2014Mercedes-BenzCLH classWesley AdamsShayna CentanniOlivia WernerCourtney Clayton
Situation AnalysisMercedes-Benz has been in the auto industry since 1871. Hybrid technologyhas been present in the U.S. Ma...
Target Audience Average age: late 20s - early 30s Median age for MB owners: 33 Target market: Recent College graduates
Mercedes-Benz has always been on the forefront on innovation and design. That is thepower of German engineering.One Merced...
Objective 1 Sell the car Strategy: Online content management Strategy: Creative AdvertisingCLA SuperBowl Strategy: Cre...
Objective 2 Raise awareness of Mercedes-Benz andenvironmentally friendly companies Strategy: Digital and interactive adv...
Objective 3 Increase partnership between Mercedes-Benz and environmentally friendlycompanies by 20% Strategy: Increase p...
Feedback Conduct surveys before and after thecampaign is implemented Use analytics to research the profits andoverall pe...
Feedback Conduct surveys before and after thecampaign is implemented Use analytics to research the profits andoverall pe...
Pr planning project mbfinal
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Pr planning project mbfinal

  1. 1. 2014Mercedes-BenzCLH classWesley AdamsShayna CentanniOlivia WernerCourtney Clayton
  2. 2. Situation AnalysisMercedes-Benz has been in the auto industry since 1871. Hybrid technologyhas been present in the U.S. Market since 1997.Next year, the two will finally meet with the unveiling of the 2014 CLH HybridSedan.Through the announcement of the new Hybrid class, Mercedes-Benz USA’sincreased involvement in the environmentally friendly market will be brought tothe public eye. MBGreen® partnerships are planned for implementation inearly 2014, including providing incentives and discounts for approved eco-friendly businesses. The forward motion of Mercedes-Benz is aimed at theyounger consumer, providing a quality luxury automobile, while keeping theenvironment in mind.By the end of 2014, we at Mercedes-Benz USA are confident that consumerswill associate our brand with the eco-friendly mindsets of the future.Mercedes-Benz Small Blue Planet
  3. 3. Target Audience Average age: late 20s - early 30s Median age for MB owners: 33 Target market: Recent College graduates
  4. 4. Mercedes-Benz has always been on the forefront on innovation and design. That is thepower of German engineering.One Mercedes Drive; P.O. Box 350 Montvale, New Jersey 07645FOR IMMEDIATE RELEASECONTACT: Benjamin Franklin, Director of Marketingbfranklin@mbusa.com or (609) 585-4313MERCEDES-BENZ RELEASES FIRST AFFORDABLE HYBRID LUXURY SEDANMontvale, NJ (June 18, 2013)- Mercedes-Benz has been in the auto industry since1871. Hybrid technology has been present in the U.S. Market since 1997. We believethat respecting our planet means far more than meeting a miles-per-gallon figure.Next year, the two will finally meet with the unveiling of the 2014 CLH Hybrid Sedan.Through the announcement of the new Hybrid class, Mercedes-Benz USA’s increasedinvolvement in the environmentally friendly market will be brought to the public eye.MBGreen® partnerships are planned for implementation in early 2014, includingproviding incentives and discounts for approved eco-friendly businesses. The forwardmotion of Mercedes-Benz is aimed at the younger consumer, providing a quality luxuryautomobile, while keeping the environment in mind.By the end of 2014, we at Mercedes-Benz USA are confident that consumers willassociate our brand with the eco-friendly mindsets of the future.Through the MBGreen® campaign and launch of the CLH Mercedes-Benz willimplement the three main goals: meet sales expectations laid out in CLH marketingplan, raise awareness of Mercedes-Benz involvement in eco-friendly markets, andincrease partnerships between recedes-Benz and environmentally friendly companiesand Non-Profit Organizations. Through these objectives the company will engage inmultiple strategies and tactics across the United States. Among these tactics are targetthe top eco-friendly cities in the US, Online content management, creative advertisingthrough digital and simulation techniques, increase partnership with Fresh Market, andmany others.The new campaign for the CLH vehicle and MBGreen® can be seen by consumers andthe general public by September 2013.For more information please visit mbusa.com/CLH or MBGreen.com###
  5. 5. Objective 1 Sell the car Strategy: Online content management Strategy: Creative AdvertisingCLA SuperBowl Strategy: Create and Execute MBGreen®program Strategy: target the top eco-friendly cities inthe US. (Seattle, Chicago, San Francisco)
  6. 6. Objective 2 Raise awareness of Mercedes-Benz andenvironmentally friendly companies Strategy: Digital and interactive advertising Strategy: social media Strategy: Go to the streets Green Car video
  7. 7. Objective 3 Increase partnership between Mercedes-Benz and environmentally friendlycompanies by 20% Strategy: Increase partnership with FreshMarket. Strategy: Give environmentally friendlycompanies discounts on CLH fleet carsthrough MBGreen. Strategy: Mercedes-Benz andenvironmental defense fund.
  8. 8. Feedback Conduct surveys before and after thecampaign is implemented Use analytics to research the profits andoverall perception of Mercedes-Benz
  9. 9. Feedback Conduct surveys before and after thecampaign is implemented Use analytics to research the profits andoverall perception of Mercedes-Benz
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