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Mercedes-Benz Advertising Brief & Strategy Essay

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Executive Summary
The following advertising brief outlines the intent Mercedes-Benz has to market and promote its E-Class Cabriolet. Mercedes-Benz is a well-known luxury car manufacturer that is part of the Daimler-Benz Company; it has built its reputation globally on a foundation of quality and exclusivity. The company's marketing teams across the different countries it sells in have been instrumental in cultivating its prestige reputation, and the company has successfully targeted upper middle class and upper class people in who are aged 40+ as its target market. In recent years, there's been an increase in the number and type of cars that have entered Mercedes-Benz's traditional niche, with the result that the company now competes …show more content…

The current target market for Mercedes who are 40 years and over tend to choose products based on quality and brand name, and have been widely known to be less price conscious than younger audiences. But purchasing trends have seen a change in younger audiences purchasing products that are from a well-respected brand, which offers quality.
Marketing Objective
Mercedes primary marketing objective is to target a new younger market with its E-Class Cabriolet car. It intends to target the 30+ aged market instead of its usual 40+ aged market by effectively communicating the products values and unique selling proposition. Other marketing objectives that Mercedes-Benz intends to achieve is:

• Retain existing Mercedes-Benz customers & dealers
• Acquire new customers and dealers
• Increase Mercedes customer and dealer penetration
• Research / monitor customers and dealers buying patterns and habits
• Achieve competitive advantage in the prestige car market
• Increase brand awareness of the Mercedes-Benz brand
• Create a flawless brand experience
• Effectively communicate brands value and unique selling proposition
• Support and collaborate with brand partners
• Increase sales of E-Class Cabriolet
• Increase orders for E-Class Cabriolet
• Reach sales quotas to achieve profitability
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