Download - 작품번호 : PW19-1007
작품번호 : PW19-1007
MB Korea Unlike any other
IMC Strategy for Mercedes Benz Korea
What is Mercedes Benz?
Strong global market position in luxury car segment.
Won the most M/S in Japan, notorious for its strong barriers against imported cars.
Compared to BMW and LEXUS, MB gained the upper hand in many areas, such as performance, design, and safety.
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600000
700000
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02'
MB BMW
World Wide Sales
units
In Korea,BMW and even LEXUSoutsells MB.
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MB LEXUS BMW
units
Korea Sales
`Unlike any other countries
Q: ‘Why?’
MBK unlike any other
Unlike any other countries
A: One reason can be found in Korea, not in Mercedes Benz itself.
Unlike any other countries
Enter KOREA
1. Market2. Product
Recent Characteristics of Korea market
Korean market, unlike any other
• GROWTH Rapid increase in imported car market • ATTITUDEWeakening of negative attitude to imported cars• Highly Diverse Demand Expect increase in demand in SUV, Sports car segment
• GROWTH This trend will damage one of the primary benefits of
buying an imported car, the exclusivity of the brand itself.
Korean market, unlike any other
Market forecast
Need to strengthen the recognition of the sub brands by giving distinctive values
“I have a BENZ” “I have a BENZ E class”
• POSITIVE ATTITUDEThis trend will encourage the rise of potential purchase
on lower classes at price range 50-75million won.
Korean market, unlike any other
Market forecast
Need to have appropriate brand positioning of lower classes such as C-class
Conversion of Core target
Age group 40-65
Age group mid 30’s
• HIGHLY DIVERSED DEMANDThis trend will encourage the rise of the SUV and
sports car segments.
Korean market, unlike any other
Market forecast
Need to let targets recognize the various models of MB.
Mercedes Benz
= Luxury
Luxury Near Luxury
Sports carSUV
Q: Are we ready for it?
Korean market, unlike any other
Product LineupBMW
3 series
5 series
7 series
X5
Z3, Z8
Mercedes Benz
S class
E class
SLK class
C class
M class
LEXUS
GS300
LS430
IS300
RX300
ES300
SC430
Luxury
Near Luxury
SUV
Sports car
Product Lineup
SUVLuxury Near Luxury
S class
E class SLK class
C class
M class
Price
CategorySports Car
100
GS300
LS 430
IS200
RX300
ES300
SC430
3 series
5 series
7 seriesX5
Z4(Z3)
Z8
50
Million won
MB
BMW
LEXUS
Product Lineup
A: Not only BENZ but also competitors are ready for it
We may look similar • The two companies’ product line ups are varied enough to meet the diverse demands, • If the brand loyalty are kept high, the next purchase in different segmentations is highly probable. Actually, we are different • The faster acceleration of BMW is USP, compared to MB.• The rate of same brand purchase, for the next new vehicle purchase, is expected to be higher in MB since the distinction in exterior shape between C-E class is larger than 3-5 series.*
Product Lineup BENZ vs BMW
*One-on-one Interviews, BMW dealer shop,Jan 5
We may look similar • The distinction in line ups is high in both brands• The rate of Same brand purchase, for next new vehicle purchase, is high in both brands.
Actually, we are different •LEXUS might satisfy small portion of market, which is a unique group risen within market diversification.•It is generally regarded that MB is a cut above LEXUS. *
Product Lineup BENZ vs LEXUS
*One-on-one Interviews, Lexus dealer shop,Jan 4
Product Lineup BENZ vs US motors
• Different price range
• With regarding to the brand value and perception, US motors are no match.
Obviously,we are different
Korean market, unlike any other
Product itself does not matter
Ours is even better than competitors’
Perception does matter
PAST(before mid90s)
What is Mercedes Benz in Korea?
Due to high expense, the gap between imported cars and domestic cars was large.
BENZ has been memorized as a representative brand of imported cars.
The image actually has helped to sell a luxury segment s-class.
Luxury Car
==
IMPORTED CAR
S-classMercedes Benz
Issue#1
PAST(before mid90s) PRESENT
Near Luxury
SUV
Sports car
What is Mercedes Benz in Korea?
Luxury Car
==
IMPORTED CAR
S-classMercedes Benz
Luxury Car Mercedes Benz=
= Mercedes Benz
Issue#1
NEEDS in KoreaFaster acceleration & Faster Braking
Koreans’ Impetuous Disposition
BMWUltimate Driving Machine
MBLuxuryelegant
S-classMercedes Benz
CONSUMERPERCEPTION
PERFORMANCELUXURY
What is Mercedes Benz in Korea?
(Shorter Braking Distance)
*
The LAW of the Word, AL Lies [Immutable laws of branding]*
Providing Korean USP
Issue#2
What is Mercedes Benz in Korea?
Perception really does matter
What is Mercedes Benz in Korea?
On the hand,
“It’s the Top Foreign Brand Car”
“It’s safe and reliable”
“It’s prestigious” Mercedes Benz = Highly rated Car
One-on-one Interviews, Cheil Communication
*
*
What is Mercedes Benz in Korea?
On the other hand,
“It’s not for me, yet.”
“The image is too heavy for me”
“It would be fitting as one of my final cars.”
Mercedes Benz = Most desirable Car
One-on-one Interviews, Cheil Communication *
*
Highly rated Car VS
Most Desirable Car
BAD NEWS
Mercedes Benz is not on the wish list.
Image statements
Process of
Purchase decision
“Purchase intention”
Most Desirable Car
PURCHASE
“Purchase consideration“
“Desirability”
Highly Rated Car
“Possession Imagination”
“A sense of distance“
“Purchase Deferment”
Change of Perception
Change. Unlike any other
Highly Rated Cars
Most Desirable Car
THE MISSION
Change. Unlike any other
Q: Change of perception?A: Change of image (?)
