Mercedes-Benz has its origins in Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January , and by Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year.
How to Use Marketing Segmentation: Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. The methodology can be applied to any luxury brand seeking to retain its cache and gain a younger audience. Mercedes-Benz, BMW, and Audi decided to reach further back into the customer lifecycle and attract a younger consumer demographic.
The estimated market size is substantial with 75 million potential customers. Marketing segmentation using generations provides a way to reveal the untapped potential of the Millennial and Generation X target audience. The main motivation for entering into the younger demographic is the significance of the market size making it very attractive for these luxury automotive manufacturers.
The strategy that most mass market automotive manufacturers use involves providing a product for the consumer throughout their lives with progressively higher priced products as the consumer moves up income brackets. A lower price reduces the barrier to entry and the price objection for less affluent customers while leveraging the luxury brand appeal.
The other methods of influencing the younger audience include the size and the styling of the new vehicle. This online community provided consulting to the Mercedes-Benz marketing team about buyer habits and preferences in this demographic.
The company leveraged the insight from the community to create a successful marketing campaign launching the Mercedes-Benz CLA product. Mercedes-Benz used digital and social media channels to target Millennials with a mix of earned media, paid media, and owned media to reach key influencers in the target demographic to create brand awareness and ultimately brand equity.
Digital and Social Media — Owned Media Mercedes-Benz uses digital media with extensive use of microsites for each product line. Social Media channels that include YouTube, Twitter, Facebook, and Instagram are also used to increase awareness around campaigns, such as the clatakethewheel campaign targeting the early 20s to early 40s demographic.
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. Content Marketing and Earned Media Mercedes-Benz used a content marketing strategy utilizing a converged media approach specific to gaining a younger target audience.
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.
Casey created several videos for Mercedes-Benz including the paid Facebook ad. Casey is a key influencer that creates content millennials share. Mercedes-Benz partnered with the five most popular photographers to share the new CLA model.
Using a documentary-style video approach Mercedes-Benz created content focused on the target audience. The videos consisted of interviews with celebrity guests including Tinie Tempah and Daisy Lowe discussing fashion and style. Mercedes-Benz Success Marketing segmentation combined with the converged media approach inside a content marketing strategy provided the following wins listed below for the brand and the CLA product marketing campaign.
Reduced the average age of Mercedes-Benz Customers.Another type of show are Mercedes fashion shows to integrate the image of luxurious cars and luxurious fashion design (Figure 3) Direct mail and Marketing Collateral Time Schedule Once every two months in the first year White papers of E if we assume the .
Mercedes-Benz keep recording string growth during the past several years. and Lexus. in order to increase the competition tranceformingnlp.comes-benz. a 2% increases from that sold about In most of the instances..
in other raising segment the company also maintains their superior performance by selling more than 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 . 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.
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.
Mercedes benz marketing (stp) 1. PRESENTED TO: PRESENTED BY: PROF:MUNISH KUMAR VIKRAMJEET SINGH MBA(SRM) 2. CONTENTS Introduction History Vision & Mission Segmentation,Targetting,positioning (STP) Marketing mix (4p’s) SWOT analysis Major competitors Corporate social responsibility.