This is a presentation on mercedes-benz.It has the histrory of mercedes , why it became popular and who are the target audience of mercedes in india and their upcoming models in india.

1. PRESENTED TO: PRESENTED BY:
PROF:MUNISH KUMAR VIKRAMJEET SINGH
MBA(SRM)

2. CONTENTS
 Introduction
 History
 Vision & Mission
 Segmentation,Targetting,positioning (STP)
 Marketing mix (4p’s)
 SWOT analysis
 Major competitors
 Corporate social responsibility

3. INTRODUCTION
 Mercedes Benz is a german automobile manufacturer
 Mercedez brand is used for luxury automobiles,buses and
trucks
 Headquarter : Stuttgard,Germany
 Mercedes Benz india pvt ltd was founded in 1994, with
its headquarters in pune, maharashtra

4. Keypersons
Mr.Santosh Iyer
(head of marketing)
Mr.Eberhard .H Kein
CEO ,MD ,INDIA
Mr.Boris Fitz
(head of sales india)
Mr.Dieter Zetsche
(head of mercedes)

5. HISTORY
 Founders: Karl benz & Gottlieb daimler

7.  Founded in the year 1926
 Mercedes car was very popular during Nazi period in germany.
 Adolf Hitler was known to driven these cars with Bulletproof
windshields.
 One of the surviving model of that time is currently on display
at war museum,ottowa, ontario,Canada.

10. SEGMENTATION
TARGETING
POSITIONING

11. • SEGMENTATION: luxury automobile segment
including sedans,suv’s & hatchbacks
 Geographical segmentation- Mainly metropolitan
cities
 Demographical segmentation
• Middle aged, people with high income level
• Youth are also included
 Psycho graphical segmentation
• Showing High class and status of people

12. TARGET MARKET
 Mercedes-Benz car targets mainly rich people.
 Mainly middle aged people with high incomes.
 Mercedes targets females as well as youth.
 From past few years, they have targetted wealthy
farmers as well.

13. POSITIONING
• The slogan, “ The Best or nothing”
• 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 solution related to the products.
• The car emphasizes design and style rather than
speed.Position as a well-engineered stylish car, its
tagline is ‘Vorsprung duch Technik’ in german
meaning ‘Lead by Technology’.

14. MARKETING MIX
(4P’s)
 Product
 Price
 Place
 Promotion

15.  Product:
Mercedes-Benz has always been associated with the world class brand for
cars and has remained as one of the leading brands in the indian market,
that too far for more than 50 years.
• Some of the models which company assembles in india are:Mercedes-
Benz C-Class
• Mercedes-Benz CLA-Class
• Mercedes-Benz E-Class (Sedan only)
• Mercedes-Benz GL-Class
• Mercedes-Benz GLA-Class
• Mercedes-Benz ML-Class
• Mercedes-Benz S-Class

16. • Imported cars
• Mercedes-Benz A-Class
• Mercedes-Benz B-Class
• Mercedes-Benz CLS-Class[16]
• Mercedes-Benz S500 Coupe
• Mercedes-Benz SLK-Class
• Mercedes-Benz C 63 AMG
• Mercedes-Benz E 63 AMG
• Mercedes-Benz G 63 AMG
• Mercedes-Benz GL 63 AMG
• Mercedes-Benz ML 63 AMG
• Mercedes-Benz CLA 45 AMG
• Mercedes-Benz GLA 45 AMG

18. • Price
 Mercedes A class – 27.45 to 28.45 lakh
 Mercedes B class – 29.45 to 30.45 lakh
 Mercedes C class - 38.25 to 43.25 lakh
 Mercedes E class - 47.75 to 1.30 cr
 Mercedes CLA - 68.50 lakh
 Mercedes S class - 1.1 to 8.9 crore

19. Promotion
Mercedes marketing strategy focuses more on presenting a more energetic and approachable
side of mercedes-benz.
Promotion strategy employed by mercedes benz is to slice price down and make it affordable
to consumers. Mercedes-Benz promote their product through:
• Online advertising
• Television advertisement
• Print media

20. • Place
There are 48 mercedes-benz dealership spread across 19
states and union territories in india.
Given below is the statewise list of mercedes-benz in
india,
 12 Mercedes-Benz dealers in maharashtra.( Highest )
 5 Mercedes-Benz dealers in gujarat.
 3 Mercedes-Benz dealers in kerala,punjab,Tamil nadu.
 2 Mercedes-Benz dealers in chandigarh,Delhi,Haryana
and karnataka.
 1 Mercedes-Benz dealers in Chattisgarh,rajasthan,goa
and hyderabad.

21. SWOT ANALYSIS
Strength
• Outstanding reputation
• Loyal customer base
• Leader in innovation
• Manufactured and assembled in over 20 countries across
the world
• Highly qualified and experienced management

22. WEAKNESS
• High maintenance cost
• Expensive spare parts
• Price of cars are high,thus,have a limited group
Opportunity
• Developing hybrid cars
• Fast growing luxury automobile sector
• Increased percentage of new successful entrepreneurs

23. THREATS
• Government policies for automobile sector across the
world
• Competition from other luxury automobiles brand
• Increase in labor cost
• Increase in fuel prices

24. Major competitors

25. Corporate social responsibility
 Contributing towards prime minister’s National relief fund or any
other fund set up by central or state govt for development of
Scheduled castes, scheduled tribes, women and other minorities.
 ‘Road safety education’ in collaboration with NDTV india.
 Providing monetary aid to organisations and institutions working for
‘special category people’ like physical and mentally challenged
people.
 Conserving resources while increasing efficiency.

26. Upcoming cars
• S600 maybach
• Mercedes GLE
Price:-1.17 crore
Price :-57 lakh to 80 lakh

27. • SLS AMG-GT
Price :-2.5 crore