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Brand and Marketing

Mughees Maqsood
L1S21MBAM0044
UCP
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Selected Industry
The selected industry for this task is automotive industry that deals with producing and
selling the vehicles including farm equipment, trucks, cars and commercial vehicles.
There are wide range of organization and companies that falls in automotive industry
and involved in designing, manufacturing, developing, marketing and then selling them.

Selected brands
The three selected and outstanding brands that are well known on international level
are Honda, Mercedes Benz and Toyota.

Honda
It is Japanese based brand that was introduced by Honda Motor Co., Ltd. Honda forms
in Hamamatsu, Shizuoka. It was formed in 24 September 1948. Honda is public limited
company and its founder is Soichiro Honda Takeo Fujiswawa. Its headquarter is located
in Minato Tokyo.

1. Working
Honda is currently working with 219722 competent and skilful employees. There
are four core policies of Honda i.e., supporting the youth for future, protect the
global environment, address the needs of local community and promote the
traffic safety. The main function of Honda Company is to manufacture motors
and provide them in international market.
2. Promotional strategies of Honda
Honda use marketing mix and use geographic, psychographic and demographic
segmentation variables. Through these variables Honda understand the market
demand and customer satisfaction to bring change and improvement
accordingly. For marketing the distribution strategy that Honda use is direct
selling agent, resellers, authorized service centre’s, dealership and showrooms
along with e-commerce sites. Moreover, Honda use visibility campaigns and
extensive branding that help it to create positive world of mouth and top mind
awareness among customers that ultimately leads the company toward high
sales.
3. Product category of Honda
Honda mainly offers 5 unique models of car includes 2 categories of Sedan,
Hatchback category, compact SUV cars, and upcoming New Jazz and HR-V
cars.
4. Pricing strategy of Honda
To give pre-owned motors Honda use the competitive strategy and use Market
based pricing. It reflects that the pricing strategies of Honda based on market
supply and demand rather than book value.

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Toyota
Toyota is also Japanese based automotive company that was founded in 28 August,
1937. The founder of Toyota is KiichiroToyoda. The company is public limited and serve
its products on international level. The company headquarter is located in Toyota city
that is located in Aichi Japan.

1. Working
Toyota involves in finance and automobiles business. It segments involves in
manufacturing and designing of sports cars, 2box, minivans, and sedans.
Moreover, company also manufactures heavy vehicles like trucks. According to
the financial report of 2021 the company is currently running with 366283
competent and energetic employees.
2. Promotional strategies Toyota
For marketing Toyota use differentiation strategies. The main aim of this strategy
is to provide innovative and competitive product to stay in the marketplace.
Moreover, the other marketing strategies that Toyota use for marketing is
intensive strategy which includes market development, product development and
market penetration.
3. Product category of Toyota
The product category of Toyota includes engines, vehicles, car electronics, air
conditioning compressors for car and stamping dies.
4. Pricing strategy of Toyota
Toyota use market oriented strategy for pricing. Through this strategy the
company determines the marker value and then set prices according to market
condition and price range set by its competitors.

Mercedes Benz
Mercedes Benz is a automotive marquee which is Germany based company. It was
founded in 28 Jun, 1926 by Benz and Cie. The company serves its products on
international level and it’s headquarter is located in Stuttgart, Germany.

1. Working
Mercedes Benz produces commercial and luxury vehicles for consumers. Along
with product manufacturing and designing company provide oil replacement
services, check the fluid and provide correction and reset the maintenance
counter. The company uses the functional structure and distributes its work to
employees. Moreover, company also provides the replacement service of brake
fluid.
2. Promotional strategies of Mercedes Benz
Mercedes Benz use differentiation strategies for marketing. The main aim of this
promotional strategy is the customer satisfaction and their retention for long term.

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The targeted customers of Mercedes are young buyers that are passionate to
drive car. Company considers the style and current trends and then brings
innovation in vehicles through its differentiation strategy.
3. Product category of Mercedes Benz
The product category that are sub brands of Mercedes Benz are G-class,
Mercedes-EQ, Mercedes-Maybach and Mercedes-AMG and its is the world best
and largest car manufacturer.
4. Pricing strategy of Mercedes Benz
Pricing strategy of Mercedes use premium pricing strategy and mix pricing
strategy based on its competition and products features.