NAME: JENIA RAHMAN
STUDENT ID: 20364072
Mercedes-Benz is a German automobile manufacturer and subsidiary of the German-based company
Daimler AG. Mercedes-Benz brand has become one of the most recognized automobile brands globally,
based on a deep history of luxury car manufacturing and efficient marketing strategies that has attributed
to its success worldwide. Throughout Mercedes-Benz's inception, the main marketing strategy has been
its focus on Luxury, the safety of its passengers, and the premium manufacturing of its cars. A feat
achieved through their own marketing strategies is the feel of exclusivity and reputation of quality of the
years that have been Mercedes-Benz's main selling point.
WEEK 01 CONTENTS:
TOPIC 1: WHAT IS MARKETED? - GOODS
How does the brand apply this?
Why does the brand apply this?
Physical good constitute of production and marketing
Tangible and physical product that marketers
effort
can market and sell.
TOPIC 2: DEMAND STATE
How does the brand apply this?
Why?
How to improve their practice?
Consumer tend to buy luxury car as
All luxury car have lower Through strategic plan to power the
Mercedes- Benz less frequently
resale value so does
company technologically and
causes declining demand.
Mercedes- Benz.
financially. (Storey, 2016)
After the COVID 19 global pandemic People interested for the Launching iconic brand product with
with global economy slowing down,
latest models with latest latest model and feature. (Digital
demand for luxury car slowing down. feature. (Storey, 2016)
Desk, 2019)
Customer
Markets
Consumer
Markets:
Business
Markets:
Global
Markets:
Marketplace:
TOPIC 3: KEY CUSTOMER MARKETS
How does the brand apply this?
Why does the brand apply this?
-Uses digital and social media with mix
of pain and owned media.
-Upper class consumer age of 25-40.
-Dealer with professional skill.
-Does not produces low price vehicle.
-Ensuring availability and reliable services.
-Helps to achieve higher revenue.
-To establish brand image.
-Developing country mostly cannot effort
-Direct customer-to-customer selling
-Pursue growth opportunity.
platform. (Brandequity 2021).
-Provide luxury experience.
Marketspace: -Documentary video approach.
-Gaining younger target customer.
-Social media channels.
-Passionate car driver.
TOPIC 4: CORE MARKETING CONCEPT
How does the brand apply this?
Why does the brand apply this?
Secret Need
-Leads the luxury segment of style & -To offer luxury experience
feature
Want
-Reliable and most advanced
-Satisfy the need
Demand
-Worldwide-developed countries.
-Satisfies consumer value (MERCEDES- -One priority and goal
BENZ WINS TOP AWARD FOR CUST...)
NAME: JENIA RAHMAN
STUDENT ID: 20364072
TOPIC 5: COMPANY ORIENTATION TOWARD THE MARKETPLACE-THE HOLISTIC MARKETING CONCEPT
How does the brand apply this?
Why does the brand apply this?
-Intelligent connectivity of system, sensors & algorithm
-To promote the well-being of passengers
-Infotainment system and adaptive comfort (Holistic
-healthy lifestyle and comforting assistance
concept for greater well-being...)
WEEK 02 CONTENTS:
TOPIC 1: COMPONENTS OF A MODERN MARKETING INFORMATION SYSTEM-DATA MINING
How does the brand apply this?
Why does the brand apply this?
-Clarify goals together through needs analysis
-Offer end-to-end solution for challenges
-Use various ETL tools for data cleansing & analysis
-Create the basics for individual
-Create machine learning algorithms and work model
requirements (Mayer, 2019)
(Mayer, 2019)
-To make derivations and reach decisions
TOPIC 2: THE MARKETING INTELLIGENCE SYSTEM
-Train and motivate sales force to involve with creation -To reach maximum amount of efficiency
of new cars (colebuffalo, 2016)
WEEK 03 CONTENTS:
TOPIC 1: BASES FOR SEGMENTING CONSUMER MARKETS MARKET- GEOGRAPHIC SEGMENTATION
How does the brand apply this?
