This is the group work for Marketing Challenger 2014 competition. The product: Mercedes Benz A-Class Big idea: Look at me, my dear!

1. LOOK AT ME, MY DEAR!
A marketing campaign idea for Mercedes A-Class
• Work by A – Team •

2. Vietnamese consumer prefer:
SITUATION ANALYSIS
Japanese car brands because of
the perception: reliable, easy to
repair, cheap and earning more
when resale
Sedan car because of the
perception: larger, more
comfortable and elegant.

3. Mercedes Benz Vietnam
• MBV has the highest market share but lower growth rate
SITUATION ANALYSIS
Source: MBV

4. About A-class
 Type: luxury hatchback
 Model: A200 and A250 AMG
 Launch time: June 2013
 Target: young generation who “burn out in life, dare to think,
dare to do, dare to engage and unafraid of challenges”
 Competitors: BMW 116i and Audi A1
 Competitive advantages:
Mercedes A-class Competitors
Design x
Operating system x
Safety x
Convenience x
Price x
SITUATION ANALYSIS

5. CHARACTERISTICS OF A-CLASS
Economic:
- Fuel economic
SITUATION ANALYSIS
Convenient:
- Large trunk compared with the other hatchbacks.
- Hatchback style design
- Comfort drive system
Safe:
- Leading safety through extensive tests.
- Insurance: 3 years, Maintenance: 2 years, Warranty: 1 year
Sporty:
- Sporty design with diamond radiator grille and various color
option.

6. Market segment Segment description
Convenient
Those people use car frequently for
working or moving around the crowded
city and carrying out the heavy things.
Thus, they seek a comfort hatchback
with modern technologies and design.
Safe
This segment consists of consumers who
are very responsible and highly evaluate
the safety not only for themselves but
also their family. They tend to choose a
secure car.
SEGMENTATION ANALYSIS

7. Market segment Segment description
Sporty
This group of consumer is fascinated by
the sporty and modern appearance
because of their urban lifestyle. They
use car as a mean to reflect their
personality.
Economic
Those customers are mature and have a
stable life with a sustainable income.
They know how to earn and spend
money which is not only for personal
demand but also for the family’s needs.
Then, they care about a car with high
cost efficiency.
SEGMENTATION ANALYSIS

8. Planning to buy/
change a car in the
near future
Why choose?
- Young and modern generation.
- Mature and stable life ( family and career)
- Base of the family in Vietnamese perception
- Easier to approach the technology than woman
TARGET CUSTOMER
Young dad,
30 – 35
years old
Living in the
urban cities
Middle and
upper class.

9. BUT
“ I think dad in the modern
time know how to spend 50%
of their life for the career and
the other 50% for the family”
“ My busy working life just let
me play with my children in
the weekends”
They want to balance the
working and family life.
They are still involved much in
the working and just spend
the weekend with their
children and the family.
INSIGHT:
“ I wish I can become a close friend of my children and
have more chance to enjoy the great moment with
them.”
CUSTOMER INSIGHT

10. “ LOOK AT ME, MY DEAR! ”
Key message:
Success of a young men is when he
dedicates his best for his family, career and
interest.
OUR BIG IDEA