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Marketing Plan 2013
Mini Cooper
Operational Marketing
MSc Marketing
Nov-22-2012
T2245816
N0466534
N0418996
N0406526
N0380947
Jing Lu (Laura)
Irina Andreea Moise
Padnaree Somsuksawad (Poi)
Satita Srisahakarn (Lily)
Yue Su
Outline
- Background of Mini Cooper
- Competition and Market share
- Vision, Mission and Objective
- SWOT analysis and STP strategy of MINI Cooper
- Marketing strategies of MINI Cooper
- Reinforce brand image campaign
- Conclusion
Company Background
- MINI was born in 1959 in United Kingdom and became an
independent brand of BMW group in 1994 by SIR Alec
Issigonis
- Modern Mini Cooper introduced in 2001 with three engine
options.
- Different styles of wheels, colors and a convertible top
option
(BMW Group, 2009)
Competitors and Market share
Vision and Mission
Vision
- Uniqueness through diversity
- Leadership
- Taking Risk
- Courteous
• Mission
“The MINI brand wins hearts and turns heads. MINI is
refreshingly different: extroverted, spontaneous and in every
respect something out of the ordinary”.
(Mission Statement, Headquarters & Founders Facts About BMW Group Auto Makers: 2011)
Objectives
 Increasing the market share in United Kingdom market by
approximately 5%
 Improving 10% of the productivity by implementing a training
program (internal resources development such as employee)
in United Kingdom
 Achieving 50% customer awareness of our brand in target
market in United Kingdom
For this one year marketing plan that starts in January 2013,
in United Kingdom, the expected budget is 30% of 2012 sales
Market Audit
SWOT Analysis
Company
Strength
Weakness
BMW MINI




Unique design and image in
the minds of customers
Multiple customizable
options available
Fuel efficient

A part of this strategy plan is to focus on
Opportunities:
the strengths of the brand, promote them
•
campaign.
Increasing the market share in 12
months objective
and make customer aware of them by
creating the ‘reinforcing’ brand image
Strong competition in the
compact car segment has
declined its market share as
well as unique appeal
The higher price because
Mini is the premium car
brand

Positioning the brand as a premium
brand fact that justifies the higher
price
Market Audit
STP Analysis
Segmentation
Target
Position
“People looking
for compact,
small cars
specially women”.
“People looking
for fun,
adventure and
mobility with
ease of driving”.
“British iconic
brand with classic
styling”.
Shaikh (2012)
Shaikh (2012)
Shaikh (2012)
Market Audit
STP Analysis/ Positioning
Brassington F, Pettitt S. 2006. Principles of Marketing. 4th edition. Pearson.
Marketing growth strategy
Market penetration
- Reinforcing brand image
- Keeping the current prices
- Positioning as a premium brand
- Creating a brand image advertising campaign
Porter`s generic strategies
Differentiation strategy
- Best value: Customizability (wide variety of options)
Fuel efficiency
- Outstanding customer service:
Improved customer service (process) by implementing the
training program in terms of HR (employees offering, reliability,
competence and proficiency in a friendly and quick response
time manner).
Marketing Mix
Product
-Premium car in a small car industry
-Fuel efficient car
- The different design represented by a classic style and modern
interpretation
- Limited edition (like special color and special pattern) for
special festivals such as Volunteers’ day and Christmas day
- MINI has been designed with the idea of an optimal recycling
10% of the plastic components are made with recycled material
Marketing Mix
Price
- High price in a small car industry
- Wide price range to different customers (£16,000~35,000)
Marketing Mix
Place
- MINI showrooms
- MINI dealer shop
- BMW showrooms
- The motor events such as motor expo.
Marketing Mix
Promotion
- The advertising on TV and cinema
-The activity on the website as customers can design their own
car style using a creative tool
- The membership for the Mini Fan Club ( keeping the customers
connected and expand the news and promotions for them;
gathering them together for different entertaining activities)
- 5% discount for interior accessories when paying all of the
amount in once
Marketing Mix
Promotion
Marketing Mix
Promotion
One example of MINI Cooper’s TV advertisement showing one of
the benefits of a small car like MINI.
http://www.youtube.com/watch?v=chHpV2Hlt-k
Reinforce brand image campaign
- Reinforce the brand image- the concept of Fun, Style and
Individuality (Differentiate potential Mini drivers from “other”
drivers. Help them see themselves as better, kinder, more
creative and fun-loving. That’s why they like a Mini)
- Current prices( maintain prices but respond with non-price
counter-attack- justify prices with advertising or enhanced
service)
- Positioning as a premium brand with that has as a competitive
advantage the fuel efficiency and customizability
Conclusion
To conclude, this marketing plan targets the United
Kingdom market, using the Market Penetration
strategy. The main objective over one year period is to
increase the market share and to increase the
customers awareness of the brand. These objectives
can be achieved by using marketing mix strategy and
reinforce brand image campaign.
We recommend that MINI Cooper should consider
repositioning its brand in the long-term development.
References
BMW GROUP, 2009. 1959 – 2009. Fifty Years of MINI. Germany: MINI media
information.
SHAIKH, I., 2012. Available in www.mbaskool.com/brandguide/automobiles/4478mini-cooper.html . Access on 07/11/12.
SRIBNYAK, O., 2012. Mini Cooper: Current Marketing Strategy, Digital Marketing
Approach. The Brand & Ethical Values.
KALLAYAKAN, P., 2010. Product strategy. Available in
http://kallayakan.blogspot.co.uk/2010/07/mini-coopers-product-line.html. Access
in 09/11/12.
OXBRIDGE WRITERS, 2012. Pestle analysis for an automobile company. Available in
www.oxbridgewriters.com/essays/management/pastle-analysis-for-an-automobilecompany.php . Access in 07/11/12
RASMUS, R., 2010. Valuation of BMW: finance and strategic analysis. Department
of business studies. 3rd of May.
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