Summer Internship project at Mercedes-Benz India.

1. Project Title: Effective Marketing Promotions For Mercedes Benz
Certified - Pre-Owned Cars
Duration: 2 Months (2nd May 2016 – 30th June 2016)
Rahul Thomas
Marketing Communications
Pune, India
30th June, 2016

2. Content
1. Methodology
2. Stakeholders
3. About Mercedes Benz India
4. About Mercedes Benz Certified
5. Pre-Owned Car Environment
6. Our USP’s vis-à-vis Competition
7. Showroom Visits
8. Questionnaire to Dealers
9. Analysis & Interpretation
10. Findings & Inferences
11. Observations
12. Suggestions & Recommendations
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 2

3. Methodology
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 3

4. Methodology
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 4
Pre-Owned Car Market Research & Studied
the Mercedes Benz Certified POC Process
Customer Awareness And Comments -
Mercedes Benz Certified Pre-Owned Cars
Competitor Offerings Analysis (Including Calls
to Rivals)
Website Differentiation Analysis
Mercedes Benz Certified Dealership Visits To
Pune & Mumbai

5. Methodology
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 5
Mercedes Benz Certified Pre-Owned Cars -
Dealership Marketing Analysis
Enquiries Analysis & Customer Profiling
Findings and Inferences
Suggestions, Recommendations & Conclusion

6. Stakeholders
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 6
1. Mercedes Benz Certified Dealerships PAN
India
a) Marketing Managers
b) Pre-Owned Car Heads
c) Sales Executives
d) Receptionist
2. Mercedes Benz India Marketing & Sales Staff
3. Customers Listed Online (Outside Mercedes
Benz Certified Website)

7. About Mercedes Benz
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 7
• Mercedes-Benz is a global automobile
manufacturer and a division of the German
company Daimler AG
• The brand is known for luxury vehicles,
buses, coaches, and trucks
• The headquarters of Mercedes-Benz is in
Stuttgart, Baden-Württemberg, Germany

8. About Mercedes Benz India
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 8
• Established in 1994, Mercedes-Benz India
Pvt. Ltd. pioneered the luxury car market in
India and boasts of more than 130 years of
cutting edge innovation in the luxury
automobile industry globally
• Mercedes-Benz India product portfolio
comprises the locally produced Mercedes
Maybach S 500, S-Class, E-Class, C-Class,
CLA sedans and the GLA, GLE and the
GLS SUVs
Mercedes-Benz India

9. We have come a long way, ranked most awarded luxury car brand
for the 3rd consecutive year
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 9
• Completely Built imported cars portfolio
includes the A-Class, B-Class, CLS, SLK, E-
Class Cabriolet, S-Class Coupé, GLC and
the S 600 Guard a range of other Guard
vehicles, not to forget a wide range of
Mercedes-AMG Cars
• For the third consecutive year, Mercedes-
Benz India has witnessed a double digit
growth and has emerged as the ‘most
awarded luxury car brand’ in India

10. Mercedes Benz Certified Pre-Owned Cars
• Mercedes-Benz India launched India’s first
premium certified Pre--owned car program in
June 2010 under the brand name
‘ProvenExclusivity’. (Intro More)
• Known for innovation, quality and superior
engineering
• Helps in getting new customers for new cars
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 10

11. Mercedes Benz Certified Pre-Owned Cars - Business Solution &
Benefits
Mercedes-Benz Certified Pre-
owned benefits:
• Certified by Mercedes-Benz
• Hassle-free documentation,
more peace of mind
• Verified vehicle service history
• 5 days exchange policy
• Attractive Trade-in & Finance
optionsEffective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 11
Retain Acquire
To retain core base of
Mercedes-Benz
customers in India
Appeal to additional
set of customers to
make them consider
and own our brand
Make the STAR
shine brighter
POC Business Solution

12. Building the Pre-Owned Car Business Based On the 6P’s
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 12

13. Pre-Owned Car Environment
Organized sector is expected to have a 25% market share in 2016/17
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 13

14. Pre-Owned Car Environment
• Considering the huge population of India and the growth trend, luxury car makers have
realized the potential of the used car market and started their pre-owned programs
• The high depreciation of luxury cars at 20-30 percent make them an attractive purchase
• Used Car Business has doubled over the last 3 years
Source: Auto.Economic Times
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 14

