Mercedes-Benz India - Targeting a Younger Segment without Diluting the Brand
| Case Code: MKTG427 Case Length: 9 Pages Period: 2015-2020 Pub Date: 2020 Teaching Note: Available |
Price: Rs.250 Organization : Mercedes-Benz India Pvt. Ltd. Industry :Automotive Countries : India Themes: Brand Strategy/ Market Segmentation/ Marketing Communication/Consumer Behavior |
Abstract Case Intro 1 Case Intro 2 Excerpts
Strategies for a Younger Segment
Mercedes-Benz India decided to revamp its product portfolio and beginning 2015, the company replaced its large box-like models with compact and sporty entry-level models. The company also focussed on an omni-channel approach to advertising. In 2019, it launched a finance program that offered affordable financial solutions to prospective younger customers. The company began to leverage digital technologies as well to seamlessly offer brand new car models to customers and state-of-the-art customer services. In 2020, the company began to offer contactless services owing to the Covid-19 pandemic...
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