This strategy of customer value creation demonstrates an opportunity captured through linking with a wider market devoid of eroding the core purpose and positioning of the parent company BMW.
Consumer culture theory advocates a range of co-productive actions in consumer collectives organized in the order of market-mediated cultural products that get away from several facets of marketers’ instant control and make no straight input to marketing competence or effectiveness as traditionally described (Muñiz and Schau 2007). From the perspective of this theory customer value creation practices of brand are explicitly linked to improved or enhanced utilization of the focal brand. The salespeople within the dealerships of MINI brand have to share the technical information as regards the vehicles whilst speaking with and selling to the MINI driver. This all-inclusive brand culture goes through from cradle to grave from the MINI production to sales process. Moreover, as per consumer culture theory, strategies may well be suggested as grooming, customizing, and commoditizing. More importantly, MINI brand presents a true example of grooming where customers of this brand share homemade tools and advice to healthier dirt-free their cars and display their shared pride. This most likely allows brand enthusiasts to attach with each other and go halves a true passion for the brand.