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 The 3 stars on the corner represents Mercedes's
dominance in land, sea and air

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 Group members:

Aamir kaleem Butt 09210030

Jehanzaib Mirza 09210032
Hassan Javed 09210006
Muhammad Aqeel Zafar 08110611
Khuram Shahzad 09210003

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 Dedicated to:

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 Summary
• Mercedes starts in 1903
• First car was two cylinder engine with top speed
of 37 miles per hours.
• Total revenue of EURO 149.6 billions.
• Total employee 3,65,600
• It produced in 104 countries around the world.
• It sold in 200 countries

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 Summary
• Its total sales outlets are 13000.
• C-240 Sedan is Mercedes’s less expensive car but
fastest growing and most successful car.
• Main competitors are BMW, FORD and LEXUS

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 Mission
• Our philosophy is clear: we give of our best for
customers who expect the best - and we live a
culture of excellence that is based on shared
values. Our corporate history is full of
innovations and pioneering achievements; they
are the foundation and ongoing stimulus for our
claim to leadership in the automotive industry.

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 Business Background
• In January of 1886, Karl Benz revealed the world's
first automobile
• A three-wheeled vehicle dubbed the Benz Patent
Motor Car
• Gottlieb Daimler and his chief engineer Wilhelm
Maybach rolled out a four-wheeled vehicle
powered by his Daimler engine.
• The first Mercedes was crafted in 1901.

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 Business Background
• After Daimler's death car named as Jellinek's daughter,
Mercedes.
• In 1926, the companies founded by Daimler and Benz and
then Mercedes-Benz brand was born.
• Company launch of the Mercedes-Benz 600 in 1963
• Mercedes-Benz vehicles got the partnership with AMG in
the 1990s.

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 Mercedes Benz Type Production: Length: Weight:
Years Inches Pounds

Product Description Mercedes-Benz 770 1930-37 210 6000+

Grosser

Mercedes-Benz 1933-1939 185-205 4500-5100

380K/500K/540K

Mercedes-Benz770 1938-1940 246 7600-8100

Grosser

Mercedes-Benz Type 300 1951-1962 195 3860-4400

Mercedes-Benz Type 1952-1958 186 3600

300S/Sc
Mercedes-Benz 300SL 1954-1963 180 2750-3000

Mercedes-Benz 190SL 1955-1963 169 2515

Mercedes-Benz 1959-1971 192 3330-3650

Coupe/Cabriolet
Mercedes-Benz Type 1963-1980 218-246 5445-5820
600
Mercedes-Benz 1963-1971 169.5 2855-2900
230/250/280SL
Mercedes-Benz 1967-1972 196.9 4010
300SEL 6.3

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 >>

CLK-Class CLS-Class-2007
4
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Class-A CLS-Class

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 Competitors

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 Competitors

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 Competitors

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 SWOT Analysis
• Strengths:

1. Worldwide Brand Name

2. High Quality and Superior Engineering Products
3. High Safety Concern
4. Effective Channel of Distribution
5. After-Sales Services
6. Innovations

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 SWOT Analysis
• Weakness :

1. limited product life

2. comparatively high price

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 SWOT Analysis
• Opportunities :

1. Competition level
2. Rising income of target market

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 SWOT Analysis
• Threats :

1. Rising raw materials costs

2. Government bureaucracy
3. Natural disasters
4. Insufficient power
5. Poor infrastructure
6. Smuggling

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 Marketing Strategy
1. Target Market:
has built its reputation in the United States on
a foundation of quality and exclusivity. The
company's marketing program has been
instrumental in cultivating this reputation, and
the company has successfully targeted the
upper middle class and upper class as its
target market.

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 Marketing Strategy
2.Positioning:
First sell an idea about that car. Mercedes Benz sells
their ideas through promotion and advertising.
Mercedes Benz wants to change the perception of
their brand at the personal level and reposition their
brand so that they are more appealing to young
professional men of all ethnicities. Secondly,
Mercedes Benz is communicating to its target
market the idea that they are a more approachable,
personal, fun, and energetic brand

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 Marketing Strategy
• Product, Branding:
Mercedes-Benz manufactures and markets luxury
automobiles through a network of dealers within
the United States. Its cars are sold throughout
the world; within the United States, the company
focuses on the luxury car market. Its offerings
include
• Hardtops

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 Marketing Strategy
• Convertibles
• Sedans
• Coupes and
• Sports sedans

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 Product/Service Mix
1.Pricing Strategy:
Mercedes-Benz target market is upper class which is
always ready to pay higher prices for the products, the
price strategy of Mercedes-Benz is not only according to
such class but also considered more than such class.
Mercedes-Benz is world famous company which is not
popular just because of its higher quality and prestige
products but also because of its higher prices in the
whole world.

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 2.Advertising Strategy:
due to increase competition in the luxury car
industry and changing consumer attitudes
about the Mercedes Benz brand that strategy
has changed. Now their marketing strategy is
more life style oriented and is focused more
on presenting the more fun loving,
approachable, and energetic side of
Mercedes Benz.

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 3.Sales Promotion strategy:
Its new compact sport utility vehicle, the $33,900 GLK,
launched in January and already leads its category. It has
sold more than twice the number of vehicles this year as its
closest competitor. Both successes have a lot to do with
Mercedes’ fierce defense of its brand, according to Steve
Cannon, vice president of marketing for Mercedes-Benz
USA. In short, Mercedes is not succumbing to the
temptation to cut prices.

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 Risk Analysis and Planning
1.Description of Risks:
The first risk is competition with The BMW. No doubt
The Mercedes-Benz is very to unique to its competitots,
its marketing approach, pricing, advanced technology,
dashing new models and customers’ loyalty differentiate
it from others but BMW is the one which creates the
completion very tough for Mercedes-Benz and very
similar to of Mercedes-Benz.

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 3.Research & Development
The Mercedes-Benz is one of such top class companies
which spend a huge amount for its research and
development program. Its current strong brand position
is because of its R & D program. Now, different and new
models are being lanced by the company including total
electrical model is the result of its efforts on its R & D
program.

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 3.Marketing Research:
• To retain the customer, the best way is to find all
such needs and improvements and
• features the customers are looking for. For this,
research is conducted with every
• short interval, which enables Mercedes-Benz to work
on to develop and launch new
• models with new features.

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 Model August August %age 2008 2009 %age
2007 2008
Sales Record C-class 4652 4565 -1.9 366184 32533 11.2
E-class 3955 3718 -6.0 29191 29154 0.1
S-class 2427 2467 1.6 17537 20244 -13.4
CL-class 54 352 551.9 2395 435 450.6
SL-class 713 485 -32.0 4403 6356 -30.7
CLK-class 1061 1372 29.3 10381 11878 -12.6
SLK-class 834 526 -36.9 5671 7921 -28.4
CLS-class 925 713 -22.9 5458 7213 -24.3
R-class 1698 1033 -39.2 8899 12855 -30.8
M-class 2312 3062 32.4 21012 19084 10.1
GL-class 1894 2615 38.1 15957 9002 77.3
G-class 77 72 -6.5 718 453 58.5
Grand Total 20602 20980 1.8 157806 157128 0.4

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 Shahnwaz Ltd. LAHORE

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 Thanks for Interest!

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