Mini
Development of a comprehensive communication strategy for MINI, addressing both short- and long-term objectives in the local automotive market.
Strategic Communication Roadmap for MINI
Mini is a British car manufacturer owned by the German BMW Group. Today, the BMW Group is the world’s leading manufacturer of premium cars and motorcycles and a provider of premium financial and mobility services. Mini operates over 30 production sites around the world and a global sales network. There are currently more than 20 Mini car showrooms in Poland.
In 2024, the Passenger Cars market is expected to generate revenue of $440.6 billion, with a projected annual decline (CAGR 2024-2028) of -0.42%, bringing the market volume to $433.2 billion by 2028. However, European Union car sales surged by nearly 14%, reaching 10.5 million units, solidifying the EU’s position as the second-largest car producer globally. In 2023, the EU recorded a €90.6 billion surplus in new car trade, maintaining its strong position in the global auto industry.
Resources:
Passenger Cars – Europe
Economic and Market Report: Global and EU auto industry – Full year 2023
MINI’s brand, launched in 2001, quickly became a success story. However, its global marketing strategy, which emphasizes broad regional averages, lacked the adaptability needed to address the unique needs of local target groups. Consequently, MINI needed to rethink its strategic assumptions and define the brand’s future direction in the Polish market.
Stage 1: Local Brand presence analysis
We commenced with an in-depth analysis of MINI's existing communication strategies. This involved examining the psychographic profiles of current and potential customers to understand the brand's true attributes as perceived by consumers. Combining these insights with trend analysis, we provided tailored communication recommendations, leading to the development of a refreshed brand positioning. We also proposed alternative channels for reaching consumer groups, identified new opportunities, and addressed areas where marketing awareness was minimal.
Stage 2: Deep data Sales analysis
At Loyalty Point, we adopt a holistic approach to sales processes, covering everything from lead generation and CRM processes to test drives, satisfaction surveys, and resale strategies. Our analysis included lead and transaction reports, where we correlated lead quality with sales process effectiveness. We conducted interviews with the sales team and verified call center operations. This allowed us to identify significant areas for process improvements, particularly for dealers. We recommended uniqie changes to the test drive process and developed additional tools for dealers, optimizing both pre- and post-sale procedures.
Stage 3. Competitor and loyalty horizon overview
We conducted a comprehensive competitive analysis for MINI, evaluating competitors by price, segment, and category, as well as assessing car reviews by journalists and drivers. Our research focused on understanding competitors’ sales processes and comparing their vehicles to MINI’s. The goal was to highlight MINI’s unique selling points and address any perceived gaps in its brand image. Long-term, we outlined a strategy to attract customers from competing brands to consider MINI.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
Outcome
Loyalty Point’s collaboration with MINI centered on defining the brand’s strategic direction, creating an actionable plan, and providing solutions to support sales in the Polish market. Our holistic approach, which involved a deep understanding of customer needs and the target audience, was instrumental in boosting the brand’s sales performance. We demonstrated that intense competition does not preclude successful sales, and our adaptation of MINI’s global strategy to local market conditions resulted in significant improvements in sales outcomes. The developed concept can be described as MINI A.R.T - action, reaction, transaction.
We prepared a select set of tools that were used to quickly generate lead campaigns, real time optimization, monitoring the times and quality of call centers and dealers. Sales Lead Generator was used to configure and handle checkout activities from media to sales.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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