Mercedes Benz-Looking for

Mercedes Benz-Looking for

Answers
Answers
 Logo Says It All

The ‘three-pointed star’ is better

recognised around the world than
the Christian cross
Abstract
 “Oh lord wont you buy me a Mercedes Benz”-
Janis Joplin

 Sales Goal1,25,000 cars

 Sales peaked to 99314 in 1986 and slid back

to 61899 in 1993.
Abstract
 Economy , Competition from other luxury cars
and changes in consumer attitudes.

 Attitudinal Research conducted

 “Engineered like no other car in the world”—

worked for consumers

 They appointed groups to collect feedback.

Abstract
 Reposition of Mercedes – fun as well as
quality.

 Target Market-Baby Boomers.

 Key Phrase – “Emotional Level”

Abstract
 They launched all the concept in E-class

 They encourage older baby boomers also.

 direct mail to 3,00,000 current and

prospective Mercedes owners.
Abstract
 Bob Baxter- director of marketing research.

 His staff’s collect information about economy ,auto

industry.

 Conducted Nationwide surveys of customers, dealers, and

sales personnel.

 They conduct written survey

 They made many sponsors

 $40 million to sponsor the tennis ATP Tour

 MARKET RESEARCH

 Identify your problem and objectives.

 Design a research methodology.

 Conduct survey and collect data.

 Organize, analyze and interpret the data.

 Make the right business decision.

 Solve your problems and plan for future.

 Questions for Discussion
Develop a marketing Research plan for evaluating Consumer Reaction to
Janis Joplin advertisement?

 Goal of the Research  Campaign of Janis Joplin

 What is to be measured  Campaign Effectiveness

 Type of Research  Primary Research

 Sample Set  Advertisement Viewers

 Janis Joplin Ad
 Why did the company promote this Ad?

 Is there any Market Compulsion?

 Do you think the company’s Market Share increased

after the Janis Joplin Ad?

 Do you feel that this Ad will create any impact on the

consumer?

 What are the factors that made the company to

promote this Ad?
 Questions for Discussion
Develop a marketing Research plan for evaluating Consumer Reaction to
the “fun” ad for the E-class auto launch.

 Goal of the Research  Promotional Campaign of the

fun Ad

 What is to be measured  Was the Campaign Successful

 Type of Research  Primary Research

 Mode of Research  Interview

 Questionnaire
 Was the Advertisement really successful?

 How was the promotional campaign different from other campaigns?

 Did the celebrities really contributed in the sales figures of Mercedes

E-class?

 Was the Ad really successful in relating to emotions of the

consumers?

 Did the Mercedes really succeed in increasing the market share

through this Ad?

 Was it a mere tongue and cheek Ad to attract Consumers?

 Questions for Discussion
Develop a marketing Research plan for evaluating success of Mercedes
Website

 Goal of the Research  Mercedes Website Evaluation

 What is to be measured  Website Effectiveness

 Type of Research  Primary Research

 Sample Set  Viewers of the concert

 Mercedes Website
 What is the need for Website creation?

 What are the steps taken in online promotion

activity?

 Who are all the members focused and why?

 Are customers satisfied with the online help desk?

 How for the website meets the objective?

 Questions for Discussion
Develop a marketing Research plan for Audience response to the
Elton john concert in New York

 Goal of the Research  Elton John Concert

 What is to be measured  Concert Effectiveness

 Type of Research  Primary Research

 Sample Set  Viewers of the concert

 Elton John Concert
 What made them to choose Elton John?

 Was the concert successful in promoting the

“Mercedes” Brand Name?

 What’s special in it and does limitations

revealed frankly?

 How for it cope up with competitors?

 Questions for Discussion
Develop a marketing Research plan for evaluating Audience
response to Mercedes Momentum

 Goal of the Research  Promotional Campaign for

Mercedes Momentum

 What is to be measured  Campaign Effectiveness

 Type of Research  Primary Research

 Sample Set  Mercedes Owners

 ATP Tennis Sponsors
 What it is the scope of the Sponsorship?

 What is the reach?

 Why did you choose Tennis as a Brand sport?

 Was the Sponsorship successful?

 Is there any value addition to the consumers?

 Mercedes Momentum

 How was it different from other campaigns?

 Was there any Market Compulsion?

 Why did he choose Magazine as a mode for

promotion?

 Was the Magazine really useful for Owners?

THANK YOU