1.

BMW 7 Series
1. Demographics
Age (Generation): Baby Boomers – 1946 - 1964 (53 – 71 years old)
Income: The income should be P 4,138,774.15 ($82,495) a year or
P 344,897.85 ($6,874.58333) a month in order to buy a BMW 7 Series in just
one year.

Family Life Cycle: The person who already “Retired or in their Senior years”
of their life is usually the one that buy this series of BMW because it is made up
of leather material used on the seat and trim, larger space to comfortably seat
four adults and much high – tech than the other series that design especially
for an older person to make them comfortable.

2. Psychographic

VALs: Thinkers

Lifestyle: They are mature, responsible, well-educated professionals,

satisfied and reflective people who favor durability. Their leisure activities
center on their homes, but they are well informed about what goes on in the
world and are open to new ideas and social change. They have high incomes
but are practical consumers and rational decision makers.
Motivations: The ‘thinkers’ is driven by knowledge and principles and the
high-resource group of those who are motivated primarily by ideals.

2. BMW X5 Series
1. Demographics
Age (Generation): Generation Y - (1992 – 2003)
Income: The income should be P 2,949,745.15 ($58,795) a year or
P 245,812.10 ($4 899.58333) a month in order to buy BMW X5 Series in just
one year.

Family Life Cycle: The people who is ‘Independent’ in their life.

2. Psychographic

VALs: Experiencers

Lifestyle: They are the youngest of all the segments, with a median age of 25.
They have a lot of energy, which they pour into physical exercise and social
activities. They are avid consumers, spending heavily on clothing, fast-foods,
 music, and other youthful favorites, with particular emphasis on new
products and services.
Motivations: These consumers are the high-resource group of those who are
motivated by self-expression.

3. BMW X3 SUV
1. Demographics
Age (Generation): Generation X (1965 – 1981)
Income: The income should be P 2,056,970.00 ($41 000) a year or
P 171,414.33 ($3416.67) a month in order to buy a BMW X3 SUV in just one
year.

Family Life Cycle: This car is also called as sports activity vehicle. This is for
a family who likes activities such as biking, golf, and skiing.

2. Psychographic

VALs: Makers

Lifestyle: They are practical people who value self-sufficiency. They are
focused on the familiar - family, work, and physical recreation - and have
little interest in the broader world. As consumers, they appreciate practical
and functional products.
Motivations: These consumers are the low-resource group of those who are
motivated by self-expression.

4. BMW 6 Series
1. Demographics
Age (Generation): Generation X - (30+ years old)
Income: 70,000
Family Life Cycle: Parents with kids and high income
2. Psychographic
VALs: Achievers
Lifestyle: Achievers have goal-oriented lifestyles and a deep commitment to
career and family.
Their social lives reflect this focus and are structured around family, their
place of worship, and work.
 Motivations: The achievers are mainly motivated by ‘Achievements’. These
individuals want to excel at their job as well in their family. Thus they are
more likely to purchase a brand which has shown its success over time. The
achievers are said to be high resource consumers but at the same time, if any
brand is rising, they are more likely to adopt that brand faster.

5. What Market Targeting Strategies does BMW use?

The luxury car manufacturer segments its offerings by ‘Concentrated Targeting’ on
the basis of demographics, psychographics & behavioural factors.

A typical customer of BMW is the one in the mid age (35-50), is excelling in his/her
career, have a taste of aspirational products & values his own social status. The benefits
required by these people are superiority, performance, reliability & quality.

BMW targets customers from upper class social group as they are the people for
whom BMW will be affordable & moreover they will appreciate the masterpiece. The global
frontrunner, BMW has positioned itself as a symbol of quality, technologically advanced, high
performance & exclusive automobile brand.

6. Is BMW tagline “The Ultimate driving Machine” enough to position its

products in the market? Why or why not?

The tagline of BMW which is “The Ultimate driving Machine” is enough to position it
products in the market because they make cars for the customers lifestyle and ideology not
just making it for a profit but also thinking what their customers wants and needs.