Mercedes Benz Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: August 08, 2021
Marketing Strategy of Mercedes Benz 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 Mercedes Benz marketing mix, help the brand succeed in the market.
Mercedes Benz marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Mercedes Benz Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Mercedes Benz marketing strategy can be explained as follows:
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. By 2022, the company is focusing on investing $11bn for having electric & hybrid cars in the market.
Mercedes Benz Price/Pricing Strategy:
Below is the pricing strategy in Mercedes Benz marketing strategy:
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 $100,000 and above. Primarily it caters only to the luxury car market, and hence 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.
Following is the distribution strategy in the Mercedes Benz marketing mix:
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.
Mercedes Benz Promotion & Advertising Strategy:
The promotional and advertising strategy in the Mercedes Benz marketing strategy is as follows:
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.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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