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KARL BENZ GOTTLIEB DAIMLER BENZ PATENT MOTORWAGEN
 DAIMLER-MOTOREN-GESELLSCHAFT
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 DAIMLER AG
SUBSIDIARIES AND ALLIANCES
 Maybach (1997-2013)
 Mercedes-AMG (1999)
 Mercedes-Benz McLaren (2003-2009)
OTHER SEGMENTS
...
TOP MODEL’S
Mercedes-Benz
MERCEDES BENZ
FUTURE CAR’S
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 FRANKFURT MOTOR SHOW
 GRAND TOURER
 UPS: gull-wing doors
 ENGINE : 6.2 L V8, DOHC, 6,208 cc
 TRANSMISSION : 7-spee...
"IS IT STILL A CAR?": CAMPAIGN
MERCEDES-BENZ SLS AMG
 UNVEILED AT THE 2009 FRANKFURT MOTOR SHOW & INTERNATIONAL MOTOR SHO...
INTEGRATED MARKETING COMMUNICATION
 INITIATED FROM FEBRUARY 2010
 DEPICTS A RED MERCEDES-BENZ SLS AMG STRIKING A POWERFUL POSE ON GREY ASPHALT AGAINST A BL...
TV SPOT
 DEBUT APPEARANCE ON 30 JANUARY 2010 ON ALL MAJOR TELEVISION CHANNELS WITH A 60-SECOND ROADBLOCK
 THE TV ADVERT ...
 ONLINE DETAILS ON WEBSPECIAL AT WWW.MERCEDES-BENZ.COM/SLS-AMG
 THREE EDITIONS OF AN ONLINE MAGAZINE WILL PROVIDE EXTENS...
NEW IPHONE APPLICATION CALLED "SLS AMG"
 DESIGNED TO GIVE PLAYERS A TASTE OF THE NEW SUPER SPORTS CAR VIA
360° GAMEPLAY
...
NEW KEY VISUAL
 INTERNATIONAL FASHION ACTIVITIES OF MERCEDES-BENZ
 WAS USED FOR THE FIRST TIME DURING
 NAMED AS MERCEDE...
MERCEDES-BENZ SLS AMG IN THE NEW VIDEO GAME, GRAN
TURISMO® 5
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OBJECTIVE OF THE CAMPAIGN
 TO DRAW THE WHOLE ATTENTION TO THE BRAND
 "THE CAMPAIGN IS CONCENTRATING PRECISELY ON THOSE E...
THE SITUATIONAL ANALYSIS
 SALES OF 1,461,680 VEHICLES IN 2013
 THE STUTTGART-BASED PREMIUM BRAND INCREASED ITS SALES IN ...
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
Overview of Sales by Mercedes-Benz Cars
BY SALES NUMBERS
Overview of Sales by Mercedes-Benz Cars
BY SALES NUMBERS
MARKET SHARE OF MERCEDES BENZ WORLDWIDE
MARKET SHARE OF MERCEDES BENZ/DAIMLER AG IN
AMERICA
MARKET SHARE AMONG LUXURIOUS VEHICLES IN INDIA
30
34
25
11
Market Share
BMW
AUDI
MERCEDES
OTHERS
Assured Quality
Exclusivity
Authenticity
Reliability
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STRATEGY AND EXECUTION CONT…
WEBSPECIAL
 THERE WAS SPECIAL VIDEO CALLED “BEHIND THE SPEED- THE SLS AMG EXPERIMENTS”
 HER...
"Is it still a car?": The campaign for the Mercedes-Benz SLS AMG, VIDEO
 CAMPAIGN WAS VERY SUCCESSFUL.
 SALES INCREASE BY 10%
 RECORDED SALES IN MIDDLE EAST, USA AND GERMANY
 MERCEDES CLS AN...
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 SHOULD BE ROBOUST AND UNIQUE
 DIFFENTITIATE YOUR PRODUCT AND THEN YOUR WAY
 AND TRAFFIC FOR BIG BRAND ALWAYS USE
TRA...

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 “ IT’S A STUNNER” “IT’S A SUPER CAR”
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
Mercedes  its still a car, campaign
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Mercedes its still a car, campaign

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Mercedes its still a car, campaign, whole campaign study.

