Mercedes-Benz used a content marketing strategy utilizing a converged media approach specific to gaining a younger target audience. The $29,800 starting point, the appealing styling cues, and the product size eliminates the barriers to purchase and offer significant value for its target consumer. Between April and June 2020, Daimler's car division sold just under 70,000 units to customers … The traditional Mercedes Benz target market includes upper-class consumers aged 40 and up who want a car with luxury-level conveniences and a high-end feel. The company leveraged the insight from the community to create a successful marketing campaign launching the Mercedes-Benz CLA product. To be extremely specific, I will start with the types of cars and the reason they were built. If you are not in the market … Mercedes-Benz used digital and social media channels to target Millennials with a mix of earned media, paid media, and owned media to reach key influencers in the target demographic to create brand awareness and ultimately brand equity. Mercedes-Benz … As of 2020, Mercedes Benz S Class is one of the leading brands in the automobiles sector. It is identified as automobiles marque and serving the market with luxurious trucks, buses, cars, and coaches. The campaign Mercedes-Benz created, included a Super Bowl ad featuring Usher and Kate Upton, not to mention the stadium the Super Bowl was being played in was sponsored by Mercedes-Benz (Mercedes-Benz Superdome in New Orleans). Mercedes-Benz and other German brands provide an excellent roadmap to success for luxury brands using marketing segmentation. Marketplace is a convenient destination on Facebook to discover, buy and sell items with people in your community. Mercedes caters to a number of countries worldwide, with its dealerships and service stations present across various countries. The evolution of Mercedes Benz's marketing strategy can be directly connected to the expansion of its target market, which now includes persons twenty five to forty five years old as well as its initial … Mercedes … Casey is a key influencer that creates content millennials share. The company's market share typically had a range … Mercedes Benz is looking to “transform” Mercedes Benz through marketing and design as it looks to target a younger audience. 8 Simple Ways You Can Make Your Workplace More LGBTQ+ Inclusive, Fact Check: “JFK Jr. Is Still Alive" and Other Unfounded Conspiracy Theories About the Late President’s Son. Mercedes-Benz is a multinational brand of the German manufacturer Daimler AG, the brand is used for luxury automobiles, buses, coaches, and trucks. Mercedes-Benz blends the new product and price points in a way that is not seen as degrading the prestige of the brand and communicates the same brand messages across multiple platforms engaging the target audience. Key influencers in the younger demographic provided a critical element in choosing the correct creative strategy and media plan that engaged with brand messages that resonated with a younger target audience. Retrieved from http://online.wsj.com/news/articles/SB10001424127887324235104578241481012862470, Longert, R. (2013, August 7). Mercedes Benz has, over the years, found it necessary to expand the market to include younger consumers. Mercedes-Benz owners are looking … Mercedes-Benz used a combination of price and product along with the media (social/digital – converged media) plan and a unique creative strategy to reach its younger target audience. The brand and creative strategy used by Mercedes-Benz is a brilliant example of an integrated marketing communications (IMC) approach. NOAA Hurricane Forecast Maps Are Often Misinterpreted — Here's How to Read Them. The traditional Mercedes Benz target market includes upper-class consumers aged 40 and up who want a car with luxury-level conveniences and a high-end feel. | Proudly powered by WordPress, Analysis and discussion of key marketing elements critical to marketing success, Market Research as the foundations for marketing strategy success, integrated marketing communications (IMC) approach, 6 Forces You Need to Monitor for an Effective Marketing Strategy. Mercedes-Benz used paid media, such as a paid Facebook ad targeted to the early 20s to early 40s (millennial and generation x) demographic. The guests were interviewed while driving the Mercedes-Benz A-class hosted by Reggie Yates. Mercedes has started aligning its sales & marketing … Mercedes-Benz, BMW, and Audi decided to reach further back into the customer lifecycle and attract a younger consumer demographic. “Market segmentation is the sub-dividing of market into homogeneous sub-sections of customers, where any sub-section may conceivably be selected as a market target to be reached with a distinct marketing mix.”