MARKETING MIX 4PS:-

COMPETITORS:- BMW Z4 VS AUDI R8

SUBMITTED TO:-PROF A.JESU KULANDAIRAJ

SUBMITTED BY: NAME:M.MANOJPRABAGAR DEPT NO:-08-CO-673

BMW ( Bayerische Motoren Werke)

PRODUCT: BMW Z4 Roadster, a rear wheel drive sports car, is launched in India. The two-seater car has caught the imagination of the Indian car lovers and the car certainly has a bright future in the Indian car market.

APPEARANCE: BMW Z4 Roadster is available in four vibrant colors Alpine White,

Deep Sea Blue, Titanium Silver and Black Sapphire. The front end of the car comprises of strong grille and broad headlamps. Body colored ORVMs and door handles give an elegant look to the car. The big alloy wheels and stylish windscreen give a very sporty look.

COMFORT: The two seater car has various comfort features. BMW Z4 Roadster, a two
door convertible model, is an ultra spacious car. The car supports Electric Seat Adjustment, Adjustable and Tiltable Steering Column, Power Steering, Multi-Function Buttons at Steering Wheel and a Heated Steering Column. BMW Z4 Roadster is fitted with Luggage Compartment Light, Armrest, Wind Deflector, Sunblind and Vanity Mirrors. The car has a hi-tech Advanced Audio System with Integrated Speakers. BMW Z4 Roadster is packed with climate control dual air conditioning system with HVAC (Heating, Ventilation and AC).

SAFETY: BMW Z4 Roadster supports various state-of the art safety features. The car
has Dual Front Airbags (for driver and front passenger) and Side Airbags (for Driver and front Passenger). The car is fitted with Safety Belts, Roll-Over Safety System, Dynamic Traction Control, Dynamic Stability Control, CBC (Cornering Brake Control) and Dynamic Brake Lights. Other safety features include Crash Sensor, ISOFIX on Passenger Seat, Child Seat Fastening, Central Locking, Rear Disc Brakes and Inner Vented Front.

ENGINE: The BMW Z4 Roadster has 3.0 L, 2979 cc engine. The 6 cylinder in-line
petrol engine supports four valve technology and high precision fuel injection system. The engine churns a power of 225 KW (306 HP) at 5800 rpm and a maximum torque of 400 Nm at 1300-5000 rpm. The engine comes with both manual transmission gearbox and automatic transmission option.

PRICE:BMW Z4 Price in Delhi/New Delhi: The ex-showroom price of BMW Z4 in Delhi is Rs. 59,00,000 The on road price of BMW Z4 in Delhi is Rs. 64,42,800 BMW Z4 Price List in Mumbai: The ex-showroom price of BMW Z4 in Mumbai is Rs. 61,95,000 The on road price of BMW Z4 in Mumbai is Rs. 68,55,800 BMW Z4 Price in Kolkata: The ex-showroom price of BMW Z4 in Kolkata is Rs. 61,36,000 The on road price of BMW Z4 in Kolkata is Rs. 66,19,800 BMW Z4 Price in Chennai: The ex-showroom price of BMW Z4 in Chennai is Rs. 59,00,000 The on road price of BMW Z4 in Chennai is Rs. 65,60,800 BMW Z4 Price in Hyderabad: The ex-showroom price of BMW Z4 in Hyderabad is Rs. 59,59,000 The on road price of BMW Z4 in Hyderabad is Rs. 67,37,800

BMW Z4 Price in Bangalore: The ex-showroom price of BMW Z4 in Bangalore is Rs, 59,00,000 The on road price of BMW Z4 in Bangalore is Rs. 67,96,800 BMW Z4 Price in Pune: The ex-showroom price of BMW Z4 in Pune is Rs. 59,59,000 The on road price of BMW Z4 in Pune is Rs. 65,01,800

