Презентация на тему "Mini in russia"

Содержание

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  Mini in Russia

  Whatisthebusinessopportunityfor a new MINI carconcept in Russiawithwhichtoattract a more male audience? 8 may 2012 MINI in Russia 2 The Challenge

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  Content

  market analysis swot Concept of premium brand Conclusion MINI2 8 may 2012 MINI in Russia 3 Start finish

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  Market Analysis

  Most popular car Brands (in terms of sales volume) 8 may 2012 MINI in Russia 4 Reasons for high demand for large premium cars Subjective characteristics need to show off (prestige, status-demonstration) Reasonable characteristics Roads condition (both inner city and countryside) Family as an important part of life www.rating.rbc.ru

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  Swot

  Strengths Unique Design Strong brand identity Fast and sporty but moderate fuel consumption Country of origin customization 8 may 2012 MINI in Russia 5 WEAKNESSES “Small size / high price”- dissonance Inconsistent model range Small Market share SOURCE: WWW.MINI.DE

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  Swot

  Opportunities Loyal enthusiastic consumers preference for suv, sedan Total vehicle sales growth Entry to wto Increase in premium car segment vintage lifestyletrend 8 may 2012 MINI in Russia 6 Threats Brand Perception (female, “toy” car) strong price/product competition (in size, premium, power) Source: www.BCG.com

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  Reasons for purchasing premium brands

  8 may 2012 MINI in Russia 7 Premium brand product Qualitatively high-class products Reliable goods and brands Technically and aesthetically well executed product Reduction of purchase risks Reasons based on the product in itself and on the function it fulfills Pursuit of social prestige Symbol for wealth and power Symbol for a lifestyle opened to experience Symbol for taste and connoisseurship Reasons based on the image passed on through the ownership and use of the product Pursuit of a meaning of life Source: Diez, willi2001

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  conclusion

  8 may 2012 MINI in Russia 8 Moving to the strategy

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  The MINI Solution

  MINI2 8 may 2012 MINI in Russia 9

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  “Mini Englishman”

  Exaggerate “old school“ design features Tackle the need of self-establishment/showing-off Use the opportunity: “loyal enthusiastic consumers” Highlight the country of origin 8 may 2012 MINI in Russia 10 Great Britain Good education Family Traditions Soho, fun soccer gentleman Fashion, Style Black cabs Limited Edition

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  8 may 2012 MINI in Russia 11

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  8 may 2012 MINI in Russia 12 Design „Old School“ Features Sharp-cut Technique Sporty Equipment Customized 20-35 year Aged Men incl. “dandy” youngsters older connoisseurs and pseudo-connoisseurs of retro cars

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  “Mini englishman”

  MINI “ENGLISHMAN” Community (annual fee included into the car price): Special events (races for in-groups, golf days, soccer outings etc.) Auto club (services center, “A24”) Advantages of the promotion: Sell a sense of belonging to a certain club create a buzz (grapevine promotion) Viral Marketing Effect through Internet Blogs (Timeout, the village) Emphasis on history of mini 8 may 2012 MINI in Russia 13 promotion

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  MINI in Russia 14 Partnership with airports and British airways: MINI “Englishman” bar in airports Shuttle to the boarding ramp for business class passengers Parking space included into the ticket price 8 may 2012

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  “MINI Countryman HI”

  8 may 2012 MINI in Russia 15 higher clearance 180mm hybrid Design COuntryman Technique Higher Clearance HYBRID engine Equipment Customized Sporty, energetic, adventurous men Young families who like to do outdoor Trips Source: www.mini.com

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  “Mini Countryman HI”

  8 may 2012 MINI in Russia 16 Integral Promotion Campaign InteractiveContest Coolest outdoor activity experience Editorial Exciting out- door activities Countryman www.mini.ru Catchy game connected to outdoor activity Conventional advertising Online/Print Trip (sponsored by) MINI

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  Possible Special Events toconnect Promotion with 8 may 2012 MINI in Russia 17 Integral Promotion Campaign VIP Lounges Contests Cooperation/Sponsoring ThemeCampaigns On-SITE Promotion

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  Be Mini.

