Automobile, Manufacturer Management, Marketing



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This article analyses the strategic marketing decision and positioning of Mercedes-Benz.

A well situated brand for virtually any fine manufactured product is very likely to receive confident sales response while the awful ones only the opposite. Brand Management Strategy by (Keller K., 2008), highlights that

Good company positioning helps to guide online strategy by clarifying what a brand a about, how it can be unique and just how it is a lot like competitive brands, and why consumers should certainly purchase and employ it (p. 98)

The automotive aftermarket is highly competitive, thus precise branding decision and placement would be required for Mercedes-Benz to out-manoeuvre her contender.


Mercedes, one of Daimler AGs vehicle division was found simply by Gottlieb Daimler motor company and Carl Benz in Germany. Mercedes-Benz invented the first high-speed engine in 1884 and by 1890s, Mercedes had her first automobile mass development. (Mercedes-Benz, 2018)

The three pointed star brand symbolises Mercedes-Benzs engine use over terrain, sea and air (Daimler, 2018). Authorized in 1909, its featured at the front and back of every Mercedes-Benz automobiles. This brand is used at present and is combined with the motto The Best or perhaps Nothing (Mercedes-Benz, 2018).

Brand Positioning

Mercedes-Benzs placement statement The Best or Nothing at all emphasise flawlessness in anatomist, safety and luxury with the highest level. This viewpoint projects elitism and intrigue consumers who have share a similar ideology.

Brand placement begins with market segmentation. Theres not any absolute answer to address market segmentation. Different variables can be implemented, in solitary or blended, internet marketer will have to understand for the best answer to comprehend the marketplace. (Kotler Armstrong, 2008)

Mercedes-Benz shown the above, using and mixing different factors to fit the marketplace. And the some Cs of Mercedes-Benz, clearness, consistency, reliability and competition laid good foundation to her branding success.

With regards to 3. 1 Geographic Segmentation on Chinese market, Mercedes exceeded six-hundred 000 product sales to get year 2017 (gbtimes, 2018) and Daimlers Financial Report ranked China first place intended for markets product sales (Daimler, 2018).

Geographic Segmentation

Physical segmentation is made by making use of geographical factors such as neighborhood population and urbanised position (Elliott, Rundle-Thiele, Waller, 2012). BRIC Market (Brazil, Spain, India and China) was discussed inside the 2012 Mercedes-Benzs Sales Marketing Proposal with strong emphasis on China.

Mercedes-Benz can be expecting China to became the most important industry due to the absolute population, impressive economical expansion and urbanisation. (Daimler, 2012)

Demographic Segmentation

Variables including age, sexuality, occupation, salary, marital status and relatives size are crucial input pertaining to demographical segmentation (Elliott, Rundle-Thiele, Waller, 2012).

Similar on Mercedes-Benz B-Class can be labelled because Safest Car Around Pertaining to Young Family members (Mercedes-Benz, 2012). Campaign Shes Mercedes in 2017 goals at female drivers (NOWNESS, 2017) (Mercedes-Benz, 2018). And recent launching of the new Mercedes E-Class foresees the requirement of business professional and it is marketed as The Most Intelligent Gargote in the Business School (Mercedes-Benz, 2018).

Lastly demographic factors on salary. Its ineffective to make offerings when no one can afford. The cheapest Mercedes-Benz costs around $138 000 although average annual rent of Singaporean was $55 016 (Ministry of Personnel Singapore, 2017).

Psychographic Segmentation

The lifestyle was the selected theme for Mercedes-Benz. This kind of decision has the exact theory of establishing differentiation in lifestyle and psychological qualities (Elliott, Rundle-Thiele, Waller, 2012). Advertisement and campaigns set focus on older professionals coming from upper middle or higher classes with certain desirable personal lifestyle.

(Mercedes-Benz, 2018) champion her campaigns as

Your Mercedes isnt just a vehicle, its part of your daily life, and a manifestation of your style.

Behavioural Segmentation

This kind of segmentation is established on the obtaining behaviour of specific item which parameters includes, profit expectations, commitment, pricingetc (Elliott, Rundle-Thiele, Waller, 2012).

Purchasers will be expecting a long product life-span from this A language like german made anatomist marvel. For a few, buying a Mercedes-Benz is always her fashionable performances or the easy handling and engine overall performance. Above all, the price on a Mercedes-Benz indicates title only to the prestige.

Mercedes-Benz in addition has created her very own Mercedes-Benz Brand Club which provides rewards such as devotion rewards or perhaps purchase discounts to associates. (Mercedes-Benz, 2018).

