IIPM - Admission Procedure
Your India plans?
We will sell 1,000-1,200 units in nine months, between March and end of this year. This comes to a 60% increase if the full year is considered. We have sold 424 units of 3 series and 7 series till now. We have started selling the 5 series July 2007 onwards. Localisation content is 10% at this time, but we want to increase it to 30%.
Are you threatened by the entry of your competitors?
I don’t think the competition has an edge over us. Only Mercedes Benz is present with a manufacturing plant. Audi has barely started its marketing here in India.
Being a late entrant, what’s your branding strategy? We are not late. For BMW, it is important to enter with a 100% subsidiary and that was only possible after 2001. Now since we have done that we are here. BMW has a streaming strategy and not a penetrating one. We do product differentiation between our top and entry level models.
The luxury car mart is tiny. How much feasible is it to operate?
We are not competing in the mass market as we are a premium brand. If a consumer wants a premium brand, he must pay a premium price. These cars are very advanced and employ technology, which is very expensive. From a car of this class, a consumer expects high technology. In our branding, Indian buyers can expect the same experience as a consumer in any other BMW market.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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