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Submitted By gpannu
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Advertising Plan

Prepared By Christopher Reynolds For Professor J. Tripp San Francisco State University August 13, 2007

Brand Performance
Product Description
Mercedes-Benz is a luxury automotive manufacturer located in Munich, Germany. The oldest of all German manufacturers, they were founded by Karl Benz in 1871. They distribute their cars to dealers all around the world, but have a particularly high demand in North America, specifically America.

Sales (in Millions)
SALES Mercedes Benz
2005 $21.0 2006 $29.0 2007 $39.0

Geographic Distribution
• •

Dealerships located in downtown San Francisco and in Colma. Majority of buyers reside in affluent areas within San Francisco.

Pricing Strategy


Pricing strategy is a reflection of the quality and luxury of automobile as well as the brand itself: top of the market.

Advertising Expenditures (in Millions)
ADVERTISING EXP. Mercedes-Benz
2005 $1.5.0 2006 $1.8 2007 $2.3

Competitive Trends
Two Major Competitors


Major competitors are BMW and Audi for the San Francisco market.

Competitive Sales (in Millions)/Share of Market
Mercedes Benz BMW Audi Industry Total % Change 2005 S.O.M. 2006 S.O.M. 2007 S.O.M. $21.00 37.50% $29.00 36.71% $39.00 35.45% $23.00 41.07% $31.00 39.24% $45.00 40.91% $12.00 21.43% $19.00 24.05% $26.00 23.64% $56.00 100.00% $79.00 100.00% $110.00 100.00% n/a 30.00% 28.21%

Competitive Product Line
• Product line for both competitors consists of automobiles designed with German engineering and craftsmanship at the core of the automobile. • The unique advantages for each competitor are solely based on brand reputation and loyalty. • The automobiles of Mercedes Benz are in no way more superior to those of BMW or Audi, only the brand is stronger.

Competitive Positioning
• BMW positions itself at the high-end of the automobile market. • Audi positions itself at

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