₱ According to Business Week magazine, Mercedes-Benz is part of the top ten most recognizable global brands1. In all truth, if you have not heard or know what Mercedes-Benz is, you have lived under a rock your entire life. Their high profile and marketing success is no accident. Mercedes-Benz is considered a luxury car maker and that reputation is unlikely to change. Mercedes-Benz is the world’s oldest automotive brand still in existence today.
This essay attempts to explain the advertising and marketing communications that this company has undertaken in the past, how they stand now and what the future may bring for the Mercedes-Benz brand. In order to accomplish this goal, the company’s background, including an executive summary, and brand’s vision and objectives will be covered.
This essay will attempt to include a SWOT Analysis, Competitive Analysis, identify its target markets, and gaze through its promotion and publicity along with current and historical illustrations of those ads. Some estimates of the advertising budget, and the company’s strategic alliances will also be covered. Background
Mercedes-Benz is not a company by itself; it’s a division of Daimler AG, its parent company. Mercedes-Benz is a German manufacturer of automobiles, buses, coaches, and trucks. To make some historical notes, the name first appeared in the second decade of the XX century. Still, the true origins of the Mercedes-Benz movement started long ago, going back to Daimler’s 1901 Mercedes and to Karl Benz’s 1886 Benz Patent Motorwagen in Germany.
The company started by Karl Benz’s creation of the first “petrol-powered” car patented in January 1886. The Mercedes car was first introduced and marketed in 1901 by “Daimler Motoren Gesellschaft”. However, it wasn’t until 1926 when the first Mercedes-Benz brand name vehicles were produced and sold2.
As a leading automobile manufacturer, Mercedes-Benz has introduced many technological and safety innovations over the years and those later became common in other competitive brand vehicles. Needless to say, Mercedes-Benz is one of the most well-known and established automotive brands in the world. Recently, Mercedes-Benz merged with U.S based company, Chrysler Corporation to become Daimler Chrysler. This merge took place in 1998. This was a strategic move by the company. * Kinds of cars
* G-Class—Sports Utility Vehicle (SUV)* GL-Class—Sports Utility Vehicle (SUV)* GLK-Class – Sports Utility Vehicle (SUV)* M-Class—Sports Utility Vehicle (SUV)* R-Class—Luxury Tourer Vehicle (LTV)* S-Class—Saloon* SL-Class—Roadster* SLK-Class—Roadster₱₱* SLS AMG—Coupé
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