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Mercedes-Benz: Media Image

30 Dec

Mercedes-Benz: Media Image

Every brand is perceived by media due to its own reputation in the market, its popularity, core values, performance, various products and many more. So according to top global brands in 2011 Mercedes-Benz stands on 12th position and it is a second automotive global brand after Toyota. Why this brand have excellent image in media? Following post brief about my brand media image and reasons behind this fact.

  • Mercedes-Benz has a passionate commitment with their consumers; they committed not only their superb German design and engineering but also three cores values of brand, Innovation, Reliability and Safety. To protect the media image of “Mercedes-Benz work in a several department like, Technical Communication, Corporate Communication, Product Communication, Investor Relation, Internal Communication and marketing working together and putting their massive efforts to do something important”.

  • Mercedes-Benz continues to be at on topmost position in media, car industry and it is once again renowned as “world’s most valuable premium automotive brand”. In recent year ranking of “Best global Brands 2011”, it stands on 12th position and hence it is “most valuable European brand”.
  • Mercedes Benz business approach in the American auto-mobile market was more prone towards reliability, safety and precise engineering work, but due to enormous challenging environment “in car market brand strategy has changed”. Now they are moving towards the “life style orientation and target group” especially people in younger class. So to grab the brand image in this target market they continuously working on their variable products, innovation and creative ideas and concepts,technology,”more competitive prices and most importantly customer care services”.
  • Mercedes aim to capture the markets of those people who have reached and belongs to opulent lifestyle; especially business class families. “In these families the Mercedes Benz is usually known as “dads” car rather than mothers mini-car seeing as a reason most Mercedes owners are men” rather than women.
  • Analysis: Mercedes produced consistently a car with eye-catching exteriors on road and fabulous interiors inside the vehicle with enormous safety and reliable technology, but now Mercedes supposed to be careful as its main rivals BMW and Audi improving themselves significantly.
  • Social network site Facebook is a big web digital media playing a major role with 4,610,548 numbers of people likes to brand and 66,793 people’s discussion reveals the brand popularity amongst the world.
  • Comment: Mercedes-Benz Facebook page continuously growing with number of like and discussion about brand.
  • Analysis: Facebook built this website for Mercedes-Benz “fans and brand lovers” and especially for brands new launch, events, technology photography presentation. Brand lovers put their passion, love and appreciation about Mercedes-Benz and connecting to each other through various discussions about brand.
  • “Media edge (MEC) leading media agency announced, The Mercedes star has become the most famous automotive symbol and is one of the world’s best known trademarks”. “Mercedes-Benz is also intensely focused on protecting the environment and recently revealed its blue efficiency philosophy”. “It’s a prestige brand that rises up images of “luxury beyond compare””.
  • Analysis: Mercedes-Benz is pioneering and trustworthy in media from since 125 years and they always ready to trust for their commitment in their core values, innovation, safety, reliability and always dedicated their massive efforts to launch unique product on the earth and it protecting to earth by improving low emission and environment-friendly vehicles.

References:  

                                                                                                                                                   Mercedes-Benz: How a Great Campaign Can Almost Kill a Company, Author: Carolin Blebrach

http://www.gotbroken.com/mercedes-benz-is-the-most-valuable-premium-automotive-brand

http://www.gotbroken.com/mercedes-benz-is-the-most-valuable-premium-automotive-brand/mercedes-benz-logo

http://server1.noblenet.org/merrimack/wiki/index.php/Safety_in_Performance_Vehicles

http://www.mecglobal.com/mec-news/mec-india-wins-mercedes-benz-s-media-aor-duties/

http://www.facebook.com/MercedesBenz?sk=info

 

 
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Posted by on December 30, 2011 in Image, Media Image

 

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Mercedes-Benz Media Exercise

04 Nov

Mercedes-Benz Media Exercise

In this week we have gone through one media exercise for brand BMW and vehicle BMW’s F30 3-series which was revealed in October 2011. The 3-series is a core BMW model and UK is one of the leading markets for this passenger sports vehicle. We split in group for this media exercise and in our group we were represent this vehicle with respect to followings media aspects:

  • Style of photograph
  • Location of photography
  • Vehicles with Peoples picture
  • Press stunt event and location
  • Key points of the car

So in the similar way, I am going to reveal my brand Mercedes-Benz in today’s blog postage. So I am going to represent my media tactics and media strategy about the new Mercedes-Benz SLS-AMG.

