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.
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 engine.
The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company. Mercedes-Benz has been an innovative company in many ways inventing such technological and safety features as the airbag and ABS brakes. Mercedes is the world's oldest automotive brand still in existence today. (Mercedes-Benz, 2010)
Mercedes-Benz has struggled in the last few years against its competitors as the global economy has seen a decline in people purchasing automobiles. Mercedes aim to increase their product penetration among existing and new owners. The first step Mercedes are taking to penetrate the automotive market is to increase awareness of its brand and also create advertisements and marketing that will link with an additional market of younger adults. Mercedes goal is to develop distinct brand positioning for their E-Class passenger car product.
Whilst Mercedes-Benz is consistent with its brand image across the market sub-groups, the mindset and expectations of the target audience is very different for each car, based on the service and personality they expect. As a result of the target audience having a different perception of each Mercedes-Benz car class the repositioning and targeting of a younger market for the E-Class series will not greatly impact on the brand as a whole or the other car classes. For the Mercedes brand to successfully penetrate the under forty's market there needs to be different creative tonality and expression than any of the existing advertisements for Mercedes-Benz. Business Problem Defined
Mercedes-Benz has always been a brand, which resonates with an older and more mature audience, ever since it was introduced to the market. The problem that Mercedes is now encountering as a business is that its competitors are beginning to offer cars, which now target a younger audience and are being flaunted as sportier and cool, but still sophisticated...
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Lexus, 2010, Lexus, USA, viewed 8 June 2010, http://en.wikipedia.org/wiki/Lexus
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