Mercedes Benz Marketing Mix

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Marketing Mix of Mercedes Benz analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Mercedes Benz marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the Mercedes Benz Marketing Mix:

Product:

Mercedes Benz is one of the leading premium car brands in the world. One of the strongest points of Mercedes is its products. 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, SUVs and sports cars as well. In the new generation segment, it has A-class, B-class and the CLA. In the sedan, it boasts of the E-class, C-class and S-class. Mercedes Benz also has a wide range of cabriolets and roadsters in its product portfolio while it has the GLA, GLE, GLC and GLS in the SUV sector. Also the Mercedes Maybach S class is a true essence of luxury in its own. The Mercedes can boast about its products as not only it has the best of design and luxury but also the best of technology. The 4matic and BlueTEC is one of the best technologies till date. Also apart from dealing with new cars, Mercedes also deals with pre-owned Mercedes through its Mercedes Benz certified portfolio.


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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. In the overseas market where Mercedes Benz have a huge product variety available, the prices range from $30,000 to $100000 and above. In India as it caters only to the luxury car market, the price ranges from INR 25,00,000 to somewhere around INR 80,00,000. Thus, the Mercedes Benz marketing mix pricing strategy is that of premium pricing, based on its features and competition.


Place:

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. In India, Mercedes has over 80 dealerships across the major metros and cities. It has its factories and plants set all across the world in Asia, North America, South America, Africa, Europe etc. In India, it has its manufacturing plant in Chakan, Maharashtra which is considered to be one CKD plants of Mercedes. Also it has its RnD center located in Bangalore.


Promotion:

Mercedes Benz has always been an aggressive promoter. The marketing mix promotional strategy of Mercedes Benz uses all media channels like TV, print, online, billboards etc. Being catering to 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. Hence, this covers the Mercedes Benz marketing mix.


About Mercedes Benz:

Mercedes Benz is a German automobile manufacturer that deals in luxury cars, buses and trucks. Its headquarters is in Stuttgart, Germany. Founded in 1926 by Karl Benz and Gottlieb Daimler, Mercedes-Benz has come a long way in establishing itself as one of the top most luxury brands in the world. Mercedes Benz’s logo, the 3-pointed star is one of the best known logos in the world. Daimler AG being the parent company it has Mercedes AMG and Mercedes Maybach as its subsidiaries. Mercedes Benz’s slogan is “The best or Nothing” and they have lived up to this in true sense.

Mercedes Benz India was started in 1994 with its headquarters in Maharashtra and has emerged as a pioneer in the Indian luxury car market as they marked the beginning of the Indian luxury car market in India. Mercedes Benz has been growing at a fast pace in the Indian marker at par with its competitors- Audi and BMW.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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