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.

0

100000

200000

300000

400000

500000

600000

700000

800000

02'

MB BMW

World Wide Sales

units

In Korea,BMW and even LEXUSoutsells MB.

0

1000

2000

3000

4000

5000

6000

02'

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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