Documente Academic
Documente Profesional
Documente Cultură
Brand
Audit
By:
Eyad
Almasri
Table
of
Contents
Company.
3-4
Key
Personnel..
5
Logo
History..
6
Financial
Data..
7
Annual
Report..
8
Category
and
Competition..
9
Products
Within
Category.
10
Brand
Analysis
11
Consumer
Profile.
12
Advertising
and
Marketing
13
Media...
14-15
Promotions....
16
Internet
and
New
Media..
17-18
Brand
Value...
19
Research..
20
Recommendations
21
References
22-23
2
Company
Mercedes-Benz
is
a
German
automobile
manufacturer
and
a
multinational
division
of
the
German
manufacturer
Daimler
AG.
The
headquarters
is
located
in
Stuttgart,
Baden-Wrttemberg,
Germany.
The
name
first
appeared
in
1926
under
Daimler-Benz,
but
traces
its
origins
to
Daimler-Motoren-Gesellschaft's
1901
Mercedes,
which
is
widely
regarded
as
the
first
automobile.
As
part
of
the
Daimler
AG
Company,
the
Mercedes-Benz
Cars
division
includes
Mercedes-Benz
and
Smart
car
production.
Mercedes-AMG
became
a
majority
owned
division
of
Mercedes-Benz
in
1999.
The
company
was
integrated
into
DaimlerChrysler
in
1999,
and
became
Mercedes-Benz
AMG
beginning
on
January
1st,
1999.
Daimler's
ultra-luxury
brand
Maybach
was
under
Mercedes-Benz
cars
division
until
2013,
when
the
production
stopped
due
to
poor
sales
volumes
(Ren,
2008).
As Germany's automotive pioneer, Mercedes always introduces new models of cars. Recently under its brand The
Best
or
Nothing,
Mercedes
witnessed
a
record
14
percent
increase
in
sales
worldwide,
with
a
9.5
percent
increase
in
the
United
States
(Mercedes-Benz's
largest
market)
alone.
The
profits
accrued
from
the
E-Class
models,
CLA-Class
Coupe,
and
GLA-Class
SUV
models
were
recently
boosted,
as
a
result
of
attracting
younger
consumers.
Mercedes
has
also
observed
a
notable
increase
in
demand
is
the
S-Class
line
that
has
gone
up
60
percent.
The
brand
also
owes
much
of
its
recent
success
to
continual
innovation
and
its
commitment
to
new
products
and
services,
as
the
company
plans
to
release
30
new
models
by
2020.
3
Company
(Continued)
The
Mercedes-Benz
brand
was
born
under
a
lucky
star.
The
current
trademark
comprising
a
three-pointed
star
in
a
laurel
wreath
was
created
in
1925
in
time
for
the
merger
between
Daimler-Motoren-Gesellschaft
(DMG)
and
Benz
&
Cie.,
which
together
became
Daimler-Benz
AG
in
summer
1926
(A
star
is
born,
2014).
The
three-pointed
star
now
used
as
the
Mercedes-Benz
emblem
is
one
of
the
most
recognizable
brand
icons
in
the
world.
According
to
company
lore,
Daimler
founder
Gottlieb
Daimler
first
used
the
three-pointed
star
to
mark
his
home's
place
on
a
picture
on
a
postcard
he
mailed
to
his
wife.
He
told
her
the
star
would
someday
shine
over
his
factories.
His
sons
purportedly
suggested
the
use
of
the
starwith
one
point
each
standing
for
the
engines
the
company
would
build
for
land,
sea,
and
airin
the
early
twentieth
century
after
the
success
of
the
first
Mercedes
car
and
before
the
merger
with
Patent
Motorwagon
(Encyclopedia
of
Major
Marketing
Strategies,
2013).
4
Key
Personnel
Logo History
(Mercedes-Benz
Three-Pointed
Star,
2014)
Financial Data
Annual Report
The major competitors of Mercedes-Benz are BMW, Audi, and Volvo, as they provide similar luxury features at comparable
prices.
The
industry
leaders
(or
major
players)
of
the
automotive
industry
are
currently
Toyota,
Daimler
AG,
General
Motors,
Honda
Motor,
and
BMW.
