Mercedes Benz : Direct Marketing Strategies

Over 17 million cars and trucks are sold around the world every year. Amongst the plethora of car companies aiming to convince shoppers that their car is paramount, marketing teams ought to go the extra mile. By developing a persuading advertisement, companies are more likely to sell their products. On February 6, 2011, Volkswagen aired a Superbowl commercial for the first time in over ten years. This commercial would be one that awakens the inner child of millions. By employing pathos, ethos, and logos rhetoric techniques, Volkswagen is able to appeal to consumers in order to sell their new car.

Being in a spiralling economy, the automobile industry must step up their games to produce attractive advertisements. Creativity is crucial to attract potential buyers and gain more sales. To target specific prospects through ads, the automobile industry usually apply rhetoric concepts to enhance their product’s appeal in every way, and not just purely on the automobile designs. As men are the main target audience, car ads are usually being advertised as appealing and dangerous. Nevertheless, there are other important aspects to be highlighted as well, which can be perfectly marketed with certain rhetoric aspects. Although automobile ads always target the male audience, the industry also understands how partners or family can influence in purchase

The film includes many exclusive interviews with representatives of some of the world’s most popular brands and brands which have revolutionized marketing. It also features opinions of many well-known advertising

The target audience throughout the 129-year history of Popular Science magazine has traditionally been working age males. The advertisements within that magazine reflect the audience in whom they are attempting to reach. From new technological gadgets to old-fashioned tools, the advertisers know what will be attractive to the reader, and to the reader's wallet. Of these advertisers, the most popular by far have been those from the automotive industry. The Ford Motor Company has chosen to strategically advertise within the pages of this magazine on numerous occasions and with various ads that were meant to lure new customers into buying Ford vehicles. It is interesting to notice that the styles of these advertisements are schemed with just

Positive aspects. The Chevrolet Company took a big step forward in its advertising campaign last spring. The company decided to have a new promotional form which was to run an ad contest that people can post their video clips about the Chevy Tahoe in its website. The benefit for this approach is to involve people who are really interested in the company’s products in conversation (Rose, 2006). By doing the customer-generated advertising, Chevrolet enhances the relationship with its customers and establishes the customer loyalty. People can share their thoughts and participate in the communication which means they have the power to influence the brand and the

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.

- The hybrid vehicle is not entirely new to the world, but it is also not entirely saturated either. We set the advertising coefficient at 1% to reflect an average amount of penetration through advertising. There is often limited stimuli for a consumer and the amount of advertisements by other manufactures are only increasing. Consumers might be overexposed to these car ads. We reflect an average amount of penetration through advertising through this coefficient.

Mercedes-Benz operates on the differentiation strategy. Luxury, prestige and technological innovations drive the company 's production from the high quality small cars and e-bikes of the smart brand, to the premium automobiles of the global corporation.

Our recommendation is to use an even combination of traditional and non-traditional marketing in the next phase. BMW should use traditional marketing such as T.V. and print advertising to continue to promote their quality reputation that the Z3 was born into. They should use the brand equity the Z3 is building in the U.S. as a gateway for selling other models to Americans such as the redesigned 5 series. Non-traditional methods should remain a part of the mix to sustain the positive buzz created in the first phase and compliment their Olympic sponsorship by utilizing the excitement of the games. An example would be endorsements from popular Olympians featuring the similar characteristics shared with world class athletes and the Z3, such as speed and performance. They can also use non-traditional methods to maintain contact with consumers and put a positive spin on the lack of product availability by running a contest to win a new Z3 when they arrived. In addition, an increased global vision is needed for BWM to gain popularity worldwide and increase global market share. The second phase should consider ways that the U.S. Z3 strategy can be incorporated into other markets in the future.

This report aims to analyse the current marketing communication activities for one of the most recognised brands in the UK and the world, MINI Cooper. The first part includes some background information and after that the report follows the planning framework provided by

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

Although Mercedes Benz marketing strategy used to focus on safety, precision engineering of its cars and safety, they had to make sure that the Mercedes’ cars would suit the customers’ changing attitude. Now, they focus more on fun loving, energetic and approachable side of Mercedes Benz in their marketing. When its market expanded this caused an evolution in its marketing strategy. Mercedes Benz has found that they have to expand their market by including younger customers. Slicing prices to make the product more affordable was one of the marketing strategies also.

The development of marketing concept from a Product orientation to a Sales orientation and finally a Marketing orientation has signified an important change in how we understand and conceptualizes marketing in the 21st century. It signified an increased focus in the behavior of consumers and how by applying different marketing strategies organizations have been able to influence the way in which consumers react to their potential needs and how marketers can change their strategy to target different consumers wants. An assessment has been made in this essay looking at the development of the Volkswagen (herein referred to as VW) polo hatchback model.

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.

Audi is one of the world leading luxury vehicle brand that is own by Volkswagen group. It enjoys the same reputation as BMW and Mercedes-Benz in the international market. In China, it expands rapidly during the past two decades. Currently, in the segment of vehicle market for business and governmental use, Audi has achieved satisfactory performance (Hua, 2010). The aim of this essay is to study Audi’s marketing strategy in combination with marketing theories. Firstly, its marketing activity in China will be introduced. Secondly, relevant marketing theories that can be used to explain the activities will also be described. Thirdly, whether Audi’s marketing strategy has achieved