Published by MBA Skool Team, Last Updated: December 05, 2016
Marketing Strategy of Daimler analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Daimler marketing mix, help the brand succeed.
Daimler marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Daimler Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Daimler Product Strategy:
The product strategy and mix in Daimler marketing strategy can be explained as follows:
Daimler has a wide variety of products which can help understand its marketing mix. The portfolio ranges from cars, bikes to buses and trucks. It has made a significant impact in the field of automobile industry. Daimler is regarded as one of the big leaders when it comes to the production of the luxury cars. The Mercedes brand itself has made its name among the people. Globally we find the cars are well known and they are putting their mark in the industry like cars with a brand name of S-Class, E-Class, C-Class and the ML-Class, GL-Class, CLS-Class and SLK-Class. Under the trucks Daimler has products like the Mercedes Benz, FUSO, Freightliner, Western Star & Bharat Benz. The company also has made inroads to the segments of vans and camper vans, with a diverse portfolio to choose from. For the buses we find that they include the variety of urban buses, touring coaches, Mini buses and chassis. There are other product line also for the buses like Setra, Thomas Built Buses and Bharat Benz. Maybach are premium cars offered by Daimler.
Daimler Price/Pricing Strategy:
Below is the pricing strategy in Daimler marketing strategy:
Daimler is a brand associated with luxury cars and other transport medium as stated above.
The pricing of these products are made because of the brand value. The prices are high and the vehicles are priced starting at almost Rs. 21.5lakhs to almost Rs. 8 cores when converted to the Indian currency. In USA, Daimler Mercedes Benz passenger cars range between $30,000 to $200,000 convertible SL class sports cars. The pricing strategy in the marketing mix vary with the condition of the industry and the situation of the market. But it is stagnant almost all the time around this range. The targeted customers of the company is the niche segment. They thus price their products accordingly. They believe in their brand value which is generated over the years and is considered as one of the best. Thus the price of the vehicles are high and also because of the features which they offer. Being in a niche segment of vehicles we find that Daimler cars are fairly priced when taken into the consideration of the customer base. Globally the price of the products are varying. They are priced and the prices vary as per the global variation of the exchange rate and the country they supply to. Thus the market price vary globally according to the exchange rate.
Daimler Place & Distribution Strategy:
Following is the distribution strategy in the Daimler marketing mix:
The places where Daimler is targeting its product is not restricted to one country. The brand Daimler is a world famous brand and the products are found almost everywhere in the world. The company has targeted a niche segment of people and because of that the places of the availability depends on the market research. The company has its manufacturing unit all over the world and thus they make sure that their products are available almost all over the world. Daimler is now trying to venture into the potential markets like India so that the customer base is increased. This is an untapped area when it comes to the company and its products.
The various segments of the vehicles are there to target various kinds of customers and thus they make sure that their products are available all over the world.
Daimler Promotion & Advertising Strategy:
The promotional and advertising strategy in the Daimler marketing strategy is as follows:
Daimler has left no stones unturned to make itself visible in this competitive industry. The promotional strategy in the marketing mix of Daimler is to have comprehensive marketing campaigns to create a strong brand awareness among the affluent classes. We find that the promotions are done through adds. Daimler has diversified its promotion to a more energetic and fun loving side of the company. The company is now aimed to target more of the youth. They are reducing the price of the vehicles so that they can breach the customer barrier. They are making great efforts to turn the market scenario. Online advertising, social media, excellent point of customer services, print media, television advertising, none of the stones are left unturned. The company also promotes its brand in the F1 races and the MotoGp. This makes them reach the customers more and is a great source of promotion to the worldwide customers, depicting the performance and the service which the brand offers to its customers. This summarizes the marketing mix of Daimler.
Daimler AG is a German automobile giant, headquartered in Stuttgart. The company has a diversified profile. It is into cars, bikes, trucks and bus. The company has famous brands like Mercedes Benz, Mercedes AMG, Smart Automobile, Thomas Built Buses, etc. Daimler is the thirteenth largest car manufacturer and the second largest bus manufacturer in the world. The companies Benz & Cie and Daimler Motoren Gesellschaft AG merged in the year 1926 and started producing automobiles under the name of Mercedes Benz. The company has become a famous name in the field of automobile. The company has its units all over the world. Daimler is also one of the oldest manufacturer of the luxury car segment.
The success of the company is not an accidental one. It is a mix of hard work, patience and most importantly the excellent strategy of marketing.
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