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Mercedes Benz: Applied Marketing Mix

768 Words4 Pages

The applied marketing mix will demonstrate how Mercedes-Benz acts in order to promote its brand and the connected car in the automotive markets. All elements influence each other and have as a common goal to be adjusted until the right combination is found to serve customer needs and determine the products market positioning. The marketing is essential for the further value proposition and business model. Automotive firms make connectivity part of their branding, positioning and marketing strategies. Nonetheless, it is essential to also define and communicate the benefits connectivity will have for drivers and whose passengers.

1.1.1. Possible Marketing Strategies

Mercedes-Benz has a mobility mind set which is a consumer centric approach. …show more content…

The integrated board computer is connected to the internet and with the help of GPS, marketing communication can also be referred to the location of the vehicle. For example, a driver has subscribed to the weekly newsletter of a fashion chain. As he is driving he receives it. At the moment of use, the system detects the car’s location and reads the current promotions of the nearest branch aloud: „Only 500 meters left. If you shop within the next half hour, you will receive a discount of five percent.” If interested, the navigation system turns on and pilots the driver to the next store. This method can be rendered more effective when personal data such as hobbies, product preferences or socio-demographics come into play (Alich et al., 2016, p. …show more content…

The connected car has two new channels; The Head Unit, the communication.

2. Conclusion

Overall, results show that the digitalization and the connected car will have significant influence on the automotive industry and is the driving force behind the structural changes. It is important to step up to the plate and handle the future trends with determination. Customer preference will continue to change, thus, it is essential to continuously monitor customer behavior.
Furthermore, continuous monitoring customer behavior is essential to survive in the industry and gain loyalty, market share and spur revenues.
The auto of the future will need more electronics and software than ever and will eventually become a digital product which will transform over time to a marketing and commercial platform that changes the competitive environment. The objective of every market participant is to construct an ecosystem which offers services and products that are frequently used. The new strategy is, thus, to first collect big data and analyze it. Second it is important to establish solid cooperations in order to build up widespread consumption

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