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Integrated Marketing Communications: Differentiation and Communications Strategies
Pages 12 (3012 words)
Differentiation and Communication Strategies I. Introduction This report is a detailed analysis of the marketing communication strategies of Mercedes Benz AG. Mercedes Benz AG is one of the leading luxury car brands in the world. From being the pioneer in the automotive industry, the company has many innovations to its credit.
The rival companies BMW and Audi are selling more cars per year than Mercedes Benz. The recent sales reports of Audi show that it will soon overtake Mercedes-Benz as the world’s number two premium brand. Thus, the once number one brand is expected to be pushed to the third position. (MSN, 2011) The present marketing strategies of the company will have to be analysed in the light of existing competitive environment in the industry. There are various factors that affected the market share of Mercedes Benz. It includes factors like design, price, power, and various other consumer specific factors. This report will primarily deal with the role of marketing and communication strategies of Mercedes Benz. Mercedes Benz has always been very keen on introducing newer varieties of promotional methods for challenging the tough market conditions. The current marketing strategies cannot be concluded as a failure for the brand. To a major extend, it can be considered as a success as the sales have considerably increased. But the marketing and communication strategies of rival brands make it imperative for Mercedes Benz to analyse its current strategy. This report will make a detailed analysis of the existing marketing strategies of the company and will suggest the changes if any should be made on the same. II. ...
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