One
of
the
major
seasonal
factors
in
the
automotive
industry
that
increases
sales
is
when
a
new
model
comes
out.
People
usually
wait
until
a
new
model
is
out
and
purchase
the
previous
model
for
a
cheaper
price.
Regional
factors
depend
on
the
location
and
since
Mercedes-Benz
is
a
global
company,
there
are
no
specific
factors.
The
most
common
legal
issue
in
the
automotive
industry
is
the
safety
of
the
vehicle.
Car
manufacturers
are
held
liable
for
any
injuries
that
happen
due
to
a
defect.
9
According to The Wall Street Journal, Mercedes-Benz market share sales in November 2014 were 2.9%. Mercedes-Benz
reported
November
of
2014
as
the
highest
monthly
sales
in
its
history
for
a
total
of
34,578
units
sold,
as
compared
to
34,376
units
the
same
month
last
year
(Davis,
J.,
2014).
Mercedes-Benz has launched its new C-Class, S-Class, and the GT S in 2015. It also revealed the new GLE-Class and the
Mercedes-Maybach
that
will
be
out
in
2016.
It
is
working
on
all
new
models
to
try
and
attract
and
satisfy
the
different
consumer
tastes.
This
will
allow
Mercedes-Benz
to
achieve
higher
sales
and
be
more
appealing.
One of the very interesting innovations of Mercedes-Benz in its new passenger cars in 2015 is the car perfume that is located
in
the
glove
compartment
and
will
always
keep
a
fresh
smell
without
sticking
on
clothes.
Another
new
innovation
in
the
new
S-Class
is
the
massage
chairs
that
will
keep
everyone
in
this
luxury
sedan
as
comfortable
as
it
gets.
10
Brand
Analysis
As
of
December
31,
2014,
Mercedes-Benz
revenues
are
162
billion,
which
places
it
in
second
place
after
Toyotas
248
billion
in
sales.
Also,
Based
on
a
survey
of
executives,
directors,
and
securities
analysts
of
companies
within
their
own
industry
on
eight
criteria:
innovation,
financial
soundness,
employee
talent,
use
of
corporate
assets,
long-
term
investment
value,
social
responsibility,
quality
of
management,
and
quality
of
products/services
ranked
the
worlds
most
admired
Motor
vehicle
companies
in
2013
(World's
Most
Admired
Motor
Vehicles
Companies,
2013)
In
recent
competitor
news,
BMW
is
recalling
223
of
its
high-tech
i8
plug-in
hybrids
from
the
2014
model
year
because
the
gas
tank
might
leak,
according
to
a
report
posted
on
the
National
Highway
Traffic
Safety
Administration
website.
The
automaker
said
the
problem
was
caused
by
an
''inadequate
weld
of
the
bolt
to
the
fuel
tank''
needed
for
the
turbocharged,
1.5-liter
3-cylinder
engine
that
powers
the
i8's
rear
wheels.
A
BMW
spokesman
could
not
immediately
be
reached
for
comment,
so
it
was
not
clear
how
the
problem
was
discovered
or
whether
any
fires
had
been
caused
by
the
defect
(Jensen,
C.,
2014)
11
Consumer
Profile
Although
the
auto
industry
remains
highly
competitive,
luxury
brand
vehicles
offer
superior
sales
growth
and
return.
These
brands
appeal
to
a
broad
age
range,
and
the
key
35-64
age
group
is
set
to
continue
growing
in
Europe
and
the
United
States
(Cheetham,
S.
B.,
&
Preston,
L.,
2003).
A
vehicle
can
be
purchased
at
the
dealership
as
well
as
the
online
website
that
can
provide
all
the
specs
about
a
car.
When
it
comes
to
brand
awareness
and
recall,
Mercedes-Benzs
name
and
logo
are
stuck
in
our
minds.
Statistics have shown that the highest sales month is November. There is no specific purchase cycle for Mercedes-Benz since
they
are
a
high-end
luxury
brand.
The
brand
also
excels
in
customer
experience
and
satisfaction.