PROMOTION:Luxury carmaker BMW India plans more retail initiatives and brand promotion exercises for the domestic market. The company, which signed up with ICICI Bank for a preferred financial solution partnership, now plans value-added services such as leasing options for corporates across the country, said Mr Peter Kronschnabl, President, BMW India. The leasing options would be coupled with annual maintenance contracts to make them a value-for-money proposition. Such services and product support are meant to provide customers with the highest level of ownership experience, he said. The company is also ramping up its after-sales service by opening exclusive service outlets across the country. It will open such outlets in several Tier-2 cities after all its 12 dealerships are fully operational by 2008-end. In the meantime it will offer mobile after-sales service using a modified truck (Eicher light commercial vehicle) for towing services. This truck will be available with all its dealers countrywide. The investment for this will be made by the dealership, while support will be given by the

company said Mr Kronschnabl said.

GOLF CUP:In order to promote the brand nationally, the company will organise the BMW Golf Cup for the first time in the country next year. The golf tournament is a worldwide event held across 49 countries. In India, it will be held at 10 different locations, followed by a national-level contest and, finally, the national winner will participate in the global BMW Golf Cup final. Introduction of the Golf Cup is a valuable brand promotion exercise as the sport endorses the companys target audience in the country. Furthermore, it is also set to offer golf sets as part of their merchandise for the local market, thus promoting the sport and the event. DaimlerChrysler India has been undergoing a similar exercise for some years now.

PLACE:The new generation Z4 production will move from Spartanburg factory in South Carolina to Regensburg, Germany. There were a little more than 9,300 Z4s built this year at Spartanburg and over the seven years production and the Z4 production will be replaced by the new X3, due to launch in 2010. The annual Z4 Homecoming held in Upstate, SC, will showcase the last Z4 that comes out of the production line. More than 600 car owners were registered for the 12th Z Homecoming, including Z3 owners and M models. We are already excited about the new 2009 BMW Z4 and from what we have seen, heard or learned, the new Z4 roadster will be very impressive, it will make the Z4 models stand

out and set new standards for its competitors. With the production being moved to Regensburg, BMW is looking to tap into the European market even more and compete with other popular roadsters there. The new BMW Z4 will be unveiled in November at the L.A Auto Show and go on sale after the Detroit show in 2009.

AUDI R8:PRODUCTION:Audi is adding another model to its R8 high-performance sports car lineup: Hot on the heels of the R8 Spyder 5.2 FSI quattro comes another model with a V8 engine. The 4.2- liter FSI produces 316 kW (430 hp) and launches the open-top two-seater to 100 km/h (62.14 mph) in 4.8 seconds on its way to a top speed of 299 km/h (185.79 mph). The engine is mated to the R tronic sequential manual gearbox; quattro permanent allwheel drive is standard. The R8 Spyder 4.2 FSI quattro has a lightweight cloth top with a fully automatic drive. Its body is an aluminum Audi Space Frame with large-area components of carbon ber composite material. A t and nish typical of Audi, excellent everyday practicality and optional high-end technologies from LED headlights to seatbelt microphone complete the prole of the model athlete. Superior power: the engine The free-breathing 4.2 FSI is a high-performance engine such as can be found in racing. It delivers an experience that enthralls all of the senses with spontaneous, voracious throttle response, with its easy revving, with hefty torque, prodigious power and sonorous, voluminous music. The V8 accelerates the R8 Spyder from zero to 100 km/h (62.14 mph) in 4.8 seconds and on up to a top speed of 299 km/h (185.79 mph). Both values apply for the manual transmission and for the R tronic. At Audi, dynamics also always means efciency. The R8 Spyder 4.2 FSI quattro with the R tronic consumes on average 13.9 liters of fuel per 100 km (16.92 US mpg); fuel consumption with the manual

