Furthermore, the dealerships have access, by the use of the MINI Marketing Machine, to an extensive array of advice and press releases for promoting the company’s products local area. More importantly, MINI uses news forum to maintain customers’ state-of-the-art with the brand/product, nevertheless the company showcase other things in the forms of fashion, art and music. As well as perhaps most significantly, this facilitates fellow MINI drivers to hook up with each other and share a true passion for company products. In this context, the MINI adventure campaign is notable where the company advertises the car through various media channels comprising TV, cinema, print and the web. To put it precisely, there is an all-round promotional approach in marketing strategy of MINI; however the focus is predominantly on public relating and adverting through both traditional and contemporary media channels.
From the study of MINI’s marketing strategy, it becomes apparent that there is a considerable repositioning of brand’s functional appeal, moving away from the offering a mere car to an appeal towards product build quality. In addition, the brand’s symbolic appeal, which is based on its fun and sporty image, has for the most part remained in place. Therefore, MINI necessitates recognising the value of repositioning at both the symbolic and functional level.
此外，经销商有机会获得，所使用的MINI的营销机器，以促进公司的产品当地一系列广泛的意见和新闻稿。更重要的是，MINI使用新闻论坛维护客户的国家的最先进的品牌/产品，不过该公司在时尚，艺术和音乐的形式展示其他的东西。也许最显着的是，这有利于同胞MINI驱动器连接，彼此共享一个真正的公司产品的热情。在这方面，MINI冒险运动值得注意的是，公司通过各种媒体渠道，包括电视，电影，印刷和网络宣传车。确切地说，是一个全方位的宣传方式，在营销策略上的MINI，但是重点主要是通过传统和现代媒体渠道公开有关广告。
从MINI的营销战略的研究，很明显是有相当大的重新定位品牌的功能诉求，提供一个单纯的汽车运动向上诉产品的建设质量。此外，品牌的象征性的吸引力，这是基于它的乐趣和运动的形象，大部分留在地方。因此，MINI必须认识到价值的重新定位的象征和功能水平。
