BMW comes back to Super Bowl

BMW is returning to the Super Bowl after 10 years, as it enters one of the busiest periods of new model and product launches in its history. Stacey Morris, marketing communications manager at BMW, says "we're in the window of our biggest launch period in history and the Super Bowl gives us the stage to make that big impact". BMW returning to the Super Bowl after 10 years is a sign that its committing to heavily reinvesting in advertising ahead of its mix of new car launches. BMW's Super Bowl spots are expected to feature its all-new 6-Series, 5-Series, X3 Crossover and its upcoming Active E electric vehicle.

Segmenting and Targeting Markets

BMW uses three steps for targeting which are market segmentation, target choice and product positioning. When using segmentation, BMW finds information by looking at geographic, demographic, behavioural, socioeconomic, beneficial characteristics of society which helps them to target the market more effectively. The demographics of people who are able to purchase a BMW are men and women aged 30-50 years old. Behaviourally, these people have a successful image in their mind before buying a car. Geographically, the main markets for BMW where they are doing more than 65% of sales are Europe and North America because these areas are both heavily industrialized locations which means that residents arefinancially positioned to by their cars.