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작품번호 : PW19-1006

작품번호 : PW19-1006. ‘What’s Your Class? ’ Young and Female targeted Brand Communication Strategy. M e r c e d e s – B e n z. C o n t e n t s. 1 . Market analysis 2 . Consumer Analysis 3 . Product Analysis 4 . Conclusion. I. Situation Analysis. 1 . Brand Analysis

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작품번호 : PW19-1006

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  1. 작품번호: PW19-1006

  2. ‘What’s Your Class? ’ Young and Female targeted Brand Communication Strategy M e r c e d e s – B e n z

  3. C o n t e n t s 1. Market analysis 2. Consumer Analysis 3. Product Analysis 4. Conclusion I. Situation Analysis 1. Brand Analysis 2. Brand Core Identity 3. Communication Program II. Brand Communication Strategy 1. Marketing Object 2. Marketing Strategy 3. IMC Program III. IMC Strategy

  4. 1. Market Analysis (1) I. Situation Analysis Mercedes-Benz M/S Imported Car (Source : KAIDA) (Source : KAIDA) Market of Imported Car in Korea is growing more than 200% every year ( Battle field of Imported car) World No.1 brand Benz’s M/S in Korea is going downto No. 3 (No.1=BMW, No.2=Lexus in 2002) Crisis! of MB Chance! in time Falling M/S in Expanding Market

  5. 1. Market Analysis (2) I. Situation Analysis M/S by size M/S in Compact Sedan by brand (Source : KAIDA) (Source : KAIDA) Chance! Crisis! Falling M/S of C-Class in Compact Sedan Market The Market of Compact Sedan is emerging as valuable market Necessity of Active Marketing for Compact Sedan of Benz

  6. Consumer Analysis 1 소형차 소비자 분석 2. Consumer Analysis of Compact Sedan (1) Situation Analysis I. Situation Analysis Age structure of possible consumers in Compact Sedan market Awareness of Compact Sedan in Young Generation (Source : 100 group Questionnaire 1) (Source : MB Korea) Chance! Crisis! Expanding to the Young Generation (Import car first started as a Luxury Sedan) Young people are unaware of our new C-Class models (Dominant S-Class, E-Class image) Necessity of Marketing to attract Young Generation

  7. Consumer Analysis 1 소형차 소비자 분석 2. Consumer Analysis of Compact Sedan (2) Situation Analysis I. Situation Analysis Sex Distinction in Compact Sedan Model M/S in Female Market (Source : BMW Korea) (Source : BMW Korea) Chance! Crisis! Female prefer 3 Series than C-Class (New Beetle in 2nd place) Current Expansion of Female Consumers Necessity of Integrated Marketing Strategy to attract Female

  8. Consumer Analysis 1 소형차 소비자 분석 Situation Analysis I. Situation Analysis 3. Product Analysis of Compact Sedan (Source : F.G.I.) True “Benz C-class has price competitive” “Benz C-class has young and innovative Coupe, Sport car, Kompressor ” “Mercedes-Benz is No.1 in the world” False “C-class is expensive” “There is no young, dynamic C-class” “BMW is No.1 in KOREA” C-Class has Competitiveness. If people know our C-Class, We Can Win This Game!!!

  9. 4. Conclusion of Situation Analysis Situation Analysis I. Situation Analysis Crisisof Benz Chance in time Low M/S of Compact Sedan of Benz Remarkable expansion of Compact Sedan Market Market Low awareness of C-Class by Young Generation & Female Consumers Increase of Young Generation & Female Consumers Consumer Actually, Benz C-Class has price competitive and young and innovative models as a world no.1 brand. Product • Develop Benz Brand Image • to meet the unique needs of • Young Generation & Female Consumers 2. IncreaseActual sales of C-Class +

  10. II. Brand Communication Strategy II. Brand Communication Strategy Emphasis of Benz Brand Image Long Term Strategy Brand Analysis Brand Core Identity Brand Positioning

