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Report Task: Mercedes CLS Class

Content
  1. Body:
  2. Segmentation:
  3. Demographic Segmentation:
  4. Geographic Segmentation:
  1. Psychographic Segmentation:
  2. Behavioral Segmentation:
  3. Target Market:
  4. At the beginning time, Mercedes wished to lead series CLS-Class to symbolic of luxury automobiles. Multi-National Mercedes Company has organized to serve the high income and higher social class consumers as its main concentrate on markets. They are really highly potential and incredibly large segmentations for luxury car brands and Mercedes experienced a whole lot of experience to deal with these types of consumers. In the whole growing economics, amount of high income consumers is increasing swiftly and this leaded to a rise for demand in luxury goods. Concretely, at rich countries, as China, society around 1. 2 billion with high GDP and a major amount of consumers have wealth of around $1. 3 million. These abundant consumers usually use luxury vehicles to esteem because of their success. China Daily also explained that Chinese authorities officials also aim for to some luxury car brands to choose more than other lower-grade car brands ("Rich Chinese driving growth of luxury vehicle market", 2010). Product lines of Mercedes brand can fulfill these sorts of consumers well because they're luxury and also have excellent quality, high price. Based on information from China Daily Information, Mercedes sold go over to 112 percent of autos in first three months of 2010 looking at with 2009 ("Rich Chinese language driving progress of luxury vehicle market", 2010). Like a positive consequence, new series CLS-Class could keep focusing into abundant consumers or higher category consumers as same-brand brothers because 2 these segmentations can help series CLS-Class to attain a great deal of profits in exchange.
  5. .
  6. Positioning Strategy:
  7. Superior principles to consumers:
  8. Competitive Advantages:
  9. Positioning Map:
  10. HIGH QUALITY
  11. LOW HIGH PRICE PRICE
  12. LOW QUALITY
  13. Marketing Blend (4Ps):
  14. Product:
  15. Price:
  16. PROMOTION:
  17. PLACE:
  18. Conclusion:
More...

Mercedes-Benz is not a company by itself; its a department of Daimler AG, its parent company. Mercedes-Benz is a German maker of automobiles, buses, instructors, and vehicles. The name first came out in the second 10 years of the XX century. Still, the true origins of the Mercedes-Benz motion started way back when, going back to Daimler's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen in Germany. The business began by Karl Benz's creation of the first "petrol-powered" car branded in January 1886. The Mercedes car was initially introduced and advertised in 1901 by "Daimler Motoren Gesellschaft". However, it wasn't until 1926 when the first Mercedes-Benz brand name vehicles were produced and sold. Nowadays, Mercedes-Benz becomes a huge brand in luxury car market and gets a lot of gains annually.

Body:

Segmentation:

In whole car market, there are a lot of various segmentations. An automobile brand will be segmented based on characteristics, price, quality and sorts of consumers which that car brand want to serve. You will find 4 important sets of segmentations which all car brands will consider to provide.

Demographic Segmentation:

Income is one of the most crucial segmentations which car brands will consider to choose in the whole car market. At this segmentation, some car brands will choose various kinds of consumers to serve based on their income in modern culture. Some will choose low-income consumers to provide, such as: Kia, Toyota. Alternatively, many others will choose to serve rich people. According to Woods (n. d), rich consumers will be satisfied by luxury car brands through superior quality and functions of products, such as: Porsche, Mercedes or Ferrari. And finally, some brands don't want to serve low-income consumers but they also don't want to focus into very rich consumers, so they will lead their products to mid-income people who should have high-average income in culture, such as: Honda, Hyundai.

Besides income segmentation, years is also thought to serve. In essence, consumers who must be 18 year-old or above can drive an automobile. Certainly, car brands will ignore age groups below 18 and target to serve age groups over 18. Generally, car brands will divide this segmentation into 2 parts. The first part is group consumers from 18 to 35, or called young consumers. And the next part is group of consumers from 36 to 60, or called old consumers. Dependent on various groups, designs of cars are also quite different. For instance: with young consumers, autos were created more trendy and with old consumers, they are simply more graceful.

Geographic Segmentation:

In car market, geographic segmentation is mainly concentrated into countries. Super luxury car brands will focus to provide consumers who are in rich or developed countries and vice versa. According to Bolognese (2008), a big representative of excellent luxury sport car brands is Lamborghini expanded its business to abundant countries of Asian, such as: China, Hong Kong as new business opportunities. In China market, plenty of citizens (nearly 1. 2 billion) will become a big business chance for Lamborghini. Strong purchasing electricity and high GDP of China are attractive characteristics for big car brands.

On the other side, Nissan is a consultant of low-price car brands. Purpose of Nissan is leading its low-price products to producing or poor countries where consumers will highly demand cheap products. Demoro (2012) explained that Nissan will have significantly more business opportunities in where consumers easily agree to its products with prices around just $3000.

