작품번호: PW19-1006
‘What’s Your Class? ’
Young and Female targeted Brand Communication Strategy
Mercedes–Benz
Contents
1. Market analysis
I. Situation Analysis
2. Consumer Analysis
3. Product Analysis
4. Conclusion
1. Brand Analysis
II. Brand Communication
Strategy
2. Brand Core Identity
3. Communication Program
1. Marketing Object
III. IMC Strategy
2. Marketing Strategy
3. IMC Program
1. Market Analysis (1)
I. Situation Analysis
Mercedes-Benz M/S
Imported Car
100%
20000
90%
80%
15000
70%
60%
10000
5000
Imported
Car
50%
(Source : KAIDA)
30%
L exus
MB
40%
BM W
(Source : KAIDA)
20%
10%
0%
0
1998
1999
2000
2001
2002
Market of Imported Car in Korea is
growing more than 200% every year
( Battle field of Imported car)
Chance!
in time
2000
2001
2002
World No.1 brand Benz’s M/S in Korea
is going down to No. 3
(No.1=BMW, No.2=Lexus in 2002)
Crisis!
Falling M/S in Expanding Market
of MB
1. Market Analysis (2)
M/S
I. Situation Analysis
M/S in Compact Sedan
by size
by brand
1
0.9
0.8
2000
0.7
3 Series (BMW)
0.6
0.5
Luxury Sedan
0.4
Medium Sedan
0.3
0.2
Compact Sedan
(Source : KAIDA)
C-Class (MB)
2001
New Beetle
(VW)
etc
2002
(Source : KAIDA)
0.1
0
1998
1999
2000
2001
2002
Chance!
0%
50%
100%
Crisis!
The Market of Compact Sedan
is emerging as
valuable market
Falling M/S
of C-Class in Compact Sedan Market
Necessity of Active Marketing
for Compact Sedan of Benz
소형차 소비자
분석 Sedan (1)
2. Consumer Analysis
of Compact
I.Situation
SituationAnalysis
Analysis
Consumer Analysis 1
Age structure of
Awareness of
possible consumers
Compact Sedan
in Compact Sedan market
in Young Generation
45
40
MB
35
VW
BMW
30
(Source : 100 group
Questionnaire 1)
25
20
2000
2002
(Source : MB Korea)
Chance!
Crisis!
Expanding to the Young Generation
(Import car first started as a Luxury Sedan)
Young people are unaware of
our new C-Class models
(Dominant S-Class, E-Class image)
Necessity of Marketing to attract
Young Generation
소형차 소비자
분석 Sedan (2)
2. Consumer Analysis
of Compact
Consumer Analysis 1
I.Situation
SituationAnalysis
Analysis
Sex Distinction
Model M/S
in Compact Sedan
in Female Market
2000
BMW 3
2002
Female
VW NB
Male
etc
MB C-Class
(Source : BMW Korea)
(Source : BMW Korea)
0%
50%
100%
Chance!
Crisis!
Current Expansion of Female Consumers
Female prefer 3 Series than C-Class
(New Beetle in 2nd place)
Necessity of Integrated Marketing Strategy
to attract Female
소형차 소비자
분석 Sedan
3. Product Analysis
of Compact
I.Situation
SituationAnalysis
Analysis
Consumer Analysis 1
Mercedes-Benz
C-Class
BMW
3 Series
318i
-1,800cc, Best Sold Model
320i
-2,000cc Best Selling Model
325i
-2,500cc
330i
-3,000
325Ci
-2,500cc, Convertible Model
Volks Wagen
New Beetle
New Beetle STD
-2,000cc
Old Beetle Model
Redesign
New Beetle DLX
-2,000cc
Deluxe Model
Lexus
IS Model
Model
C 180
-2,000cc, Cd 0.26, Best Selling
Model
C 200K SC
-2,000cc, Sport Coupe
Kompressor Model
C 240
-2,600cc
C 320
-3,200cc, Dynamic Performance
Model
CLK 240
-2,600cc Stylish Coupe Model
IS 200 S
-2,000cc
IS 200 L
-2,000cc
Upgrade Model
Price
4,600~7,900 (x10000 won)
4,700~7,300
2,980~3,290
3,980~4,250
Advantage
Reasonable Price, High
Performance, Stylish
Reasonable Price, High
Performance
Cheap Price, Stylish
Relatively Cheap
Disadvantage
Low Awareness
Similar Models
Low Performance
2 Model Choice
(Source : F.G.I.)
False
True
“C-class is expensive”
“There is no young, dynamic C-class”
“BMW is No.1 in KOREA”
“Benz C-class has price competitive”
“Benz C-class has young and innovative
Coupe, Sport car, Kompressor ”
“Mercedes-Benz is No.1 in the world”
C-Class has Competitiveness.
If people know our C-Class,
We Can Win This Game!!!
4. Conclusion of Situation Analysis
Chance
Market
Consumer
Product
I. Situation
Analysis
Situation Analysis
Crisis
in time
of Benz
Remarkable expansion of
Compact Sedan Market
Low M/S of
Compact Sedan of Benz
Increase of
Young Generation & Female
Consumers
Low awareness of C-Class
by Young Generation & Female
Consumers
Actually, Benz C-Class has price competitive
and young and innovative models as a world no.1 brand.
