The methodology can be applied to any luxury brand seeking to retain its cache and gain a y… This global sport related project helps youth on employment and lessen criminal conducts. It’s useless to make offerings when no one can afford. Also includes brands that were not allowed. We’ve got you covered. In terms of positioning they have clearly put … 1900 Index to brands recorded in selected books. positioning strategy as a manufacturer of highly reliable and safe automobiles, Mercedes Patton | Cheyenne, Wyoming | Healthcare and Financial specialist. This segmentation is established on the buying behaviour of specific item which variables includes; benefit expectations, loyalty, pricing…etc (Elliott, Rundle-Thiele, & Waller, 2012). Most importantly, delivering the message the unequal luxury driving one. Daimler AG also provides information for journalist in her “Press & Media Service” webpage. (Daimler, 2012). If you’d like this or any other sample, we’ll happily email it to you. (Mercedes-Benz, 2018). GradesFixer.com uses cookies. Over the years, Mercedes-Benz has also enhances her image by involving in communities projects such as “Mercedes-Benz and Laureus”. Consumers have developed behavioural loyalty and attitudinal attachment by joining Mercedes-Benz Enthusiast Club (SG Merc, 2018) or “Mercedes-Benz Owners Singapore” on social media such as facebook (Mercedes-Benz Owners Singapore, 2018)…etc. This gives the brand a strong recognition by its consumers and confirms its substantial positioning as a luxurious brand. Segmentation, targeting, positioning in the Marketing strategy of Mercedes Benz – Mercedes segments its luxury & state of art cars on a mix of demographics , Psychographics & Behavioural factors. Mercedes-Benz Cars & Vans strategy It symbolizes Mercedes' commitment to being the absolute best, a position that loyal customers believe in. resulting in a price premium relative to similar international competitors. (ADWEEK, 2017). Over the years, advertisement are published or broadcasted through the media. BRIC Market (Brazil, Russia, India and China) was discussed in the 2012 Mercedes-Benz’s Sales & Marketing Proposal with strong emphasis on China. Above all, the price on a Mercedes-Benz indicates ownership only to the prestige. A well positioned brand for any fine engineered product is likely to receive positive sales response while the bad ones just the opposite. Lastly demographic variables on income. To export a reference to this article please select a referencing style below: Sorry, copying is not allowed on our website. The Mercedes-Benz brand continues its dynamic progress. GradesFixer. (Mercedes-Benz, 2018). Available from: https://gradesfixer.com/free-essay-examples/analysis-of-the-strategic-branding-decision-and-positioning-of-mercedes-benz/, Recieve 100% plagiarism-Free paper just for 4.99$ on email, *Public papers are open and may contain not unique content. BRAND RECORDS BRAND BOOKS 1871 - 1913 Applications and certificates for brands. This trademark is used presently and is accompanied by the slogan “The Best or Nothing” (Mercedes-Benz, 2018). 2020 © gradesfixer.com. With constant branding exposure and continuation of fulfilling what her marketing campaign and advertisement promise, current branding status should be maintainable. With all these current strategic measures in place, brand salience is considerably high for Mercedes-Benz. Low tier Mercedes-Benz would costs approximately 33% higher than any economical car. With the name Mercedes-Maybach, the brand represented by the three-pointed star is now broadening its offering in the exclusive top segment of the market with a new sub-brand, whose individual and prestigious … very well known for its performance based luxury cars. Difference: the carmaker pioneered a system able to detect imminent crash The positioning of Mercedes-Benz has been well executed, not just on a par with academicals branding hypothesis but also fits the dynamics of the ever changing market. Yet th… 2019 Sept 13 [cited 2020 Dec 18]. Home — Essay Samples — Life — Automobile — Analysis Of The Strategic Branding Decision And Positioning Of Mercedes-Benz. Daimler has a strong product portfolio which boasts some of … (Daimler, 2018). Besides, Audi, is Registered in 1909, it’s adorned at the front and back of all Mercedes-Benz vehicles. These promotion convey the vehicles’ specification, handling and driving experience to the targeted audience. other and against other premium brands such as Audi, both carmakers have to It targets customers from the upper-class social group, Professionals & Executives who have an inclination towards the modern technology equipped vehicles, more safety, more styling … (Mercedes-Benz, 2018). n All rights reserved Gradesfixer ™, “Analysis Of The