My paper will be about how the MINI cooper has been worked on to continue to be reliable to the old customers and new customers. It has been around since the 1950’s and it looks like it will continue to be around. My paper will hit up information about explicit and implicit brand of communication for the MINI cooper.
1. How has BMW achieved continuity of brand message without alienating existing customers and encouraging new Mini purchasers? The Mini cooper is a very historical car.
The original mini was designed in 1959 by Sir Alec Issagonis. Two years later the Mini took on a more racing and sporty model called the Mini Cooper, named after the racing expert John Cooper. Minis are known to be a smaller, sportier car with maximum interior space for the driver and passengers. In 2001, BMW managed to bring back the retro image of the Mini, while at the same time making it modernized, affordable and safe.
The Mini continues to appeal to the younger audience and also the older audience. The company tries to retain an emotional association towards the product. With German engineering and British character, there was now a more European character to the new Mini.
That is how is keeping its old customers. 2. What elements of the marketing communications mix have been used to build and/or maintain the Mini brand narrative? According to the book, the marketing communications mix is a subset of the marketing mix, both being the tools which deliver respectively communications and marketing strategies. It provides a mix of communication methods that blend to achieve a message. The marketing communication mix that have been used to build and maintain the Mini brand narrative has been using publicity stunts, advertisement all over the London and also using online communication.
There have been many online advertisements that are created to catch attention and encourage website visitors. Use of press and outdoor billboards and posters has installed a since of excitement about the brand. 3. List the ‘explicit’ and ‘implicit’ elements of communication illustrated by the ‘It’s a Mini Adventure’ campaign. The explicit elements of communication illustrated by the “It’s a Mini Adventure’ campaign is featuring in the product in a music video. There had been many publicity stunts demonstrating spacious feature of the MINI. The implicit elements are illustrated in a serious of MINIs packaged as if they were toys viewed in shopping malls. It ensured high impact and generating a tremendous amount of consumer interest and word of mouth amongst potential buyers.
Dahlen M, Lange F, Smith T. (2010). Marketing Communications A Brand Narrative Approach. The marketing communication mix, (275-277)