Question

Topic: Strategy

Mercedes-benz E-class Launch

Posted by Anonymous on 7/2/2009 at 11:10 AM ET 500 Points
Hi everyone

Was wondering if you had any ideas you'd like to share on how you would launch the new Mercedes-Benz E-class? What wow factors would you use.
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  • Posted on 7/2/2009 at 11:42 AM Moderator
    What country? What target audience? What's a Mercedes-Benz E-class, and how is it different from other Mercedes-Benz models? Who is the competition?

    We'll need a lot more information than what you've provided in order to help you out.

    Is this a student question? How do you plan to use our responses? Are you affiliated with Mercedes-Benz?
  • Posted by SteveByrneMarketing on 7/2/2009 at 12:37 PM Member
    hi mcmorrowanthony,

    I have to agree with Michael and Phil. While there is plenty of info on the new E-class, where you are geographically and who you are targeting greatly influences the messaging.

    I do think the new E-class is a great car. It now catches up with revolutionary refinements of the C-class and S-class. And since it's the latest model to attain these "new standards" it very well could be the best.

    Steve
  • Posted by SteveByrneMarketing on 7/2/2009 at 12:46 PM Member
    so in the USA market maybe something like -

    We saved the best for last. available right now.

    then highlight key feature/benefits that support this statement.

    hope this helps,

    Steve
  • Posted by Jay Hamilton-Roth on 7/2/2009 at 2:13 PM Member
    Compare the all new design with the feeling from sitting in an executive jet, high-end limousine, or a high-end hotel room. The luxury that they feel from special occasions can be theirs for everyday travel at an affordable price.
  • Posted by ilan on 7/2/2009 at 2:56 PM Member
    We have the e 350-class, 2008 model.
    We were invited to the launch party of the new e-class...
    Its just like any new model that comes after any successful car model.
    Slightly different shell, different tail lamps, squarish shape VS. a more round one in the past...you get the picture.
    There is no WOW!
    We will wait for the end of the old lease patiently, and will not rush to have this new car, simply because there's no reason.
    Anything you can use will have to be in the area of amazing technological breakthroughs. Safety features, navigation system, sensors etc.
    There are no amazing design breakthroughs here, no amazing new interior design, no new colors.
    Mercedes should not make radical shifts from one car model to another, they have a strong brand to defend.
  • Posted by matthewmnex on 7/4/2009 at 8:56 PM Member
    If I may chime in a little here please :)

    I would like to take a slightly different approach.

    Considering the current economic downturn and the difficulties that car manufacturers are facing globally, It is not hard to imagine that MB is also facing some challenges.

    Looking fr WOW factors for the car itself is clearly not going to work if there are none.

    Therefore, You need to look at a WOW launch.

    Make the launch itself press worthy so that you can maximise the free exposure you will get form the TV, radio and print media. + You tube video etc that people will be buzzing about.

    Think about -Venue (on top of the Eiffel tower - or the Petronas towers).
    Think about Timing - (A major special day like an anniversary of the death of Princess Grace or Dianna )
    THink about Who - What kind of celebrity personality will be cutting the ribbon, unveiling the vehicle??
    THink about WHY - maybe you could make the launch a celebrity auction and proceeds from the first ten cars will go to assist displaced workers from the Motor industry around the world.

    There are a million outrageous and exciting creative things you can do to make your launch note worthy and drum up a lot of press and interest fro the general public.

    Don't get bogged down with old ideas. Considering the state of the current global economy, RADICAL thinking is needed to shake NEW buyers out of their trees.

    The post of Ilan above says it all with respect to the current buyers :)) SO it is time to sow some fresh seeds on some new pastures.

    Good luck.

    Matthew
  • Posted by Chris Blackman on 7/4/2009 at 9:02 PM Accepted
    I don't know too much about the new E class or how it differs from previous E class models, but in this day and age you need a very strong story for your launch.

    First, you must ensure that anyone who has a older E-class buys a new model, not a competitor product. So your launch must focus on the positive differences between the new E Class and the new BMW, Lexus, Audi, etc.

    And you need a call to action. So you have to explain in the launch why it is important to buy a new E Class NOW because it's going to save the buyer time, money (in the form of fuel consumption, devaluation and service costs), be safer on the road for them as well as for other road users, and how it is a more environmentally responsible choice than anything else they might consider including sticking with their old E class.

    Finally, you have to focus on the intangible benefits, how a new E Class will improve their health, wealth and personal happiness. I mean, even a fat old guy looks more attractive sitting in a brand new E class, see what I mean?

    When you have your launch event, you must ensure you invite all existing E class, and other Mercedes owners from the area you are serving, as well as other people in the AB socioeconomic groups who might be considering buying a prestige vehicle.

    Set up mini-sites with exclusive preview material that link back to an online invitation registration module on your existing website.

    Well before the launch, invite key motoring journalists from newspapers and magazines to test drive the new vehicle. If possible fly them all to the Mercedes factory, wine and dine them after their test drive and factory trip, shower them with Mercedes E Class merchandise and memorabilia, and listen to everything they tell you about the product - after all, these people get to drive everything new and if there is something they think you need to change in your product you should listen to them.

    If you launch a very fast version (e.g. AMG E class 600 or something) - use Lewis Hamilton, a rather fast Mercedes driver, in the advertising.

    And if this is a student question, hey, make sure you stick within your marketing budget for all this!
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