작품번호 : PW19-1006

M e r c e d e s – B e n z

‘What’s Your Class? ’Young and Female targeted Brand Communication Strategy

C o n t e n t s

I. Situation Analysis

II. Brand Communication Strategy

III. IMC Strategy

1. Market analysis 2. Consumer Analysis

3. Product Analysis4. Conclusion

1. Brand Analysis2. Brand Core Identity3. Communication Program

1. Marketing Object2. Marketing Strategy3. IMC Program

Imported Car

1. Market Analysis (1) I. Situation Analysis

0

5000

10000

15000

20000

1998 1999 2000 2001 2002

ImportedCar

0%10%20%30%40%50%60%70%80%90%

100%

2000 2001 2002

LexusMBBMW

Market of Imported Car in Korea is growing more than 200% every year

( Battle field of Imported car) World No.1 brand Benz’s M/S in Korea

is going down to No. 3(No.1=BMW, No.2=Lexus in 2002)

Chance! in time Crisis! of MB

Falling M/S in Expanding Market

Mercedes-Benz M/S

(Source : KAIDA) (Source : KAIDA)

0% 50% 100%

2002

2001

20003 Series (BMW)

C-Class (MB)

New Beetle(VW)etc

00.10.20.30.40.50.60.70.80.9

1

1998 1999 2000 2001 2002

Luxury SedanMedium SedanCompact Sedan

M/S by size

The Market of Compact Sedanis emerging as

valuable market

M/S in Compact Sedan by brand

Falling M/S of C-Class in Compact Sedan Market

1. Market Analysis (2) I. Situation Analysis

(Source : KAIDA) (Source : KAIDA)

Necessity of Active Marketingfor Compact Sedan of Benz

Chance! Crisis!

20

25

30

35

40

45

2000 2002

Age structure ofpossible consumers

in Compact Sedan market

Consumer Analysis 1 소형차 소비자 분석 Situation Analysis

Expanding to the Young Generation(Import car first started as a Luxury Sedan)

Awareness ofCompact Sedan

in Young Generation

Necessity of Marketing to attract Young Generation

Young people are unaware ofour new C-Class models

(Dominant S-Class, E-Class image)

2. Consumer Analysis of Compact Sedan (1) I. Situation Analysis

MBVWBMW

(Source : 100 group Questionnaire 1)

(Source : MB Korea)

Chance! Crisis!

Consumer Analysis 1 소형차 소비자 분석 Situation Analysis

Necessity of Integrated Marketing Strategy to attract Female

0% 50% 100%

2002

2000

Female

Male

Current Expansion of Female Consumers

Sex Distinction in Compact Sedan

BMW 3VW NBMB C- Classetc

Model M/Sin Female Market

Female prefer 3 Series than C-Class(New Beetle in 2nd place)

I. Situation Analysis

(Source : BMW Korea) (Source : BMW Korea)

2. Consumer Analysis of Compact Sedan (2)

Chance! Crisis!

Consumer Analysis 1 소형차 소비자 분석 Situation Analysis

C-Class has Competitiveness. If people know our C-Class,

We Can Win This Game!!!

3. Product Analysis of Compact Sedan I. Situation Analysis

Mercedes-BenzC-Class

BMW3 Series

Volks WagenNew Beetle

LexusIS Model

Model C 180-2,000cc, Cd 0.26, Best Selling ModelC 200K SC-2,000cc, Sport Coupe Kompressor ModelC 240-2,600ccC 320-3,200cc, Dynamic Performance ModelCLK 240 -2,600cc Stylish Coupe Model

318i-1,800cc, Best Sold Model320i-2,000cc Best Selling Model325i-2,500cc330i-3,000325Ci -2,500cc, Convertible Model

New Beetle STD-2,000cc Old Beetle Model RedesignNew Beetle DLX-2,000ccDeluxe Model

IS 200 S-2,000ccIS 200 L-2,000ccUpgrade Model

Price 4,600~7,900 (x10000 won) 4,700~7,300 2,980~3,290 3,980~4,250

Advantage Reasonable Price, High Performance, Stylish

Reasonable Price, High Performance

Cheap Price, Stylish Relatively Cheap

Disadvantage Low Awareness Similar Models Low Performance 2 Model Choice

False“C-class is expensive”

“There is no young, dynamic C-class”“BMW is No.1 in KOREA”

True“Benz C-class has price competitive”

“Benz C-class has young and innovativeCoupe, Sport car, Kompressor ”

“Mercedes-Benz is No.1 in the world”

(Source : F.G.I.)

