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Essay

Launching The Mini

Essay specific features

 

Issue:

Miscellaneous

 

Written by:

Michael L

 

Date added:

June 15, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

3 / 659

 

Was viewed:

7066 times

 

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Essay content:

This target market is much wider and more diverse demographically than originally thought, and the MINI mindset comprises the “similar psychographic qualities” common to them all, despite an age span from 15 to 97 years (“MINI USA Launch Exceeds Expectations - Jack Pitney Credits Innovative Marketing, Enthusiastic Dealers On Road to Success,” 2003)...
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All of these objectives had to be achieved while still creating an innovative marketing approach that would set the MINI apart not only from BMW’s existing line but also from competitors’ models such as the PT Cruiser, that might lend the wrong image to the MINI. The IMC campaign achieves its objectives exceedingly well, given the many objectives and constraints within which it was forced to operate...
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