Mercedes Benz

Submitted by: Group 2

Shefali Bansal
Shradha Jha
Shruti dodla
Siddharth Kohli
Vishal Jain
Akshay Maken

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221177

Cars

Trucks

Buses

Van

Bank

Financial

CARS
Mercedes-Benz traces its origins to Karl Benz's
creation of the first petrol-powered car.
The Mercedes automobile was first marketed in 1901
by Daimler-Motoren-Gesellschaft.
Mercedes-Benz offers a full range of passenger, light
commercial and heavy commercial equipment.
Vehicles are manufactured in multiple countries
worldwide.

Vans
Mercedes-Benz produces a range of vans; Citan (a
version of the Renault Kango), Vito and Sprinter.
Trucks
Mercedes-Benz Zetros used for snowplowing
Unimog, a famous all round vehicle by Mercedes-Benz
Mercedes-Benz Trucks is now part of the Daimler
Trucks division, and includes companies that were part
of the DaimlerChrysler merger. Gottlieb Daimler sold
the world's first truck in 1886.
Buses
Mercedes-Benz produces a wide range of buses and
coaches, mainly for Europe and Asia. The first model
was produced by Karl Benz in 1895.

BANK
The Mercedes-Benz Bank AG is a universal
bank with seat in Stuttgart.
The universal bank was founded under the
name DaimlerChrysler Bank in 2001 and
obtained a banking license in 2002.
The name was changed to Mercedes-Benz
Bank in 2008.

FINANCIAL
Mercedes-Benz Financial Services is one of the
leading captive financial services providers in the
world.
They provide financing for automotive and
commercial vehicle dealers and their retail
consumers in the United States, Canada, Mexico,
Brazil and Argentina.
The company is headquartered in Germany

BMW
Audi
Volvo
Volkswagen

 Audi focuses its campaign on imagery rather than

generating numbers.
Audi used its India, Land of Quattro campaign
for a long time.
A 24 hour online race was launched by Audi to
garner support for the Audi R18 TDI racing.
Audi engages with 24 year old IIM and IIT
students on Facebook and Twitter because of their
likelihood to consider the car after a few years.

BMW launched an ULTIMATE3 drive campaign for

its 3 series.
BMW used Sachin Tendulkar to invite fans to
experience the Dynamic 1.
Tie ups with clubs , road shows and displays at
prominent locations such as malls and corporate
conferences are commonly used marketing
techniques.
BMW used the JOY campaign for communicating
to consumers that the purchase of a BMW is directly
related to the emotion of joy.

 Name awareness
Reorganization- spontaneous
Recall- High

Brand Loyalty
Purchase Loyalty- 2nd in market share in India
Attitude Loyalty- priced as premium

Perceived Quality- high on quality

Mercedes-Benz India has been ranked the #1 automotive

company in the reputed Indias Most Admired
Companies survey by Fortune India.

 Mercedes-Benz has announced the AMG Sport

family of high-performance models.
Michael Schumacher- Brand Ambassador
MERCEDES GP PETRONAS- a team of
motorsport giants known around the world
Mercedes-Benz Young Star Driver
Sponsorship of US Opens

Mental Map

Image
Prestigious to Own, Stylish Successful,
Luxury, Classy, Ambitious, Status
Symbol, Innovative, Modern,
Confident

Performance
Expensive, Durable, Well German
Engineered, Three-Pointed Star Logo
(Mobility), Refined, Beauty

People
Fashion, Golf &Tennis
Fashion Week: NY, Moscow, Australian,
Berlin, Miami, Russia.
Ryder Cup, PGA Championship, British
Open

Wealthy, Affluent, High Class,

Successful Professionals, Businessmen,
Middle Aged

Brand Mantra
The Best or Nothing
(Quality, Prestige)e)

CBBE Pyramid
The 2013 3rd best car brand for quality
& 2nd best for technology/ innovation
according to U.S. consumers
Second leading luxury car brand in
India behind Audi (2013)

German Engineering
One of the leaders in F1
Artistic Design, Logo
Premium Price

High Depth / High Breadth

High Digital Recognition: 17m Facebook likes
Strong Heritage(Based on the history of the brand)

High Loyalty rate of around 57% in US

for Q1.
In India High YoY growth of 25% selling
4717 units in first half of 2014
Social Approval, Self Respect
Asserts a privileged lifestyle :
The Best or Nothing
Respondents emotional
associations: style, classy,
modern, stylish
Premium & Elegant
Quality
Prestige
Luxury

Our consumer surveys results: Strong Brand Awareness

Top of mind : 30% (3rd behind BMW & Audi)
Recall: 100%
95% Brand recognition/100% aided recognition