Acting in this direction the company has built up a range of steps that go further than the functionality of the car and tap into lifestyle and urban culture, bringing together like-minded customers.
On the other hand, Schiffman et al (2003) argue that as per economic theory flourishing product differentiation escorts to monopolistic competition and is incoherent with the setting for perfect competition, which take account of the prerequisite that the products of competing companies ought to be just right switches. MINI’s successful product differentiation truly signifies creating a monopolistic competition, and the evidence is that the product range of the company has grown from the Hatch, to the Convertible, to the Clubman and most freshly the Countryman. The marketing endeavours have had been oriented towards making and offering innovative and strange products to make certain appeal to its varied target segments. The product portfolio MINI leaves no scope for competing companies to have right switches timely and appropriately.
Reaching to customers with product offering constitutes the core part in marketing strategy of a company (Kotler, 2005). The different markets may well be reached in the course of different channels of distribution. However, the distribution focus of MINI is on a particular distribution channel in the form of dealership. MINI relies upon its network of Dealerships to ensure that their core brand values are articulated to its customers and prospects. Prospects may be aware of the MINI story, but it is the dealer that has to tell the story in such a way that it converts the prospects into customers.
公司已建立了一系列的步骤去进一步比汽车进军的生活方式和城市文化的功能，汇集志同道合客户的代理在这个方向。
另一方面，希夫曼等人（2003）认为，按照经济理论蓬勃发展的产品分化护送到垄断竞争和完美的比赛，考虑的前提是不连贯的设置，相互竞争的公司的产品应该是公正的正确的开关。 MINI的成功的产品分化，真正标志着创造垄断竞争，证据是，该公司的产品范围已经成长自赫氏，换股，Clubman的和最新鲜的乡下人。的营销努力都已经面向制造和提供创新的和陌生的产品做出一定的吸引力，其不同的目标细分市场。产品组合MINI叶无竞争的公司有正确的开关适时适度的范围。
达到客户与产品组合，构成一个公司的营销战略中的核心部分（科特勒，2005）。不同的市场可能到达的不同的信道分配的过程中。然而，MINI分布焦点是在一个特定的分配信道的形式经销。 MINI依赖于它的经销商网络，以确保其品牌的核心价值，阐述其客户和潜在客户。前景可能是知道的MINI的故事，但它讲故事，在这样一种方式，它的前景转换成客户是经销商。