Why does the brand apply this?
Region
-Economic condition to pinpoint
-Effectively reached and served
developed Countries
Density
-Urban areas
-Customer concentrated area
DEMOGRAPHIC SEGMENTATION
Age
-Online community “Generation Benz”
- Targets younger enthusiast
with age group of 20-39
Gender
-Both male and Female
-Fits with both gender
Income
-$40,000–$50,000 (Jim, Chicago
- Luxury car with excellence
Tribune)
Social Class
-Middle to upper class
-Targets rich people
Generation
-Used digital and social media to target
-To reach key influencer for brand
Millennials (Zoeller, 2021)
awareness and equity
PSYCHOGRAPHIC SEGMENTATION
Thinkers
-High end integrated technology and
-Motivates mature, mature and reflective
function with sustainability (Boss, J.n.d.) customer
BEHAVIORAL SEGMENTATION
User status
-Regular & heavy user
-high income class group uses regularly for
& rate
transportation
Loyalty
-high loyalty status by offering best
-Buyer appreciate prestige and luxurious
Status
product and services
WEEK 04 CONTENTS:
TOPIC 1: BRAND EQUITY MODEL- BRAND RESONANCE MODEL
How does the brand apply this?
Why does the brand apply this?
Salience
-“The best or nothing” (What Is the
-Represents what Mercedes-Benz stands
Mercedes-Benz Slogan?, 2017)
through everything they do.
NAME: JENIA RAHMAN
STUDENT ID: 20364072
Performance
-Integrated high technology feature
-Meets customer functional needs with
along with comfort and safety measure
quality, safety and power
-uses quality and refined material
Imagery
-Modern, Business class, Sense of
-Represents outright elegance and
Fashion and distinctive sleek style
modernity.
Judgement
-Highlight features through online film
-Customer attest top performance and
and encourage test drive. (Zara, 2019)
prestige
Feelings
-Gives a feel of superiority and success
-Connects customer emotionally
TOPIC 2: BRAND ELEMENT CHOICE CRITERIA
Meaningful
-The visual identity or logo
-Consumer can relates and recall
Likable
-“All in” for autonomous driving
-Aesthetic appealing
TOPIC 3: SECONDARY SOURCES OF BRAND KNOWLEDGE
Celebrity
-Celebrity testimonials or as a spoke
-to attain brand recall, recognize and
Endorsement person for the brand
offering in building reliability
TOPIC 4: BRAND POSITIONING BULL’S-EYE
Value
-Integrity, Empowered, Inspired,
- Establish customer insight for the work and
Respect, Commitment to Excellence,
action of the brand
Sustainable, Customer Focus (Ag, n.d.)
Visual
-A silver circle with a Three-Pointed star -Represent the power and strength of the
Identity
in the center. (Mercedes-Benz of
Daimler engines on the land, sea and in the
Henderson, 2019)
air
WEEK 05 CONTENTS:
TOPIC 1: KEY PSYCHOLOGICAL PROCESSES- MASLOW’S THEORY
How does the brand apply this?
Why does the brand apply this?
Esteem
-Promising customer for comfortable
-For consumer to feel prestigious, dominant
Needs
and luxurious lifestyle (Wysocky, n.d.)
and superior
TOPIC 2: THE BUYING DECISION PROCESS: THE FIVE-STAGE MODEL
Problem
-Rely on Maslow’s problem hierarchy
-Finds out what makes customer happy or
Recognition
of needs
unsatisfy on product(Donnelly & Peter, 2007)
Information
-Promote through commercial
-To get into consumers awareness,
Search
advertisement and gives Handling
consideration & choice sets (Kotler &
Armstrong, 2010).
