mercedes benz -the luxury of premium brand
TRANSCRIPT
BRAND AWARENESS OFMERCEDES- BENZ
THE LUXURY OF PREMIUM BRAND
BYCHANDRA SHEKAR K
BEFORE WE STEP INTO…
WHO INVENTED CAR ?
In France in 1769, before the French Revolution, a gentleman by the name of “ NICOLAS CUGNOT
”devised a steam-powered conveyance called the first car on the earth.later The next attempt at a
motorized vehicle came in Scotland, around 1830. “ ROBERT ANDERSON ” invented the first electric
"car“.
The Birth of MERCEDES-BENZ
Mercedes-Benz is a German manufacturer of luxury automobiles,
buses, coaches, and trucks. It is currently a division of the parent
company, Daimler AG. Mercedes-Benz has its origins in Karl Benz's creation of the first petrol-powered motorcycle in
January 1886, and by Gottlieb Daimler and
engineer Wilhelm Maybach's conversion of a 1769 steam-engine automobile by
the addition of a petrol engine the same year. The
Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft.
The first Mercedes-Benz brand name vehicles were produced in 1926,
following the merger of Karl Benz's and Gottlieb Daimler's companies into the
Daimler-Benz company
About…….
Assured Quality
Exclusivity
Authenticity
Key Attributes
segments
History of
STEP OF IN INDIA
Mercedes-Benz India is a 100% subsidiary of the Daimler AG and one of the first auto joint ventures set up in India. Mercedes-Benz India’s relationship with India dates back to the 1950s when the company introduced trucks into India with local collaboration. The company entered the Indian market and set up Mercedes-Benz India in 1994. Mercedes-Benz India has developed a world class dealer network across the country with presence in 30 cities. The company became the first OEM in India with a 100% ISO 2001:9000 certified dealer network. Mercedes-Benz India has won the Quality Award for the 'Best Mercedes-Benz Production Plant' outside Germany for 5 consecutive years.
The indian era……………. 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 Presently, Mercedes-Benz India’s engagement in India covers several domains
Local production of Mercedes-Benz carsMaking available imported Mercedes-Benz carsCommercial Vehicle operations,Global sourcing of auto componentsCaptive automotive technology research and development
Mercedes-Benz is also involved with social-oriented programs across India like:
‘Biofuel from Jatropha’Road safety project for childrenAutomotive education, etc.
CORE COMPETITORS OF
PERCEPTION OF
BRAND AMONG PEOPLE
Does mercedes benz acts as a status symbol
Yes76%
No24%
RESPONDENTS PERCENTAGE
Do you think benz is the most luxuriest car in the world
Yes No
86
14
RESPONDENTS PERCENTAGERESPONDENTS PERCENTAGE
which model do you like the most
38%
26%
24%
12%
RESPONDENTS PERCENTAGE
e-class s-class c-class cl-class
How far you think the price is matched with the brand value
fair Over-priced Under-priced
48
2428
RESPONDENTS PERCENTAGERESPONDENTS PERCENTAGE
Are Benz cars worth for spending that huge amount
Yes60%
No40%
RESPONDENTS PERCENTAGE
What strikes your mind when you think of this product
0.5 1 1.5 2 2.5 3 3.50
10
20
30
40
50
60
70
80
Series1; 70
20
10
RESPONDENTS PERCENTAGE
RESPONDENTS PERCENTAGE
Axis Title
Axis Title
Benz is mostly preferred by
Businessmen50%
Professionals30%
Employees20%
RESPONDENTS PERCENTAGE
On par with the leading car manufacturers,where do you rate Benz
No.1 No.2 No.3 No.4
40
20
24
16
RESPONDENTS PERCENTAGE
Situational Analysis
General External Environment
• Lower costing cars (Economic)
• New class of cars, new age group (Demo)
• Size of car in Japan and Europe (Global)
• Taxes on “Larger” luxury cars (Political/Legal)
• Safety features in innovation (Technical)
• New plant, new team, new product, new way of doing things (Sociocultural)
Competitor Analysis
Top Ten Luxury Cars
1. Cadillac 6. Volvo2. Lincoln 7. Mercedes3. Acura 8 . Infiniti4. Lexus 9. Saab5. BMW 10. Jaguar
Cadillac (GM)Concentric diversificationIntroduction of new cars
Lincoln (Ford)Product development
Attract satisfied customers with improved productsLexus (Toyota)
Low cost/ differentiation“Relentless pursuit of perfection”
Sticker prices considerably below other luxury carsBMW
Most direct competitor Market development
luxury small car market with less expensive sub-compact model
Core Competencies
• Symbol• Name• Innovation
Strategies
• Differentiation• Cost Leadership• Product
Development
Sales decline
In the year 2007 mercedes stood as the top among all the competitors in its segment.
But in the year 2008 due to recession the sales of MERCEDES along with top competitors BMW and AUDI resulted a mild fall of 15 to 25 % each
In the current year 2009 the sales were steadily raising but in the early first quarter BMW overheaded MERCEDES in terms of sales and stood at the top in their segment and AUDI in its place as early, next to MERCEDES .
The beginning of green with all new E-classto counter back its
position
All new E-class withblue EFFICIENCY
Mercedes Benz takes its responsibility for environment care very seriously.
engaged in improving every aspect of automotive technology to reduce the impact on the environment. This commitment
has enabled the introduction of BlueEFFICIENCY, for the first time in India, with the launch of
the E 350 CDI BlueEFFICIENCY vehicle in E-class. BlueEFFICIENCY is an agglomeration of numerous
advancements; for example: aerodynamics that reduce drag, lightweight materials, intelligent energy
management system, and improved energy-efficient power steering system. Each of these measures does its bit to reduce
fuel consumption, collectively offering substantial savings while reducing CO2 emissions by
up to 23%.
The unique advantage of MERCEDES
Mercedes provides its customers with a unique advantage where
the customer can get the price of cars of different segments in the host website…………………
………………………………and
GRACIAS