Operations management and marketing at BMW Cars Company and Jaguar Cars CompanyBranding strategyBranding strategy at BMW Cars Company is divided into brand essence, brand roots, brand experience, brand identity, brand values, brand gestalt and brand communities (Masi & Weidner, 1995). Brand essence of BMW is “Never build a boring BMW”. This helps to bring together everyone on the firm’s mission. The brand has positioned itself globally as “the joy of driving”. The brand roots of BMW is underpinned by its drive for high quality that has seen get recognized for many years as a representative of engineering excellence and as a sporting heritage (Joshi, 2005).
BMW started to find its brand identity 1961 when it introduced BMW 1500 which enabled it to strike a balance between product development and engineering on one hand and brand and marketing management on the other hand (Porter, 1998b). The BMW brand identity is tied to the experience of driving the machine. The company believes strongly in the importance of product consistency. The firm associates itself with art world. The brand styling is carefully incorporated in the entire spectrum of dealer and customer materials.
The core brand values of BMW are quality, technology, performance and exclusivity. Brand gestalt at BMEW ensures its cars are smarter year in year out. BMW brand communities include very loyal and active national and international BMW owners’ clubs both for cars and motorcycles. Unlike branding strategy at BMW, Jaguar Cars Company branding strategy is divided into four components: Mission, Brand essence, and communications strategy and campaign tagline. The mission part of the brand is creation of beautiful fast cars while brand essence is a racing heart.
The communication strategy employed to promote the brand is positioning jaguar as a new fashioned luxury while its tagline is “this is the new jaguar”. This brand strategy helps the company to adhere to its brand values and to differentiate it from its competitors. It also guides the company in the creation of unique communication which positions jaguar as a sports car company which is uniquely thrilling and luxurious. The communications strategy employed by the company help it to communicate jaguar as a brand which is design led luxury brand in the modern luxury world of intelligence, innovation and imagination.
It also helps in making the brand’s messages to be compelling and relevant to the targeted audience. The campaign tagline enables the company to get active reappraisal of the brand by the customers, to announce the relevance of jaguar, to introduce new product and innovations in addition to making it memorable and repeatable among consumers. Distribution strategyPattern distribution for BMW involves manufacturers, dealers and consumers. The firm uses superior market dealership and imports for non dealer networked countries they have four manufacturing plants in the UK.
The firm has over 156 dealers in UK who are franchised to sell BMW cars and has over 4,000 dealers worldwide in over 100 different countries. These dealers sell both new and used cars in addition selling parts and after sales service products for the firm. The dealer network of BMW is strong and it has control over distribution which enables it to have effective market segmentation, high standard after sales service and efficient brand building.