15. Our USP’s vis-à-vis Competition
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 15
MB Certified Pre-Owned
Cars
• Certified by Mercedes-Benz
• Hassle-free documentation,
more peace of mind
• Verified vehicle service history
• 5 days exchange policy
• Attractive Trade-in & Finance
options
• 12 Months Roadside
Assistance
• MB Global Inspection
Standards
• Warranty Up to 12 Months
BMW Certified Used
Cars
• Minimum 12-months BMW
warranty
• 360-Degree Technical and
Optical Check
• Service History
Other Attractive Options
• Exclusive
Maintenance Package
Available
• Financial Services
• BMW Roadside
Assistance
• Trade-in offers
Audi Approved :plus
• 110+ Multi point
checks
• Service Plan
• 24 Months Warranty
• Financing
• Complete Service
History
• Courtesy Car
• Road Assistance
• Trade-In
• Insurance
• Test-Drive
Our USP’s BMW’s USP’s Audi’s USP’s
Our USP’s Which Should Be
Emphasized

16. Showroom Visits
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 16

17. Showroom Visits: To B.U Bhandari, Pune followed by Shaman
Wheels & Auto Hangar, Mumbai
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 17

18. Questionnaire To Mercedes-Benz Certified Dealers
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 18

19. Questionnaire to MB Certified Marketing Managers PAN India
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 19

20. Analysis & Interpretation
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 20
1) Competitor Offerings Analysis & Website
Analysis
2) Website Enquiries Analysis
3) SWOT Analysis
4) Porters Five Forces Analysis
5) Customer Pre-Owned Car Awareness Analysis

21. 1) Competitor Offerings Analysis & Website Analysis
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 21

22. Competitor Offerings Analysis & Website Differentiation
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 22

23. Competitor Offerings Analysis & Website Differentiation
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 23

24. Competitor Offerings Analysis & Website Differentiation
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 24

25. Website Analysis: Mercedes Benz Certified
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 25

26. Website Analysis:
Dealer Website Front Page
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27. BMW Premium Selection: Good Digital, Social Media and Test Drive Link
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 27

28. Audi Approved :plus
Comprehensive First Page Briefing Of Offerings
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29. Website Analysis
Customer Testimonials Are Very Important Today. How can we show them how them ‘WE CARE’?
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 29

30. 2) Website Enquiries Analysis
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 30

31. Website Enquiries Analysis:
Enquiries Witnessing a Rapid Growth
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 31
(Jan to June)

32. Website Enquiries Analysis:
Rapid Increase seen in the No. Of Website Enquiries Y-O-Y
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 32
65%35%

33. Website Enquiries Analysis:
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 33

34. Website Enquiries Analysis:
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 34
(Jan to June)

35. Website Enquiries Analysis:
44% Dominated by the C-Class
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 35
(Jan to June)(Jan to Dec)

36. Website Enquiries Analysis:
Age Wise (31-40) is the highest contributor at 39% with an increase of
3% witnessed
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 36
(Jan to June)(Jan to Dec)

37. Test-Drive Enquiries Analysis:
Occupation Wise, Self-Employed Dominates at 65% and Employed at 23%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 37
(Jan to June)(Jan to Dec)

38. A-Class (21-30) is Stable, (31-40) experiencing a Massive Increase of
17% while (41-50) & (50 and above) has seen a reduction of 10% and
8% respectively
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 38
(Jan to June)(Jan to Dec)

39. Occupation Wise, the A-Class is Stable with more young
entrepreneurs (21-40) and employees (31-40) going for it
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 39
(Jan to June)(Jan to Dec)

40. For the B-Class, (21-30) has witnessed a Massive Decrease of 12%,
and (31-40) has experienced a Massive Increase of 16%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 40
(Jan to June)(Jan to Dec)

41. Occupation Wise, the B-Class has a Significant increase of 7% among
the Employed audience, with Self-Employed again Dominating with 52%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 41
(Jan to June)(Jan to Dec)

42. C-Class is Stable Across All Age Categories with (31-40) at
41% leading the way
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 42
(Jan to June)(Jan to Dec)

43. C-Class occupations wise has seen a 7% Reductionin employed and an
8% increase in self-employed
EffectiveMarketing Promotions forMercedes-BenzCertifiedPre-OwnedCars 43
(Janto June)(Janto Dec)

