Mercedes Brand Study- Goa- Critique
•Download as PPTX, PDF•
0 likes•692 views
Post studying the brand imaging implementation in Goa by Mercedes, here are my views on the brand & possibly why it is suffering to the likes of Audi & BMW in Goa.
More Related Content
Viewers also liked
Viewers also liked (18)
Similar to Mercedes Brand Study- Goa- Critique
Similar to Mercedes Brand Study- Goa- Critique (20)
Recently uploaded
Recently uploaded (19)
Mercedes Brand Study- Goa- Critique
- 1. Critique-Goa Brand Imaging By Floyd Tavares
- 2. BULLSEYE ELEMENTS MAINLY GENERATED BASED ON MERCEDES WEBSITE INTERESTING OBSERVATION: THEIR TAGLINE “THE BEST OR NOTHING” IS NOT DISPLAYED ANYWHERE ON THE WEBSITE
- 3. ADRENALINE ACCOMPLISHED PASSIONATE EXPERIENCE SEEKER AMG MODEL SAFETY POWERFUL ALLOY WHEELS RACER GLAMOUROUS UNMISTAKABLY RECOGNISABLE ENTHRALED HIGH AUTOMATION 11 PRODUCT CATEGORIES INNOVATION VINTAGE TREND SETTING/ ENDURING STYLE/ CUTTING EDGE PREMIUM PRICING PRESTIGE DYNAMIC “THE BEST OR NOTHING” SUPERIOR TECHNOLOGY FEEL LIKE A GREEN EFFICIENCY STAR STAR LOGO ARROW SILVER & EMPOWERED MIDNIGHT BLUE BELONGING (COLOURS) TO THE HIGH SOCEITY SUCCESSFUL Formula 1 CAR ELEGANT FASCINATION TOWARDS SPORTS/ ART/ ENTERTAINMENT “TRANSFORM THE LIVES LIFE ROAD” SPORTS IN THE FAST LANE SCRATCHLEADER RESISTANT, NANOTEC RICH HNOLOGY-BASED LUXURIOS PAINT LIFESTYLE HIGHLY RESPECTED AMBITIOUS ELITE
- 4. MERCEDES-BENZ GOA The key highlights of our visit to the Mercedes showroom in Goa are • The “3 point star” is the focal point of its communication • Optimum BUT NOT innovative use of space to display its range of cars • The inventive use of focal depth & unfocussed images did not provide the right impact as • The showroom is too small • Almost all cars displayed were „white‟ in colour • Showroom did not represent cutting edge design compared to other Mercedes showrooms around the world • The exterior of the showroom is very injurious to the brand image • The colour contrasts of the wall signage's were not in sync to the design
- 5. JUSTIFICATION The good, bad & the ugly
- 6. RIGHT: STAR STICKER ON THE GLASS THE GOOD BELOW: 3D STAR AT THE RECEPTION As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication. MERCEDES GOA HAS RIGHTLY ADHERED TO THIS RULE BULLS EYE MAPPING= SUBSTATIATION= STAR LOGO
- 7. THE GOOD SIGNAGE DISPLAYING SUPERSIZED STAR ON ITS CAR ‘STAR’ ABOVE ALL (INSTORE SIGNAGE) As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication. MERCEDES GOA HAS RIGHTLY ADHERED TO THIS RULE
- 8. Although Mercedes Benz employs the “3 point star” as the focal point of its communication, It DOES NOT HAVE THE “3 POINT STAR” IN ITS ENTRANCE SIGNAGE ACROSS ALL ITS SHOWROOMS, WHICH IS THE MOST VIEWED SIGNAGE BY PEOPLE As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication. MERCEDES GOA HAS RIGHTLY ADHERED TO THIS RULE THE BAD
- 9. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE (exterior) The Bad
- 10. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE CUTTING EDGE DESIGNS OF SHOWROOMS AROUND THE WORLD
- 11. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE NOW GOA: NO CUTTING EDGE ELEMENT
- 12. CRITIQUE • Located near Hyundai Showroom and hence brand dilution due to adjacency factor • The shape of the showroom is nowhere near cutting edge or trend setting • The Showroom exterior does not signify style nor elegance • The surrounding „orange‟ palete makes for a dicey contrast TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
- 13. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE (interiors) The ugly
- 14. SHOWROOM DESIGN BENCHMARKING (CUTTING EDGE DESIGN) Key factors that influence such a design: Window lighting, large space and carpet area
- 15. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE INTERIOR DESIGN GOA 1
- 16. INTERIOR DESIGN GOA 2 TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
- 17. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE INTERIOR DESIGN GOA: CRITIQUE • Signages don‟t contrast each other (transient blue & Grey) • Signage‟s don‟t complement each other • No synergy amongst signage‟s • 5 different wallpapers, each signifying something different. • For Eg. One showcases its history, the adjacent signage showcase
- 18. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE INTERIOR DESIGN GOA: CRITIQUE (messy cables) • Messy cables impacts the brand image of Mercedes as it does not render the showroom visually aesthetic • The fixtures around the Racing POP is‟nt consistent • A certificate is placed at a visually impossible location i.e. below the TV and has probably been incorporated due to policy reasons and does not serve any purpose besides creating clutter
- 19. INTERIOR DESIGN GOA: CRITIQUE (almost empty showcase) • The almost empty merchandise showcase signifies that • Either the company doesn‟t have a good range of merchandise • OR that customers do not prefer to take home Mercedes merchandise as they the brand is not an act of self expression and hence the stock less merchandise TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
- 20. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE INTERIOR DESIGN GOA: CRITIQUE (No story told) • The brand showroom confuses the customer as there is no fixed brand story • Although their philosophy is to provide the best, their signage‟s do not convey the same and nor do their offerings
- 21. TREND SETTING/ ENDURING STYLE/ CUTTING EDGE INTERIOR DESIGN GOA: CRITIQUE (flooring & lighting) • Flooring: • A wooden finish flooring does not sync with the signature colours of Arrow Silver & Midnight blue • Lighting: • The inventive use of focal depth & unfocussed images did not provide the right impact as • The showroom is too small • Almost all cars displayed were „white‟ in colour
- 23. CLUTTERED EXTERIOR (not a prestige element) PRESTIGE
- 25. THE AMG, SLK MODELS WHICH SIGNIFIES INNOVATION IS NOT DISPLAY (not a prestige element) PRESTIGE
- 26. SUMMARY WE WOULD LIKE TO SUMMARIZE THAT THE SHOWROOM LOCATED IN PORVORIM DOES NOT BRING OUT THE NECESSARY BRAND IMAGE OF THE MERCEDES BRAND: • CUTTING EDGE INNOVATION IS NOT EPITOMIZED • THIS COULD POSSIBLY BE THE REASONS FOR MERCEDES BEING NUMBER 3 IN THE LUXURY CAR MARKET • THE INTERIORS ARE NOT UPTO WORLD STANDARDS AND NEEDS REVAMPING • THE PRODUCT RANGE AND COLOUR NEEDS CHANGE AS WELL AS WHITE IS NOT VERY APPEALING TO THE EYES