transmission is 14.9 liters per 100 km (15.79 US mpg). A recuperation system that recovers energy during braking is standard. The forced oil pump of the dry sump lubrication system features various suction and discharge stages for load-dependent operation. The 4.2 FSI, which is also used in this form in the R8 Coup, produces 316 kW (430 hp) from a displacement of 4,163 cc 73.5 kW (103.2 hp) per liter. At the nominal engine speed of 7,900 rpm, the long-stroke (bore x stroke 84.5 x 92.8 millimeters [3.33 x 3.65 in]) engine's eight pistons travel 24.1 meters (79 ft) each second. The electronic rev limiter kicks in at 8,250 rpm. The V8 delivers 430 Nm (317.15 lb-ft) of torque to the crankshaft between 4,500 and 6,000 rpm, with at least 90 percent of peak torque available between 3,500 and 7,500 rpm. The compact V8, which is hand-assembled at the engine factory in Gyr, Hungary, has the classic cylinder angle of 90 degrees and weighs just 216 kilograms (476 lb). Its crankcase is made of an aluminum-silicon alloy using the low-pressure die casting method, which ensures particular homogeneity. The high silicon content makes the cylinder barrels extremely resistant to wear. A bedplate structure gives the crankcase its high rigidity and optimal vibration behavior. The cast iron bearing bridges reduce its thermal expansion and thus keep the play at the main bearings of the crankshaft within tight limits. The forged crankshaft, the forged steel connecting rods and the forged aluminum pistons are extremely lightweight, yet strong. The dry sump lubrication system with its separate oil tank enables the engine to be installed very low while also ensuring the supply of oil to the engine even under extreme lateral acceleration. The high-revving V8 FSI draws its fuel from an FSI gasoline direct injection system typically Audi. The common rail unit injects the fuel at up to 120 bars of pressure. The fuel mixture is swirled intensely in the combustion chambers and thus cools the walls. This allows a high compression of 12.5:1, for increased performance and efciency. The 32 valves are actuated via roller cam followers by four camshafts, each of which can be moved through 42 degrees of crankshaft rotation. They and the ancillaries are driven by zero-maintenance chains running on the back side of the engine.

The 4.2 FSI breathes through straight aluminum velocity stacks 23 centimeters (9.06 in) in length integrated into the dual intake system. The intake plenum is made of lightweight plastic. Vacuum-actuated aps controlled by the engine management system are integrated into the intake ports. They cause the air to move with a roller-like rotation (to "tumble"), which increases the efciency of the combustion process. The dual-branch exhaust system features dual tailpipes. The exhaust system components and the pipes of the manifold have been designed for low backpressure and are very light. The exhaust aps in both tailpipes open at higher load and engine speed for an even fuller sound.

Dynamic: the drivetrain

The Audi R8 Spyder 4.2 FSI quattro comes standard with a manual sixspeed transmission. It works together with a compact dual-disc clutch and can be shifted extremely precisely and easily with short throws. The shift lever is made of polished aluminum, the open gate of stainless steel. The R8 Spyder 4.2 FSI quattro is optionally available with the R tronic, a highly efcient sequential six-speed transmission. Shift commands are transmitted electrically; a hydraulic system changes the gears and manages the clutch. The R tronic offers both an automatic and a manual mode, both of which allow the driver to choose between two shift programs. In manual mode, the driver changes gears using the joystick on the center tunnel or with the paddles on the steering wheel. At high load and engine speed, gear changes take less than a tenth of a second. The Launch Control program ensures optimal starts. It controls the engine speed and the engagement of the clutch to accelerate the open-top two-seater with the ideal wheel slip. The quattro permanent all-wheel drive delivers the engine's power to all four wheels. Together with the locking differential on the rear axle, it provides signicantly greater traction, stability, cornering speed and precision. The four powered wheels seem to claw into the asphalt at the exit of the corner, and the driver can get back on the throttle sooner than in a car with rear-wheel drive. Due to the mid-engine layout, the quattro all-wheel drive system in the R8 Spyder is a

special design with a strong rear bias. The transmission, which is mounted behind the longitudinally installed V8, has an auxiliary drive for a cardan shaft running past the engine to the front. A viscous coupling distributes the torque at the front axle. During normal driving, it sends roughly 15 percent of the torque to the front wheels and 85 percent to the rear wheels. If the rear wheels begin to slip, an additional 15 percent is quickly sent to the front. A locking differential at the rear axle further improves dynamics. It provides up to 25 percent lockup when accelerating and up to 45 percent when coasting. If a wheel on one of the axles should slip, it is braked by the EDS electronic locking differential.