44. The AMG Range witnesses a Massive Increase of 30% among
(21-30) age group with more younger audiences enquiring
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 44
(Jan to June)(Jan to Dec)

45. AMG witnesses a 50% surge in enquiries by the Employed in
2016
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 45
(Jan to June)(Jan to Dec)

46. Dream Cars witnesses a Massive Increase of 42% among (21-
30)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 46
(Jan to June)(Jan to Dec)

47. Dream Cars are dominated by Self-Employed - Sons of
Entrepreneurs at (67%) followed by Established Entrepreneurs
(41-50) at 22%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 47
(Jan to June)(Jan to Dec)

48. E-Class (21-30) witnesses an Increase of 8%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 48
(Jan to June)(Jan to Dec)

49. E-Class: Self-Employed Dominate this category at 69% with a
10% increase seen in Employed
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 49
(Jan to June)(Jan to Dec)

50. GL: (21-30) Drops 6%, (31-40) Stable at 37% and (41-50)
witnesses an Increase of 5%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 50
(Jan to June)(Jan to Dec)

51. More Established Entrepreneurs (31-50) going for the GL
Series
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 51
(Jan to June)(Jan to Dec)

52. ML: (21-40) remains Stable at 68% Share, (50 & Above) at
13% witnesses an Increase of 7%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 52
(Jan to June)(Jan to Dec)

53. The ML is Dominated by the Self-Employed, with a massive
20% increase recorded
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 53
(Jan to June)(Jan to Dec)

54. S-Class is Gaining More Older Crowd with a total increase of
13% in the (31-50) age group
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 54
(Jan to June)(Jan to Dec)

55. S-Class is Dominated by the Self-Employed at 81%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 55
(Jan to June)(Jan to Dec)

56. SWOT Analysis
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57. SWOT Analysis
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 57
•44% C-Class Enquiries
•Social & Digital Media
•Referral Schemes
•New Car Duty
Structure
•Potential in Tier 2 & 3
Cities
• Low Pricing By
Unorganized Players
• Higher Inventory
• Aggressive Marketing
by Rivals
• 10% Difference In Pricing
Compared to
Unorganized Players
• 20% Down payment
• Weak POC Social Media
Presence
•Brand Name &
Recognition
•MB Global Inspection
Standards
•5 Days/500 Kms
Exchange Policy
•Website Referral Enquiries
Highest
•Biggest Dealer Network
S W
OT

58. Porters Five Forces Analysis
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 58

59. Porters Five Forces Analysis
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 59
• Industry Rivalry: Audi, BMW and Unorganized Players
• Bargaining Power of Buyer: Buyer has a high bargaining power because of the existence of
unorganized players offering better rates, Existence of Online Portals
• Bargaining Power of Seller: High. Biggest Dealer Network Of Sales & Service, Good Finance
Schemes by DFS, Refurbishment according to MB Global Inspection Standards, Good Brand Name so
we can leverage on our Brand Equity with higher bargaining power leading to higher pricing than our
fellow rivals, Emergence of New Generation Cars
• Threat of Substitutes: New Cars in that Range, Unorganized Players’ low pricing tends to sway the
buyers at times, Existence of Online Portals
• Threat of New Entrants: Already Saturated Market. Audi and BMW Expanding their POC Dealership
Network

60. Customer POC Awareness Analysis
(Pune & Mumbai)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 60
5) New Car
1) Website Awareness
2) Source Of Awareness
4) POC Call
3) Online Listings

61. Findings & Inferences
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 61

62. Consumption Audience
• Age Group (31-40)is the highest contributor at 39%of total enquiries,
followed by (21-30)at 28%and (41-50)at 21%
• Self-Employedis the largest contributor of enquiries at 65%,followed
bythe Employed at 23%
• A-Class: YoungEntrepreneurs(21-40)
Employed Professionals (31-40)
• B-Class: Entrepreneurs& Employed Professionals
From (31-60)
• C-Class: Entrepreneurs&Employed Professionals
From (21-50)
EffectiveMarketing Promotions forMercedes-BenzCertifiedPre-OwnedCars 62

63. Consumption Audience
• AMG: GLA Enquiredby the Employed(21-40)
Young Entrepreneursfrom (21-40)
• DreamCars: Young Entrepreneurs(21-40)
• E-Class: Entrepreneurs(21-50)
Self-Employed Major Contributor at 69%
Employed Witnessed 10%growth at 22%
• GL: Entrepreneurs(21-50)
Self-Employed Major Contributor at 71%
EffectiveMarketing Promotions forMercedes-BenzCertifiedPre-OwnedCars 63

