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-Britain’s Best Hot Hatch — Autocar Magazine 2003-North American Car of the Year—Car of the Year Awards 2003-Sporting Car of the Year— 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 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 Let’s Mess With Perfection! EYE-CATCHING PERFECTLY BALANCED POWER PACKED REFINED Let’s Evolve! “And then there’s the fact that it’s a MINI Cooper S, with everything that stands for in terms of image, build quality, desirability and street cred”. Autocar, Britain’s best hot hatch, May 2002 Exclusive Available Low High Price positioning Brand positioning Existing Existing New New Markets Product/Services 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。