Case Study for Marketing

    Case Study

Background：

Mercedes-Benz is very famous in the United States and even in the world. A 14 car company controls 62 brands, but Mercedes-Benz is unique because Mercedes-Benz is a car company and a brand. For the background of Mercedes-Benz is Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, financed by Bertha Benz and patented in January 1886, and Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year. Also we can look at this chart,  

This is the Mercedes-Benz sales record from 2015-2018 in the US

We can look at about this chart, for example , In 2018 August, Mercedes -benz sale 24082 kind of vehicle, the date is so Crazy , because Mercedes- Benz is not like another car company have 5 or 6 kind of brand, all brand can help them to increase performance, but Mercedes-benz just use it self to get that date, It was so crazy.

New Product:

    This year, Mercedes-Benz launched a new model, the A200. This model is different from all previous vehicles because it uses a lot of high-tech, full-size LCD screens, sound control systems, and Ai, many people I know that Mercedes-Benz is very expensive, but these two cars can let more people choose to buy, and customers can enjoy Mercedes-Benz at a low price.

https://www.youtube.com/watch?v=i6XG-226CBE

Value proposition:

    The Mercedes-Benz value proposition is a combination of German engineering and international flare that meets the needs, demands, and desires of luxury buyers around the world.

Power under the hood is just one of the first steps. Whether luxury owners choose a simple and well-equipped model, or a high-output road-burning Mercedes-Benz sports car, they can be guaranteed a premium riding and handling experience that delivers nothing less than the best. Whether flying down the highway in a sleek convertible, or getting the kids to school and parents safely through the daily commute, a Mercedes-Benz vehicle delivers top acceleration and plenty of power under the hood.

Marketing strategy:

    Mercedes-Benz is a very expensive model in the whole world, but many people like them because of comfort and safety. But right now Mercedes wants to put the customer base in the middle, so that anyone can buy Mercedes without much money. Because many people know that Mercedes-Benz's price is very high, changes to his current goals can help it improve its high performance.

Challenge:

    For Mercedes-Benz, his competitors include Audi's A3 and BMW's 1 Series. Both of them don’t need very high price to buy it, and they have very good performance. The main point is that they launched earlier than the Mercedes-Benz A200. If the A200 wants to occupy a part of the market, it is very difficult, but now the new system may make people more focus on it.

Question:

Why Mercedes wants to put the customer base in the middle?

SOCIAL LISTENING

The brand I chose is Starbucks. I found a lot of people’s comments on Starbucks from Twitter. In Twitter, many people share what they met in Starbucks today, as well as customers’ evaluation of Starbucks products. Some people think that Starbucks The drinks are perfect, some people believe there are still some shortcomings or don't like them.


I think the value proposition of this brand is that Starbucks has its uniqueness because he will launch new drinks in many seasons. Second, customers who frequent Starbucks know that Starbucks has a membership card that can help you accumulate points. When you reach an absolute value, you will get a free cup. Third, I think Starbucks has a competitive advantage because Starbucks now belongs to the mainstream coffee shop in the United States. He not only makes coffee but also does a lot of other drinks, so the customer has much selectivity to Starbucks.

The first specific thing is that your boo-Christmas are used on Starbucks' order board. Many people like it. Some people even say that I am very fascinated by this. Also, some people say that Starbucks often uses this method to make customers feel interesting. Second, the customer published an article about the recent earthquake and tsunami in Indonesia, please join them and help those who are in trouble. My memory is finally profound. A customer's comment says that he is from Indonesia. I am very grateful to Starbucks and other customers for thinking about it and helping them. The third is I was at work, and a military man overseas texted his wife to come to our Starbucks. He mobile ordered her fave drink and snack. I cried. Many people think this is a normal thing, even saying it is male. It should be done, but it is very moving for many women.

Recently Starbucks had a new coffee on September 7. This coffee is named after Milan's square and incorporates Italian flavors into this coffee. Many people in this coffee comment in the underground. Many people think that this coffee is lovely and has a unique taste. However, I think the perfect thing is that whenever someone comments on this coffee, Starbucks will respond and give recommendations.

I think Starbucks often launches new products every season, posting new products online, letting everyone know, and even suggesting which flavors are better for each review. Even in Twitter, Starbucks uses charity ads. However, I think their biggest marketing challenge is a lot of fast food restaurants (McDonald's) or some unknown coffee shops. With low-cost coffee, please go to many customers. On the other hand, many high-end coffee shops use the skills of baristas to attract customers.

If I am a brand manager, I would say that although many fast food brands have stolen customers with low-cost coffee, our Starbucks coffee tastes better than the fast-food coffee, and the price is not very high. Moreover, we still have many activities to let customers enjoy discounts.

I learned that every brand not only launches new products to respond to customers but in many cases, we can use charity advertisements to let customers know that each of us will have love, so the relationship between Starbucks and customers will return. More intimate. I think some of them are very attractive to me. When Starbucks launches new products, many customers will respond, and Starbucks will give a response and suggestions below each comment. I think this is very responsible. Human brand

Marketing in the News

Marketing in the NEWs

For now, there are a lot of sports brands, Nike is a sports brand that I liked since I was a child. It may be rare when I was a child, but according to the development of the times,

even some of Nike's promotion and promotion methods have made many people realize the brand. So I have always been concerned about the marketing of this brand.

https://www.entrepreneur.com/article/320516

On the 30th anniversary of the iconic Just Do It slogan, Nike released an advertisement featuring a black-and-white image of Colin Kaepernick with the text «Believe in something. Even if it means sacrificing everything.» Within minutes, social media was abuzz with reaction.

Nike must know that hiring the face of the most controversial sport of the NFL will lead to the online whirlpool. So why take risks? Why should you lose yourself? Surveys show that younger, liberal audiences prefer companies to take a stance on important issues. Nike's core audience is disproportionately young and more liberal than average, so the brand had good reason to believe that a bold, politically-minded ad would ultimately have a positive impact on its core audience. However, this is only the beginning of the story. By looking at social media audiences discussing the campaign, and Nike's conversation overall, we can go further than the surveys to showcase how brilliant the marketing move indeed is. Looking at the general Nike conversation, Nike's core audience is young, with only 25 percent of people discussing Nike online being 35 or older.

Nike's value proposition is to satisfy customers' concerns about them. Enterprises can get corresponding profits from them. Nick uses the market, enterprises, and customers to obtain many benefits.

Nick uses this marketing method to identify their customer base. Although they don't use ads to launch products directly, customers will pay more attention and buy new products from Nike in the future.

I think Nike can make their products correspond to a broader customer base, and even allow more people to buy.

Nike by not launch a direct product advertising, and use another way to make customers feel more interested in the product，because in reality, many products begin ads that use stars to let customers know the brand and let customers know how much the brand is right for them.

If I am a brand manager, I might let the ads show our new products directly, make our customers know and then buy. I probably won't use this way as in the article, because I feel this will be more direct

I think this marketing scheme is good because it makes Nike more aware of their customer base are those people.

I learned from this article that marketing should determine the age level of your product, and not all people of all ages can accept your brand.and social justice advertising will make young people more progressive appreciate、

About Me

      My name is Suquan Li, I just from China, My major is Business major, I register this class because I can talk with other people, I can use this way to recognize new areas,

I am not like stay home to do something even play games or sleep; I always think that should waste time. I think marketing can bring me more vitality. I am very like music because I studied saxophone for 12 years.