Mercedes-Benz

Goal: Our objective was to draft a research plan to conduct primary and secondary research for Mercedes-Benz. My teammates and I analyzed the data collected to draft recommendations for the brand to increase awareness and appeal to a younger market.

Key Insights:

• Mercedes-Benz is currently in the mature stage of the product life cycle in the automobile industry.

• Mercedes-Benz has strong and reputable brand value. Their current marketing strategy is tactical with the aid of social media usage.

• The target audience values automobiles as a necessity since they rely on it often for commute.

The problem: Mercedes-Benz is not known for its eco-friendly vehicles. The goal is to market Mercedes-Benz to be perceived beyond just a luxury car brand to compete with other technology-based car brands such as Tesla.

The creative solution: Using an inspirational and powerful tone, we created a campaign that will increase awareness of Mercedes-Benz’s eco-friendly vehicles through a series of spot TV, conservation events and social media.

My role: I aided in the drafting of the survey questions to better understand Mercedes-Benz’s position in our target audience’s minds. From there, I used the survey results to identify the problem and worked with my team to develop recommendations.