After losing top slot to BMW in luxury car race, Mercedes-Benz India plans toalter its marketing strategy to change its brand perception. Though the brand globally stands for main attributes of luxury, performance and technology, in India it has been identified as a brand meant for mature customers. The company aims to regain its number one position in the next three years.As a first step, Mercedes-Benz India on Wednesday signed an agreement with Jaypee Sports International to become the official automobile partner for the first ever F1 race to be held in the country in October to boost consumer interest for its cars. The luxury carmaker will provide stand-by safety cars for the event.It also plans to set up a driving academy at the F1 racing ground Buddh Internationalassociation with Jaypee Sports International, the organisers of the Indian Formula One Grand Prix next year. The academy will be its fourth globally after Germany, ChinaTo gradually change our brand perception, we will also go to places like malls, universities and airports, where we have never been beforemanaging directorMercedes-Benz Indiacompany has recently opened a brand lounge at T3 of the Delhi International airport and plans to showcase its cars in malls and educate college students about the company’s brand philosophy. “We are also talking to F1 drivers to promote the Mercedes brand in Indiathe luxury car market is facing a bumpy ride due to slowdown with growth levels coming down to 20-30 per cent over the past two months from about 70-80 per cent earlier this year. However, he is optimistic of a ‘high’ double-digit growth over last year’s annual market size of 16,000 units due to a slew of launches planned by the company during the festive season
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