Strategic Branding Decision And Positioning Of Mercedes-Benz.”, Analysis Of The Strategic Branding Decision And Positioning Of Mercedes-Benz [Internet]. This article analyses the strategic branding decision and positioning of Mercedes-Benz. the other hand, BMW is strongly associated with performance, speed and handling Business article originally published by Booz & Company, Fall 2003 Issue 32, illustrated the footing of Mercedes-Benz in the following perceptual mapping (Booz & Company, 2003). Mercedes has high brand equity which has not only aided its growth, but its current positioning in the US market despite being a German vehicle. Safety innovation is another Mercedes’ Point of However, this paragraph would like to emphasise that Mercedes-Benz had been identified as “the best car of the world” by winning 3 “World Car Award” in 2015 (Mercedes-Benz, 2015). Our Mercedes-Benz Cars & Vans, Daimler Trucks & Buses and Daimler Mobility divisions each lay their own basis for profitable growth, competitiveness and sustainability in their segments. that seduce consumers. (Mercedes-Benz, 2018), Product warranty, after sales services, safety factors, brand name and company image are also part of a product, not limited to its physical form. Mercedes-Benz profiles all her makings as a luxury with vehicle category ranging from Saloons, Tourers, Coupé, Cabriolets, Roadsters to SUV. Mercedes Benz must continue to protect their valuable trademark Moreover, Mercedes-Benz’s involvement in Formula 1 competition such as financing the Formula One race team “Mercedes-AMG PETRONAS Motorsport” (Mercedes AMG F1, 2018) further boost her brand awareness. With massive urbanisation project driven by the Chinese government, strong purchasing power and low car density, Mercedes-Benz makes plan for her Dealer Network Expansions over major metropolitan area in China. and reputation. Campaign “She’s Mercedes” in 2017 targets at female drivers (NOWNESS, 2017) & (Mercedes-Benz, 2018). a Mercedes Benz offers exclusive new breakthroughs to help make an accident Deployment of protective airbags to minimize or eliminate casualty rate had already been adopted by many car makers. Information provided includes name ofapplicant or brand owner, date, and type of animals the brand is to be used on. (McDaniel, Lamb, & Hair, 2009). Students who find writing to be a difficult task. Mercedes-Benz invented the first high-speed engine in 1884 and by 1890s, Mercedes-Benz had her first automobile mass production. (Daimler, 2016). BRAND POSITIONING:  It targets young buyers who love to drive. And the 4 Cs of Mercedes-Benz, clarity, consistency, credibility and competitiveness laid strong foundation to her branding success. For example, Car Magazine UK had reviewed Mercedes-Benz S Class as a high performance car with ultimate luxury (Carmagazine UK, 2018) and AutoCar Magazine ranked Mercedes-Benz S Class as number one best luxury car in 2018 (Autocar UK, 2018). Brand positioning begins with market segmentation. automobile safety innovation. Maserati. This decision matches the theory of establishing differentiation in lifestyle and/or psychological traits (Elliott, Rundle-Thiele, & Waller, 2012). Brand Management Concept by (Keller K. , 2008), highlights that, “Good brand positioning helps to guide marketing strategy by clarifying what a brand a all about, how it is unique and how it is similar to competitive brands, and why consumers should purchase and use it” (p.98). less severe, less damaging, or even less likely. This is linked to her reliable, high performance engine and fashionable car design. Otherwise, they may lose Indeed, to compete between each However, Mercedes-Benz escalate this engineering concept to another level with the invention of “Lateral Protection System” and seat belt air-bag integration. Year 2017, Mercedes-Benz launched project, “Grow Up.” This campaign focused on young professional millennial who has aspiration. SWOT Analysis is a proven management framework which enables a brand like Mercedes Benz to benchmark its business & performance as compared to the competitors and industry. maintain a reputation for the quality of their cars: high quality build, The Role of Infrastructure in Tesla’s International Expansion Essay, Happy Cars for Slaves with Japanese Imported Cars for Sale Essay, Antique Cars Auction Fetches Millions Essay, Driveholic: Decentralized Automobile Marketplace Essay, 2020 As The Year Of Electrification. The three pointed star trademark symbolises Mercedes-Benz’s engine usage over land, sea and air (Daimler, 2018). Mercedes-Benz brand strategy / positioning case study If you want to get access to Mercedes-Benz brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. Other Car Brands in the Series. the company’s reputation. With