Marketing Mix of Mercedes Benz and 4Ps (Updated 2023)

The Marketing mix of Mercedes Benz analyses the 4Ps of Mercedes Benz, which includes the Product, Price, Place, and Promotion of Mercedes Benz. Mercedes Benz’s marketing mix framework analyses the German automobile manufacturer and luxury car brand Mercedes Benz to boost brand equity, facilitate market expansion, and gain a competitive advantage in the automobile industry.

The Company aims to solidify its feet firmly in the luxury car market; hence, the German automaker has created the Company’s marketing strategies like an innovative product line, pricing strategy, differentiation strategy, and advertising strategy to grasp higher market share in major markets like the Indian market and other markets as well.

Introduction: Mercedes Benz

# Mercedes Benz Group AG

• Origin Country: Germany
• Founded: 1926
• Headquarters: Stuttgart, Germany
• Employees: 172,425
• Annual Revenue: 133.9 billion EUR
• Net Income: 23.4 billion EUR

The German automobile manufacturer Mercedes Benz Group AG is known as one of the leading car manufacturers in the world. In the year 2021, the luxury car brand Daimler AG became the sixth-largest automaker in the world based on production.

The marquess of the Mercedes Benz Group is Mercedes-Benz for vans and cars like Mercedes, Maybach, Mercedes, AMG, and Smart. It also has shares in Aston Martin, BAIC Motor, Denza, and Daimler Truck.

Based on sales volume, the Company’s largest market is China, which accounted for 37% of total sales in 2021. Business Week Magazine has declared Mercedes Benz one of the most prominent luxury car brands in the automotive industry.

The History of Mercedes Benz Group

The Company was formed by the merger of Daimler Motoren Gesellschaft (founded by Wilhelm Maybach and Gottlieb Daimler) and Benz & Cie (founded by Karl Benz) in 1924. Both the companies of Karl Benz and Wilhelm Maybach-Gottlieb Daimler continued with separate operations until 1926 when they formally merged to become Daimler-Benz AG and agreed to use the brand name Mercedes Benz after that.

The Company was renamed DaimlerChrysler in 1998 and Daimler AG in 2007. The German automaker again went through a name change, and Daimler AG became Mercedes-Benz Group in 2022.

Mercedes Benz Marketing Strategy & Marketing Mix

The Mercedes Benz marketing strategy & marketing mix explain the 4Ps of product, price, place, and promotion of the luxury brand in the automobile industry. The brand’s target market is the luxury segment of the major markets. The potential customers are the younger consumers who love high-quality small cars and luxury vehicles. Even if only half of these targets are loyal to the brand, it will prove fruitful for the Company.

Mercedes Benz’s marketing mix has helped to create business strategies that have increased the Company’s product portfolio and market share to a great degree. Let us go through the 4Ps in the marketing mix of Mercedes Benz to know more about the luxury car brand in detail

Product Strategy of Mercedes Benz Marketing Mix

The product strategy in Mercedes Benz’s marketing mix is relatively straightforward, as the brand prioritizes durability and quality. Even from its earliest days, the brand has maintained its position and reputation in the automotive industry. The 1886 Benz Patent Motorwagen by Karl Benz, regarded as the first automobile, is unique.

The marketing mix of Mercedes Benz has ensured the brand maintains its firm grip in the luxury segment of the luxury vehicles market. The product line includes a full range of light, passenger, and heavy commercial equipment.

Before 1994, the brand used an alphanumeric system to categorize Mercedes Benz Products, but since then, it has shifted to classes.

Mercedes Benz Product Strategy

Advanced technology, full use of constant research, mechanical and electronic innovations, powerful engines, high standards of safety regulations & safety features, and durable materials, along with Mercedes Benz marketing strategy, have made it possible for the luxury vehicles company to maintain its brand position in the luxury car market. It was the first Company to introduce vehicle pretensions, airbags, and automatic braking systems.

The product portfolio in the marketing mix of Mercedes Benz includes sports cars, SUVs (GLS, GLC, GLE, and GLA), and Sedans (S-class, C-class, and E-class) in the luxury segment and B-class, A-class, and CLA in the new generation segment. Mercedes Benz products also include roadsters (SLK-Class) and cabriolets.

In 2005, three new bicycles were introduced by Mercedes-Benz Accessories GmbH, including a Folding Bike, a Trekking Bike, a Carbon Bike, a Trailblazer Bike, and a Fitness Bike.

In 2015, the Company unveiled the F 015 Visionary Concept Car with many excellent, previously unheard-of features.

The Mercedes Maybach S-Class is one of the most in-demand luxury vehicles of the brand, with the best design and innovative technology.

The marketing mix of Mercedes Benz is focused on the future. Thus, the brand has invested heavily in electric and hybrid cars in the automobile market.

The luxury car market is undoubtedly entire of several good brands, but Mercedes cars, vans, trucks, and buses are some of the best in the industry.

