ever wondered what kind of persoanlity type you potray when you drive a car..that too a German Car Brands like BMW ,Mercedes and Audi
Text of 3 desired German car Brands
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
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 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
Mercedes Benz-New C Class
Mercedes Benz-E 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
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
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
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 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
High quality automobiles
Star symbol reinforces precision
Cutting edge Technology
Identity of Mercedes
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
Identity of Audi
Audi is identified as progressive premium brand
Brand essence Vorsprung durch Technik means being ahead in time in technology
Lightweight design and highly efficient
4-ring logo with main colour as aluminium silver represents clear and technical innovative power
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
Heritage, Stylish, Sophisticated
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
Mercedes Benz Drivers Desire
Aggressive, dominant, driven, determined
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
BMW Empowers Me BMW drivers have more to prove, are less open to change, and more competitive.
Progressive, Stylish, Urban Cool, Creative
Inspirational, design oriented, sporty, motivated
I move with the times, I appreciate design but equally want a drivers car
CAR MAKES ME FEEL
Innovative, stylish, sporty
AUDI DRIVER IMAGERY Audi is more likely to be successful through passion, cool and socially Inspirational
Do these brands act as status symbol? 24%
How far you think the price is matched with brand value 28% 46%
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
Great reputation and status symbol
Cultural and social icon
Good resale value
More than just a car
BMW Brand Board
A real drivers car
Makes the right statement
Ultimate Performance but lacks emotion
Audi Brand Board
Innovative design, contemporary, desired .
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
Its been journey into dream world making this presentation for