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MINI New Naming Strategy Alexandra Aigner - Elizaveta Chesnochkova - Melanie Kern - Jing MINI New Naming Strategy Alexandra Aigner - Elizaveta Chesnochkova - Melanie Kern - Jing Xu Dario Lo Turco - Karina Ingwersen April 26, 2013

AGENDA 1. 2. 3. 4. 5. Introduction Status Quo & Analysis Solution Concept Implementation AGENDA 1. 2. 3. 4. 5. Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 2

AGENDA 1. Introduction 1. 1 Problem Definition 1. 2 Objectives 1. 3 Problem Solution AGENDA 1. Introduction 1. 1 Problem Definition 1. 2 Objectives 1. 3 Problem Solution 2. Status Quo & Analysis 3. Solution Concept 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 3

PROBLEM DEFINITION MINI HATCH(BACK) MINI HARDTOP Development of a … … Name for the PROBLEM DEFINITION MINI HATCH(BACK) MINI HARDTOP Development of a … … Name for the Hatch Model … consistent Naming Strategy for the Future Portfolio of MINI Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 4

STREET INTERVIEW Video 5 STREET INTERVIEW Video 5

OBJECTIVES • Improve Brand Awareness and attract new Customers • Create a consistent international OBJECTIVES • Improve Brand Awareness and attract new Customers • Create a consistent international Image by aligning Names • Foster a clearer Brand Image • Strengthen the competitive Position in the World • Increase Business Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 6

FIRST IMPRESSION OF OUR SOLUTION MINI ! - Introduction Status Quo & Analysis Solution FIRST IMPRESSION OF OUR SOLUTION MINI ! - Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 7

AGENDA 1. 2. Introduction Status Quo & Analysis 2. 1 Target Group 2. 2 AGENDA 1. 2. Introduction Status Quo & Analysis 2. 1 Target Group 2. 2 Branding Elements 2. 3 Portfolio Overview 2. 4 Evaluation of current Portfolio 2. 5 Competitor Analysis 3. Solution Concept 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 8

TARGET GROUP • Young at Heart • Young middle-upper Class • Demands for Quality TARGET GROUP • Young at Heart • Young middle-upper Class • Demands for Quality • Open towards new Trends • Tends to be spontaneous and active • Looks for Fun and Excitement Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 9

META-MILIEUS IN WESTERN EUROPE http: //www. sinus-institut. de/uploads/tx_mpdownloadcenter/informationen_2009_01. pdf Introduction Status Quo & Analysis META-MILIEUS IN WESTERN EUROPE http: //www. sinus-institut. de/uploads/tx_mpdownloadcenter/informationen_2009_01. pdf Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 10

BRANDING ELEMENTS Brand Signals Brand Personality Brand Substance Clear Writing Capital Letters Silver Spoiler BRANDING ELEMENTS Brand Signals Brand Personality Brand Substance Clear Writing Capital Letters Silver Spoiler „Two Wings“ Black Circle Excitement Like a Friend Inventive Energetic Irresistible Unique High Quality Premium Car Unique Design Go Kart Feeling Lifestyle Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 11

PORTFOLIO OVERVIEW MINI COUPÉ MINI ROADSTER MINI COUPE MINI HATCH MINI HARDTOP MINI CABRIO PORTFOLIO OVERVIEW MINI COUPÉ MINI ROADSTER MINI COUPE MINI HATCH MINI HARDTOP MINI CABRIO MINI CLUBMAN MINI CONVERTIBLE Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 12

PORTFOLIO OVERVIEW MINI COUNTRYMAN MINI CLUBVAN MINI CROSSOVER DESIGNMODEL SPECIAL EDITION MINI BOND STREET PORTFOLIO OVERVIEW MINI COUNTRYMAN MINI CLUBVAN MINI CROSSOVER DESIGNMODEL SPECIAL EDITION MINI BOND STREET MINI BAYSWATER MINI HIGHGATE MINI HYDE PARK MINI PACEMAN Introduction MINI JOHN COOPER WORKS Status Quo & Analysis Solution Concept MINI GREEN PARK MINI BRICK LANE . . . Implementation Conclusion & Outlook 13

PORTFOLIO OVERVIEW MINI Engine Name Model Name MINI ONE COUNTRYMAN MINI COOPER COUNTRYMAN MINI PORTFOLIO OVERVIEW MINI Engine Name Model Name MINI ONE COUNTRYMAN MINI COOPER COUNTRYMAN MINI COOPER Drive Train COUNTRYMAN MINI ONE D COUNTRYMAN MINI COOPER D COUNTRYMAN ALL 4 MINI COOPER S COUNTRYMAN MINI COUNTRYMAN COOPER S MINI COOPER S COUNTRYMAN ALL 4 MINI COOPER SD COUNTRYMAN ALL 4 MINI JOHN COOPER WORKS COUNTRYMAN MINI Introduction JOHN COOPER WORKS Status Quo & Analysis COUNTRYMAN Solution Concept Implementation Conclusion & Outlook 14

3 SURVEYS 1. 2. Online Survey with 16 Questions – 243 Participants from different 3 SURVEYS 1. 2. Online Survey with 16 Questions – 243 Participants from different Countries – Mostly Germany, China, Italy, Russia – Only Single/Multiple Choice Questions 3. Introduction Street Interview at Hamburg Marathon 2013 Retailer Interview – UK, Germany, Russia, Italy, China, France Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 15