A
new
campaign
called
"Mercedes
me"
bundles
benefits
and
services
like
"Move
me,"
"Connect
me,"
and
"Assist
me"
on
one
digital
platform.
This
strategic
move
to
create
a
personalized
world
around
the
owner/driver
demonstrates
that
Mercedes
understands
today's
complex
experience-based
economy
and
is
well
positioned
to
create
an
ecosystem
around
each
customer.
With
a
strong
customer-experience
strategy,
a
world-leading
position,
contributions
to
clean
mobility,
and
innovations
like
an
experimental
self-driving
car
in
development,
Mercedes-Benz
appears
to
have
a
clear
vision
of
its
future,
and
is
moving
purposefully
toward
it.
(Mercedes-Benz
-
Best
Global
Brands
Interbrand,
2014)
Mercedes-Benz
customers
are
loyal
to
this
brand.
In
the
US,
Mercedes-Benz
dealerships
offer
better
customer
service
than
its
competitors
and
therefore
attract
other
brand
users
and
it
also
makes
it
hard
for
its
existing
customer
to
switch.
Lately,
Mercedes-Benz
has
been
trying
to
attract
a
younger
demographic
and
promote
its
cheaper
models.
12
Media
As
visible
in
the
figures,
advertisement
spending
for
cars
and
light
trucks
is
higher
than
any
other
category.
The
most
common
and
most
effective
medium
for
advertising
in
the
automotive
industry
is
still
broadcast
TV.
Advertising
efforts
in
this
industry
have
also
shifted
more
towards
ecommerce
and
therefore
less
is
spent
on
advertising
in
2013
than
2004.
14
Media
(Continued)
The figure below shows the number of social media mentions compared to advertisement spending between Toyota and
Mercedes-Benz.
Since
Toyota
is
the
top
selling
car
brand
in
the
world
because
of
its
affordability,
the
launch
of
the
all
new
Corolla
has
been
a
major
story
on
social
media.
Mercedes-Benz
tried
to
attract
viewers
by
showing
a
famous
model,
Kate
Upton,
washing
the
car,
but
that
backfired
and
the
results
were
not
as
expected.
The
social
media
mentions
were
skewed
towards
Kate
and
the
car
being
advertised
did
not
get
the
attention
expected.
15
Promotions
Promotions used in the automotive industry are usually TV commercials, billboards, and online. For example, Mercedes-Benz
made
a
TV
commercial
called
winter
event
where
Santa
is
sending
out
the
naughty
and
nice
cars.
This
commercial
was
made
to
change
the
image
of
what
a
Mercedes
is
and
that
its
not
only
for
older
people
who
are
always
calm,
but
its
also
for
young
and
naughty
people.
16
The official website for Mercedes-Benz that serves North America is mbusa.com (the website of the parent company is
daimler.com).
Its
primary
purpose
is
to
sell
vehicles,
manage
financing
options,
redirect
customers
to
service
centers,
and
update
on
models
and
concepts
and
offers.
Most sales are done in person at local dealership; however, mbusa.com does offer online sales in which a customer can select
certain
features
(leather,
sunroof,
exterior
color)
and
purchase
a
car
online
which
is
then
sent
for
pick
up
at
the
dealership.
Mercedes
social
media
activities
include
encouraging
engagement,
promotion
of
new
and
existing
cars
and
miscellaneous
item.
Mercedes
will
also
display
picture
and
video
advertisements
in
its
social
media
platforms.
17
Instagram
Page
18
Twitter Page
Facebook Page
Brand
Value
In 2014, the Mercedes Benz brand was ranked #10 (ranked #11 in 2013) with a brand value of $34M for an increase in brand
Brand
Exploratory
I designed a survey that was taken by 11 respondents on how familiar they are with Mercedes-Benz, what brand comes to
mind
when
thinking
of
a
luxury
vehicle,
how
often
theyve
heard
of
people
talking
about
Mercedes-Benz,
where
advertisements
were
seen,
likeliness
to
recommend
this
brand
to
a
friend,
and
how
much
this
brand
is
liked.
Results
showed
that
63.64%
are
familiar
with
Mercedes-Benz.
thought
of.
