MERCEDES BENZ

BY
MURPHY JIMMONS
21MB037
History and current status of Benz
• Founded on 28 June 1926; 94 years.
• Predecessors are Benz & Cie (1883–1926), Daimler-Motoren-
Gesellschaft(1890–1926), Mercedes (marque) (1901–1926).
• The slogan for the brand is "the best or nothing“.
• Founders are Karl Benz, Gottlieb Daimler.
• Headquarters located in Stuttgart, Germany
• Key people - Ola Källenius, Chairman of the Board of Management
• Products - Automobiles , Light commercial vehicles
• Production output - 2,164,187 cars worldwide (2020)
Logo history of Mercedes
Marketig Mix strategies of Benz
• Product

• Price

• Place

• Promotion
PRODUCT

• The 4matic and BlueTEC is one of the best technologies till date
• AdBlue is a colourless liquid that is made from a mixture of high-
purity urea (32.5%) and deionised water (67.5%).
• the strongest in its product portfolio will be the luxury car segment
which consists of Sedans, SUVs and sports cars
PRICE
• It caters to a niche segment who value quality more than the price
and so the price is always on the higher end.
• In the overseas market where Mercedes Benz have a huge product
variety available, the prices range from $30,000 to $100000 and
above
• In India as it caters only to the luxury car market, the price ranges
from INR 40,00,000 to somewhere around INR 4 Crores+
• Thus, the Mercedes Benz marketing mix pricing strategy is that of
premium pricing, based on its features and competition.
PLACE
• Mercedes Benz cars are present all across the world.
• The major markets are China, Asia pacific, Europe, Germany, North
America etc.
• In India, it has its manufacturing plant in Chakan, Maharashtra which
is considered to be one CKD plants of Mercedes.
• Mercedes caters to a number of countries worldwide, with its
dealerships and service stations present across various countries.
• ULTRA HIGH NET WORTH individuals are expected to rise in india so
the future of luxury car segment is good.
PROMOTION
• The marketing mix promotional strategy of Mercedes Benz uses all
media channels like TV, print, online, billboards etc.
• online marketing, social media presence, print media, etc.
• customer centric activities - Mercedes trophy, which is an
international amateur golf tournament where golfers from around the
world compete.
• Luxe drive - where motor enthusiasts get an opportunity to drive the
Mercedes cars in challenging locations.
INTERESTING FACTS