Mercedes-Benz will unveil its first affordable hybrid luxury sedan, the 2014 CLH Hybrid, and launch an accompanying campaign called MBGreen to increase awareness of its environmental efforts and partnerships with eco-friendly businesses while targeting younger consumers interested in both luxury and sustainability. The document outlines Mercedes-Benz's objectives for the CLH and MBGreen, including selling the CLH, raising awareness of its green initiatives, and growing partnerships with environmental companies, as well as strategies like advertising, partnerships, and surveys to evaluate the campaign's success.

1. 2014
Mercedes-Benz
CLH class
Wesley Adams
Shayna Centanni
Olivia Werner
Courtney Clayton

2. Situation Analysis
Mercedes-Benz has been in the auto industry since 1871. Hybrid technology
has been present in the U.S. Market since 1997.
Next year, the two will finally meet with the unveiling of the 2014 CLH Hybrid
Sedan.
Through the announcement of the new Hybrid class, Mercedes-Benz USA’s
increased involvement in the environmentally friendly market will be brought to
the public eye. MBGreen® partnerships are planned for implementation in
early 2014, including providing incentives and discounts for approved eco-
friendly businesses. The forward motion of Mercedes-Benz is aimed at the
younger consumer, providing a quality luxury automobile, while keeping the
environment in mind.
By the end of 2014, we at Mercedes-Benz USA are confident that consumers
will associate our brand with the eco-friendly mindsets of the future.
Mercedes-Benz Small Blue Planet

3. Target Audience
 Average age: late 20s - early 30s
 Median age for MB owners: 33
 Target market: Recent College graduates

5. Mercedes-Benz has always been on the forefront on innovation and design. That is the
power of German engineering.
One Mercedes Drive; P.O. Box 350 Montvale, New Jersey 07645
FOR IMMEDIATE RELEASE
CONTACT: Benjamin Franklin, Director of Marketing
bfranklin@mbusa.com or (609) 585-4313
MERCEDES-BENZ RELEASES FIRST AFFORDABLE HYBRID LUXURY SEDAN
Montvale, NJ (June 18, 2013)- Mercedes-Benz has been in the auto industry since
1871. Hybrid technology has been present in the U.S. Market since 1997. We believe
that respecting our planet means far more than meeting a miles-per-gallon figure.
Next year, the two will finally meet with the unveiling of the 2014 CLH Hybrid Sedan.
Through the announcement of the new Hybrid class, Mercedes-Benz USA’s increased
involvement in the environmentally friendly market will be brought to the public eye.
MBGreen® partnerships are planned for implementation in early 2014, including
providing incentives and discounts for approved eco-friendly businesses. The forward
motion of Mercedes-Benz is aimed at the younger consumer, providing a quality luxury
automobile, while keeping the environment in mind.
By the end of 2014, we at Mercedes-Benz USA are confident that consumers will
associate our brand with the eco-friendly mindsets of the future.
Through the MBGreen® campaign and launch of the CLH Mercedes-Benz will
implement the three main goals: meet sales expectations laid out in CLH marketing
plan, raise awareness of Mercedes-Benz involvement in eco-friendly markets, and
increase partnerships between recedes-Benz and environmentally friendly companies
and Non-Profit Organizations. Through these objectives the company will engage in
multiple strategies and tactics across the United States. Among these tactics are target
the top eco-friendly cities in the US, Online content management, creative advertising
through digital and simulation techniques, increase partnership with Fresh Market, and
many others.
The new campaign for the CLH vehicle and MBGreen® can be seen by consumers and
the general public by September 2013.
For more information please visit mbusa.com/CLH or MBGreen.com
###

6. Objective 1
 Sell the car
 Strategy: Online content management
 Strategy: Creative Advertising
CLA SuperBowl
 Strategy: Create and Execute MBGreen®
program
 Strategy: target the top eco-friendly cities in
the US. (Seattle, Chicago, San Francisco)

7. Objective 2
 Raise awareness of Mercedes-Benz and
environmentally friendly companies
 Strategy: Digital and interactive advertising
 Strategy: social media
 Strategy: Go to the streets
 Green Car video

8. Objective 3
 Increase partnership between Mercedes-
Benz and environmentally friendly
companies by 20%
 Strategy: Increase partnership with Fresh
Market.
 Strategy: Give environmentally friendly
companies discounts on CLH fleet cars
through MBGreen.
 Strategy: Mercedes-Benz and
environmental defense fund.

9. Feedback
 Conduct surveys before and after the
campaign is implemented
 Use analytics to research the profits and
overall perception of Mercedes-Benz

10. Feedback
 Conduct surveys before and after the
campaign is implemented
 Use analytics to research the profits and
overall perception of Mercedes-Benz