Sales potential, competitive situation and cost structure is to be evaluated before the development of the market mix (Elliott, Rundle-Thiele, & Waller, 2012). 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. 2019 Sept 13 [cited 2020 Dec 18]. These offerings allows consumer to have more options, hence differentiate herself from other manufacturers with limited variations. Brand positioning begins with market segmentation. To export a reference to this article please select a referencing style below: Sorry, copying is not allowed on our website. Home — Essay Samples — Life — Automobile — Analysis Of The Strategic Branding Decision And Positioning Of Mercedes-Benz. Today and reputation. Porsche. With all these current strategic measures in place, brand salience is considerably high for Mercedes-Benz. The consumers should be able The Mercedes-Benz advertising approach uses social media in order to target a younger audience segment. This article analyses the strategic branding decision and positioning of Mercedes-Benz. Mercedes-Benz offers a wide variety of car type. Twitter Channels: Analyzes content directly mentioning the brand’s Twitter handle or coming from the brand 2. (Mercedes-Benz, 2018). 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. For example, the luxury brand is now increasingly emphasising on performance and sportiness of its brand in India. patent. It symbolizes Mercedes' commitment to being the absolute best, a position that loyal customers believe in. Mercedes-Benz has also created her very own “Mercedes-Benz Brand Club” which provides benefits such as loyalty rewards or purchase discounts to members. Mercedes-Benz leverage on her easy remembered trademark, superior engineering, unequal product quality and reliability to support her branding identity. (Daimler, 2018), For Sales Promotion, Mercedes-Benz Singapore attract potential client/s on appealing price adjustment, COE bidding and trade-in bonuses. 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. (Mercedes-Benz, 2018). This decision matches the theory of establishing differentiation in lifestyle and/or psychological traits (Elliott, Rundle-Thiele, & Waller, 2012). (Daimler, 2012). 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. (McDaniel, Lamb, & Hair, 2009). Mercedes Benz must continue to protect their valuable trademark A well positioned brand for any fine engineered product is likely to receive positive sales response while the bad ones just the opposite. Mercedes Patton | Cheyenne, Wyoming | Healthcare and Financial specialist. their unmistakable looks. Study from ADWEEK found Mercedes-Benz’s advertisement outperforms all her competitors (ADWEEK, 2014). Box 350 Montvale, NJ 07645-0350 Phone (201) 573-0600 Fax (201) 573-0117 www.MBUSA.com Position … 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). 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-Benz, one of Daimler AG’s automotive division was found by Gottlieb Daimler and Carl Benz in Germany. Over the years, advertisement are published or broadcasted through the media. Attention! 5.3. which have helped the brand grow. Mercedes-Benz AG is one of the largest manufacturers of premium passenger cars. This is linked to her reliable, high performance engine and fashionable car design. Much of Mercedes-Benz’s identity had already been mentioned in Section 2. (Daimler, 2013), “A brand essentially is intended to identify the goods or service of either a group of sellers or a seller through differentiating its goods/services from those of competitors.” (p. 4-12). Above all, the price on a Mercedes-Benz indicates ownership only to the prestige. common with their competitors (POPs). The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car’s brand. 1870 - ca. (Forbes, 2014), Lastly, Mercedes had her manufacturing plant commissioned in china on the 18th Nov 2013 to gain cost effectiveness. Ferrari. Mercedes-Benz is expecting China to became the most important market due to the sheer population, impressive economical growth and urbanisation. Purpose is to notify, inculcate, remind and even convince the targeted market audience about the benefit of the product. (Cycle & Carriage, 2018), Sales promotion, advertisement, public relations, sponsorship and events all fall under the spectrum of promotion. very well known for its performance based luxury cars. The Mercedes-Benz brand continues its dynamic progress. The three pointed star trademark symbolises Mercedes-Benz’s engine usage over land, sea and air (Daimler, 2018). Remember: This is just a sample from a fellow student. About 8 Ways Media Year 2017, Mercedes-Benz launched project, “Grow Up.” This campaign focused on young professional millennial who has aspiration. BRAND RECORDS BRAND BOOKS 1871 - 1913 Applications and certificates for brands. 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. Campaign “She’s Mercedes” in 2017 targets at female drivers (NOWNESS, 2017) & (Mercedes-Benz, 2018). 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. 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. BRIC Market (Brazil, Russia, India and China) was discussed in the 2012 Mercedes-Benz’s Sales & Marketing Proposal with strong emphasis on China. Although Mercedes-Benz suffers from setbacks such as vehicle recall, overall brand value still remain positive (Daimler, 2017), (interbrand, 2017) & (Statista, 2018). Over the years, Mercedes-Benz has also enhances her image by involving in communities projects such as “Mercedes-Benz and Laureus”. Brand positioning begins with market segmentation. 1900 Index to brands recorded in selected books. Marketing Mix of Mercedes Benz analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Mercedes Benz marketing strategy. Mercedes-Benz has portrays herself as being competence and sophisticated. This philosophy projects elitism and intrigues consumers who share the same ideology. Daimler AG also provides information for journalist in her “Press & Media Service” webpage. 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. Students who find writing to be a difficult task. We provide you with original essay samples, perfect formatting and styling. Deployment of protective airbags to minimize or eliminate casualty rate had already been adopted by many car makers. Indeed, Mercedes-Benz embodies elegance and This trademark is used presently and is accompanied by the slogan “The Best or Nothing” (Mercedes-Benz, 2018). Mercedes-Benz Cars & Vans strategy Due to their heritage, they’re Are you interested in getting a customized paper? worth it. called “Pre-Safe” in 2002, and won a Safety Award in 2007 for 50 years of Most importantly, delivering the message the unequal luxury driving one. By clicking “Send”, you agree to our Terms of service and Privacy statement. And recent launching of the new Mercedes-Benz E-Class foresees the requirement of business professional and is marketed as “The Most Intelligent Saloon in the Business Class” (Mercedes-Benz, 2018). Mercedes-Benz profiles all her makings as a luxury with vehicle category ranging from Saloons, Tourers, Coupé, Cabriolets, Roadsters to SUV. We will occasionally send you account related emails. 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. Other Car Brands in the Series. Mercedes-Benz also takes effort in worldwide environmental protection on resources conservation and carbon reduction. Mercedes-Benz USA, LLC A Daimler Company Mercedes-Benz USA, LLC One Mercedes Drive P.O. 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. Mercedes’ clientele are notoriously demanding, but Mercedes has the most engaged workforce who live and breathe the brand. 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. less severe, less damaging, or even less likely. This is why the BMW Individual In terms of positioning they have clearly put … This is not an example of the work written by professional essay writers. This gives the brand a strong recognition by its consumers and confirms its substantial positioning as a luxurious brand. Cycle & Carriage Pte Ltd is the approved sales distribution and repair agent in Singapore. the company’s reputation. (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.”. Product in the marketing mix of Mercedes Benz. (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. Variables such as age, gender, occupation, income, marital status and family size are crucial input for demographical segmentation (Elliott, Rundle-Thiele, & Waller, 2012). S useless to make offerings when no one can afford higher classes with certain personal., safety and luxury at the front and back of all Mercedes-Benz vehicles creative people prevention essay, Details... 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