MERCEDES BENZ

Amit Malhotra Ankit Sapra Hari Arvind 2k12a10 2k12a55 2k12a24

Apeksha Raina
Shikha

2k1263
2k12a65

SYMBOL

The star in three corners represents the Mercedes-Benz dominance on land, sea and air.

AGENDA
In this presentation we are mainly focus on 4 aspects of branding as far as MERCEDES-BENZ is concerned.
Brand Awareness

Perceived Quality
Brand Loyalty

Brand Association

INTRODUCTION

 Entered in INDIA in 1994. Earlier named MERCEDES-BENZ and after merger named DaimlerChrysler.

In 2007 again renamed Mercedes-Benz India.

Mercedes-Benz India is a 100%-owned subsidiary of Daimler AG. The company is based in Pune, Maharashtra.

Mercedes-Benz India currently has 31 dealerships and 41 service stations across 31 cities in India.
Commercial vehicle plant is situated just outside CHENNAI and passenger car plant is in PUNE. Deals in Cars , Trucks and Passenger buses.

ASSETS OF BRAND

BRAND AWARENESS
Promise best or nothing Benz aims at providing the best quality, technology, luxury and safety.

BRAND RECOGNATIONIn INDIA Mercedes-Benz is recognized by its mainly 3 aspects which are

Safety

Class

Quality
BRAND RECALL PRODUCT CLASS
Consumers always recall Mercedes as a luxury segment product.

Creating awareness
A very unique way to do its brand promotions in INDIA comparing it with rest of the world . The sales team which does a lot of promotional events. In India they mainly focus on Print advertisement rather than other sources of advertisement.

PERCEIVED QUALITY
Mercedes has a combination of many attributes that makes the difference. The deciding factors include the appearance of the materials and how they feel, intuitive understanding of control functions, a feeling of well being, the precision of finish and internalconsistency of the design, the variety of features provided and the impression of solidity.

Taken together, these factors create a rewarding feeling that customers have obtained good value for the purchase price, enabling them to experience lasting pleasure and satisfaction.

BRAND LOYALTY
In case of brand loyalty, quality and reliability is cited more often by Mercedes-Benz loyalists as a reason for returning to the brand. Reasons given by brand loyalists, as to why they stand loyal to Mercedes-Benz 1.Quality/reliability

2.Driving performance
3.Price/finance/value 4.Styling/design

Three reasons why luxury car buyers decide to switch to Mercedes-Benz Price/finance/value Size/body style Time to change Benz has historically outperformed in the luxury segment, has above average rates of owner loyalty

1.
Mercedes-Benz 57.3% 2. BMW 52.3% 3. Lexus 46.6% 4. Cadillac 43.5% 5. Audi 42.2% 6. Aura 39.7%

BRAND ASSOCIATION

PRODUCT ATTRIBUTES ATTRIBUTES-Mercedes suggests expensive, well-built, well-engineered, durable, high prestige, high value. VALUES-Mercedes stands for high performance, safety, prestige CULTURE-The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality. Benefits: Customers are not buying attributes, they are buying benefits. Attributes need to be translated into emotional and functional benefit, I am safe in case of an accident. CELEBRITY - Just dont stick to one celebrity. - Different celebrity for different segment cars. - From Sportsman , Businessmen to Bollywood endorse Mercedes benz. - Sponsorship in events