EVALUATION OF CURRENT NAMING Gives Customers an Orientation Contributes to the Brand MINI Authentic EVALUATION OF CURRENT NAMING Gives Customers an Orientation Contributes to the Brand MINI Authentic Future proof Contributes to easy and strong Communication Internationally appropriate Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 16

COMPETITOR ANALYSIS Honda Civic Brand Honda Civic Design Engine Cap. Comfort Model Name 1. COMPETITOR ANALYSIS Honda Civic Brand Honda Civic Design Engine Cap. Comfort Model Name 1. 4 Design Cap. / Engine VW Beetle Brand Model Name Volkswagen Beetle Sport Model Name Design Engine Cap. Sport 1. 6 2. 0 TDI Suzuki Swift Brand Suzuki Introduction Swift Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 17

NAMING STRATEGY - BENCHMARK Type of Engine Size of Engine / Bodystyle / Platform NAMING STRATEGY - BENCHMARK Type of Engine Size of Engine / Bodystyle / Platform Series Number • cubic centimeters i = fud = diesel engine • el-injection divided by 100 • h = hydrogen engine BMW 3 18 i Introduction Status Quo & Analysis Solution Concept • g = compressed natural gas/CNG • e = eta – power with economy • x = x. Drive sytem • L = long wheelbase • C = coupe • C = convertible • T = touring/wagon • t = hatchback • s = sport Implementation Conclusion & Outlook 18

AGENDA 1. 2. Introduction Status Quo & Analysis 3. Solution Concept 3. 1 Hatch AGENDA 1. 2. Introduction Status Quo & Analysis 3. Solution Concept 3. 1 Hatch Scenario I – MINI 3. 2 Hatch Scenario II – MINI COOPER 3. 3 Hatch Scenario III – MINI with a new Name 3. 4 Recommendation for MINI Hatch 3. 5 Overall Naming Strategy 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 19

SCENARIO I MINI HATCH MINI HARDTOP = MINI Introduction Status Quo & Analysis Solution SCENARIO I MINI HATCH MINI HARDTOP = MINI Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 20

SCENARIO I – INI M q MINI ONE HATCH q MINI ONE D q SCENARIO I – INI M q MINI ONE HATCH q MINI ONE D q MINI COOPER HATCH q MINI COOPER D q MINI COOPER SD q MINI COOPER S HATCH q MINI JOHN COOPER WORKS HATCH Introduction Status Quo & Analysis q MINI JOHN COOPER WORKS GP Solution Concept Implementation Conclusion & Outlook 21

KEY SUCCESS FACTORS – MINI No own Identity Gives Customers an Orientation Authentic Contributes KEY SUCCESS FACTORS – MINI No own Identity Gives Customers an Orientation Authentic Contributes to the Brand MINI Represents the same Brand Value Future proof Confusing with Model Extension Contributes to easy and strong Communication Confusion: MINI = Brand and/or Hatch Internationally appropriate Introduction Status Quo & Analysis Easy to pronounce & no Connotation Solution Concept Implementation Conclusion & Outlook 22

EVALUATION OF SCENARIO I Advantages Disadvantages q Easy to remember q No own Identity EVALUATION OF SCENARIO I Advantages Disadvantages q Easy to remember q No own Identity q Already existing in some Countries q Does not fit the other Model Names e. g. MINI PACEMAN q Relatively low Communication Expenses Introduction Status Quo & Analysis q Confusion with Extension of Portfolio Solution Concept Implementation Conclusion & Outlook 23

SCENARIO II – INI COOPER M MINI HATCH = = MINI COOPER Introduction Status SCENARIO II – INI COOPER M MINI HATCH = = MINI COOPER Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 24

SURVEY RESULT – MINI COOPER 10. Please take a look at the following 3 SURVEY RESULT – MINI COOPER 10. Please take a look at the following 3 pictures and assign the name "COOPER". Picture 1 Picture 2 Picture 3 Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 25

SURVEY RESULT – MINI COOPER 10. Please now assign the name SURVEY RESULT – MINI COOPER 10. Please now assign the name "COOPER" to the picture/s. 70% 60% 50% 40% 67% 30% 20% 10% 0% 3% Picture 1 7% Picture 2 Picture 3 14% 9% Picture 1 & 2 & 3 I don't know Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 26

SCENARIO II – INI COOPER M Model Name = COOPER Engine Name = PLUS SCENARIO II – INI COOPER M Model Name = COOPER Engine Name = PLUS q MINI ONE D q MINI COOPER D q MINI COOPER SD q MINI COOPER PLUS SD q MINI JOHN COOPER WORKS GP q MINI COOPER JOHN COOPER WORKS GP Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 27

SCENARIO II – INI COOPER M q MINI ONE COUNTRYMAN q MINI ONE D SCENARIO II – INI COOPER M q MINI ONE COUNTRYMAN q MINI ONE D COUNTRYMAN q MINI COUNTRYMAN ONE D q MINI COOPER COUNTRYMAN q MINI COOPER D COUNTRYMAN q MINI COOPER SD COUNTRYMAN q MINI COUNTRYMAN PLUS D q MINI COUNTRYMAN PLUS SD q MINI JOHN COOPER WORKS COUNTRYMAN q MINI COUNTRYMAN JOHN COOPER WORKS Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 28

