2014 Mercedes-Benz CLH classWesley AdamsShayna CentanniOlivia WernerCourtney Clayton

Situation AnalysisMercedes-Benz has been in the auto industry since 1871. Hybrid technology has been present in the U.S. Market since 1997.

Next year, the two will finally meet with the unveiling of the 2014 CLH Hybrid Sedan.

Through the announcement of the new Hybrid class, Mercedes-Benz USA’s increased involvement in the environmentally friendly market will be brought to the public eye. MBGreen® partnerships are planned for implementation in early 2014, including providing incentives and discounts for approved eco-friendly businesses. The forward motion of Mercedes-Benz is aimed at the younger consumer, providing a quality luxury automobile, while keeping the environment in mind.

By the end of 2014, we at Mercedes-Benz USA are confident that consumers will associate our brand with the eco-friendly mindsets of the future. Mercedes-Benz Small Blue Planet

Target Audience Average age: late 20s - early 30s Median age for MB owners: 33 Target market: Recent College graduates

Objective 1 Sell the car

Strategy: Online content management Strategy: Creative Advertising

CLA SuperBowl Strategy: Create and Execute MBGreen®

program Strategy: target the top eco-friendly cities

in the US. (Seattle, Chicago, San Francisco)

Objective 2 Raise awareness of Mercedes-Benz and

environmentally friendly companies Strategy: Digital and interactive

advertising Strategy: social media Strategy: Go to the streets Green Car video

Objective 3 Increase partnership between Mercedes-

Benz and environmentally friendly companies by 20% Strategy: Increase partnership with Fresh

Market. Strategy: Give environmentally friendly

companies discounts on CLH fleet cars through MBGreen.

Strategy: Mercedes-Benz and environmental defense fund.

Feedback Conduct surveys before and after the

campaign is implemented Use analytics to research the profits and

overall perception of Mercedes-Benz