Demographic:

1.Population trends
Vietnam has a relatively young population, with a significant portion being Millennials
and Gen Z. These younger generations are more tech-savvy and value environmentally
friendly products. More than 22.1 million individuals in our nation are presently in the
young age category, according to the most recent statistics from the National
Committee for young in Vietnam (Quang Vinh, 2022). For BMW, this is a rich and ideal
setting.
Target audience:
 working class adults from age 27 and above.
 want more than just comfort
 people who have class and wants all these in one package
 upper middle class and higher social class
 Male
Marketing channel:
1. Social media:
Run an over 200k follows FB page
A 2,37 thousand fl channel on youtube
Currently, they are running a 1.7M Tiktok accounts to promote. Tiktok can be count as
the most promotion place to marketing their products.
2. Paid search
3. Digital Advertising
4. Email Marketing
Evaluate the effectiveness of approaching target customer:

Figure 1: Audience Demographics of BMW Website

Figure 2: Keyword Research BMW by Semrush, 2023

Below is keyword research data showing Vietnamese market trends for BMW. “BMW” is
undoubtedly the brand's most popular keyword. 54.4% of BMW searches are for
information, 20% for payments. This number is great for companies. BMW is in the top
3 luxury automobile market share in Vietnam and has to promote more to compete with
Lexus.
 Figure 3: Official FB page

2. Geographic
There are now 15 official BMW showrooms listed on the website, in addition to
franchised dealers and other branches permitted to use the name and goods for
commercial purposes. The two major cities in Vietnam at the moment are Hanoi and Ho
Chi Minh City, both of which are significant markets for BMW. In order to establish a
network of connections that stretched from North to South, they concentrated on
creating several branches in these two cities while dispersing one branch in each other
city. This placement approach has been successful in attracting customers interested in
purchasing BMW (Misa Amis, 2022).
3. Lifestyle
 “CARS MUST BE GREEN IN THE ENTIRE SUPPLY CHAIN”
BMW is actively pursuing sustainability in its automotive supply chain, recognizing
that carbon reduction is essential beyond just electric vehicles. The company aims to
reduce its own CO2 emissions by 80% and its supply chain's carbon footprint by
20%. BMW is also focusing on creating a digital infrastructure to track and report
environmental data accurately. BMW is also committed to using more recycled
materials in its vehicles, such as recycled aluminum, and is dedicated to achieving a
 closed-loop system for materials like battery components (Hoang Lam, 2023).

BMW has partnered with PLASTIC to recycle plastic from discarded fishing nets.

 Optimize customers’ experience

"The BMW Group strives to be the most prosperous, most sustainable premium mobility
producer. We are developing an ever-increasing number of complete sustainability
solutions to help us reach this lofty objective. BMW continues to focus on designing
products that set industry trends. Because this is a premium brand, advertising
campaigns must guarantee the following qualities: luxury, convenience, and
trendsetting.
I keep track of all of BMW's advertising efforts using the Facebook Ad library. A
campaign to reward BMW's devoted consumers is underway in addition to postings
promoting the company's products. In contrast to a decade earlier, the Vietnamese
today choose to purchase luxury vehicles more for the benefit of other people. They
want to know the value they will get before, during, and after the purchase, and here is
BMW's response:
Figure

The ethos of the Vietnamese people is to want long-lasting goods without having to
spend a lot of money. For clients who have owned a BMW car for more than four years,
there is the BMW Value servicing servicing package with bonuses. The guarantee
period for authentic replacement components is two years. Customers won't have to
visit pricey auto repair shops instead, and they'll also get a guarantee of up to two years
with only one payment for the service package.
REFERENCES:
Quang Vinh. (2022). Tháng Thanh niên: Những số liệu vàng về thanh niên Việt Nam.
VietnamPlus. Retrieved from https://www.vietnamplus.vn/thang-thanh-nien-nhung-
so-lieu-vang-ve-thanh-nien-viet-nam/780133.vnp

Janicejia. (n.d.). BMW Target Audience. Term Paper Warehouse. Retrieved from
[https://www.termpaperwarehouse.com/essay-on/Bmw-Target-Audience/173028]
SimilarWeb. (n.d.). BMW.vn Traffic and Demographic Statistics. Retrieved from
https://www.similarweb.com/website/bmw.vn/#demographics.
SEMrush. (n.d.). SEMrush Organic Search Report for bmw.vn. Retrieved from
https://www.semrush.com/analytics/organic/overview?
db=us&q=bmw.vn&searchType=domain

Misa Amis. (2022). Chiến lược marketing của BMW. Amis Misa. Retrieved from
https://amis.misa.vn/55225/chien-luoc-marketing-cua-bmw/?
fbclid=IwAR3GDNYwBgzQS0cCIGgB2Rpne5763o9WZtXKEguO8uE9K6KKPGhElV19M_
g

Hoàng Lâm. (2023). Chiến lược của BMW: Ô tô phải xanh trong toàn bộ chuỗi cung
ứng. VnEconomy. Retrieved from https://vneconomy.vn/automotive/chien-luoc-cua-
bmw-o-to-phai-xanh-trong-toan-bo-chuoi-cung-ung.htm

Duc Huy. (2017). Giới nhà giàu Việt cần gì khi mua xe sang? Báo Đầu Tư. Retrieved
from https://baodautu.vn/gioi-nha-giau-viet-can-gi-khi-mua-xe-sang-d73333.html?
fbclid=IwAR2HpwUoeqFtOzwyoer2el0GLMiuRc4kCzqI5Ncv6-qIalFfBs8mlZWIIDk