3 desired German car Brands

BrandsBrandsOfOf

Desire DesireDream your Desire, Desire your Dream

What is a Brand…What is a Brand…

Some Brands That v Desire are……

But The MOSTMOST Desired ones are

No. of people owning luxury car

52%

48%

16%

25%

38%21%

Profile of Brands

Mercedes -BenzMercedes Benz

About Mercedes-Benz• The legendary brand Mercedes Benz is

associated with luxury and excellence

• Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks.

• It is currently a division of the parent company, Daimler AG

• Existence in India Since January 1994,in world since 1881.

Story of 3-Star• The Mercedes logo was created by Daimler

• The three point silver star surrounded by a circle represents the three branches of motorization:– on land, – on water and – in the air.

• It may also be interpreted as a symbol of small, reliable, and powerful engine that Daimler wanted to create.

• Mercedes is well known for its land vehicles but nevertheless it has produced engines for boats and planes

Segments

• Mercedes Benz-New C –Class• Mercedes Benz-E Class• Mercedes Benz-SLK-Class• Mercedes Benz-M-Class• Mercedes Benz- CLS–Class• Mercedes Benz-New S –Class• Mercedes Benz-SL –Class• Mercedes Benz- CL –Class

• Bayerische Motoren Werke

• BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars.

• BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees.

• India Operation Since March 2006

About BMW

Symbolizes

• The famous white and blue symbol of BMW stems from the company's origins as aeroplane engine manufacturers.

• Through the years this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles.

Segments Of BMW

About Audi• Audi - the German luxury car manufacturer

• In March 2007, Audi set up its own sales company for India. By establishing Audi India Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai

• Audi’s goal is to become the leading automobile luxury brand

• Audi India car sales volume countrywide has been increased by 201 percent. the last quarter of 2009 was impressive for Audi India as sales grew up by 229 percent

• The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany.

• It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG

Audi Segments

Brand preference in percentage

14%69%

3%

Car Sales and Revenue in India 2009

Brand Unit sales in 09 Sales in Rs Crore

BMW 2738 8214

Mercedes 2640 7920

Audi 1449 4347

Brand Identity

Meaning

• Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.

• A brand identity provides direction, purpose and meaning for the brand

Mercedes name synonyms with LuxuryHigh quality automobiles

Star symbol reinforces precision

Premium pricing

Cutting edge Technology

Identity of Mercedes

Identity Of BMW

Most admired German car brand

The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car

Finest Designing

Product Consistency

Identity of Audi Audi is identified as progressive premium brand

Brand essence Vorsprung durch Technik means being ahead in time in technology

Emotion-packed

Lightweight design and highly efficient

4-ring logo with main colour as aluminium silver represents clear and technical innovative power

Brand PersonalityBrand Personality

• Brand Personality is a set of human characteristics associated with a brand

• Brand Personality, like human personality, is both distinctive and enduring

• Refers to the outcome of all the consumer’s experiences with the brand

- Personality Type- Heritage, Stylish, Sophisticated- Traditional- Showy, conservative values,

maintaining status quo“Car says about the owner”“Look at me! I’ve made it:

money and assets, its mine, mine, mine!”

How it makes owner feelSuccessful in the eyes of others

Mercedes Benz Drivers Desire

OWNER TYPE- Powerful, Masculine,- Aggressive, dominant,

driven, determined

CAR SAYS“I’m on my way to the top

and I achieve in all aspects of my life…no compromises”

CAR MAKES ME FEELPowerful, strong and in

control

BMW Empowers Me

BMW drivers have ‘more to prove’, are less open to change, and more competitive.

OWNER TYPE- Progressive, Stylish, Urban Cool,

Creative- Inspirational, design oriented, sporty,

motivated

CAR SAYS“I move with the times, I appreciate

design but equally want a drivers car”

CAR MAKES ME FEELInnovative, stylish, sporty

AUDI DRIVER IMAGERY

Audi is more likely to be successful through passion, cool and socially Inspirational

Do these brands act as status symbol?

24%

How far you think the price is matched with brand value

28%46%

Brand Positioning

Meaning• Positioning is process by which marketers try

to create an image or identity in the minds of their target market for its product or brand

• Positioning is not what you do to a product.

• Positioning is what you do to the mind of the prospect.”

• Positioning is ,how you differentiate yourself in the mind of your prospect”.

Mercedes Position Board

PrestigiousGreat reputation and status symbolCultural and social iconLuxuriousGood resale valueMore than just a car

BMW Brand Board

A real drivers car Exceptional PerformancePowerful carsMakes the right statement about ownerGreat reputation

Ultimate Performance but lacks emotion

Audi Brand Board

DesignInnovative TechnologySports appealStylishModern

Innovative design, contemporary, desired.

INNOVATIVEDESIGN

ULTIMATE PERFORMANC

E

CLASSICPRESTIGE

Sporty and stylish driving experience

Technology and Performance

Sophisticated driving experience

Design is hero Car is hero Badge is hero

BRAND SUMMARY

Maps and Roads of Success

AUDI

LOOKS

STATUS

*AUDI A8*BMW – 7 SERIES*MERCEDES S CLASS

*AUDI Q7*BMW X3*MERCEDES M CLASS

ENGINEERING

FUEL EFFIENCY

*AUDI A6*BMW 5 SERIES*MERCEDES E CLASS

FEATURES

SAFETY & COMFORT

PRICE

RESALE

*AUDI A4*BMW 3 SERIES*MERCEDES C CLASS

Audi

Its been journey into dream world making this presentation for

Jayshree Magdum -10Atique Shaikh-16

Masumi Shinde -17Karan Newatia-21

Remya Ravindran-25