Highly emotional: the design

The R8 Spyder 4.2 FSI quattro is 4.43 meters (14.53 ft) long, 1.90 meters (6.23 ft) wide and 1.24 meters (4.07 ft) tall it has a wide, hunkered-down stance on the road as if ready to pounce. Its dynamic proportions, the sculpted design and the passenger cell situated far to the front with the at windshield visually underscore the midengine concept. The large vertical air intakes are athletically sculpted out of the anks, and the shadow contour of the rear end forms a powerful wave above the wheels. An elliptical crease encircles the long back and provides visual structure. When viewed from above, it combines the passenger compartment and the engine into a single unit. Two arched cowls in glistening silver give the back a powerful prole. They taper from the bulkhead to the spoiler lip, and each includes six integrated air vents. Another wide discharge vent is located between the cowls. Numerous other touches from the single-frame grille painted in high-gloss black to the exposed gas cap of solid aluminum document the Audi designers' great attention to detail. The headlights are technical works of art this applies to the standard xenon plus units and even more so for the optional LED headlights, which use light-emitting diodes for all lighting functions. Their reectors resemble open mussel shells, and the daytime running lights appear to be a homogeneous strip extending along the lower edge of the headlight. One of Audi's greatest innovations, the LED light, has a color

temperature very similar to that of daylight, making it easier on the eyes when driving at night. It also impresses with a long service life and extremely low energy consumption. The rear of the R8 Spyder 4.2 FSI quattro features LED tail lights as standard equipment. The exhaust system terminates in dual tailpipes on both the left and the right. The rear spoiler, which extends automatically at 100 km/h (62.14 mph), and the fully lined underbody generate a downforce that presses the high-performance sports car rmly to the road. With a drag coefcient of 0.37 and the small front surface area of 1.99 m2 (21.42 sq ft), however, the two-seater still glides easily through the wind. Audi applied a lot of the knowledge gleaned in motorsport to the ow of air around and through the body. Audi offers the R8 Spyder 4.2 FSI quattro with a choice of three colors for the top: black, red and brown. The body is available in the solid nishes Ibis White and Brilliant Red; the metallic nishes Suzuka Gray, Teak Brown, Ice Silver, Jet Blue and Aurum Beige; and the pearl effect nishes Daytona Gray, Sepang Blue, Lava Gray and Phantom Black. The windshield frame is coated with anodized aluminum. Just 215 kilograms (474 lb): the body Equipped with a manual transmission, the R8 Spyder 4.2 FSI quattro weighs only 1,735 kilograms (3,825 lb) (including driver), and just ve kilograms (11 lb) more with the R tronic. The decisive factor for this low weight is the aluminum body, which features an Audi Space Frame (ASF) design. The body in white consists of three wrought components: Extruded aluminum sections comprise 75 percent; vacuum-cast nodes 8 percent; and the aluminum panels that are integrated into this skeleton with friction connections make up the remaining 17 percent. The body is largely assembled by hand with the utmost precision. The open superstructure features special reinforcements in the area of the sills, the center tunnel, the rear bulkhead, the oor and both the A and B pillars, yet still only weighs 216 kilograms (476 lb). The high stiffness of the ASF body, which includes a co- supporting engine frame of ultra-lightweight magnesium, provides the foundation for the dynamic handling, superior crash safety and high vibrational comfort of the Audi R8 Spyder. The body tops its segment in terms of lightweight quality the relationship between weight, size and torsional stiffness.

