mercedes-benz cla presenation_final_copy
TRANSCRIPT
CLA-Class Introduction
https://www.youtube.com/watch?v=fKGQvvDH8bE
Product Description
https://www.youtube.com/watch?v=WKGCNZImHRQ&feature=youtu.be
https://www.youtube.com/watch?v=Ix_80t0QItQ
Super Bowl XLVIII (2014) Commercial
336111 Automobile ManufacturingThis U.S. industry comprises establishments primarily engaged in (1) manufacturing complete automobiles (i.e., body and chassis or unibody) or (2) manufacturing automobile chassis only.
441110 New Car DealersThis industry comprises establishments primarily engaged in retailing new automobiles
New Car Sales Dynamics
Floor Plan
Mercedes-Bens Manufacture
Mercedes-BensDealer
Invoice Dealership’s Bank Mercedes-Bens
Manufacture
Mercedes-BensDealer Window Sticker
Financing
Mercedes-Bens Financial or Customer’s Choice
Lease or Buy
Mercedes-BensDealer Parts & Service
36 month lease (shorter and predictable time for next purchase) Purchase 5 yrs. or longer
In a world where 2 percent of the population controls the world’s wealth, a firm cannot expand market share by catering exclusively to that 2 percent
How many people can afford a $40,000 vehicle?
$718.75 per month with 0 down (3%)
$628.90 per month with $5,000 down (3%)
Average Age: 40
Strategic Challenges
Source: Bankrate.com
New Market Segments
Source: Euromonitor
Demographics Psychographics
Behavioristics Geographics
Life stages
Recommendations
Increase in target advertising and strategic positioning to eliminate barriers (brand awareness vs. purchase intention; cost of ownership; overall brand image)
Create an emotional connection with young consumers
Increase in cause related marketing