Launching the BMW Z3 Roadster. An HBS Case

BMW Z3 is the first BMW car which is being manufactured in North America which has not been a very big market [roughly around 16%] for BMW because of the inability of the American customer to associate with a foreign brand. Therefore the sales and marketing approach of BMW Z3 will lay the foundations of the future of BMW brand in America. Their phase I was a success, and they had two months between the launch …showed first 75 words of 708 total…

…showed last 75 words of 708 total…be given t-shirts with the logo "I have driven BMW 3Z" to further increase the brand awareness and strengthen the IInd phase of branding. The car could also be taken out on long drives through the cities where there will be maximum visibility. The above brand campaigns will not be able to generate any leads in the present but will help in bringing twin advantage of brand recall and improving customer rating of the brand.