I'm trying to find a few things about MINI's objectives in USA or Canada:

Who's the primary target market?
Who falls in their demographics?
Who falls in their psychographics?
What kind of behavior response are they looking for?
Who would you think is the secondary target?
Lastly, what is their positioning strategy (how do they want to be looked up as)?

I think i can answer these questions myself, but i figured, maybe some of you can clarify a little more.

Thanks for your patience

Giancarlo

 

these are off the top of my head...

the primary target market? - folks that want to stand out.

Who falls in their demographics? - middle age folks with extra cash.

Who falls in their psychographics? - folks that want to have fun.

What kind of behavior response are they looking for? - cool!

Who would you think is the secondary target? - teens with parents with extra cash, or younger folks.

Lastly, what is their positioning strategy (how do they want to be looked up as)? - accomplished.

 

^^ haha thanks Ken! Anyone else?

 

i wonder what are MINI's unique selling points?

 

You hit that one right on the head

 

Wow ,.... I would have thunk much differently ....

1. Entry level, first time buyers
2. late teen to twentysomethings
3. fun, part types
4. fun
5. secondary target, retired folks looking for something different
6. fun loving

I really dont see middle aged folks as the primary market. By that time they usually got kids, whatever ...

Is fundamentally an entry level target audience for first time buyers

I think if you do a search, you will see the age of buyers in some threads, average twentysomething? dont remember

 

^^ now that's what i was leaning towards too! Good job Chows, we think alike...inthis case...

Giancarlo

 

Those of us that were at the Dragon can tell you that MINI owners come in all ages, personalities, and income brackets. I think to say that it is geared towards first time buyers would definitely be incorrect. I have known of very few folks that have a MINI as their first car. Just in our small local MINI club, we have owners ranging from teens to retired folks with a large portion of the club being late 30's early 40's.

 

I think part of the MINI's goal is to be the entry-level BMW. I would guess that a majority of Dragon participants, and as a matter of fact a majority of the active users of NAM, are roughly middle-aged, but I think that's a side effect. The same thing happened with the Honda Element and Scion. They were intended for young first-timers, but are very popular with middle aged people.

Those of us who are Generation Y and younger have been raised in this ultra-materialistic era with all the focus on celebrities, wealth, and being upper class. The MINI is a "premium" branded small car, which gets us in the BMW world. Like I said, I don't think this is the main or only goal, just one goal. Theoretically, a first-time buyer gets into a reasonably priced MINI, which is usually sold on property with a BMW dealer and serviced by BMW shared service departments, then when it's time to trade we move up to a 3-series, then when the family comes we go to a 5-series, then when we've peaked in our career we go to the 7-series.

But the MINI brand is so unique I'd say it's hard to answer these questions. It's so much more than just a car, and how it's marketed. Sooooooooo much more.

 

u gotta be kidding me Chows! you need to get some more calcium, selenium, zinc, and vitamin E in your puppychow for your eyeballs.

 

yea, there is no way in hell a MINI is a 1st time car. People have enough trouble paying off their Best Buy Card, let alone getting a $25k car and making payments

 

From what i know, coming from my salesmen at MINI...Chows hits the spot.

Giancarlo

 

well, i was referring to the American crowd.

 

^^ oooOOOoooo! Ken you get me there!....YOU, you're good you...no no...YOU, you're good you...

 

i knew there was something wrong with my info...

 

I think it is a 1st time car. We're not the smartest generation, we get overextended and then file bankruptcy. That's why it's the little old ladies driving around in Aveos and other $13,000 cars. I don't think 20 to 25 thousand is too much for a first time buyer.