mercedes vs bmw

7/25/2019 Mercedes Vs BMW

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BMW VERSUS MERCEDES-BENZ

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* Introduction to the comparison* Histories o BMW ! Mercedes Ben"* #ar$et Mar%et

* Mar%etin$ Strate$ies o BMW ! Mercedes Ben"* Conc&usion


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Introduction to Mar%etin$Strate$ies o BMW ! Mercedes

Ben"'Both companies are reno(ned mar%et &eaders insupp&)in$ automoi&es'+,er the )ears (ith the impro,ement o techno&o$)

BMW and Mercedes-Ben" ha,e met customer needs )producin$ the most inspirin$ and (e&& de,e&oped cars otheir times'

#he BMWroup concentrates on se&ected premiumse$ments in the automoi&e mar%et' #his means thatthe) specia&i"e in pro,idin$ a hi$h .ua&it) product and inreturn the) can achie,e hi$her re,enues per ,ehic&eso&d'In contrast Mercedes-Benz(hich a&so pro,ide tothe premium se$ment o the mar%et ha,e concretedtheir name in histor) as manuacturers o &u/ur) cars0


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Histor) o BMWBayerische Motoren Werke 2 3BMW40 or Ba,arianMotor Wor%s0 is a erman automoi&e0 motorc)c&e and en$ine

manuacturin$ compan) ounded in 5657 (ith the ormation othe Rapp-Motoren(er%e compan) ) 8ar& Rapp'

#he 9rm (ere en$a$ed in the production o aircrat en$ines roma ormer ic)c&e actor) &ocated near Munich'

In their ear&) )ears BMW produced main&) aircrat en$ines0 uta&so some motorc)c&e en$ines' In act the BMW ad$e issupposed to resem&e a spinnin$ aircrat prope&&er' It (asn1t unti&56:; (hen BMW ou$ht a car actor) at Eisenach


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2s )ears passed0 (ith the rand compan)>s eminent successstories0 i'e durin$ 56?@s-566@s and durin$ these )ears BMWhad cemented their reputation as an inno,ati,e automoi&emanuacturin$ compan)' BMW (ent on to produce a series opopu&ar sedans in 56=@s-@s (hose production pro,ed to e

successu& mode&s o that period'#oda)1s 1eemers1 ha,e retained their hi$h&) presti$iousreputation or .ua&it) and re&iai&it)' #he compan) are ta%in$steps to reduce the impact the) and their motor cars ha,e

upon the en,ironment so (e can e/pect to see moreinno,ati,e and e/citin$ de,e&opments rom the motor car


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#2RE# M2R8E# !M2R8E#IN S#R2#E +BMW

BMW mar%etin$ tar$eted customers et(een the a$es o :? and F?(ho (ere ne( to the &u/ur) car mar%et0 ne,erthe&ess (ithout

a&ienatin$ their current customer ase'BMW has man) diGerent strate$ies o mar%etin$' +ne o thesestrate$ies is the support o its dea&er net(or%' #his succeeds on&)throu$h a ran$e o actions'Dedicated Dea&er Mar%etin$ Ser,ice (hich assists (ith a&& mar%etin$

re.uirements or e/amp&eoca& ad,ertisin$ or product ran$eSupport or &oca& promotionsNationa& promotionsHire o promotiona& e.uipment or dea&er e,ents

Moreo,er0 there is a Continuous Customer Contacts Jro$ram 3CCCJ4


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+n #V there are man) randin$ campai$ns and ne( car &aunches' Some#V spots depict stereot)pica& corporate-co$ e/ecuti,es (ho s.ue&chcreati,it) and initiati,e' LBe(are o the compromisersL' #he) sa) thin$s&i%e0 LChoose )our att&esL0 or LIs this idea rea&&) (orth a&&in$ on )ours(ord orL ater0 the recurrin$ messa$e throu$hout the campai$ncomes in0 L2t BMW0 ideas are e,er)thin$L'

Radio randin$ campai$ns 3:@@: (as the 9rst )ear that BMW usedradio or nationa& ad,ertisin$4 a&so uses' It does not tend to e used at anationa& &e,e&0 a&thou$h ma) e used re$iona&&)'

