Harvard Case: Launching The Bmw Z3 Roadster
Harvard Case: Launching the BMW Z3 Roadster
James McDowell, vice president of marketing at BMW North America, Inc. must design Phase II communication strategies for the launch of the new BMW Z3 roadster. The program follows an “out-of-the-box’ pre-launch campaign centered on the placement of the product in the November 1996 James Bond movie, Golden Eye, and including other “non-traditional” elements such as a product appearance on Jay Leno’s Tonight show, an offering of a James Bond Edition Roadster in the Neiman Marcus Christmas Catalog, and large scale public relations activities. McDowell must assess the effectiveness of the pre-launch activities and design marketing tactics that can sustain product excitement until product availability in March.
The Z3 case provides a stimulating overview of how creative ideas can influence a new product launch. It illustrates the role of cross-promotions and movie product placements within the marketing mix, as well as their role......
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Approximate Word Count: 1183
Approximate Pages: 5 (250 words per double-spaced page)
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Harvard Case: Launching The Bmw Z3 Roadster
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Roadster James McDowell, vice president of marketing at BMW North America, Inc. ...
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