BMW AND MINI GROUP
BMW Mini is a British automotive company founded in 1969, owned by German automotive company BMW since 2000. They produce a range of small cars assembled in England and Holland.
Services Offered: Sales Research and Strategy Development.
THE OPPORTUNITY
MINI approached the MDP to conduct research in regards to certain parts of their go-to-market strategy in Ireland. MDP was asked to identify their target consumer, perceptions about Mini and appropriate communication channels to reach the consumer.
THE CHALLENGE
The MDP advisors identified how MINI could create a more meaningful connection with the Irish consumer with a focus on reaching the younger audience.
THE RESULTS
After gaining an understanding of the market, the advisors presented the retail strategy to the MINI and BMW group identifying the most relevant messages and appropriate communication channels to reach each of the segments.