KEY SUCCESS FACTORS – MINI COOPER The Majority regards COOPER as Hatch Model Gives KEY SUCCESS FACTORS – MINI COOPER The Majority regards COOPER as Hatch Model Gives Customers an Orientation Authentic Part of Brand History Contributes to the Brand MINI Future proof Contributes to easy and strong Communication Internationally appropriate Introduction Status Quo & Analysis MINI COOPER= Engine or Hatch ? Easy to pronounce & no Connotation Solution Concept Implementation Conclusion & Outlook 29

EVALUATION OF SCENARIO II Advantages Disadvantages q COOPER is internationally used q Loss of EVALUATION OF SCENARIO II Advantages Disadvantages q COOPER is internationally used q Loss of original Meaning -> Confusion q Common Association between MINI Hatch and COOPER q COOPER implies Design Aspects that contradict with ONE q Name reflects the MINI Values q Expensive Communication Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 30

SCENARIO III MINI HATCH = MINI + New Name MINI ? Introduction Status Quo SCENARIO III MINI HATCH = MINI + New Name MINI ? Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 31

SCENARIO III – AME FILTER N MINI ADVENTURE MINI STYLE MINI ORIGINAL MINI MILLENIUM SCENARIO III – AME FILTER N MINI ADVENTURE MINI STYLE MINI ORIGINAL MINI MILLENIUM MINI CRUISER MINI ISLAND MINI WHISTLE MINI MATE MINI HOLIDAY MINI PRIME MINI COOL MINI ATHLETE MINI REGULAR MINI SENSE MINI FAVOURITE MINI MILE MINI BUDDY MINI NATURAL MINI HERO MINI GB MINI LONDON MINI FUN MINI MASTER MINI LOVE MINI KING MINI TOP MINI SPIRIT MINI CLASSIC MINI CITYMAN MINI LEGENDARY Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 32

SCENARIO III – INI CLASSIC M The “Classic” Car Gives Customers an Orientation Authentic SCENARIO III – INI CLASSIC M The “Classic” Car Gives Customers an Orientation Authentic Contributes to the Brand MINI Not consistent with Brand Value Future proof Not extendable for the Hatch Model Contributes to easy and strong Communication Confusing - Old Model 1996 -2000 Internationally appropriate Introduction Status Quo & Analysis Easy to pronounce & no Connotation Solution Concept Implementation Conclusion & Outlook 33

SCENARIO III – INI CITYMAN M Gives Customers an Orientation Positive - City / SCENARIO III – INI CITYMAN M Gives Customers an Orientation Positive - City / Urban Car Authentic Fits well to other Models Consistent to Brand Value Contributes to the Brand MINI Future proof Contributes to easy and strong Communication Easy to remember & metaphoric Internationally appropriate Globally understandable Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 34

SCENARIO III – INI LEGENDARY M Positive, reliable, historic and heroic Gives Customers an SCENARIO III – INI LEGENDARY M Positive, reliable, historic and heroic Gives Customers an Orientation Authentic Consistent with brand value Contributes to the Brand MINI Future proof Contributes to easy and strong Communication Easy to remember & emotional Internationally appropriate Globally understandable Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 35

SCENARIO III – AME EVALUATION N MINI CLASSIC Gives Customers an Orientation Authentic Contributes SCENARIO III – AME EVALUATION N MINI CLASSIC Gives Customers an Orientation Authentic Contributes to the Brand MINI Future proof Contributes to easy & strong Communication Internationally appropriate Introduction Status Quo & Analysis Solution Concept MINI CITYMAN Implementation MINI LEGENDARY Conclusion & Outlook 36

SCENARIO III – INI LEGENDARY M q MINI ONE D q MINI LEGENDARY ONE SCENARIO III – INI LEGENDARY M q MINI ONE D q MINI LEGENDARY ONE D q MINI COOPER D q MINI COOPER SD q MINI LEGENDARY COOPER SD q MINI JOHN COOPER WORKS GP q MINI LEGENDARY JOHN COOPER WORKS GP Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 37

EVALUATION OF SCENARIO III Advantages Disadvantages q Own Identity q Possible Confusion q More EVALUATION OF SCENARIO III Advantages Disadvantages q Own Identity q Possible Confusion q More consistent Portfolio q Expensive Communication q Gain new Customers via new Campaign q International Image Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 38

RECOMMENDATION FOR MINI HATCH MINI + COOPER • MINI HATCH = MINI • MINI RECOMMENDATION FOR MINI HATCH MINI + COOPER • MINI HATCH = MINI • MINI = MINI COOPER • Engine Name = PLUS Introduction Status Quo & Analysis Solution Concept MINI + New Name • MINI LEGENDARY • Engine Name = COOPER Implementation Conclusion & Outlook 39

