Download - 3 desired German car Brands

Transcript
Page 1: 3 desired German car Brands

BrandsBrandsOfOf

Desire DesireDream your Desire, Desire your Dream

Page 2: 3 desired German car Brands

What is a Brand…What is a Brand…

Page 3: 3 desired German car Brands
Page 4: 3 desired German car Brands

Some Brands That v Desire are……

Page 5: 3 desired German car Brands
Page 6: 3 desired German car Brands

But The MOSTMOST Desired ones are

Page 7: 3 desired German car Brands
Page 8: 3 desired German car Brands

No. of people owning luxury car

52%

48%

16%

25%

38%21%

Page 9: 3 desired German car Brands

Profile of Brands

Page 10: 3 desired German car Brands

Mercedes -BenzMercedes Benz

Page 11: 3 desired German car Brands

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.

Page 12: 3 desired German car Brands

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

Page 13: 3 desired German car Brands

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

Page 14: 3 desired German car Brands
Page 15: 3 desired German car Brands

• 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

Page 16: 3 desired German car Brands

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.

Page 17: 3 desired German car Brands

Segments Of BMW

Page 18: 3 desired German car Brands
Page 19: 3 desired German car Brands

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

Page 20: 3 desired German car Brands

• 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

Page 21: 3 desired German car Brands

Audi Segments

Page 22: 3 desired German car Brands

Brand preference in percentage

14%69%

3%

Page 23: 3 desired German car Brands

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

Page 24: 3 desired German car Brands

Brand Identity

Page 25: 3 desired German car Brands

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

Page 26: 3 desired German car Brands

Mercedes name synonyms with LuxuryHigh quality automobiles

Star symbol reinforces precision

Premium pricing

Cutting edge Technology

Identity of Mercedes

Page 27: 3 desired German car Brands

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

Page 28: 3 desired German car Brands

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

Page 29: 3 desired German car Brands

Brand PersonalityBrand Personality

Page 30: 3 desired German car Brands

• 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

Page 31: 3 desired German car Brands

- 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

Page 32: 3 desired German car Brands

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.

Page 33: 3 desired German car Brands

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

Page 34: 3 desired German car Brands

Do these brands act as status symbol?

24%

Page 35: 3 desired German car Brands

How far you think the price is matched with brand value

28%46%

Page 36: 3 desired German car Brands

Brand Positioning

Page 37: 3 desired German car Brands

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”.

Page 38: 3 desired German car Brands

Mercedes Position Board

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

Page 39: 3 desired German car Brands

BMW Brand Board

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

Ultimate Performance but lacks emotion

Page 40: 3 desired German car Brands

Audi Brand Board

DesignInnovative TechnologySports appealStylishModern

Innovative design, contemporary, desired.

Page 41: 3 desired German car Brands

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

Page 42: 3 desired German car Brands

Maps and Roads of Success

Page 43: 3 desired German car Brands

AUDI

LOOKS

STATUS

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

Page 44: 3 desired German car Brands

*AUDI Q7*BMW X3*MERCEDES M CLASS

ENGINEERING

FUEL EFFIENCY

Page 45: 3 desired German car Brands

*AUDI A6*BMW 5 SERIES*MERCEDES E CLASS

FEATURES

SAFETY & COMFORT

Page 46: 3 desired German car Brands

PRICE

RESALE

*AUDI A4*BMW 3 SERIES*MERCEDES C CLASS

Page 47: 3 desired German car Brands
Page 48: 3 desired German car Brands
Page 49: 3 desired German car Brands

Audi

Page 50: 3 desired German car Brands

Its been journey into dream world making this presentation for

Jayshree Magdum -10Atique Shaikh-16

Masumi Shinde -17Karan Newatia-21

Remya Ravindran-25