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MARKETING COMMUNICATION INTRODUCTION

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Added on  2020-10-22

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Organisation undertaken in this report is Mercedes Benz which deals in auto mobile sector and was founded in 1926 which provides vehicles like luxury vehicle, trucks, buses, financial services, auto mobile repair, etc. This report will explain the brief description of the company, range of products, analyses of the specific product and profiling of the target market. Range of products Mercedes Benz deals in wide segment of products in various models and options which is available for the different segments of the target customers. The following is the

MARKETING COMMUNICATION INTRODUCTION

   Added on 2020-10-22

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MARKETINGCOMMUNICATION
MARKETING COMMUNICATION INTRODUCTION_1
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3A. Brief description of the company, range of products and analyses of the specific productand profiling of the customer......................................................................................................3B. Critical evaluation of the features of the marketing communication tools. ..........................5C. Strategic marketing communication plan...............................................................................9D. Marketing communication strategy and elements of communication process.....................11CONCLUSION..............................................................................................................................13REFRENCE...................................................................................................................................14
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INTRODUCTIONMarketing is a broad term and communicating marketing strategies with the help ofrelevant tools and techniques. It is a complex process with involves tools for communicationwhich will help in making people aware about the products and offerings. Organisationundertaken in this report is Mercedes Benz which deals in auto mobile sector and was founded in1926 which provides vehicles like luxury vehicle, trucks, buses, financial services, auto mobilerepair, etc. This report will explain the brief description of the company, range of products,analyses of the specific product and profiling of the target market. It will further provide thecritical evaluation of the characteristics of the various marketing communication tools. It willdevelop a strategic marketing communication plan to market the product all over the world(Adler, Rodman and Du Pré, 2016). Later part of the report will develop marketingcommunication strategy and evaluation of all the relevant processes which applies in globalcontext. MAIN BODYA. Brief description of the company, range of products and analyses of the specific product andprofiling of the customer.Brief of the companyMercedes Benz is a company which deals in auto mobile industries. This company wasfounded in 1926 by Karl Benz and Gottlieb Daimler in Germany. It provides various servicesand products to its customers like auto mobiles, trucks, buses, international combustion engine,luxury vehicles, financial services and repair facilities. It is one of the biggest selling company ofluxury cars and premium vehicles all over the world. The company has further innovated themany technological and safety equipments which later on became common in many othervehicles. It is one of the best known premium class auto mobile industry which is growing fromyears (Aghaei and. et. al., 2014). It has maintained the good and reputation in the market andindustry due to its irresistible quality and durability. Apart from this, the name Mercedes Benz isalso associated with the terms like prestige, class, status, etc. Range of products
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Mercedes Benz deals in wide segment of products in various models and options which isavailable for the different segments of the target customers. The following is the range of theproducts in which the company deals :Present models of the Mercedes Benz : A class which is concerned with the subcompact luxury sedan, B class is a cub compact multi purpose luxury vehicle, C class is acompact executive sedan, CLA, CLS, E class, G class, GLA, GLC, GLA, GLE, GLS, Rclass, S class, X class, V class, etc.Vans : It produces a range of vans like Citan, Vito, Sprinter, etc. Trucks : The truck segment of the company is now a part of Daimler truck division andit builds trucks which are modified into compact vans by the company like Vito, Citan,etc.Buses : The company deals in the buses which are luxury in their design. Like BlueTecE320, AMG GT, 500E, etc.Environment Friendly vehicles : The company also manufactures environment friendlyvehicles namely, F 700 Compact cars, which is made of hybrid electric engines. Its BlueZero concept features battery, electric, fuel efficient, etc. segments of car which operateson eco friendly engines. Analyses of the specific productAs discussed above, there are various and multiple range and options available of theMercedes Benz in the market from which customer can choose from (Andaleeb, 2016). But thisreport will take into consideration a specific product which is Mercedes Benz S class coupe. Thisis a luxury car which offers 1 diesel engine and 3 petrol engines. This car is available with aautomatic transmission and has a four seater coupe. It gives the feeling of sensation, thrill andamazement.Market profilingThis is the combination of assorted set of characteristics which investigates and researchthe target group of population or segment of market. This can be on the basis of various features,attributes, demographics, behavioural, etc. It necessitates the potency to understand and identifythe market profile structure, volume distribution, etc. Mercedes Benz S class is stunning in itsdesign and arranged by the technology which assures sensation, thrill and excitement to thecustomer. It is attributed by the typical proportion of a large luxury car. Therefore, Mercedes
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