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

CONTENTS

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

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

Keypersons

Mr.Santosh Iyer(head of marketing)

Mr.Eberhard .H KeinCEO ,MD ,INDIA

Mr.Boris Fitz (head of sales india)

Mr.Dieter Zetsche(head of mercedes)

HISTORY Founders: Karl benz & Gottlieb daimler

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.

SEGMENTATION

TARGETING

POSITIONING

• 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

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.

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’.

MARKETING MIX(4P’s)

Product

Price

Place

Promotion

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

• 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

• 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

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

• 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.

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

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

THREATS• Government policies for automobile sector across the

world• Competition from other luxury automobiles brand• Increase in labor cost• Increase in fuel prices

Major competitors

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.

Upcoming cars

• S600 maybach

• Mercedes GLE

Price:-1.17 crore

Price :-57 lakh to 80 lakh

• SLS AMG-GT

Price :-2.5 crore