The automobile industry is famous for being ahead of the curve in most areas. Automotive companies cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream to customers. These companies have to have well developed advertising strategies in their marketing processes, in order to sustain a profitable growth in all the markets they serve throughout the world. Mercedes-Benz (MB) is a German high-class automobile company. Its products stand for luxury, reliability and dependability. The company belongs to the multinational division of the German manufacturer Daimler AG and has its headquarters in Stuttgart, Baden-Württemberg, Germany. The company has 274,616 employees and gained a profit of 10,887 billion U.S. dollar with revenue of 147,257 billion U.S. dollars.
Mexico is very important for the company’s North American strategy, which can be proved by the fact that Mercedes-Benz produces its cars in Monterrey, Nuevo Leon, Mexico. According to the McKinsey Global Media Report 2013 Latin America provided the highest growth in expenditure for advertising, in 2012 the increase was 13.3 percent. The increasing investments of automotive companies are a reason for it - in 2011 the industry expanded its expenditures in advertising by 101 percent.
A critical analysis of the MB’s marketing strategy in Mexico is the purpose of this research paper. Since we are not able to cover all aspects of the marketing of MB due to the limitation of 10 to 15 pages for this paper, the study will be focusing on the following areas: sponsoring, social media, TV advertisements and magazine commercials. Thus, other areas of marketing like brand management or viral marketing will not be addressed. The products and services the company offers in Mexico will be mentioned. The marketing strategy of Mercedes-Benz México will be described and target groups will be defined. At the end of this paper we will state how MB can use its marketing in Mexico more efficiently in order to gain higher profits.
Table of Contents
- 1. Introduction
- 2. Mercedes-Benz's Marketing Strategy in Mexico
- 2.1. Products in Mexico
- 2.2. Services in Mexico
- 2.2.1. After-Sales
- 2.2.2. Financing
- 2.2.3. Distributors
- 2.2.4. Parts/Original Equipment
- 2.2.5. Maintenance
- 2.3. The A-Class
- 3. Target Groups for the A-Class
- 4. Promotional Strategies
- 4.1. Sponsoring
- 4.2. Social Media
- 4.2.1. Facebook
- 4.2.2. YouTube
- 4.2.3 Evaluating Mercedes-Benz México's Marketing Strategy within Social Media
- 4.3. Traditional Advertising
- 4.3.1 TV Advertising
- 4.3.2 Billboards, Newspapers and Magazines
- 4.3.3 Radio
- 4.3.4 Evaluating Mercedes-Benz Mexico's Marketing Strategy with Traditional Advertising
- 5. Possible Improvements
Objectives and Key Themes
This research paper critically analyzes Mercedes-Benz's marketing strategy in Mexico, focusing on sponsoring, social media, and traditional advertising (TV and print). Due to page limitations, other aspects of their marketing are excluded. The paper aims to describe Mercedes-Benz México's marketing strategy, define its target groups, and suggest improvements for greater profitability.
- Mercedes-Benz's marketing mix in Mexico
- Target market identification for Mercedes-Benz vehicles
- Effectiveness of various promotional strategies
- Analysis of Mercedes-Benz's market positioning in Mexico
- Recommendations for optimizing the marketing strategy
Chapter Summaries
1. Introduction: This introductory chapter sets the stage by highlighting the competitive nature of the automotive industry and the importance of sophisticated marketing strategies for sustained growth. It introduces Mercedes-Benz (MB) as a high-end brand emphasizing luxury, reliability, and dependability. The chapter underscores Mexico's significance to MB's North American strategy, citing the company's domestic production in Monterrey and the region's substantial growth in advertising expenditure. The chapter clearly states the paper's objective: a critical analysis of MB's marketing strategy in Mexico, with a specific focus on sponsoring, social media, TV, and print advertising, while acknowledging limitations in scope. The introduction concludes by outlining the paper's structure, promising to describe MB's marketing strategy, define target groups, and ultimately propose ways to improve its marketing efficiency for increased profit.
2. Mercedes-Benz's Marketing Strategy in Mexico: This chapter provides an overview of Mercedes-Benz's marketing strategy within the Mexican market. It begins by detailing the range of car models offered, categorized by body style (sedans, tourers, coupes, convertibles, SUVs) and price point, highlighting the significant price difference between models and the resulting target market of affluent consumers. The chapter then dives into the various services Mercedes-Benz offers in Mexico, implying a focus on high-value customer service to justify the premium pricing. This section implicitly supports the argument of targeting a high-income demographic and suggests a strategy of building brand loyalty through excellent service in addition to product appeal. The chapter serves as a foundational description of Mercedes-Benz's market presence, setting the context for the analysis of specific marketing strategies in subsequent chapters.
Keywords
Mercedes-Benz, marketing strategy, Mexico, luxury cars, target market, advertising, social media, sponsoring, traditional advertising, market analysis, profitability, brand positioning, customer service.
Mercedes-Benz Marketing Strategy in Mexico: Frequently Asked Questions
What is the main focus of this research paper?
This research paper critically analyzes Mercedes-Benz's marketing strategy in Mexico, focusing specifically on sponsoring, social media, and traditional advertising (TV and print). Due to page limitations, other aspects of their marketing are excluded.
What are the key objectives of the research?
The paper aims to: describe Mercedes-Benz México's marketing strategy; define its target groups; and suggest improvements for greater profitability.
What key themes are explored in the paper?
Key themes include Mercedes-Benz's marketing mix in Mexico, target market identification for their vehicles, the effectiveness of various promotional strategies, analysis of their market positioning in Mexico, and recommendations for optimizing their marketing strategy.
What is covered in the Introduction chapter?
The introduction sets the context by discussing the competitive automotive industry, highlights Mercedes-Benz's brand image (luxury, reliability, dependability), emphasizes Mexico's importance to their North American strategy (including domestic production), and clearly states the paper's objective and structure.
What does Chapter 2 cover regarding Mercedes-Benz's marketing strategy in Mexico?
Chapter 2 provides an overview of Mercedes-Benz's marketing strategy in the Mexican market. It details the range of car models offered, categorized by body style and price point, highlighting the target market of affluent consumers. It also explores the various services offered in Mexico, emphasizing high-value customer service to justify premium pricing and build brand loyalty.
What promotional strategies are analyzed in the paper?
The paper analyzes sponsoring, social media marketing (Facebook and YouTube), and traditional advertising (TV, billboards, newspapers, magazines, and radio).
What specific aspects of social media and traditional advertising are evaluated?
The paper includes dedicated sections evaluating Mercedes-Benz México's marketing strategy within social media and with traditional advertising, assessing their effectiveness.
What types of services are offered by Mercedes-Benz in Mexico?
Mercedes-Benz offers a range of services in Mexico including after-sales service, financing, distribution, parts/original equipment, and maintenance.
What are the key target groups for the A-Class in Mexico?
While not explicitly detailed, the paper implies that the target market for Mercedes-Benz vehicles in Mexico, including the A-Class, consists of affluent consumers.
What are the key takeaways and recommendations of the research?
The paper concludes with a chapter suggesting possible improvements to Mercedes-Benz's marketing strategy in Mexico to enhance profitability. Specific recommendations are not detailed in this preview.
What are the keywords associated with this research?
Mercedes-Benz, marketing strategy, Mexico, luxury cars, target market, advertising, social media, sponsoring, traditional advertising, market analysis, profitability, brand positioning, customer service.
- Quote paper
- Bachelor of Arts Joannis Paul Schweres (Author), 2014, Mercedes-Benz's Marketing Strategy in Mexico, Munich, GRIN Verlag, https://www.grin.com/document/287285
