They are making great efforts to turn the market scenario. Brand and Integrated Marketing Communications Strategy The brand and creative strategy used by Mercedes-Benz is a brilliant example of an integrated marketing communications IMC approach.
The various segments of the vehicles are there to target various kinds of customers and thus they make sure that their products are available all over the world. Brand equity is the perception attached to a name and it consists of five elements: This may be due to the models offered in America as shown in the table below: Paid Media Mercedes-Benz used paid media, such as a paid Facebook ad targeted to the early 20s to early 40s millennial and generation x demographic.
The final product is considered to be a good, service, idea, person, or place, regarded as so necessary, that it is worthy of monetary exchange by individuals or organisations Brassington and Pettitt, Digital and Social Media — Owned Media Mercedes-Benz uses digital media with extensive use of microsites for each product line.
In some territories, franchisers have had to invest as well on web-based technology to remotely monitor and easily contact franchisees to inform and address problems that occur. It shows how customers in America, feel the value placed on Mercedes-Benz models is fair.
This is done to place emphasis on the design aspect of the car and aims to convey a luxurious appeal to the end consumer.
Geographic segmentation- This involves, market identification based on location. This strategy has seen the German automaker beating even American car manufacturers in some categories.
On the other hand, some organizations use approaches that do not necessarily aim to convince people to place an order or to buy at the moment. In India, Mercedes has over 80 dealerships across the major metros and cities. Nowadays, there are lots of innovative firms that directly touch base with customers through personal selling.
The earned media component involved a partnership with Casey Niestat, one of the key influencers in this demographic providing a cool, somewhat edgy, adventurous, and authentic image for the product. Also apart from dealing with new cars, Mercedes also deals with pre-owned Mercedes through its Mercedes Benz certified portfolio.
This will aid in further assessing the marketing strategy utilised by Mercedes and its relevance to the product segment offered by Mercedes. They believe in their brand value which is generated over the years and is considered as one of the best.
This is an untapped area when it comes to the company and its products. What is market segmentation. Retreived 12 April,from http: The campaign gave potential buyers a chance to test drive the C-Class product line on courses that simulated real life driving conditions and gain information from current Mercedes Benz owners in attendance.
Retreived 18 April,from http: And has resulted in high brand expectations as the brand persona exudes luxury. A lower price reduces the barrier to entry and the price objection for less affluent customers while leveraging the luxury brand appeal.
Reduced the average age of Mercedes-Benz Customers. Casey is a key influencer that creates content millennials share.
Mercedes Benz has always been an aggressive promoter. Also Mercedes has built its brand awareness through various customer centric activities like the Mercedes trophy, which is an international amateur golf tournament where golfers from around the world compete.
In order to provide superior customer value to its target market Mercedes Benz has found it necessary to expand its product line up, provide more competitive prices, increase communications with its target market, maintain accessibility to consumers, and continue its excellent customer service.
This report aims to analyse how the marketing mix strategy is aiding the consistent growth experienced by Mercedes within the US market. This has resulted in a specific market segment preferring to own a Mercedes in the US market with a larger percentage being men, of which most are married.
The marketing mix of Mercedes Benz shows what a fantastic company Mercedes is, and how, as per Business Week Magazine, it is the top most recognized global automobile brands.
This high profile success is not an accident but hard work, patience and excellent application of effective marketing strategy all rolled into one. World-renowned luxury car makers like Mercedes-Benz and Audi may continue to go for a promotional mix like TV & print advertisements (plus online article marketing), billboards, and events sponsorships.
The marketing mix elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. This report will compare the marketing strategies used by Mercedes Benz and BMW both of which are German car manufacturers.
Mercedes-Benz will discontinue the CLK. sgtraslochi.com aspects of 4P Marketing Mix sgtraslochi.comsion 6. References Place Promotion Product The 4P theory product promotion place price Marketing Mix of Mercedes Benz Oleksandra Riaba Liliana Kovalchuk Marketing Mix of Mercedes Benz Product Promotion Place Price Price Conclusion References: Thank you for your attention Any questions?
generates a. Mercedes-Benz and its marketing mix strategy in America Introduction Mercedes was founded in and was said to be the producer of the first gasoline powered.
Tactical marketing involves creating a marketing mix of four components—product, price, place, promotion—that fulfills the strategy for the targeted set of customer needs. A Mercedes-Benz vehicle is generally considered to be a high-quality automobile, and it therefore can command a high price in the marketplace.
But, even if the 5/5(4).Marketing mix elements of mercedes benz