Презентация на тему "Mini new naming strategy"

Содержание

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  MINI New Naming Strategy

  Alexandra Aigner - Elizaveta Chesnochkova - Melanie Kern - JingXu - Dario Lo Turco - Karina Ingwersen April 26, 2013

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  Agenda

  2 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  3 Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Introduction 1.1 Problem Definition 1.2 Objectives 1.3 Problem Solution Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Introduction

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  Problem Definition

  4 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Development of a … … Name for the Hatch Model … consistentNamingStrategyfor the Future Portfolio of MINI MINI HARDTOP MINI HATCH(BACK)

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  Video

  5 Street Interview

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  Objectives

  Improve Brand Awareness and attract new Customers Create a consistent international Image by aligning Names Foster a clearer Brand Image Strengthen the competitive Position in the World Increase Business 6 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  First Impression ofour Solution

  7 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI - !

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  Agenda

  8 Introduction Solution Concept Implementation Conclusion & Outlook Status Quo & Analysis Introduction Status Quo & Analysis 2.1 Target Group 2.2 Branding Elements 2.3 Portfolio Overview 2.4 Evaluation of current Portfolio 2.5 Competitor Analysis Solution Concept Implementation Conclusion & Outlook

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  Target Group

  9 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook • Young at Heart • Young middle-upper Class • Demands for Quality • Open towards new Trends • Tends to be spontaneous and active • Looks for Fun and Excitement

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  Meta-Milieus in Western Europe

  10 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook http://www.sinus-institut.de/uploads/tx_mpdownloadcenter/informationen_2009_01.pdf

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  Branding Elements

  11 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Clear Writing Capital Letters Silver Spoiler „Two Wings“ Black Circle Excitement Like a Friend Inventive Energetic Irresistible Unique High Quality Premium Car Unique Design Go Kart Feeling Lifestyle Brand Signals Brand Personality Brand Substance

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  Portfolio Overview

  MINI CABRIO MINI CONVERTIBLE MINI COUPÉ MINI ROADSTER MINI CLUBMAN 12 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI HATCH MINI MINI HARDTOP MINI COUPE

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  13 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI JOHN COOPER WORKS DESIGNMODEL MINI COUNTRYMAN MINI PACEMAN MINI CLUBVAN MINI CROSSOVER SPECIAL EDITION MINI BOND STREET MINI BAYSWATER MINI HIGHGATE MINI HYDE PARK MINI GREEN PARK MINI BRICK LANE ...

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  14 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI ONE COUNTRYMAN MINI ONE D COUNTRYMAN MINI COOPER COUNTRYMAN MINI COOPER D COUNTRYMAN ALL4 MINI COOPER S COUNTRYMAN MINI COOPER S COUNTRYMAN ALL4 MINI COOPER SD COUNTRYMAN ALL4 MINI JOHN COOPER WORKS COUNTRYMAN MINI COUNTRYMAN MINI Engine Name Model Name Drive Train

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  3 Surveys

  15 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Street Interview at Hamburg Marathon 2013 Online Survey with 16 Questions 243 Participants from different Countries Mostly Germany, China, Italy, Russia Only Single/Multiple Choice Questions Retailer Interview UK, Germany, Russia, Italy, China, France

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  Evaluation of Current Naming

  Contributes to easy and strong Communication Future proof Gives Customers an Orientation Internationally appropriate Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept 16 Authentic Contributes to the Brand MINI   

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  Competitor Analysis

  17 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Model Name Brand Model Name Model Name Brand Brand Design Comfort Honda Civic Sport Sport Swift Suzuki Volkswagen Beetle Design Design Honda Civic VW Beetle Suzuki Swift Engine Cap. Cap. / Engine Engine Cap. 1.4 2.0 TDI 1.6

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  Naming Strategy - Benchmark

  cubic centimeters divided by 100 i = fud = diesel engine el-injection h = hydrogen engine g = compressed natural gas/CNG e = eta  – power with economy x = xDrive sytem L = long wheelbase C = coupe C = convertible T = touring/wagon t = hatchback s = sport BMW 3 18 i Series Number Size of Engine Type of Engine / Bodystyle / Platform Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 18

