3 desired German car Brands

Download 3 desired German car Brands

Post on 11-Aug-2014

13.185 views

Category:

Automotive

1 download

Embed Size (px)

DESCRIPTION

ever wondered what kind of persoanlity type you potray when you drive a car..that too a German Car Brands like BMW ,Mercedes and Audi

TRANSCRIPT

  • Brands Of Desire Dream your Desire, Desire your Dream
    • What is a Brand
    • Some Brands That v Desire are
    • But The MOST Desired ones are
  • No. of people owning luxury car 52% 48% 16% 25% 38% 21%
    • Profile of Brands
  • Mercedes -Benz Mercedes Benz
  • About Mercedes-Benz
    • The legendary brand Mercedes Benz is associated with luxury and excellence
    • Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks .
    • It is currently a division of the parent company, Daimler AG
    • Existence in India Since January 1994,in world since 1881.
  • Story of 3-Star
    • The Mercedes logo was created by Daimler
    • The three point silver star surrounded by a circle represents the three branches of motorization:
      • on land,
      • on water and
      • in the air.
    • It may also be interpreted as a symbol of small, reliable, and powerful engine that Daimler wanted to create.
    • Mercedes is well known for its land vehicles but nevertheless it has produced engines for boats and planes
  • Segments
    • Mercedes Benz-New C Class
    • Mercedes Benz-E Class
    • Mercedes Benz-SLK-Class
    • Mercedes Benz-M-Class
    • Mercedes Benz- CLSClass
    • Mercedes Benz-New S Class
    • Mercedes Benz-SL Class
    • Mercedes Benz- CL Class
    • B ayerische M otoren W erke
    • BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars.
    • BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees.
    • India Operation Since March 2006
    About BMW
  • Symbolizes
    • The famous white and blue symbol of BMW stems from the company's origins as aeroplane engine manufacturers .
    • Through the years this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles.
  • Segments Of BMW
  • About Audi
    • Audi - the German luxury car manufacturer
    • In March 2007, Audi set up its own sales company for India. By establishing Audi India Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai
    • Audis goal is to become the leading automobile luxury brand
    • Audi India car sales volume countrywide has been increased by 201 percent. the last quarter of 2009 was impressive for Audi India as sales grew up by 229 percent
    • The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany.
    • It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG
  • Audi Segments
  • Brand preference in percentage 14% 69% 3%
  • Car Sales and Revenue in India 2009 Brand Unit sales in 09 Sales in Rs Crore BMW 2738 8214 Mercedes 2640 7920 Audi 1449 4347
    • Brand Identity
  • Meaning
    • Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.
    • A brand identity provides direction,
    • purpose and meaning for the brand
    • Mercedes name synonyms with
      • Luxury
      • High quality automobiles
    • Star symbol reinforces precision
    • Premium pricing
    • Cutting edge Technology
    Identity of Mercedes
  • Identity Of BMW
    • Most admired German car brand
    • The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car
    • Finest Designing
    • Product Consistency
  • Identity of Audi
    • Audi is identified as progressive premium brand
    • Brand essence Vorsprung durch Technik means being ahead in time in technology
    • Emotion-packed
    • Lightweight design and highly efficient
    • 4-ring logo with main colour as aluminium silver represents clear and technical innovative power
    • Brand Personality
    • Brand Personality is a set of human characteristics associated with a brand
    • Brand Personality, like human personality, is both distinctive and enduring
    • Refers to the outcome of all the consumers experiences with the brand
    • Personality Type
    • Heritage, Stylish, Sophisticated
    • Traditional
    • Showy, conservative values, maintaining status quo
    • Car says about the owner
    • Look at me! Ive made it: money and assets, its mine, mine, mine!
    • How it makes owner feel
    • Successful in the eyes of others
    Mercedes Benz Drivers Desire
    • OWNER TYPE
    • Powerful, Masculine,
    • Aggressive, dominant, driven, determined
    • CAR SAYS
    • Im on my way to the top and I achieve in all aspects of my lifeno compromises
    • CAR MAKES ME FEEL
    • Powerful, strong and in control
    BMW Empowers Me BMW drivers have more to prove, are less open to change, and more competitive.
    • OWNER TYPE
    • Progressive, Stylish, Urban Cool, Creative
    • Inspirational, design oriented, sporty, motivated
    • CAR SAYS
    • I move with the times, I appreciate design but equally want a drivers car
    • CAR MAKES ME FEEL
    • Innovative, stylish, sporty
    AUDI DRIVER IMAGERY Audi is more likely to be successful through passion, cool and socially Inspirational
  • Do these brands act as status symbol? 24%
  • How far you think the price is matched with brand value 28% 46%
    • Brand Positioning
  • Meaning
    • Positioning is process by which marketers try to create an image or identity in the minds of their target market for its product or brand
    • Positioning is not what you do to a product.
    • Positioning is what you do to the mind of the prospect.
    • Positioning is ,how you differentiate yourself in the mind of your prospect.
  • Mercedes Position Board
    • Prestigious
    • Great reputation and status symbol
    • Cultural and social icon
    • Luxurious
    • Good resale value
    • More than just a car
  • BMW Brand Board
    • A real drivers car
    • Exceptional Performance
    • Powerful cars
    • Makes the right statement
    • about owner
    • Great reputation
    Ultimate Performance but lacks emotion
  • Audi Brand Board
    • Design
    • Innovative Technology
    • Sports appeal
    • Stylish
    • Modern
    Innovative design, contemporary, desired .
  • BRAND SUMMARY INNOVATIVE DESIGN ULTIMATE PERFORMANCE CLASSIC PRESTIGE Sporty and stylish driving experience Technology and Performance Sophisticated driving experience Design is hero Car is hero Badge is hero
    • Maps and Roads of Success
  • AUDI LOOKS STATUS * AUDI A8 *BMW 7 SERIES *MERCEDES S CLASS
  • *AUDI Q7 *BMW X3 *MERCEDES M CLASS ENGINEERING FUEL EFFIENCY
  • *AUDI A6 *BMW 5 SERIES *MERCEDES E CLASS FEATURES SAFETY & COMFORT
  • PRICE RESALE *AUDI A4 *BMW 3 SERIES *MERCEDES C CLASS
  • Audi
    • Its been journey into dream world making this presentation for
    • Jayshree Magdum -10
    • Atique Shaikh-16
    • Masumi Shinde -17
    • Karan Newatia-21
    • Remya Ravindran-25

Recommended

View more >