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1、Strategic Marketing Success,MINI,2001-Best of the Best: MINI- Most Fun Auto Week Magazine 2001-Car of the Year Car Magazine,2002-Grand Prix Award European Car Magazine 2002-Britains Best Hot Hatch Autocar Magazine,2003-North American Car of the Year Car of the Year Awards,2003-Sporting Car of the Ye
2、ar Auto Express,History in a MINI(ute),Rebuild MINI,Go Global,Into the Future,Turning the Corner,Services,Intangibles,Core Product,Insurance Warranty,Fun,British Bulldog,Individuality,Inspiration,Rally Racing,College Graduate Program,History,Heritage,Value for Money,Economic,Personality,From Mini to
3、 MINI,Design improvement,Lets motor,Funky,Icon,Leasing,High resale value,Payment plans,Retail Financing,Optional extras,Focus on Customer service,Website,Brand name,Driving experience,Safety standards,Lets Mess With Perfection!,EYE-CATCHING PERFECTLY BALANCED POWER PACKED REFINED,Lets Evolve!,“And t
4、hen theres the fact that its a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britains best hot hatch, May 2002,Exclusive,Available,Low,High,Price positioning,Brand positioning,Existing,Existing,New,New,Markets,Product/Service
5、s,Puma MINI Rally Racing Movie Italian Job Global expansion,Revival of an icon Clothing Toys Accessories,US Market Financial Services,Core Values Advertising Promotion Warranty,Lets Motor!,Lets Go on Tour!,Its Love.,History in a MINI(ute),Rebuild MINI,Go Global,FUTURE,Lets Repeat History.,Lets stand on the shoulders of giants.,Lets carry out legacies.,Lets show some pride.,Lets be the product of good genes.,Lets inherit Dads eyes and Moms bonnet.,Lets remember who got us here.,Lets inspire generations to come.,Lets continue in the footsteps ofSir Alec Issigonis and John Cooper.,Lets MOTOR!,
