Got a tricky question? Receive an answer from students like you! Try us!

Differentiation and Communications Strategies: Mercedes Benz AG Case - Essay Example

College
Author : maximillian78
Essay
Marketing
Pages 12 (3012 words)
Download 1

Summary

This report will make a detailed analysis of the existing marketing strategies of the Mercedes Benz Company. Based on the analysis, recommendations were made for revamping company’s marketing communication and overall brand strategy and regain the lost market share. …

Extract of sample
Differentiation and Communications Strategies: Mercedes Benz AG Case

The report gives a comprehensive analysis of the marketing strategies of Mercedes Benz. Mercedes Benz is one of the most reputed luxury car brands in the world. The company has been ruling the segment for several decades until the aggressive strategies of rival brands Audi and BMW. Mercedes is now pulled down to the second position. Analysis says that the company will again be pulled to the third position by the rival brand Audi. What happened to Mercedes was the over reliance on market presence, brand value and experience. The marketing team believed that always brand value will sell the product. But when Audi and BMW utilized this weakness of Mercedes Benz for their strategy, Mercedes could not make a sudden makeover on the brand image. A perception of the brand that is built over for years is difficult to be changed with an immediate campaign. It is a gradual process. Mercedes is currently undergoing this process. It can definitely regain the lost market share if they properly identify the strategic areas that can help the company. The greatest strength of Mercedes Benz is its brand name. The company is a renowned luxury car brand with its market spread across most countries. A Mercedes car is the dream of any aspiring car buyer. The brand value that the company developed over the past 125 years has been a greatest contributor to its success. The second major strength of Mercedes Benz is its strong Research and Development facility. Mercedes has one of the world class R&D facilities and R&D teams among the major automakers. ...
Download paper

Related Essays

Integrated Marketing Communications
Various methods of communication such as billboard advertising and radio advertising and messages are linked together in a systematic and integrated manner. All promotional tools are harmonized together in the advertising chosen by a particular company. (Fill, 2009, p.5). Promotion tools include methods of advertising, personal selling, customer care relations, database marketing, consumer and sales promotional, sponsorship and public relations. These promotional tools aim at making the consumers aware of the products that the company is offering in the market and the benefits of using these…
6 pages (1506 words)
Integrated marketing communications
Due to an increase in amount of impressions required in order to make an impact, businesses are struggling to find the best method of creating awareness about their brand (Lamb, Hair, and McDaniel, 2011:41). The public seems oversaturated with messages in any one discipline. As such, businesses need to connect with their audience by use of multiple methods of communication. This paper will seek to address how Apple Inc. approaches its market and how it makes use of the integrated marketing communications concept. This multinational company, Apple Inc, deals with luxurious products such as a…
4 pages (1004 words)
Integrated Marketing Communications
Marketing Mix and its elements are said to be the initiator in the process of marketing the product. Promotion is amongst one of the key elements which form marketing mix. Different promotional activities include sales promotion, advertising, direct marketing, and personal selling. Apart from these sponsorship marketing, database marketing, interactive marketing and public relation also forms a major part of the promotional activities. IMC can further be summarized as the integration of marketing mix tools with the different tools of promotional activities that provides an organization the…
Integrated Marketing Communications Plan
Besides food, gift items are also sold by the business to the customers for their special occasions. It is essential for every business to market their products in order to boost sales. Marketing is vital for creating customer awareness and to pull the customers towards the commodity (Armstrong & Kotler 2005, pp.10). Strategies and Tactics Market Segmentation The primary target audiences of Ann’s Pantry are the families who belong to the elite class who can visit the place for recreational purposes and for celebrations such as private parties. The secondary target audience of Ann’s Pantry…
3 pages (753 words)
Integrated Marketing Communications Plan
As a matter of fact Argentina was the first place where TOMS Shoes were given out for free. In a period of only five years that TOMS Shoes has been in the market; the company has managed to sell over a million pairs of shoes. The company has not only sold out all those pairs of shoes but also it has given away freely almost an equal figure of shoes as part of the companies model of buy one get one free (one for one). TOMS shoes mission statement is to be a trendsetter with its stylish shoe variety as well as to be socially responsible through charitable missions. TOMS donates a pair of shoe to…
5 pages (1255 words)
Integrated Marketing Communications Strategy
Purpose of this paper This paper is a report to be submitted to Isla Driver, the North American Marketing VP of Zamda motors, a Japanese auto company, about the Integrated marketing communication project for the company to market its new variant of car the ‘2.2’ ‘two seated’ new small car in the Eastern Canada sales region. This report describes the marketing perspectives of IMC and examines the pragmatism of the IMC strategy for Zamda’s new market project with proposed budget and plan. Zamda has long been lagging behind the major market players Honda and Toyota, but the company…
5 pages (1255 words)
Comparative analysis of integrated marketing communications mix strategy for Mobile Services Providers: Vodafone vs. Your Chosen
Two major players, Vodafone and Virgin mobile have been selected for competitive strategy analysis. The major marketing strategy followed by Virgin mobile is cross-selling of mobile services to the existing base of customers. Vodafone, on the other hand, is engaged in luring new customers through various innovative campaigns, strategies and initiatives, apart from maintaining its current base of customers. With the help of the above analysis, marketing communication mix strategies will be developed for the competitor brand with the objective of increasing their competitiveness. The various…
12 pages (3012 words)