ASSIGNMENT TITLE: MARKETING MANAGEMENT ORIENTATION

MERCEDES BENZ

VEHICLES MANUFACTURER

PREPARED BY: NUR KAMELIA KIRANA BINTI RAYMY

SHAHROMANN

PREPARED FOR: DR RIZUWAN BIN ABU KARIM

SUBMISSION DATE: 8 NOVEMBER 2021

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TABLE OF CONTENT

CONTENT PAGE
INTRODUCTION 3
PRODUCTS OR SERVICE OFFERED 4
MARKETING MANAGEMENT ORIENTATION 5
CONCLUSION 6
REFERENCES 6

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INTRODUCTION

Mercedes-Benz is a luxury automobile manufacturer based in Germany. The headquarters

of Mercedes-Benz and Mercedes-Benz AG are in Stuttgart, Baden-Württemberg, Germany.
They design and manufacture luxury and commercial automobiles. The first Mercedes-Benz
automobiles were made by Benz Patent Motorwagen in 1926. As of 2018, Mercedes-Benz is
the world's biggest premium vehicle vendor. The company's origins may be traced back to
Daimler-Motoren-1901 Gesellschaft's Mercedes and Karl Benz's 1886 Benz Patent-
Motorwagen, which is widely regarded as the world's first self-propelled automobile powered
by an internal combustion engine. It wasn't gasoline that was used, but rather ligroin, a much
more volatile petroleum fluid. "It's all or nothing," says the company's tagline. Mercedes-
Benz makes sedans, SUVs, luxury, and capacious cars, as well as light and large
commercial vehicles. It is also intended for both men and women, as well as families. The
'Engine of the Year Awards 2015' were given to Mercedes-AMG "which illustrates the
company's ability to design and manufacture high-performance engines (Daimler AG,
2015b). Mercedes-Benz won three "World Car Awards" in a row in 2015, including the
"World Car of the Year 2015 Award" for the Mercedes-Benz C-Class. This is a reflection of
the brand's huge popularity among its customers (Daimler AG, 2015b).

As part of its target audience or target market, Mercedes Benz wants to appeal to people
aged 25 to 44 who are in the high-income category. "It's part of our aim to reach out to a
younger audience, and it's one of the reasons I was hired. [The gaming venture] is part of a
larger plan "David George, who started as marketing director at Mercedes-Benz in May,
agrees.

Being in the luxury category caters to a specific market that values quality over cost, hence
costs are always higher. In the global market, where Mercedes Benz offers a wide choice of
items, the fees range from $30,000 to $100,000 and up. It caters primarily to the luxury car
market, hence it spends a lot of money on high-end materials. As a result, Mercedes-
marketing Benz's mix price approach is premium pricing, based on its features and
competitiveness.

Mercedes-promotional Benz's and advertising strategy employs a variety of media platforms,

including television, print, the internet, billboards, and more. They do not need to use
traditional advertising methods such as newspapers because they are already in the luxury
market. Mercedes-Benz vehicles may be found in every country on the planet. Mercedes is
present in a number of countries, with dealerships and service centres in a range of locales.
They include China, Asia Pacific, Europe, Germany, North America, and other important
markets.

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TYPES OF PRODUCTS

Mercedes-Benz is a renowned manufacturer of luxury passenger cars in the globe, and its
vehicles must be properly maintained to guarantee that they continue to function at their
best. Mercedes-Benz manufactures premium automobiles as well as large and light
commercial vehicles. Mercedes also offers financial services and auto repairs, such as
synthetic motor oil, oil filter replacement, and brake component check.

Products:

 Automobiles – Models include the Mercedes SLS, AMG, and S-Class.

 Buses and Trucks – Mercedes Benz manufactures a large range of buses and
coaches, mostly in Europe and Asia.
 Mercedes Benz 600 or 600s limousines A 'bulletproof' feature is available on
Pullman Guard limousines.
 Vans and camper vans
 Mercedes smart car

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MARKETING MANAGEMENT ORIENTATION

The production idea, product concept, sales concept, marketing concept, and social
marketing concept are the five marketing management orientations. The marketing concept
refers to the approach to marketing management that I use at Mercedes-Benz. I chose this
marketing strategy for this organization because they place a greater emphasis on client
demands and benefit from customer pleasure. For example, they make vehicles that are
ideal for a variety of families and individuals. Vans, cars, and limousines are examples. Next,
Mercedes-Benz pays close attention to the quality of its products and services to retain client
satisfaction. Mercedes-Benz also did a fantastic job in their marketing game, particularly for
the wealthy, by featuring their products at major events such as Formula One, awards, and
commercial events with celebrities.

Next, their target market is those between the ages of 25 and 44, which is the best age for
them to begin owning a Mercedes because they have worked for years, and some have
reached the median income required to purchase Mercedes vehicles. Mercedes-Benz also
does not create low-cost vehicles since their target market is wealthy individuals. The price
is appropriate for those with a median income, closely related to the vehicle's quality.
Because the product itself is of excellent quality and features cutting-edge technology, it is
preferable to keep the price low to maintain their image and quality. In general, the company
attempts to offer the best product among its competitors, thus it does not cut corners on
price. Mercedes-Benz has discovered that expanding its product line, offering more
competitive prices, increasing communications with its target market, maintaining
relationships with customers, and providing excellent customer service are all necessary
components of providing superior customer value to its target market.

Meanwhile, Mercedes performed an excellent job of advertising their brands or products on

social media due to the changing times; people nowadays tend to spend most of their time
on digital devices such as smartphones, laptops, and other similar gadgets. Even just by
promoting on social media platforms, they can quickly gain clients from all over the world.
They also run a campaign to express gratitude to both existing and new clients. Mercedes
has always been ahead of the curve and has always been an outspoken booster of its
products and innovations. Mercedes has also increased brand recognition through a variety
of customer-focused events all over the world. Finally, distributing in different countries is a
great way for Mercedes Benz to get renowned worldwide. At the same time, this may assist
them in increasing sales and profits. Next, if customers wished to buy Mercedes vehicles
from another dealer in another nation, good logistic service would undoubtedly win them.

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CONCLUSION

Finally, even though Mercedes Benz sells their products at premium rates, there are a few
various approaches from their marketing campaigns or strategies that have helped them
become a successful firm. We can learn from Mercedes Benz advertising and feedback that
if you stick to your target demographic and deliver consistent results, you will have a
successful business.

REFERENCES

 Wikipedia contributors (2021, November 4) Mercedes Benz Wikipedia.

https://en.wikipedia.org/wiki/Mercedes-Benz
 Daimler Products, 2021, https://www.daimler.com/products/
 Hitesh Bhasin, (2018, March 3), Marketing Strategy of Mercedes Benz
https://www.marketing91.com/marketing-strategy-mercedes-benz/

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