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  Agenda

  19 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Introduction Status Quo & Analysis Solution Concept 3.1 Hatch Scenario I – MINI 3.2 Hatch Scenario II – MINI COOPER 3.3 Hatch Scenario III – MINI with a new Name 3.4 Recommendationfor MINI Hatch 3.5 Overall NamingStrategy Implementation Conclusion & Outlook

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  Scenario i

  MINI MINI HATCH MINI HARDTOP = MINI Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI 20

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  Scenario i – MINI

  21 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI ONE HATCH MINI COOPER HATCH MINI COOPER S HATCH MINI JOHN COOPER WORKS HATCH MINI ONE MINI ONE D MINI COOPER MINI COOPER D MINI COOPER S MINI COOPER SD MINI JOHN COOPER WORKS MINI JOHN COOPER WORKS GP

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  Key Success Factors – MINI

  22 Authentic Future proof Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy and strong Communication Internationally appropriate No own Identity Represents the same Brand Value Easy to pronounce & no Connotation Confusing with Model Extension    Confusion: MINI = Brand and/or Hatch Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Evaluation of Scenario i

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 23 No own Identity Does not fit the other Model Names e.g. MINI PACEMAN Confusion with Extension of Portfolio Easy to remember Already existing in some Countries Relatively low Communication Expenses Advantages Disadvantages

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  Scenario ii – MINI COOPER

  24 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI HATCH = MINI COOPER MINI HATCH = MINI COOPER

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  Survey Result – MINI COOPER

  25 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Picture 1 Picture 2 Picture 3 10. Please take a look at the following 3 pictures and assign the name "COOPER". Own Online Survey: 243 Participantsfrom 20 Countries

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  26 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Own Online Survey: 243 Participantsfrom 20 Countries

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  Scenario ii – MINI COOPER

  MINI COOPER ONE MINI COOPER ONE D MINICOOPER PLUS MINICOOPER PLUS D MINI COOPER PLUS S MINI COOPER PLUS SD MINICOOPER JOHN COOPER WORKS MINI COOPER JOHN COOPER WORKS GP 27 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI ONE MINI ONE D MINI COOPER MINI COOPER D MINI COOPER S MINI COOPER SD MINI JOHN COOPER WORKS MINI JOHN COOPER WORKS GP Model Name = COOPER Engine Name = PLUS

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  MINI COUNTRYMAN ONE MINI COUNTRYMAN ONE D MINI COUNTRYMAN PLUS MINI COUNTRYMAN PLUS D MINI COUNTRYMAN PLUS S MINI COUNTRYMAN PLUS SD MINI COUNTRYMAN JOHN COOPER WORKS MINI ONE COUNTRYMAN MINI ONE D COUNTRYMAN MINI COOPER COUNTRYMAN MINI COOPER D COUNTRYMAN MINI COOPER S COUNTRYMAN MINI COOPER SD COUNTRYMAN MINI JOHN COOPER WORKS COUNTRYMAN 28 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Key Success Factors – MINI COOPER

  29 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Authentic Future proof Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy and strong Communication Internationally appropriate The Majority regards COOPER as Hatch Model Part of Brand History Easy to pronounce & no Connotation    MINI COOPER= Engine or Hatch ?  

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  Evaluation of Scenario ii

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 30 Loss of original Meaning -> Confusion COOPER implies Design Aspects that contradict with ONE Expensive Communication COOPER is internationally used Common Association between MINI Hatch and COOPER Name reflects the MINI Values Advantages Disadvantages

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  Scenario iii

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI HATCH = MINI + New Name MINI ? 31

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  Scenario iii – Name Filter

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI ORIGINAL MINI REGULAR MINI BUDDY MINI MASTER MINI PRIME MINI ISLAND MINI STYLE MINI SENSE MINI TOP MINI NATURAL MINI MILE MINI MILLENIUM MINI ADVENTURE MINI FAVOURITE MINI HOLIDAY MINI COOL MINI LOVE MINI GB MINI FUN MINI SPIRIT MINI HERO MINI ATHLETE MINI CRUISER MINI WHISTLE MINI KING MINI CLASSIC MINI CITYMAN MINI LEGENDARY MINI LONDON MINI MATE 32

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  Scenario iii – MINI CLASSIC

  Authentic Future proof Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy and strong Communication Internationally appropriate The “Classic” Car Not consistent with Brand Value Easy to pronounce & no Connotation Not extendable for the Hatch Model Confusing - Old Model 1996-2000    Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 33