  11. Consumer Analysis 1 소형차 소비자 분석 1. Brand Analysis (1) II. Brand Communication Strategy Situation Analysis 17% 43% 2003 Objective 2002 Brand Awareness of each class 17% (Source : 100 group Questionnaire 1) Relatively weak awareness in compact sedan  Imported car = Luxury car Balanced awareness in every sedan  Imported car = Alternative choice M e r c e d e s – B e n z Increase ‘C-Class’ awareness Balanced acknowledge Dominant image of ’S-class’ Weak ‘C-Class’ awareness

  12. II. Brand Communication Strategy I. Situation Analysis 1. Brand Analysis (2) Major competitor Brands Image -Luxury Brands has Young, Innovative image -Mid Brands shows Friendly, Cheap and General image (Source : F.G.I.) Mercedes-Benz ‘friendly’ ‘innovative’ ‘young’ ‘best’ ‘expensive’ definitely lack ! definitely enough !

  13. 2. Brand Core Identity II. Brand Communication Strategy 1. Approach : Minimize Non-awareness Friendly -Satisfying your various needs (C-class, CL, CLK, SL, SLK, M) -Young eye-leveled, Compact Sedan target -Always near customer Minimize Non-awareness Friendly, Innovative, No. 1 2. Build-up : Minimize Non-preference Innovative MinimizeNon-preference -Complement Lacking Image -State-of-the-art machine manufacture -Dynamic-innovative Designer No. 1 3. Differentiate : Maximize preference Maximize Preference -‘best on wheels’ from all around the world -Best Car, Best Driver from every each class friendly “What’s Your Class?” Strategy innovative No.1

  14. 2. Brand Core Identity II. Brand Communication Strategy What’s Your Class? “What’s your class?” Strategy A Simple Dialogue that shows consumers that they can have great chance to choose the No. 1 of their own class. 1.First Class=C-Class 2.Repeat of word ‘Class’ Symbolic Question ‘there are various class in Benz’ Me? The First Class.. Emphasis of No.1 Brand Image of Benz Oh.. I’m C-Class!!! Actual Friendly & Innovative class of Benz

  15. 3. Communication Program II. Brand Communication Strategy Brand Image Positioning Advertisement Program PR Program Core Identity Friendly Innovative No. 1 WWW Program Sponsorship Program Event Program

  16. 3. Communication Program Media Program I II. Brand Communication Strategy Advertisement Program “What’s Your Class?” “I’m First Class Designer” “And I’m C-class!” 1.Concept Every each class has a first class. We offer consumer’s various needs. Be a first class father, first class banker, first class designer. 2.Model : A Young, Creative success from each class (ex, Good Father, Banker, Designer) 3.Strategy : -By asking your class  Decide your MB class and Strengthen the awareness -By saying First Class  Show the model is a success -By specifying the Class  Recognize MB has every Class for every success 1.Fashion Show (2003 Spring, Nix in Mercedes-Benz) -For Young and Woman, One definite way to express is by clothing -Attract Young Peoples attentions by launching our brand through fashion show -Young, Trendy clothing brand  Nix (COAX), Calvin Klein 2. Rock Concert (Benz Concert) -Another way for Youngsters to show their passion -Powerful Rock group has enough reason to move massive people’s mind -Passionate, Friendly Rock Group  World Cup Hero “Yoon Band” 3.F1 Racing (Benz Racer) -Racing track is the very place where people gather together with one big reason = Car -They are looking for Innovative, Dynamic vehicles and we are ready to reveal our new car -The biggest racing in Korea  F1 Racing Sponsorship Program