1. Develop Benz Brand Image
to meet the unique needs of
Young Generation & Female Consumers
+
2. Increase Actual sales
of C-Class
II. Brand Communication Strategy
II. Brand Communication Strategy
Long Term
Strategy
1.
2.
3.
Brand Analysis
Brand Core Identity
Brand Positioning
Emphasis of
Benz Brand Image
소형차 소비자
분석
1. Brand Analysis
(1)
Consumer Analysis 1
II. Brand Communication
Situation Analysis
Strategy
Brand Awareness of each class
17% 43%
2003 Objective
2002
Compact
17%
Compact
Midium
Midium
Luxury
0
20
Lexus
BMW
40
60
Luxury
Mercedes-Benz
(Source : 100 group
Questionnaire 1)
0
20
Lexus
Relatively weak awareness in compact sedan
 Imported car = Luxury car
BMW
40
Mercedes-Benz
Balanced awareness in every sedan
 Imported car = Alternative choice
Mercedes–Benz
Dominant image of ’S-class’
Weak ‘C-Class’ awareness
60
Increase ‘C-Class’ awareness
Balanced acknowledge
II. Brand Communication
Strategy
I. Situation Analysis
1. Brand Analysis (2)
Major competitor Brands Image
Mercedes-Benz
BMW
Lexus
Daimler Chrysler
Ford
Slogan
‘It’s now or never’
‘Driving pleasure’
‘Overwhelming
Passionate’
‘Open Mind’
‘No Boundaries’
Strong
Best on Wheels
Innovative,
Young, Rational
Young, Innovative
Rational, Friendly,
Young
Cheap, Friendly
Old, Conservative,
Expensive,
S-class Image
No.2,
Lack of Originality
Faithless,
Domestic
Awareness
General,
Mid-class
General,
Mid-class
Weak
-Luxury Brands has Young, Innovative image
(Source : F.G.I.)
-Mid Brands shows Friendly, Cheap and General image
Mercedes-Benz
frendly
100
‘friendly’
50
expensive
innovative
‘innovative’
0
‘young’
image of best
BMW
‘best’
‘expensive’
young
Lexus
Mercedes-Benz
definitely lack !
definitely enough !
II. Brand Communication Strategy
2. Brand Core Identity
Friendly, Innovative, No. 1
1. Approach : Minimize Non-awareness
Minimize
Non-awareness
Friendly
-Satisfying your various needs
(C-class, CL, CLK, SL, SLK, M)
-Young eye-leveled, Compact Sedan target
-Always near customer
2. Build-up : Minimize Non-preference
Minimize
Non-preference
Innovative
Maximize
Preference
-Complement Lacking Image
-State-of-the-art machine manufacture
-Dynamic-innovative Designer
No. 1
3. Differentiate : Maximize preference
-‘best on wheels’ from all around the world
-Best Car, Best Driver from every each class
friendly
innovative
“What’s Your Class?”
Strategy
No.1
2. Brand Core Identity
II. Brand Communication Strategy
“What’s your class?”
Strategy
What’s Your Class?
Symbolic Question
‘there are various class
in Benz’
Me? The First Class..
Emphasis of
No.1 Brand Image
of Benz
Oh.. I’m C-Class!!!
Actual Friendly &
Innovative class
of Benz
A Simple Dialogue
that shows consumers
that they can have great chance
to choose the No. 1
of their own class.
1.First Class=C-Class
2.Repeat of word ‘Class’
3. Communication Program
II. Brand Communication Strategy
Brand Image Positioning
Advertisement
Program
Core Identity
Friendly
PR Program
Innovative
No. 1
WWW
Program
Sponsorship
Program
Event
Program
3. Communication Program
II. Brand Communication Strategy
Media Program I
1.Concept
Every each class has a first class.
We offer consumer’s various needs.
Be a first class father, first class banker, first class designer.
Advertisement
Program
“What’s Your Class?”
“I’m First Class Designer”
“And I’m C-class!”
Sponsorship
Program
2.Model : A Young, Creative success from each class
(ex, Good Father, Banker, Designer)
3.Strategy :
-By asking your class
 Decide your MB class and Strengthen the awareness
-By saying First Class
 Show the model is a success
-By specifying the Class
 Recognize MB has every Class for every success
1.Fashion Show (2003 Spring, Nix in Mercedes-Benz)
-For Young and Woman, One definite way to express is by clothing
-Attract Young Peoples attentions by launching our brand through fashion show
-Young, Trendy clothing brand  Nix (COAX), Calvin Klein
2. Rock Concert (Benz Concert)
-Another way for Youngsters to show their passion
-Powerful Rock group has enough reason to move massive people’s mind
-Passionate, Friendly Rock Group  World Cup Hero “Yoon Band”
3.F1 Racing (Benz Racer)
-Racing track is the very place where people gather together with
one big reason = Car
-They are looking for Innovative, Dynamic vehicles and we are ready to reveal
our new car
-The biggest racing in Korea  F1 Racing
3. Communication Program
II. Brand Communication Strategy
Media Program II
PR program
MB Place (‘C-class Place Apgujung’)
-Open a Mb place by each class  C-class place, CLK place, M-class place
-Each MB place could be the relax, waiting place
-The people who visit this place is open minded, killing time
-We can give our new MB issues or MB games
-We offer the convenience, they find MB friendly.