  MINI ENGLISHMAN UNIQUENESS BACK TO “OLD SCHOOL” Fan Club 8 may 2012 MINI in Russia 18 MINI COUNTRYMAN HI Excitement “like a Friend” inventive energetic irresistible Design Unique Technique High quality Equipment Customized hybrid

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  Thank you. BE mini. finecAnna KosalimovaMaria KrasikovaAngelina Merkulova UnI HamburgLara AhlertJitka BraunovaChristina Sandjaja 8 may 2012 19 MINI in Russia

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  sources

  webmis.manserv.com Must af a Çamlıca, Ernst & Young Türkiye: Automotive Outlook and Trends in CEE, Russia and Turkey, 2010 www.businessmonitor.com: Russia Infrastructure Report Q2 2012 Germany Autos Report Q2 2012 Russia Autos Report Q2 2012 EYGM Limited: An overview of the Russian and CIS automotive industry, 2012 Sources available at ProQuest Central database (April 2012): Federal Information & News Dispatch, Inc.: U.S. Automotive Parts and Components Business Development Mission to Russia : Federal Register, 2011 Information Agency F.C.Novosti: Russia's automotive industry ups production 44% in January-November y-o-y, 2011 FDCH/eMedia: Interview with Ian Robertson, Head Of Sales, BMW, 2011 Interfax-America, Inc.: COMPANIES & MARKETS; Russia could beEurope's biggest automobile market in5 yrs – Putin, 2011 Bursa, Mark: just-auto's Central and Eastern Europe automotive industry review: 2005 Management briefing: Russia - is the giant finally waking?, 2005 The Economist Intelligence Unit: Country Forecast Russia July 2011 Neil, Dan: OFF DUTY --- Gear & Gadgets -- Rumble Seat: What Part of 'Mini' Did You Not Grasp, BMW? 8 may 2012 MINI in Russia 20

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   eng.autostat.ru/news/view/6350/ rating.rbc.ru/articles/2012/01/22/33539257_tbl.shtml?2012/01/22/33539253 top.rbc.ru/economics/30/03/2011/568419.shtml www.a24.ru/ www.abiz.ru www.autobild.de: der autobildtüv-report 2012 www.autonews.com: without china, bric markets become brikt, 2011 www.britishairways.com/travel/home/public/en_ru www.carexpert.ru/m_search.php?mark=nissan&model=&cartype=new&page=7 www.domodedovo.ru/ru/main/way/parking/6/ www.kia.ru/models/soul/options/ www.mini.com www.mini-avangard.ru/cars/pricelist.html www.napinfo.ru: foreign car market trends, 2011 www.nissan.ru/?cid=psbrandsru_rubrdomdlocrupsg..,purchase-guide-result?p=c2vszwn0zwrpdgvtcz0xjtjdmiuyqzqlmkm2jtjdnyuyqzklmkmxmsuyqze1jtjdmtcmdxjszgf0yt0lmkzsvsuyrnj1jtjgdmvoawnszxmlmkzjcm9zc292zxjzjtjganvrzsuyrnbyawnpbmclmkrhbmqlmkrzcgvjawzpy2f0aw9ucyuyrnb1cmnoyxnljtjez3vpzgulmkzyzxn1bhrzjtjfjtjedmlld3htbcuyrxhtba== www.peugeot.ru/showroom/3008/crossover/ www.press.bmwgroup.com/pressclub/p/de/startpage.htm www.pulkovoairport.ru/transportation/parking/ www.rating.rbc.ru www.volkswagen.ru/ru/models/golf_plus/features.html 8 may 2012 MINI in Russia 21

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  BACK UP 8 may 2012 MINI in Russia 22

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  Competitors to mini cooper countryman

  8 may 2012 MINI in Russia 23 SOURCE: MINI.DE, WWW.MINI-AVANGARD.RU/CARS/PRICELIST.HTML

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  Opportunity: Customer preferences

  8 may 2012 MINI in Russia 24 Source: www.BCG.com

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  Opportunity: Leaders clash - new vehicle sales

  8 may 2012 MINI in Russia 25 2008 2007 2009 2010 2011e 2012f 2013f 2014f 2015f 2016f Russia Germany  SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012, RBK.RU

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  Russian NEW vehicles sales

  8 may 2012 MINI in Russia 26 Russian outperformance, russia new vehicles sales (% change, y-o-y) Emerging Eurozone Russia 2015f 2014f 2013f 2016f 2012f 2011e 2010 SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012

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  Russia - autos industry swot