Situation Analysis

1. Develop Benz Brand Image to meet the unique needs of

Young Generation & Female Consumers

I. Situation Analysis4. Conclusion of Situation Analysis

2. Increase Actual sales of C-Class+

Chance in time Crisis of Benz

Consumer

Market

Product

Remarkable expansion of Compact Sedan Market

Increase of Young Generation & Female

Consumers

Low M/S of Compact Sedan of Benz

Low awareness of C-Class by Young Generation & Female

Consumers

Actually, Benz C-Class has price competitive and young and innovative models as a world no.1 brand.

II. Brand Communication Strategy

1. Brand Analysis2. Brand Core Identity3. Brand Positioning

II. Brand Communication Strategy

Long TermStrategy

Emphasis of Benz Brand Image

0 20 40 60

Luxury

Midium

Compact

Lexus BMW Mercedes-Benz0 20 40 60

Luxury

Midium

Compact

Lexus BMW Mercedes-Benz

Brand Awareness of each class

Dominant image of ’S-class’Weak ‘C-Class’ awareness

Relatively weak awareness in compact sedan Imported car = Luxury car Balanced awareness in every sedan

Imported car = Alternative choice

Increase ‘C-Class’ awareness Balanced acknowledge

M e r c e d e s – B e n z

Consumer Analysis 1 소형차 소비자 분석 Situation Analysis1. Brand Analysis (1) II. Brand Communication Strategy

17%

17% 43%

2002 2003 Objective

(Source : 100 group Questionnaire 1)

1. Brand Analysis (2) Major competitor Brands Image

Mercedes-Benz BMW Lexus Daimler Chrysler Ford

Slogan ‘It’s now or never’ ‘Driving pleasure’ ‘Overwhelming Passionate’

‘Open Mind’ ‘No Boundaries’

Strong Best on Wheels Innovative, Young, Rational

Young, Innovative Rational, Friendly, Young

Cheap, Friendly

Weak Old, Conservative, Expensive, S-class Image

No.2,Lack of Originality

Faithless,Domestic Awareness

General,Mid-class

General,Mid-class

-Luxury Brands has Young, Innovative image-Mid Brands shows Friendly, Cheap and General image

0

50

100frendly

innovative

youngimage of best

expensive

BMW Lexus Mercedes-Benz

I. Situation AnalysisII. Brand Communication Strategy

(Source : F.G.I.)

‘friendly’‘innovative’

‘young’

‘best’‘expensive

’

definitely lack ! definitely enough !

Mercedes-Benz

Friendly, Innovative, No. 1

“What’s Your Class?”Strategy

1. Approach : Minimize Non-awareness

2. Build-up : Minimize Non-preference

3. Differentiate : Maximize preference

-Satisfying your various needs(C-class, CL, CLK, SL, SLK, M)-Young eye-leveled, Compact Sedan target-Always near customer

-Complement Lacking Image-State-of-the-art machine manufacture-Dynamic-innovative Designer

-‘best on wheels’ from all around the world-Best Car, Best Driver from every each class

2. Brand Core Identity II. Brand Communication Strategy

Friendly

Innovative

No. 1

Minimize Non-awareness

Minimize Non-preference

Maximize Preference

friendly

innovative

No.1

2. Brand Core Identity II. Brand Communication Strategy

A Simple Dialogue that shows consumers

that they can have great chanceto choose the No. 1 of their own class.

1.First Class=C-Class 2.Repeat of word ‘Class’

Symbolic Question ‘there are various class

in Benz’

Emphasis of No.1 Brand Image

of Benz

Actual Friendly & Innovative class

of Benz

What’s Your Class?

Oh.. I’m C-Class!!!

Me? The First Class..

“What’s your class?” Strategy

Brand Image Positioning

AdvertisementProgram

SponsorshipProgram

EventProgram

WWWProgram

PR Program

3. Communication Program II. Brand Communication Strategy

Friendly

Innovative

No. 1

Core Identity

AdvertisementProgram

Media Program I

SponsorshipProgram

“What’s Your Class?”

“I’m First Class Designer”“And I’m C-class!”

1.ConceptEvery each class has a first class.We offer consumer’s various needs.Be a first class father, first class banker, first class designer.

2.Model : A Young, Creative success from each class (ex, Good Father, Banker, Designer)

3.Strategy : -By asking your class

Decide your MB class and Strengthen the awareness-By saying First Class

Show the model is a success-By specifying the Class

Recognize MB has every Class for every success

II. Brand Communication Strategy3. Communication Program

1.Fashion Show (2003 Spring, Nix in Mercedes-Benz) -For Young and Woman, One definite way to express is by clothing -Attract Young Peoples attentions by launching our brand through fashion show -Young, Trendy clothing brand Nix (COAX), Calvin Klein 2. Rock Concert (Benz Concert) -Another way for Youngsters to show their passion -Powerful Rock group has enough reason to move massive people’s mind -Passionate, Friendly Rock Group World Cup Hero “Yoon Band”

