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Mercedes Benz market


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presentation on mercedes brand of DAIMLER AG

Published in: Automotive, Business

Mercedes Benz market

  1. 1. PRESENTED BY : Unique presenter
  2. 2. Mercedes-Benz is a multinational brand of the German manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz is headquartered in Stuttgart, Germany. The name first appeared in 1926 under Daimler-Benz which is widely regarded as the first automobile. Mercedes-Benz is part of the "German Big 3" luxury automakers, along with Audi and BMW, which are the three best selling luxury automakers in the world Mercedes-Benz carries a full range of passenger, light commercial and heavy commercial equipment. Vehicles are manufactured in multiple countries worldwide. S class is basically a luxury sedan manufactured mainly for middle aged both male and female and also for families as it is a automatic , SUV , luxury, spacious and comfortable car .
  3. 3. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs, and then designing and implementing strategies to target them using media channels and other touchpoints that are best to reach them. Market segments allow companies to create product differentiation strategies to target them. It refers to Dividing a market into smaller groups with distinct needs, characteristics and behavior as well. There are 4 basis of segmentation:
  4. 4. GEOGRAPHIC: It refers to: Dividing a market into different geographical units such as nations, regions or cities: for example: When referring to the geographic segmentation of the S class, it is mainly targeted toward somewhat wealthy countries. The S class is sold worldwide but its biggest market is in the United States. CHINA The first Mercedes-Benz ever sold in China was an S-Class and especially for Chinese customers, the S-Class has remained the model of modern automotive luxury. "The all-new S-Class set a new benchmark for the auto industry and contribute strongly to Mercedes-Benz's future in this country."
  5. 5. •INDIA Mercedes-Benz India is all set to launch the new 2014 S-Class in India, however dealers have already started taking pre-orders of the luxury car. Longer, wider and more roomier than its predecessor, the S-Class aims at reclaiming the throne of „world‟s best car‟ •KARACHI Mercedes Benz S class is also available in : •Lahore •Islamabad •Rawalpindi •Quetta •Kallat •Hyderabad
  6. 6. DEMOGRAPHIC SEGMENTATION It refers to: Age, gender, income, occupation, ethnicity, social class, family status, and education. •Mercedes Benz S class demographic includes adults, both male and female, mostly middle-aged people. They are not very popular with youngsters since the brand is very expensive. The S class targets people of middle to high incomes. •Youth are included in this group. People between 22-25 purchased Mercedes Benz. Mercedes Benz does not produce low price vehicles. Mercedes products also target both males and females as they design cars to fit both male and female specifications.
  7. 7. PHYSIOGRAPHIC SEGMENTATION Since the car is a Mercedes-Benz cars are quite high. Mercedes-Benz Car Group's target customers are mostly rich. For the psychographic segmentation the S class is commonly purchased among people who have a family, since it‟s a SUV. Some of the reasons its customers prefer the S class is for its safety, and by being a luxury car it gives you a certain status among society. BEHAVIORAL SEGMENTATION Behavioral segmentation is the most powerful approach because it uses actual consumer behavior or product usage to make distinctions among market segments. When referring to the S class behavioral segmentation, it is purchased among heavy users, it‟s a car you can use on a day-to-day basis, whether going to work or to the grocery store. Most of the people that purchase the S class do it for different reasons; quality, beauty, speed, etc
  8. 8.  The target market for the Mercedes Benz is middle aged people of middle to high incomes. (25-44 year old age )  Mercedes-Benz Car target customers are mostly rich.  Mercedes Benz does not produce low prices vehicles because Mercedes Benz targets rich people.  The brand is not popular with young people because it is expensive.  Mercedes products also target both males and females as they design cars to fit both male and female specifications.
  9. 9.  Mercedes Benz has adopted a positioning strategy as a manufacturer of highly reliable and safe automobiles, resulting in a price premium relative to similar international competitors.  outstanding service solutions related to those products. BRAND POSITIONING:  It targets young buyers who love to drive. The car emphasizes design and style rather than speed .Positioned as a well-engineered stylish car, its tagline is 'Vorsprung durch Technik' in German, meaning 'Lead by Technology'.
  10. 10. The new product of Mercedes Benz S class is Sedan (S550) for the upcoming year. This sedan is good enough to make buyers attracted towards the new Sedan. The S550 starts at $93,825 including delivery, given all the improvements over the previous versions. Once you start adding other luxurious options, the price rises to over $130,000. Product Line Pricing Pricing in the US—where all models will be 4Matic—starts at $140,425. Extras can add up to the car price of around $160,000 because they are more luxurious and comfortable, better looking and fully equipped with latest technological innovations that attracts the buyers- especially the AMG versions which represent a huge progress for the product line. Price Adaptation Strategy Mercedes Benz S class is providing functional discounts to its dealers about $2,500 for pleasing and attracting customers towards their models.
  11. 11. Mercedes Benz S class organized a Fashion Festival in Brisbane . The goal of the Mercedes-Benz Fashion Festival is to promote fashion and style, to increase awareness for our local industry and ultimately to increase sales. Mercedes-Benz has also tried to enhance the reputation of luxury and durability of its cars by including the “Mercedes-AMG” that produces high-performance engines for luxury cars. Mercedes-Benz wanted to reach their target audience throughout their Facebook advertising .As the “Class S” model was targeting younger drivers, Mercedes-Benz so it choose Facebook as the ideal platform. Mercedes-Benz has been using star-power to send a different kind of message: Stars are bright, but most importantly, they are Mercedes-Benz clients.
  12. 12. Mercedes also conquer the online internet market with the launch of the exciting multimedia Mercedes-Benz S -Class configuration, interactive online films, and video podcast.
  13. 13. Advertisement: The advertisement for the Mercedes-Benz S-Class series automobile uses several effective devices. Initially, the lack of color gives the impression of a classical and somewhat elegant item. Mercedes do not need to expose customers to frequent advertisements. Theme they use is very creative and it gives the viewer the perception that the name of Mercedes-Benz speak for itself. Sales Promotion: It is said by the Mercedes Company that on purchase of every Benz S class, the Company will donate $100 / vehicle to help provide fragile children with medical facilities which has a significant effect on the sales of Mercedes Benz S class. Direct Marketing: : Mercedes‟ Facebook page is a main hub of interaction between the brand and its customers. Customers and brand fans post on the walls, take part in discussions and share images and videos on the automaker‟s page.