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Mercedes its still a car, campaign

  1. 1.  KARL BENZ GOTTLIEB DAIMLER BENZ PATENT MOTORWAGEN  DAIMLER-MOTOREN-GESELLSCHAFT    DAIMLER AG
  2. 2. SUBSIDIARIES AND ALLIANCES  Maybach (1997-2013)  Mercedes-AMG (1999)  Mercedes-Benz McLaren (2003-2009) OTHER SEGMENTS  TRUCKS  BUSES  VANS  Limousines  HEADQUARTERED IN STUTTGART, BADEN-WÜRTTEMBERG, GERMANY  "GERMAN BIG 3" LUXURY AUTOMAKERS  SLOGAN IS "DAS BESTE ODER NICHTS" MEANS "THE BEST OR NOTHING"  KEY PEOPLE : CHAIRMAIN DIETER ZETSCHE
  3. 3. TOP MODEL’S Mercedes-Benz
  4. 4. MERCEDES BENZ FUTURE CAR’S
  5. 5.   FRANKFURT MOTOR SHOW  GRAND TOURER  UPS: gull-wing doors  ENGINE : 6.2 L V8, DOHC, 6,208 cc  TRANSMISSION : 7-speed dual-clutch automatic  PRICE : £180,485, INR 2.54 - 2.94 crore
  6. 6. "IS IT STILL A CAR?": CAMPAIGN MERCEDES-BENZ SLS AMG  UNVEILED AT THE 2009 FRANKFURT MOTOR SHOW & INTERNATIONAL MOTOR SHOW (IAA)  MARKET INTRODUCTION WAS STARTED IN THE FIRST QUARTER OF 2010.  A COMPLETELY NEW DRIVING SENSATION WAS HIGHLITHED BY INTEGRATED MARKETING CAMPAIGN  THE MARKETING MIX COMPRISES ALL POSSIBLE COMMUNICATION CHANNELS  ONLINE ACTIVITIES WAS IN PARTICULAR PLAYING A KEY ROLE
  7. 7. INTEGRATED MARKETING COMMUNICATION
  8. 8.  INITIATED FROM FEBRUARY 2010  DEPICTS A RED MERCEDES-BENZ SLS AMG STRIKING A POWERFUL POSE ON GREY ASPHALT AGAINST A BLACK BACKDROP.  SUPPORTED BY A BRIEF, MEANINGFUL MESSAGE :- "OH LORD …" OR "A COCKPIT. AN ENGINE. TWO WINGS. IS IT STILL A CAR?“  THE ADVERTS WILL APPEAR IN DAILY NEWSPAPERS AND MAGAZINES.
  9. 9. TV SPOT  DEBUT APPEARANCE ON 30 JANUARY 2010 ON ALL MAJOR TELEVISION CHANNELS WITH A 60-SECOND ROADBLOCK  THE TV ADVERT WITH MICHAEL SCHUMACHER, MERCEDES GP PETRONAS DRIVER TELLS THE STORY OF AN UNUSUAL EXPERIMENT  IT WAS CONTINUE TO RUN AS A 45-SECOND SPOT UNTIL THE END OF MARCH.
  10. 10.  ONLINE DETAILS ON WEBSPECIAL AT WWW.MERCEDES-BENZ.COM/SLS-AMG  THREE EDITIONS OF AN ONLINE MAGAZINE WILL PROVIDE EXTENSIVE INFORMATION ON THE PERFORMANCE  LAUNCHED A REPORTER BLOG AT WWW.SLS-AMG-REPORTER.DE, WHERE CAR ENTHUSIAST MATTHEW K. IS POSTING REPORTS, PICTURES AND VIDEO CLIPS OF HIS TRAVELS  ACTIVE ON TWITTER ( HTTP://TWITTER.COM/SLSAMG )  FACEBOOK, OFFICIAL FAN PAGE ON FACEBOOK SOCIAL MEDIA COMMUNITY AT WWW.FACEBOOK.COM/MERCEDESBENZ .
  11. 11. NEW IPHONE APPLICATION CALLED "SLS AMG"  DESIGNED TO GIVE PLAYERS A TASTE OF THE NEW SUPER SPORTS CAR VIA 360° GAMEPLAY  FEATURING THE IPHONE'S INNOVATIVE "ACCELEROMETER" TECHNOLOGY.
  12. 12. NEW KEY VISUAL  INTERNATIONAL FASHION ACTIVITIES OF MERCEDES-BENZ  WAS USED FOR THE FIRST TIME DURING  NAMED AS MERCEDES-BENZ FASHION WEEK BERLIN IN JANUARY 2010  BRITISH FASHION PHOTOGRAPHER NICK KNIGHT & TOP MODEL JULIA STEGNER
