BMW Brand in North America*

Abstract

Though the sale of the BMW branded vehicles in North America have been growing at a steady
pace, many industry-watchers felt that it was not as big a brand in North America as it is in
Europe. With market research data in 2005 suggesting that a very high proportion of people
buying luxury cars in the US did not even consider buying BMW, the company attempted to
reposition the brand to appeal to the 'creative class' rather than relying on its traditional
customer base consisting of 'yuppies'.

Issues:

» Socio-economic classification
» Social class
» Consumer behavior and marketing - market segmentation, targeting, promotion

Introduction

For the year 2007, BMW of North America LLC (BMW LLC), the North American arm of a
leading German luxury car manufacturer BMW AG, reported sales of 293,795 BMW branded
vehicles. This represented a growth of 7.1 percent compared to 2006. Even in 2006 the BMW
branded vehicles had posted a growth of 3 percent compared to 2005...

Haldiram's : The No1 Choice of Consumers*

Abstract

The caselet, Haldiram's: The No: 1 Choice of Consumers, explains how

Haldiram's, which markets snack products in India, became the primary
choice among Indian consumers. Haldiram's came out with different
products which suited the tastes of various ethnic and geographical groups.
The caselet deals with how the company used the 4Ps effectively to
influence consumer decision making.

Issues:

» Ways in which a company can influence consumer decision making

» Importance of the pricing strategy in the ready-to-eat snack market in
India
» The need to offer products which suit the tastes of a heterogeneous group

Key words:
Haldiram's, Packaging, Point of purchase (POP), Shelf life, Namkeens,
Product promotion, Niche market, Pricing strategy, Gift packs and
Indiatimes.com.

Low-cost Airlines : Taking Indian Aviation by Storm*

Abstract

The caselet, Haldiram's: The No: 1 Choice of Consumers, explains how

Haldiram's, which markets snack products in India, became the primary
choice among Indian consumers. Haldiram's came out with different
products which suited the tastes of various ethnic and geographical groups.
The caselet deals with how the company used the 4Ps effectively to
influence consumer decision making.

Issues:

» Ways in which a company can influence consumer decision making

» Importance of the pricing strategy in the ready-to-eat snack market in
India
» The need to offer products which suit the tastes of a heterogeneous group

Key words:

Haldiram's, Packaging, Point of purchase (POP), Shelf life, Namkeens,

Product promotion, Niche market, Pricing strategy, Gift packs and
Indiatimes.com.