One of the most expensive Mercedes Benz cars to be sold at 142 million USD is

• 1955 MERCEDES BENZ SLR

Other notable Mercedes Benz cars in the marketing mix product portfolio are

• C CLASS COMPACT EXECUTIVE LUXURY SALOON COUPE
• S-CLASS FULL-SIZE LUXURY SEDAN CABRIOLET
• MERCEDES AMG
• E-CLASS MID-SIZE EXECUTIVE LUXURY SEDAN ESTATE
• MERCEDES BENZ SPORTS CARS – AMG GT BLACK SERIES
• MERCEDES MAYBACH
• 1996 SLK CLASS

Mercedes-Benz, a renowned global automobile brand, offers a diverse product mix that caters to various market segments.

The product mix of Mercedes Benz in 2023 is as follows (Source)

1. Luxury Sedans: This category includes their flagship models like the Mercedes-Benz S-Class, known for its luxury and advanced technology. Other models include the E-Class and C-Class, which offer various levels of luxury and performance.
2. Compact Cars: These include the A-Class and B-Class, which are smaller, more affordable options focusing on urban driving and efficiency.
3. SUVs and Crossovers: Mercedes-Benz offers a range of SUVs, such as the GLE, GLC, and the iconic G-Class. These vehicles are known for their blend of luxury, performance, and off-road capabilities.
4. Coupes and Convertibles include sporty and luxurious models like the CLS and the E-Class Coupe. These cars are known for their stylish design and performance.
5. High-Performance AMG Models: AMG is Mercedes-Benz’s performance division, offering high-powered versions of many models, like the AMG GT, C63 AMG, and GLE 63 AMG. These cars feature enhanced engines, suspension, and exclusive design elements.
6. Electric Vehicles (EVs) and Hybrids: Under the EQ brand, Mercedes-Benz has been expanding its electric vehicle offerings, including models like the EQC, an all-electric SUV, and plug-in hybrid versions of existing models.
7. Commercial Vehicles: This includes a range of vans like the Sprinter and Vito, catering to businesses and commercial needs.
8. Special and Limited Editions: Occasionally, Mercedes-Benz releases special edition models or limited-run vehicles that often feature unique design elements and are highly sought after by collectors.

This product mix reflects Mercedes-Benz’s strategy to cater to a wide range of customer preferences, from luxury and comfort to performance and sustainability.

Mercedes Benz Place Strategy

Mercedes Benz Group is the parent company to its divisions Smart and Mercedes Benz and has spread its presence to several parts of the world. The Company of Gottlieb Daimler and Karl Benz is the 13th largest car manufacturer based on unit sales.

It has a vast network of research centers and production plants in South America, Brazil, Hungary, India, and Germany. The most important ones are Atlantis in South Africa, Bengaluru in India, and Fuzhou in China.

The place and distribution strategy in Mercedes Benz’s marketing mix includes product sales with the help of dealerships and repair stations as part of after-sales services.

The Company’s important markets are China, North America, Germany, and Asia-Pacific.

Mercedes-Benz’s place strategy is as follows:

1. Global Network of Dealerships: Mercedes-Benz maintains an extensive network of dealerships across the globe, ensuring easy accessibility for customers in various international markets.
2. Luxury Showrooms and Experience Centers: The brand emphasizes luxury experience in their showrooms, often located in premium areas, where customers can explore and experience their range of vehicles.
3. Online Sales Platforms: Recognizing the shift towards digital, Mercedes-Benz has developed robust online sales platforms, allowing customers to browse, customize, and even purchase vehicles online.
4. Service and Maintenance Centers: They have widespread service centers offering high-quality maintenance and repair services, ensuring long-term customer satisfaction and brand loyalty.
5. Strategic Manufacturing Locations: Mercedes-Benz strategically locates its manufacturing plants in key global markets to optimize distribution efficiency and adapt to regional market demands.

Mercedes Benz Pricing Strategy

The luxury car market, like the Indian market, is full of potential customers, especially younger consumers who love to spend on luxury vehicles. Mercedes Benz is synonymous with luxury cars and is undisputedly one of buyers’ favorites.

The Company’s marketing strategies, especially the up-to-the-mark price ranges in the marketing mix of the Mercedes Benz, have helped Mercedes cars maintain growth momentum, record solid sales, and generate higher profits all these years.

Price: Mercedes Benz Marketing Strategy

The Mercedes Benz marketing strategy for price marketing mix fully depends upon the products. The price ranges are normally higher as the Company sells luxury cars and related vehicles.

The price strategies adopted by the Company are

Premium Pricing Strategy

The Company’s target audience is the niche group that cares more for superior luxury products than prices. The brand has adopted a premium pricing strategy for its high-end products. Innovative features, high-cost materials and advanced technology have pushed the product prices higher than competitors would levy on similar products.

Skimming Price Strategy

The Company has adopted a skimming pricing strategy in markets with high demand for Mercedes products. When competitors start selling similar types of products, the brand lowers its product prices in the form of offers to maintain its customer base

Competition-Based Price Strategy

The Mercedes Benz marketing strategy encourages the brand to use a competition-based price strategy to support weaker markets based on regional unit sales. Keeping the product prices similar to those levied by rival brands makes the product prices affordable and helps deal with competitors effectively.