  13. 13. MERCEDES-BENZ SLS AMG IN THE NEW VIDEO GAME, GRAN TURISMO® 5   
  14. 14. OBJECTIVE OF THE CAMPAIGN  TO DRAW THE WHOLE ATTENTION TO THE BRAND  "THE CAMPAIGN IS CONCENTRATING PRECISELY ON THOSE ELEMENTS WHICH ACCOUNT FOR THE EXCITEMENT AND PASSION OF THE MERCEDES-BENZ SLS AMG.  THE DESIGN OF THE ENTIRE CAMPAIGN IS PURISTIC, AND FEATURES IMAGERY WHICH IS BOTH PROGRESSIVE AND MILDLY MYSTICAL, BUT AT THE SAME TIME EXTREMELY DYNAMIC
  15. 15. THE SITUATIONAL ANALYSIS  SALES OF 1,461,680 VEHICLES IN 2013  THE STUTTGART-BASED PREMIUM BRAND INCREASED ITS SALES IN ALL REGIONS  DELIVERED MORE CARS TO CUSTOMERS THAN EVER BEFORE.  BEST-SELLING PREMIUM BRAND . IN KEY MARKETS SUCH AS GERMANY, THE US, JAPAN AND AUSTRALIA  10,000TH DELIVERY OF A MERCEDES-BENZ SLS AMG SINCE LAUNCH  WITH €4.4 BILLION, EBIT, THERE IS AN INCREASE IN SALES BY 10%
  16. 16. Overview of Sales by Mercedes-Benz Cars
  17. 17. Overview of Sales by Mercedes-Benz Cars Overview of Sales by Mercedes-Benz Cars
  18. 18. Overview of Sales by Mercedes-Benz Cars BY SALES NUMBERS
  19. 19. Overview of Sales by Mercedes-Benz Cars BY SALES NUMBERS
  20. 20. MARKET SHARE OF MERCEDES BENZ WORLDWIDE
  21. 21. MARKET SHARE OF MERCEDES BENZ/DAIMLER AG IN AMERICA
  22. 22. MARKET SHARE AMONG LUXURIOUS VEHICLES IN INDIA 30 34 25 11 Market Share BMW AUDI MERCEDES OTHERS
  23. 23. Assured Quality Exclusivity Authenticity Reliability
  24. 24.       
  25. 25.  
  26. 26.      
  27. 27. STRATEGY AND EXECUTION CONT… WEBSPECIAL  THERE WAS SPECIAL VIDEO CALLED “BEHIND THE SPEED- THE SLS AMG EXPERIMENTS”  HERE PEOPLE CAN SHARE THEIR EXPERIENCE AND THEY CAN IMAGINE THE TECHNOLOGY WHICH WAS USED IN SLS AMG.  ONLINE DEMO THROUGH GAMING, ON FACEBOOK AND PLATSTATIION  THERE PEOPLE CAN FEEL LIVE EXPERIENCE
  28. 28. "Is it still a car?": The campaign for the Mercedes-Benz SLS AMG, VIDEO
  29. 29.  CAMPAIGN WAS VERY SUCCESSFUL.  SALES INCREASE BY 10%  RECORDED SALES IN MIDDLE EAST, USA AND GERMANY  MERCEDES CLS AND SLS AMG  THREE AWARDS IN AUTO TROPHY 2010 VOTED BEST CARS OF THE YEAR  STAR BRAND GETS HIGHEST RATING IN THE SAFETY CATEGORY AND OVERALL  SLS AMG BEING HONOURED BY GERMAN TRADE JOURNAL "AUTO ZEITUNG".  TOP POSITION IN THE AUTOMARXX BRAND RANKING OF ADAC  EVEN ITS PRODUTION IS HALT IN 2014 BUT ITS STILL “THE PEOPLE CHOICE CAR”  THAT CAMPIGN HAS STILL EFFECT ON CAR LOVING PEOPLE.
  30. 30.   SHOULD BE ROBOUST AND UNIQUE  DIFFENTITIATE YOUR PRODUCT AND THEN YOUR WAY  AND TRAFFIC FOR BIG BRAND ALWAYS USE TRADITIONAL TECHNIQUES  NOW THE BIGGEST AND CHIPPEST WAY TO YOUR CUSTOMER.  IT WAS AN INGENIOUS TECHNOLOGY ASSEMBLED WITH ABSOLUTE PRECISION.
  31. 31.    “ IT’S A STUNNER” “IT’S A SUPER CAR”

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