BMW Motorrad Canada May 2013 The Ultimate Riding Machine F 800 GS ADVENTURE Management Marketing Sales New Motorcycles Sales Pre-owned Motorcycles Action pack no. 5 19.04.2013 After Sales Administration
CONTENTS 01 STARTING SITUATION PAGE 2 02 POSITIONING, TARGET GROUPS AND COMPETITORS PAGE 3 03 HIGHLIGHTS AND USP`S PAGE 6 04 THE F 800 GS ADVENTURE IN DETAIL PAGE 7 05 STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH PAGE 12 06 CATALOGUE PAGE 14 07 ADVERTISING PAGE 15 08 FANPOSTER, PRODUCTFILM PAGE 16 09 ONLINE COMMUNICATION PAGE 17 10 TECHNICAL DATA PAGE 22 1
STARTING SITUATION As well as being the most successful manufacturer of large travel enduro machines, BMW Motorrad is also peak performer in terms of its midsize enduro offering. The F 800 GS was first introduced in March 2008 and by the end of 2012 almost 50,000 of these machines had been handed over to customers. The new F 800 GS Adventure will enable BMW Motorrad to further expand this market share with a two-cylinder travel enduro under 1000 cc capable of round-the-world trips. With the dynamic, off-roading character of the basic F 800 GS model as its point of departure, the Adventure offers the ideal synthesis of agility, touring capability and off-road ability. All touring riders with a passion for off-roading, globetrotters and travel-enduro aficionados now have a thoroughbred GS Adventure concept in the midsize travel enduro sector at their disposal. By comparison with the F 800 GS the range of stock features and options is larger, the looks are pure Adventure. This alone suffices to differentiate this version from the basic model, and this in turn means that the F 800 GS will of itself draw new customers to BMW Motorrad. F 800 GS Adventure: Occupying a unique position vis-à-vis the competition, this machine has the robust and masculine looks to appeal directly to the image desires of the target group. This expansion of the GS range in the BMW Motorrad midrange portfolio is a forthright step, one that offers high success potential with the extended range of equipment compared to the basic F 800 GS. Top USPs and highlights at a glance. 2
POSITIONING, TARGET GROUPS AND COMPETITORS Positioning in relation to the competition 2013. The 2013 enduro range from BMW Motorrad. 3
POSITIONING, TARGET GROUPS AND COMPETITORS Positioning of the F 800 GS Adventure. BMW Motorrad's intention with the F 800 GS Adventure is to further expand its enduro midsize offering and reinforce the dominance of the brand in this sector of the market. The Adventure concept is already well-proven in the Boxer series and now it will appeal to all those riders who have caught the travel bug and who prefer a machine displacing less than 1000 cc. Characteristic on-road and off-road positioning built on long-haul capability, plus agility plus Versatility as opposed to the narrowly performance and road-oriented concepts of the competition. Adventure character rendered ridable and visible by the enhanced standard product substance and the new, optional off-road mode. Important GS derivative situated below the Boxer series. Positioning statement: "Globetrotter capability ex-works, on-road and off-road, unique in the midsize sector GS, the original." 4
POSITIONING, TARGET GROUPS AND COMPETITORS Target groups of the F 800 GS Adventure. Current F 800 GS riders. Possibly also GS riders looking to downsize from Boxer machines. Long-distance riders and globetrotters looking for a full-size, full-blooded travel Enduro, but who budget to remain below the Boxer GS range. Riders of other brands who, because of the unique product substance and globetrotter capability want to put the F 800 GS Adventure in their relevant set. Riders whose brand has failed to offer them a suitable successor to what were in their day highly successful concepts (Honda 750 Africa Twin, XTZ 750 Super Ténéré). 5
HIGHLIGHTS AND USP`S F 800 GS Adventure. Agile, versatile overall concept High touring capability globetrotter capability ex works Robust, authentic and masculine Adventure design Balanced proportions despite large tank at the rear Large fuel-tank capacity translates into great operating range ABS is standard, ASC optional New optional extra is off-road mode USP in the sector Good off-road characteristics, robust final drive Target group extension by product substance multiplication and differentiation from the F 800 GS Extensive standard equipment Wide range of optional extras and optional accessories 6
THE F 800 GS ADVENTURE IN DETAIL Product substance at a glance. 7
THE F 800 GS ADVENTURE IN DETAIL Design and colour concept. The positioning colour is Sandrover non-metallic matt. It stands for the character of the vehicle and it directly imparts the "Adventure" theme. Racing red non-metallic is the second colour; it is universal and appeals to customers and leads who prefer a colour that is dynamic but less dramatic. 8
THE F 800 GS ADVENTURE IN DETAIL Optional extras. 9
THE F 800 GS ADVENTURE IN DETAIL Optional accessories: Adventure Navigator. Based on the Garmin Montana 600/650 Colour: Black, "BMW Motorrad Navigator Adventure" branding on housing Rugged mount with BMW OA holder BMW Motorrad startup screen, BMW Motorrad dealerships database Can also be swapped over to other BMW models 8 GB flash ROM BMW Motorrad USP Preinstalled maps with lifetime map update in integrated memory (LMU) BMW Motorrad USP Versions for EU or North America, additional map material available Preinstalled motorcycling profile Additional universal software (hiking, marine, geocaching) with configurable menus and presets Complete with rechargeable battery, but also works with ordinary nonrechargeable batteries (3 x AA) 10
THE F 800 GS ADVENTURE IN DETAIL Launch edition/ dealership initial complement. There will initially be a launch edition. The dealerships initial complement of approximately 1000 units will be available only in the "Sandrover non-metallic matt" positioning colour, complete with extra product substance. This includes both optional extras fitted ex-works and selected optional accessories chosen specifically to put even more emphasis on the position of the Adventure. The launch edition will be the channel for generating attention and driving market penetration in place of a dedicated market-launch event. Comfort package On-board computer Heated handlebar grip Centre stand F 800 GS Adventure Enduro package ASC Off-road riding mode Optional accessories package Set of aluminium cases with locks, topcase rack, "Adventure" Navigator with holder and wiring 11
STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH Positioning F 800 GS Adventure. Sales argumentation in communication. STRATEGIC DEVELOPMENT OF OUR COMMUNICATIVE APPROACH Positioning F 800 GS Adventure. 12
Sales argumentation in communication. 13
CATALOGUE 8-pages, which show the innovations in detail follows until the market launch in june DRAFT 14
ADVERTISING F 800 GS Adventure Advertisement 2/1 landscape format DRAFT DRAFT F 800 GS Advertisement 1/1 panel format DRAFT DRAFT 15
FANPOSTER DRAFT DRAFT PRODUCT-FILM DRAFT 16
ONLINE COMMUNICATION Homepageteaser. www.bmw-motorrad.ca Teaser will be on-line May 2 1304_K75_home_small 1304_K75_home_wide 17
Product page. 3 Tabs : Overview, Technical data, Compare Bikes DRAFT DRAFT Sandrover matt Racing Red 18
Launch-Edition Tab Only online as long as Launch-Edition is available (2013) DRAFT 19
Accessoires-Tab DRAFT 20
Facebook Live Chat with Markus Lederer On May 7th, there will be a Live Chat with Markus Lederer, Manager Product Offer Strategy, Product Management Motorcycles. http://www.facebook.com/bmwmotorrad/app_363819940317249 21
TECHNICAL DATA 22
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