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1、StrategicMarketingSuccessMINI2001-BestoftheBest:MINI-MostFun—AutoWeekMagazine2001-CaroftheYear—CarMagazine2002-GrandPrixAward—EuropeanCarMagazine2002-Britain’sBestHotHatch—AutocarMagazine2003-NorthAmericanCaroftheYear—CaroftheYearAwards2003-SportingCaroftheYear
2、—AutoExpressHistoryinaMINI(ute)RebuildMINIGoGlobalIntotheFutureMINIProductLifeCycle05010015020025030035040019591963196719711975197919831987199119951999YearVolume(`000)TurningtheCornerServicesIntangiblesCoreProductInsuranceWarrantyFunBritishBulldogIndividualityI
3、nspirationRallyRacingCollegeGraduateProgramHistoryHeritageValueforMoneyEconomicPersonalityFromMinitoMINIDesignimprovementLetsmotorFunkyIconLeasingHighresalevaluePaymentplansRetailFinancingOptionalextrasFocusonCustomerserviceWebsiteBrandnameDrivingexperienceSafe
4、tystandardsLet’sMessWithPerfection!EYE-CATCHINGPERFECTLYBALANCEDPOWERPACKEDREFINEDLet’sEvolve!“Andthenthere’sthefactthatit’saMINICooperS,witheverythingthatstandsforintermsofimage,buildquality,desirabilityandstreetcred”.Autocar,Britain’sbesthothatch,May2002Exclu
5、siveAvailableLowHighPricepositioningBrandpositioningExistingExistingNewNewMarketsProduct/ServicesPumaMINIRallyRacingMovie–ItalianJobGlobalexpansionRevivalofaniconClothingToysAccessoriesUSMarketFinancialServicesCoreValuesAdvertisingPromotionWarrantyLet’sMotor!Le
6、t’sGoonTour!It’sLove.PercentageofBMWSalesbyModel(2003)18%48%15%5%5%9%0%MINI3Series5Series7SeriesZ4X5Z8HistoryinaMINI(ute)RebuildMINIGoGlobalFUTURELet’sRepeatHistory.Let’sstandontheshouldersofgiants.Let’scarryoutlegacies.Let’sshowsomepride.Let’sbetheproductofgoo
7、dgenes.Let’sinheritDad’seyesandMom’sbonnet.Let’srememberwhogotushere.Let’sinspiregenerationstocome.Let’scontinueinthefootstepsof SirAlecIssigonisandJohnCooper.Let’sMOTOR!
