MINI Canada

This case describes the launch and ongoing marketing communications of the BMW-owned MINI automotive brand in Canada which drove year-on-year sales increases between 2002 and 2012.

MINI Canada

TAXI Canada

Section I — Basic information

Business Results Period (Consecutive Months): March 2002–March 2012

Start of Advertising/Communication Effort: March 2002

Base Period as a Benchmark: Historical Comparisons

Section II — Situation analysis

a) Overall Assessment

The Volkswagen Beetle served as a cautionary tale for BMW as they prepared to launch the MINI in Canada 10 years ago. Whereas the Beetle ultimately suffered from being too "cute" in the segment and a fad of the moment, the ambition for the MINI was obviously quite different.

MINI had little history or brand awareness in Canada. Most...

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