Downloaded 642 times
Uploaded bymasumi kadali
3 desired German car Brands
The document explores the luxury car market in India, focusing on brands like Mercedes-Benz, BMW, and Audi. It highlights their brand identities, market performance, and the perceptions associated with each brand, including their status symbols and target demographics. Key statistics on car sales and brand positioning strategies are provided to illustrate their competitiveness in the luxury automobile sector.
More Related Content
Similar to 3 desired German car Brands
3 desired German car Brands
- 1. Brands Of Desire Dream your Desire, Desire your Dream
- 2. What is a BrandâŚ
- 3.
- 4. Some Brands Thatv Desire areâŚâŚ
- 5.
- 6. But The MOST Desired ones are
- 7.
- 8. No. of peopleowning luxury car 52% 48% 16% 25% 38% 21%
- 9.
- 10.
- 11. About Mercedes-Benz Thelegendary 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.
- 12. Story of 3-StarThe 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
- 13. Segments Mercedes Benz-NewC âClass Mercedes Benz-E Class Mercedes Benz-SLK-Class Mercedes Benz-M-Class Mercedes Benz- CLSâClass Mercedes Benz-New S âClass Mercedes Benz-SL âClass Mercedes Benz- CL âClass
- 14.
- 15. 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 About BMW
- 16. Symbolizes The famouswhite 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.
- 17.
- 18.
- 19. 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 Audiâs 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
- 20. The Audi badgethe '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
- 21.
- 22. Brand preference inpercentage 14% 69% 3%
- 23. Car Sales andRevenue in India 2009 Brand Unit sales in 09 Sales in Rs Crore BMW 2738 8214 Mercedes 2640 7920 Audi 1449 4347
- 24.
- 25. Meaning Brand identityis 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
- 26. Mercedes name synonymswith Luxury High quality automobiles Star symbol reinforces precision Premium pricing Cutting edge Technology Identity of Mercedes
- 27. Identity Of BMWMost 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
- 28. Identity of AudiAudi 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
- 29.
- 30. Brand Personality isa 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 consumerâs experiences with the brand
- 31. Personality Type Heritage,Stylish, Sophisticated Traditional Showy, conservative values, maintaining status quo â Car says about the ownerâ â Look at me! Iâve made it: money and assets, its mine, mine, mine!â How it makes owner feel Successful in the eyes of others Mercedes Benz Drivers Desire
- 32. OWNER TYPE Powerful,Masculine, Aggressive, dominant, driven, determined CAR SAYS â Iâm on my way to the top and I achieve in all aspects of my lifeâŚno compromisesâ CAR MAKES ME FEEL Powerful, strong and in control BMW Empowers Me BMW drivers have âmore to proveâ, are less open to change, and more competitive.
- 33. OWNER TYPE Progressive,Stylish, Urban Cool, Creative Inspirational, design oriented, sporty, motivated CAR SAYS â I move with the times, I appreciate design but equally want a drivers carâ CAR MAKES ME FEEL Innovative, stylish, sporty AUDI DRIVER IMAGERY Audi is more likely to be successful through passion, cool and socially Inspirational
- 34. Do these brandsact as status symbol? 24%
- 35. How far youthink the price is matched with brand value 28% 46%
- 36.
- 37. 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.â Positioning is ,how you differentiate yourself in the mind of your prospectâ.
- 38. Mercedes Position BoardPrestigious Great reputation and status symbol Cultural and social icon Luxurious Good resale value More than just a car
- 39. BMW Brand BoardA real drivers car Exceptional Performance Powerful cars Makes the right statement about owner Great reputation Ultimate Performance but lacks emotion
- 40. Audi Brand BoardDesign Innovative Technology Sports appeal Stylish Modern Innovative design, contemporary, desired .
- 41. BRAND SUMMARYINNOVATIVE 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
- 42. Maps and Roadsof Success
- 43. AUDI LOOKS STATUS* AUDI A8 *BMW â 7 SERIES *MERCEDES S CLASS
- 44. *AUDI Q7 *BMWX3 *MERCEDES M CLASS ENGINEERING FUEL EFFIENCY
- 45. *AUDI A6 *BMW5 SERIES *MERCEDES E CLASS FEATURES SAFETY & COMFORT
- 46. PRICE RESALE *AUDIA4 *BMW 3 SERIES *MERCEDES C CLASS
- 47.
- 48.
- 49.
- 50. Its been journeyinto dream world making this presentation for Jayshree Magdum -10 Atique Shaikh-16 Masumi Shinde -17 Karan Newatia-21 Remya Ravindran-25