CONQUERING A NEW CUSTOMER SEGMENT : INNOVATIVE MEDIA CONCEPT FOR THE PRE-LAUNCH COMMUNICATION OF THE NEW BMW 2 SERIES ACTIVE TOURER

Abstract: The BMW 2 Series Active Tourer is a brand new car concept for the company and will be launched in Sweden at the end of September 2014. It will compete in the compact MPV (Multi Purpose Vehicles) segment with established competitors like the Mercedes Benz BClass. Therefore, BMW Sweden has the goal to win new customers and unknown target groups, in order to conquer the market. To support BMW in this matter, this research shows systematically, who the new customers are, what they prefer, how they consume media and which communication concept will be the most effective one. The potential customers are divided into two target groups, one can be described as young, active families with one or two children and a high interest in outdoor activities. The other target group is defined as an elderly, retired but also very active couple, where the children moved out already and the free time is spent wisely in the nature, working in the garden or taking care of the dog. Besides the knowledge about preferences and demands of the target group, the right timing and effective media channels provide the key to a successful marketing campaign. Unfortunately, the timing was preset on the summer holiday period. Thus the right channels for these new circumstances had to be defined and the empirical research of this thesis delivered this definition. The final answer to the research question is given by the creative concept: The best way to communicate the new BMW 2 Series Active Tourer to the target groups “Livliga familj” and “Rörliga paret” is the interactive and innovative BMW ActivityGenerator. It’s the perfect support for the active lifestyle of the potential customers and provides them a real benefit in everyday life. The advertising for the AT is smoothly integrated and the concept is adaptable to all channels, which were identified as most effective during the campaign period.