INTRODUCTION: 

Bayerische Motoren Werke AG in English: Bavarian Motor Works, commonly known as BMW, is a German automobile, motorcycle and engine manufacturing company established in 1917. BMW is headquarter is in Munich, Bavaria, Germany. It also owns and produces the Mini marque, and is the owner of Rolls-Royce Motor Cars. 

 IMC TOOLS OF BMW:

 IMC is being recognized as business process that helps companies to identify  the most appropriate and effective for communication and building relationship with customer and stakeholders. There are six tools those are used by BMW, they are:

1. ADVERTISING 

2. INTERNET/ INTERACTIVE MARKETING 

3. DIRECT MARKETING 

4. SALES PROMOTION 

5. PUBLICITY/ PUBLIC RELATION

6. PERSONAL SELLING

BMW, as well as, any other business entity has to divide population into different categories according to a set of certain criteria and develop products and services that are particularly attractive to this specific group.BMW uses three steps for targeting which are market segmentation. BMW finds information by looking at Geographic, Demographic and Psychological which helps them to target the market more effectively.

DEMOGRAPHIC SEGMENTATION	GEOGRAPHIC SEGMENTATION	PSYCHOGRAPHIC SEGMENTATION
·         Age: 30-50, ·         Income: $100000+ ·         Loyalty Degree: High ·         Education: Educated ·         Gender: Male (63%)/ Female (37%) ·         Occupation: Business man, High level employees, Students.	·         Country: Worldwide(specially in developed country) ·         Region: Urban ·         Cities: Major Cities	·         Lifestyle:  Succeeder  ·         Attitude: Car Enthusiastic  ·         Personality: Classy, Passionate, Trendy

1. ADVERTISING:

The goal of advertising is to boost the business's bottom line. Advertising achieves this objective in direct, yet often subtle ways. For instance, one technique of advertising is instilling a sense of inadequacy in the consumer that can only be rectified when he purchases the company's good or service. Advertising instills a sense of brand loyalty.

(i)                 TVC:

Television is one of the most common platforms for getting towards the brand. So does BMW make TV advertisements to generate brand awareness and to meet the various needs of the same target.

(ii)                 OUTDOOR ADVERTISING:

BMW have outdoor advertising in many location throughout the world in major cities, highways, shops, skyscrapers etc. Outdoor advertising targets the mass market.

(iii)                 MAGAZINE AND NEWSPAPER AD:

They give regular ad on newspaper and magazin. To let their customers know about their new machines. From the very beginning BMW is active in giving ads on magazine and newspaper.

2. INTERNET/ INTERACTIVE MARKETING:

BMW uses internet marketing to promote their machines. They do advertisements in social media like Facebook, Tweeter, Instagram, Youtube and their websites.BMW has incorporated their websites as part of their overall media mix. They promotes core brand values and company’s heritage, provides information about products and services, also provide special features through which customer can customize their own car as per theirs choice. BMW has another special feature on website is BMWTV. Its have all the recent campaign and TVC.

LINKS: https://www.facebook.com/BMW

              https://instagram.com/bmw

             https://www.youtube.com/user/BMW

             http://www.bmw.com/com/en/

3. DIRECT MARKETING:

BMW use direct marketing in many ways. BMW has done adding direct mail to the comprehensive push for its first four-door coupe, the 6 Series Gran Coupe, likely to pique the interest of affluent consumers who prefer print over digital marketing channels. Another brilliant  direct marketing was BMW literally sent in market customers and prospects a piece of the race track during a recent integrated marketing campaign.

4. SALES PROMOTION:

BMW has been offering very subsidized loan, often with interest rates of 0.9% or 1.9% to make it easier to pay down equity in hurry and also make some promotion is special occasion.

5. PR EVENTS/ PUBLICITY:

BMW focuses on PR events a lot. They sponsor event like live music shows, award shows, Olympic and participate cross rally, auto shows etc. In which they invent their stakeholders and loyal customers. On of their different PR event done through a flash mob which goes viral through medias.

THESIS AND MY OPINION:

Integrated marketing communications is an approach to planning communications that gives your small business the potential to get better results from your campaigns and reduce marketing costs. To cope up with the competitors must use proper IMC and use state of the art technologies to attract their target market.  BMW is part of the "German Big 3" luxury automakers, along with Audi and Mercedes-Benz, which are the three bestselling premium automakers in the world. Thus make Audi and Mercedes Benz the big competitor of BMW. BMW focuses on billboards, social media, websites, newspaper and magazines advertisements to make the consumer emotionally  attach to BMW a luxury brand. Interactive and direct marketing are done in websites, showroom, auto shows, Facebook etc. They are present in all type of IMC campaign a company need to be make their customers feel special about their brand. With the combination of factors BMW have a good niche market in the automobile market. 

"SHEER DRIVING PLEASURE."

REFRENCE: 

http://www.bmw.com/com/en/
 https://www.facebook.com/BMW