复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Mercedes Benz Marketing in China

级大 FUDAN UNIVERSITY Mercedes be Marketing in China Course2013-2014 Lily Lu陆忆晨 Mario brassesco马

Mercedes Benz Marketing in China Course 2013-2014 Lily Lu 陆忆晨 Mario Brassesco 马里奥

Index Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and recommendations

Mercedes Benz Strategic Summary Market Overview Index Marketing Plan Conclusions and Recommendations

Index Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and recommendations

Mercedes Benz 2020 Strategic Summary Market Overview Index Marketing Plan Conclusions and Recommendations Mercedes Benz Strategic Summary

Mercedes Benz Strategic Sumfeary Mission The best or nothing Vision Top spot in the premium car market by 2020 Objectives 10% operating profit Luxury market (SOM Vol. BMW KPI margin(7, 1% in 2012) and audil Strategies Global New strategic plan China New inyestment plan Source: daimler's chief executive dieter Zetsche, october13

Global China Mission Vision Objectives (KPI’s) Strategies The best or nothing Top spot in the premium car market by 2020 New strategic plan New investment plan 10% operating profit margin (7,1% in 2012) 1 st in luxury market (SOM vol. > BMW and Audi) Mercedes Benz Strategic Summary Source: Daimler’s Chief Executive Dieter Zetsche, October’13

Mercedes Benz strategic Summary 3 0 layer in uxury-: arket: 1320k- sales +4, 7% New gOrDys Ly vs Lu:: 115 ( -,7%)and BMW Overview 1540K.(+116%) Growth thanks to Japan(+28, 8%VS LY)and SA+2% Obiective 1st in luxury market(2020)+10% profit margin Main Development of new Mercedes benz actions portfolio Connection online New A more rejuvenated concessionaire brand role Source: Agencia EFE. Sales period TAM12

3 rd player in luxury market: 1320k. sales (+4,7% vs. LY) vs. Audi 1455k. (+11,7%) and BMW 1540k. (+11,6%) Growth thanks to Japan (+28,8% vs. LY) and USA (+7,2%). 1 st in luxury market (2020) + 10% profit margin Development of new portfolio Overview Objective Main actions New concessionaire role Mercedes Benz Connection Online A more rejuvenated brand Source: Agencia EFE. Sales period TAM’12 Mercedes Benz Strategic Summary New global strategic plan

Mercedes benz strategic Summary New investment pian in argest market for mercedes Benz Overview 3rd player in luxury market: 206k sales(+4%Vs LY)VS Audi 407k (+32%)and BMW 313k (+41% Obiective >300k sales by 2015(China as the 1rst market Main -F2Gnewor +2bn E Investment upgraded car actions modasaindarvears C70% cars sold in china produced locally(audi manutacturing 910 capacity and sales network Source: LMC Automotive Consulting, Reuters August 2013. Sales period TAM'12

3 rd largest market for Mercedes Benz 3 rd player in luxury market: 206k. sales (+4% vs. LY) vs. Audi 407k. (+32%) and BMW 313k. (+41%) >300k sales by 2015 (China as the 1rst market) +2bn € Investment Source: LMC Automotive Consulting, Reuters August 2013. Sales period TAM’12 Overview Objective Main actions 70% cars sold in China produced locally (Audi 9/10) Expanding manufacturing capacity and sales network +20 new or upgraded car models in 2 years Mercedes Benz Strategic Summary New investment plan in China

Mercedes benz strategic Summary Business Model Key 1Key value Customer Customer Partners Activities oposition Relationships Segments The best A 3609 experience Gentlemen: Mc Claren (F1) or nothing during the Soccer A Martin(hardware) Laureus Top innovator/ proce nB purchas 50ish-year-old mple Urban areas Nokia(electronics) Golf High education Fashion Perfection Key FascinationChannels Resourees Responsibility Research Exclusive distribution Own concessionaires Development Cost Structure R&D Revenue Streams Production PR sponsorship 10% operating profit margin(7, 1% in 2012) Sales, Marketing

Mercedes Benz Strategic Summary Business Model Gentlemen: 50ish -year-old male Urban areas High education The best or nothing Exclusive distribution Own concessionaires Top innovator Perfection Fascination Responsibility F1 Tennis Soccer Laureus Golf Fashion A 360º experience during the purchasing process Mc Claren (F1) A. Martin (hardware) Nokia (electronics) Etc. Research Development R&D Production PR & sponsorship Sales, Marketing 10% operating profit margin (7,1% in 2012)

Index Mercedes Benz Strategic Summary Market Overview Marketing Plan Conclusions and recommendations

Mercedes Benz Strategic Summary Market Overview Index Marketing Plan Conclusions and Recommendations Market Overview

Mercedes benz market Overview Luxury cars industry Catching Up Audi has closed the gap with BMW and mercedes in global sales China drives Ahead -in Style Audi BMw Mercedes-Benz Top three luxury car markets, sales in million units Average annual 1.50 million cars… growth rate 2012 2020. estimates 2012-2020 1.25 US 18 ChIna 30▲12% 1.00 China 0.75 Audi Germary 0.9 Germany 1.1 ▲2% 0.50 6 million 0.25 Sources: Mckinsey lhs Gloon osian The wai Street ounl 2001 1012 Source: IHS Automotive The Wall Street Journal

Mercedes Benz Market Overview Luxury cars industry

Mercedes benz market Overview Luxury/p emit m ora nds I avn fa r edI bete thiin th, rest Luxury segment began to recover in 2010 while mass market still languishes European market(millions units) 133mn 134m 122mn12.3mn 115mn 112mn T8% 17% t6% 16% 5% 5.6mn 2.5mn 2.6 mn 2.5mn 2.2mn 2.3mn 2.4mn 1.3 mn 2006 2007 2008 2009 2010 20112012Jan- Jun Mass-market Luxury /Premium Luxury share of total ource: ACEA Nomura estimates

Mercedes Benz Market Overview Luxury cars industry