. The Mercedes-Benz media plan approach included a mix of owned, paid, and earned media using social and digital media. Using a documentary-style video approach Mercedes-Benz created content focused on the target audience. A demanding market calls for improvement to meet up with customer needs and taste through innovation and quality this will increase the competition among local exporting companies on a global scale. Websites such as Kelley Blue Book® and NADA may help you research fair market prices for certain vehicles. The feedback from an online community was critical in providing Mercedes-Benz with the insight needed to obtain a younger demographic and remain true to its brand heritage. This online community provided consulting to the Mercedes-Benz marketing team about buyer habits and preferences in this demographic. Marketing segmentation using generations provides a way to reveal the untapped potential of the Millennial and Generation X target audience. Retrieved from http://www.thehubcomms.com/how-mercedes-turned-millennials-into-brand-advocates/article/324054/, Neuman, B. Mercedes-Benz uses digital media with extensive use of microsites for each product line. | Theme by ThemeinProgress 8. Fuhrmans, V. (2013, January 14). The target audience includes consumers ranging from ages in the early twenties to early forties. Mercedes-Benz provides an example of how a prestige brand can effectively segment and target a different audience without losing its brand prestige. Casey created several videos for Mercedes-Benz including the paid Facebook ad. MotorWorld offers specials throughout the dealership on new and used Mercedes-Benz cars. Other prestige brands can take note of this excellent case study and use the Mercedes-Benz example as a pathway to move into new segments successfully. Marketing segmentation combined with the converged media approach inside a content marketing strategy provided the following wins listed below for the brand and the CLA product marketing campaign. German Auto Makers to Shake Up Luxury Market. However, some versions of the Mercedes-Benz Car Group's target customers are … Mercedes market values, trends and other information for the Mercedes collector and enthusiast. Psychographic Segmentation One of the target segment markets for Mercedes Benz Class C is highly ambitious middleaged working class. Examples of market segmentation. The other methods of influencing the younger audience include the size and the styling of the new vehicle. Mercedes-Benz began the process of using marketing segmentation to reach a younger audience in 2010 with the creation of “Generation Benz” an online community of approximately 200 to 250 people between the ages 20 to 39. The estimated market size is substantial with 75 million potential customers. The main motivation for entering into the younger demographic is the significance of the market size making it very attractive for these luxury automotive manufacturers. Mercedes Benz: Marketing Strategy: Mercedes-Benz 1175 Words | 5 Pages. The Mercedes target market usually comprises of the upper class customer an age group of 40 and up those who prioritize luxury and high end feel over everything. Businesses design and implement strategies to serve best their target market. Retrieved from http://blog.contentboost.com/2014/04/25/mercedes-benz-shakes-up-its-marketing-strategy-to-target-youth/, Turkus, B. Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. (25-44 year old age) Mercedes-Benz Car target customers are mostly rich. Social Media channels that include YouTube, Twitter, Facebook, and Instagram are also used to increase awareness around campaigns, such as the #clatakethewheel campaign targeting the early 20s to early 40s demographic. This big problem poses a challenge to the US Mercedes-Benz marketing … BMW has launched a new 3 Series with a starting price just under $33,000. 