3 desired German car Brands

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ever wondered what kind of persoanlity type you potray when you drive a car..that too a German Car Brands like BMW ,Mercedes and Audi

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  • very good ppt i like it very much also i love the cars lol
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3 desired German car Brands

  1. 1. Brands Of Desire Dream your Desire, Desire your Dream
  2. 2. <ul><li>What is a Brand… </li></ul>
  3. 4. <ul><li>Some Brands That v Desire are…… </li></ul>
  4. 6. <ul><li>But The MOST Desired ones are </li></ul>
  5. 8. No. of people owning luxury car 52% 48% 16% 25% 38% 21%
  6. 9. <ul><li>Profile of Brands </li></ul>
  7. 10. Mercedes -Benz Mercedes Benz
  8. 11. About Mercedes-Benz <ul><li>The legendary brand Mercedes Benz is associated with luxury and excellence </li></ul><ul><li>Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks . </li></ul><ul><li>It is currently a division of the parent company, Daimler AG </li></ul><ul><li>Existence in India Since January 1994,in world since 1881. </li></ul>
  9. 12. Story of 3-Star <ul><li>The Mercedes logo was created by Daimler </li></ul><ul><li>The three point silver star surrounded by a circle represents the three branches of motorization: </li></ul><ul><ul><li>on land, </li></ul></ul><ul><ul><li>on water and </li></ul></ul><ul><ul><li>in the air. </li></ul></ul><ul><li>It may also be interpreted as a symbol of small, reliable, and powerful engine that Daimler wanted to create. </li></ul><ul><li>Mercedes is well known for its land vehicles but nevertheless it has produced engines for boats and planes </li></ul>
  10. 13. Segments <ul><li>Mercedes Benz-New C –Class </li></ul><ul><li>Mercedes Benz-E Class </li></ul><ul><li>Mercedes Benz-SLK-Class </li></ul><ul><li>Mercedes Benz-M-Class </li></ul><ul><li>Mercedes Benz- CLS–Class </li></ul><ul><li>Mercedes Benz-New S –Class </li></ul><ul><li>Mercedes Benz-SL –Class </li></ul><ul><li>Mercedes Benz- CL –Class </li></ul>
  11. 15. <ul><li>B ayerische M otoren W erke </li></ul><ul><li>BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars. </li></ul><ul><li>BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees. </li></ul><ul><li>India Operation Since March 2006 </li></ul>About BMW
  12. 16. Symbolizes <ul><li>The famous white and blue symbol of BMW stems from the company's origins as aeroplane engine manufacturers . </li></ul><ul><li>Through the years this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles. </li></ul>
  13. 17. Segments Of BMW
  14. 19. About Audi <ul><li>Audi - the German luxury car manufacturer </li></ul><ul><li>In March 2007, Audi set up its own sales company for India. By establishing Audi India Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai </li></ul><ul><li>Audi’s goal is to become the leading automobile luxury brand </li></ul><ul><li>Audi India car sales volume countrywide has been increased by 201 percent. the last quarter of 2009 was impressive for Audi India as sales grew up by 229 percent </li></ul>
  15. 20. <ul><li>The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany. </li></ul><ul><li>It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG </li></ul>
  16. 21. Audi Segments
  17. 22. Brand preference in percentage 14% 69% 3%
  18. 23. Car Sales and Revenue in India 2009 Brand Unit sales in 09 Sales in Rs Crore BMW 2738 8214 Mercedes 2640 7920 Audi 1449 4347
  19. 24. <ul><li>Brand Identity </li></ul>
  20. 25. Meaning <ul><li>Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. </li></ul><ul><li>A brand identity provides direction, </li></ul><ul><li>purpose and meaning for the brand </li></ul>
  21. 26. <ul><li>Mercedes name synonyms with </li></ul><ul><ul><li>Luxury </li></ul></ul><ul><ul><li>High quality automobiles </li></ul></ul><ul><li>Star symbol reinforces precision </li></ul><ul><li>Premium pricing </li></ul><ul><li>Cutting edge Technology </li></ul>Identity of Mercedes
  22. 27. Identity Of BMW <ul><li>Most admired German car brand </li></ul><ul><li>The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car </li></ul><ul><li>Finest Designing </li></ul><ul><li>Product Consistency </li></ul>