AGENDA 1. 2. Introduction Status Quo & Analysis 3. Solution Concept 3. 1 Hatch AGENDA 1. 2. Introduction Status Quo & Analysis 3. Solution Concept 3. 1 Hatch Scenario I – MINI 3. 2 Hatch Scenario II – MINI Cooper 3. 3 Hatch Scenario III – MINI with a new Name 3. 4 Recommendation for MINI Hatch 3. 5 Overall Naming Strategy 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 40

NAMING CONCEPT Marketing Communication Introduction Status Quo & Analysis Clear Brand Picture Solution Concept NAMING CONCEPT Marketing Communication Introduction Status Quo & Analysis Clear Brand Picture Solution Concept Implementation Badging Conclusion & Outlook 41

COMPLETE NAMING STRATEGY Criteria Selection: Model Name Engine Name Engine Capacity Fuel Type Model COMPLETE NAMING STRATEGY Criteria Selection: Model Name Engine Name Engine Capacity Fuel Type Model Family Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 42

SURVEY RESULTS - NAMING STRATEGY 16. What kind of information do you consider as SURVEY RESULTS - NAMING STRATEGY 16. What kind of information do you consider as important in car names? (Multiple Solutions possible) 40% 30% 20% 38% 10% 0% 12% Model Name Engine Name 14% 15% Engine Fuel Type Capacity (e. g Petrol, (Hubraum) Diesel) 16% 5% Model Family I don‘t know Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 43

COMPLETE NAMING STRATEGY Criteria Model Name Engine Capacity Fuel Type Model Family Introduction Gives COMPLETE NAMING STRATEGY Criteria Model Name Engine Capacity Fuel Type Model Family Introduction Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy & strong Communication Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 44

SURVEY RESULTS – ENGINE NAME 12. What does the name COOPER stand for? 60% SURVEY RESULTS – ENGINE NAME 12. What does the name COOPER stand for? 60% 50% 40% 30% 51% 20% 10% 0% 5% Engine 14% 19% Design Engine and Design 12% Racing I don't know Driver Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 45

ENGINE NAME – ACTION POSSIBILITIES Explain current Engine Naming in a Campaign Change the ENGINE NAME – ACTION POSSIBILITIES Explain current Engine Naming in a Campaign Change the Engine Names in an understandable Manner Completely leave out Engine Names in the Official Designation of the individual Cars Target: Facilitate Communication Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 46

NAMING STRATEGY – ENGINE NAME Criteria Model Name Engine Capacity Fuel Type Model Family NAMING STRATEGY – ENGINE NAME Criteria Model Name Engine Capacity Fuel Type Model Family Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy & strong Communication Dedicate the Name Cooper 100% to the Engine and leave Design and Trim Aspects up to choice in Model Configurator. Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 47

ANALYSIS OF CAPACITY INFORMATION • Engine Capacity • Horse Power • Kilowatt Most MINIs ANALYSIS OF CAPACITY INFORMATION • Engine Capacity • Horse Power • Kilowatt Most MINIs have an Engine Capacity of 1. 6 Figures of COOPER S & COOPER SD differ –> Creates Confusion All MINI‘s have 4 Cylinders - in Future 3 -> No distinctive Characteristic • Cylinders MINI Customers are different. Figures don‘t fit the Brand Picture. Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 48

NAMING STRATEGY - CAPACITY Criteria Model Name Engine Capacity Fuel Type Model Family Introduction NAMING STRATEGY - CAPACITY Criteria Model Name Engine Capacity Fuel Type Model Family Introduction Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy & strong Communication Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 49

ANALYSIS OF FUEL TYPES The Automobile Industry is a changing Environment: Resources are limited ANALYSIS OF FUEL TYPES The Automobile Industry is a changing Environment: Resources are limited Petrol Car Producers develop new Concepts Wide Range of alternative Fuel Types Introduction Status Quo & Analysis Solution Concept Diesel Electric Hydrogen Hybrid Plug-in Hybrid CNG (Compressed Natural Gas) LPG (Liquefied Petroleum Gas) Implementation Conclusion & Outlook 50

NAMING STRATEGY - FUEL TYPE Criteria Model Name Engine Capacity Fuel Type Model Family NAMING STRATEGY - FUEL TYPE Criteria Model Name Engine Capacity Fuel Type Model Family Introduction Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy & strong Communication Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 51

NAMING STRATEGY – MODEL FAMILY Criteria Model Name Engine Capacity Fuel Type Model Family NAMING STRATEGY – MODEL FAMILY Criteria Model Name Engine Capacity Fuel Type Model Family MINI Introduction Gives Customers an Orientation Contributes to the Brand MINI Contributes to easy & strong Communication Model Name Status Quo & Analysis Solution Concept Fuel Type Implementation Conclusion & Outlook 52

NAMING CONCEPT Marketing Communication Clear Brand Picture Model Name + Fuel Type + Engine NAMING CONCEPT Marketing Communication Clear Brand Picture Model Name + Fuel Type + Engine Name + Drive Train Model Name + Fuel Type Introduction Status Quo & Analysis Badging Solution Concept Implementation Conclusion & Outlook 53

BADGES - VARIOUS PROPELLANTS Petrol Diesel Electric Hydrogen Hybrid Plug-in Hybrid CNG (Compressed Natural BADGES - VARIOUS PROPELLANTS Petrol Diesel Electric Hydrogen Hybrid Plug-in Hybrid CNG (Compressed Natural Gas) LPG (Liquefied Petroleum Gas) Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 54