In addition to hi$her pro9&e nationa& ad,ertisin$0 dea&ers a&so run their

o(n &oca& campai$ns'

2t the cinema0 screens usua&&) sho( short 9&ms' +ther (a)s oad,ertisin$ inc&udes supp&) o sa&es &iterature0 rochures0 directmar%etin$0 price &ists and point o sa&e materia&s' ina&&)0 other methodsBMW use to promote its rands and productsJroduct J&acement


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#HE HIS#+R + MERCEDES-BENZ

#he roots o Daim&er-Ben" (ent ac% to the 5;;@s and ounders Car& Ben"and ottried Daim&er0 (hose separate companies ecame one in 56:='Besides the t(o ermans0 an important ear&) 9$ure (as 2ustrian an%erEmi&e e&&ine%0 (ho in 5;6 ecame a Daim&er oard memer' e&&ine%oGered a ,ariet) o useu& mar%etin$ ad,ice and su$$ested a car (ith anen$ine to the ront0 Lecause that (as (here the horse used to e'L 2ter

out&inin$ a t)pe o racer that he (anted ui&t0 he promised to purchase 7=o them0 a si"a&e order at a time (hen e( peop&e had e,en ridden in anautomoi&e' In return he as%ed that Daim&er name the car ater his one-)ear-o&d dau$hter0 Mercedes'

#he car0 introduced in 56@@0 had a top speed o 7@ mi&es per hour0 (hich

at that time made it one o the astest ,ehic&es on the road' But aMercedes cou&d o much much aster and ust nine ears &ater its


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#ar$et Mar%et ! Mar%etin$Strat$ies o Mercedes Ben"#he tar$et Mar%et or Mercedes Ben" is Midd&e a$ed peop&e oMidd&e to Hi$h Incomes ! Hi$h C&ass societies 3speci9a&&) (hite

ma&es4Mercedes Ben" mar%etin$ strate$) (as once centered on thesaet)0 &u/ur)0 and precision en$ineerin$ o its cars0 ut due toincrease competition in the &u/ur) car industr) and chan$in$consumer attitudes aout the Mercedes Ben" rand that

strate$) has chan$ed'

In order to pro,ide superior customer ,a&ue to its tar$et mar%etMercedes Ben" has ound it necessar) to e/pand its product &ineup0 pro,ide more competiti,e prices0 increase communications

(ith its tar$et mar%et0 maintain accessii&it) to consumers0 andcontinue its e/ce&&ent customer ser,ice'


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#he mar%etin$ strate$) o Mercedes-Ben" is short o the same as BMW'

More speci9ca&&)0 Mercedes spends a i$ amount or ad,ertisin$campai$ns'one o the mar%etin$ strate$ies o Mercedes-Ben" o&&o(ed is to startpromotin$ some o its cars on IJhone and aceoo% and a&so di$ita&mar%etin$

Mercedes-Ben" rin$s to the mar%et h)rid cars that are en,ironmenta&riend&)'#o sum up0 the %e) that ma%es Mercedes-Ben" a po(eru& competitor inthe mar%et is the e&o(

De&i$htu& customer care Retai& net(or% read) or the uture EOcient0 inte$rated processes and s)stems Sa&es and Mar%etin$ MBC Jroduct Jrice J&ace Jromotion Jeop&e Jrocesses Jerect&) positioned rand and eGecti,e mar%etin$

ascinatin$ products Moti,ated0 .ua&i9ed emp&o)ees


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C+NCUSI+NUndouted&)0 BMW and Mercedes-Ben" (ere0 are and a&(a)s et(o (hoppers' #heir mar%etin$ strate$ies are aout the same'

#heir ad,ertisin$ campai$ns0 the t, and radio spots0 thecostumers ser,ices etc'

The diference between them and the reasonwhy they are both special is their target marketand their market position, what they want theircustomers to remember about them.

BMW ocuses to )oun$ customers a$ed :? to F? and it promotesthe s&o$an PQU&timate dri,in$ machineP' It appea&s to those(ho (ant to ha,e the sense the) (ere in comp&ete contro&'+n the other hand0 Mercedes-Ben" is sti&& considered an

e/c&usi,e &u/ur) car or (hite ma&es0 ut no( decides to roaden


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mercedes vs bmw

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