TKM INSTITUTE OF MANAGEMENT

PROJECT PROPOSAL
BRAND MANAGEMENT

Submitted to

Submitted by

Dr. Vinithkumar Nair

Naveen Anil

Dean {External Affairs}

4th Semester

TIM

TIM 19A

MERCEDES BENZ

Company Profile
The pioneers of the automobile industry at the end of the 19th century
were Gottlieb Daimler and Carl Benz with Benz patenting what is
widely viewed as the first automobile. Mercedes-Benz is a subsidiary
of German-based Daimler and the brand is used on luxury cars, buses
and trucks. Mercedes focuses its sponsorship spending on events that
attract a well-heeled crowd. Its three pillars are golf, tennis and New
Yorks Fashion Week. It jumped into football with a 10-year stadium
naming rights deal for the Superdome in New Orleans worth an
estimated $50 million to $60 million. Mercedes won its first
Constructors' Championship as the top team in F1 in 2014 thanks to
the dominant performances of drivers Lewis Hamilton and Nico
Rosberg.
Daimler AG (Daimler), incorporated on May 6, 1998, develops,
manufactures, distributes and sells a range of automotive products,
mainly passenger cars, trucks, vans and buses. It also provides
financial and other services relating to its automotive businesses. The
Company offers its automotive products and related financial services

primarily in Western Europe and in the North American Free Trade

Agreement (NAFTA) region, which consists of the United States,
Canada and Mexico. During the year ended December 31, 2009, the
Company derived approximately 46% of its revenue from sales in
Western Europe and 21% from sales in the United States. It operates
in five segments: Mercedes-Benz Cars, Daimler Trucks, MercedesBenz Vans, Daimler Buses and Daimler Financial Services. Its other
business interests consist primarily of its equity investments in the
European Aeronautic Defence and Space Company EADS N.V.
(EADS) and in Tognum AG. In October 2009, Deutsche Bank AG
completed the disposal of its interest in the Company. In June 2011,
Daimler AG and Rolls-Royce Holdings PLC had secured around 94%
interest in Tognum AG-DJ.
Mercedes-Benz Cars
Mercedes-Benz Cars designs, produces and sells Mercedes-Benz
passenger cars, Maybach luxury sedans and smart micro compact
passenger cars. During 2009, Mercedes-Benz Cars contributed
approximately 51% of the Companys revenue. The Company offers
Mercedes-Benz passenger cars with a range of diesel and gasoline
engines.

Performance
2012 was another record year for Mercedes-Benz Cars. The
figures for unit sales, revenue, and production volume were at alltime highs. At 4.4 billion, EBIT did not reach the high level of
the prior year. The set standards in the compact-car segment with
our sporty new A-Class. Additional new model highlights in 2012
were the new SL, the CLS Shooting Brake, and the new GL. The
E 300 BlueTEC HYBRID, which have been offering to customers

since June 2012, is the most fuel-efficient luxury sedan in the

world. In 2012, company expanded our Mercedes-Benz 2020
growth strategy to include a new key component: Fit for
Leadership.
2014 was a wonderful year for many auto makers in India,
especially for brands like Mercedes Benz that are increasingly
becoming a preferred choice for uber-rich Indians. The German
luxury car maker has a lot to cheer about its performance last year.
The company recorded its highest ever sales in India, apart from a 13
percent growth in 2014 compared to 2013.
The three pointed star brand sold 10,201 units in 2014 and this is
the second year in a row that Mercedes-Benz has posted a double
digit growth in India.
In 2014, Mercedes brought 10 products to the Indian market
starting from S-Class to GL 63 AMG. The year witnessed the launch
of E350 CDI, GLA and AMG models including GLA 45 AMG, CLA
45 AMG and ML 63 AMG. The company also opened 14 new outlets
in the country.

Performance against competitors

After a neck-and-neck race that lasted two years, MercedesBenz is back at the top of the heap in the Indian luxury car market. In
the January-March 2015 period, Mercedes-Benz has 3,566 units
compared to Audi's 3,181 units in the same period, which makes
Mercedes-Benz the leader in the luxury car market ousting Audi from
the top spot for the quarter. German rival BMW does not disclose
sales numbers but estimates put the brand's January-March 2015 sales
at nearly 1,500 units, making it the third luxe brand in the pecking
order.

Mercedes-Benz has returned to the top slot in the Indian luxe car
market five years after losing the perch to BMW in 2009 .

Conclusion
Mercedes-Benz and with it a shared aspiration to uphold the
tradition of the world's two oldest car manufacturers and ensure a
successful future for both. Innovation, performance, quality,
awareness of tradition: the Mercedes-Benz trademark, one of the
world's most familiar and esteemed brand symbols, has stood for
these and other values ever since.
The Mercedes Benz is often called the Merc or the
Mercedes is has the reputation of producing luxury cars for the past
years. It's a fact that the Mercedes Benz is synonymous to luxury,
well, for those who know their collections very well, it is basically a
must to have the Mercedes Benz brand included to complete the
collection. You may already have car models of famous Mercedes
Benz releases or a well crafted Mercedes Benz insignia, tee shirt,
caps, pins or other collectibles that the brand may have released, the
Mercedes key chain will not disappoint you in any way as an
additional item for your Mercedes Benz experience.

References

http://www.streetdirectory.com/travel_guide/49916/car_parts/me
rcedes_benz_luxury_on_wheels.html
http://www.daimler.com/dccom/0-5-1279050-1-1279432-1-0-00-0-0-0-0-0-0-0-0-0-0-0.html
http://www.forbes.com/companies/mercedes-benz/
http://www.bbzautorepair.com/blog/2013/12/bmw-audi-andmercedes-benz-the-battle-is-on/

 http://economictimes.indiatimes.com/industry/auto/news/industr
y/mercedes-benz-tops-indian-luxury-car-market-in-januarymarch-2015/articleshow/46833099.cms
http://ar2012.daimler.com/divisions/mercedes-benz-cars
http://www.ibtimes.co.in/mercedes-benz-sells-10201-cars-2014historic-high-619288