Executive Summary
The report includes product or brand & campaign description, its objective, target audience, marketing channel, its benefit for the audience & brand, Action Plan with timeline and budget breakdown, funding sources and potential risk & mitigation strategies.
Introduction
The process of marketing campaign planning facilitates the companies to organise their thoughts, determine appropriate target markets as well as craft effective messages to reach them. This report aims at evaluating a successful marketing campaign that aimed at the target consumer of the selected brand. In this study, Mercedes-Benz is the selected brand and the successful marketing campaign is the “Stay in your Comfort Zone” Campaign. The report includes product or brand & campaign description, its objective, target audience, marketing channel, its benefit for the audience & brand, Action Plan with timeline and budget breakdown, funding sources and potential risk & mitigation strategies.
Product or Brand Information
Mercedes-Benz also known as Mercedes, is a German automotive brand & also a subsidiary company of Mercedes-Benz AG & Daimler AG (Mercedes-benz.com, 2021). The company has its headquartered in Stuttgart, Germany. The company provides its customers with luxury vehicles & commercial vehicles. The 1st Mercedes-Benz brand name vehicles were manufactured in the year 1926. The company has come up with a modern luxury car for its customers and named it C-Class. This new model is providing the customers with space to keep daily stress behind & time to relax in their own comfort zone. In this way, the company is setting off a better, more efficient & digital world for its customers (media.mercedes-benz.com, 2021). In the year 2018, Mercedes-Benz became the largest producer & seller of premium vehicles across the globe as it sold passenger cars worth 2.31 million. The company is operating in the automobile industry for 95 years and was founded by Karl Benz as well as Gottlieb Daimler. The company has two popular brands such as Mercedes-Benz EQ & Mercedes-Maybach (Mercedes-benz.com, 2021). The company has operated as “Benz & Cie during (1883–1926), then as Daimler-Motoren-Gesellschaft during (1890–1926) and then as Mercedes (marque) during (1901–1926). In 2020 the production output of the company has been 2,164,187 cars globally”.
The Campaign
The study discusses the “Stay in your Comfort Zone” marketing campaign that the Company Mercedes Benz needs to perform for its new C-Class cars. The campaign is all about advertising the new car launched by the company this year. Mercedes Benz invented the modern luxury car for its customers known as C-Class which is providing them with space to keep daily stress behind & time to relax in their own comfort zone. This is the main idea behind the campaign which ensures a more efficient & digital world for its customers. The main part of this campaign is the intense play along with the contrast involved (media.mercedes-benz.com, 2021). If the visuals are considered then the red images represent lively togetherness in daily life whereas the white colours represent serenity, peace & a place of retreating in one’s own comfortable surroundings. The campaign is willing to attract customers to luxury cars by showing the comfort that it provides. The campaign is reflecting the values of Mercedes Benz like safety as well as comfort & focuses or prioritises the luxury aspect of relaxation & time. In addition, the tonality for this campaign is honesty, emotion, confidence, fun & progression altogether (media.mercedes-benz.com, 2021).
The objective behind the campaign
- To make the customers aware of the new product that Mercedes Benz has launched.
- To increase the sales of C-Class Cars across the globe.
- To regain the lost position in the market by providing the customers with a better option.
Target Audience
The target audience of this campaign involves the existing customers of the company and the potential customers. The company targets both female and male customers belonging to higher and middle income earning groups. There is no boundary to geographical location as the company operates & targets globally. However, the company targets those customers for who cars are not just a necessity but also luxury as such people seek comfort & safety (media.mercedes-benz.com, 2021). If the product is positioned in the industry then it will be classified as a luxury product segmenting the higher & upper middle income earning people.
Audience & marketing channel
In order to target the audience, the best marketing channel is Television. The campaign will be shown as a TV Advertisement or short film. The film or advertisement will be available on the Mercedes Benz international social media channels as well as YouTube channels as a 30 second & 60-second version. This means that the 30 second & 60-second films will be available on social media like Facebook, Twitter, Instagram, Pinterest and many others in order to reach the maximum number of customers as soon as possible.
Stakeholders involved & credit
- The moving image snippets of the campaign were produced by BWGTBLD GmbH, under the direction of Daniel Sannwald as well as producer Anna Bauer (media.mercedes-benz.com, 2021).
- The Post-Production snippets of the Campaign were produced by Berlin, biopic & Pirates n Paradise and producer Carolin Imbery & Lion Graf.
- The Print Stills was produced by Recom Farmhouse, London by the photographer Clemens Ascher.
- The TV spot has been produced by Akkurat Studios GmbH under the direction of Jordan Hemmingway. The Post-production as well as visual effects responsibility belongs to Storz & Escherich Berlin along with Sound Studio of Mermade Sound GmbH (media.mercedes-benz.com, 2021). In addition, Song Title is Mercedes Interlude with music created by James William Blades.
- The agency Antoni garage is responsible for the concept, idea & implementation.
The benefit of the Marketing Campaign for the audience & brand
As per the views put forward by Salazar et al. (2019), a campaign is an important tool for a company to advertise the new product to its customers as well as ensure an increase in sales. This campaign has benefitted the company with increased sales and customer base. The more the customers get to know about it the more they will be attracted towards the same. The campaign is to bridge a gap between the seller as well as the buyer.
References
media.mercedes-benz.com, (2021). About Mercedes Benz. Available at: https://media.mercedes-benz.com/article/2b3ea2c7-fb9f-4e50-a94b-c1eff842809e [Accessed on 2 August 2021]
