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Similar to Brand Creation and Management Plan - Flying house car - 0818
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Brand Creation and Management Plan - Flying house car - 0818
- 2. Outline Mercedes Flying House Car Brand Design Brand Development Positioning Strategic Market Planning and Management Product Quality Distribution Strategy Price Strategy Marketing Communications Porfolio Brand Tracking
- 3. Brand Design Logo Slogan “Das Beste oder nichts” (“The best or nothing”) Brand Image One of the best-selling luxury automakers in the world
- 4. Brand Design 360-degree Marketing Strategy 360 STRATEGY Social Media Mobile Application Video PrintBillboards Direct mail Events
- 5. Flying Car Concept The merging of cars and planes into roadable aircraft or flying cars
- 6. Ecocapsule Concept Ecocapsule is a portable house offering an unmatched dwelling experience
- 7. Flying House Car Concept Flying car + Ecocapsule = Flying House Car
- 8. Brand Development Business Objectives Combine driving, flying and living in a new and practical way Bring a new level of safety, convenience, and freedom to customers Lead the creation of a new industry and bring personal aviation into the mainstream Business Strategy Competitive Advantage Differentiation Strategy Focus Strategy Target Audience Travellers, businessmen and adventurous Age: 30+ High income
- 9. Launch Refinement Draft & Testing Company Analysis Customer Analysis Competitor Analysis Market Analysis Positioning Process Brand Positioning
- 10. Brand Positioning STRENGTH • Strong brand value and global leader in premium cars • Lack of capital constraints • Leader in innovation • More than $12bn allocated for R&D • Manufactured and assembled in over 20 countries across the world • Mercedes holds patents on the majority of safety features WEAKNESS • High maintenance cost OPPORTUNITY • Developing Flying House cars for the future • Tapping emerging markets across the world and building a global brand • Fast growing luxury automobile market & increased income THREAT • Government policies for the automobile sector across the world. • Ever increasing fuel prices • Intense competition from global automobile brands SWOT
- 13. Product Quality Safety Automatically avoiding other air traffic, bad weather, and restricted and tower-controlled airspace. Have backup full-vehicle parachute system which can be activated by the operator in an emergency Can be landed in non-approved landing zones in emergency Automatically implement an emergency auto-land at the nearest airport. Simplicity Learning how to safely drive a flying vehicle just take an average driver no more than five hours. Significant freedom in flight – controlled in a manner similar to steering a regular car. Driving in either "manual" or "automatic" modes
- 14. Product Quality Convenience Carry 2- 4 people in car-like comfort. Offer a place like a small hotel include shower & kitchen. Have a non-stop flight range of at least 500 miles. Fit into a standard construction single car garage. Takeoff vertically from a level clearing of at least 100ft in diameter. Drive on roads and highways with high speeds
- 16. Price Strategy Starting from $600,000 Courtesy - Robbreport.com Courtesy - Robbreport.com Courtesy - Wired.com
- 17. Marketing Communications Target audiences Potential clients Potential employees Referral sources or other influencers Potential partnering opportunities Message “Fly With Your Home” “The Spirit of Freedom” “Living, Driving to Flying” “Your Future Dream”
- 18. Marketing Communications Name, logo, tagline Name: UP Logo: Tagline: Beyond than Beyond Content Marketing strategy Use valuable educational content to attract, nurture and qualify prospects Increases both visibility and reputation at the same time Create Brand Story and Channel Plan Website Home of valuable content. Content is the focus of search engine optimization (SEO) efforts. Online content is central. Marketing Toolkit One-page “sales sheets E-brochure Videos
- 20. Brand Tracking Instagram shares/tags Facebook likes and shares Tweeter tweets and retweets LinkedIn discussions YouTube videos Trade shows and technical meetings
Editor's Notes
- Harry Potter and Up movies Have you ever daydreamed about your car taking off and flying over the road? Many of us spend an hour or so stuck in traffic every week. The growing population is partly to blame for our congested roads, but the main problem is that we are not expanding our transportation systems fast enough to meet ever increasing demands. One solution is to create a new type of transportation that doesn't rely on roads, which could one day make traffic jams a 20th century relic. To do this, we must look to the sky.
