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    Mercedes - Benz

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    Amit Malhotra
    This document discusses branding aspects of Mercedes-Benz in India. It covers brand awareness, perceived quality, brand loyalty, and brand association. Mercedes-Benz aims to provide the best quality, technology, luxury and safety. In India it is recognized for safety, class, and quality. It creates brand awareness through print advertisements and promotional events. Mercedes-Benz is seen as high quality and reliable, inspiring brand loyalty. The brand represents German culture and values of high performance, safety, and prestige.

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    Mercedes - Benz

    Uploaded by

    Amit Malhotra
    294 views14 pages
    This document discusses branding aspects of Mercedes-Benz in India. It covers brand awareness, perceived quality, brand loyalty, and brand association. Mercedes-Benz aims to provide the best quality, technology, luxury and safety. In India it is recognized for safety, class, and quality. It creates brand awareness through print advertisements and promotional events. Mercedes-Benz is seen as high quality and reliable, inspiring brand loyalty. The brand represents German culture and values of high performance, safety, and prestige.

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    BRAND ASSOCIATION

    Original Title

    Mercedes –Benz

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    This document discusses branding aspects of Mercedes-Benz in India. It covers brand awareness, perceived quality, brand loyalty, and brand association. Mercedes-Benz aims to provide the best quality, technology, luxury and safety. In India it is recognized for safety, class, and quality. It creates brand awareness through print advertisements and promotional events. Mercedes-Benz is seen as high quality and reliable, inspiring brand loyalty. The brand represents German culture and values of high performance, safety, and prestige.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    294 views14 pages

    Mercedes - Benz

    Uploaded by

    Amit Malhotra
    This document discusses branding aspects of Mercedes-Benz in India. It covers brand awareness, perceived quality, brand loyalty, and brand association. Mercedes-Benz aims to provide the best quality, technology, luxury and safety. In India it is recognized for safety, class, and quality. It creates brand awareness through print advertisements and promotional events. Mercedes-Benz is seen as high quality and reliable, inspiring brand loyalty. The brand represents German culture and values of high performance, safety, and prestige.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    MERCEDES BENZ

    Amit Malhotra Ankit Sapra Hari Arvind 2k12a10 2k12a55 2k12a24

    Apeksha Raina
    Shikha

    2k1263
    2k12a65

    SYMBOL

    The star in three corners represents the Mercedes-Benz dominance on land, sea and air.

    AGENDA
    In this presentation we are mainly focus on 4 aspects of branding as far as MERCEDES-BENZ is concerned.
    Brand Awareness

    Perceived Quality
    Brand Loyalty

    Brand Association

    INTRODUCTION

    Entered in INDIA in 1994. Earlier named MERCEDES-BENZ and after merger named DaimlerChrysler.

    In 2007 again renamed Mercedes-Benz India.


    Mercedes-Benz India is a 100%-owned subsidiary of Daimler AG. The company is based in Pune, Maharashtra.

    Mercedes-Benz India currently has 31 dealerships and 41 service stations across 31 cities in India.
    Commercial vehicle plant is situated just outside CHENNAI and passenger car plant is in PUNE. Deals in Cars , Trucks and Passenger buses.

    ASSETS OF BRAND

    BRAND AWARENESS
    Promise best or nothing Benz aims at providing the best quality, technology, luxury and safety.

    BRAND RECOGNATIONIn INDIA Mercedes-Benz is recognized by its mainly 3 aspects which are

    Safety

    Class

    Quality
    BRAND RECALL PRODUCT CLASS
    Consumers always recall Mercedes as a luxury segment product.

    Creating awareness
    A very unique way to do its brand promotions in INDIA comparing it with rest of the world . The sales team which does a lot of promotional events. In India they mainly focus on Print advertisement rather than other sources of advertisement.

    PERCEIVED QUALITY
    Mercedes has a combination of many attributes that makes the difference. The deciding factors include the appearance of the materials and how they feel, intuitive understanding of control functions, a feeling of well being, the precision of finish and internalconsistency of the design, the variety of features provided and the impression of solidity.

    Taken together, these factors create a rewarding feeling that customers have obtained good value for the purchase price, enabling them to experience lasting pleasure and satisfaction.

    BRAND LOYALTY
    In case of brand loyalty, quality and reliability is cited more often by Mercedes-Benz loyalists as a reason for returning to the brand. Reasons given by brand loyalists, as to why they stand loyal to Mercedes-Benz 1.Quality/reliability

    2.Driving performance
    3.Price/finance/value 4.Styling/design

    Three reasons why luxury car buyers decide to switch to Mercedes-Benz Price/finance/value Size/body style Time to change Benz has historically outperformed in the luxury segment, has above average rates of owner loyalty

    1.
    Mercedes-Benz 57.3% 2. BMW 52.3% 3. Lexus 46.6% 4. Cadillac 43.5% 5. Audi 42.2% 6. Aura 39.7%

    BRAND ASSOCIATION

    PRODUCT ATTRIBUTES ATTRIBUTES-Mercedes suggests expensive, well-built, well-engineered, durable, high prestige, high value. VALUES-Mercedes stands for high performance, safety, prestige CULTURE-The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality. Benefits: Customers are not buying attributes, they are buying benefits. Attributes need to be translated into emotional and functional benefit, I am safe in case of an accident. CELEBRITY - Just dont stick to one celebrity. - Different celebrity for different segment cars. - From Sportsman , Businessmen to Bollywood endorse Mercedes benz. - Sponsorship in events

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