An Extreme Advertising Makeover

To be effective, the basic value proposition offered by Mini to the American public must be something that is relevant to the target market. This value proposition must be differentiated from the competition, it must be sustainable, and it must be communicated clearly to that target market. As a general statement, the differentiating facts or factors can be based on the physical attributes of the product, or they can be a perceived difference based on the image of the product in the minds of potential buyers. Mini can differentiate its cars using both the physical attributes of the product including the fact that Minis are high performance cars, and the image of the Mini as a statement that the owner is unique and willing to be noticed by standing apart from the crowd.

Up until now, Minis marketing efforts in the United States would not be characterized as a success. Using marketing research, Mini needs to determ

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Some common words found in the essay are:
Mini BMW, Mini Cooper's, Online Encyclopedia, Mini American, Mini Minis, Brief Product, Utility Vehicles, Mini Cooper, References Advertising, BMW Mini, potential buyers, advertising slogans, positioning strategy, physical attributes product, minis performance, low ground, subcompact car, minds potential, target market, value proposition, market mini,
Approximate Word count = 1083
Approximate Pages = 4 (250 words per page)

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