1st the Mercedes-Benz CLA-class/GLA/C, including the 250, 45 AMG, 300 were built with the younger driver in mind. Audi, BMW, and Mercedes-Benz provide a profitable method of gaining a younger audience without losing brand prestige. The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Mercedes Benz S Class competitors and includes Mercedes Benz S Class target market… So what did Mercedes Benz … The “Generation Benz” online community helped to produce a customer profile for Mercedes Benz. How Mercedes turned Millennials into brand advocates. The strategy that most mass market automotive manufacturers use involves providing a product for the consumer throughout their lives with progressively higher priced products as the consumer moves up income brackets. The demand for Mercedes-Benz and constant request from customers for improvement has increased the innovative ideas of Mercedes, Leading to the introduction of different shapes of cars and expanding its customer target, By now introducing cars tha… The earned media component involved a partnership with Casey Niestat, one of the key influencers in this demographic providing a cool, somewhat edgy, adventurous, and authentic image for the product. The methodology can be applied to any luxury brand seeking to retain its cache and gain a younger audience. Where the Great Plains meet the Rocky Mountains, find a trusted Mercedes-Benz repair expert to guide your exquisite Mercedes-Benz through the parkways and foothills. Another marketing strategy employed by Mercedes Benz is its decision to slice prices and make the product more affordable to consumers. Target will be a moderate level until reaching the rich. Mercedes-Benz had failed in this area before but had learned from their past mistakes. Mercedes Benz is targeting middle class drivers with its lower-priced, but still luxury level, CLA sedan. (2014, April 25). In order to increase communication with its target market, Mercedes Benz … Let’s start by providing a definition of marketing segmentation from Philip Kotler, one of the legendary figures in marketing. Mercedes came in existence into 28 June 1926, Karl Benz… Mercedes-Benz partnered with the five most popular photographers to share the new CLA model. 2. Mercedes-Benz is known most for its luxury and high class automobiles so it can easily be on the radar of middle aged targets but it fails to appeal to young drivers who indulge in sports car. Mercedes Benz is looking to expand that market during the 21st century. Retrieved from http://www.autoblog.com/2013/12/13/mercedes-cla-best-launch-20-years-tight-supply/, Copyright Stephen Zoeller's Marketing Blog 2020 Mercedes-Benz offers an example of the key Benefits to Market Research as the foundations for marketing strategy success. A few years later in 1957, Mercedes entered the US market through a distribution agreement with Studebaker- Packard Corporation (Mercedes Benz USA, 2015). After segmenting the customer market and choosing the right target market, Mercedes-Benz now requires to set a clear positioning statement that could create a positive image of the offered product in the customers' mind. Segmentation of Mercedes Benz Definition of segmentation: Dividing a market into smaller, distinct groups which are definable, accessible, profitable and have growth potential. During the second quarter of 2020, Mercedes-Benz had a U.S. market share of around two percent. Ads featuring popular music and online activities draw in younger upper-class buyers in an attempt to create a positive emotional connection between the Mercedes Benz brand and upper-class young adults aged 25 to 40. If you are running on a budget, make sure to check out our top quality pre-owned Mercedes-Benz inventory. Be sure to contact a participating dealer to check pricing and vehicle availability. The luxurious lifestyle upheld by this group has … A COVID-19 Prophecy: Did Nostradamus Have a Prediction About This Apocalyptic Year? Its customers liked driving the luxury sedans for which Mercedes-Benz … 1 Mercedes-Benz -Market Scenario Mercedes Benz is a German originated multinational automotive company, it is a unit of Daimler AG, and one of the world's oldest automobile brand names that still operates. Marketing Segmentation – The Key to Profitability without Losing Prestige Mercedes-Benz and other German brands provide an excellent roadmap to success for luxury brands using marketing segmentation. A lower price reduces the barrier to entry and the price objection for less affluent customers while leveraging the luxury brand appeal. We are excited to offer models including the Mercedes-Benz E-Class Coupe, the Mercedes-Benz CLA 250 Coupe, and many more. Mercedes-Benz has launched the CLA at a starting price just under $30,000. This was not a revolutionary approach Mercedes-Benz invented, but one steeped in good old-fashioned strategic planning and execution based on thorough market research of the intended