C Class Media Plan

Yimei XuZiyi Xue Xiantong Wang

Agenda

1. Introduction of Mercedes Benz C class2. Target market and target audience3. Competitor Analysis4. Media Plan

http://www.youtube.com/watch?v=L3oKCdO3Ego

Target Audience❖ Demographics

➢ The traditional Mercedes-Benz C class target market includes upper-class consumer, aged 40 and up who want a car with luxury-level conveniences and a high-end feel.

➢ Both male and female, college degree or more.

➢ Family household who has annual income over $100,000, including retired people.

Psychographics

Competitors

● BMW 3 Series● Audi A4● Cadillac ATS

Competitor Spending Analysis

● Audi A4 - 48M● BMW 3 Series - 21M● Cadillac ATS - 21M

Total Budget: 36M

BDI/CDI Analysis

OBJECTIVE & STRATEGY

• Add media weight for markets with high brand potentials

Mercedes-Benz C-Class Media Plan

TV Plan

Network TV• Budget: 14.6M• GRPS: 457• Reach: 90• Frequency: 5

Spot TV• Budget: 4.5M• GRPS: 185• Reach: 75• Frequency: 2.46

TV Plan

Cable TV• Budget: 3.4M• GRPS: 241• Reach: 84• Frequency: 2.87

TV Plan

Magazine

Budget: 8.4M

Reach: 85

Frequency: 10

Website

Budget: 1.4M

Reach: 106

Frequency: 20

Radio

Budget: 1.7M

Reach: 75

Frequency: 24

Thank you