Mercedes-Benz is a multinational brand of the German
manufacturer Daimler AG, the brand is used for luxury
automobiles, buses, coaches, and trucks. Mercedes-Benz is
headquartered in Stuttgart, Germany. The name first appeared in
1926 under Daimler-Benz which is widely regarded as the first
automobile. Mercedes-Benz is part of the "German Big 3" luxury
automakers, along with Audi and BMW, which are the three best
Mercedes-Benz carries a full range of passenger, light commercial
and heavy commercial equipment. Vehicles are manufactured in
multiple countries worldwide. S class is basically a luxury sedan
manufactured mainly for middle aged both male and female and
also for families as it is a automatic , SUV , luxury, spacious and
comfortable car .
Market segmentation is a marketing strategy that involves
dividing a broad target market into subsets of consumers who
have common needs, and then designing and implementing
strategies to target them using media channels and other touchpoints that are best to reach them.
Market segments allow companies to create product
differentiation strategies to target them.
It refers to
Dividing a market into smaller groups with distinct needs,
characteristics and behavior as well. There are 4 basis of
It refers to:
Dividing a market into different geographical units such as nations, regions or
cities: for example:
When referring to the geographic segmentation of the S class, it is mainly
targeted toward somewhat wealthy countries. The S class is sold worldwide
but its biggest market is in the United States.
The first Mercedes-Benz ever sold in China was an S-Class and especially for
Chinese customers, the S-Class has remained the model of modern
"The all-new S-Class set a new benchmark for the auto industry and
contribute strongly to Mercedes-Benz's future in this country."
Mercedes-Benz India is all set to launch the new 2014 S-Class in
India, however dealers have already started taking pre-orders of the
luxury car. Longer, wider and more roomier than its predecessor, the
S-Class aims at reclaiming the throne of „world‟s best car‟
Mercedes Benz S class is also available in :
It refers to:
Age, gender, income, occupation, ethnicity, social class, family status,
•Mercedes Benz S class demographic includes adults, both male and
female, mostly middle-aged people. They are not very popular with
youngsters since the brand is very expensive. The S class targets people
of middle to high incomes.
•Youth are included in this group. People between 22-25 purchased
Mercedes Benz. Mercedes Benz does not produce low price vehicles.
Mercedes products also target both males and females as they design cars
to fit both male and female specifications.
Since the car is a Mercedes-Benz cars are quite high. Mercedes-Benz
Car Group's target customers are mostly rich.
For the psychographic segmentation the S class is commonly purchased
among people who have a family, since it‟s a SUV. Some of the reasons
its customers prefer the S class is for its safety, and by being a luxury
car it gives you a certain status among society.
Behavioral segmentation is the most powerful approach because it uses
actual consumer behavior or product usage to make distinctions among
market segments. When referring to the S class behavioral
segmentation, it is purchased among heavy users, it‟s a car you can use
on a day-to-day basis, whether going to work or to the grocery store.
Most of the people that purchase the S class do it for different reasons;
quality, beauty, speed, etc
The target market for the Mercedes Benz is middle aged people of
middle to high incomes. (25-44 year old age )
Mercedes-Benz Car target customers are mostly rich.
Mercedes Benz does not produce low prices vehicles because
Mercedes Benz targets rich people.
The brand is not popular with young people because it is
Mercedes products also target both males and females as they
design cars to fit both male and female specifications.
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.
outstanding service solutions related to those products.
It targets young buyers who love to drive. The car emphasizes
design and style rather than speed .Positioned as a well-engineered
stylish car, its tagline is 'Vorsprung durch Technik' in German,
meaning 'Lead by Technology'.
The new product of Mercedes Benz S class is Sedan (S550) for the
upcoming year. This sedan is good enough to make buyers attracted
towards the new Sedan. The S550 starts at $93,825 including delivery,
given all the improvements over the previous versions. Once you start
adding other luxurious options, the price rises to over $130,000.
Product Line Pricing
Pricing in the US—where all models will be 4Matic—starts at $140,425.
Extras can add up to the car price of around $160,000 because they are
more luxurious and comfortable, better looking and fully equipped with
latest technological innovations that attracts the buyers- especially the
AMG versions which represent a huge progress for the product line.
Price Adaptation Strategy
Mercedes Benz S class is providing functional discounts to its dealers about
$2,500 for pleasing and attracting customers towards their models.
Mercedes Benz S class organized a Fashion Festival in Brisbane . The
goal of the Mercedes-Benz Fashion Festival is to promote fashion and
style, to increase awareness for our local industry and ultimately to
Mercedes-Benz has also tried to enhance the reputation of luxury and
durability of its cars by including the “Mercedes-AMG” that produces
high-performance engines for luxury cars. Mercedes-Benz wanted to
reach their target audience throughout their Facebook advertising .As the
“Class S” model was targeting younger drivers, Mercedes-Benz so it
choose Facebook as the ideal platform. Mercedes-Benz has been using
star-power to send a different kind of message: Stars are bright, but most
Mercedes also conquer the online internet market with the launch of the exciting
multimedia Mercedes-Benz S -Class configuration, interactive online films, and video
The advertisement for the Mercedes-Benz S-Class series automobile uses several
effective devices. Initially, the lack of color gives the impression of a classical and
somewhat elegant item. Mercedes do not need to expose customers to frequent
advertisements. Theme they use is very creative and it gives the viewer the perception
that the name of Mercedes-Benz speak for itself.
It is said by the Mercedes Company that on purchase of every Benz S class, the
Company will donate $100 / vehicle to help provide fragile children with medical
facilities which has a significant effect on the sales of Mercedes Benz S class.
: Mercedes‟ Facebook page is a main hub of interaction between the brand and its
Customers and brand fans post on the walls, take part in discussions and share images
and videos on the automaker‟s page.