Mercedes-Benz employs a sophisticated pricing strategy reflecting its premium automotive brand position. This strategy is designed to support the brand’s luxury image and cater to diverse customer segments within the luxury market. Here’s an overview of the key elements of Mercedes-Benz’s pricing strategy:

1. Premium Pricing: Mercedes-Benz adheres to a premium pricing policy. This approach aligns with the brand’s high-end positioning, reflecting the quality, technology, and luxury of its vehicles. Premium pricing also creates a perception of exclusivity and prestige.
2. Market Segmentation Pricing: While maintaining a premium overall pricing structure, Mercedes-Benz varies its prices across different models and segments. This segmentation allows the brand to cater to varying levels within the luxury market, from entry-level luxury buyers to high-end consumers seeking exclusivity and performance.
3. Optional Features and Customization: Mercedes-Benz offers many optional features and customization options. This strategy allows for price flexibility, enabling customers to tailor their vehicle to their preferences and budget, increasing the perceived value and satisfaction.
4. Geographic Pricing Strategy: The brand adjusts its prices for different geographic markets based on local taxes, import duties, market demand, and purchasing power. This approach helps maximize global sales while being sensitive to local economic conditions.
5. Competitive Positioning: Mercedes-Benz closely monitors its competitors in the luxury car market. Their pricing often balances maintaining brand prestige and staying competitive regarding features and technology offered at specific price points.

Mercedes-Benz’s pricing strategy is carefully calibrated to uphold its luxury brand image while catering to a diverse global customer base. This strategy emphasizes the intrinsic value of their vehicles and aligns with the evolving expectations and demands of the luxury automotive market.

Mercedes Benz Promotion Strategy

The parent company, Mercedes Benz Group, realizes how important a brand’s promotion and advertising strategies and social media presence are. It should act as the right tool to help the brand stand out amongst other competitor brands in the industry. Even if only half of the target audience can relate to the business strategies of a brand, then the purpose of the marketing mix framework is justified.

Luxury brands have high-priced products; to survive in the market, they must have a loyal customer base. The marketing mix of Mercedes Benz has been spot-on as the brand name has become synonymous with quality and luxury in the automobile industry.

The various advertising strategies in the marketing mix of Mercedes Benz are as follows-

Traditional Advertising Strategy

Mercedes Benz’s promotional marketing mix uses traditional advertising for aggressive marketing. The ad campaigns are shown through electronic and print media like television channels, radio, newspapers, magazines, billboards, hoardings, etc.

Online Marketing

Times are changing, and so is the advertising strategy. The Company knows online marketing is important, so it focuses on creating a strong social media presence.

Sales Promotion

The sales promotion policy has been created to support weaker markets based on regional unit sales. Free after-sales services have been quite effective in creating a successful sales promotion policy.

Customer-centric Activities

Customer-centric activities like the Mercedes Trophy and various drives have improved the brand image. The International Amateur Golf Tournament named the Mercedes Trophy is quite popular. As part of the promotional marketing mix of Mercedes Benz, the Company also organizes Luxe Drive and International Driving Platform for enthusiasts.

Sustainability

The Company has launched Blue Efficiency to reduce carbon emissions and provide efficient mobility as part of its sustainability efforts.

Memorable Marketing Campaigns: Marketing Mix of Mercedes Benz

Unlock With Mercedes Benz

In 2021, the Company launched the “Unlock With Mercedes Benz” campaign before the festive season. It highlighted the lucrative deals offered by the brand as it wanted customers flocking towards the products after the pandemic slowdown.

Merc From Home

Launched in 2020, the revolutionary campaign “Merc From Home” encouraged customers to purchase luxury products from the comfort of their homes.

Life Gets Big

The ad campaign “Life Gets Big” was used to highlight the features of T-Class Mercedes, especially the improved space.

Key Takeaways from Mercedes Benz Marketing Strategy

The Mercedes Benz marketing mix and strategy focuses on customer loyalty to maintain its position in the industry and achieve business goals.

Key takeaways from the Mercedes Benz marketing mix are

• Maintain an exclusive image in the luxury market.
• Keep the product prices premium but offer additional incentives to attract more customers.
• Create an advertising and promotional strategy that resonates with the customers.

Mercedes-Benz’s promotion strategy is as follows:

1. High-End Advertising: Mercedes-Benz utilizes sophisticated advertising campaigns that emphasize luxury, innovation, and the emotional appeal of its brand, targeting premium media platforms and events.
2. Sponsorships and Partnerships: The Company engages in strategic sponsorships and partnerships, particularly in high-profile sports (like Formula 1) and luxury events, aligning with an affluent and aspirational audience.
3. Digital and Social Media Marketing: Embracing digital transformation, Mercedes-Benz effectively uses social media and digital marketing to connect with a younger demographic, showcasing their brand’s innovation and lifestyle appeal.

Some Recent Video ads and Print ads of Mercedes Benz are:

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