BMW:
Sales Promotion and Personal Selling
Sales
promotion, as its name states, is an art; the art of generating sales within an
organization and also to attract more customers by using the different media,
commonly companies specialized on the promotional world. Sales promotion and personal selling are, in a
common sense, the two wings of a bird, of course, without both of them, it
would not fly. In Personal selling faces
buyers convincing them to purchase the product, through very fluent and
strategic oral communication skills. It
is one of the oldest methods of a company to promote a product. Sales promotion and personal selling have the
immense responsibility of attracting customers towards the new product on
advertising, making the work more efficient and the company more profitable.
Bavarian
Motors Works, most commonly BMW, is a German company founded in 1917 as a
motorcycle and engine manufacturer. BMW
is considered the parent company of Roll Royce manufacturer of motors and
luxury cars. Motorcycles under the
brands BMW Motorrad and Husqvarna are the most popular among all produced. In
2010 the BMW group produced 1,481,253 automobiles and 112,271 motorcycles
across all its brands. Why such huge
selling? The answer is simple; the promotional strategy “ Focus on a
Diferenciation” of this company is based on the distinctive design and promotional
advances, offering a product of technological exclusivity, promoting a company
of technological legacy, quality, performance and uniqueness by using the
different communication media available, such as, TV, radio, Magazines,
Newspapers, internet, and public events. As a leader in the way of promoting
the product, BMW focuses on customer’s satisfaction. “No charge maintenance”, “Mileage Rewards
Club”, Driving Pleasure Guaranteed” and “The Ultimate Driving Experience” are
among the most popular promotional logos used by the company with excellent
selling rates. The company finest goal
is to create an advanced marketing structure to strengthen both sales and the
customer’s confidence, encouraging the improvement of company and customer
relationship. Usually the “Zero
downpayment, Zero security deposit, no charge excess wear and use, and delivery
charges are some of the promotions accompanying the product in promotional
events. But no doubt, the best way of
promoting the product is the reliance on customer’s criteria.
Conclusions
With
no hesitation, today people drive a BMW more confidently than other brand. It is one of the most purchased cars nowadays
thanks to the awesome Sell promotion and Personal Selling strategy this company
uses. But more importantly is that the
likeness of the promotion and the proved quality of the product has given the
best jury, the customer, the reason to give BMW the title of the best and most
desirable automobile for all gender, and to think of BMW as the car of the future.
