Mercedes Benz -THE LUXURY OF PREMIUM BRAND

BRAND AWARENESS OFMERCEDES- BENZ

THE LUXURY OF PREMIUM BRAND

BYCHANDRA SHEKAR K

BEFORE WE STEP INTO…

WHO INVENTED CAR ?

In France in 1769, before the French Revolution, a gentleman by the name of “ NICOLAS CUGNOT

”devised a steam-powered conveyance called the first car on the earth.later The next attempt at a

motorized vehicle came in Scotland, around 1830. “ ROBERT ANDERSON ” invented the first electric

"car“.

The Birth of MERCEDES-BENZ

Mercedes-Benz is a German manufacturer of luxury automobiles,

buses, coaches, and trucks. It is currently a division of the parent

company, Daimler AG. Mercedes-Benz has its origins in Karl Benz's creation of the first petrol-powered motorcycle in

January 1886, and by Gottlieb Daimler and

engineer Wilhelm Maybach's conversion of a 1769 steam-engine automobile by

the addition of a petrol engine the same year. The

Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft.

The first Mercedes-Benz brand name vehicles were produced in 1926,

following the merger of Karl Benz's and Gottlieb Daimler's companies into the

Daimler-Benz company

About…….

Assured Quality

Exclusivity

Authenticity

Key Attributes

segments

History of

STEP OF IN INDIA

Mercedes-Benz India is a 100% subsidiary of the Daimler AG and one of the first auto joint ventures set up in India. Mercedes-Benz India’s relationship with India dates back to the 1950s when the company introduced trucks into India with local collaboration. The company entered the Indian market and set up Mercedes-Benz India in 1994. Mercedes-Benz India has developed a world class dealer network across the country with presence in 30 cities. The company became the first OEM in India with a 100% ISO 2001:9000 certified dealer network. Mercedes-Benz India has won the Quality Award for the 'Best Mercedes-Benz Production Plant' outside Germany for 5 consecutive years.

The indian era……………. Mercedes-Benz India has been delighting customers with

strong brands and a wide range of products equipped with the latest in automotive technology. The company has been the pioneer of the luxury car segment in India Presently, Mercedes-Benz India’s engagement in India covers several domains

Local production of Mercedes-Benz carsMaking available imported Mercedes-Benz carsCommercial Vehicle operations,Global sourcing of auto componentsCaptive automotive technology research and development

Mercedes-Benz is also involved with social-oriented programs across India like:

‘Biofuel from Jatropha’Road safety project for childrenAutomotive education, etc.

CORE COMPETITORS OF

PERCEPTION OF

BRAND AMONG PEOPLE

Does mercedes benz acts as a status symbol

Yes76%

No24%

RESPONDENTS PERCENTAGE

Do you think benz is the most luxuriest car in the world

Yes No

86

14

RESPONDENTS PERCENTAGERESPONDENTS PERCENTAGE

which model do you like the most

38%

26%

24%

12%

RESPONDENTS PERCENTAGE

e-class s-class c-class cl-class

How far you think the price is matched with the brand value

fair Over-priced Under-priced

48

2428

RESPONDENTS PERCENTAGERESPONDENTS PERCENTAGE

Are Benz cars worth for spending that huge amount

Yes60%

No40%

RESPONDENTS PERCENTAGE

What strikes your mind when you think of this product

0.5 1 1.5 2 2.5 3 3.50

10

20

30

40

50

60

70

80

Series1; 70

20

10

RESPONDENTS PERCENTAGE

RESPONDENTS PERCENTAGE

Axis Title

Axis Title

Benz is mostly preferred by

Businessmen50%

Professionals30%

Employees20%

RESPONDENTS PERCENTAGE

On par with the leading car manufacturers,where do you rate Benz

No.1 No.2 No.3 No.4

40

20

24

16

RESPONDENTS PERCENTAGE

Situational Analysis

General External Environment

• Lower costing cars (Economic)

• New class of cars, new age group (Demo)

• Size of car in Japan and Europe (Global)

• Taxes on “Larger” luxury cars (Political/Legal)

• Safety features in innovation (Technical)

• New plant, new team, new product, new way of doing things (Sociocultural)

Competitor Analysis

Top Ten Luxury Cars

1. Cadillac 6. Volvo2. Lincoln 7. Mercedes3. Acura 8 . Infiniti4. Lexus 9. Saab5. BMW 10. Jaguar

Cadillac (GM)Concentric diversificationIntroduction of new cars

Lincoln (Ford)Product development

Attract satisfied customers with improved productsLexus (Toyota)

Low cost/ differentiation“Relentless pursuit of perfection”

Sticker prices considerably below other luxury carsBMW

Most direct competitor Market development

luxury small car market with less expensive sub-compact model

Core Competencies

• Symbol• Name• Innovation

Strategies

• Differentiation• Cost Leadership• Product

Development

Sales decline

In the year 2007 mercedes stood as the top among all the competitors in its segment.

But in the year 2008 due to recession the sales of MERCEDES along with top competitors BMW and AUDI resulted a mild fall of 15 to 25 % each

In the current year 2009 the sales were steadily raising but in the early first quarter BMW overheaded MERCEDES in terms of sales and stood at the top in their segment and AUDI in its place as early, next to MERCEDES .

The beginning of green with all new E-classto counter back its

position

All new E-class withblue EFFICIENCY

Mercedes Benz takes its responsibility for environment care very seriously.

engaged in improving every aspect of automotive technology to reduce the impact on the environment. This commitment

has enabled the introduction of BlueEFFICIENCY, for the first time in India, with the launch of

the E 350 CDI BlueEFFICIENCY vehicle in E-class. BlueEFFICIENCY is an agglomeration of numerous

advancements; for example: aerodynamics that reduce drag, lightweight materials, intelligent energy

management system, and improved energy-efficient power steering system. Each of these measures does its bit to reduce

fuel consumption, collectively offering substantial savings while reducing CO2 emissions by

up to 23%.

The unique advantage of MERCEDES

Mercedes provides its customers with a unique advantage where

the customer can get the price of cars of different segments in the host website…………………

………………………………and

GRACIAS