Critique-Goa Brand ImagingBy Floyd Tavares

BULLSEYE ELEMENTS MAINLY GENERATED BASED ON MERCEDES WEBSITE

INTERESTING OBSERVATION: THEIR TAGLINE “THE BEST OR NOTHING” IS NOT DISPLAYED ANYWHERE ON THE WEBSITE

INNOVATION

TREND SETTING/ENDURING STYLE/

CUTTING EDGE

PRESTIGE

SUPERIOR TECHNOLOGY

ALLOY WHEELS

SAFETY

VINTAGE

PREMIUM PRICING

STAR LOGOARROW SILVER & MIDNIGHT BLUE (COLOURS)

AMG MODEL

Formula 1 CAR

11 PRODUCT CATEGORIES

“THE BEST OR NOTHING”

“TRANSFORM THE ROAD”

SPORTSSCRATCH-RESISTANT, NANOTECHNOLOGY-BASED PAINT

HIGH AUTOMATION

ACCOMPLISHEDADRENALINE

PASSIONATE

FASCINATION TOWARDS

SPORTS/ ART/ENTERTAINMENT

POWERFUL

RACER

EXPERIENCE SEEKER

GLAMOUROUS

UNMISTAKABLYRECOGNISABLE

ENTHRALED

EMPOWERED

BELONGING TO THE HIGH

SOCEITY

HIGHLYRESPECTED

SUCCESSFUL

DYNAMIC

ELEGANT

LIVES LIFE IN THE FAST

LANE

LEADER

LUXURIOSLIFESTYLE

AMBITIOUSELITE

RICH

GREEN EFFICIENCYFEEL LIKE A STAR

MERCEDES-BENZ GOA

The key highlights of our visit to the Mercedes showroom in Goa are• The “3 point star” is the focal point of its

communication• Optimum BUT NOT innovative use of space to

display its range of cars • The inventive use of focal depth & unfocussed

images did not provide the right impact as• The showroom is too small• Almost all cars displayed were ‘white’ in colour

• Showroom did not represent cutting edge design compared to other Mercedes showrooms around the world

• The exterior of the showroom is very injurious to the brand image

• The colour contrasts of the wall signage's were not in sync to the design

JUSTIFICATIONThe good, bad & the

ugly

As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.

THE GOOD

MERCEDES GOA HAS RIGHTLY ADHERED TO THIS

RULE

RIGHT: STAR STICKER ON THE GLASS

BELOW: 3D STAR AT THE RECEPTION

BULLS EYE MAPPING= SUBSTATIATION= STAR LOGO

As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.

THE GOOD

MERCEDES GOA HAS RIGHTLY ADHERED TO THIS

RULE

SIGNAGE DISPLAYING SUPERSIZED STAR ON ITS

CAR

‘STAR’ ABOVE ALL (INSTORE SIGNAGE)

As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.

THE BAD

MERCEDES GOA HAS RIGHTLY ADHERED TO THIS

RULE

Although Mercedes Benz employs the “3 point star” as the focal point of its communication, It DOES NOT HAVE THE “3

POINT STAR” IN ITS ENTRANCE SIGNAGE ACROSS ALL ITS SHOWROOMS, WHICH IS THE MOST VIEWED SIGNAGE BY

PEOPLE

TREND SETTING/ENDURING STYLE/

CUTTING EDGE(exterior)The Bad

CUTTING EDGE DESIGNS OF

SHOWROOMS AROUND THE

WORLD

TREND SETTING/ENDURING STYLE/ CUTTING EDGE

NOW GOA:NO CUTTING EDGE

ELEMENT

TREND SETTING/ENDURING STYLE/ CUTTING EDGE

CRITIQUE

• Located near Hyundai Showroom and hence brand dilution due to adjacency factor

• The shape of the showroom is nowhere near cutting edge or trend setting

• The Showroom exterior does not signify style nor elegance

• The surrounding ‘orange’ palete makes for a dicey contrast

TREND SETTING/ENDURING STYLE/ CUTTING

EDGE

TREND SETTING/ENDURING STYLE/

CUTTING EDGE(interiors)The ugly

SHOWROOM DESIGN BENCHMARKING (CUTTING EDGE DESIGN)

Key factors that influence such a design: Window

lighting, large space and carpet area

INTERIOR DESIGN GOA 1

TREND SETTING/ENDURING STYLE/ CUTTING

EDGE

INTERIOR DESIGN GOA 2

TREND SETTING/ENDURING STYLE/ CUTTING

EDGE

INTERIOR DESIGN GOA:

CRITIQUE

• Signages don’t contrast each other (transient blue & Grey)

• Signage’s don’t complement each other

• No synergy amongst signage’s• 5 different

wallpapers, each signifying something different.

• For Eg. One showcases its history, the adjacent signage showcase innovation and efficiency

TREND SETTING/ ENDURING STYLE/ CUTTING EDGE

INTERIOR DESIGN GOA:

CRITIQUE (messy cables)

• Messy cables impacts the brand image of Mercedes as it does not render the showroom visually aesthetic

• The fixtures around the Racing POP is’nt consistent

• A certificate is placed at a visually impossible location i.e. below the TV and has probably been incorporated due to policy reasons and does not serve any purpose besides creating clutter

TREND SETTING/ ENDURING STYLE/ CUTTING EDGE

INTERIOR DESIGN GOA:

CRITIQUE (almost empty showcase)

• The almost empty merchandise showcase signifies that• Either the

company doesn’t have a good range of merchandise

• OR that customers do not prefer to take home Mercedes merchandise as they the brand is not an act of self expression and hence the stock less merchandise

TREND SETTING/ ENDURING STYLE/ CUTTING EDGE

INTERIOR DESIGN GOA:

CRITIQUE (No story told)

• The brand showroom confuses the customer as there is no fixed brand story

• Although their philosophy is to provide the best, their signage’s do not convey the same and nor do their offerings

TREND SETTING/ ENDURING STYLE/ CUTTING EDGE

INTERIOR DESIGN GOA:

CRITIQUE (flooring & lighting)

• Flooring:• A wooden finish

flooring does not sync with the signature colours of Arrow Silver & Midnight blue

TREND SETTING/ ENDURING STYLE/ CUTTING EDGE

• Lighting:• The inventive use of

focal depth & unfocussed images did not provide the right impact as• The showroom is too

small• Almost all cars

displayed were ‘white’ in colour

PRESTIGEThe ugly

CLUTTERED EXTERIOR

(not a prestige element)

PRESTIGE

INNOVATIONThe non-existant

THE AMG, SLK MODELS WHICH

SIGNIFIES INNOVATION IS NOT

DISPLAY

(not a prestige element)

PRESTIGE

SUMMARY

WE WOULD LIKE TO SUMMARIZE THAT THE SHOWROOM LOCATED IN PORVORIM DOES

NOT BRING OUT THE NECESSARY BRAND IMAGE OF THE MERCEDES BRAND:

• CUTTING EDGE INNOVATION IS NOT EPITOMIZED

• THIS COULD POSSIBLY BE THE REASONS FOR MERCEDES BEING NUMBER 3 IN THE

LUXURY CAR MARKET• THE INTERIORS ARE NOT UPTO WORLD

STANDARDS AND NEEDS REVAMPING• THE PRODUCT RANGE AND COLOUR

NEEDS CHANGE AS WELL AS WHITE IS NOT VERY APPEALING TO THE EYES

THANK YOUFloyd Tavares