64. Consumption Audience
• ML: Entrepreneurs (21-60)
Reduction of 13% observed y-o-y in
the Employed Category which stands at a mere
2% today
• S-Class: Entrepreneurs (21-60)
S-Class is Gaining More Older
13% in the (31-50) age group
Also, a 15% reduction is seen in the enquiries
stands at 23% today
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 64

65. Findings & Inferences
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 65
1. 55% customers buy Pre-owned cars due to budget limitation
2. Used car sales in developed market is at 2-4 times of new car sales
3. As user understanding evolves, organized used car market is likely to see 15-20% growth in
the next 4-5 years
4. 33% Of Google’s ‘Most Searched’ Among Cars are for ‘Sedans and Luxury’. The number of
queries related to used cars on Google Search have grown 20 times in the last 6 years
5. As many as 8 in 10 potential used car buyers starting their research from Google search seem to
be undecided about which used car to buy
6. Most commonly searched queries involve questions around budget, brands, fuel type and
ownership
7. Most number of used car searches come from Maharashtra, followed by South India, West
Bengal, NCR, Uttar Pradesh and Punjab
Source: Auto.Economic Times

66. Findings & Inferences
(Pune & Mumbai) Most Not Aware Of the Mercedes Benz Certified
Website. GLE Having the most demand
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 66
• OLX more popular than CarWale and CarDekho with more listings
• 15/24 not aware of the MB Certified Website
• 16/24 interested in buying a new car
• 6/16 among those interested wanted to buy the new GLE
• Those who spoke to the POC Managers already, quoted price as the main issue, which was
5-6 lakhs lesser than expected

67. Observations
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 67

68. Observations:
More Creatives, Digital Help and A PAN India Level Event Requested
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 68
1. A more Media-wise target driven approach needed for MB Certified marketing spends based
on the monthly sales target
2. More Creatives Needed for MB Certified
3. % Of C-Class Enquiries Highest at 44%
4. Special DFS Schemes Needed for Diesel Cars above 2000cc after the Ban
5. PAN India MB Certified Event Requested

69. Observations
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 69
1. Trade-In Bonus of 1L Helpful
2. Agility Scheme working well for demo cars. Helping in procurement too.
3. PULP was Running Well at Shaman Wheels, Mumbai (30 exchanges a month)
4. Kerala second Highest in terms of Digital Referral Enquiries (rajashreemotors.in) All males in
Kerala. North Kerala Main Market. Not doing anything digital.
5. Selling easier Digitally, Procurement easier through Trade-In’s and Evaluation
6. No uniform segregation for the Marketing Budget calculation
7. Direction needed to enhance social media presence

70. Suggestions & Recommendations
• Brand
• Website
• Retail Communication
• Digital Marketing & Social Media
• Referral Marketing

71. Brand
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 71

72. Brand Offerings
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 72
1. Existing Offerings Which Should be Emphasized:
• 12 Months Roadside Assistance
• Mercedes Benz Global Inspection Standards
• Warranty Up to 12 Months
2. Warranty Could be extended to 24 Months (Depending on the Car) & Unlimited Kms
3. Insurance
4. Courtesy Car
5. No. Of Checks
Should be
Emphasized

73. Website Suggestions
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 73

74. Website Suggestions
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 74
1. No. Of Checks should be shown
2. Comprehensive Roadside Assistance Description
Emphasis
3. Good Testimonials (From the Dealership After-Sale)
Should be Displayed Online
4. Insurance Should be Mentioned
5. Courtesy Car Should be Mentioned
6. Website Link to Facebook and YouTube

75. Website Suggestions
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 75
1. Reduction In Enquiries Follow-Up Time to - Within 1 Hour
2. Faster Scrolling through Cars Needed
3. Enquiry Pop-Up before Leaving the page and Thank You Informatory note after registering an
enquiry
4. Font Color Should be Changed from Grey to Black For Better Visibility
5. Bigger Photos When Clicked On & Dealer Number Besides Every Car to be Displayed
6. FAQ Section & Used Car Benefits Option (Also Content Marketing Link with CarWale/CarDekho)
7. Automated Moving Slide Banners On the Mercedes Benz Certified Website
8. Constant Request a Test Drive Pop-Up & Request Call Back/ Call On ‘123’ Option
9. Like / Option besides every car