Only
five
thought
of
Mercedes-Benz
as
a
luxury
vehicle
and
other
mentioned
brands
were
Audi,
BMW,
Ferrari,
Porsche,
Rolls
Royce,
Aston
Martin,
and
Bentley.
All
respondents
have
heard
people
talking
about
Mercedes-Benz
extremely
often
in
the
past
year.
Results
for
advertisements
are
shown
in
the
figure
to
the
right.
TV
commercials,
billboards,
magazines,
newspapers,
and
online
are
the
main
tools
where
the
respondents
have
seen
advertisements
for
Mercedes-Benz
in
the
past
year.
Of
the
11
respondents,
70%
would
recommend
this
brand
to
a
friend
and
only
10%
would
not.
Finally,
60%
like
Mercedes-Benz
a
great
deal
and
40%
like
a
moderate
amount.
20
Recommendations
Mercedes-Benz exemplifies prestige and luxury and has high brand awareness. They are also regularly setting the bar for
what
has
come
to
be
expected
in
a
luxury
car
amongst
competitors.
Mercedes
has
an
opportunity
to
increase
car
ownership
in
its
Asian
market
and
must
capitalize
on
that.
A new trend in car manufacturers is the concept of going green. Unfortunately, Mercedes-Benz is not known for such
vehicles
and
if
this
trend
continues,
it
might
lose
significant
market
share.
Therefore,
it
would
be
wise
for
them
to
consider
investing
in
research
and
development
into
the
concept
of
their
own
hybrid
cars,
and
possibly
revamp
existing
cars,
making
them
more
efficient
and
advertise
them
as
such.
Product
recalls
may
affect
the
companys
image
negatively
and
cause
a
decrease
in
market
share.
21
References
Olma,
Ren.
(2008,
April
17).
The
history
behind
the
Mercedes-Benz
brand
and
the
three-pointed
star
|
Daimler
Global
Media.
Retrieved
December
15,
2014
The
Board
of
Management
of
Daimler
AG.
Retrieved
December
16,
2014,
from
daimler.com/company/corporate-
governance/bodies/board-of-management
A
star
is
born.
Retrieved
December
16,
2014,
from
daimler.com/dccom/0-5-1279050-1-1279432-1-0-0-0-0-0-0-0-0-0-0-0-0-0-0.html
Mercedes-Benz."
Encyclopedia
of
Major
Marketing
Strategies.
Ed.
Matthew
Miskelly.
Vol.
3.
Detroit:
Gale,
2013.
261-264.
Gale
Virtual
Reference
Library.
Web.
14
Dec.
2014
Statistics and Facts about the Global Automotive Industry, (2014). Retrieved December 16, 2014, from
http://www.statista.com/topics/1487/automotive-industry/
Davis,
J.
(2014,
December
5).
Historical
Month
for
Mercedes-Benz.
Retrieved
December
16,
2014
"World's
Most
Admired
Motor
Vehicles
Companies,
2013."
Business
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Annual.
Ed.
Deborah
J.
Draper.
2014
ed.
Detroit:
Gale,
2014.
Business
Insights:
Essentials.
Web.
15
Dec.
2014.
Jensen,
C.
(2014,
December
9).
BMW
Recalls
i8
Hybrid
for
Gasoline
Fire
Risk.
The
New
York
Times.
Retrieved
December
15,
2014.
Cheetham,
S.
B.,
&
Preston,
L.
(2003).
Consumer:
European
Autos:
Premium-Brand
Returns
Are
Set
to
Remain
Strong.
Black
Book
-
The
Long
View:
2003
Edition
-
European
Perspectives,
93-97
Mercedes-Benz
-
Best
Global
Brands
-
Interbrand.
Retrieved
December
16,
2014
from
bestglobalbrands.com/2014/mercedesbenz
22
Carter, M. (2012, October 10). Mercedes-Benz Adds Twitter Control To Latest TV Campaign. Retrieved December 16, 2014, from
http://www.fastcocreate.com/1681734/mercedes-benz-adds-twitter-control-to-latest-tv-campaign
Self-driving
cars:
Turning
promise
into
a
reality.
(2013).
Automotive
News,
88(6591),
12
23