Mercedes Benz - Examine demographic, target market, and brand placements PDF

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Examine demographic, target market, and brand placements...

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MERCEDES BENZ

Frances Steciuk Keitlyn Fangonillo- 101109466 101230500

Sumaiya Jahan Sazi-

Mercedes Benz SEGMENTATION CATEGORY: Passenger cars Segment

Primary Need Addressed

Key Demographics variables

Key Psychographic variables

Key Behavioral variables

Brand example

Large family with small kids and babies

PERS0NALITY  Struggler  Adventurous

OCCASIONS  Terrain roads, dotted with grassy fields and snow resistant

Mercedes Benz GLS-Class

SUV Fit into 7 people seating

LIFESTYLE  OFFROADERS  Long drive for 1 day to 2-day trip

BENEFITS  Comfortability  Fuel affordability LOYAL STATUS  Middle

UltraLuxury car

A total capacity of 4 people Business owner seating and executives

PERSONALITY  Succeders  Conscious  Visionary

OCCASION  Heavy users: BENEFITS  Quality  Hi tech

LIFESTYLE  always busy LOYAL STATUS  Very High Class

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Mercedes Benz SClass Maybach

SUV Accommodate 3 to 4 personnel

Canadian army ACTIVITY & fund by LIFESTYLE: Government  Used by regular and reserve fields units and training establishments to provide tactical transport in the field of command control, liaison, reconnaissance and military police.

OCCASION  Off road  Heavy duty regarding to the weather BENEFITS  Powered by a 2.7-litre and 5cylinder  Turbo-charged diesel engine  Can be outfitted with a tailored armor protection systems kit.

Mercedes Benz GClass aka  G-Wagon Light Utility Vehicle Wheeled (LUVW)

PERSONALITY  Tough environment: war zone

Generous seating arrangement for 5 people

SUV

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Modern women and workingclass women

PERSONALITY  Explorers  Enthusiastic  Freedom

OCCASION  Outdoor  Daily activities

2020 MercedesBenz GLE

 Favoring natural simplicity LIFESTYLE  Fast-paced

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BENEFITS  Weather resistant  Durability LOYAL STATUS  Middle to Upper class

TARGETING Mercedes Benz has been making efforts to manufacture a variety of car models that target the interest of the middle-aged people specializing the status of middle to high incomes about 24 to 44-year-old age. Due to its reputation of luxury image they can’t produce low prices vehicles which takes out the attractiveness of young people and low-class status. Mercedes products also target both males and females as they design cars to fit both male and female specifications.

POSITIONING

PRODUCT ATTRIBUTE Apple makes privacy extremely relatable in fun new iPhone ad The apple company is connecting privacy to iPhone utilizing the real life experiences of their customers. They trying to make people feel secure about their personal information stored in their phone.

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BENEFITS AND SYMBOLISM Tesla Motors and the Symbolic Dimensions of Green Cars Tesla differentiate from the other car brand in the market for it emphasizes the benefits of driving a car without gasoline. The company has its own segment into green car market transforming to electric automobiles which is lack of competition.

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Halloween from Pepsi- IMAGE Pepsi went head to head with competitor Coca cola in this ad, in avoiding copyrighted they re-write the phrase, “cola coca” with a message of “We wish you a scary Halloween”. As the brand positioned their advertisement in mainly teasing their competitor and it made the Pepsi look like a predator devouring Coca cola.

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Netflix Website 2019- VALUE Netflix’s commitment to experimentation has made them what they are today, a survivor from the online streaming industry. The consistency on leading the market, learning more and more about their audiences has help them to benchmark their competitive advantages. Moreover, the company became a customer centric brand.

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References

Mercedes-Benz Canada Inc. “Mercedes-Benz Maintains Position as Canada's Top Luxury Manufacturer.” Cision, 4 Jan. 2019, https://www.newswire.ca/news-releases/mercedes-benz-maintainsposition-as-canada-s-top-luxury-manufacturer-801553399.html. National Defence, and Canadian Army. “G Wagon - Light Utility Vehicle Wheeled (LUVW).” Government of Canada, National Defence, Canadian Army, 23 Jan. 2019, http://www.armyarmee.forces.gc.ca/en/vehicles/g-wagon.page. Zhang, Benjamin. “Mercedes' Hyper-Luxury Maybach Is Back and Better than Ever.” Business Insider, Business Insider, 13 Feb. 2018, https://www.businessinsider.com/mercedes-maybach-s-class-luxurysedan-update-2019-2018-2. Duran, H.B. “How The Netflix Model Is Shaping Ad-Consumption (Or Lack Thereof).” AList, AList Daily, 18 May 2016, https://www.alistdaily.com/digital/netflix-ad-free-marketing/. Riddell, Roger. “Coke Fan's Halloween Response to Pepsi Ad Goes Viral.” Food Dive, 4 Nov. 2014, https://www.fooddive.com/news/coke-fans-halloween-response-to-pepsi-ad-goes-viral/190208/. Hall, Zac, et al. “Apple Makes Privacy Extremely Relatable in Fun New IPhone Ad.” 9 To 5 Mac, 14 Mar. 2019, https://9to5mac.com/2019/03/14/iphone-privacy-ad/. Team, Trefis. “Tesla's Unique Position In The Car Market Is One Of Its Biggest Strengths.” Forbes, Forbes Magazine, 2 July 2015, https://www.forbes.com/sites/greatspeculations/2015/07/02/teslas-uniqueposition-in-the-car-market-is-one-of-its-biggest-strengths/#5152193a3ad7.

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