The side panels of the open-top two-seater are made of ultra-lightweight carbon ber composite material (CFRP), as is the large cover over the roof compartment. They are produced using a new method called resin transfer molding (RTM). In addition to being faster and more energy-efcient than conventional production in an autoclave, RTM also yields superior surface quality. The use of carbon ber composite enables weight savings of up to 60 percent over conventional steel components and also permits greater design freedom. Lightweight and convenient: the cloth roof The R8 Spyder 4.2 FSI quattro has a cloth roof a classic feature typical of Audi and without compromise for a high-performance sports car. The soft top's approximate weight is a mere 42 kilograms (93 lb); it thus keeps the vehicle's weight and center of gravity low. The top takes up little space when open, and is a harmonious design element when closed. It tapers off to two long, slim ns that extend to the trailing edge of the car and have an elongated contour similar to the xed roof of the R8 Coup. The outer skin of the top is a leakproof textile fabric. A headliner covers the frame, which is made primarily of die-cast magnesium and aluminum. The soft top is fully suitable for high-speed driving. When driving at moderate speeds with the top up, interior noise levels in the R8 Spyder are barely higher than in the Coup. The cloth top has an electrohydraulic drive that uses a system of actuators, hinges and hooks to open and close the top within 19 seconds, even while driving at speeds up to 50 km/h (31.07 mph). When opened, the 1.7 square meters (18.30 sq ft) of fabric folds in a Zshape into its storage compartment over the engine. The CFRP compartment cover moves on two seven-joint hinges. The precise mechanical interaction of the two components is a pleasure to watch. The heated glass window, which is separate from the cloth top, is lowered into the bulkhead between the passenger compartment and the engine compartment. It can be raised and lowered at the press of a switch, with the soft top up or down. An additional wind deector comes standard. It latches into the bulkhead behind the seats in two steps and keeps the cabin nearly draft-free at speeds of up to roughly 200 km/h (124.27 mph). The top with its rear-window module, the storage compartment, the cover and

the rollover protection system forms a premounted assembly. It is inserted into the ASF body at the manufacturing plant at Audi's Neckarsulm site, where the R8 Spyder is built, lending the body additional stiffness. Located in the bulkhead is a rollover protection system comprising two strong, spring loaded sections that shoot up within 0.2 seconds when needed. In the event of a side impact, head/thorax side airbags in the backrests protect the passengers. Fullsize airbags stand at the ready in the event of a head-on collision. In a rear-end collision, the integral Audi head restraint system reduces the risk of whiplash injuries.

Technical expertise: the chassis

Mesmerizing emotions embedded in perfect technical expertise the R8 Spyder 4.2 FSI quattro is an integrated system of speed. It steers spontaneously, almost reexively, into corners and takes them with stoic composure. The limit is very high and easily controlled. The hydraulic rack-and-pinion power steering connects the driver intimately with the road. With a steering ratio of 16:1, it is sporty and direct, but never nervous in its response. The R8 Spyder 4.2 FSI quattro has a wheelbase of 2.65 meters (8.69 ft). Its axle load distribution is 43:57 percent; the track measures 1.64 meters (5.38 ft) up front and 1.60 meters (5.25 ft) at the rear. Forged aluminum double wishbones a principle borrowed from race car construction locate the wheels.

Promotional strategies:Following a multi-agency pitch, German luxury car manufacturer Audi has appointed Creativeland Asia as its lead integrated creative agency in India, including for the digital business. The model range in India includes Audi A4, Audi A6, Audi A8, Audi Q5, Audi Q7, Audi TT and the sports car Audi R8. Grey Worldwide would also continue to manage part of the business. Audi has garnered a significant space in the minds of the luxury car buyer in India today and is increasingly gaining in awareness and reaching out to a wider audience. We hope that this new partnership with Creativeland Asia will further fuel our

marketing communications strategy and enable us to communicate the Audi way in India, said Clemens Ollmert, head of marketing, Audi India. Creativeland Asia will be responsible for delivering an integrated 360-degree campaign for the launch of the R8, and will be supervising brand Audi across events, CRM, onground promotion and retail. Commenting on the same, Sajan Raj Kurup, founder and creative chairman of Creativeland Asia, said, I have been dreaming of working on this car brand for a while. This is a great moment for creative independents in India. Im extremely delighted that a prestigious multinational brand like Audi has placed immense faith in Creativeland Asia.

