Mercedes Benz : Direct Marketing Strategies

1347 Words6 Pages
Mercedes-Benz is a German manufacturer and has been producing automobiles for over 125 years. (Mercedes-Benz, 2017, para. 1). During 2016, luxury car sales in Australia were at an all time high. The Australian Automotive Industry found that Australians were buying more Mercedes-Benz than Ford, a company manufacturing in Australia since 1960 (Hawthorne, 2016, para. 3). In 2015, Mercedes-Benz had a total sales figure of 22,817 across Australia. The company is currently the luxury car market leader; having a 20% lead over second-placed BMW (Hagon, 2015, para. 4). This report will focus on the techniques and execution of the direct marketing campaign used to promote the Mercedes-Benz GLC SUV in 2015. Mercedes-Benz must retain their leadership in the luxury car sector, and create lasting relationships with their customers. According to Stone and Jacobs (2008, p 91), direct marketing fundamental principles are loyalty and repeat purchases. Therefore, according to theory, a direct marketing campaign is the best solution for the problem. The problem was lack of relationship between Mercedes-Benz and their customers. This became a direct marketing opportunity, as Pottruck (1987, p. 53) states that campaigns are effective for retaining existing customers and winning their loyalty. A direct marketing campaign was the perfect solution, as it gives a form of personalisation between the consumer and the brand. The campaign benefited the buyer by offering an exclusive “sneak peak” into
Open Document