Differentiation Strategy Market Focusing on

The invention and branded Lateral Protection System (Mercedes-Benz, 2018) and V8 M176 engine (Mercedes-Benz, 2018) will be examples of engineering/design innovation focused differentiation strategy (Farhana Bimenyimana, 2015). With innovation, price differentiation and symbolic advertising mix, Mercedes cast exclusive selling factors into the heads of targeted consumers.

Mercedes-Benz gives a wide variety of car type. These types of offerings allows consumer to acquire more options, consequently differentiate himself from other producers with limited variations.

Sales potential, competitive circumstance and expense structure is to be evaluated before the development of industry mix (Elliott, Rundle-Thiele, Waller, 2012). Mention of the 3. 1, Chinese GROSS DOMESTIC PRODUCT exceeded $8 Trillion in 2012 and this growth encouraged 13. 4 million unit of passenger cars being purchased within that year.

With large urbanisation job driven by the Chinese govt, strong getting power and low car density, Mercedes-Benz makes arrange for her Supplier Network Expansions over significant metropolitan place in China. (Daimler, 2013)

As for competitors, Mercedes-Benz got plans to place up a hardcore contest. (Forbes, 2014)

Finally, Mercedes got her manufacturer commissioned in china within the 18th Nov 2013 to achieve cost effectiveness. (Daimler, 2013)

Parts of Parity Points of Difference

(Ghodeswar, 2008) states that

Your own brand essentially is supposed to identify the products or support of either a group of retailers or a owner through differentiating its goods/services from those of competitors. (p. 4-12)

Perceptual Umschlüsselung

Business article originally published by Booz Organization, Fall the year 2003 Issue 32, illustrated the footing of Mercedes-Benz in the following perceptual mapping (Booz Company, 2003).

some Brand Fairness

Illustration about Mercedes-Benzs brand equity employing (Keller, Aperia, Georgson, 2012) Brand Fairness Pyramid Version as follows:

(Johansson Carlson, 2014) illustrates:

Next will analyze how Mercedes stays in touch with the over illustration.

Brand Identification Awareness

Much of Mercedes-Benzs id had long been mentioned in Section 2 . However , this kind of paragraph would like to emphasise that Mercedes-Benz was identified as the very best car worldwide by winning 3 Globe Car Award in 2015 (Mercedes-Benz, 2015).

(Keller K., 2008) had featured, Sources of Manufacturer Equity happen to be Brand Recognition Image. (p. 50-51). Mercedes-Benz leverage on her behalf easy appreciated trademark, outstanding engineering, unequal product top quality and reliability to support her branding identity.

With the aid of marketing campaign and social media, brand awareness raised. Study coming from ADWEEK found Mercedes-Benzs advertising campaign outperforms all her opponents (ADWEEK, 2014).

Moreover, Mercedes-Benzs engagement in Formula 1 competition just like financing the Formula One race crew Mercedes-AMG PETRONAS Motorsport (Mercedes AMG F1, 2018) further boost her brand awareness. Besides motor-sports, Mercedes-Benz likewise sponsors physical games such as equitation, golf, basketball, tennisetc (Daimler, 2018).

Year 2017, Mercedes-Benz launched project, Grow Up. This campaign centered on young specialist millennial who have aspiration. This kind of campaign aims to create understanding to youthful consumer. (ADWEEK, 2017)

With all these current strategic steps in place, company salience is definitely considerably excessive for Mercedes-Benz.

Brand Photo

The slogan The Best or Nothing at all and the eye-sight of “Dedicated to Clients, Driven by Excellence (Mercedes-Benz, 2018) signify total perfection of Mercedes-Benzs offerings in every aspects.

This is achieved by taking advantage of her rich automobile manufacturing background, heritage, item performance, after-sales services, advertisements and marketing campaign as well as specialist automobile experts and journal reviews.

For example , Car Magazine UK had analyzed Mercedes-Benz T Class being a high performance car with supreme luxury (Carmagazine UK, 2018) and Autobús Magazine ranked Mercedes-Benz S Class since number one best luxury car in 2018 (Autocar UK, 2018).

Mercedes-Benz experienced also built herself a name for innovation about vehicle safety with Horizontal Protection Program (Mercedes-Benz, 2018).

Over time, Mercedes-Benz has also enhances her image simply by involving in communities jobs such as Mercedes-Benz and Laureus. This global sport related project helps youth on employment and lessen legal conducts. (Mercedes-Benz, 2018). Mercedes-Benz also takes effort in worldwide environmental protection about resources conservation and co2 reduction. (Daimler, 2016).

