1. 작품번호: PW

2. ‘What’s Your Class? ’
Young and Female targeted Brand Communication Strategy
M e r c e d e s – B e n z

3. II. Brand Communication Strategy
C o n t e n t s
1. Market analysis
2. Consumer Analysis
3. Product Analysis
4. Conclusion
I. Situation Analysis
1. Brand Analysis
2. Brand Core Identity
3. Communication Program
II. Brand Communication Strategy
1. Marketing Object
2. Marketing Strategy
3. IMC Program
III. IMC Strategy

4. Falling M/S in Expanding Market
1. Market Analysis (1)
I. Situation Analysis
Mercedes-Benz M/S
Imported Car
(Source : KAIDA)
(Source : KAIDA)
Market of Imported Car in Korea is
growing more than 200% every year
( Battle field of Imported car)
World No.1 brand Benz’s M/S in Korea
is going down to No. 3
(No.1=BMW, No.2=Lexus in 2002)
Chance! in time
Crisis! of MB
Falling M/S in Expanding Market

5. M/S in Compact Sedan by brand
1. Market Analysis (2)
I. Situation Analysis
M/S by size
M/S in Compact Sedan by brand
(Source : KAIDA)
(Source : KAIDA)
Chance!
Crisis!
The Market of Compact Sedan
is emerging as
valuable market
Falling M/S
of C-Class in Compact Sedan Market
Necessity of Active Marketing
for Compact Sedan of Benz

6. Necessity of Marketing to attract Young Generation
Consumer Analysis 1 소형차 소비자 분석
2. Consumer Analysis of Compact Sedan (1)
I. Situation Analysis
Situation Analysis
Age structure of
possible consumers
in Compact Sedan market
Awareness of
Compact Sedan
in Young Generation
(Source : 100 group
Questionnaire 1)
(Source : MB Korea)
Chance!
Crisis!
Expanding to the Young Generation
(Import car first started as a Luxury Sedan)
Young people are unaware of
our new C-Class models
(Dominant S-Class, E-Class image)
Necessity of Marketing to attract
Young Generation

7. Necessity of Integrated Marketing Strategy to attract Female
Consumer Analysis 1 소형차 소비자 분석
2. Consumer Analysis of Compact Sedan (2)
Situation Analysis
I. Situation Analysis
Sex Distinction
in Compact Sedan
Model M/S
in Female Market
(Source : BMW Korea)
(Source : BMW Korea)
Chance!
Crisis!
Current Expansion of Female Consumers
Female prefer 3 Series than C-Class
(New Beetle in 2nd place)
Necessity of Integrated Marketing Strategy
to attract Female

8. Consumer Analysis 1 소형차 소비자 분석
3. Product Analysis of Compact Sedan
I. Situation Analysis
Situation Analysis
Mercedes-Benz
C-Class
BMW
3 Series
Volks Wagen
New Beetle
Lexus
IS Model
Model
C 180
-2,000cc, Cd 0.26, Best Selling Model
C 200K SC
-2,000cc, Sport Coupe Kompressor Model
C 240
-2,600cc
C 320
-3,200cc, Dynamic Performance Model
CLK 240
-2,600cc Stylish Coupe Model
318i
-1,800cc, Best Sold Model
320i
-2,000cc Best Selling Model
325i
-2,500cc
330i
-3,000
325Ci
-2,500cc, Convertible Model
New Beetle STD
-2,000cc
Old Beetle Model Redesign
New Beetle DLX
Deluxe Model
IS 200 S
IS 200 L
Upgrade Model
Price
4,600~7,900 (x10000 won)
4,700~7,300
2,980~3,290
3,980~4,250
Advantage
Reasonable Price, High Performance, Stylish
Reasonable Price, High Performance
Cheap Price, Stylish
Relatively Cheap
Disadvantage
Low Awareness
Similar Models
Low Performance
2 Model Choice
(Source : F.G.I.)
False
“C-class is expensive”
“There is no young, dynamic C-class”
“BMW is No.1 in KOREA”
True
“Benz C-class has price competitive”
“Benz C-class has young and innovative
Coupe, Sport car, Kompressor ”
“Mercedes-Benz is No.1 in the world”
C-Class has Competitiveness.
If people know our C-Class,
We Can Win This Game!!!