innovation, price differentiation and symbolic promotional mix, Mercedes-Benz cast unique selling points into the minds of targeted consumers. Advertisement and campaigns set focus on mature professionals from upper middle or higher classes with certain desirable personal lifestyle. They must make consumers feel that the products they use are Cycle & Carriage Pte Ltd is the approved sales distribution and repair agent in Singapore. INDEX TO BRANDS ca. Today a Mercedes Benz offers exclusive new breakthroughs to help make an accident less severe, less damaging, or even less likely. their unmistakable looks. With the aid of marketing campaign and social media, brand awareness elevated. We provide you with original essay samples, perfect formatting and styling. This philosophy projects elitism and intrigues consumers who share the same ideology. This is why the BMW Individual Sales potential, competitive situation and cost structure is to be evaluated before the development of the market mix (Elliott, Rundle-Thiele, & Waller, 2012). The slogan “The Best or Nothing” and the vision of “Dedicated to Customers, Driven by Excellence” (Mercedes-Benz, 2018) represent total perfection of Mercedes-Benz’s offerings in every aspects. Much of Mercedes-Benz’s identity had already been mentioned in Section 2. On top of that, temporary replacement vehicle will also be provided till repair completion. Currently Mercedes-Benz has manufacturing plants and sales offices in, Europe, Asia, North & South America and Africa. (Mercedes-Benz, 2018), The price tag on a new Mercedes-Benz ranges from $138 000 to $798 000. engineered to protect you in ways you might ever have imagined. Besides motor-sports, Mercedes-Benz also sponsors sporting activities such as equitation, golf, football, tennis…etc (Daimler, 2018). Audi brand strategy / positioning case study If you want to get access to Audi brand strategy analysis including brand essence, brand values, brand character, brand archetype and … Illustration on Mercedes-Benz’s brand equity using (Keller, Aperia, & Georgson, 2012) Brand Equity Pyramid Model as follows: Following will analyze how Mercedes-Benz stays in tune with the above illustration. (Daimler, 2013), As for competitors, Mercedes-Benz had plans to put up a tough contest. Want us to write one just for you? Twitter Channels: Analyzes content directly mentioning the brand’s Twitter handle or coming from the brand 2. Mercedes-Benz offers a wide variety of car type. Variables such as age, gender, occupation, income, marital status and family size are crucial input for demographical segmentation (Elliott, Rundle-Thiele, & Waller, 2012). BRAND POSITIONING: Mercedes Benz has adopted a positioning strategy as a manufacturer of highly reliable and safe automobiles, resulting in a price premium relative to similar international competitors. It is now closely associated with F1 in India. Mercedes-Benz had also crafted herself a name for innovation on vehicle safety with “Lateral Protection System” (Mercedes-Benz, 2018). You can get 100% plagiarism FREE essay in 30sec, Sorry, we cannot unicalize this essay. Mercedes-Benz AG is one of the largest manufacturers of premium passenger cars. It’s luxurious showroom sits near city-town. Remember: This is just a sample from a fellow student. Collection offers a wide range of equipment options for discerning customers. The consumers should be able For example, the luxury brand is now increasingly emphasising on performance and sportiness of its brand in India. This acts as a platform for the company’s public relationship. Mercedes is now reorienting its India strategy to target the youth. Developed for a fuss-free and convenient way to settle all car-related issues like billing, paperwork, service appointments with the Mercedes dealer, the Mercedes Me brings both conveniences, as well as a luxurious, enhanced experience for the Mercedes owner.. Mercedes-Benz's luxury positioning is different that that of Lexus or BMW, which is a bit more frivolous, or just about fun. (Kotler & Armstrong, 2008). Geographical segmentation is established by utilising geographical variables such as local population and urbanised location (Elliott, Rundle-Thiele, & Waller, 2012). Lastly, the sponsorship in movies and TV shows creates window/s for Mercedes-Benz to showcase her latest product. Mercedes-Benz has portrays herself as being competence and sophisticated. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. which have helped the brand grow. Reference to 3.1, Chinese GDP exceeded $8 Trillion in 2012 and this growth encouraged 13.4 million unit of passenger vehicles being purchased within that year. Mercedes-Benz demonstrated the above, utilising and mixing different variables to fit the market. (Mercedes-Benz, 2018). Facebook Channels: Analyzes content on a brand’s Facebook page 3. Mercedes-Benz also takes effort in worldwide environmental protection on resources conservation and carbon reduction. Today "We intend to build the world’s most desirable cars. German automotive brand Mercedes Benz has just announced a new strategic course that will focus on profitable growth in the luxury vehicle segment and target leadership in electric drive and car software. Mercedes-Benz had published her positive customers’ reviews (Mercedes-Benz, 2018) and in accordance to www.cars.com 2017, customers rated Mercedes-Benz 4.9 stars out of 5 (cars.com, 2017). "We intend to build the world’s most desirable cars. Mercedes-Benz USA, LLC A Daimler Company Mercedes-Benz USA, LLC One Mercedes Drive P.O. However, marketers for Mercedes-Benz might be hitting the bottle-neck when it comes to Brexit (Express UK, 2017), US Car Tariffs (Financial Times, 2018) and Chinese Retaliation Tariffs (CNCB NEWS, 2018) issues. This campaign aims to create awareness to younger consumer. The invention and patented “Lateral Protection System” (Mercedes-Benz, 2018) and “V8 M176” engine (Mercedes-Benz, 2018) are examples of engineering/design innovation focused differentiation strategy (Farhana & Bimenyimana, 2015). These systems shield and protect passengers more effectively from crash impact. Should any technical fault to occur and couldn’t be resolved on the spot, vehicle shall to be pulled into the nearest Mercedes-Benz Repair-Shop immediately. Marketing Segmentation – The Key to Profitability without Losing Prestige Mercedes-Benz and other German brands provide an excellent roadmap to success for luxury brands using marketing segmentation. (Cycle & Carriage, 2015) & (Cycle & Carriage, 2017), The location of sales, distribution and technical support is a contributing factor on how, where and when customer/s could purchase the product. If you fit this description, you can use our free essay samples to generate ideas, get inspired and figure out a title or outline for your paper. common with their competitors (POPs). Study from ADWEEK found Mercedes-Benz’s advertisement outperforms all her competitors (ADWEEK, 2014). Attention! Brand positioning begins with market segmentation. Longines does not offer watches, but elegant time pieces (positioning communicated through their excellent slogan “Elegance is an attitude”). Mercedes-Benz leverage on her easy remembered trademark, superior engineering, unequal product quality and reliability to support her branding identity. Electric Cars Essay, IoT based vehicle automation in accident prevention Essay, Asbestos-laden Details in Ford Production Essay. By working hard on shifting the internal culture at Mercedes, employees were more inspired and committed to the brand. Mercedes’ brand equity as sales success Mercedes has experienced year on year growth in the US from 2011 to date, with year to date sales increase, this is suggestive of continuous growth. Mercedes-Benz is perceived as a symbol of success. By clicking “Send”, you agree to our Terms of service and Privacy statement. German automotive brand Mercedes Benz has just announced a new strategic course that will focus on profitable growth in the luxury vehicle segment and target leadership in electric drive and car software. As of 2020, Mercedes Benz is one of the leading brands in the automobiles sector. The name Mercedes Benz needs no introduction even to a toddler, but many people don’t know the inner story of this automobile giant and its line of products.As a matter of fact, Mercedes Benz has always been associated with the world-class brand of cars, buses, coaches, and tracks known for their luxurious nature. The company is working on its model line-ups, marketing and brand positioning to keep them aligned. Today a Mercedes Benz offers exclusive new breakthroughs to help make an accident less severe, less damaging, or even less likely. patent. 5.3. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. We can custom edit this essay into an original, 100% plagiarism free essay. The following analysis looks at around half a million mentions from January 1st – June 24th across three unique data streams: 1. No drastic prices variation reflected in 2015 as compared to 2017. The product portfolio comprises the Mercedes-Benz brand with the sub-brands Mercedes-AMG, Mercedes-Maybach and Mercedes me - as well as the smart brand, and the EQ product and technology brand for electric mobility. The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car’s brand. this essay is not unique. (McDaniel, Lamb, & Hair, 2009), Mercedes-Benz aligned this theory by setting up manufacturing site, sales and service centre worldwide. Brand Positioning. The cheapest Mercedes-Benz costs around $138 000 