  23. 28. Identity of Audi <ul><li>Audi is identified as progressive premium brand </li></ul><ul><li>Brand essence Vorsprung durch Technik means being ahead in time in technology </li></ul><ul><li>Emotion-packed </li></ul><ul><li>Lightweight design and highly efficient </li></ul><ul><li>4-ring logo with main colour as aluminium silver represents clear and technical innovative power </li></ul>
  24. 29. <ul><li>Brand Personality </li></ul>
  25. 30. <ul><li>Brand Personality is a set of human characteristics associated with a brand </li></ul><ul><li>Brand Personality, like human personality, is both distinctive and enduring </li></ul><ul><li>Refers to the outcome of all the consumer’s experiences with the brand </li></ul>
  26. 31. <ul><li>Personality Type </li></ul><ul><li>Heritage, Stylish, Sophisticated </li></ul><ul><li>Traditional </li></ul><ul><li>Showy, conservative values, maintaining status quo </li></ul><ul><li>“ Car says about the owner” </li></ul><ul><li>“ Look at me! I’ve made it: money and assets, its mine, mine, mine!” </li></ul><ul><li>How it makes owner feel </li></ul><ul><li>Successful in the eyes of others </li></ul>Mercedes Benz Drivers Desire
  27. 32. <ul><li>OWNER TYPE </li></ul><ul><li>Powerful, Masculine, </li></ul><ul><li>Aggressive, dominant, driven, determined </li></ul><ul><li>CAR SAYS </li></ul><ul><li>“ I’m on my way to the top and I achieve in all aspects of my life…no compromises” </li></ul><ul><li>CAR MAKES ME FEEL </li></ul><ul><li>Powerful, strong and in control </li></ul>BMW Empowers Me BMW drivers have ‘more to prove’, are less open to change, and more competitive.
  28. 33. <ul><li>OWNER TYPE </li></ul><ul><li>Progressive, Stylish, Urban Cool, Creative </li></ul><ul><li>Inspirational, design oriented, sporty, motivated </li></ul><ul><li>CAR SAYS </li></ul><ul><li>“ I move with the times, I appreciate design but equally want a drivers car” </li></ul><ul><li>CAR MAKES ME FEEL </li></ul><ul><li>Innovative, stylish, sporty </li></ul>AUDI DRIVER IMAGERY Audi is more likely to be successful through passion, cool and socially Inspirational
  29. 34. Do these brands act as status symbol? 24%
  30. 35. How far you think the price is matched with brand value 28% 46%
  31. 36. <ul><li>Brand Positioning </li></ul>
  32. 37. Meaning <ul><li>Positioning is process by which marketers try to create an image or identity in the minds of their target market for its product or brand </li></ul><ul><li>Positioning is not what you do to a product. </li></ul><ul><li>Positioning is what you do to the mind of the prospect.” </li></ul><ul><li>Positioning is ,how you differentiate yourself in the mind of your prospect”. </li></ul>
  33. 38. Mercedes Position Board <ul><li>Prestigious </li></ul><ul><li>Great reputation and status symbol </li></ul><ul><li>Cultural and social icon </li></ul><ul><li>Luxurious </li></ul><ul><li>Good resale value </li></ul><ul><li>More than just a car </li></ul>
  34. 39. BMW Brand Board <ul><li>A real drivers car </li></ul><ul><li>Exceptional Performance </li></ul><ul><li>Powerful cars </li></ul><ul><li>Makes the right statement </li></ul><ul><li>about owner </li></ul><ul><li>Great reputation </li></ul>Ultimate Performance but lacks emotion
  35. 40. Audi Brand Board <ul><li>Design </li></ul><ul><li>Innovative Technology </li></ul><ul><li>Sports appeal </li></ul><ul><li>Stylish </li></ul><ul><li>Modern </li></ul>Innovative design, contemporary, desired .
  36. 41. BRAND SUMMARY INNOVATIVE DESIGN ULTIMATE PERFORMANCE CLASSIC PRESTIGE Sporty and stylish driving experience Technology and Performance Sophisticated driving experience Design is hero Car is hero Badge is hero
  37. 42. <ul><li>Maps and Roads of Success </li></ul>
  38. 43. AUDI LOOKS STATUS * AUDI A8 *BMW – 7 SERIES *MERCEDES S CLASS
  39. 44. *AUDI Q7 *BMW X3 *MERCEDES M CLASS ENGINEERING FUEL EFFIENCY
  40. 45. *AUDI A6 *BMW 5 SERIES *MERCEDES E CLASS FEATURES SAFETY & COMFORT
  41. 46. PRICE RESALE *AUDI A4 *BMW 3 SERIES *MERCEDES C CLASS
  42. 49. Audi
  43. 50. <ul><li>Its been journey into dream world making this presentation for </li></ul><ul><li>Jayshree Magdum -10 </li></ul><ul><li>Atique Shaikh-16 </li></ul><ul><li>Masumi Shinde -17 </li></ul><ul><li>Karan Newatia-21 </li></ul><ul><li>Remya Ravindran-25 </li></ul>

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