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Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki
Introduction
The following report attributes for the brand architecture of the two major automobile
behemoths – Mercedes Benz & Maruti Suzuki. The major purpose of their selection is
that they compete in the same market i.e. four-wheeler automobiles and yet have very
different overall values and architecture. This report will mark the subtle differences in
the two brands in terms of their brand architecture and how these differences create
their consumer base i.e. market segmentation with respect to the customers they target.
Brand Architecture
An overview of the Brand Architecture can be captured by going through the brand
pyramids.
Brand Architecture for Mercedes-Benz
Brand Core/Essence-The Future, Elite
Brand Personality - Bossy, Swift, Innovative
Emotional Benefits - Pleasure of Belonging, Royal, Exclusive
Product Benefits - Safety during Accident, Reliable,
Accessories, Durable, Comforting
Product Attributes - Expensive, High-Prestige, Fast, Sophisticsted, Well-Engineered
Brand Architecture for Maruti Suzuki
Brand Comparison
Both the brands have the same market of competition i.e. 4 wheeler automobile with
both having command in their respective segment with high performance and integrity.
Despite of sharing the same market the segment of their sales are totally different i.e.
the target customers of the two differ to a great extent. Listening to “Mercedes Benz”
pops exclusiveness, luxury in everyone’s mind whereas “Maruti Suzuki” makes itself
through its simplicity and economical value.
The target segment of Mercedes is the elite, upper class people of the society as the
brand has proven out to be a veteran in providing luxury, high performance, vivid and
intrinsic technology. This brand creates a pleasure of belonging in its customers. There
are many others brands to choose from in this segment but Mercedes has a strong
Brand Core/Essence - Empowerment, Way of Life
Brand Personality - Novice, Common Man, Calm
Emotional Benefits - Trustworthy, Dream Fulfiller
Product Benefits - Good Mileage, Commendable
Service, Reliable
Product Attributes - Economical, Simple , Mass Production
customer retention and loyality. On the other hand Maruti Suzuki has an impression of
simplicity, affordable price and is generally termed as a common man’s brand having its
products in a wide range of price ladder. The main objective it serves is value for
money.
Mercedes Benz being a German company under the Daimler group has its presence all
over the world as the brand name has grown so widely and made its grip all over
whereas Maruti Suzuki being an Indo-Japanese company has most of its market spread
across India and exports mainly in European countries.
Due to the high pricing and greater amenities Mercedes can be termed as a
“Differentiated Product” giving it more of a “Customer Centric” edge whereas Maruti
Suzuki strives on its “Operational Excellence”. Hence, Benz is a high margin product
whereas Maruti is based on the volume sales and can be termed as a “Product
Centric”.
Brand Value
Interbrand ranked Mercedes Benz at the 9nth position with a brand value of a total
43,490 $m whereas Forbes ranked it at 20th position with a brand value of 26 $billion
making it one of the most powerful brand in the automobile industry. A judgment of its
brand value can also be made by looking at its gross revenue of 62 billion euros having
a great market spread over the globe. It had a total of 20 million unit sales in the
FY2015.
Maruti Suzuki a ruler of Indian market with a market share of around 49% having a
revenue of 8.7 $billion. It also has a great export market and sold about 1.1 million
vehicles out of India. Its total production output in the FY2015 was 1,429,248 units.
Comparing the above facts it can be concluded that as a brand Mercedes Benz takes a
lead in terms of Brand Value and overall presence. Maruti as a brand is mainly focused
on large volume sale across a limited geographical area whereas Mercedes has its
differentiated product all across taking an upper hand.
Sources Consulted
www.statista.com