BMW is the leading luxury automobile brand of Germany, BMW is recognized all over the world as the most luxuries car brand is one of the most expensive cars in the world.
Since its luxury and high price car, its target market is very limited, BMW has always followed niche marketing for the promotion of its brand and it had followed the strategy of product placement to promote its cars ( similar strategy is used by Mercedez and Audi).
I used to watch televison channels alot i now watch tv seldomly but i do watch the ads and they are my focus of attention. I dont normally see any AD of BMW, Audi, Mercedez and Lexus's ad on tv channels, the ads of such luxury brands are displayed in specialized television channels like fasion tv( i saw lexus ad on fasion tv).
Now BMW has made a move which i dont understand, just yesterday, i was watching star movies and i saw BMW's ad there i was amazed that why the ad of BMW should be played on TV channels like Star MOvies specially of INdia and Paksitan, there is very limited market of such luxury cars in these countries because majority of population can't afford such car. Now by playing the Ad of BMW in such TV channel doesnt make any sense . I watch Star Movies and many people do but like me they cant afford to buy such car. I think there will be lot of spill over by using Star movies as a media vehicle, and i think the message would not be conveyed to right target market.
i dont think its a smart move by BMW i think this is irrational move.
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