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  Scenario iii – MINI CITYMAN

  Authentic Future proof Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy and strong Communication Internationally appropriate Positive - City / Urban Car Fits well to other Models Consistent to Brand Value Easy to remember & metaphoric      Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook  Globally understandable 34

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  Scenario iii – MINI LEGENDARY

  Authentic Future proof Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy and strong Communication Internationally appropriate Positive, reliable, historic and heroic Consistent with brand value Easy to remember & emotional       Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Globally understandable 35

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  Scenario iii – Name Evaluation

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook                Introduction 36

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  Scenario iii – MINI LEGENDARY

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI ONE MINI ONE D MINI COOPER MINI COOPER D MINI COOPER S MINI COOPER SD MINI JOHN COOPER WORKS MINI JOHN COOPER WORKS GP MINI LEGENDARYONE MINI LEGENDARY ONE D MINI LEGENDARY COOPER MINI LEGENDARY COOPER D MINI LEGENDARY COOPER S MINI LEGENDARY COOPER SD MINI LEGENDARY JOHN COOPER WORKS MINI LEGENDARY JOHN COOPER WORKS GP 37

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  Evaluation of Scenario iii

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 38 Possible Confusion Expensive Communication Own Identity More consistent Portfolio Gain new Customers via new Campaign International Image Advantages Disadvantages

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  Recommendation for MINI HATCH

  Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI MINI HATCH = MINI Engine Name = COOPER Scenario I MINI + COOPER MINI = MINI COOPER Engine Name = PLUS Scenario II MINI + New Name MINI LEGENDARY Engine Name = COOPER Scenario III 39 MINI + New Name MINI LEGENDARY Engine Name = COOPER Scenario III

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  Agenda

  40 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Introduction Status Quo & Analysis Solution Concept 3.1 Hatch Scenario I – MINI 3.2 Hatch Scenario II – MINI Cooper 3.3 Hatch Scenario III – MINI with a new Name 3.4 Recommendationfor MINI Hatch 3.5 Overall NamingStrategy Implementation Conclusion & Outlook

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  NamingConcept

  41 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Clear Brand Picture

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  CompleteNamingStrategy

  CriteriaSelection: Model Name Engine Name Engine Capacity Fuel Type Model Family 42 Introduction Status Quo & Analysis Implementation Conclusion & Outlook Solution Concept

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  Survey Results - NamingStrategy

  43 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  CompleteNamingStrategy

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook   Introduction  Criteria Model Name Engine Name Engine Capacity Fuel Type Model Family 44

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  Survey Results – Engine Name

  45 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Own Online Survey: 243 Participantsfrom 20 Countries

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  Engine Name – Action Possibilities

  46 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  NamingStrategy – Engine Name

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook  Introduction Criteria Model Name Engine Name Engine Capacity Fuel Type Model Family  47 Dedicate the Name Cooper 100% to the Engine and leave Design and Trim Aspects up to choice in Model Configurator.

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  Analysis of Capacity Information

  Engine Capacity Horse Power Kilowatt Cylinders 48 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Most MINIs have an Engine Capacityof 1.6 Figures of COOPER S & COOPER SD differ –> CreatesConfusion All MINI‘shave 4 Cylinders - in Future 3 -> NodistinctiveCharacteristic MINI Customers are different. Figures don‘t fit the Brand Picture.

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  NamingStrategy - Capacity

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook  Introduction Criteria Model Name Engine Name Engine Capacity Fuel Type Model Family  49

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  Analysis of Fuel Types

  50 Introduction Status Quo & Analysis Solution Concept Conclusion & Outlook Petrol Diesel Electric Hydrogen Hybrid Plug-inHybrid CNG (Compressed Natural Gas) LPG (Liquefied Petroleum Gas) Resources are limited Car Producers develop new Concepts Wide Range of alternative Fuel Types The Automobile Industry is a changing Environment: Implementation

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  NamingStrategy - Fuel Type

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook  Introduction Criteria Model Name Engine Name Engine Capacity Fuel Type Model Family    51

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  NamingStrategy – Model Family

  Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Introduction Criteria Model Name Engine Name Engine Capacity Fuel Type Model Family   MINI Model Name Fuel Type Model Family   52