BADGES – LEGENDARY D Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & BADGES – LEGENDARY D Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 55

BADGE – PACEMAN E Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & BADGE – PACEMAN E Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 56

BADGES – COUNTRYMAN H 2 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion BADGES – COUNTRYMAN H 2 Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 57

NAMING CONCEPT - EXAMPLES Marketing Communication e. g. MINI LEGENDARY D MINI COUNTRYMAN E NAMING CONCEPT - EXAMPLES Marketing Communication e. g. MINI LEGENDARY D MINI COUNTRYMAN E MINI PACEMAN H 2 MINI COUPÉ NG MINI ROADSTER PLH Introduction Status Quo & Analysis Clear Brand Picture Badging e. g. MINI + LEGENDARY + COOPER + COUNTRYMAN + ROADSTER + COUPÉ + + LEGENDARY + COOPER Solution Concept Implementation Conclusion & Outlook 58

FUTURE PORTFOLIO MINI SUNNINGDALE MINI ROCKET Introduction Solution Concept Status Quo & Analysis MINI FUTURE PORTFOLIO MINI SUNNINGDALE MINI ROCKET Introduction Solution Concept Status Quo & Analysis MINI CITYMAN Implementation Conclusion & Outlook 59

FUTURE PORTFOLIO MINI TAXIMAN Introduction MINI BEACHVAN Status Quo & Analysis Solution Concept MINI FUTURE PORTFOLIO MINI TAXIMAN Introduction MINI BEACHVAN Status Quo & Analysis Solution Concept MINI GENTLEMAN Implementation Conclusion & Outlook 60

atc hb 0 on ac k ve rti Ro ble ad ste r Co atc hb 0 on ac k ve rti Ro ble ad ste r Co up é n C ar Su Va ns V GENTLE MAN L S ag o da n PACE MAN LEGEND HATCH ARY CABRIO ROADSTER Ot he rs FUTURE PORTFOLIO Car Size M W Se NOBLE MAN COUPÉ CITY MAN CARA VAN TAXI MAN CLUB MAN COUNTRY MAN WING MAN ROCKET BEACH VAN CLUB VAN PICK UP SUNNING DALE Car Bodies Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 61

BENEFITS OF OUR SOLUTION q Reinforces Brand Image q Clearer Model Names with BENEFITS OF OUR SOLUTION q Reinforces Brand Image q Clearer Model Names with indispensible Information q Facilitates Brand Communication q Better Understanding, less Confusion q Helps Customers to remember the Brand q New Marketing Campaign attracts new Customers Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 62

AGENDA 1. Introduction 2. Status Quo & Analysis 3. Solution Concept 4. Implementation 5. AGENDA 1. Introduction 2. Status Quo & Analysis 3. Solution Concept 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 63

IMPLEMENTATION STRATEGY Release of new Hatch Model 2014 • Mass Media Advertising – TV/Print IMPLEMENTATION STRATEGY Release of new Hatch Model 2014 • Mass Media Advertising – TV/Print Media/Outdoor Advertising /Brochure • Commercials to promote the Engines - “COOPER POWER INSIDE“ also available with ONE POWER Introduction Status Quo & Analysis • Press Release/PR Events • Personal Selling – Showroom Activity/Exhibitions/Trade Shows • Align International Websites - Internationally consistent Names Solution Concept Implementation Conclusion & Outlook 64

SLOGAN FOR CAMPAIGNS Once a LEGEND Introduction Status Quo & Analysis - Solution Concept SLOGAN FOR CAMPAIGNS Once a LEGEND Introduction Status Quo & Analysis - Solution Concept Forever LEGENDARY ! Implementation Conclusion & Outlook 65

SLOGAN FOR CAMPAIGNS COOPER POWER INSIDE Live LEGENDARY ! Introduction Status Quo & Analysis SLOGAN FOR CAMPAIGNS COOPER POWER INSIDE Live LEGENDARY ! Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 66

FURTHER SLOGANS • NOT NORMAL, LEGENDARY! • Will you be normal or will you FURTHER SLOGANS • NOT NORMAL, LEGENDARY! • Will you be normal or will you be LEGENDARY? • LIVE THE LEGENDARY DREAM! • Become LEGENDARY! • We live LEGENDARY and so will you! • Live the LEGENDARY feeling! • LEGENDARY CAR, LEGENDARY DRIVER! Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 67

AGENDA 1. Introduction 2. Status Quo & Analysis 3. Solution Concept 4. Implementation 5. AGENDA 1. Introduction 2. Status Quo & Analysis 3. Solution Concept 4. Implementation 5. Conclusion & Outlook Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 68

CONCLUSION Analysis q q q Status Quo Key Success Factors Target Group Hatch Model CONCLUSION Analysis q q q Status Quo Key Success Factors Target Group Hatch Model q q q Scenario I: MINI Scenario II: MINI COOPER + new Name for the Engine Scenario III: MINI LEGENDARY Complete Naming q q q Marketing Communication: Model Name + Fuel Type Badging: Model Name + Fuel Type + Engine Type Consistent Naming for Future Models Introduction Status Quo & Analysis Solution Concept q q Competitor Analysis Survey Implementation Conclusion & Outlook 69