3.F1 Racing (Benz Racer) -Racing track is the very place where people gather together with one big reason = Car -They are looking for Innovative, Dynamic vehicles and we are ready to reveal our new car -The biggest racing in Korea F1 Racing

EventProgram

PR program

Open Car event (‘What’s your class?’ event)

-To get familiar direct into customer’s mind “Take a ride! Make your class MB”-Exhibit each class of MB on crowed place, young people’s gathering place-Seeing it is far better than hearing it!-The more they gather, the better they see it Apgujung Rodeo Street, Samsung-Mall

MB Place (‘C-class Place Apgujung’)

-Open a Mb place by each class C-class place, CLK place, M-class place-Each MB place could be the relax, waiting place-The people who visit this place is open minded, killing time-We can give our new MB issues or MB games-We offer the convenience, they find MB friendly.

WWWProgram Open separate Mercedes-Benz web site!

-We don’t bound our customer’s various needs and interest into just one ‘mercedes-benz.co.kr’ -Segmented customers will be our Segmented target itself! -Benz-Teenager.co.kr : Kids are Potential Target & could affect the whole family’s MB Brand Image -Benz-Girl.co.kr : By the social demand, there are also the big target and still increasing -Benz-Leisure.co.kr : 5 day’s a week working day is creating a new trend of Weekend Leisure sport.

Media Program II

II. Brand Communication Strategy3. Communication Program

III. IMC Strategy

Short TermStrategy

1. Marketing Object2. Marketing Strategy3. IMC Program

Benz C-ClassSales Increase

III. IMC Strategy

2003 C-Class Marketing Objective

2001 2002 20031st BMW 3 Series 235 cars BMW 3 Series 885 cars Mercedes

-BenzC-class

Expectation:1770

cars

2nd Mercedes-BenzC-class

185 cars VolkswagenNew Beetle

388 cars

3rd VolkswagenNew Beetle

182 cars Mercedes-BenzC-class

Less than 388 cars

1. Marketing Objective III. IMC Strategy

(Source : KAIDA)

2003 Objective of C-Class Marketing

Compact Sedan M/S 31% Ranking #1

Goal sales :1770

cars Ranking #1

12001770 cars !

Final Goal Sales for our Core Target (Young Generation, Female)

in 2003

2. Market Segmentation

Young Generation Female

Young and Innovative Style High Quality + Compact sizePreference

Consumer of Compact sedan

Rich Boys Ability Groups

12% 88%

Career Women

House Women

64% 36%Bigger model

PreferredRational

ConsumptionGood Economic

Strength, Self-Confidence

Rational Consumption,

Lack of Information

Core Target ! Core Target ! Sub Target !Niche Target

Market Segmentation

III. IMC Strategy2. Marketing Strategy (1)

Market Segmentation

StarStar

C 200

C 200

Old ladies favorite model C200 is no longerManufactured, New C-class model entry

C 240C 320C 200K SC CLK 240

C 180

C 180

C 240C 200K SC

C320CLK 240

Young Ability group and Career woman targetedmodels C240,C200K SC will be core productand C320, CLK240 will be the following

III. IMC Strategy

Cash Cow

Question Mark

Dog

Star

CashCow

Question Mark

Dog

Reposition!

C 240, C 200K SC to be the Star Product !

2. Marketing Strategy (2)Product Positioning by BCG Product Portfolio

C240 Compact+Powerful+Safety

60,900,000 WonDelicate Interior

Super Charger +2,200RPM5 step Safety

Compact, Dynamic C Model

C200K Sport CoupeRhythm+Performance+Open

49,900,000 WonRear Spoiler

Panorama Sun-roofClear Top

Young, Innovative C Model

III. IMC Strategy

Young Star ! Woman Star !

Young, Innovative, and Dynamic Design

Compact sizeCompetitive price + +

Activate IMC with C200K SC and C240

2. Marketing Strategy (3)Star Model from BCG Product Portfolio

C-class Marketing Program

SalesPromotion

SponsorshipProgram

Event/ShowProgram

FacilityProgram

PR Program

3. Communication Program

Ability Groups

Career Woman

House Woman

Core Target

III. IMC Strategy

‘03 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Offering Profit for purchase of Female

Offering Profit or purchase

of Youth

Winter Safety Education

forFemale/Youth

Autobahn Tour for selected

Benz PurchaserC 200K, C 240

Movie Location Tour

where C-class was used in Movie

for selected Benz Purchase

24 Hours a Day Repair & Maintenance System

‘Benz Fever’ Concert of Yoon’s Band

sponsored by Benz

Christmas Concertof YoYoMa

Sponsored by Benz

Calvin KleinFashion Show

sponsored by Benz

Award Female/Youth as C-Class of the Year

SalesPromotion Strategy

Basic Facility

EventSponsor

PR

III. IMC Strategy

Young & FemaleSampling

IMC Program Time Table

3. IMC Program