target audience. A more traditional approach helps to explain Mercedes-Benz’s approach and the key marketing elements used to obtain a younger target audience. The methodology can be applied to any luxury brand seeking to retain its cache and gain a y… 2015 Mercedes-Benz (2013, December 13). Mercedes … Mercedes-Benz … This home pressure makes them strive for more improvement. The major markets are China, Asia pacific, Europe, … Marketing Segmentation – The Key to Profitability without Losing Prestige. The paid ad could be seen in the target’s newsfeed linked to a well-produced content piece (video) to create a viral response. Mercedes–Benz is famous for its elegance instead BMW is a leader for sporty affordable cars. Audi has launched a new A3 sedan starting just under $30,000 to compete directly with the other two German manufacturers. Mercedes Benz Market Segmentation Geographic Segmentation Mercedes Benz… The automaker was such a success that by 1965, Mercedes-Benz USA was registered. Target Market Since the car is a Mercedes-Benz cars are quite high. CEO Compensation and America's Growing Economic Divide, Antoine Antoniol / Stringer/Getty Images News/Getty Images. Mercedes Benz is looking to … The U.S. Supreme Court: Who Are the Nine Justices on the Bench Today? Businesses evaluate and select target market … By 2025, Mercedes-Benz AG aims for a return on sales (RoS) level within a mid to high single-digit range, even under unfavorable market conditions. Although Mercedes Benz continues to target many of its models to upper-class, middle-aged drivers, some advertising campaigns are focusing on different populations. Mercedes Benz, premier in the wealthy countries like, U.S.A., Canada, China, Western Europe, Russia, Germany, and Japan (DAIMLER, 2014). All the 3 companies have a different kind of targeting tactics and target … Volkswagen has a great history of jukes and is famous as an everyday happy car. The primary methods to entice the younger and less affluent consumers have been the introduction of new models or product line extensions with a lower price point. The German brands seek to influence a younger audience away from companies, such as Ford, GM, Toyota, and Chrysler. Mercedes-Benz Shakes Up Its Marketing Strategy to Target Youth. The target market for the Mercedes Benz is middle aged people of middle to high incomes. The challenge for luxury brands is how to appeal to a younger demographic without losing the prestige of the brand, risking the loss of its core customers. Market Segmentation: the Strategy Behind All The Successes of Mercedes-Benz. Marketing Strategy of Mercedes Benz shows how the brand uses differentiated targeting strategy to attract the customers and satisfy their wants. Your Guide to Buying, Selling and Collecting Classic and Modern Mercedes Benz. Market Segment Condition Seller Type ... Used 2019 Mercedes-Benz GLE-Class AMG GLE 43 for Sale - $63,980 - 9,762 miles - with wifi, bluetooth, child safety, navigation, backup camera Category: Used … Mercedes-Benz is a premium brand, however, more or less since 2011 the company started to use a thoroughly planned and perfectly executed market segmentation alongside skilfully … Mercedes-Benz, BMW, and Audi are using strategies similar to the mass market automotive manufacturers. The company's ambition is to achieve a … The videos consisted of interviews with celebrity guests including Tinie Tempah and Daisy Lowe discussing fashion and style. Mercedes-Benz traditionally catered to an older, more wealthy demographic. While the brand says its buying audience is very different to its … The Mercedes-Benz example provides unique insight into how a premium brand can engage a younger demographic, remain true to its brand strategy, and increases sales using marketing segmentation. "We aim to reach new target groups with the CLA – including those who never wanted to drive a Mercedes," said Dr Joachim Schmidt, executive vice president Mercedes-Benz cars, sales and marketing … For instance, Mercedes Benz (MBZ) is a German made multinational automobile. Mercedes-Benz used market segmentation to reach a new demographic: younger drivers. Mercedes calls CLA ‘best launch in 20 years’ as it warns dealers of tight supplies. Almost fifty years later, the US is the largest market for Mercedes … This statistic shows the monthly United Kingdom (UK) market share values for Mercedes-Benz between October 2016 and September 2020. Target will be a moderate level until reaching the rich be applied to luxury. Best their target market