2010). Marketing: 8e. Frenchs Forest, NSW, Australia: Pearson Education www.bmw.com.au