76. Retail Communication
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 76

77. Retail Communication (Internal Branding)
There is a fine line between ‘Informing’ and ‘Overwhelming’
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 77
• Display Of Car Refurbishment Process Video to
the Prospect on the Sales Person’s I-Pad . Also
YouTube Videos should be posted and publicized
to the prospects to refer to anytime
• Willkommen Sticker At The Entrance Glass Door
• Introduction of Smart Signs/Directions In the
showroom
• Fragrance like in the new showrooms, Pleasant
Music and Plants. Caller Tune should mention the
dealership’s name e.g. ‘Welcome to Silver Arrows’
Needed to Enhance Customer Showroom
Experience

78. Retail Communication (Internal Branding)
Customers want to read reviews Online and Offline to enhance ‘Trust’
• Sticky Note Feedback Wall in the form of a
Car can be introduced to Enrich In-Store
Customer Experience
• Selected Good Feedback can be posted as
reviews on the Mercedes Benz Certified
Website and respective Dealer websites
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 78

79. Retail Communication (Internal Branding)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 79
• Life Journey Storytelling Specs Sheet:
e.g. Willkommen !
I am an E 250 CDI from the E-Class Family. Born in
2014, I have been idle for most of my time! (29Kms
Run) And guess what? You would be my first owner!
With a Diesel Engine and 7G Tronic Plus
Transmission, I am still up for a challenge against any
new boy there. Rest Assured, I am under Warranty,
unlike my Insurance which unfortunately isn’t valid in my
case. But Hey, does that really matter to you?!
My friends here have valued me at 50,00,000. Please
take me home soon before someone else does !
We've made a commitment to being the best, and I
promise you I will not disappoint. #TheBestOrNothing

80. Retail Communication (External Branding)
More External Visibility needed for Mercedes Benz Certified Dealerships
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 80
• More Visibility Needed for External
Hoarding Placement
• Should Ideally be placed on the
Roadside with an increase in its height
• Also, LED Lights should be placed on
these hoardings for night time visibility
• No Non-Mercedes Benz Cars Should be
Displayed Outside

81. Retail Communication (Events)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 81
1. 1 Pre-Owned Cars Carnival at least once every quarter
2. POC Off-Roading Event (Tie-Up with Banks’ HNI
Customers Too)
3. Display of POC Dream Cars and AMG’s in Famous Clubs
4. Display Of C & CLA Class and Evaluation at IMA Meets
5. Doctors Meet Entrepreneurs Socializing Event - Sunday
Brunch (Display High End Cars & Evaluation & Car Wash)
6. C-Class & CLA Display - Medical Conference (Special
Photographer & Tarot Reader to Keep Spouse Engaged)

82. Retail Communication (Events)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 82
1. Display & Evaluation Event in High End Societies in the
neighborhood (Direct Mailing)
2. C & CLA Display, Valuation and Test-Drive events in
hotels/clubs of High potential towns neighboring the
dealership
3. Participate in Auto Events/Multi-Brand Carnivals hosted by
e.g. TOI & DNA
4. Target Sports Days in Top Schools of India for Evaluation
and Display

83. Retail Communication (Newspaper Ads)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 83
• Car List, Color, Least Kms Driven Cars,
Warranty, Down payment, Price &
Mercedes Benz Certified Website Name
and Dealer Website Name should be stated
in every Mercedes Benz Certified Retail
Newspaper Ad

84. Retail Communication (ATL & BTL)
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 84
ATL Activities
• Radio Jingle for the Facebook Event On the Mercedes Benz India Facebook Page ‘Why
would you like to own a Mercedes Benz Certified POC?’ needed during peak hours to
enhance Brand Recall and encourage participation
BTL Activities
• Data Harvesting On LinkedIn after obtaining HNI & GM+ Level Corporate Data from
3rd Party Vendors Send Mailers to These Verified Contacts
• Call Back New Car Enquiry Rejects
• Birthday & Anniversary Mail Wishes from Mercedes Benz India to Previous Years
Customers With a plethora of special offerings
• Display of Dual table-tents with New Car and Pre-Owned Car Offerings during all
Pre-Owned Car Events

