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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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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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