THE MINI RouND 3 Like the chance to win $5,000 in annuaL cash prizes whiLe showing CREATIVE off your big idea? CHALLENGE JoHN CoopER WoRkS Background PoSITIonIng, roLE WITHIn THE MInI comparisons and alignment with the Whilst perhaps not a household name in FaMILY & Brand conTrIBuTIon MInI challenge race car are encouraged australia, in parts of the world the name For driving enthusiasts, John cooper Works integrating the road and race car program. John cooper is synonymous with automotive is the brand for extreme (driving) fun with an TargET grouPS engineering excellence. He was regarded as unconventional attitude. John cooper Works The target audience for MInI John cooper a brilliant race engine developer and – apart is positioned as: The Extreme. Works – again – is derived from the MInI from providing the MInI classic with added target group. It is defined as modern, It is based on a combination of the heritage dynamic zest – revolutionised racing with performance-oriented customers who are: and success of the John cooper story, the first mid-engine Formula 1 race car (a • risk-takers premium performance engineering and the design fundamental employed in all Formula • Seeking new challenges essence of MInI. 1 to this day), in the process enabling Jack • not ‘show offs’ Brabham to become 1959 world champion John cooper Works is positioned as a sub- •Interested in ‘extraordinary’ cars in a cooper-climax. brand within the MInI brand architecture. • Technology and design oriented John cooper Works denominates the brand. • Interested in motor sport In 2007 the rights to the John cooper Works The products are: •Thriftless name were acquired by BMW ag from • MInI John cooper Works the cooper family as part of a strategy to • MInI John cooper Works clubman establish John cooper Works as a fully- • MInI John cooper Works cabrio fledged sub-brand in the MInI family and in so-doing strengthen the overall MInI brand. DEADLINE: ApRIL 21, 2010 ProducT Part of this strategy was to implement a Email or post your entry to crEaTIVE Premium Performance Substance is at the freshening of the John cooper Works brand Magazine, the editor, Larissa Meikle: core, supported by the elements of power in order to align it more clearly with the email@example.com train, agility and customization. MInI brand, whilst retaining the inherent 1. Power train: extremely powerful Yaffa Publishing characteristics of the John cooper Works 2. agility: extreme go-kart feeling c/o creative Magazine look and feel. 3. customization: extremely versatile 17 – 21 Bellevue Street, STraTEgIc MarkETIng oBJEcTIVES Surry Hills, nSW, 2010 The emphasis is on extreme driving fun The John cooper Works models represent a – through premium engineering, quality For more information or images contact number of attributes associated to the and integration rather than sheer speed. Larissa Meikle on (02) 9213 8283. MInI brand: a • performance halo for the MInI brand. • a synergy with the MInI challenge race program.
Pages to are hidden for
"Mini Brand Strategy THE"Please download to view full document