Mercedes-Benz Advertising Brief & Strategy

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Mercedes-Benz Advertising Brief & Strategy

By | November 2010
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Executive Summary
The following advertising brief outlines the intent Mercedes-Benz has to market and promote its E-Class Cabriolet. Mercedes-Benz is a well-known luxury car manufacturer that is part of the Daimler-Benz Company; it has built its reputation globally on a foundation of quality and exclusivity. The company's marketing teams across the different countries it sells in have been instrumental in cultivating its prestige reputation, and the company has successfully targeted upper middle class and upper class people in who are aged 40+ as its target market. In recent years, there's been an increase in the number and type of cars that have entered Mercedes-Benz's traditional niche, with the result that the company now competes against rivals BMW and new upscale models of Toyota's luxury car brand, Lexus.

This report is a promotional plan for the new Mercedes-Benz E-Class Cabriolet model and makes decisions based on the company's current marketing strategy and the positioning the new vehicle will take in the market. Mercedes-Benz manufactures and markets luxury automobiles through a network of dealers. Its different vehicle offerings include hardtops, convertibles, sedans, coupes and sports sedans. The company has a broad price structure, with models targeting the low end of the niche luxury car market (prices in the $30,000 range) and continuing to cars costing up to $100,000.

Introduction
Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks. Mercedes-Benz merged with U.S based company, Chrysler Corporation to become Daimler Chrysler in 1998. Daimler Chrysler was the parent company of Mercedes-Benz up until 2007 but is now owned by Daimler AG the German car manufacturer. Mercedes-Benz was first created by Karl Benz when he invented the first petrol-powered car, the Benz Patent Motorwagen, in January 1886 and later that year Gottlieb Daimler and engineer Wilhelm Maybach converted a stagecoach by adding petrol...