Industrial Innovative

7/31/2019 Industrial Innovative

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Introduction

The name Mercedes Benz needs no introduction for

the car enthusiastic people. Ever since its foundation

this name has been associated with the world class

brand of cars, trucks and buses. The two foundingfathers, one is Mr. Karl Benz who first founded this

company in 1871 and the two others Mr. Gottlieb

Daimler and Mr. Wilhelm May Bach, who founded the

division of Mercedes Benz called as Daimler AG in1890.


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History

Mercedes Benz is currently a division of the parent

company, Daimler AG(formerly DaimlerChrysler AG)

The headquarters of the Mercedes Benz is located at

Baden- Wurttemberg and Stuttgart in Germany. On June 28, 1926, Benz and DMG finally merged as the

Daimler-Benz company, baptizing all of its automobiles,

Mercedes Benz, honoring the most important model of

the DMG automobiles, the 1902 Mercedes-35hp, alongwith the Benz name.


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The Infamous Star

The Mercedes-Benz logo is one of the most famous

and widely recognised trademarks in the world. The

Benz logo is a simplistic three-pointed star that

represents its domination of the land, the sea, and theair. It was first seen on a Daimler in 1909, and was

combined with the Benz laurel wreath in 1926 to

signify the union of the two firms.

In 1916, the tips were surrounded by a circle, in whichfour small stars and the word Mercedes were

integrated.


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Mercedes Benz Sales Strategies &

Targets


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Sales Figures 2011

2011 was the best sales year in the history of the

brand Mercedes-Benz. With 1,260,912 units sold and

an increase of 8.0% compared to the prior year the

previous sales record of 2007 were clearly exceeded. Since the beginning of the year sales of the brand

with the star having been up every month.

Mercedes-Benz continued to do outstandingly well in

China (including Hong Kong) last year, where the

brand surpassed its sales record of 2010 by 30.6%.


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Sales Figures 2011

Over the past twelve months, Mercedes-Benz also

did well in the other BRIC countries. The previous

years record sales were substantially exceeded.

Mercedes-Benz also saw sales rise to all-time highsamong others in Taiwan (+31.7%), South Korea

(+18.8%), Mexico (+17.7%), Denmark (+15.0%), and

Sweden (+12.2%). The development in Japan was

also notable despite the strong earthquake in March


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Positive outlook for 2012

In 2012 Benz will continue their product offensiveand launch additional attractive vehicles on themarket, which will likely give them a further boost.

The vehicles will be spearheaded by the new A-Class,which will allow the brand to reach out morestrongly to younger target groups.

The new CLS Shooting Brake will look to underscore

their leading role when it comes to innovative vehicleconcepts and design.


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Market Strategy

Mercedes-Benz tees off golf performance

center tour at The Masters.

Automaker Mercedes-Benz is strengthening itscommitment and relationship to golf by

hosting a mobile golf tour powered by the

PGA of America. The connection between thePGA of America and Mercedes-Benz has

existed since 2010.
http://www.luxurydaily.com/mercedes-benz-tees-off-golf-performance-center-tour-at-the-masters/mercedes-benz-pga-185/


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Mercedes-Benz raffles vehicles for

leukemia ball Mercedes-Benz gave back to the community

by donating two of its vehicles to be raffled off

at the National Capital Area Chapter of TheLeukemia & Lymphoma Societys 24th AnnualLeukemia Ball in Washington.

Mercedes is donating its 2011 Mercedes-BenzE350 Cabriolet as a grand prize atWashington DC's Leukemia Ball.
http://www.luxurydaily.com/wp-content/uploads/2011/03/mercedes-leukemia-185.jpg


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Mercedes-Benz to set up F1 driving

academy at Buddh Circuit

Delhi to get its first Formula One driving

academy by the end of 2011 at the Buddh

International Circuit in Greater Noida. The

news is that the legendary Michael

Schumacher might even come to guide racing

enthusiasts in the near future.


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Value added

2010 2009 10/09

In millions of euros % change

Daimler Group 2,773 -4,644 .

Mercedes-Benz Cars 3,438 -1,865 .

Daimler Trucks 499 -1,808 .

Mercedes-Benz Vans 303 -181 .

Daimler Buses 71 36 +97

Daimler Financial Services 160 -599 .

Financial Analysis

1 Adjusted for tax effects of interest income


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Reconciliation to net operating profit/loss

2010 2009 10/09

In millions of euros % change

Mercedes-Benz Cars 4,656 -500 .

Daimler Trucks 1,323 -1,001 .

Mercedes-Benz Vans 451 26 .

Daimler Buses 215 183 +17

Daimler Financial Services 831 9 .

EBIT of the divisions 7,476 -1,283 .

Income taxes 1 -2,154 -589 .

Other reconciliation -202 -230 .

Net operating profit (loss) 5,120-2,102 .

1Adjusted for tax effects of interest income


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Pricing Strategy

Flanking the competition

Advertising with focus on the change in prices

Long run benefit of charging higher prices


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BRANDING STRATEGY :

When Mercedes-Benzarrived in the American

market, its cars were

considerably more

expensive than Cadillacs.

The high prices created theperception that the

Mercedes brand was

somehow superior to the

Cadillac brand. In other

words, in a class by itself.

(Nicely reinforced by its

long-time advertising

theme: Engineered like no

other car in the world.)
http://theblakeproject.typepad.com/.a/6a00d83451b74a69e20120a59cf41b970c-pi


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THE BENZ BRANDING

Howdy Audi. Say hello to Suzuki. These names

just dont have the poetry of Mercedes-Benz.

Built like a Mercedes. Performs like a

Mercedes. Priced like a regular car.

The best or nothing.

Industrial Innovative

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