Psychographic Segmentation:

Social class can be an important section in section of psychographic segmentation. Firstly, in the complete car market, sociable class is divided into 3 types of high, middle and low course. Same as income, car brands will focus to serve respective consumers. For example; Mercedes will want to serve upper category or successful consumers in population system because these consumers just choose an extravagance product to allow them to get esteem from others also to esteem themselves. For instance; an effective businessman would want to enjoy a Mercedes CLS when compared to a Toyota Prius.

Another segment is also as important as cultural class, it is lifestyle. This portion is targeted to car-loving consumers. Some consumers love luxury automobiles and more can love sport autos. Dependent on personality characteristics of consumers in a car market, car brands will develop respected characteristics, such as; luxury design or powerful engine unit for his or her products. Relating to Ferris-Lay (2012), for example, rich consumers of some Middle East countries have highly enjoy with luxury car brands, especially Roll-Royce.

Behavioral Segmentation:

One of the most crucial segmentation in behavioral segmentation is brand commitment. Generally, some car brands will have a fixed amount of faithful consumers through background of brand and product development. These consumers just care about their favorite brands for the most part. Matching to Bowman (2011), there is a high likelihood of loyal consumers choosing their favorite brands in future purchasing decisions.

Benefits-sought portion is also an important segmentation in behavioral segmentation. Some consumers worry a great deal of benefits of products what they pay attention to buy. Saving-fuel and duration of engine are aims what consumers commonly service a whole lot for a car. Rapid boosts of fuel costs caused consumers to learn specific types of product what can help them to save fuel, this means saving a lot of money for consumers ("Gas-Saving" Products", 2006). Car brands in this segmentation will concentrate to develop their products in way of saving-fuel efficiency.

Target Market:

Introduced to advertise first time in 2004 by Mercedes-Benz, series CLS- School itself was more substantial than their same-brand brothers, such as; C-Class, M-Class and E-Class since it was the first and the newest 4-entrance doors coupes on the planet. CLS-Class coupe also offers excellences in design, functions, engine, and installations which can help it to get competitive advantages weighed against other brands, such as: BMW, Audi, Lexus. Gale (2010) stated that Mercedes-Benz created a new type of coupe which includes enough great characteristics, specially in design, to compete with international or countrywide competitors in car market.

At the beginning time, Mercedes wished to lead series CLS-Class to symbolic of luxury automobiles. Multi-National Mercedes Company has organized to serve the high income and higher social class consumers as its main concentrate on markets. They are really highly potential and incredibly large segmentations for luxury car brands and Mercedes experienced a whole lot of experience to deal with these types of consumers. In the whole growing economics, amount of high income consumers is increasing swiftly and this leaded to a rise for demand in luxury goods. Concretely, at rich countries, as China, society around 1. 2 billion with high GDP and a major amount of consumers have wealth of around $1. 3 million. These abundant consumers usually use luxury vehicles to esteem because of their success. China Daily also explained that Chinese authorities officials also aim for to some luxury car brands to choose more than other lower-grade car brands ("Rich Chinese driving growth of luxury vehicle market", 2010). Product lines of Mercedes brand can fulfill these sorts of consumers well because they're luxury and also have excellent quality, high price. Based on information from China Daily Information, Mercedes sold go over to 112 percent of autos in first three months of 2010 looking at with 2009 ("Rich Chinese language driving progress of luxury vehicle market", 2010). Like a positive consequence, new series CLS-Class could keep focusing into abundant consumers or higher category consumers as same-brand brothers because 2 these segmentations can help series CLS-Class to attain a great deal of profits in exchange.

.

Positioning Strategy:

. As a respected automobile maker, Mercedes-Benz has created many scientific and safety innovations over time and those later became common in other competitive car brands. Needless to say, Mercedes-Benz is one of the very most well-known and established automotive brands on the planet. After launching series CLS-Class, Mercedes-Benz identified because of its new child as strategic weapon to permeate into 2 target market: High income and higher social course. Mercedes CLS-Class has been designed to position itself as number one of brand and product in luxury consumers' brains through 2 main goals: bring more superior value to consumers and take competitive advantages.

Superior principles to consumers:

Mercedes CLS-Class is strengthened actual and augmented products pursuing with central product. Series CLS-Class included many designs, such as: CLS 350, CLS63 AMG or CLS 550. Besides vary of designs, Mercedes CLS is the first 4-doorways coupe on the planet with many excellent functions. In the past, there were also a lot of coupes however they were 2-entry doors coupes. Mercedes created a fresh concept of coupes by producing the first 4-doorways coupe CLS-Class. When using CLS-Class, this means consumers are by using a new notion coupe in the world.

Mercedes CLS-Class is targeted into hi-tech designs, such as: LED technology, conserving fuel engine, light construction, safety features and long-life performance. Mercedes CLS-Class' design is more sporty and attractive than prior classes. Besides that, saving-fuel engine is also an important point that Mercedes-Benz has upgraded for it superior to previous versions. According to Dykes (2011), CLS-Class can save about 30 to 40 percent of gasoline intake depending on surface of roads. CLS-Class is also recognized lighter than more mature types or rival variations; such as: Audi, Lexus or Roll-Royce and outfitted an "ATTENTION ALERT" system that will notify driver about forward obstacles.

