3 desired german car brands
If you can't read please download the document
Post on 11-Aug-2014
13.214 views
Embed Size (px)
DESCRIPTION
ever wondered what kind of persoanlity type you potray when you drive a car..that too a German Car Brands like BMW ,Mercedes and AudiTRANSCRIPT
- Brands Of Desire Dream your Desire, Desire your Dream
- What is a Brand
- Some Brands That v Desire are
- But The MOST Desired ones are
- No. of people owning luxury car 52% 48% 16% 25% 38% 21%
- Profile of Brands
- Mercedes -Benz Mercedes Benz
- About Mercedes-Benz
- The legendary brand Mercedes Benz is associated with luxury and excellence
- Mercedes-Benz is a German manufacturer of luxury automobiles, buses, coaches, and trucks .
- It is currently a division of the parent company, Daimler AG
- Existence in India Since January 1994,in world since 1881.
- Story of 3-Star
- The Mercedes logo was created by Daimler
- The three point silver star surrounded by a circle represents the three branches of motorization:
- on land,
- on water and
- in the air.
- It may also be interpreted as a symbol of small, reliable, and powerful engine that Daimler wanted to create.
- Mercedes is well known for its land vehicles but nevertheless it has produced engines for boats and planes
- Segments
- Mercedes Benz-New C Class
- Mercedes Benz-E Class
- Mercedes Benz-SLK-Class
- Mercedes Benz-M-Class
- Mercedes Benz- CLSClass
- Mercedes Benz-New S Class
- Mercedes Benz-SL Class
- Mercedes Benz- CL Class
- B ayerische M otoren W erke
- BMW Group manufactures products under three brands: BMW, MINI and Rolls-Royce Motor Cars.
- BMW India is a 100% subsidiary of the BMW Group. The initial investment in India is 1.1 billion Indian Rupees.
- India Operation Since March 2006
- Symbolizes
- The famous white and blue symbol of BMW stems from the company's origins as aeroplane engine manufacturers .
- Through the years this image has become stylized into solid quarters of blue and white to declare the identity of today's BMW cars and motorcycles.
- Segments Of BMW
- About Audi
- Audi - the German luxury car manufacturer
- In March 2007, Audi set up its own sales company for India. By establishing Audi India Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai
- Audis goal is to become the leading automobile luxury brand
- Audi India car sales volume countrywide has been increased by 201 percent. the last quarter of 2009 was impressive for Audi India as sales grew up by 229 percent
- The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany.
- It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG
- Audi Segments
- Brand preference in percentage 14% 69% 3%
- Car Sales and Revenue in India 2009 Brand Unit sales in 09 Sales in Rs Crore BMW 2738 8214 Mercedes 2640 7920 Audi 1449 4347
- Brand Identity
- Meaning
- Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain.
- A brand identity provides direction,
- purpose and meaning for the brand
- Mercedes name synonyms with
- Luxury
- High quality automobiles
- Star symbol reinforces precision
- Premium pricing
- Cutting edge Technology
- Identity Of BMW
- Most admired German car brand
- The famous blue and white roundel symbol is clear proof that the owner is driving a prestige car
- Finest Designing
- Product Consistency
- Identity of Audi
- Audi is identified as progressive premium brand
- Brand essence Vorsprung durch Technik means being ahead in time in technology
- Emotion-packed
- Lightweight design and highly efficient
- 4-ring logo with main colour as aluminium silver represents clear and technical innovative power
- Brand Personality
- Brand Personality is a set of human characteristics associated with a brand
- Brand Personality, like human personality, is both distinctive and enduring
- Refers to the outcome of all the consumers experiences with the brand
- Personality Type
- Heritage, Stylish, Sophisticated
- Traditional
- Showy, conservative values, maintaining status quo
- Car says about the owner
- Look at me! Ive made it: money and assets, its mine, mine, mine!
- How it makes owner feel
- Successful in the eyes of others
- OWNER TYPE
- Powerful, Masculine,
- Aggressive, dominant, driven, determined
- CAR SAYS
- Im on my way to the top and I achieve in all aspects of my lifeno compromises
- CAR MAKES ME FEEL
- Powerful, strong and in control
- OWNER TYPE
- Progressive, Stylish, Urban Cool, Creative
- Inspirational, design oriented, sporty, motivated
- CAR SAYS
- I move with the times, I appreciate design but equally want a drivers car
- CAR MAKES ME FEEL
- Innovative, stylish, sporty
- Do these brands act as status symbol? 24%
- How far you think the price is matched with brand value 28% 46%
- Brand Positioning
- Meaning
- Positioning is process by which marketers try to create an image or identity in the minds of their target market for its product or brand
- Positioning is not what you do to a product.
- Positioning is what you do to the mind of the prospect.
- Positioning is ,how you differentiate yourself in the mind of your prospect.
- Mercedes Position Board
- Prestigious
- Great reputation and status symbol
- Cultural and social icon
- Luxurious
- Good resale value
- More than just a car
- BMW Brand Board
- A real drivers car
- Exceptional Performance
- Powerful cars
- Makes the right statement
- about owner
- Great reputation
- Audi Brand Board
- Design
- Innovative Technology
- Sports appeal
- Stylish
- Modern
- BRAND SUMMARY INNOVATIVE DESIGN ULTIMATE PERFORMANCE CLASSIC PRESTIGE Sporty and stylish driving experience Technology and Performance Sophisticated driving experience Design is hero Car is hero Badge is hero
- Maps and Roads of Success
- AUDI LOOKS STATUS * AUDI A8 *BMW 7 SERIES *MERCEDES S CLASS
- *AUDI Q7 *BMW X3 *MERCEDES M CLASS ENGINEERING FUEL EFFIENCY
- *AUDI A6 *BMW 5 SERIES *MERCEDES E CLASS FEATURES SAFETY & COMFORT
- PRICE RESALE *AUDI A4 *BMW 3 SERIES *MERCEDES C CLASS
- Audi
- Its been journey into dream world making this presentation for
- Jayshree Magdum -10
- Atique Shaikh-16
- Masumi Shinde -17
- Karan Newatia-21
- Remya Ravindran-25