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Summary OE104 Customer behaviour
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OE104CUSTOMER
BEHAVIOUR
Mercedes Benz
,Logbook OE104 Customer behaviour Mercedes-Benz
Lecture 1 introduction:
Company information and perhaps history
Mercedes Benz is a German automobile manufacturer that was founded in 1926 when the Daimler Motoren
Gesellschaft from Gottlieb Daimler and Benz & Cie. von Carl Benz merged to form Daimler-Benz AG. Mercedes-
Benz has been a world leader in automotive since that time, demonstrating that they can manufacture
premium and luxury cars/vans for anyone who can afford them.
Gottlieb Daimler and Carl Benz, the company's founders, created history in 1886 when they invented the
automobile. Mercedes-Benz regards defining the future of transportation in a safe and sustainable manner as
both a motivator and an obligation as a pioneer in automotive engineering. As a result, the company's focus
remains on cutting-edge and environmentally friendly technologies, as well as safe and appealing automobiles.
Marketing mix information
Product: Mercedes Benz is a leader in their field and one of their strong points is the product. Mercedes Benz
has a wide range of passenger cars, light commercial and heavy equipment vehicles as a part of its marketing
mix product strategy. However, the strongest in its product portfolio will be the luxury car segment which
consists of Sedans, SUV’s and sports cars as well. Besides the wide range of cars to choose from, Mercedes also
has one the best technologies used inside them. Last but not least, by 2022, the company is focusing on
investing $11bn for having electric & hybrid cars in the market.
Price: Mercedes Benz is a premium priced luxury car brand. Being in the luxury segment, it caters to a niche
segment who value quality more than the price and so the price is always on the higher end. It primarily caters
to the luxury car market, dence it invests a lot on high cost materials. Thus, the Mercedes Benz marketing mix
pricing strategy is that of premium pricing, based on its features and competition.
Place/Distribution: Mercedes Benz cars are present all across the world. Mercedes caters to a number of
countries worldwide, with its dealerships and service stations present across various countries. The major
markets are China, Asia pacific, Europe, Germany, North America etc. A global reach shows the strong place &
distribution strategy in the marketing mix of Mercedes Benz. Mercedes has hundreds of dealerships across the
major metros and cities globally. It has its factories and plants set all across the world in Asia, North America,
South America, Africa, Europe etc. Mercedes has its factories present in Germany, South Africa, India, France,
Brazil, USA & Hungary.
Promotion: Mercedes Benz has always been an aggressive promoter. The marketing mix promotional strategy
of Mercedes Benz uses all media channels like TV, online, billboards etc. Being placed in the luxury segment,
Mercedes did not feel the need for the traditional methods of advertising. Mercedes’s marketing strategy
always focused on its products, technology etc. but with the changing times and customer attitudes they have
also resorted to increase its communication with consumers worldwide through online marketing, social media
presence, print media, etc. Also Mercedes has built its brand awareness through various customer centric
activities like the Mercedes trophy, which is an international amateur golf tournament where golfers from
around the world compete. Also it organizes various drives like the International driving platform, Luxe drive,
etc. where motor enthusiasts get an opportunity to drive the Mercedes cars in challenging locations.
Information about their positioning/ proposition
Mercedes has positioned itself as a premium product in their market. For this reason the products are more
expensive and only available for a more exclusive group. The pricing strategy used by Mercedes is that of a
, premium product. This is done is order to create a premium image and its target segment is made up of the
higher end customers and small and big businesses.
Information about the target group
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 is targeting middle class drivers
with its lower-priced, but still luxury level, CLA sedan. 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.
Lecture 2
Experience marketing:
Experience: Message:
Mercedes organises events where they showcase The message from Mercedes is to get the customers
the new model. excited for the new car and try to persuade them in
buying it.
Mercedes-Benz Delivers Masters VIP Experience As There are many ways to take in the Masters
One Of Three Global Partners. Tournament. Global partners like Mercedes use the
season’s first major championship as a way to share
special access and experiences with it’s customers
and business sponsors.
The AMG driving experience organized by Mercedes- The AMG Experience combines extraordinary AMG
Benz. performance with unforgettable experiences at
Europe's most beautiful and exciting locations. We
take you to world-famous racetracks, picturesque
routes or icy slopes in Swedish Lapland.
The following topics below are used to see if the experience marketing really does match the criteria for an
experience.
Move you personally
Be overwhelming
Give you a surprise
Be realistic (as authentic as possible)
Interactive
Involve all senses
Feel like an experience
For all three experiences, points can be awarded towards an experience. For example they are all realistic for
the target group, be interactive and feel like a real experience. Driving the cars really helps with that idea.
Conclusion of what can be done better or what is already good
I think Mercedes-Benz are doing a good job with their experience marketing. By creating events where people
can take a look at their new products, test them out and have a close look, u create demand for the new car
and can make sure customers are eager to buy the new model once it comes out.
Neuromarketing:
Neuromarketing is a relatively new field of marketing research which uses brain imaging techniques to identify
brain activity through changes in blood flow. It identifies the choices the brain is making without the social,
rationalizing, or other activities.
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