  Strengths Low car ownership levels reflect untapped potential for growth. Rising incomes are likely to raise demand for more expensive foreign-branded vehicles. The autos market is among the biggest in Europe. Weaknesses A risky business environment acts as a deterrent to would-be foreign investors. Government aid strongly targeted at domestic manufacturers. Scrappage scheme may be propping up sales. When program expires, sales may suffer. Local production is fairly outdated. Opportunities An influx of foreign manufacturers creates opportunities for JVs and technology sharing with national companies. Increased vehicle production is likely to attract component manufacturers. There is significant scope for demand growth from rural areas where ownership rates are much lower than in urban areas. WTO membership and the subsequent reduction in import tariffs, making vehicles more affordable. Threats Domestic brands may face tougher competition from foreign brands following WTO membership. Other countries in the commonwealth of independent states (CIS) are developing their production potential as a way to gain easy access to the Russian market. This limit prospects of production growth in the country. Protectionist measures to protect domestic industry may deter investment. 8 may 2012 MINI in Russia 27 SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012

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  Russia - political swot

  Strengths The Russian government maintains a strong parliamentary majority and overwhelming public support. Weaknesses A lack of transparency in decision making, including high levels of behind-the-scenes activity by various power groups, makes for a large element of unpredictability in domestic politics over the long run. The high degree of political authority in the executive poses a risk to further institutional development in the legislative and judicial sectors. Opportunities President Dmitry Medvedev has expressed a more compromising tone on foreign policy matters and has suggested a new emphasis on the development of civil society. Prospective WTO accession, though yet to be confirmed, will increase the incentive for the authorities to implement stricter regulatory standards and improve transparency. Threats Russia's moves to increase its regional dominance in the energy sector risk a further deterioration in relations with the Western-leaning countries of the 'near abroad'. 8 may 2012 MINI in Russia 28 SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012

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  Russia - Economic swot

  Strengths Russia maintains enviable external account dynamics, with a robust current account surplus, limited foreign debt and high reserve holdings. This will continue to provide significant stability as the economy recovers from the financial crisis. Russia's large resource base will provide a strong foundation for foreign investments and export growth over the long term. Weaknesses The economy's dependence on the oil sector makes it particularly vulnerable to a sustained decline in energy prices. The deterioration of Soviet-era infrastructure is a constraint to private sector activity, especially outside major cities. Opportunities A revitalization of the structural reform agenda, including support for small and medium-sized businesses, restructuring of the banking sector, administrative reform to tackle red tape and corruption, and a revamp of the 'natural monopolies', would go a long way towards developing the non-oil economy and improving long-term growth prospects. A US$1trn public-private investment plan over the long term will substantially modernize Russia's transport, communications, electricity and utilities infrastructure. Threats The Russian economy is in a state of transition, with large current account and fiscal surpluses to be eroded significantly. With this will come new challenges to macroeconomic stability. 8 may 2012 MINI in Russia 29 SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012

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  Russia - business environment swot

  Strengths The post-1998 crisis economic rebound, combined with significant reductions in personal and corporate income tax rates, has made Russia a much more attractive place to do business. Weaknesses The operating environment remains hazardous on a number of fronts, with many foreign investors put off by poor legal safeguards, high levels of bureaucracy and corruption, and the Kremlin's apparently politically motivated campaign against foreign oil firms. Opportunities Despite Russia's poor investment image in the West, the benefits of its immense natural resources wealth and large and rapidly growing domestic market are significant incentives for potential foreign direct investors. The government has made fighting corruption a key priority and we expect sweeping legislative changes to significantly enhance the capacity of corruption fighting institutions in the medium term. Threats State influence over business is on the rise. Most recently foreign operators in the energy sector have come under pressure to allow greater involvement by state-owned firms in their projects. Nevertheless, the worst-case scenario of a reversal of the 1990s privatisations appears unlikely. 8 may 2012 MINI in Russia 30 SOURCE: BMI RUSSIA AUTOS REPORT Q2 2012

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  Market analysis: Demographics

  8 may 2012 MINI in Russia 31 SOURCE: THE ECONOMIST INTELLIGENCE UNIT: COUNTRY FORECAST RUSSIA

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  portfolio: market situation RUSSIA

  8 may 2012 MINI in Russia 32 SOURCE: WEBMIS % MS Change Jan-dec 2011\2010 % MS Jan-dec 2011

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  SEGMENT COMPETITION for country man

  8 may 2012 MINI in Russia 33 SOURCE: WEBMIS

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  Russian MINI Market Topsellermodel ranges

  8 may 2012 MINI in Russia 34 SOURCE: WEBMIS