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  NamingConcept

  53 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Clear Brand Picture Model Name + Fuel Type Model Name + Fuel Type + Engine Name + Drive Train

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  Badges- VariousPropellants

  Petrol Diesel Electric Hydrogen Hybrid Plug-inHybrid CNG (Compressed Natural Gas) LPG (Liquefied Petroleum Gas) 54 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Badges – LEGENDARY D

  55 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Badge – PACEMAN E

  56 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Badges – COUNTRYMAN H2

  57 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  NamingConcept - Examples

  58 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Clear Brand Picture e.g. MINI LEGENDARY D MINI COUNTRYMAN E MINI PACEMAN H2 MINI COUPÉ NG MINI ROADSTER PLH e.g. MINI + LEGENDARY + COOPER + COUNTRYMAN + + ROADSTER + COUPÉ + + LEGENDARY + COOPER

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  Future Portfolio

  59 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI SUNNINGDALE MINI ROCKET MINI CITYMAN

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  60 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook MINI TAXIMAN MINI BEACHVAN MINI GENTLEMAN

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  61 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook S M L COUNTRY MAN CLUB VAN GENTLE MAN PICK UP ROCKET Car Size Car Bodies COUPÉ HATCH PACE MAN ROAD-STER CITY MAN LEGENDARY CARA VAN WING MAN SUNNINGDALE TAXI MAN CABRIO CLUB MAN BEACH VAN NOBLEMAN

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  Benefits Of Our Solution

  Reinforces Brand Image Clearer Model Names with indispensible Information Facilitates Brand Communication Better Understanding, less Confusion Helps Customers to remember the Brand New Marketing Campaign attracts new Customers Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook      62 

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  Agenda

  63 Introduction Status Quo & Analysis Solution Concept Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Implementation Conclusion & Outlook

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  Implementation Strategy

  64 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Mass Media Advertising – TV/Print Media/Outdoor Advertising /Brochure Commercials to promote the Engines - “COOPER POWER INSIDE“ also available with ONE POWER Press Release/PR Events Personal Selling – Showroom Activity/Exhibitions/Trade Shows Align International Websites- Internationally consistent Names Release of new Hatch Model 2014

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  Slogan ForCampaigns

  65 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Once aLEGEND - Forever LEGENDARY !

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  66 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Live LEGENDARY ! COOPER POWER INSIDE

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  Further Slogans

  67 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook NOT NORMAL, LEGENDARY! Will you be normal or will you be LEGENDARY? LIVE THE LEGENDARY DREAM! Become LEGENDARY! We live LEGENDARY and so will you! Live the LEGENDARY feeling! LEGENDARY CAR, LEGENDARY DRIVER!

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  Agenda

  68 Introduction Status Quo & Analysis Solution Concept Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Implementation Conclusion & Outlook

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  Conclusion

  69 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Analysis CompleteNaming Hatch Model Status Quo Key Success Factors Target Group Scenario I: MINI Scenario II: MINI COOPER + new Name forthe Engine Scenario III: MINI LEGENDARY Marketing Communication: Model Name + Fuel Type Badging: Model Name + Fuel Type + Engine Type Consistent Naming for Future Models Competitor Analysis Survey

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  Obstacles & Mitigation

  OBSTACLES New Learning Process for the Customers Great Effort to make structural Changes High Communication & Promotion Expenses MITIGATION MEASURES Comprehensive Marketing Campaign – Advertising, Brochures, Training, etc. Implement strict Monitoring and Budget Controlling 70 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Long-Term Benefits

  Improve Brand Awareness and attract new Customers Create a consistent international Image by aligning Names Foster a clearer Brand Image Strengthen the competitive Position in the World Increase Business 71 Status Quo & Analysis Solution Concept Implementation Introduction Conclusion & Outlook

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  Thankyouforyour Attention!