while average annual income of Singaporean was $55 016 (Ministry of Manpower Singapore, 2017). integrated into the front of its cars are some of its brand-defining features In order to legitimately compete in We will occasionally send you account related emails. This provides platform for Mercedes-Benz’s owner a sense of community belonging and also opportunity to engage in any of Mercedes-Benz related activities. The advertisement on Mercedes-Benz B-Class is labelled as “Safest Car Around For Young Families” (Mercedes-Benz, 2012). Indeed, Mercedes-Benz embodies elegance and Although Mercedes-Benz suffers from setbacks such as vehicle recall, overall brand value still remain positive (Daimler, 2017), (interbrand, 2017) & (Statista, 2018). (Keller K. , 2008) had highlighted, “Sources of Brand Equity are Brand Awareness & Image.” (p. 50-51). About 8 Ways Media Mercedes-Benz’s positioning statement “The Best or Nothing” emphasise perfection in engineering, safety and luxury at the highest level. Apple does not sell electronic devices but tools for creative people. Mercedes Benz has found a niche in the market – that of luxury, targeting the elite class of the population world-wide. (Mercedes-Benz, 2018). Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. This essay has been submitted by a student. Mercedes-Benz’s positioning statement “The Best or Nothing” emphasise perfection in engineering, safety and luxury at the highest level. 1870 - ca. precision better than anybody: the sleek, long lines and the radiator grill (Mercedes-Benz, 2018) champion her campaigns as, “Your Mercedes-Benz isn’t just a vehicle, it’s part of your life, and an expression of your style.”.  Mercedes Benz has adopted a positioning strategy as a manufacturer of highly reliable and safe automobiles, resulting in a price premium relative to similar international competitors. The automotive industry is highly competitive, thus precise branding decision and positioning would be required for Mercedes-Benz to out-manoeuvre her contender. Apart from premium after-sales services, car safety innovation has also been injected. the high-end cars market, BMW and Mercedes-Benz must have associations in Box 350 Montvale, NJ 07645-0350 Phone (201) 573-0600 Fax (201) 573-0117 www.MBUSA.com Position … Mercedes-Benz has also created her very own “Mercedes-Benz Brand Club” which provides benefits such as loyalty rewards or purchase discounts to members. BRAND POSITIONING: Mercedes Benz has adopted a positioning strategy as a manufacturer of highly reliable and safe automobiles, resulting in a price premium relative to similar international competitors. Mercedes’ clientele are notoriously demanding, but Mercedes has the most engaged workforce who live and breathe the brand. Due to their heritage, they’re If you look at basic qualities of brand positioning, this brand is relevant to its target market because it offer benefits regarded as important in the eyes of the targeted consumers … The Mercedes-Benz advertising approach uses social media in order to target a younger audience segment. (Forbes, 2014), Lastly, Mercedes had her manufacturing plant commissioned in china on the 18th Nov 2013 to gain cost effectiveness. | 5 connections | View Mercedes's homepage, profile, activity, articles Porsche. Are you interested in getting a customized paper? A strong car brand can create significant value in the automotive industry. By continuing we’ll assume you board with our cookie policy. And. (Daimler, 2018), For Sales Promotion, Mercedes-Benz Singapore attract potential client/s on appealing price adjustment, COE bidding and trade-in bonuses. Having trouble finding the perfect essay? You can order Unique paper and our professionals Rewrite it for you. (Cycle & Carriage, 2018), Sales promotion, advertisement, public relations, sponsorship and events all fall under the spectrum of promotion. Product in the marketing mix of Mercedes Benz. Mercedes-Benz has overtaken Toyota and BMW to claim pole position as the world’s most valuable automobile brand, following 24% year-on-year growth to US$43.9 billion, according to the latest Brand Finance report. Only to the brand answer to address market segmentation several marketing strategies like product/service innovation price! Became the most engaged workforce who live and breathe the brand we can not unicalize this essay this! Can write an original, 100 % plagiarism FREE essay in 30sec, Sorry, we can an... Always her mercedes brand positioning appearances or the smooth handling and driving experience to the sheer population impressive. On our website AG also provides information for journalist in her “ &! Order to target a younger audience without losing brand prestige, 2012 ),! 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