Press Picture:

  • Style of picture: 
  1. Car in perspective views with different angle of inclination.
  2. Different engineering view: Front, Rear, Top, Left Side, Right Side, Orthographic Drawing and Isometric Views.
  3. Car Interiors: In different perspective angle, various colour codes and shades combinations.
  4. Snap shots with new innovative technological as well as styling features e.g. Mercedes Gull wing doors.
      
  •  Analysis:                                                                                                                                    In perspective view Mercedes SLS AMG Roadster defined its real aesthetic and style of elegance more cleverly as well as this view reveals all exterior body shape, automotive lightings, Bumpers and wind-shield more clearly and hence it balance the visual automotive language in mind of consumer. Orthographic views also exposed all body shell and features of car. Red and black colour combination in an interiors part adding profound effect on its shape and detail craftsmanship. Gull-wing is Mercedes SLA AMG ‘s unique concept which identify brands status and style of design and engineering.
  • Locations:
  1. Images with City attraction e.g. Mercedes-Benz SLS AMG in front of London’s Tower Bridge, Gherkin and GLA Building, London Eye and Big Ben.
  1. Snaps in countryside an especially with green and sky-blue background.
  2. Photograph on mountains and hills.
  3. Snap shots in front of water fall.
  4. Shoots especially at the sun-rise and sun-set point.
  • Analysis:                                                                                                                                               Location of car shooting and photography is throwing massive effects on consumer eye and so for Mercedes-SLS AMG I proposed big city in the world London. It is also capital of England and hence it is one of the major city in Europe as well as in UK.So snaps in front of various British architecture and building make brand more visionary and it enhance contextual effect in local and global car market.
  • An image with greenery, sky-blue background and water effects improves cars natural circumstances and so it will attract to maximum number of clients. Sun-rise and sunset add natural effects in colour of roadster, so glowing body surface reveals its realistic natural rendering in nature.
  • Peoples with Photograph:
  1. Brand ambassador of company
  2. Hollywood star celebrity: Actor and actress
  3. Company CEO and Managing Director
  4. Popular Sportsman

  • Analysis:                                                                                                                                        Peoples should be capture with Mercedes-SLS AMG either from sports and Hollywood celebrity or brand ambassador and company director. So it will capturing the overall local and global market and it gives boost to advertisement and marketing strategy of brand, Because peoples (Consumers) are dam crazy, passionate and fan about their favourite sportsman or actor and they always delighted when they seem their hero with a world class car. So many consumers will stick to Mercedes SLS AMG, because their favourite celebrity endorsed the advertisement.

Press Stunt What? When?

  • What would this event be?
  1. Christmas Festival: Is the festival when everyone enjoying the festival at an outer atmosphere, Happiness and great joy, so it will be the perfect time to make an event or stunt to catch the attention of public.
  2. In various Motors shows across the country.
  3. In Olympic Championship 2012: Is the marvellous event across the globe and it will organised in UK at next year 2012. So it will the correct time to reveal the vehicle in front of different nationality and popular football clubs and stadium across the United Kingdom.

  • When? Where?
  1. In main cities an especially London, Birmingham, Edinburgh etc. and at the time when public makes big crowd.
  2. At the time of motor show.
  3. Olympic Championship 2012: During matches, before and after matches, at an event of opening ceremony program.

  • Analysis:                                                                                                                           Events like Olympic and Christmas festival escape to people at outside the home and so it is correct time to make public stunt in front of big crowd.So they all will be aware of Mercedes-SLS AMG and more about cars technology, design and engineering.

Key Point for Press Release:

  • Curvature shape gull wing doors and it swing with “widest possible opening angle”
  • Bi-Xenon headlight with multiple “LED-Indicators”.
  • Two doors, Two passenger, Luxurious and comfort super sports car
  • Excellent efficient and more dynamic on road
  • Available in five different shades of colours.

In conclusion, it can be said that as a media person I cannot able to focus only on cars features and aesthetics but also create an innovative ideas and strategy to promote the brand in the market.


 
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Posted by on November 4, 2011 in Image, Media Image

 

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