Mercedes-Benz Advertising Brief & Strategy Essay

3332 Words Nov 18th, 2010 14 Pages
Executive Summary
The following advertising brief outlines the intent Mercedes-Benz has to market and promote its E-Class Cabriolet. Mercedes-Benz is a well-known luxury car manufacturer that is part of the Daimler-Benz Company; it has built its reputation globally on a foundation of quality and exclusivity. The company's marketing teams across the different countries it sells in have been instrumental in cultivating its prestige reputation, and the company has successfully targeted upper middle class and upper class people in who are aged 40+ as its target market. In recent years, there's been an increase in the number and type of cars that have entered Mercedes-Benz's traditional niche, with the result that the company now competes
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Mercedes-Benz has always maintained significant knowledge of the brands target audience and their habits to ensure its strong stance in the car market. The company has always maintained its consistent image even during the launch of new products and times of increased competition from brands like Audi, BMW and Lexus. Mercedes marketing department keeps up to date with emerging trends to make sure it stays ahead in the car market and that its car products will reflect the needs of its customers.

With the marketing and advertising of the E-Class Cabriolet, Mercedes-Benz wants to create a younger, sportier, dynamic and edgy image which reflects the 30 + target market it is trying to penetrate using this car. Using an effective advertising strategy Mercedes aims to show that it’s a brand that can associate with consumers of a younger market and does not have a stagnant brand image.
Key tasks (brand/product problem)
The problem Mercedes faces in achieving a successful advertising campaign is to change consumer’s perceptions of the brand being traditional and pretentious and a brand that mostly mature aged consumers relate to. Mercedes aims to increase brand awareness by maintaining a consistent feel to the advertising campaign but take a different direction in the way the advertisements

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