Case Study MINI BMW - 1) How could the Minis core product be translated into tangible, augmented and potential products? 2) To what extent might the planned changes to specifications and components in 2008 affect the brand image of the Mini?
7/28/2011 9:59 AM Case study Small, but perfectly formedQuestion 21) How could the Mini’s core product be translated into tangible, augmented and potential products? 2) To what extent might the planned changes to specifications and components in 2008 affect the brand image of the Mini?1)The core product is the heart of the product, the reason for its existence (Brassinghton and Pettit, 2006). First of all, the Mini is above all a car. And therefore is core product benefits is the ability to transport you from A to B. Secondly, the Mini is a compact car, that is easy to handle and that it is sold at a relative small price. Lastly, the Mini’s core appeal is also based on other elements associated with the Mini brand such as ‘sporty’ and ‘fun’, as well as others such as ‘fashionable’ and ‘stylish’. The tangible product is the actual attributes of the product that represent and satisfy the core product’s benefit. In this case, Mini’s tangible product include a stylish design; the original and the new for both were/are praised for their aesthetics which have been modernized over