international marketing of mercedes-benz

5/12/2018 International Marketing of Mercedes-Benz - slidepdf.com

http://slidepdf.com/reader/full/international-marketing-of-mercedes-benz 1/11

Mercedes-Benz Marketing

Mercedes Benz marketing was once centered on the safety, luxury, and precision engineering of

its cars, but due to increase competition in the luxury car industry and changing consumer attitudes about the Mercedes Benz brand that strategy has changed. Now their marketing strategy

is more life style oriented and is focused more on presenting the more fun loving, approachable,and energetic side of Mercedes Benz. The evolution of Mercedes Benz¶s marketing strategy can

be directly connected to the expansion of its target market, which now includes persons twentyfive to thirty five years old as well as its initial targets the baby boomers. In order to provide

superior customer value to its target market Mercedes Benz has found it necessary to expand its product line up, provide more competitive prices, increase communications with its target

market, maintain accessibility to consumers, and continue its excellent customer service.

The Mercedes-Benz Presence In India

Mercedes-Benz has been associated with India for more than 50 years. Presently, Mercedes-BenzIndia¶s engagement in India covers several domains:

y Local production of Mercedes-Benz carsy Making available imported Mercedes-Benz cars

y Commercial Vehicle operations,y Global sourcing of auto components

y Captive automotive technology research and development

Mercedes-Benz India



Mercedes-Benz India has been delighting customers with strong brands and a wide range of products

equipped with the latest in automotive technology. The company has been the pioneer of the luxury car

segment in India with its inception way back in 1995. It is the only luxury car maker in India to have such

a wide range of cars. The different ranges available today are the C-Class, CL-Class, CLS-Class, E-Class

Saloon, E-Class Coupe, E-Class Cabriolet, GL-Class, M-Class, R-Class, S-Class, SL-Class, SLK-Class, and the

Maybach. We have also already introduced our high performance AMG cars in India off late like the G 55

AMG and the SLS AMG.

The depth of choices within these ranges is also extensive with different petrol and diesel engines. The

time difference between the global and Indian launch of its latest models is constantly optimized. We

strive to make them available in the shortest time possible.

Auto Expo 2012 - Mercedes launch two new models

Mercedes Benz India Limited launched two new cars at the Auto Expo 2012 in Delhi. TheMercedes SLS AMG roadster and the 2012 M-class are the additions to the three star's Indian



bouquet. Apart from that, Mercedes showcased the A-Class concept and Fuel Cell technology.Apart from that, there is a display of more than 18 cars ranging from the S-600 Pullman to DTM

racing cars. They also launched their new business initiative mb.Inspired.

Peter Honegg, managing director & CEO, Mercedes-Benz India said, As India readies itself for

globalization, the young India seeks recognition for their talent & uncompromising attitudewhich have made many stand up & get recognition in their respective fields. mb.Inspired is oncesuch platform which shall recognize these individuals & collaborate with them to spread

inspiration. This helps us in communicating our brand values of Best or Nothing seamlessly tothe Indian consumers

After captivating hearts across the world the SLS AMG Roadster with its Performance and

scintillating design is all set to scorch the Indian road with pulsating speed.

The open top SLS AMG Roadster exudes graceful dynamism and magnetic allure. The purist,

athletic design immediately captures the attention.

The Roadster¶s perfect proportions make it particularly impressive. The exterior of thisGerman

beauty conveys aggression and dominance with its governing radiator grille. With a body thatgracefully boasts of its sleek lines and shapely contours the SLS AMG Roadster exhibits it¶s

supremacy over others.



The SLS AMG Roadster gets a 6.3-litre V8 engine making 578PS power and 650NM of torque,which allows the car to go from 0-100 kmph in a claimed 3.8 seconds. The SLS AMG Roadster

has got a top speed of 317kmph.

The 2012 M-Class gets an increase in its overall length while technology wise, it has attention

assist, active parking assist with integrated Parktronic technology, rear view camera, nine air- bags, ESP, ABS and electronic traction system.

Mercedes A Class Concept

The three-door Concept A-class has a profile dominated by two clear lines to enhance the coupe-

like looks, and points towards a more conventional, sporting design compared to the ultra practical A-class of the moment.

On the inside, the design has been heavily influence by aircraft, with what Mercedes is calling a

µmodern flight panel¶ centre console and vents that look like jet engines. The engine is a 208bhp

2.0-litre engine featuring the carmaker¶s Blue Efficiency eco technology, but expect a widevariety of power plants to be available when the new A-class is released. In keeping with the premium focus of the concept, the production car is expected to retail from around the £20k

mark.

2012 Auto Expo: Mercedes launches Mercedes Performance

Driving Academy

Mercedes Benz India Limited has launched the Mercedes-Benz JPSI Performance Driving

Academy at the Buddh International Circuit on the eve of the 2012 Auto Expo in Delhi.