Audi R8
Manufacturer quattro GmbH, (a private subsidiary of AUDI AG) Production 2006present, 9,945 built in the end of 2008[1][2] Assembly Class Body style(s) Neckarsulm, Germany Sports car 2-door coup (2007) 2-door convertible (2009) Layout Longitudinal mid-engine,[3] quattro permanent four-wheel drive[3] Engine(s) 4.2 L FSI V8, 2DOHC; 5.2 L FSI V10, 2DOHC[4] Transmission( s) 6-speed manual, 6-speed R tronic single-clutch semi-automatic Wheelbase 2,650 mm (104.3 in)[3]

Length

V8 Coup: 4,431 mm (174.4 in),[3] V10 Coup: 4,435 mm (174.6 in),[3] V10 Spyder: 4,434 mm (174.6 in)[3]

Width

V8 Coup & V10 Spyder: 1,904 mm (75.0 in),[3] V10 Coup: 1,930 mm (76.0 in)[3]

Height

V8 Coup: 1,249 mm (49.2 in),[3] V10 Coup: 1,252 mm (49.3 in),[3] V10 Spyder: 1,244 mm (49.0 in)[3]

Kerb weight

V8 Coup: 1,5601,565 kg (3,4393,450 lb),[3] V10 Coup: 1,6201,625 kg (3,5713,583 lb),[3] V10 Spyder: 1,7201,725 kg (3,7923,803 lb)[3]

Related

Lamborghini Gallardo Audi Le Mans quattro (concept) Audi RSQ

BMW Z4 (E89)
Manufacturer Production BMW 2009present

Assembly Class Body style(s) Layout Engine(s)

Regensburg, Bavaria, Germany Personal luxury car 2-door roadster FMR layout 2,497 cc (152.4 cu in) N52B25 I6 2,996 cc (182.8 cu in) N52B30 I6 2,979 cc (181.8 cu in) N54B30 twin-turbocharged I6

Transmission( s)

6 speed manual 6 speed automatic 7 speed automatic

Wheelbase Length Width Height Curb weight

2,496 mm (98.3 in) 4,239 mm (166.9 in) 1,790 mm (70.5 in) 1,291 mm (50.8 in) 1,470 kg (3,241 lb) (sDrive30i manual) 1,500 kg (3,307 lb) (sDrive30i auto) 1,565 kg (3,450 lb) (sDrive35i manual) 1,585 kg (3,494 lb) (sDrive35i auto)

COMPARISION:Most of the time a comparison between auto manufacturers resumes to either overall sales or a showdown between different vehicles.

Today, we will look at the comparison from a different angle. Optimedia CEO Antony Young analyzes the media strategies behind BMW and Audi, based on several categories. As Young points out, automakers are consistently among the biggest, most competitive and innovative media spenders. For 2010, each spent between 50% and 55% of its media budget on brand or range ads for multiple models. 2010 is known in the BMW marketing world as the year when the Joy campaign has seen one of the biggest advertising branding campaigns to date. From digital, print to TV ads and shows sponsorship (Mad Men on AMC), BMW has continually pushed The Joy of Driving theme, placing the Ultimate Driving Machine in the rear mirror. Despite initial assumptions from the general public, the Ultimate Driving Machine slogan has not been phased out and continues to remain one of the most known slogans in the automotive industry, a brand within itself that is widely recognized by BMW fans, and not only. With the parent company Volkswagen pushing more money into the Audi brand, the Ingolstadt-based company had the funds and resources to push two significant platforms this year. First one revolved around comparative ads, in print, digital and even more obvious, on TV. Many of these commercials take a stab at Lexus and Mercedes, showing the Audi as viable and better alternative. BMW remains their main target though and with the help of model comparisons from Car and Driver magazines, the bimmers are portrayed as runners up. The second platform revolves around diesel technology featured in A3 TDI model. As we mentioned earlier, Advertising Age breaks down the media comparison into different categories. First and most likely more important and fast growing segment, is video. With Youtube reaching every few months all-time record traffic levels, video ads and commercials become the key marketing element for majority of companies.

