BRAND AWARENESS OF

MERCEDES - BENZ

THE LUXURY OF
PREMIUM BRAND
BY
CHANDRA SHEKAR K
 BEFORE
WE STEP
INTO …

WHO INVENTED
CAR ?
  In France in 1769 , before the
French Revolution , a gentleman
by the name of “ NICOLAS CUGNOT
” devised a steam - powered
conveyance called the first car
on the earth . later The next
attempt at a motorized vehicle
came in Scotland , around 1830 .
 “ ROBERT ANDERSON ” invented the
first electric " car “.


The Birth of MERCEDES - BENZ
 Mercedes - Benz is a German manufacturer
of luxury automobiles , buses , coaches ,
and trucks . It is currently a division
of the parent company , Daimler AG .
Mercedes - Benz has its origins in Karl
Benz's creation of the first petrol -
powered motorcycle in January
1886 , and by Gottlieb Daimler and
engineer Wilhelm Maybach's conversion of
a 1769 steam - engine automobile by the
addition
of a petrol engine the same year . The
Mercedes automobile was first marketed
in 1901 by Daimler Motoren Gesellschaft .
The first Mercedes - Benz brand name
vehicles were produced in 1926 ,
following the merger of Karl Benz's and
About…….
 Key Attributes
Exclusivity

Assured Quality
Authenticity
segments
History
of
 STEP OF
IN INDIA

 Mercedes-Benz India is a 100%

subsidiary of the Daimler AG and one of the
first auto joint ventures set up in India.
 Mercedes-Benz India’s relationship with
India dates back to the 1950s when the
company introduced trucks into India with
local collaboration.
 The company entered the Indian market
and set up Mercedes-Benz India in 1994.
Mercedes-Benz India has developed a world
class dealer network across the country with
presence in 30 cities.
 The company became the first OEM in
India with a 100% ISO 2001:9000 certified
The indian era …………….
 Mercedes-Benz India has been delighting
customers with strong brands and a wide range of
products equipped with the latest in automotive
technology. The company has been the pioneer of
the luxury car segment in India Presently,
Mercedes-Benz India’s engagement in India covers
several domains
 Local production of Mercedes-Benz cars
 Making available imported Mercedes-Benz
cars
 Commercial Vehicle operations,
 Global sourcing of auto components
 Captive automotive technology research and
development


 Mercedes-Benz is also involved with social-

oriented programs across India like:
 ‘Biofuel from Jatropha’
CORE COMPETITORS OF
PERCEPTION OF

BRAND
AMONG PEOPLE
Does mercedes benz acts as a
status symbol
Do you think benz is the most
luxuriest car in the world
which model do you like the
most
How far you think the price is
matched with the brand value
 Are Benz cars worth for
spending that huge amount
What strikes your mind when you
think of this product
Benz is mostly preferred by
 On par with the leading car
manufacturers,where do you rate
Benz
Situational Analysis
 General External
Environment
Lower costing cars ( Economic )
New class of cars , new age
group ( Demo )
Size of car in Japan and
Europe ( Global )
Taxes on “ Larger ” luxury cars
( Political / Legal )
Safety features in
innovation ( Technical )
 Competitor Analysis

Top Ten Luxury Cars

1 . Cadillac 6 . Volvo
2 . Lincoln 7 . Mercedes
3 . Acura 8 .
Infiniti
4 . Lexus 9.
Saab
5 . BMW 10 .
Jaguar
 Cadillac ( GM )
Concentric diversification
Introduction of new cars
Lincoln ( Ford )
Product development
Attract satisfied customers with improved
products
Lexus ( Toyota )
Low cost/ differentiation
“Relentless pursuit of perfection”
Sticker prices considerably below other
luxury cars
BMW
Most direct competitor
Market development
luxury small car market with less
expensive sub-compact model
Core
Competencies
Symbol
Name
Innovation
Strategies

Differentiation
Cost Leadership
Product
Development
Sales
decline
In the year 2007 mercedes stood as the
top among all the competitors in its
segment.
But in the year 2008 due to recession

the sales of MERCEDES along with top

competitors BMW and AUDI resulted a
mild fall of 15 to 25 % each
In the current year 2009 the sales
were steadily raising but in the
early first quarter BMW overheaded
MERCEDES in terms of sales and stood
at the top in their segment and AUDI
 The beginning of
green with all new E-
class
to counter back its
position
 All new E - class with
blue EFFICIENCY
Mercedes Benz takes its responsibility for
environment care very seriously.
engaged in improving every aspect of automotive
technology to reduce the impact on the
environment. This commitment has enabled the
introduction of
BlueEFFICIENCY, for the first time in India,
with the launch of the E 350 CDI
BlueEFFICIENCYvehicle in E-class.
BlueEFFICIENCY is an agglomeration of numerous
advancements; for example: aerodynamics that
reduce drag, lightweight materials, intelligent
energy
management system, and improved energy-efficient
power steering system. Each of these measures
 The unique advantage
of MERCEDES
 Mercedes provides its customers
with a unique advantage where
the customer can get the price
of cars of different
segments in the host
website…………………


 ……………………………… and
GRACIAS