The Driving Academy will have cars like the SLS AMG, C63 AMG and more such adrenaline pumping vehicles. The Academy is open only for two days per quarter and only 64 exclusive

slots per year for customers and enthusiasts have been allotted. There will be eight participantsallowed per day.

The cost of the Academy course is Rs 75,000 each day. This excludes the stay and travelexpenses. There are also specific courses available for clubs and corporates.

The cost of the Academy course is Rs 75,000 each day. This excludes stay and travel expenses.

Registrations for the Driving Academy are open at the Auto Expo 2012 as also at Mercedes

website and dealerships across India. The Mercedes-Benz JPSI Performance Driving Academy

will also offer assistance for participants to enroll for other higher level courses at the Academy

in Germany.



Mercedes-Benz to assemble more cars locally to be competitive

Mercedes-Benz is planning to change the way they¶ve been doing business in India. The Indianluxury car market has been changing by the day and in this ultra-competitive age, Mercedes-

Benz plans to make more cars locally which will allow the car maker to take a more aggressiveapproach when it comes to pricing. The three big players in the Indian luxury segment are awareof the potential of the Indian market and are always looking for new ways to counter the

competition. Mercedes-Benz¶s latest move will help the car maker save on local taxes which inturn will benefit the customers.

Mercedes-Benz also plans to introduce new models in the Rs 20 lakh to Rs 3 Crore segment,

going forward. Also, the ramping up operations will include fresh investment in the company¶s

Chakan plant. The upgrade will allow the car maker to assemble more cars from CK D

(Completely K nocked Down) kits. Even though, the year 2011 wasn¶t exactly a good year for car makers in terms of volumes, the luxury segment hasn¶t shown any signals of a slowdown. In

fact, Mercedes-Benz predicts that the Indian luxury car segment will rise by 35 percent by theend of the current fiscal year.

We have been in constant talks with our headquarters for ramping up our operations here in India, he

said. A significant investment will happen in the CKD (completely knocked down) category. We would

like to do more and more local assembly here. For that, we need to ramp up the capacity, said

Debashish Mitra, director-sales and marketing.

Mercedes Benz to position itself as a price competitive luxury car maker in

India

The second largest luxury car maker in India, Mercedes Benz, is implementing on its strategic

plans to give tough competition to its rivals in the luxury car segment such as Audi and BMW.



The cars in the MB portfolio are set to become more competitive in terms of price in the Indiancar market whose demand is driven mainly by the price factor.

The market for hatchback and compact sport utility vehicles (SUVs) in India has lately witnessed

a reasonably increasing demand. Realizing this fact, Mercedes Benz will be assembling its B-

Class hatchback and M-Class SUV in the later phase of this year at its plant established in Pune.The cars will then become cost effective as cars produced locally bear lower tax rates andincrease in the plant¶s current capacity of 15000 units, will enable the luxury auto giant to reduce

its unit costs.

Debashis Mitra, Director (Sales & Marketing), Mercedes Benz India, said at the 11th DelhiInternational Auto Expo 2012, µ¶We will strengthen our local sourcing to control costs and offer

the luxury of Mercedes cars in the sub- Rs 25 lakh category¶¶. He also announced that thecompany is aiming to sell more than 25000 cars in the country in the coming five years which is

expected to be manufactured in India.

Moreover, the company revealed that its dealer network will be further strengthened and its price positioning will be restructured for its series of forthcoming launches scheduled in the next threeyears. Of these, A-Class and GL-Class SUV will be launched in the Indian car market in the year

2013.

Mercedes-Benz Cars Set Record Worldwide and in U.S. for

2011



The year 2011 set a new record for Mercedes-Benz Cars, with a total of 1,362,908 Mercedes-

Benz, smart and Maybach vehicles sold

2011 was a record year for Mercedes-Benz Cars, selling a total of 1,362,908 Mercedes-Benz,smart and Maybach vehicles. Just over 77,000 units more than in the previous record set in2007 (1,285,900 units). Helping to make 2011 a record year was Mercedes-Benz USA with

264,460 vehicles sold in 2011. This was also a record for MBUSA, representing the highestannual volume on record with a 17.5% increase over the 225,007 vehicles sold during the same

period in 2010.

2011 was also the best sales year in the history of the brand Mercedes-Benz. With 1,260,912

units sold and an increase of 8.0% compared to the prior year the previous sales record of 2007(1,185,200 units) was clearly exceeded. Since the beginning of the year sales of the brand with

the star have been up every month. Particularly successful was the sales development in the

fourth quarter. 341,624 delivered units made it the best-selling quarter in the company¶s history.In December alone, worldwide deliveries rose by 15.1% to 124,387 vehicles despite the verygood result achieved already in December 2010. Thus last month, more vehicles were sold than

ever before in this period.