experience through test drive
Evaluation of -Safety, quality, value performance,
-To make a choice in product selection (Peter
& Olson, 2010)
Alternatives design, technology & environment
Purchase
-At dealership or resale marketplace
-To complete customers’ purchase decision
Decision
with personalized help assist
Postpurchase -Develop membership to the MBs’ Club -Appreciation of belonging (Club Membership)
Behavior
-Available complain & help department
-To rectify dissatisfaction if any
TOPIC 3: FRAMING- MENTAL ACCOUNTING
Segregate
-Product design with multiple dimension -Fearless brand design with style &
Gains
to make it desirable to consumer
speed(Five reasons to buy a Mercedes-Benz)
The brand loyalty and brand awareness that Mercedes has acquired over the past years is admirable
and one that will most certainly contribute to Mercedes’ market growth
NAME: JENIA RAHMAN
STUDENT ID: 20364072
1. Mercedes-Benz Cars Model Plans and Production Outlook to 2020,
https://www.daimler.com/dokumente/investoren/praesentationen/daimler-ir-mercedes-benzstrategy-update-2020-presentation.pdf
2. Mercedes Says Demand For Luxury Cars Is Set To Pick Up After Slump
https://www.republicworld.com/world-news/rest-of-the-world-news/mercedes-says-demand-forluxury-cars-is-set-to-pick-up-after-slump.html
3. Why do Mercedes Benz have such a low resale value compared to Toyota?
https://www.quora.com/Why-do-Mercedes-Benz-have-such-a-low-resale-value-compared-toToyota
4. BrandEquity, E. T. (2021, August 13). “Marketplace”: Mercedes-Benz rolls-out direct customer-tocustomer selling platform. PTI. https://brandequity.economictimes.indiatimes.com/news/businessof-brands/marketplace-mercedes-benz-rolls-out-direct-customer-to-customer-sellingplatform/85293403
5. MERCEDES-BENZ WINS TOP AWARD FOR CUSTOMER SATISFACTION. (n.d.). Retrieved August 13,
2021,
6. What Makes Us Awesome? Our Customers! - Mercedes-Benz of Hagerstown Blog. (2018, January
19).
7. Holistic concept for greater well-being and fitness: Mercedes-Benz “Fit & Healthy”: Comfort is
becoming even more intelligent - Daimler Global Media Site. (n.d.). Retrieved August 13, 2021
8. Mayer, M. (2019, July 24). Focus: Data analytics - Mercedes-Benz consulting.
https://www.mercedes-benz-consulting.de/en/blog/data-analytics/
9. Colebuffalo. (2016, February 17). Mercedes – Benz Motivation.
https://colebuffalo.wordpress.com/2016/02/17/mercedes-benz-motivation/
10. Jim Mateja, Chicago Tribune. (1991, July 21). DEMOGRAPHICS SPELL OUT JUST WHO BUYS WHAT
CAR.
https://www.orlandosentinel.com/news/os-xpm-1991-07-21-9107130187-story.html
11. Zoeller, S. (2021, June 14). How to Use Marketing Segmentation: A Mercedes-Benz Success Story Stephen Zoeller’s Marketing Blog.
12. Marketing Segmentation of Mercedes Benz. (n.d.).
https://www.ipl.org/essay/Marketing-Segmentation-Of-Mercedes-BenzFKURNC3RJE8R#google_vignette
13. Ag, D. M. (n.d.). Our Core Values. Retrieved August 16, 2021, from https://www.daimlermobility.com/en/company/we-move-you/core-values/
14. Mercedes-Benz of Henderson. (2019, August 22). Mercedes-Benz Logo Meaning Explained.
https://www.mbofhenderson.com/mercedes-benz-logo-meaning-explained/
15. Zara, M. (2019, May 31). Mercedes Benz Brand Management and Corporate Identity.
https://www.urgentpaper.com/mercedes-benz-brand-management/
16. Wysocky, K. (n.d.). Mercedes-Benz builds a glamper van. Retrieved August 17, 2021, from
https://www.bbc.com/autos/story/20140710-from-mercedes-the-glamper-van
17. Five reasons to buy a Mercedes-Benz.
https://www.connollys.ie/news/five-reasons-to-buy-a-mercedes-benz/