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Mazda Miata
Analysis
Phase I
Overall the Phase I marketing strategy for the new BMW Z3 Roadster was brilliant. Phase I successfully targeted multiple segment groups through the single medium of the film Golden Eye. The film was a huge success at the box office and was viewed by the desired target groups, which included the Generation Xers, men and women in their 40’s, and Late-Baby Boomers. Through the cross promotion of James Bond and the Z3, BMW clearly defined the brand, differentiated the Z3 from other sport cars in the market and deepened the brand’s connection to the consumers’ goals of having their dream car...
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