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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

Excerpts

Enhanced Personalized Services Through Digital Technologies

Mercedes Benz India took steps to use digital technologies in its product, service, and marketing. It introduced connected car features in 2019. In 2020, the company launched an e-commerce portal offering a touch-free sales experience for its cars. It also introduced a digital customer service initiative the same year...

Future Plans

Mercedes India had also launched entry-level models A, B, GLC, and CLA from 2016 to woo younger buyers where design features and functionalities played an important role in boosting interest among these buyers. The company had planned for 10 product launches in 2019 that included India’s first luxury multi-purpose vehicle V-Class, the AMG C 43 model, and the BSVI compliant E-Class car. In February 2020, Mercedes India showcased its 2020 models at the 15th Auto Expo 2020 that was held in Greater Noida, near New Delhi. The product range included the ‘AMG GT 63S 4MATIC 4 Door Coupe’, the fastest Mercedes car in India; the ‘AMG A35 4M’ saloon, a stylish, high performance car with advanced infotainment and connectivity tools; the ‘GLE hip-hop’ that offered an exceptional on-road and off-road experience; and the EQC Edition 1886, Mercedes India’s latest electric car. All the models were designed keeping in mind the needs and aspirations of millennials...

Exhibits

Exhibit I: Mercedes India’s Early Cars in India
Exhibit II: Mercedes India’s Compact and Sporty Versions
Exhibit III: Personalized Customer Experience Offered by DSD Nxt

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