Mercedes-Benz
Transcript: Promotional Strategies in theUS vs. EU TV Ads Vario vans segment, not in the US but very popular in Europe January of 1886- Karl Benz unveiled the world's first automobile, a three-wheeled vehicle dubbed the Benz Patent Motor Car. In 1901- First Mercedes car Car was named after Jellinek’s daughter, Mercedes. In 1926 the Mercedes-Benz brand was born. Segments Mercedes Benz Bus US vs EU Segmentation&Positioning “The future right before your eyes” Production and Distribution Strategies The Mercedes-Benz Product Line Today´s F1 Drivers An American Focus Economic Climate Due to Mercedes opening production in over 20 countries worldwide, the company has much flexibility when it comes to manufacturing Meeting the needs of each country´s regulations Coping with differences in driving terrain -In the US Mercedes manufactures vehicles focusing more strongly on straight handling -In Europe, manufacturing takes into consideration the narrow streets and small flexibility with parking Handling focuses strongly on cornering vs. relatively straight driving Focuses on higher income levels but has many options for lower income levels Has a wider variety of Business to Business Selling when dealing with their Trucks, Buses and Vans Smart Cars appeal to people with a higher environmental need Expanded their product line from lowest (Bikes) end to highest (McLaren/Popemobile) end. Segmentation: United States Mercedes Benz USA named one of the “100 best companies to work for” by FORTUNE magazine European Market “Precision and Drive” Mercedes-Benz is the Official Vehicle of the most recognized tournaments in the game of golf International industry leader in automobile safety Mercedes is the world's oldest automotive brands still in existence today. One of the frontline European car brands Motor Sports Product Price Promotion Place/ Distribution Units Sold Mercedes-Benz has dealerships worldwide aiming to make as many vehicle classes available in as many locations as possible Popemobile Euro Cars Bus/ Vans Passenger Cars Practical engineering Mercedes Trailblazer Legal, Political and Economical Environment Wide variety of products Making it especially easy to enter a wide variety of markets introducing both similar and entirely different classes of vehicles. Mainly Mercedes Benz is known worldwide for its variety of car models: Differences in Manufacturing US vs. EU Products 348 dealerships in USA Positioning & Segmentation Today AMG line (performance models) make up about 10% of sales for MB in USA. About the Company The US usually focues on the high end range of engines. Diesels are an exception and a major factor in manufacturing mercedes in Europe. in the sense that the 400CDI or 420CDI have not been available in the US. For the most part, The models themselves have relatively few differences. Availiability of products in Europe compared to what is available in the US is due more towards image and the consumers wants Luxury vs. Practicality In both segments Mercedes-Benz has maintained a reputation for its quality and durability USA : total US unit sales for MB in 2007 were 253,316 and in 2008 sold 225,128 vehicles A New Era for driving Only focuses on the highest income level for all their cars Very few environmentally friendly cars have been introduced in this market Current position in the market continues to create a high demand to be a part of the Mercedes Status Used Mercedes are popular, but status felt stronger if bought new from a sales lot Mercedes originated in Germany and still focuses much of its manufacturing in its native environment In addition to Germany however, Mercedes-Benz vehicles are also manufactured or assembled in: 2,790 Euros or $4,412 US Dollar McLaren SLR Argentina Canada Iran Mexico Thailand Austria Egypt India Nigeria Turkey Bosnia Ghana Indonesia South Africa United Kingdon 20,000 people work at Sindelfingen in Germany About the Company Mercedes in the USA is definitely seen as a status symbol About the Company Luxury Automobiles Luxury SUV Passenger Cars Status symbol Marketing Mix World Cup in South Arica “FIFA Fever” Economic environment in USA vs Spain, Germany (Europe) During 2009, Mercedes-Benz delivered 1,012,300 vehicles to customers “Beauty, Design and Innovation” platform for supporting the fashion industry while advancing the ideals of design leadership, luxury, and quality craftsmanship. SUV’s very popular in America, not so much in Europe European’s want smaller more efficient cars Median household income for a buyer is $170,004, average age- 53 Sedans & Coups SUVs & Crossovers Roadsters & Supercars MB manufactures and assembles in 20 countries Positioning: United States Positioning: European Countries In Europe Mercedes means safety and technologically advanced vehicles and very quality conscious company’s reputation for being socially responsible is among the most important considerations for car buyers “The best or nothing” Political Environment “best place to work in New Jersey”
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