Strategic Marketing Success

MINI

2001-Best of the Best: MINI- Most Fun — Auto Week Magazine

2001-Car of the Year —Car Magazine

2002-Grand Prix Award — European Car Magazine 2002-Britain’s Best Hot Hatch — Autocar Magazine

2003-North American Car of the Year 2003-Sporting Car of the Year —Car of the Year Awards — Auto Express

History in MINI Into the Future Rebuild a MINI(ute) Go Global

MINI Product Life Cycle400 350 300 250 200 150 100 50 0 Volume (`000)

Year

Turning the CornerWebsite Heritage Fun Rally Racing Payment plans History Personality From Driving Safety standards Mini to experience MINI Brand name Design improvement British Bulldog College Graduate Program Individuality Leasing Lets motor

High resale value

Services

Intangibles

Core Product

Optional extras

Value for Money

Inspiration

Insurance Warranty

Funky

Icon Focus on Customer service

Economic

Retail Financing

Let’s Mess With Perfection!

EYE-CATCHING PERFECTLY BALANCED POWER PACKED REFINED

Let’s Evolve!“And then there’s the fact that it’s a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britain’s best hot hatch, May 2002

Low

Price positioning

High

Available

Brand positioning

Exclusive

Product/Services Existing New

Markets

Core Values Advertising Promotion Warranty

Revival of an icon Clothing Toys Accessories

Existing

Puma MINI Rally Racing Movie – Italian Job Global expansion

US Market Financial Services

New

Let’s Motor!