Video
Every year, the marketing war starts with the Super Bowl, one of the most watched television events worldwide. Audi launched its Green Police commercial featuring the A3 TDI in this years Super Bowl. The video spot captured more than 2.2 million views to date on YouTube. An Youtube Green Police channel has been specially created for this campaign. Biggest event of the year in sports was the Winter Olympics where Audi, as an

U.S. ski team sponsor, spent an impressive amount of money to bring forward their brand. Beside the usual coverage on NBC, many web-based video episodes were produced for Facebook, the worlds largest social network with over 500 million users. March Madness basketball and FIFA World Cup events followed. Going head-to-head with BMW, Audi also invested time and money into the American LeMans car race. BMWs 2010 Joy campaign kicked off in the Winter Olympics with the central theme being around the joy of driving and EfficientDynamics, BMWs fuel efficiency brand. NBCs Olympic Moment of Joy could be seen throughout the event, including homepage takeovers on NBC online properties. In the TV world, Audi focused more on network TV, while BMW went the route of local broadcast and cable. Advertising Age rates Audis video efforts to 5-star, while BMW comes a bit short with 3 1/2 stars.

Online and Social Media:Social Media and Online marketing is where the future lays for many large companies. Often seen as the best way to track and asses return-on-investment, online campaigns have grown year-over-year and have become the center of marketing budgets. BMW takes the win here. According to the same magazine, over a third of BMWs impressions served over the past year were rich media display placements versus less than 5% for Audi. BMWs online TV website moved its content under a new Youtube channel as well, branded as BMW TV. Most of the videos ran under BMW TV have also been featured on BMWBLOG as well, and they range from driving and racing footage, to product presentations and even BMW enthusiasts segments. In an effort to involve enthusiasts website as well in their campaign, BMW invited BMWBLOG to a private testing event in Sebring where an exclusive online video made its debut. The 2010 BMW M3 GT Commercial was conceived by the advertising group GSM&D and filmed by the Bandito Brothers in Sebring, FL during the testing sessions. Audi partnered up this year with Yahoo to provide content from the FIFA World Coupe and their ads could be seen on Yahoo online properties. In the social media world, Facebook is the center of universe. Audis branded fan page has, as of today, 1.5 million fans, while BMW just passed the 1.9 million mark. Along with the official fan page, many other BMW-related

fan pages can be found in the popular social network, including our own with over 2,000 followersBoth Facebook fan pages ran several campaigns throughout the year, from Joy of Driving to a petition for the TT RS model coming to the U.S, which according to the company, has played an important role in the decision of bringing the car to the U.S. next year. On Twitter, BMW falls short. The expected twitter.com/bmw name is not leading to the companys profile, but rather to a person not-related to the brand. Audis presence on Twitter can be found, among many other profiles, at Twitter.com/audi, where the U.S. operation of the company has over 11, 000 followers. One of BMWs Twitter accounts can be found at Twitter.com/bmw_global where 3,000 followers are signed up for updates. Both companies feature a wide range of Twitter profiles specific to certain markets, countries, events and products. Many enthusiasts and brand-specific publications with BMW or Audi related news can be found on Twitter as well, including your own BMWBLOG with 3,372 followers. In this category, Advertising Age rates BMW at 4-star, while Audi comes second with 3star. In our opinion, BMW also has a large presence on Twitter and Facebook through a wider range of enthusiasts websites, magazines or blogs, online properties that create an important amount of buzz and provide a medium for interaction between fans. Interesting enough, some of these online magazines or blogs had a presence in social media even before the two companies. Mobile Ever since the iPhone has set a new standard in mobile and smartphone devices, the mobile market has grown to impressive levels year-after-year. Mobile applications have become the driving factor behind phone sales and with hundreds of thousands of applications developed specifically for the iPhone and Android, a new can of worms have opened: mobile advertising. Seen as a direct connection to the customer, both Audi and BMW have developed specific applications for Apple products and recently, Android platform. These applications vary from video content, news, brand experiences and online magazines. The Expression of Joy app was one of the first BMW apps to make it onto the iPhone platform and featured a 360 degree view of the new Z4 performing a painting exercise in motion. Advertising Age also gives props to BMW magazine