  17. 3. Communication Program II. Brand Communication Strategy Media Program II PR program MB Place (‘C-class Place Apgujung’) -Open a Mb place by each class  C-class place, CLK place, M-class place -Each MB place could be the relax, waiting place -The people who visit this place is open minded, killing time -We can give our new MB issues or MB games -We offer the convenience, they find MB friendly. Event Program Open Car event (‘What’s your class?’ event) -To get familiar direct into customer’s mind  “Take a ride! Make your class MB” -Exhibit each class of MB on crowed place, young people’s gathering place -Seeing it is far better than hearing it! -The more they gather, the better they see it  Apgujung Rodeo Street, Samsung-Mall WWW Program Open separate Mercedes-Benz web site! -We don’t bound our customer’s various needs and interest into just one ‘mercedes-benz.co.kr’ -Segmented customers will be our Segmented target itself! -Benz-Teenager.co.kr : Kids are Potential Target & could affect the whole family’s MB Brand Image -Benz-Girl.co.kr : By the social demand, there are also the big target and still increasing -Benz-Leisure.co.kr : 5 day’s a week working day is creating a new trend of Weekend Leisure sport.

  18. III. IMC Strategy III. IMC Strategy 1. Marketing Object 2. Marketing Strategy 3. IMC Program Benz C-Class Sales Increase Short Term Strategy

  19. 1. Marketing Objective III. IMC Strategy 2003 C-Class Marketing Objective 2003 Objective of C-Class Marketing Goal sales :1770 cars Ranking #1 Compact Sedan M/S 31%Ranking #1 (Source : KAIDA) Final Goal Sales for our Core Target (Young Generation, Female) in 2003 1200 1770 cars !

  20. 2. Marketing Strategy (1) III. IMC Strategy 2. Market Segmentation Market Segmentation Female Young Generation Consumer of Compact sedan High Quality + Compact size Young and Innovative Style Preference Career Women House Women Ability Groups Rich Boys Market Segmentation 64% 36% 12% 88% Good Economic Strength, Self-Confidence Rational Consumption Rational Consumption, Lack of Information Bigger model Preferred Niche Target Core Target ! Core Target ! Sub Target !

  21. 2. Marketing Strategy (2) III. IMC Strategy Product Positioning by BCG Product Portfolio Question Mark Star Question Mark Star Star C 240 C 320 C 200K SC CLK 240 C 180 C 240 C 200K SC C320 CLK 240 Reposition! C 200 Cash Cow Dog C 200 C 180 Cash Cow Old ladies favorite model C200 is no longer Manufactured, New C-class model entry Dog Young Ability group and Career woman targeted models C240,C200K SC will be core product and C320, CLK240 will be the following C 240, C 200K SC to be the Star Product !

  22. 2. Marketing Strategy (3) III. IMC Strategy Star Model from BCG Product Portfolio Woman Star ! Young Star ! C240 Compact+Powerful+Safety 60,900,000 Won Delicate Interior Super Charger +2,200RPM 5 step Safety Compact, Dynamic C Model C200K Sport Coupe Rhythm+Performance+Open 49,900,000 Won Rear Spoiler Panorama Sun-roof Clear Top Young, Innovative C Model Activate IMC withC200K SCandC240 Young, Innovative, and Dynamic Design Compact size Competitive price + +

  23. 3. Communication Program III. IMC Strategy C-class Marketing Program Sales Promotion PR Program Core Target Ability Groups Career Woman House Woman Sponsorship Program Facility Program Event/Show Program

  24. 3. IMC Program III. IMC Strategy IMC Program Time Table Offering Profit for purchase of Female Offering Profit or purchase of Youth Winter Safety Education for Female/Youth SalesPromotion Strategy Autobahn Tour for selected Benz Purchaser C 200K, C 240 Movie Location Tour where C-class was used in Movie for selected Benz Purchase Young & Female Sampling Basic Facility 24 Hours a Day Repair & Maintenance System ‘Benz Fever’ Concert of Yoon’s Band sponsored by Benz Calvin Klein Fashion Show sponsored by Benz Christmas Concert of YoYoMa Sponsored by Benz Event Sponsor PR Award Female/Youth as C-Class of the Year

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