Mini Cooper Marketing Mix: Mini is a line of products line that is connected to the automobile industry. Mini is a British Marque that is owned by the subsidiary firm BMW. It was a small but iconic automobile that was produced between 1960 to 2000 by the British Motor Corporation. Mini is driven by passion, inspiration, and innovative ideas, which is among the primary reasons behind its popularity in the market.
Marketing Mix Of Mini Cooper
Marketing Mix Of Mini Cooper is brand-based. In Marketing Mix Of Mini Cooper, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Mini Cooper Marketing Mix. Below is the detailed Marketing Mix Of Mini Cooper.
Let’s talk about Mini Cooper Marketing Mix.
Mini Cooper Main Competitors
- Volkswagen Beetle
Mini Cooper’s official website: www.mini.com
Product in the Mini Cooper Marketing Mix:
Mini is a well-known name in the automotive industry, and Mini’s models include
- Austin Seven
The performance versions of the models mentioned above utilize the brand name Cooper due to Cooper’s partnership with John Cooper, a legend on race circuits. Since 2001, Mini Models have come in a range of versions, including One (entry-level), John Cooper Works (high-end), Cooper S (sporty), and Cooper. Hatchback Mini was launched in 2001. It was named Mini; however, it was offered in various variations, including One, Cooper S, and Cooper. In different European markets, it was driven by the Tritec engine, which was 1.4 milliliters, whereas 1.6-liter machines were used elsewhere. The first Cooper and later Cooper S variants followed the sportier versions of Cooper.
The next step was John Cooper Works or commonly known as JCW. A unique model designed for racing, Mini Cooper S Works, was also released and featured numerous modifications, such as a more powerful suspension air filter and racing exhausts to improve performance levels. In 2004 the convertible model was introduced, featuring Cooper S, Cooper, and One variants. In 2007 an exclusive edition was introduced in the Mini Cooper S Sidewalk Convertible.
Place in the Mini Cooper Marketing Mix:
Mini models were made at two locations, Cowley and Longbridge, but in the end, it was solely based on Longbridge. Following a change in ownership, the Cowley plant was destroyed, and a new manufacturing facility was built. In 2006, BMW made public that future engines would be made in the United Kingdom once again, which would make it a British product. The final assembly of the components would take place in Oxford, and pressing of the body was to be performed within the Swindon Pressings Ltd Subsidiary in Swindon. Mini vehicles are available worldwide, and in 2011 there were 285,000 minicars sold worldwide.
The United States has been the most popular country for Mini Cooper vehicles, and its other major markets include Germany and the United Kingdom. The distribution channels for Mini Cooper consist of dealers who do an excellent job of supplying various items by the most efficient means.
Price in the Marketing Mix Of Mini Cooper:
Mini has maintained a reasonable price standard for its Mini Cooper variants. Mini is determined to remain competitive against its competitors, which is why they have kept its prices in the same range, similar to those of its competitors. Its competitive price policy and its penetration strategy have produced good sales for the Mini Cooper brand. Mini Cooper was designed to become a budget-friendly vehicle; however, it has been portrayed as a luxury car in the markets for consumers that are reasonably priced. The low cost of the Mini Cooper has helped Mini Cooper to increase its profits.
Promotions in the Mini Cooper Marketing Mix:
Mini Cooper has been receiving publicity via various awards and associations. Monte Carlo Rally was won by Mini Cooper S thrice in 1967, 1965, and 1964. In 2003 Mini Cooper was publicized in the film The Italian Job. The same year, the Mini Cooper/Cooper S took home the North American Car of the Year award. In 2005, its convertible model was awarded the trophy in the most spirited/ entry-level category.
Mini Cooper has always used publicity to advertise its brand and products. Ad campaigns for Mini Cooper have been shown on television and featured in magazines and newspapers. In 2007, a series of videos named Hammer & Coop was released as an advertising campaign to increase visibility. During the campaign, a short film called Counterfeit Mini Coopers was released. The New Zealand brand has been the sponsor of Mad Men, a program that airs on TV.
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