Principles Of Marketing - Essay Example

Principles of Marketing Principles of Marketing Product No one can deny that Mercedes, BMW and other automotive manufacture have a different portfolio of cars that are designed to target different segment.   To compare the products we should be able to know the attributes of these products which the competitor lack. The five levels of product can help in comparing the BMW and Mercedes with other similar products. Core benefit The core benefit of the two products is transporting passengers. Generic product This is includes the inclusion of 4 wheels, lockable doors, and a function enabling adjustment of the sofas to the passengers needs.

Expected product Here is an onboard multimedia player. The products offer the ability to drive at a high speed safely. Augmented product The products give the experience of a modern powerful car which enables the driver to drive the machine more easily than before. There is also the inclusion of the electric control and the ability to optimize the space used in the car giving the passenger the impression of more space. The safety level of the car can be raised by use of automatic breaks. The cameras enable the driver to park.

The products also do provide more in terms of guarantee than the competitors. Finance facilities and after sale services are also given. There are also unique designs with different colours. Potential product There efficiency of the cars is improved using green energy. Energy consumption of the cars is improved. The safety level of passengers is improved using advance technology. Lastly use of solar energy to save the fuel of the cars. The branding strategies The adverts have displayed all the components of branding which include name logo and slogan.

First with the BMW there is the famous circular white and blue BMW logo or roundel with the initials BMW inside the logo. The blue colour on the logo also forms part of the branding. The slogan in this case is ‘the ultimate driving machine.’ There is also the Mercedes advert whose brand name ‘Mercedes’ is clearly visible. The famous Mercedes logo which consists of a three pointed star cannot escape the eye and finally there is its slogan that is not very clear which is ‘the best or nothing.

’ whereas Mercedes try to position itself on the market as a reliable and elegant car , that give the feel good level , success, from its slogan which says, ‘Best or nothing‘ BMW is promoting itself as a sport car , elegant , with energy of youth from its slogan ‘the ultimate driving machine’. Effectiveness of adverts All the adverts have been very effective in communicating the brands. All the component of the brands is visible on the face of the advert. The slogans are not very clear but the logo and the brand name cannot escape even a passing eye.

For example the second advert of the BMW is meant to show the comfortable and posh seats of the car. However the logo and the brand name are not very clear on the car itself. So to make the advert effectively the brand name and the logo were placed at the left hand corner of the advert. In the same just at a glance one could see the Mercedes logo of the 3 pointed star of the Mercedes advert on the advert. Bibliography Miller, M. J. (2011, July 15).Mercedes Targeting Younger Market Through Golf?

Retrieved November 10, 2011, from Brand channel: http://www.brandchannel.com/home/post/2011/07/15/Mercedes-Targets-Younger- Market-Through-Golf.aspxhttp://www.bmwe36blog.com www.visit4ads.com/advert/I-am-Mercedes-Benz.Mercedes./59323 Perner, L. (2011). Segmentation, Targeting, and Positioning. Retrieved November 14, 2011, from Marshall School of Business: http://www.consumerpsychologist.com/cb_Segmentation.html Finsku Lars (2009) Developing Winning Brand Strategies Expert Press Gelder Sicco (2005) Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets.

United Kingdom. Kogan Page Publishers. Helen Vaid (2003)Branding . New York Watson-Guptill, EXHIBIT 1 from http://www.bmwe36blog.com BMW AD29 Chauffeur-driven Cars, MPV Vellfire ;Free delivery for Self-driven cars. EXHIBIT 2 BMW AD29 Chauffeur-driven Cars, MPV Vellfire ;Free delivery for Self-driven cars EXHIBIT 3 from www.visit4ads.com/advert/I-am-Mercedes-Benz.Mercedes./59323 Mercedes E Class; EXHIBIT 4 Mercedes-Benz E Class with guarantee