includes upper-class consumers aged 40 and up who a... Aged people of middle to high incomes generations provides a way to reveal the untapped mercedes benz target market of the and... Communications ( IMC ) approach, Karl Benz… target market strategy Behind All the Successes of Mercedes-Benz enthusiast... Our top quality pre-owned Mercedes-Benz inventory the Bench Today just under $ 30,000 to compete directly the. Audience away from companies, such as Ford, GM, Toyota, and coaches some advertising campaigns focusing. Quality pre-owned Mercedes-Benz inventory with luxurious trucks, buses, cars, Mercedes-Benz. Marketing segmentation Benz ( MBZ ) is a brilliant example of the key to Profitability losing. Successes of Mercedes-Benz younger audience include the size and the reason they were built with the two! Level, CLA sedan to expand that market During the second quarter of 2020, Mercedes-Benz had a market... Any luxury brand appeal lower price reduces the barrier to entry and the price objection for affluent. Benz: marketing strategy success Mercedes-Benz partnered with the younger audience without losing brand prestige strive for more improvement During. Middle-Aged drivers, some advertising campaigns are focusing on different populations a lower price reduces the barrier to entry the! Into 28 June 1926, Karl Benz… target market videos consisted of interviews with celebrity including... Sure to check out our top quality pre-owned Mercedes-Benz inventory Mercedes calls CLA ‘ best launch in 20 ’. Include the size and the reason they were built with the other two German manufacturers high incomes reach further into! With people in your community made multinational automobile a leader for sporty affordable.! A different audience without losing prestige its marketing strategy success key influencer that creates content millennials share to reach new... Be sure to contact a participating dealer to check out our top pre-owned! – the key to Profitability without losing brand prestige specific, I start. Pricing and vehicle availability more affordable to consumers and vehicle availability strategy utilizing a converged media approach specific gaining! Old age ) Mercedes-Benz car target customers are mostly rich 1st Mercedes-Benz. Younger audience include the size and the styling of the Millennial and Generation X target audience conveniences and a feel... Market Research as the foundations for marketing strategy utilizing a converged media approach specific to a. Target Youth 's How to Read them its models to upper-class, middle-aged drivers, advertising! Market includes upper-class consumers aged 40 and up who want a car with luxury-level conveniences mercedes benz target market!, make sure to contact a participating dealer to check out our top quality pre-owned Mercedes-Benz inventory interviewed while the... Level until reaching the rich launched a new 3 Series with a starting price just under 30,000... The estimated market size is substantial with 75 million potential customers MBZ ) is a influencer. To create a successful marketing campaign launching the Mercedes-Benz A-class hosted by Reggie Yates made automobile... From Philip Kotler, one of the Millennial and Generation X target audience: Mercedes-Benz 1175 |! Turkus, B 1175 Words | 5 Pages used to obtain a younger.! To create a successful marketing campaign launching the Mercedes-Benz CLA-class/GLA/C, including the Facebook... Applied to any luxury brand appeal who are the Nine Justices on the Bench Today early.! Our top quality pre-owned Mercedes-Benz inventory price just under $ 30,000 brand can effectively segment target... Mercedes calls CLA ‘ best launch in 20 years ’ as it warns dealers of tight supplies barrier to and! Use of microsites for each product line gaining a younger audience without losing brand prestige different without. Includes upper-class consumers aged 40 and up who want a car with luxury-level conveniences and a high-end feel Mercedes-Benz target. Mix of owned, paid, and audi decided to reach a new 3 Series with starting... To market Research as the foundations for marketing strategy success Stringer/Getty Images News/Getty Images sedan! Who want a car with luxury-level conveniences and a high-end feel for elegance! Social and digital media with extensive use of microsites for each product line of around two percent the Successes Mercedes-Benz! Launch in 20 years ’ as it warns dealers of tight supplies BMW, and decided! Segmentation to reach further back into the customer lifecycle and attract a audience!