Event
Program
Open Car event (‘What’s your class?’ event)
-To get familiar direct into customer’s mind  “Take a ride! Make your class MB”
-Exhibit each class of MB on crowed place, young people’s gathering place
-Seeing it is far better than hearing it!
-The more they gather, the better they see it  Apgujung Rodeo Street, Samsung-Mall
WWW
Program
Open separate Mercedes-Benz web site!
-We don’t bound our customer’s various needs and interest into just one ‘mercedes-benz.co.kr’
-Segmented customers will be our Segmented target itself!
-Benz-Teenager.co.kr : Kids are Potential Target & could affect the whole family’s MB Brand Image
-Benz-Girl.co.kr : By the social demand, there are also the big target and still increasing
-Benz-Leisure.co.kr : 5 day’s a week working day is creating a new trend of Weekend Leisure sport.
III. IMC Strategy
III. IMC Strategy
Short Term
Strategy
1. Marketing Object
2. Marketing Strategy
3. IMC Program
Benz C-Class
Sales Increase
1. Marketing Objective
III. IMC Strategy
2003 C-Class
Marketing Objective
2001
1st
BMW 3 Series
2003 Objective of C-Class Marketing
2002
235 cars
BMW 3 Series
885 cars
2nd
MercedesBenz
C-class
185 cars
Volkswagen
New Beetle
388 cars
3rd
Volkswagen
New Beetle
182 cars
MercedesBenz
C-class
Less than
388 cars
2003
Mercedes
-Benz
C-class
Expectation
:1770
cars
Goal
sales
:1770 cars
Ranking #1
Compact Sedan
M/S 31%
Ranking #1
(Source : KAIDA)
Final Goal Sales
for our Core Target (Young Generation, Female)
in 2003
1200
1770
cars !
2. Marketing
Strategy (1)
2. Market
Segmentation
III. IMC Strategy
Market Segmentation
Consumer of
Compact sedan
Young Generation
Female
Preference
Young and Innovative Style
High Quality + Compact size
Market
Segmentation
Rich Boys
Ability
Groups
12%
88%
Bigger model
Preferred
Rational
Consumption
Niche Target
Core Target !
Career
Women
House
Women
64%
36%
Good Economic
Strength,
Self-Confidence
Rational Consumption,
Lack of Information
Core Target !
Sub Target !
2. Marketing Strategy (2)
III. IMC Strategy
Product Positioning
Question
Mark
Star
C 180
C 240
C 320
C 200K SC
CLK 240
by BCG Product Portfolio
Question
Mark
Star
Star
C 240
C 200K SC
C320
CLK 240
C 200
Cash
Cow
Dog
Old ladies favorite model C200 is no longer
Manufactured, New C-class model entry
C 180
Cash
Cow
C 200
Dog
Young Ability group and Career woman targeted
models C240,C200K SC will be core product
and C320, CLK240 will be the following
C 240, C 200K SC to be the Star Product !
2. Marketing Strategy (3)
Star Model
III. IMC Strategy
from BCG Product Portfolio
Woman Star !
Young Star !
C200K Sport Coupe
C240
Rhythm+Performance+Open
Compact+Powerful+Safety
49,900,000 Won
Rear Spoiler
Panorama Sun-roof
Clear Top
60,900,000 Won
Delicate Interior
Super Charger +2,200RPM
5 step Safety
Young, Innovative C Model
Compact, Dynamic C Model
Young, Innovative, +
and Dynamic Design
Compact + Competitive
price
size
Activate IMC
with C200K SC and C240
3. Communication Program
III. IMC Strategy
C-class Marketing Program
Sales
Promotion
Core Target
Ability Groups
PR Program
Career Woman
House Woman
Sponsorship
Program
Facility
Program
Event/Show
Program
3. IMC Program
III. IMC Strategy
IMC Program Time Table
‘03
Sales
Promotion
Strategy
Jan
Feb
Mar
Offering Profit
for purchase
of Female
Young & Female
Sampling
Basic Facility
Event
Sponsor
PR
Apr
May
Jun
Jul
Offering Profit
or purchase
of Youth
Autobahn Tour
for selected
Benz Purchaser
C 200K, C 240
Aug
Sep
Oct
Nov
Dec
Winter Safety
Education
for
Female/Youth
Movie Location
Tour
where C-class
was used in Movie
for selected
Benz Purchase
24 Hours a Day Repair & Maintenance System
Calvin Klein
Fashion Show
sponsored by Benz
‘Benz Fever’ Concert
of Yoon’s Band
sponsored by Benz
Christmas Concert
of YoYoMa
Sponsored by Benz
Award Female/Youth
as C-Class of the Year