OBSTACLES & ITIGATION M OBSTACLES MITIGATION MEASURES q New Learning Process for the OBSTACLES & ITIGATION M OBSTACLES MITIGATION MEASURES q New Learning Process for the Customers q Great Effort to make structural Changes q High Communication & Promotion Expenses Introduction Status Quo & Analysis q Comprehensive Marketing Campaign – Advertising, Brochures, Training, etc. q Implement strict Monitoring and Budget Controlling Solution Concept Implementation Conclusion & Outlook 70

LONG-TERM BENEFITS • Improve Brand Awareness and attract new Customers • Create a consistent LONG-TERM BENEFITS • Improve Brand Awareness and attract new Customers • Create a consistent international Image by aligning Names • Foster a clearer Brand Image • Strengthen the competitive Position in the World • Increase Business Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 71

THANK YOU FOR YOUR ATTENTION! MINI LEGENDARY Introduction Status Quo & Analysis Solution Concept THANK YOU FOR YOUR ATTENTION! MINI LEGENDARY Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 72

REFERENCES • • • www. mini. de and most of the international MINI websites REFERENCES • • • www. mini. de and most of the international MINI websites https: //register. dpma. de/DPMAregister/marke/einsteiger http: //www. miniworld. co. uk/the-scene/new-to-minis/79 -history-of-the-mini http: //www. beedictionary. com/meaning/city_man http: //news. bbc. co. uk/2/hi/business/1342234. stm http: //minie 2010. wordpress. com/target-group/ http: //www. bloomberg. com/news/2010 -08 -26/bmw-s-not-so-mini-targets-families-to-lift-salespast-trendsetters-. html http: //www. integral. co. at/de/sinus/milieus_int. php http: //www. sinus-institut. de/uploads/tx_mpdownloadcenter/informationen_2009_01. pdf http: //www. integral. co. at/de/sinus/milieus_graphic_cee_gr. jpg http: //www. thefreedictionary. com/legendary http: //www. autobild. de/bilder/vorschau-alle-neuen-bmw-und-mini-bis-2016 -3426684. html www. suzuki. se; http: //www. honda. com/; http: //www. citroen. com/; http: //www. volkswagen. co. uk/ • Retailer information (UK, France, Germany, China, Russia, Italy - 3 interviews each) • Brochures : MINI Service (Frühling/Sommer 2013) BMWemotion Hamburg Frühjahr 2013 THE MINI INTERNATIONAL (Ausgabe Nr. 39) • • Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 73

BACKUP 74 BACKUP 74

META-MILIEUS CENTRAL- EAST EUROPE & RUSSIA http: //www. sinus-institut. de/uploads/tx_mpdownloadcenter/informationen_2009_01. pdf Introduction Status Quo META-MILIEUS CENTRAL- EAST EUROPE & RUSSIA http: //www. sinus-institut. de/uploads/tx_mpdownloadcenter/informationen_2009_01. pdf Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 75

COMPETITOR ANALYSIS Honda Civic • Relating belonging to the City • Relating of befitting COMPETITOR ANALYSIS Honda Civic • Relating belonging to the City • Relating of befitting Citizens as Individuals Citroёn DS Different Spirit Déesse (D S)= Goddess (French pronunciation) VW Beetle • Compact • Fast • Smart • Unique • Alive Suzuki Swift • Moving or capable of Moving at High Speed • Happening quickly or promptly Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 76

BENCHMARK MODEL FAMILY - BMW Series -1, 3, 5, 6, 7 3 -door, 5 BENCHMARK MODEL FAMILY - BMW Series -1, 3, 5, 6, 7 3 -door, 5 door, Coupe, Convertible, Active E, 1, 3, 5, 6 X Sedan, Turismo, +5/6 individual, Grand Turismo 5 security Touring 5/6 M models Introduction Status Quo & Analysis Hybrid 3/5/7 Z 4 Solution Concept M-models Coupe, convertible, Sedan, grand coupe Implementation Conclusion & Outlook 77

BENCHMARK MODEL FAMILY - AUDI Audi A - models 1, 2, 4, 5, 6, BENCHMARK MODEL FAMILY - AUDI Audi A - models 1, 2, 4, 5, 6, 7, 8 Q – models 3/5/7 R - models TT - models A, B, C, D – platforms, S-sport : RSTT, A 4(B 5) Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 78

BENCHMARK MODEL FAMILY - MERCEDES A B C CL CLA CLS E G GL BENCHMARK MODEL FAMILY - MERCEDES A B C CL CLA CLS E G GL GKL M R S SL SLK SLS C E S CLS R G GL GLK M CL SL SLK SLS sedan lines Introduction The Hybrids Status Quo & Analysis The SUVs Solution Concept The Two-Doors and Roadsters Implementation Conclusion & Outlook 79

INT. CAR DEALER SURVEY International Car Dealer Survey – Telephone Interview based on a INT. CAR DEALER SURVEY International Car Dealer Survey – Telephone Interview based on a predetermined Questionnaire Target: Obtain Feedback from Professionals that are close to Customers Country Germany 8 Market Choice: Cover most important Sales Markets: 1. UK 2. Germany Italy 3 France 5 Russia 1 China 3 Introduction Status Quo & Analysis Solution Concept # of answers UK Implementation Conclusion & Outlook 80

