Mercedes Benz-Looking for Answers

Logo Says It All

The µthree-pointed star¶ is better µthreerecognised around the world than the Christian cross

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³Oh 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.

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Economy , Competition from other luxury cars and changes in consumer attitudes. Attitudinal Research conducted ³Engineered like no other car in the world´² worked for consumers They appointed groups to collect feedback.

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Reposition of Mercedes ± fun as well as quality. Target Market-Baby Boomers. Key Phrase ± ³Emotional Level´

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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.

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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

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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.

Develop a marketing Research plan for evaluating Consumer Reaction to Janis Joplin advertisement?
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Goal of the Research

Campaign of Janis Joplin

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What is to be measured

Campaign Effectiveness

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Type of Research

Primary Research

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Sample Set

Advertisement Viewers

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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?

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Develop a marketing Research plan for evaluating Consumer Reaction to the ³fun´ ad for the E-class auto launch. E`

Goal of the Research

Promotional Campaign of the fun Ad Was the Campaign Successful Primary Research Interview

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What is to be measured Type of Research Mode of Research

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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?

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Develop a marketing Research plan for evaluating success of Mercedes Website
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Goal of the Research What is to be measured Type of Research Sample Set

Mercedes Website Evaluation Website Effectiveness Primary Research Viewers of the concert

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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?

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

Goal of the Research What is to be measured Type of Research Sample Set

Elton John Concert Concert Effectiveness Primary Research Viewers of the concert

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What made them to choose Elton John? Was the concert successful in promoting the ³Mercedes´ Brand Name? What¶s special in it and does limitations revealed frankly? How for it cope up with competitors?

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

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Goal of the Research Mercedes What is to be measured Type of Research Sample Set

Promotional Campaign for Momentum Campaign Effectiveness Primary Research Mercedes Owners

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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?

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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?

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THANK YOU

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