Change. Unlike any other
CONSERVATIVEOLD
DYNAMICYOUNG
INNOVATIVETRADITIONAL
PROFOUNDRELIABLE
EXPENSIVEELITIST
APPROACHABLE FRIENDLY
INEXPENSIVETOP IMPORTED CAR
INCOMPARABLEEXCLUSIVITY
Change. Unlike any other
Change. Unlike any other
We are likely to lose too many priceless things we
built up.
To catch lower, SUV and sports car segmentsDO NOT miss the firm grips on S-class Segment.
DO NOT MISS IT
Q: Change of perception?A: Change of image (?)
Inappropr
iate
Change. Unlike any other
Change. Unlike any other
Matter of ‘PURCHASING POINT IN TIME’
Change. Unlike any other
SHIFT of ‘PURCHASING POINT IN TIME’
Tactical Method in Perception change
Most Desirable Car
Change. Unlike any other
Shift of purchasing point in time
Highly Rated Car
Personal ‘ I ’Social Image
The point when I am satisfied with
myselfwhen I am successful in
my mind
The point
when I reach the highest point in my carrier
when the world think I am successful
Change. Unlike any other
The point
when I am satisfied with myself
when I am successful in my mind
when I have professional consciousness of
my own worth
when I have a discerning eye for arts,
clothes and music etc….
Reinterpretation
needed!
Change. Unlike any other
Reinterpret in modern and personal terms
the value of MB for core target as well
the wealth of core target
the professional value of core target
the pursuit of core target
……and
Change. Unlike any other
‘Fair and square’
Success
Professionals
Mercedes Benz
‘Worthy’
“ ”I
당신이기에
“Because it’s you”
Advertising Concept
당신이기에저희는 알고 있습니다 . 남들과는 다른 안목 을 가진 당신을 .
혹 같은 제품을 구입하더라도 그 이유가 다릅니다 . 그 가치가 다릅니다 .
가치를 제대로 아는 당신에게 전해드립니다 . 벤츠 SLK 클래스
제 친구들은 제 친구들은
프라다가 명품이라서 좋데요프라다가 명품이라서 좋데요
저는 그 실용적인 라인이 좋은데저는 그 실용적인 라인이 좋은데
Concept. Unlike any other
Q: Does it work? A:It will convert negative image of the high socio-economic status of the core targets into positive image.
It will go well with the characteristics of the core targets who are highly individualistic and appreciate the self-satisfaction
It will not lose the value of MB but also use it as a selling point to appeal the core targets
제 아버지는 제 아버지는
의사가 고귀한 존경 받는 직업이래요의사가 고귀한 존경 받는 직업이래요
저는 저는
환자들의 밝은 웃음 이 좋은데환자들의 밝은 웃음 이 좋은데 ..
당신이기에저희는 알고 있습니다 . 남들과는 다른 직업의식을 가진 당신을 .
혹 비슷한 일을 하더라도 당신의 프로페셔날리즘은 남들과 다릅니다 .. 그 가치가 다릅니다 .
가치를 제대로 아는 당신에게 전해드립니다 . 벤츠 C 클래스
Concept. Unlike any other
If you love your profession,
Mercedes Benz may suit you
If you have great faith in yourself,If you are satisfied with yourself,
If your success is not on your own terms, if it looks good to the world but does not feel good in your heart, it is not success at all. -ANNA QUINDLEN-
Concept. Unlike any other
Confidence on the concept
Confidence on the concept
1. Make target ‘consider’ buying MB
2. Avoid conflicting with a specific class
3. Imagine an age when 10% of the overall automobile market is imported car
4. Provide a distinctive concept from competitors
Confidence on the concept
1. Make target ‘consider’ buying MB
Benz is not for me, yet
It would be fitting as one of my final cars
It may suit me, right now
Confidence on the concept
2. Avoid conflicting with a specific class
S class
E class
M class
SLK class
C class당신이기에
Confidence on the concept
3. Imagine an age when 10% of the overall automobile market is imported car
The concept, emphasizing individual value, will minimize the loss of ‘exclusivity’, one of primary benefits of owning imported cars. It will allow us to be a leader in the imported car market.
Confidence on the concept
4. Provide a distinctive concept from competitors
Self Expression.Unlike any other
MEDIA Strategy
For Maximization of Effect
2nd ACTIONMeet
the expectation
Give rise toexpectation
3rd ACTIONExperience It!
Degree of Intensity
HIGH
MEDIUM
LOW
1st ACTION
Core
Target
General public
1st ACTION
Give rise to expectation
TVCINEMA
S class
M classTARGET
Meet the expectation
2nd ACTION
General public
E class
SLK classMAGAZINE
C class
Core
Target
General public
3rd ACTION
Experience It
PRPromotion
CRM
Public Relation
Experience It
Faithful Professionals
Publicize faithful professionals to show the fair aspects of wealth of core targets
NOBLESSE OBLIGE
To change the negative image of the rich, publicize the obligation of nobility to behave nobly or kindly towards others.
Experience It
Hold the parties for launch of new models and cocktail party for core targets. For a certain number of participants, the chance to experience Mercedes Benz during weekends is given
Invitation to ‘ 당신이기에’ charity concert
Sponsor concerts for charity purpose and invite BENZ buyers and highly selected potential buyers.
Promotion& CRMInvitation to ‘ 당신이기에’ launching show
Experience It
Run the website ‘ 당신이기에’
For Mercedes owners and potential buyers, provide a meeting space to encourage the communication between them
Promotion& CRM
Thank you
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