Rafael Alférez, director of BMW Marketing, began the discussion paper by telling the students about his professional degree program , which initially had nothing to do with marketing. He started working at consultancy service and, as he said, "the inertia of life led me to my passion, cars".   

BMW has 220 employees in Spain, of which 42 are part of the marketing team. This department is divided into four areas that Rafael explained in detail: Product, Communication, Events and Dealer Marketing.

Alférez described in broad strokes his marketing actions and stated that "when you work in a subsidiary, the goal is commercial. I am measured by selling. In his marketing strategies "the steak is sales, creativity is the garnish". The speaker pointed out that the effectiveness of the actions is very important because "if your marketing policy is not grade at the point of sale, it is worthless".

He also talked about the methods they use to match supply and demand for sales. "If you've been running a pricing campaign for a long time you have to go back to the original to get people to fall in love with your brand again."

BMW

Rafael Alférez explained that "controlling a good media plan is very important". To achieve maximum optimization in the purchase of advertising space, they use two methods: a media audit to control expenses and an indicator to evaluate the effectiveness of communication.

The speaker emphasized the important role of experiences in creating relationships and feelings between the customer and the brand. "If you play paddle tennis and you have a BMW, you're going to have the best paddle tennis experience of your life." He also emphasized the relevance of highlighting the brand's powerful message, which in the case of BMW is the well-known: "Do you like to drive?"