StrategicMarketingSuccessMINIStrategicMarketingSuccessMIN12001-BestoftheBest:MINI-MostFun—AutoWeekMagazine

2001-CaroftheYear—CarMagazine

2001-BestoftheBest:MINI-M22002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine

2002-GrandPrixAward32003-NorthAmericanCaroftheYear—CaroftheYearAwards

2003-SportingCaroftheYear—AutoExpress2003-NorthAmericanCarofthe4HistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFutureHistoryinaMINI(ute)Rebuild5a某汽車MINI汽車marketing（英文版）課件6a某汽車MINI汽車marketing（英文版）課件7MINIProductLifeCycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(`000)MINIProductLifeCycle05010018TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulldogIndividualityInspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandnameDrivingexperienceSafetystandardsTurningtheCornerServicesInta9Let’sMessWithPerfection!Let’sMessWithPerfection!10EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINED

EYE-CATCHING11Let’sEvolve!

“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.

Autocar,Britain’sbesthothatch,May2002

Let’sEvolve!

“Andthenther12a某汽車MINI汽車marketing（英文版）課件13

ExclusiveAvailableLowHighPricepositioningBrandpositioning

ExclusiveAvailableLowHighPric14ExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesAdvertisingPromotionWarrantyExistingExistingNewNewMarketsP15Let’sMotor!Let’sMotor!16a某汽車MINI汽車marketing（英文版）課件17Let’sGoonTour!Let’sGoonTour!18a某汽車MINI汽車marketing（英文版）課件19It’sLove.It’sLove.20PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8PercentageofBMWSalesbyMod21HistoryinaMINI(ute)RebuildMINIGoGlobalHistoryinaMINI(ute)Rebuild22FUTUREFUTURE23Let’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutlegacies.Let’sshowsomepride.Let’sbetheproductofgoodgenes.Let’sinheritDad’seyesandMom’sbonnet.Let’srememberwhogotushere.Let’sinspiregenerationstocome.Let’scontinueinthefootstepsof

SirAlecIssigonisandJohnCooper.Let’sMOTOR!Let’sRepeatHistory.Let’ssta24演講完畢，謝謝觀看！演講完畢，謝謝觀看！25StrategicMarketingSuccessMINIStrategicMarketingSuccessMIN262001-BestoftheBest:MINI-MostFun—AutoWeekMagazine

2001-CaroftheYear—CarMagazine

2001-BestoftheBest:MINI-M272002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine

2002-GrandPrixAward282003-NorthAmericanCaroftheYear—CaroftheYearAwards

2003-SportingCaroftheYear—AutoExpress2003-NorthAmericanCarofthe29HistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFutureHistoryinaMINI(ute)Rebuild30a某汽車MINI汽車marketing（英文版）課件31a某汽車MINI汽車marketing（英文版）課件32MINIProductLifeCycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(`000)MINIProductLifeCycle050100133TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulldogIndividualityInspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandnameDrivingexperienceSafetystandardsTurningtheCornerServicesInta34Let’sMessWithPerfection!Let’sMessWithPerfection!35EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINED

EYE-CATCHING36Let’sEvolve!

“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.

Autocar,Britain’sbesthothatch,May2002

Let’sEvolve!

“Andthenther37a某汽車MINI汽車marketing（英文版）課件38

ExclusiveAvailableLowHighPricepositioningBrandpositioning

ExclusiveAvailableLowHighPric39ExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesAdvertisingPromotionWarrantyExistingExistingNewNewMarketsP40Let’sMotor!Let’sMotor!41a某汽車MINI汽車marketing（英文版）課件42Let’sGoonTour!Let’sGoonTour!43a某汽車MINI汽車marketing（英文版）課件44It’sLove.It’sLove.45PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8PercentageofBMWSalesbyMod46HistoryinaMINI(ute)RebuildMINIGoGlobalHistoryinaMINI(ute)Rebuild47FUTUREFUTURE48Let’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutlegacies.Let’sshowsomepride.