Product
BMW has positioned its products as a unique luxury car that gives an exhilarating driving experience to the customers.
Price
The strategy adopted by BMW is the Value based pricing. The customers are fond of buying BMW cars based on the brand name and quality of their products. BMW also uses Segment pricing strategy by offering the best pricing options to the graduate students. The price range of BMW begins with $16,000 to $60,000.Factors that affect the prices are engine size, motor sport version etc. The BMW group also has many discount offers for its valuable customers.