Competitive Advantages:

. First of all, Mercedes-Benz possessed a long-term reputation in luxury car market. Almost of luxury consumers in this market got already known relating to this brand. This is absolutely a good competitive edge with other competitors. Through long-term record of brand development, Mercedes-Benz created high position in luxury car market. When discussing Mercedes-Benz, consumers imaged about a luxury brand producing excellent quality cars. Mercedes CLS-Class would take this benefit when it is launched into luxury car market.

Secondly, Mercedes CLS- School comes with an unique benefit that no brand can have. It is the first 4-doorways coupe on earth, or called new concept coupe in luxury car market. This brings a whole lot of emotional advantages to consumers when they want to enjoy a special car.

Positioning Map:

As information mentioned above, Mercedes want to lead its new child to luxury car market, so Mercedes CLS-Class has common characteristics of luxury goods, they may be: high quality and high cost.

HIGH QUALITY

LOW HIGH PRICE PRICE

LOW QUALITY

Marketing Blend (4Ps):

Product:

Though the car we can easily see every bit is as accommodating as Mercedes full-size luxury flagship, its measurements in back again are tighter in practically every direction in comparison with other sedans. Additionally, the high beltline with small rear end windows can make customers feel deeper. Overall, there a car with strong performance and a sumptuous interior, the CLS is not hard to recommend. Mercedes-Benz put all of its latest protection features in to the CLS-class. In addition to front airbags, there are side impact airbags in the front seats even the medial side window curtain airbags throughout. The automobile includes a smart sensor system for the seatbelts and airbags that can find and respond to accident very influenced.

An optional Pre-Safe system can predicts an impending collision each time when the machine is on, the seatbelts tighten up, the front traveler chair adjusts to crash positioning, and the sunroof closes automatically.

Mercedes included some advance technology such as: all-LED dynamic headlamps, Dvd and blu-ray/CD player, HD Radio stations, Bluetooth audio streaming, and AUX and USB ports. Also standard are 610 watts of Harman/kardon LOGIC7 surround audio, SiriusXM Radio, and a 10GB Music Register for saving your digital music. Voice-controlled navigation features an 80GB hard drive. With these features, the CLS now encounters competition from the BMW 6-Series Gran Coupe and the Audi A7, as well as the Porsche Panamera S.

The Standard Mercedes CLS built in withV-8 engines bring to the automobile 200 kW (272 ph. DIN) and top acceleration reach 250km/h. The CLS 55 AMG and CLS 63 AMG are customized variants of the CLS made by Mercedes-AMG.

Price:

The Mercedes CLS use Premium-pricing strategy and made the price to focus on high-income customers, with high class and the age usually more than 30 years old.

The Mercedes CLS School utilize the Premium-pricing Technique to take your time and effort of other rival by providing better quality with high performance also with higher price compare to other brand.

PROMOTION:

Firstly, when the new Mercedes CLS come into the market, the organization acquired made some video marketing to add about the new car as well as using advertising advertising such as: billboard, website, Television set ads, newspaperBeside that, the organization also use sale person strategy to promo about the car. They create the new car in showroom and the majority of the export around the world.

But nowadays, new Mercedes CLS Category is getting well known, the advertising strategy has been improved. The organization concentrate on the product quality and evaluation price with other brands. For instance, the Mercedes Malaysia just release the new Advertising and offer:

Free Maintenance Service for each and every accident repair expenses of RM20, 000 and above*

Free Prime Leather Set

Free Pick Up & Delivery Service

Free basic car rinse (excludes interior cleaning) for car that has undergone major vehicle repairs.

PLACE:

Distribution stations of Mercedes CLS CLS-Class are as large as its reputation. Multi-national Mercedes-Benz released version CLS-Class all around the globe. Popular distribution programs of Mercedes CLS-Class will be split into:

Intermediates: Mercedes CLS-Class will be released to big intermediates at big towns where there are whole lot of wealthy people.

Agencies: Mercedes-Benz also co-operate with international organizations to deliver series CLS-Class to international markets outside German's territory. For example; at Vietnam market, Mercedes-Benz Vietnam is an agency of mom Mercedes-Benz to spread its products Vietnamese consumers.

Online Dealers: These are sales websites where consumers can find information about products easily plus they can order a purchase. These online investors have a large selection of intermediates at many big towns where they can simply delivery products to consumers.

Conclusion:

By launching Mercedes CLS-Class into luxury car market, Mercedes-Benz created new breeze to traditional principles about coupes. The first created 4-gates coupe makes rivals hardly to occupy market stocks with Mercedes Benz. Besides that, existing famous reputation helps Mercedes CLS-Class to appeal to attention from consumers when Mercedes CLS-Class gets into the market. Dedicated consumers of Mercedes brand acquired dreaming cars for their styles and Mercedes-Benz still position the brand as a luxury symbol into consumers' imagination by effective marketing combine.

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