BMW Segmentation, Targeting and Positioning

By John Dudovskiy
April 22, 2016

BMW segmentation targeting and positioningBMW segmentation, targeting and positioning can be specified as the base of the marketing efforts of the company. BMW, as well as, any other business entity has to divide population into different categories according to a set of certain criteria and develop products and services that are particularly attractive to this specific group. This marketing process is known as segmentation, targeting and positioning.  Segmentation, targeting and positioning is important because businesses cannot offer products and services that are attractive to all members of population in an equal manner. Segmentation implies dividing potential customers into different groups according to certain criteria such as age, social class, lifestyle etc. Segmentation can be divided into four types: demographic, behavioral, and psycho-graphic.

Segmentation stage is followed by targeting and this stage is associated with selection of specific group(s) as a target customer segment. Positioning is the last stage in segmentation, targeting and positioning and this stage involves selection of the marketing mix that is relevant to the chosen target customer segment in the best possible manner.

BMW Group uses mono-segment type of positioning and accordingly, the company makes an appeal to a single customer segment. In other words, BMW Group product portfolio only comprises expensive vehicles at a premium level and the company does not have budget vehicles in its portfolio to target individuals and households with a smaller budget.

The following table  illustrates BMW segmentation, targeting and positioning:

Type of segmentation Segmentation criteria BMW Group target segment  
    BMW MINI Rolls-Royce
Geog-raphic Region Domestic/international Domestic/international Domestic/international
Density Urban/rural Urban Urban
Demog-raphic Age 20-65 25-45 40+
Gender Males & Females Males & Females Males & Females
Life-cycle stage Bachelor StageNewly MarriedCouples

Full Nest I

Full Nest II

Full Nest III

Empty Nest I

Empty Nest II

Solitary Survivor I

Solitary Survivor II

Bachelor StageNewly MarriedCouples

Full Nest I


Full Nest IIFull Nest IIIEmpty Nest I

Empty Nest II

Solitary Survivor I

Solitary Survivor II

Income High High High
Occupa-tion Professionals & executives Professionals & executives Professionals & executives
Behavi-oral Degree of loyalty ‘Hard core loyals”Soft core loyals”Switchers’ ‘Soft core loyals”Switchers’ ‘Hard core loyals’
Benefits sought ReliabilitySense of achievementSpeed ReliabilitySense of achievementSpeed ReliabilitySense of achievementExpression of high status
Persona-lity Determined and ambitious Easygoing Determined and ambitious
User status non-usersregular users,ex-users potential users, first-time users first-time users regular users
Psychographic Social class Middle classUpper class Middle class Upper class
Lifestyle[1] AspirerSucceeder ExplorerReformer Resigned

BMW segmentation, targeting and positioning

It has to be acknowledged that segmentation, targeting and positioning for BMW presented in Table above is conducted in a broad manner, without making distinctions between various models of a particular brand. Each of the brands within BMW Group can be subjected to further segmentation, targeting and positioning as well.

For example, table above categorizes MINI target customer segment as 25-45 year-old males and females within Full Nest 1 life-cycle (married couple and youngest child under six) with a high loyalty to the car as a product, but not currently using MINI products. However, specific models such as MINI Roadster, MINI Clubman, and MINI John Cooper Works that belong to the same MINI brand have been developed for different customer segments.

BMW Group Report constitutes a comprehensive analysis of marketing strategy and business strategy of BMW Group. The report illustrates the application of the ma22jor analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on BMW Group. Moreover, the report contains analysis of BMW Group’s leadership and organizational structure and discusses the issues of corporate social responsibility.

BMW Group Report

[1] According to Cross Cultural Consumer Characterization by Young & Rubican


Category: Marketing