  72 Introduction Status Quo & Analysis Implementation MINI LEGENDARY Solution Concept Conclusion & Outlook

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  References

  www.mini.de andmostofthe international MINI websites https://register.dpma.de/DPMAregister/marke/einsteiger http://www.miniworld.co.uk/the-scene/new-to-minis/79-history-of-the-mini http://www.beedictionary.com/meaning/city_man http://news.bbc.co.uk/2/hi/business/1342234.stm http://minie2010.wordpress.com/target-group/ http://www.bloomberg.com/news/2010-08-26/bmw-s-not-so-mini-mini-targets-families-to-lift-sales-past-trendsetters-.html http://www.integral.co.at/de/sinus/milieus_int.php http://www.sinus-institut.de/uploads/tx_mpdownloadcenter/informationen_2009_01.pdf http://www.integral.co.at/de/sinus/milieus_graphic_cee_gr.jpg http://www.thefreedictionary.com/legendary http://www.autobild.de/bilder/vorschau-alle-neuen-bmw-und-mini-bis-2016-3426684.html www.suzuki.se; http://www.honda.com/; http://www.citroen.com/; http://www.volkswagen.co.uk/ Retailerinformation (UK, France, Germany, China, Russia, Italy - 3 interviewseach) Brochures : MINI Service (Frühling/Sommer 2013) BMWemotion Hamburg Frühjahr 2013 THE MINI INTERNATIONAL (Ausgabe Nr. 39) 73 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  BACKUP 74

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  Meta-Milieus Central- East Europe &Russia

  75 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook http://www.sinus-institut.de/uploads/tx_mpdownloadcenter/informationen_2009_01.pdf

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  Competitoranalysis

  76 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook

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  Benchmark Model Family - BMW

  77 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook BMW Series -1, 3, 5, 6, 7 3-door,5 door, Coupe, Convertible, Active E, Sedan, Turismo, Grand Turismo Touring 1,3,5,6X +5/6 individual, 5 security 5/6 M models Z4 M-models Coupe, convertible, Sedan, grand coupe Hybrid 3/5/7

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  Benchmark Model Family - Audi

  78 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Audi A - models 1,2,4,5,6,7,8 Q – models 3/5/7 TT - models R - models A,B,C,D – platforms, S-sport : RSTT, A4(B5)

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  Benchmark Model Family - Mercedes

  79 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook A B C CL CLA CLS E G GL GKL M R S SL SLK SLS C E S CLS R G GL GLK M CL SL SLK SLS sedan lines The Hybrids The SUVs The Two-Doors and Roadsters

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  Int. Car Dealer Survey

  International Car Dealer Survey – Telephone Interview based on a predetermined Questionnaire Target: Obtain Feedback from Professionals that are close to Customers Market Choice: Cover most important Sales Markets: UK Germany 80 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  1. Are Customers confused regarding the different Mini Car Model Names? 81 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  2. Do Clients tend to see the COOPER Model as the basic/standard Model? 82 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  Assumed the MINI (hatch ) Model would be named COOPER, and the SubproductNames would change to MINI COOPER ONE, MINI COOPER S, MINI COUNTRYMAN S etc. – what is your Opinion to this Approach? 83 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  4. What do you think if we would create a new Name for the MINI Model like CITYMAN/LEGEND for Example? 84 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  5. Do you consider that your Clients have a need of further Information in the Names of the individual Car Models? Should these include for example Technical Information such as Cylinder or Cylinder Capacity? 85 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  Online Survey

  86 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  87 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  88 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  89 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  90 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  91 Introduction Implementation Conclusion & Outlook Maybe Yes No Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  92 Introduction Implementation Conclusion & Outlook Yes Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  93 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  94 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept

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  95 Introduction Implementation Conclusion & Outlook Picture 1 Picture 2 Picture 3 10. Please take a look at the following 3 pictures and assign the name "Cooper". Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  96 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  97 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  98 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  99 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  100 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  101 Introduction Implementation Conclusion & Outlook 15. Which car producer has the clearest naming concept (regarding models, engines, classification) from your point of view? Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  102 Introduction Implementation Conclusion & Outlook 15. Which car producer has the clearest naming concept (regarding models, engines, classification) from your point of view? Status Quo & Analysis Solution Concept

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  103 Introduction Implementation Conclusion & Outlook Status Quo & Analysis Solution Concept Source: Own Online Survey: 243 Participantsfrom 20 Countries

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  Evaluation of CurrentNaming

  Names are too long No clear System Difficulty to expand without causing Confusion Innovative Names Unique Style 104 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook Strengths Weaknesses MINI COOPER SD COUNTRYMAN Target: MINI COOPER SD COUNTRYMAN ALL 4 Facilitate communication