- The logo’s shape The star representing the Mercedes logo has a deep philosophic meaning, as it the company’s influence in the air, land and sea. This three-pointed star emblem, enclosed in a circle, best describes the quality of Mercedes-Benz products. Colour of the symbol The gray metallic colour of the Mercedes logo is the direct representation of the exquisite class of its products. It all began with a simple logo, coloured in a blue shade; to eventually become the proud grey of the biggest and most respected automobile company in the world.
- Mercedes-Benz 360-degree marketing strategy The brand is especially known for its strong social media, mobile applications and behind-the-scenes video footage. Social savvy Mercedes’ Facebook page is a main hub of interaction between the brand and its customers. Amassing a following of 2,327,135, the brand offers sweepstakes, videos, images, news and links to its blog. Mercedes is also in the middle of sponsoring the Mercedes Tweet to the Big Game, which involves four teams of celebrities whose only way to advance to the Super Bowl is the amount of Twitter activity they get from their followers Video virtue In another notable initiative, Mercedes’ use of video to connect to and inform its consumers is spot-on. The brand’s YouTube feed is updated with not only campaign videos, but behind-the-scenes footage from commercial shoots and other events. Other marketing madness The brand has featured its latest campaigns in a variety of print magazines, including Monocle, which caters to extremely affluent, well-educated and tech-savvy individuals Mercedes also uses billboards and direct mail as a way to reach its customers. Multiple mobile applications with push notifications are a huge way that the brand engages, informs and entertains affluent consumers. With the 125th brand anniversary, Mercedes is holding quite a few events and participates in auto shows year-round. The brand hits nearly every media outlet, which is why it is so recognized internationally. Its multichannel is what accounts for its recent sales boom.
- In the last century, airplanes and mass-produced cars have changed the way we live. Cars, which became affordable for the general population, have allowed us to move farther away from cities, and planes have cut travel time to faraway destinations considerably. At the beginning of a new century, we may see the realization of a century-old dream -- the merging of cars and planes into roadable aircraft, or flying cars.
- It is the ideal way for travellers to ensure they wake up with the perfect view - a portable eco-capsule that can be set up anywhere in the world. The innovative, egg-shaped pods ensure travellers can camp in the most extreme corners of the world, with all the luxuries of a hotel room. Powered solely by solar and wind energy, the tiny home has lets you live off the grid wherever your wanderlust takes you, and even has its own shower and toilet, sleeping area for two, and kitchenette. The capsules could even be quickly imported for housing for emergency teams who have been quickly deployed to help with natural disasters that have destroyed nearby infrastructure. The 86 sq ft pods are able to sleep two people for up for a year and for those worried about a chilly night's sleep, the capsule has a thick layer of efficient thermal insulation and energy recuperation which significantly reduce thermal losses Price have not been released for the 86 sq ft pods, but shipping costs from Slovakia are between £700- £1414 (1000-2000€). A display unit will be show during the Pioneers festival in Vienna on the 28th-29th of May, and at the Slovak national pavilion at Expo 2015.
- https://www.youtube.com/watch?v=WUgsyYotLkQ
- Business Strategy Competitive Advantage Mercedes gained over competitors by offering consumers better value. We increase value by increasing benefits and services to justify the higher price. The strategy is to please customers looking for multiple factors such as quality, style, convenience and price. Starting with proven technology and product roadmap is designed to make personal aviation progressively safer and more accessible to a broader segment of the population Differentiation Strategy Mercedes provide a product with distinctive qualities valued by customers. The company draw customers because it is different from the competitors. Mercedes access to leading scientific research; a highly skilled and creative product development team; a strong sales and marketing team; and a corporate reputation for quality and innovation. Focus Strategy This strategy help to concentrate on a particular customer, product line, geographical area, market niche, etc. The idea is to serve a limited group of customers better than competitors who serve a broader range of customers. A focus strategy works well for small but aggressive businesses. The idea is to make the company stand out within a specific market sector.