INT. CAR DEALER SURVEY 1. Are Customers confused regarding the different Mini Car Model INT. CAR DEALER SURVEY 1. Are Customers confused regarding the different Mini Car Model Names? UK Most Customers are familiar with the MINI Portfolio (Research beforehand) Germany Yes – they are confused – especially because of the Engine „COOPER“. Italy Yes, they tend to associate the COOPER Model with the HATCH Model. France No, in general Customers are not confused with the Portfolio. Russia Customers can‘t really distinguish between the Models. China Yes, most of the Customers are confused. They only know COOPER Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 81

INT. CAR DEALER SURVEY 2. Do Clients tend to see the COOPER Model as INT. CAR DEALER SURVEY 2. Do Clients tend to see the COOPER Model as the basic/standard Model? UK - Germany Yes - the Customer tend to see the COOPER as the basic Model. Italy Yes, a lot of them. France Yes, that‘s true. Russia Most people don’t know that cooper is an engine - Mini Cooper is the most common association (the hatch model). China Yes, most of them buy the car because of COOPER Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 82

INT. CAR DEALER SURVEY 3. Assumed the MINI (hatch ) Model would be named INT. CAR DEALER SURVEY 3. Assumed the MINI (hatch ) Model would be named COOPER, and the Subproduct Names would change to MINI COOPER ONE, MINI COOPER S, MINI COUNTRYMAN S etc. – what is your Opinion to this Approach? UK Not a good Idea – could cause Confusion. Names are already established. Germany No – all Retailers from Germany do not like this Idea. Italy No, it would create confusion especially for the retailers. France - Russia - China Not sure. Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 83

INT. CAR DEALER SURVEY 4. What do you think if we would create a INT. CAR DEALER SURVEY 4. What do you think if we would create a new Name for the MINI Model like CITYMAN/LEGEND for Example? UK Very good Idea to give the Hatch Model a Name. Germany No – the German Retailers like the current Structure and Naming of MINI. Italy Very good Idea, it would decrease the Confusion. France Good Idea to find a Name for the Hatch Model. Russia Yes, great Idea. China It is fine. Both are good Names. Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 84

INT. CAR DEALER SURVEY 5. Do you consider that your Clients have a need INT. CAR DEALER SURVEY 5. Do you consider that your Clients have a need of further Information in the Names of the individual Car Models? Should these include for example Technical Information such as Cylinder or Cylinder Capacity? UK MINI Customers are different. Most MINI‘s have an Engine Capacity of 1, 6 and only differ in Horsepower. Germany - Italy No. France - Russia Showing Technical Information is always good. China - Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 85

ONLINE SURVEY 1. What is your gender? 42% Male Female 58% Source: Own Online ONLINE SURVEY 1. What is your gender? 42% Male Female 58% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 86

ONLINE SURVEY 2. How old are you? 50% 40% 30% 20% 43% 41% 10% ONLINE SURVEY 2. How old are you? 50% 40% 30% 20% 43% 41% 10% 0% 5% 18 - 25 26 - 35 36 - 45 46 - 55 3% 2% 56 - 65 66 + 6% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 87

ONLINE SURVEY 3. Please indicate your place of residence (country). 60% 50% 40% 30% ONLINE SURVEY 3. Please indicate your place of residence (country). 60% 50% 40% 30% 20% Introduction Status Quo & Analysis Solution Concept Implementation Others USA UK Switzerland Sweden South Korea South Africa Russia Netherlands Italy India Hungary Germany France Colombia China Canada Austria Argentina 0% Australia 10% Conclusion & Outlook 88

ONLINE SURVEY 4. Please indicate your profession. 8% Employee Self-employed 32% 51% Freelancer Student ONLINE SURVEY 4. Please indicate your profession. 8% Employee Self-employed 32% 51% Freelancer Student Others 3% 6% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 89

ONLINE SURVEY 5. Do you own a MINI car or did you own one ONLINE SURVEY 5. Do you own a MINI car or did you own one in the past? 100% 80% 60% 40% 20% 0% Yes No Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 90

ONLINE SURVEY 6. If not, could you imagine buying one in the next 10 ONLINE SURVEY 6. If not, could you imagine buying one in the next 10 years? 70% 60% 50% 40% Maybe 37% 30% 20% 10% No 35. 80% Yes 27. 20% 0% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 91

ONLINE SURVEY 7. Please indicate the main reason for your decision? (Multiple solutions possible) ONLINE SURVEY 7. Please indicate the main reason for your decision? (Multiple solutions possible) Because of. . . 40% 30% 20% 36% Ot he rs 6% ac e / S ity ize . Ch an ce 9% Pe rfo rm Sp M M W B Im ag e of De Introduction Yes c. . IN I ice Pr sig n / S ty le 0% 16% 10% Ut il 13% 10% ar a 10% Status Quo & Analysis Source: Own Online Survey: 243 Participants from 20 Countries Solution Concept Implementation Conclusion & Outlook 92

