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ever wondered what kind of persoanlity type you potray when you drive a car..that too a German Car Brands like BMW ,Mercedes and Audi
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BrandsBrandsOfOf
Desire DesireDream your Desire, Desire your Dream
What is a Brand…What is a Brand…
Some Brands That v Desire are……
But The MOSTMOST Desired ones are
No. of people owning luxury car
52%
48%
16%
25%
38%21%
Profile of Brands
Mercedes -BenzMercedes Benz
About Mercedes-Benz• The legendary brand Mercedes Benz is
associated with luxury and excellence
• Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks.
• It is currently a division of the parent company, Daimler AG
• Existence in India Since January 1994,in world since 1881.
Story of 3-Star• The Mercedes logo was created by Daimler
• The three point silver star surrounded by a circle represents the three branches of motorization:– on land, – on water and – in the air.
• It may also be interpreted as a symbol of small, reliable, and powerful engine that Daimler wanted to create.
• Mercedes is well known for its land vehicles but nevertheless it has produced engines for boats and planes
Segments
• Mercedes Benz-New C –Class• Mercedes Benz-E Class• Mercedes Benz-SLK-Class• Mercedes Benz-M-Class• Mercedes Benz- CLS–Class• Mercedes Benz-New S –Class• Mercedes Benz-SL –Class• Mercedes Benz- CL –Class
• Bayerische Motoren Werke
• BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars.
• BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees.
• India Operation Since March 2006
About BMW
Symbolizes
• The famous white and blue symbol of BMW stems from the company's origins as aeroplane engine manufacturers.
• Through the years this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles.
Segments Of BMW
About Audi• Audi - the German luxury car manufacturer
• In March 2007, Audi set up its own sales company for India. By establishing Audi India Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai
• Audi’s goal is to become the leading automobile luxury brand
• Audi India car sales volume countrywide has been increased by 201 percent. the last quarter of 2009 was impressive for Audi India as sales grew up by 229 percent
• The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany.
• It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG
Audi Segments
Brand preference in percentage
14%69%
3%
Car Sales and Revenue in India 2009
Brand Unit sales in 09 Sales in Rs Crore
BMW 2738 8214
Mercedes 2640 7920
Audi 1449 4347
Brand Identity
Meaning
• Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.
• A brand identity provides direction, purpose and meaning for the brand
Mercedes name synonyms with LuxuryHigh quality automobiles
Star symbol reinforces precision
Premium pricing
Cutting edge Technology
Identity of Mercedes
Identity Of BMW
Most admired German car brand
The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car
Finest Designing
Product Consistency
Identity of Audi Audi is identified as progressive premium brand
Brand essence Vorsprung durch Technik means being ahead in time in technology
Emotion-packed
Lightweight design and highly efficient
4-ring logo with main colour as aluminium silver represents clear and technical innovative power
Brand PersonalityBrand Personality
• Brand Personality is a set of human characteristics associated with a brand
• Brand Personality, like human personality, is both distinctive and enduring
• Refers to the outcome of all the consumer’s experiences with the brand
- Personality Type- Heritage, Stylish, Sophisticated- Traditional- Showy, conservative values,
maintaining status quo“Car says about the owner”“Look at me! I’ve made it:
money and assets, its mine, mine, mine!”
How it makes owner feelSuccessful in the eyes of others
Mercedes Benz Drivers Desire
OWNER TYPE- Powerful, Masculine,- Aggressive, dominant,
driven, determined
CAR SAYS“I’m on my way to the top
and I achieve in all aspects of my life…no compromises”
CAR MAKES ME FEELPowerful, strong and in
control
BMW Empowers Me
BMW drivers have ‘more to prove’, are less open to change, and more competitive.
OWNER TYPE- Progressive, Stylish, Urban Cool,
Creative- Inspirational, design oriented, sporty,
motivated
CAR SAYS“I move with the times, I appreciate
design but equally want a drivers car”
CAR MAKES ME FEELInnovative, stylish, sporty
AUDI DRIVER IMAGERY
Audi is more likely to be successful through passion, cool and socially Inspirational
Do these brands act as status symbol?
24%
How far you think the price is matched with brand value
28%46%
Brand Positioning
Meaning• Positioning is process by which marketers try
to create an image or identity in the minds of their target market for its product or brand
• Positioning is not what you do to a product.
• Positioning is what you do to the mind of the prospect.”
• Positioning is ,how you differentiate yourself in the mind of your prospect”.
Mercedes Position Board
PrestigiousGreat reputation and status symbolCultural and social iconLuxuriousGood resale valueMore than just a car
BMW Brand Board
A real drivers car Exceptional PerformancePowerful carsMakes the right statement about ownerGreat reputation
Ultimate Performance but lacks emotion
Audi Brand Board
DesignInnovative TechnologySports appealStylishModern
Innovative design, contemporary, desired.
INNOVATIVEDESIGN
ULTIMATE PERFORMANC
E
CLASSICPRESTIGE
Sporty and stylish driving experience
Technology and Performance
Sophisticated driving experience
Design is hero Car is hero Badge is hero
BRAND SUMMARY
Maps and Roads of Success
AUDI
LOOKS
STATUS
*AUDI A8*BMW – 7 SERIES*MERCEDES S CLASS
*AUDI Q7*BMW X3*MERCEDES M CLASS
ENGINEERING
FUEL EFFIENCY
*AUDI A6*BMW 5 SERIES*MERCEDES E CLASS
FEATURES
SAFETY & COMFORT
PRICE
RESALE
*AUDI A4*BMW 3 SERIES*MERCEDES C CLASS
Audi
Its been journey into dream world making this presentation for
Jayshree Magdum -10Atique Shaikh-16
Masumi Shinde -17Karan Newatia-21
Remya Ravindran-25
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