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Mercedes benz marketing (stp)
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Transcript of Mercedes benz marketing (stp)
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