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Mercedes-Benz India - Targeting a Younger Segment without Diluting the Brand

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

Introduction

Mercedes-Benz India Pvt. Ltd. (Mercedes-Benz India) was established in 1994 and the company rolled out India’s first luxury car, the Mercedes-Benz W124E-Class Series, in 1995. Despite having the first-mover advantage in the Indian luxury car market, Mercedes-Benz India lost market share to rivals BMW and Audi between 2009 and 2014. In 2012, BMW led the Indian luxury car market with volume sales of 9,375 units, followed by Audi that sold around 9,000 units. Mercedes-Benz India sold 7,138 units across India.

Mercedes-Benz India lost its market share to fellow German rivals as it traditionally designed and manufactured cars for affluent elderly people and was perceived as a luxury car manufacturer for the ‘rich older man’.

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