9. Develop Benz Brand Image 2. Increase Actual sales of C-Class
4. Conclusion of Situation Analysis
I. Situation Analysis
Situation Analysis
Chance in time
Crisis of Benz
Low M/S of
Compact Sedan of Benz
Remarkable expansion of
Compact Sedan Market
Market
Low awareness of C-Class
by Young Generation & Female Consumers
Increase of
Young Generation & Female Consumers
Consumer
Actually, Benz C-Class has price competitive and young and innovative models as a world no.1 brand.
Product
Develop Benz Brand Image
to meet the unique needs of
Young Generation & Female Consumers +
2. Increase Actual sales of C-Class

10. II. Brand Communication Strategy
Brand Analysis
Brand Core Identity
Brand Positioning
Emphasis of
Benz Brand Image
Long Term
Strategy

11. 17% 43% 1. Brand Analysis (1) II. Brand Communication Strategy
Consumer Analysis 1 소형차 소비자 분석
1. Brand Analysis (1)
II. Brand Communication Strategy
Situation Analysis
Brand Awareness of each class
17% 43%
2003 Objective
2002
17%
(Source : 100 group
Questionnaire 1)
Relatively weak awareness in compact sedan
 Imported car = Luxury car
Balanced awareness in every sedan
 Imported car = Alternative choice
M e r c e d e s – B e n z
Dominant image of ’S-class’
Weak ‘C-Class’ awareness
Increase ‘C-Class’ awareness
Balanced acknowledge

12. II. Brand Communication Strategy
1. Brand Analysis (2)
II. Brand Communication Strategy
I. Situation Analysis
Major competitor Brands Image
Mercedes-Benz
BMW
Lexus
Daimler Chrysler
Ford
Slogan
‘It’s now or never’
‘Driving pleasure’
‘Overwhelming Passionate’
‘Open Mind’
‘No Boundaries’
Strong
Best on Wheels
Innovative, Young, Rational
Young, Innovative
Rational, Friendly, Young
Cheap, Friendly
Weak
Old, Conservative, Expensive,
S-class Image
No.2,
Lack of Originality
Faithless,
Domestic Awareness
General,
Mid-class
-Luxury Brands has Young, Innovative image
-Mid Brands shows Friendly, Cheap and General image
(Source : F.G.I.)
Mercedes-Benz
‘friendly’
‘innovative’
‘young’
‘best’
‘expensive’
definitely lack !
definitely enough !

13. II. Brand Communication Strategy
2. Brand Core Identity
II. Brand Communication Strategy
Friendly, Innovative, No. 1
1. Approach : Minimize Non-awareness
Friendly
Minimize Non-awareness
-Satisfying your various needs
(C-class, CL, CLK, SL, SLK, M)
-Young eye-leveled, Compact Sedan target
-Always near customer
2. Build-up : Minimize Non-preference
Innovative
Minimize Non-preference
-Complement Lacking Image
-State-of-the-art machine manufacture
-Dynamic-innovative Designer
No. 1
3. Differentiate : Maximize preference
Maximize Preference
-‘best on wheels’ from all around the world
-Best Car, Best Driver from every each class
friendly
“What’s Your Class?”
Strategy
innovative
No.1

14. 2. Brand Core Identity “What’s your class?” Strategy
II. Brand Communication Strategy
“What’s your class?” Strategy
What’s Your Class?
A Simple Dialogue
that shows consumers
that they can have great chance
to choose the No. 1
of their own class.
1.First Class=C-Class
2.Repeat of word ‘Class’
Symbolic Question
‘there are various class
in Benz’
Me? The First Class..
Emphasis of
No.1 Brand Image
of Benz
Oh.. I’m C-Class!!!
Actual Friendly &
Innovative class
of Benz

15. 3. Communication Program II. Brand Communication Strategy
Brand Image Positioning
Advertisement
Program
Core Identity
PR Program
Friendly
Innovative
No. 1
Sponsorship
Program
WWW
Program
Event
Program

16. 3. Communication Program II. Brand Communication Strategy
Media Program I
Advertisement
Program
“What’s Your Class?”
“I’m First Class Designer”
“And I’m C-class!”
1.Concept
Every each class has a first class.
We offer consumer’s various needs.
Be a first class father, first class banker, first class designer.
2.Model : A Young, Creative success from each class
(ex, Good Father, Banker, Designer)
3.Strategy :
-By asking your class
 Decide your MB class and Strengthen the awareness
-By saying First Class
 Show the model is a success
-By specifying the Class
 Recognize MB has every Class for every success
1.Fashion Show (2003 Spring, Nix in Mercedes-Benz)
-For Young and Woman, One definite way to express is by clothing
-Attract Young Peoples attentions by launching our brand through fashion show
-Young, Trendy clothing brand  Nix (COAX), Calvin Klein
2. Rock Concert (Benz Concert)
-Another way for Youngsters to show their passion
-Powerful Rock group has enough reason to move massive people’s mind
-Passionate, Friendly Rock Group  World Cup Hero “Yoon Band”
3.F1 Racing (Benz Racer)
-Racing track is the very place where people gather together with
one big reason = Car
-They are looking for Innovative, Dynamic vehicles and we are ready to reveal
our new car
-The biggest racing in Korea  F1 Racing
Sponsorship
Program

