Sunday, November 9, 2014

IMC Campaign to Promote Mercedes-Benz New S-class

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.


Mercedes-Benz sells their cars through their 6 dealers only that's why they don't have any personal selling policy . 

 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



1 comment:

  1. Good job... people will know about Mercedes-Benz New S-class by reading this blog... carry on

    ReplyDelete