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
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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
Current Image - Desired Image
Ford Motor Company is one of the world’s largest producers of cars and trucks and one of the largest providers of automotive financial services marketing vehicles under the eight brands shown below. The Company is a publicly traded company listed on the New York Stock Exchange. During 2002, the company made 6.7 million vehicles and employed 328,000 people worldwide. Business partners include 25,000 dealers and more than 10,000 suppliers.
Orange Kingdom is a clothing retail store owned by Between, Inc. It is differentiated from its family brands such as Between and Old Marine, as it gives an upscale image compared to the other two brands, and targets young professional population aged mid twenties to mid thirties both men and women. It provides mid-scale work-to-play casual and business apparel, accessories, and shoes through about 500 stores including factory stores in the United States. It is also gaining market share in Asia, South America, and Europe as well. In this marketing proposal, I would like to discuss three service options to retain and acquire customers.
What is it about an advertisement that makes people want to purchase that item? Could it be the idea of showing it off, personal attraction, or utilizing it in everyday life? The advertisement I chose to analyze does absolutely stunning in doing all three and more. The Mercedes ad of the red SL class car gives off a romantic look due to the color of the car and the caption on the left; and a rough and powerful look at the same time from the rigid mountainous background. The images looks extremely realistic, like every detail of it was picked up by a high tech camera. The main focus of the image is the front of the car closest to the foreground, with it going out towards the other parts making it one elegant picture. Ethos, Pathos, and logos play a major role in this ad to appeal to the audiences senses and attract the viewers the ad is aimed towards. This ad does marvelous in using rhetorical techniques to appeal to the viewer and persuade them to purchase this car.
In order to strive for success in the automotive industry innovation and advertising is the name of the game, Ford Motor Company, sets the standard for innovation in the automotive industry with the new Ford F-150. A crucial component in the automotive industry is advertising of the company’s vehicles. The companies must ensure that their message is clearly and effectively conveyed to potential consumers. It is vital for
Advertisements are usually not meant for everyone, but target a specific subgroup within a population that could benefit from the message or the product. Volvo, safe to assume, is not targeting children in their ads, but rather people who may or may not be looking for a car at the moment. Other demographic variables are intertwined with these groups, but are not explicitly stated. Throughout the succeeding paragraphs it will be more apparent on how these persuasive factors attempt to reach out to the audience and how successful they may be.
The car company wants the average male to think that this car will make his life a whole lot better. The audience is neutral. Mercedes is trying to get people who have not made up their mind about buying a car to buy car. The car is not just for the wealthy, because part of the pitch is that the car is affordable for an average middle class person. The commercial is more targeted at males because the car is more masculine.
Examine Florida attorney advertisements available through the internet (i.e. BellSouth Real Yellow pages provides access to online advertisements by attorneys and access to those listed in the Orlando Metro Area directory). Choose one to comment upon as to whether or not the advertisement is in compliance with the Florida Rules of Professional Conduct Section 4-7. If the advertisement contains a slogan, is it misleading? Remember to include the reference/link to the chosen advertisement to obtain full credit.
Or perhaps, a commercial for Harley Davidson or Indian motorcycles. Finally, thirty-two seconds into the commercial the Mercedes roadster is first seen. The product is revealed and the first “P”, the product in the marketing mix, is identified. The target audience is now shifted to the middle-aged baby boomer with a higher white color income and an overall higher socioeconomic status. The product variety, quality, features, packaging, services and warranties are not discussed leaving them up to the viewer to
In a Game Informer magazine, I have found an advertisement for a Schick razor. The line of pictures of bald men caught my eye, so I had to take a minute to see what this advertisement promotes. Schick razors continue to rise as one of the most popular brands of razors for men and women. You can find their advertisements virtually anywhere. This particular advertisement is for a newly designed razor with a curved front, making it easier to get a close shave. Schick targets the male populations with this advertisement.
To ensure successful marketing for the Ecostar, it is most crucial to identify the best target market segment for this new automobile. When it comes to buying hybrid automobiles, there are certain customers who would more likely be interested in purchasing this kind of vehicle. Identifying the best target market segments will allow Nighthawk Motors to better strategize how to attract potential customers. The best group that should be targeted for marketing for the Ecostar is the middle class. Middle-class consumers have certain values in mind when they are making purchases. While they are able to live comfortably, they still want to have the best quality products for the amount of money that they spend. Low-class consumers are more likely to buy automobiles that are used due to higher financial restrictions (Blombäck, 2005). While high-class consumers are likely to buy new automobiles, they are also more likely to buy luxury brand automobiles (Blombäck, 2005). Because Ecostar is a new automobile, middle-class consumers are the best target market as they are more likely to look to purchase a new automobile that is also cost efficient.
Creation, acceleration and emotion are the key components for any automobile industry to deliver its goods to the expected standards. General Motors, popularly known as GM has been a pioneer in the global autoindustry for more than 100 years. Developing from horseless carriages to the latest sports cars, innovations have always excelled at putting the world on wheels. In fact, there are a lot of exciting things to share about the company. GM’s corporation started in 1892 by R.E. Olds, with a solid financial foundation, which enabled him to produce great vehicles for customers and build a bright future for employees, partners and shareholders. GM slowly initiated its staff of experts in the factories which are located in different parts of the globe and acquired the brands like Chevrolet, Pointiac, GMC, Buick, Cadillac(General Motors Corporation, 2015). Leading the way is their tailored leadership team who set high standards for the company so that they can produce the best cars and trucks. This means that GM is committed to deliver vehicles with compelling designs, flawless quality and reliability, leading safety, fuel economy and commercial features. All are intended to create that special bond that can only happen between a driver and a vehicle. General Motors is a customer driven company and aims at earning customers
With other luxury brands, competitors had an opportunity as many customers switched their taste and preferences away from Mercedes. Because of this it leaves the market for luxury vehicles that was populated by Mercedes vulnerable to poaching by other big players in the automotive industry.
customers, suppliers and the communities Mercedes does business in. With a corporation as global as Mercedes-Benz, all pose different needs and requirements. Communication tends to be the bridge that binds or separates the stakeholders from the corporation. The corporation must find a means of communication and listening to each group or individual that expresses concerns and ideas.
When an advertiser places one of their advertisements into a newspaper, they want their advertisement to appeal to the readers of that particular magazine. They could have the exact same message, but considering their audience, they could make it more effective if they use a different strategy to market their product. This is very common for advertising strategies to change when the content of the magazine changes. You can relate the way that the magazine producers choose their ads by when Steve Craig says that " program producers and schedulers must consider the target audience needs of their clients" (162). The types of advertisements are driven by the content of the magazine. Sports Illustrated provides a
Attracting younger customer also help us improve brand image compare to competitor. From data (Chart 4) we can see that BMW driver are younger compare to main competitor, such as Lexus and Mercedes, if we can make BMW brand attach with “young “ and then make other competitor brand look old this will help to attract more younger customer and make them commit to use BMW for the rest of their life. Another thing that we can see from BMW customer base is while average ages of BMW owner are younger but their average incomes are higher we make people remember that BMW is the car for “highly educate, bright, affluent person who want to have a great driving experience”. If we can own that position which utilize BMW strong point as “Ultimate driving machine” then push other competitor to “car for boring and old people”. This campaign also improve brand image by reduce bad thing that associate with BMW brand such as “Status symbol, Yuppie-Machine” and also stress what BMW is all about “amazing performance” and try something new and exciting. This show people what make a BMW a BMW which is the main purpose of this campaign.