available for the iPad which offers slightly richer level of content. Audi responded with the A4 Driving Challenge driving simulation, one of its most popular gaming apps. Other Audi related apps are available for different mobile platforms. BMW takes the win in this category with 4 1/2 stars. Magazine Print magazines, while not as important as ten years ago, remain popular in marketing campaigns. To promote the Joy launch, BMW ran a series of spreads in January issues of Conde Nast titles such as Bon Apptit, Conde Nast Traveler, GQ, Vanity Fair, W, Wired and The New Yorker. A notable print execution of the campaign was a custom four-page spread in Vanity Fairs March Hollywood issue featuring vintage images of Elvis and his BMW 507 under the title Joy is Timeless. Audis print focus has been centered around its Sportscar Experience Driving School. In our opinion, brand-specific online magazines, blogs and forums, should fall under this category as well. Based on our own research, the amount of enthusiast websites for both brands, has grown at least 10 times in the past 5 years. BMW wins here with 4-star, one more than Audis rating. Film sponsorship and product placement This is one area where Audi shines and based on experts opinion, they have done a spectacular job, costly as the same time. Iron Man 2 is one of the biggest movies of the year and a flick where Audi managed to place the R8 Spyder and A8 Sedan, two of their top vehicles in the line-up. Furthermore, an episode of Entertainment Tonight integrated the R8 Spyder by featuring Robert Downey Jr. and director Jon Favreau discussing the vehicle as well as host Mark Steines covering it in a segment. Other car placements include the Tina Fey and Steve Carrells characters who steal an R8 in Date Night, and Tom Cruise and Cameron Diaz driving the S5 Cabriolet in Knight and Day. Furthermore, the Iron Man franchise drove more social media innovation from Audi with the Tony Stark Innovation Challenge contest, which promoted the movies theme of technology as a force for good. Audis social media aspect of its Iron Man marketing came about in the Consumers

were challenged to submit two-minute videos containing ideas for inventions that promoted cleaner living to TonyStarkInnovationChallenge.com and then promote the videos on Facebook, Twitter and MySpace in order to garner comments, discussion and consumer ratings. BMW stunned Hollywood six years ago when it left the entertainment biz in its rear view mirror. This year, BMW hired Propaganda GEM as its global entertainment marketing agency of record and the expectations are that more BMW products will be placed in Hollywood movies. First one to appear this year was the new X5 Facelift that fetured in the Ghost Writer movie with Ewan McGregor and Pierce Brosnan. The new BMW ActiveHybrid 7 has also started to pop-up in different TV shows, including HBOs star Entourage where the character Ari Gold drives one of the 7 Hybrid models. According to BMW, this was not a product placement, but rather a personal choice of actor Jeremy Piven. In this category, Advertising Age gives BMW zero stars, while Audi gets a 4 rating. And the winner is Advertising Age crowns Audi as the winner in this marketing comparison, taking a halfstar more than BMW. As we move into 2011, we expect more marketing initiatives from both automakers and we are ready to bet that mobile, social media and enthusiasts will play an important role in their advertising efforts.