17. 3. Communication Program II. Brand Communication Strategy
Media Program II
PR program
MB Place (‘C-class Place Apgujung’)
-Open a Mb place by each class  C-class place, CLK place, M-class place
-Each MB place could be the relax, waiting place
-The people who visit this place is open minded, killing time
-We can give our new MB issues or MB games
-We offer the convenience, they find MB friendly.
Event
Program
Open Car event (‘What’s your class?’ event)
-To get familiar direct into customer’s mind  “Take a ride! Make your class MB”
-Exhibit each class of MB on crowed place, young people’s gathering place
-Seeing it is far better than hearing it!
-The more they gather, the better they see it  Apgujung Rodeo Street, Samsung-Mall
WWW
Program
Open separate Mercedes-Benz web site!
-We don’t bound our customer’s various needs and interest into just one ‘mercedes-benz.co.kr’
-Segmented customers will be our Segmented target itself!
-Benz-Teenager.co.kr : Kids are Potential Target & could affect the whole family’s MB Brand Image
-Benz-Girl.co.kr : By the social demand, there are also the big target and still increasing
-Benz-Leisure.co.kr : 5 day’s a week working day is creating a new trend of Weekend Leisure sport.

18. III. IMC Strategy III. IMC Strategy 1. Marketing Object
2. Marketing Strategy
3. IMC Program
Benz C-Class
Sales Increase
Short Term
Strategy

19. 1200 1770 cars ! 2003 C-Class Marketing Objective
III. IMC Strategy
2003 C-Class Marketing Objective
2003 Objective of C-Class Marketing
2001
2002
2003
1st
BMW 3 Series
235 cars
885 cars
Mercedes-Benz
C-class
Expectation
: cars
2nd
185 cars
Volkswagen
New Beetle
388 cars
3rd
182 cars
Less than 388 cars
Goal sales :1770 cars Ranking #1
Compact Sedan
M/S 31% Ranking #1
(Source : KAIDA)
Final Goal Sales for our Core Target (Young Generation, Female)
in 2003
1200
cars !

20. Young and Innovative Style High Quality + Compact size
2. Marketing Strategy (1)
III. IMC Strategy
2. Market Segmentation
Market Segmentation
Consumer of Compact sedan
Young Generation
Female
Preference
Young and Innovative Style
High Quality + Compact size
Ability Groups
Career Women
House Women
Rich Boys
Market Segmentation
12%
88%
64%
36%
Rational Consumption
Good Economic Strength,
Self-Confidence
Rational Consumption,
Lack of Information
Bigger model Preferred
Niche Target
Core Target !
Core Target !
Sub Target !

21. 2. Marketing Strategy (2) C 240 C 200K SC Star
III. IMC Strategy
Product Positioning by BCG Product Portfolio
Star
Question Mark
Star
Question Mark
Star
C 240
C 320
C 200K SC
CLK 240
C 180
C 240
C 200K SC
C320
CLK 240
Reposition!
C 200
Cash Cow
Dog
C 180
C 200
Old ladies favorite model C200 is no longer
Manufactured, New C-class model entry
Cash
Cow
Dog
Young Ability group and Career woman targeted
models C240,C200K SC will be core product
and C320, CLK240 will be the following
C 240, C 200K SC to be the Star Product !

22. 2. Marketing Strategy (3) C200K Sport Coupe C240 III. IMC Strategy
Star Model from BCG Product Portfolio
Young Star !
Woman Star !
C200K Sport Coupe
Rhythm+Performance+Open
49,900,000 Won
Rear Spoiler Panorama Sun-roof
Clear Top
Young, Innovative C Model
C240
Compact+Powerful+Safety
60,900,000 Won
Delicate Interior Super Charger +2,200RPM
5 step Safety
Compact, Dynamic C Model
Activate IMC
with C200K SC and C240
Young, Innovative, and Dynamic Design
Compact size
Competitive price + +

23. 3. Communication Program
III. IMC Strategy
C-class Marketing Program
Sales
Promotion
Core Target
PR Program
Ability Groups
Career Woman
House Woman
Sponsorship
Program
Facility
Program
Event/Show
Program

24. 24 Hours a Day Repair & Maintenance System
3. IMC Program
III. IMC Strategy
IMC Program Time Table
‘03
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Offering Profit
for purchase
of Female
Offering Profit
or purchase
of Youth
Winter Safety
Education
for
Female/Youth
Sales Promotion
Strategy
Autobahn Tour
for selected
Benz Purchaser
C 200K, C 240
Movie Location
Tour
where C-class
was used in Movie
for selected
Benz Purchase
Young & Female
Sampling
Basic Facility
24 Hours a Day Repair & Maintenance System
Calvin Klein
Fashion Show
sponsored by Benz
‘Benz Fever’ Concert
of Yoon’s Band
sponsored by Benz
Christmas Concert
of YoYoMa
Sponsored by Benz
Event
Sponsor PR
Award Female/Youth
as C-Class of the Year