³We¶re very satisfied with our sales development. In 2011 we sold more vehicles than ever before,´ says Dr. Dieter Zetsche, CEO of Daimler AG and Head of Mercedes-Benz Cars. ³We

also set the course for the future: The newly introduced generation of the C-Class, the C-Classcoupe, the SLK , and the CLS are extremely popular among customers. The same applies to the

new B-Class and new M-Class, which were introduced in Europe only recently. The full-year 2011 was also shaped by our strong development in important growth markets such as the BRIC

countries and positive development in the U.S.´



PROMOTION STRATEGIES

Mercedes-Benz Partners With Buddh International Circuit

Mercedes-Benz India, in a bid to promote what he company calls the spirit of performance Motoringhas planned a three pronged strategy. The strategy also includes partnering with the Buddh

International Circuit for promoting motorsports. Heres a brief detail on the plans Mercedes-Benz has in

store:

Part 1: Official Automobile Partners of Buddh International Circuit: As the Official partners of Buddh

International Circuit the company along with JPSI will play a pivotal role in the debut of Indian Grand

Prix. The partnership with JPSI is aimed at establishing a stronger connect with motorsports enthusiasts

and potential customers. Mercedes-Benz customers shall have exclusive and special access to use the

cars on the race track. The company also plans a lot of activities at the Budd International Circuit.

Part 2: Popularizing Motorsport: Mercedes-Benz will start a nationwide promotional andactivation campaign to popularize Motorsport and give enthusiasts access to witness the action atthe Indian Grand Prix at Buddh International Circuit. Mercedes-Benz plans to create Pit Stops at

all its dealerships which will sell tickets for Indian Grand Prix and also merchandise for enthusiasts and collectors.

The Mercedes-Benz Speed Date is another activity planned around third week of October at

Mumbai with participation of over 100 Mercedes-Benz and AMG cars.

A college activation program, MTV Date with Speed, is fun filled program, with youthengagement, music, cars all woven around the theme of Motorsports. Mercedes-Benz will also

be organizing lifestyle parties across multiple cities at the hippest pubs. A host of other promotional campaigns targeting the young audience will ensure the country gives a rousing

welcome to the grand debut of Indian Grand Prix.

As an Official Automobile Partner, Mercedes-Benz cars will serve as the Official Safety car, Fast

Intervention Vehicles and Race Control Cars in Motorsport event in the country.



Part 3: Performance Driving Academy: Mercedes-Benz along with JPSI will create a PerformanceDriving Academy to create a platform to provide high octane experience to motorsports enthusiasts in

India. The new Academy will offer structured programs, cars, trainers and help groom new talents on the

racing circuit. Mercedes-Benz has a rich history of motorsport. In fact no other automobile manufacturer

in the world shares the same relationship with racing as Mercedes-Benz.

Media Publication Of Mercedes-Benz

Mercedes-Benz joins hands with MaXposure to launch µMercedes¶ magazine

Mercedes-Benz has announced its partnership with MaXposure Media Group to launch theµMercedes¶ magazine for the first time in India. With up to eight existing international editionsalready, µMercedes¶ magazine now hits the Indian market through private circulation. Poised to

serve as a coffee-table book, the magazine seeks to have considerable reach in the dynamic andyoung affluent sections of society. Published quarterly, the magazine will be circulated to the

exclusive clientele of Mercedes-Benz in India and to the ever-growing group of people whoaspire to be a part of the Mercedes-Benz family.

µMercedes¶ will cover topics ranging from high-end products and services to fashion, hobbies,

holidays, and communication and entertainment. The magazine will also cover the globallifestyle of the rich and famous. Besides these, sections on Mercedes-Benz history, heritage,

production and future technology have been incorporated for automobile aficionados.

The international counterpart of this avant-garde magazine is published by Daimler AG.



Introducing the magazine in India, Dr Wilfried Aulbur, MD, Mercedes Benz India, said, ³It

reflects the philosophy of living in luxury the smart way. In the magazine, the readers willdiscover a vibrant cultural tapestry from all over the globe in its pages, covering celebrities,

fashion, high-end living, exotic travel destinations, fine dining, art and the latest happenings

from Mercedes-Benz, and 30 per cent of the magazine will be dedicated to local content.´

On the strategic association, Prakash Johari, CEO, MaXposure Media Group, said, ³We are

excited about publishing µMercedes¶ magazine in India. We hope to strike a chord with allMercedes-Benz customers with outstanding content in every issue.´

The Indian edition of the µMercedes¶ magazine is for private circulation only and will becouriered complimentary to Mercedes-Benz customers in India. However, it will be open to

external advertisers with whom the luxury carmaker shares a good synergy. The initial print runwill be 15,000 copies quarterly, which will be audited by BPA Worldwide, a leading global

authority on printing audits. The magazine will also be available at dealerships as take-away for

customers.

international marketing of mercedes-benz

Documents