Mercedes Benz: Targeting, Positioning, And Message Strategy

In 1916, for example, is inscribed within a circle that shows four small stars and the word Mercedes or the name of the DMG plants Untertürkheim or Berlin-Marienfelde. In November 1921, DMG seeks protection of utility models for nine variants of commercial emblem and enrolls in the patent office one dimensional three-pointed star inscribed in a ring, including the version as mascot of radiator. The Registration as business emblem is in August 1923. This emblem, which has just undergone changes, still presides today vehicles Mercedes-Benz. The star has become a symbol of quality and safety on all roads in the world, while the name "Mercedes-Benz" is a symbol of balance between tradition and innovation, the future of the automobile. Brand history 1890-1899 Having invented the engine and the car in the late 1880s, Gottlieb Daimler and Karl Benz, yet independent of each other, integrate their private developments in individual companies using financial and partners. In October 1883, Karl Benz founded the firm Benz in Mannheim & Co. Rheinische Gasmotoren-Fabrik, while in November 1890 arises in Cannstatt Daimler-MotorenGesellschaft (DMG). 1900-1909 To publicize their products, both look easily recognizable names. That is why companies choose at first by "Benz" and "Daimler". "Benz & Cie." No name changes again. Instead, at the start of the twentieth

According to the reference, Mercedes-Benz are one of the world's best auto associations. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Busses and Daimler Financial Services, the Daimler Group is one of the best creators of premium automobiles and the world's most noteworthy maker of business vehicles with an overall compass. Daimler Financial Services gives financing, leasing, task force organization, security, cash related hypotheses, charge cards, and inventive adaptability organizations

The industry for superior luxury cars is a highly exclusive one with a few automotive makers making their presence felt. The major market share is held by Porsche which is known to have formidable rivals like Benz and BMW. The SUV supercar segment is a highly evolving one where manufacturing style localities and units are the decisive forces that ultimately culminate towards the cost of the car.

The company aims to generate profitable growth and above-average returns by focusing on the premium segments of the international automobile markets. With this in mind, a wide-ranging product and market offensive was initiated in 2001, which has resulted in the BMW Group expanding its product range considerably and strengthening its worldwide market position.

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.

Mercedes is a power that's always on demand ; a unique performance , excellence in rides , comfy design , economical fuel consumption & also safety

The new car product is the core of Autobytel’s automotive business. In a nutshell, Autobytel helps customers with making choices about the type of car they want to buy without the pressure of a sales force. Once a customer has determined the exact type of car they want to buy, the service then directs these motivated buyers to participating retailers. In essence, Autobytel has two customers, car buyers and car sellers and needs to work at pleasing both. In order to continue to attract more car buyers, Autobytel needs to focus its marketing and understand the marketing plan’s effect. Not only will this bring more interested

In the Mercedes Benz C250 commercial Mercedes is manipulating their consumers by selling them a ready-made identity. This is explained by Douglas Rushkoff, who said that, “Brands become more than just a mark of quality; they become an invitation to a longed-for lifestyle, a ready-made identity.” What Mr. Rushkoff is trying to say is that, brands are not just a product or a mark of quality anymore. Brands have become a ready-made identity, for instance, if an individual owns a Mercedes that individual considered as a successful and well doing in their life. The Mercedes C class commercial does not talk about the features of the car, or the technical aspects of the car. Based on that, Mercedes Benz is not a car brand

Introduction: It has always been the desire of BMW to create automobiles of unmistakable identity. As you can see by the price of one, this has posed no problem to them over the last eight decades. But what you cannot see is the one thing that has always been true about BMW automobiles both in the past as well as in the present: a BMW is always "the ultimate driving machine".

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 Volkswagen Group is one of the world’s largest and leading automobile manufacturers and the largest carmaker in Europe headquartered in Wolfsburg (The Group, 2013). In 2013, Volkswagen managed to increase the number of vehicles delivered to customers from 9.276 million to 9.731 million that corresponds to a 12.8 percent share of the world passenger car market (The Group, 2013). One in four cars in Western Europe is made by Volkswagen; the sales revenue was €197 billion and profit after tax was €9.1 billion (The Group, 2013). Volkswagen Group in total consist of 12 auto brands from Europe, and these brands are Volkswagen Passenger Cars, Audi, SEAT, ŠKODA, Bentley, Bugatti, Lamborghini, Porsche, Ducati, Volkswagen

As a result of the increased demand of cars, the competition among car companies is becoming intense. Although the market of car is the biggest growing market in the world, there are still some companies who make cars failing year after year. However, there are some outstanding car companies such as The BMW Group performing distinctly.

This marketing report aims to examine and explain the marketing strategies of BMW , In this report I will be focusing on:

The increasing numbers of sub-model cars can also affect the brand quality through increasing any risk issues once launched to the public. Furthermore, according to (Stephen, 2004) Mercedes customers have high expectations about the high quality promised by the company. In 2003, the company disappointed many customers when they sold over 2000 vehicles with an extra option for a navigation system, which were not ready to be delivered at the right time, also accompanied by other mechanical issues. On the other hand, the company made an announcement about its new high quality hydraulic breaking system, which increased its competitiveness in terms of safety and quality against other competitors in the industry.

However, due to its unique targeting strategy, it has not win compatible brand recognition among the public. Although Audi enter much earlier than BMW and Benz in the luxury car market, its marketing strategy limited increase of public brand recognition even Audi has over 100 years’ history. Besides, although its styles are highly accepted by the targeting customers, there are a growing number of people who can afford luxury cars for family use in China. Lack of vitality is limit of its further market expansion. On the contrary, its major competitor in China, BMW, has launched a series of marketing strategies to promote its high-performance, manoeuvrability, as well as stylish design to attract young people (BMW, 2009) in order to expand its market share. Therefore, although Audi has achieved success in the targeting market, it may consider further development through diversification in product line and advertising campaign.