MB Korea Unlike any other IMC Strategy for Mercedes Benz Korea
What is Mercedes Benz? World Wide Sales 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. units
Unlike any other countries ` Korea Sales In Korea, BMW and even LEXUS outsells MB. units
MBK unlike any other Unlike any other countries Q: ‘Why?’
Unlike any other countries A: One reason can be found in Korea, not in Mercedes Benz itself.
Enter KOREA • Market • Product
Korean market, unlike any other Recent Characteristics of Korea market • GROWTH Rapid increase in imported car market • ATTITUDE Weakening of negative attitude to imported cars • Highly Diverse Demand Expect increase in demand in SUV, Sports car segment
“I have a BENZ” “I have a BENZ E class” Korean market, unlike any other Market forecast • GROWTH This trend will damage one of the primary benefits of buying an imported car, the exclusivity of the brand itself. Need to strengthen the recognition of the sub brands by giving distinctive values
Age group 40-65 Age group mid 30’s Conversion of Core target Korean market, unlike any other Market forecast • POSITIVE ATTITUDE This trend will encourage the rise of potential purchase on lower classes at price range 50-75million won. Need to have appropriate brand positioning of lower classes such as C-class
Korean market, unlike any other Market forecast • HIGHLY DIVERSED DEMAND This trend will encourage the rise of the SUV and sports car segments. Luxury Near Luxury Mercedes Benz = Luxury SUV Sports car Need to let targets recognize the various models of MB.
Korean market, unlike any other Q: Are we ready for it?
Mercedes Benz BMW LEXUS S class 7 series LS430 GS300 5 series E class ES300 C class 3 series IS300 X5 RX300 M class Z3, Z8 SC430 SLK class Product Lineup Luxury Near Luxury SUV Sports car
Z8 S class 7 series LS 430 X5 M class SC430 5 series RX300 E class SLK class Z4(Z3) GS300 C class ES300 3 series IS200 Product Lineup MB Price BMW Million won LEXUS 100 50 Category Sports Car Near Luxury SUV Luxury
Product Lineup A: Not only BENZ but also competitors are ready for it
Product Lineup BENZ vs BMW • 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.* *One-on-one Interviews, BMW dealer shop,Jan 5
Product Lineup BENZ vs LEXUS • 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. * *One-on-one Interviews, Lexus dealer shop,Jan 4
Product Lineup BENZ vs US motors Obviously,we are different • Different price range • With regarding to the brand value and perception, US motors are no match.
Korean market, unlike any other Product itself does not matter Ours is even better than competitors’
What is Mercedes Benz in Korea? Issue#1 PAST(before mid90s) 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. IMPORTED CAR = Luxury Car = Mercedes Benz S-class
Near Luxury = Mercedes Benz SUV Sports car What is Mercedes Benz in Korea? Issue#1 PAST(before mid90s) PRESENT = Luxury Car Mercedes Benz IMPORTED CAR = Luxury Car = Mercedes Benz S-class
CONSUMER PERCEPTION LUXURY PERFORMANCE What is Mercedes Benz in Korea? Issue#2 Koreans’ Impetuous Disposition NEEDS in Korea Faster acceleration & Faster Braking (Shorter Braking Distance) * MB Luxury elegant BMW Ultimate Driving Machine S-class Mercedes Benz Providing Korean USP * The LAW of the Word, AL Lies [Immutable laws of branding]
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
Mercedes Benz = Most desirable Car 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.” * * One-on-one Interviews, Cheil Communication
Highly rated Car VS Most Desirable Car
BAD NEWS Mercedes Benz is not on the wish list.
Most Desirable Car Highly Rated Car “Desirability” “A sense of distance“ “Purchase consideration“ “Possession Imagination” “Purchase intention” “Purchase Deferment” PURCHASE Image statements Process of Purchase decision
Change. Unlike any other THE MISSION Highly Rated Cars Most Desirable Car
Change. Unlike any other Q: Change of perception? A: Change of image (?)
Change. Unlike any other DYNAMIC YOUNG INNOVATIVE CONSERVATIVE OLD TRADITIONAL PROFOUND RELIABLE
Change. Unlike any other APPROACHABLE FRIENDLY INEXPENSIVE EXPENSIVE ELITIST TOP IMPORTED CAR INCOMPARABLE EXCLUSIVITY
Change. Unlike any other We are likely to lose too many priceless things we built up. DO NOT MISS IT To catch lower, SUV and sports car segments DO NOT miss the firm grips on S-class Segment.
Change. Unlike any other Q: Change of perception? A: Change of image (?) Inappropriate
Change. Unlike any other Matter of ‘PURCHASING POINT IN TIME’
Change. Unlike any other Tactical Method in Perception change SHIFT of ‘PURCHASING POINT IN TIME’
The point when I reach the highest point in my carrier when the world think I am successful The point when I am satisfied with myself when I am successful in my mind Change. Unlike any other Shift of purchasing point in time Most Desirable Car Highly Rated Car Social Image Personal ‘ I ’
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 pursuit of core target the professional value of core target the wealth of core target …… and the value of MB for core target as well
I “” Change. Unlike any other Professionals ‘Fair and square’ ‘Worthy’ Success Mercedes Benz
Advertising Concept 당신이기에 “Because it’s you”
제 친구들은 프라다가 명품이라서 좋데요 저는 그 실용적인 라인이 좋은데 당신이기에 저희는 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
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
당신이기에 저희는 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 제 아버지는 의사가 고귀한 존경 받는 직업이래요 저는 환자들의 밝은 웃음 이 좋은데.
Concept. Unlike any other If you love your profession, If you have great faith in yourself, If you are satisfied with yourself, Mercedes Benz may suit you
Concept. Unlike any other 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-
Confidence on the concept • Make target ‘consider’ buying MB • Avoid conflicting with a specific class • Imagine an age when 10% of the overall automobile market is imported car • Provide a distinctive concept from competitors