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.