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Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki · Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki Introduction The following report attributes for the brand

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Page 1: Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki · Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki Introduction The following report attributes for the brand

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

Page 2: Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki · Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki Introduction The following report attributes for the brand

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

Page 3: Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki · Brand Architecture Report: Mercedes-Benz vs. Maruti Suzuki Introduction The following report attributes for the brand

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