ONLINE SURVEY 8. How well do you know the BMW MINI brand the individual ONLINE SURVEY 8. How well do you know the BMW MINI brand the individual car models? 4% 14% Not at all Hardly 37% Well 45% Very well Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 93

ONLINE SURVEY 9. Which model/s of MINI do you know? (Multiple solutions possible) 40% ONLINE SURVEY 9. Which model/s of MINI do you know? (Multiple solutions possible) 40% 30% 20% 10% 0% 37% 20% MINI ONE Introduction 20% 13% MINI COOPER MINI ONE CLUBMAN Status Quo & Analysis 7% 3% MINI JOHN I don't know COOPER S COOPER any model CABRIO WORKS COUPÉ Solution Concept Implementation Conclusion & Outlook 94

ONLINE SURVEY 10. Please take a look at the following 3 pictures and assign ONLINE SURVEY 10. Please take a look at the following 3 pictures and assign the name "Cooper". Picture 1 Picture 2 Picture 3 Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 95

ONLINE SURVEY 10. Please now assign the name ONLINE SURVEY 10. Please now assign the name "Cooper" to the picture/s. 70% 60% 50% 40% 67% 30% 20% 10% 0% 3% Picture 1 7% Picture 2 Picture 3 14% 9% Picture 1 & 2 & 3 I don't know Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 96

ONLINE SURVEY 11. Do you know the difference between MINI ONE and MINI COOPER? ONLINE SURVEY 11. Do you know the difference between MINI ONE and MINI COOPER? 17% 34% Yes No I'm not sure 49% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 97

ONLINE SURVEY 12. What does the name Cooper stand for? 60% 50% 40% 30% ONLINE SURVEY 12. What does the name Cooper stand for? 60% 50% 40% 30% 51% 20% 10% 0% 5% Engine 14% Design 19% Engine and Design 12% Racing Driver I don't know Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 98

ONLINE SURVEY 13. Would you prefer buying a MINI COOPER to other MINI models? ONLINE SURVEY 13. Would you prefer buying a MINI COOPER to other MINI models? 31% Yes 46% No I don't know 23% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 99

ONLINE SURVEY 14. What kind of image do you associate with BMW MINI? (Multiple ONLINE SURVEY 14. What kind of image do you associate with BMW MINI? (Multiple solutions possible) 35% 30% 25% 20% 15% 10% 27% 29% 24% 5% 0% 10% 7% Fun Sporty Classic 3% Fashionable/ Good I don't know Stylish performance Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 100

ONLINE SURVEY 15. Which car producer has the clearest naming concept (regarding models, engines, ONLINE SURVEY 15. Which car producer has the clearest naming concept (regarding models, engines, classification) from your point of view? Very Unclear Neutral Clear Very Clear I don't know Volkswagen 1, 23% 5. 76% 19. 34% 32. 92% 27. 16% 13. 58% BMW 2. 06% 5. 76% 12. 35% 30. 04% 38. 68% 11. 11% Mercedes 1. 65% 5. 76% 15. 23% 31. 28% 32. 51% 13. 58% Audi 0. 82% 3. 70% 11. 52% 25. 51% 46. 09% 12. 35% BMW MINI 1. 65% 15. 64% 30. 86% 22. 63% 13. 58% 15. 64% Fiat 2. 88% 25. 10% 30. 04% 11. 52% 3. 29% 27. 16% Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 101

ONLINE SURVEY 15. Which car producer has the clearest naming concept (regarding models, engines, ONLINE SURVEY 15. Which car producer has the clearest naming concept (regarding models, engines, classification) from your point of view? Very Unclear Neutral Clear Very Clear I don't know Toyota 2. 47% 22. 63% 25. 10% 18. 52% 6. 17% 25. 10% Renault 4. 94% 21. 40% 25. 51% 10. 70% 4. 94% 32. 51% Ford 4. 53% 16. 46% 27. 16% 19. 34% 7. 82% 24. 69% Opel 4. 53% 20. 58% 27. 98% 13. 99% 5. 35% 27. 57% Mitsubishi 5. 35% 27. 16% 17. 28% 7. 82% 1. 65% 40. 74% Chevrolet 8. 64% 20. 16% 19. 34% 8. 23% 3. 29% 40. 33% Chrysler 6. 58% 21. 40% 17. 70% 10. 29% 2. 88% 41. 15% Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 102

ONLINE SURVEY 16. What kind of information do you consider as important in car ONLINE SURVEY 16. What kind of information do you consider as important in car names? (Multiple solutions possible) 40% 30% 20% 38% 10% 0% 15% 12% Model Name 14% Engine Name Engine Capacity (Hubraum) 16% 5% Fuel Type Model Family I don‘t know (e. g Petrol, Diesel) Source: Own Online Survey: 243 Participants from 20 Countries Introduction Status Quo & Analysis Solution Concept Implementation Conclusion & Outlook 103

EVALUATION OF CURRENT NAMING Strengths Weaknesses • Innovative Names • Names are too long EVALUATION OF CURRENT NAMING Strengths Weaknesses • Innovative Names • Names are too long • Unique Style • No clear System • Difficulty to expand without causing Confusion MINI COOPER SD COUNTRYMAN ALL 4 Introduction Status Quo & Analysis Target: Facilitate communication Solution Concept Implementation Conclusion & Outlook 104