A company is required to position its brand so that it can reach to a wide range of customers. In order to position products, it is important to devise marketing strategies that helps in grabbing the attention of their potential customers. This study is going to shed light on the marketing strategies used by BMW. BMW is regarded as a flourishing compsany in the automotive industry. The background of the company has been discussed in this study. There is an attempt made to undertake a comparison between the product, price and sustainability.