85. Digital Marketing
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 85

86. Digital Marketing
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 86
1. Tie-Up with Online Car Portals like Quickr for 1st Person Choice Of Verified Enquiry Leads
which are above Rs.15 L
2. As Cost Per Lead in Digital Marketing is less, it is working the best today with tie-ups with
Carwale and CarDekho in particular. Similar marketing and tie-ups should be done with OLX
3. Google Re-Marketing at each dealership needed
4. Content Marketing With Google displaying used car benefits to direct leads to our website

87. Digital Marketing
Referral Leads are the Highest at 60%. Less Direct - Indicating Less Website Awareness
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 87

88. Digital Marketing (Referral)
Most Leads coming from the Mercedes Benz India Website at 59.1%
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 88

89. Digital Marketing (As Referral is the Highest)
More Visibility would be A ‘+’ for Mercedes Benz Certified Pre-Owned On the Mercedes Benz India Website
By Adding a Full Time Moving Banner On the First Page Or A Small Banner Below It
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 89

90. Digital Marketing (Referral)
Comprehensive Description Of the Dealership On Google Search with a Map & Directions is
Needed for all Dealerships PAN India
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 90

91. Digital Marketing (Organic Search)
Organic Key Word Support should be provided to each Dealership
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 91

92. Digital Marketing
Showing A Good Response, A Personalized After-Sales App should be created for Big
Dealers to Ensure A Seamless Customer Experience, Helping the Sales Pitch
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 92

93. Social Media
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 93

94. Social Media:
A Regularly Updated Mercedes Benz Certified India FB Page Required
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 94
Mercedes Benz Pre-Owned Malaysia
Similar Page should be created PAN
India

95. Dealership Social Media Connect
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 95
• Make Prospects Like the dealership FB Page
at the dealership
• Dealerships should post a POC Inventory
Album with Car Specifications once a week
on their respective FB Pages and Once a
Month On the Potential MB Certified Pre-
Owned Cars India FB Page (Always with the
MB Certified Website Link)
Also With Every Post Mention: Interested in
a Car? Give us a Call on ‘123’/ A missed call on
‘123’ and we will call you back
• Dealership Events should be posted on FB and
Pics of the Event should be posted on their FB
Pages following the event

96. Social Media:
1 Mercedes Benz Certified Post Required Every Month On the Mercedes Benz India
Facebook Page with the Mercedes Benz Certified Website Link
FB Sponsored Ads
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 96

97. Social Media Connect: To Enhance Customer Brand Advocates, Brand
Recognition on the Social Network & Word Of Mouth Marketing
Also the Selfie Stick Used Should Be Given As a Gesture After The Post
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 97
• Facebook Sharing BlinkTag Application should be used After-sale by all dealerships

98. Facebook Event: To create a buzz and thereby increase the Mercedes Benz
Certified India & Respective Dealerships’ Facebook Page Awareness
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 98
• #Alwaysthebest - Event On ‘Facebook’s Mercedes
Benz India Page’ (1 Month Long)
Tell Us In One Line ‘Why would you like to own an MB
Certified POC?’ (In the Comments Section Below the Post)
STEPS:
a) Like our MB Certified FB Page & Dealership FB Page
b) Like & Share this post and Tag most number of
friends in the comments section below this post, along
with your reason and hash tag #alwaysthebest
#mbindia #mbcertified #preownedcars with it. 1
Person with the best reason and who has tagged the
most number of friends, Wins a Mercedes Benz
Certified Pre-Owned Car of their choice for a year!

99. Referral Marketing
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 99

100. Referral Marketing: Has High Potential
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 100
•10,000 worth Mercedes Benz Goodies Received per Referral today at Shaman Wheels, Mumbai
• As Referral conversion ratio is high, a Referral program with points where (*1 point=1
Rupee) can be introduced for Employees and Customers
•The points can be redeemed at any point of time in the form of Gift card’s from Amazon,
Spa Vouchers and similar luxury offers
•Higher the Car Value, Higher the Points Earned
•Program can be Highlighted on Dealer Websites and the MB Certified Website
• PROGRAM:
1. 1 Referral = 10,000 Points
2. 10+ Referrals = A Tie-Up with Make My Trip
For a Vacation Abroad

101. Thank You
Effective Marketing Promotions for Mercedes-Benz Certified Pre-Owned Cars 101