The new S-Class. Vision accomplished
Mercedes-Benz is a name of well-known luxurious brand for car all over the world. They are supporting the market launch of their new S-class through all relevant communication channel. Under the banner "The new S-Class. Vision accomplished. Their aim is to be presented this car as the global benchmark for luxury motoring. For this reason the campaign focus in making confidence on new S-class among its targeted customer .
Their targeted customers are:
Demographic
|
Geographic
|
Psychographic
|
Age: 25-65
Occupation:
Business person, Service holder.
Income:
Minimum $100,000 per year.
|
Location:
Urban & Sub urban.
|
Preference:
Quality, Trendy, Status, Safety.
Attitude:
Positive, Negative and neutral.
Perception:
Positive image.
Lifestyle:
Usage their luxurious car every day.
|
They want to show the new S-Class is a combination
of classic and sporty model and it marks the beginning of a new era of modern
luxury and safety in cars.
As a 360 degree marketing
campaign they use all relevant IMC tools in their campaign. Description of
tools used in this campaign is given bellow.
Used IMC tools:
Advertising: Four
print motifs have been appeared in newspapers, magazines and national dailies till
the end of June. On TV, the S-Class has been presented as the best car in
the world. The numerous innovative comfort and
safety features, which will provide an all-new driving experience, will be at
the heart of the "Visions" spot, which have been shown throughout
Germany from July
Interactive Marketing: Mercedes-Benz had done many
interactive marketing through different social media and their official
website.
Mercedes-Benz gained more than 18
million contacts, testimony to the enormous interest the social community shows
in the new S-Class through Facebook alone.
Direct Marketing: To emphasis on directly targeting customers. Dealers received an
extensive toolbox that allow them to design and execute exclusive VIP customer
events, which showcase the S-Class in an extraordinary setting in an elegant, timeless
and emotional way.
Public Relation: As public relation activities a special exhibition
at the Mercedes-Benz Museum in Stuttgart from 18 June until 3 November 2013
that pays tribute to the unique phenomenon of the S-Class.
sales promotion: It is said by the Mercedes-Benz company that on purchase of every Benz S-class, the Company will donate $100/vehicle to help provide fragile children with medical facilities.
The new S-Class. Vision accomplished. is an excellent
example of 360 degree marketing campaign though they don't use all tools of
IMC. Because they successfully hit their target by this campaign.
References:
http://media.daimler.com/dcmedia/0-921-614216-1-614228-1-0-0-0-0-0-0-0-0-0-0-0-0-0-0.html
http://www.mercedes-benz.com.vn/content/vietnam/mpc/mpc_vietnam_website/enng/home_mpc/passengercars/home/new_cars/models/s-class/w222.flash.html
http://www.slideshare.net/unique_presenter/mercedes-benz-30566604