Although Mercedes suffers from setbacks such as vehicle recall, overall brand worth still continue to be positive (Daimler, 2017), (interbrand, 2017) (Statista, 2018).

Brand Personality Buyers Respond

Mercedes-Benz has portrays very little as being skills and superior. This is associated with her reliable, high performance engine and fashionable car design. Mercedes-Benz had printed her confident customers evaluations (Mercedes-Benz, 2018) and in obedience to www. cars. com 2017, buyers rated Mercedes-Benz 4. on the lookout for stars away of a few (cars. com, 2017).

Brand Resonance

Consumers are suffering from behavioural dedication and attitudinal attachment by simply joining Mercedes Enthusiast Membership (SG Merc, 2018) or perhaps Mercedes-Benz Owners Singapore upon social media just like facebook (Mercedes-Benz Owners Singapore, 2018)etc

This provides system for Mercedes-Benzs owner a sense of community that belong and also opportunity to engage in any of Mercedes-Benz related activities.

The Marketing Blend


Mercedes-Benz single profiles all her makings like a luxury with vehicle category ranging from Bouchon, Tourers, Coupe, Cabriolets, Roadsters to SUV. (Mercedes-Benz, 2018)

Product warranty, after sales companies, safety factors, brand name and company photo are also component to a product, not limited to its physical contact form. (McDaniel, Lamb, Hair, 2009)

Indeed, the most important branding assurance by Mercedes The Best or Nothing is strengthened by the customer support centre which usually operating one day worldwide. Should any technical fault to happen and couldnt be settled on the spot, motor vehicle shall to become pulled in the nearest Mercedes-Benz Repair-Shop immediately. On top of that, momentary replacement motor vehicle will also be provided till repair completion. (Mercedes-Benz, 2018)

Aside from premium after-sales services, car safety innovation has also been inserted. Deployment of protective airbags to minimize or eliminate casualty rate got already been adopted by many auto makers.

Nevertheless , Mercedes-Benz elevate this engineering concept to another level with all the invention of Lateral Protection System and seat belt air-bag integration. These systems defend and guard passengers better from crash impact. (Mercedes-Benz, 2018)


The price tag on the new Mercedes ranges from $138 000 to $798 000. Low tier Mercedes-Benz would costs approximately 33% higher than any kind of economical car. No major prices variance reflected in 2015 when compared with 2017. (Cycle Carriage, 2015) (Cycle Carriage, 2017)


The place of product sales, distribution and technical support is actually a contributing element on how, exactly where and when customer/s could choose the product. (McDaniel, Lamb, Hair, 2009)

Mercedes-Benz aligned this theory by establishing manufacturing internet site, sales and service center worldwide. At the moment Mercedes-Benz offers manufacturing plants and sales offices in

Europe, Asia, North South usa and Africa. (Daimler, 2018)

Circuit Carriage Pte Ltd is a approved product sales distribution and repair agent in Singapore.

Its luxurious display room sits near city-town. (Cycle Carriage, 2018)


Sales campaign, advertisement, pr, sponsorship and events almost all fall under the spectrum of promotion. Goal is to alert, inculcate, help remind and even influence the targeted market audience about the main advantage of the product. (McDaniel, Lamb, Frizzy hair, 2009)

Over time, advertisement happen to be published or perhaps broadcasted through the media. These types of promotion express the automobiles specification, handling and driving experience to the targeted audience. Most importantly, delivering the message the unequal extravagance driving 1.

Daimler motor company AG also provides details for reporter in her Press Mass media Service website. This provides a platform pertaining to the companys public marriage. (Daimler, 2018)

For Revenue Promotion, Mercedes-Benz Singapore catch the attention of potential client/s on interesting price adjusting, COE bidding and trade-in bonuses. (Mercedes-Benz, 2018)

Lastly, the support in films and Shows creates window/s for Mercedes to highlight her newest product.

A conclusion

The positioning of Mercedes-Benz has become well executed, not just on a par with academicals personalisation hypothesis but also fits the dynamics of the ever changing market.

With frequent branding publicity and continuation of fulfilling what her marketing campaign and advertisement assure, current branding status needs to be maintainable.

However , online marketers for Mercedes-Benz might be hitting the bottle-neck in terms of Brexit (Express UK, 2017), US Car Tariffs (Financial Times, 2018) and Chinese language Retaliation Tariffs (CNCB REPORTS, 2018) concerns.

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