Launching The Mini

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Title: Launching The Mini

Essay Details:

Subject: Miscellaneous

Author: Carmen W

Date: November 25, 2013

Level: University

Grade: A

Length: 3 / 659

Essay text:

This target market is much wider and more diverse demographically than originally thought, and the MINI mindset comprises the “similar psychographic qualities” common to them all, despite an age span from 15 to 97 years (“MINI USA Launch Exceeds Expectations - Jack Pitney Credits Innovative Marketing, Enthusiastic Dealers On Road to Success,” 2003). The objectives of the campaign were to launch the MINI “without dollars” and “with tight volume allocations;” to prevent the MINI from becoming a retro fad; to ensure that the MINI was not identified by consumers as specifically for women; to leverage the equity of the original Mini; and to link the MINI to BMW while still maintaining it as a separate brand (Holt & Quelch, 2004)...

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