What Does the Competitor Say???

Audi Driver Imagery

Owner Type: Progressive, Sylish, Urban Cool, Aspirational and Design Oriented

Car Says: "I move with times, I appreciate design but equally want a drivers car"

Car Makes me feel: Innovative Stylish, Sporty

BMW Driver Imagery

Owner Type: Powerful, Masculine, Teutonic,

Agressive, Dominant Determined

Car Says: " I'm on my way to the top and

I achieve in all aspects of my life...

no compromises"

Car Make me feel: Powerful, strong and in

control

Lexus Driver Imagery

Owner Type: Engaging, Intelligent,

Progressive Open Minded, Independent

and energetic.

Car Says About me: I am confident in

my own skin, I don't need to

shout.

How it makes me feel: Quietly Confident

and confortable

Mercedez Benz- " The Best or Nothing"

The Seat of Power

Some are Respected , others are revered

The Right Brain

Hello Adrenaline, Goodbye Logic

License To Thrill : The oomph is even more irresistible: C Class

The Blur: Its Fast even when it is Standing

Marketing Strategies

Target Audience

1) Demographics

·         Male dominated market

·         Ages 28 – 50

·         College educated

·         $ 150K + income level

2) Psychographics

·         Status & Action Oriented and Innovators

Brand Positioning

• The brand offers a sports car for those who care about luxury and safety at the same time.

Advertising Strategies

Mass Media:

1) Television: Introduce new product message and branding; reaches most amount of people.

2) Magazine: Can tailor message by placing in specific magazines.

3) Billboards: Placement allows for message to be reached by specific audience.

Online media:

1) Brand Website: www.mercedes-benz.com

2) Mercedes's Facebook page: It has become a main hub of interaction between the brand and its customers.

3) Youtube: It is updated with campaign videos, behind-the-scenes footage from commercial shoots and other events.

Brand Equity Pyramid for Mercedes- Benz

Brand Equity Pyramid for Mercedes- Benz

 

Salience

Luxury Car, Classic, established and wants people to know it.

Imagery

 Heritage , Stylish , Sophiticated, showy, conservative values, maintaining status quo

Performance

Ultimate driving experience

Judgement

Prestigious, great reputation, Luxurious, Good resale value, More than just a car.

Feelings

Sense of achievement, success, " Look at me, I made it , it's mine."

Resonance

Classic Prestige

 



 

 

 

What does the LOGO say?

The star in three corners represents the Mercedes-Benz dominance on land, sea and air.

SCULPT!!

Mercedes Benz is a German manufacturer of automobiles, buses, coaches and trucks.

The following are the cars (automobiles) which were in production in 2011:

• A-Class—Hatchback
• B-Class—Multi-Activity

• C-Class—Saloon, Estate & Coupé
• CL-Class—Coupe
• CLS-Class—Coupé
• E-Class—Saloon, Estate, Coupé & Cabriolet
• S-Class—Saloon

• G-Class—Sports Utility Vehicle (SUV)
• GL-Class—Sports Utility Vehicle (SUV)
• GLK-Class - Sports Utility Vehicle (SUV)
• M-Class—Sports Utility Vehicle (SUV)
• R-Class—Luxury Tourer Vehicle (LTV)

• SL-Class—Roadster
• SLK-Class—Roadster
• SLS AMG—Coupé
• SLS AMG—Roadster

• Viano—Multi Purpose Vehicle (MPV)

Mercedes Benz keeps itself updated over the years with the help of various technological innovations and launching of new models.

The Ideation

The origin of the Mercedes-Benz is credited to the three men who created the first modern automobile: Karl Benz, Gottlieb Daimler and, Daimler's engineer, Wilhelm Maybach. But the luxury car today may never have been created if not for the entrepreneurial spirit of Emil Jellinek, who insisted that a revolutionary sports car be named after his daughter, Mercedes. Emil Jellinek was a well-known entrepreneur who was a board member of the automobile company Daimler-Motoren-Gesellschaft, or DMG, which was founded by Daimler in 1890. Jellinek asked Maybach to produce at least 35 cars built to his liking by October 1900. Maybach agreed to Jellinek's controlling requirements. Jellinek established the distribution network and Maybach began building the car. The first Mercedes was powered by a 6-liter inline four-cylinder 35-horsepower engine with twin carburetors and a four-speed manual transmission. Its top speed was 53.5 mph. The vehicle quickly became the preferred luxury car for royalty. It also was instantly transformed into a race car that won numerous European road rallies. In 1926, DMG and Benz & Co. finally merged to become Daimler-Benz. Karl Benz served on the board of directors until his death in 1929. Maybach also died in 1929, but he had left DMG in 1907. Jellinek died in 1918 after being hounded by the French governent as a German spy. All Daimler and Benz cars under the partnership were to be jointly named Mercedes-Benz.

Glimpse