- Based on, What we have done so far in Automobile industry, Flying car concept is an innovation which is beyond than beyond. It qualifies us in the category of Flying house car that actually we can do it and undoubtedly.
- Competitors is indirect because Mercedes is the first company produce Flying House Car Terrafigia, AeroMobil, Moller International and PAL-V are just a few of the companies that are planning to produce, sell and deliver flying cars within the next few years.
- What is a Business or product area- Unique, Flying house car Target Audience - 30+, really high end What are Market Trends- Innovation, innovation and innovation. Customer need- Comfort, safety, convenience, luxury Tagline – Beyond than Beyond Net Take Away- Fly it, Park it, Land it, Sleep in it, Eat in it, your home becomes a launch pad. Positioning statement- Flying house car is the only product in the market of its kind which differentiates us from any other competitor. Mercedes is known for its comfort and same is going to be applied on the Flying house car. Substantiation Messages – Being at the Top with an operating Revenue of 250,000 as in 2013, Mercedes Benz is commited to its commitment. Qualifying Message (Where we are now) - So far Mercedes Benz, is claiming itself in the most comfortable luxurious segments of cars.
- Sources : http://www.terrafugia.com/tf-x it offers a place like a small hotel include shower & kitchen with safety and convenient for customers.
- Sources : http://www.terrafugia.com/tf-x it offers a place like a small hotel include shower & kitchen with safety and convenient for customers.
- Distribution strategy This is a new, innovative and expensive vehicle, our target customer will be wealthy customers, Mercedes just start manufacturing when getting order. The order can be received from online customers and Mercedes dealership. The order will be processed and sent to Mercedes Production Department. Flying Car’s parts will be shipped to Factory from Mercedes Auto Part Warehouse. The Mercedes Factory will assemble parts to be finished flying car. The finished flying car will be tested to ensure safety and meet all the technical qualifications. After that, the finished products will be delivered to Mercedes Dealership. Finally, customers will pick up their flying car. (Mercedes could build a special showroom and Centre or organize International Festival so that customers can have a test drive and they also can customize their own flying house car. We should make the public believe our product is top-of-the-line models and desire them more)
- The pricing strategy is considering the Terrafugia Transition’ s price point at $276K, the luxury brand of Mercedes Benz and the risk due to certification from the Federal Aviation Authority and the Department of transportation and technology (noise control, automation for separation, others) Also, Luxury Coaches range from $110K to $2M. Opportunities that Mercedes already work with Airbus in the past, have experience working with the Department of transportation, have significant R&D budget can be leveraged and the advent of 3D printed aviation certifiable components and mainstream automation.
- Message: The messages to each audience will emphasize the most relevant points. Each audience will also have specific concerns that must be addressed, and each will need different types of evidence to support your messages. Our messaging strategy address all of these needs. Content Marketing strategy
- Website It is the place where all audiences turn to learn what we do, how we do it and who our clients are. Website will be home to our valuable content. That content will become the focus of our search engine optimization (SEO) efforts so that our prospects, potential employees, and referral sources will find us and learn about our firm. Online content is central to any modern brand development strategy. Marketing Toolkit This might include one-page “sales sheets” that describe core services offerings or key markets served. In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the firm. These are rarely printed pieces anymore. Increasingly this marketing toolkit also includes videos. Popular video topics include firm overviews, case studies or “meet the partner” videos. Key services offerings are also very useful. If prepared appropriately, these tools serve not only a business development function but also are important for brand development.)
- Portfolio Management is important to Mercedes Benz because they already have their prints on many other products in the transportation business. They already have a reputable luxury brand. It’s time to leverage future technologies to extend their brand future in the transportation space.
- It is important to keep the customers and potential customers in the loop of the design and allow them to be part of the process.