Targeting position itself as the best luxury

Targetingthe millennial audience was a huge step for Mercedes Benz to expand theirmarkets. Mercedes-Benz used social media platforms such as Facebook, Twitter, YouTube and Instagram to increase awareness about their product amongst the newsegment. They also included a Super-bowl ad featuring Usher and Kate Upton toconnect with younger generations (Zoeller, 2017) without stepping outof the brand image that they created for themselves by providing a sportpackage, which offers high performance coupled with luxury.

The company isintroducing “ Build your own GLA” which allows the users to create their ownversions of car. Users can choose from different components such as colours, roof, wheels, grill options (Digiday). Their user generatedInstagram account was also an innovative marketing strategy to involvemillennials with the brand of Mercedes. Byinvesting in new acquisitions as mentioned above the company is also enteringthe business markets. Now they are focusing their research on electric n eco-friendlycars. The Mckinsey report on automobile revolution report (Paul Gao, 2016) says that the upcoming trends in theauto industry are the electric vehicles and car sharing – Mercedes is way aheadof everyone and have acquired SMART (electric car segment) and  car2go (car sharing business where people canexperience Mercedes in just 70$ per day).

By doing so the company is trying to evolvewith the upcoming trends in the industry. Recommendations·       Focuson penetrating in emerging markets going forward as they are the sleepinggiants in terms of revenue. While trying to enter emerging markets the companyshould be careful of diverse cultures in those regions. They should portraytheir product in such a way that it appeals to the costumers’ culture but alsokeeps its brand image intact.

Thereforethe company should come with some marketing strategy as to involve brandambassadors that attract that foreign region’s values and traditions.·       Mercedes-Benzshould make further efforts to enhance its value proposition for the newlytargeted customer segment of younger cohort, especially because BMW has resolvedto position itself as the best luxury car. Advertising methods should includethe emerging trends such as virtual 3D tours which could give a close to realfeel of being in a Mercedes-Benz even while sitting at home.·       Aspredicted in a report on automobile revolution (Paul Gao, 2016), future trends are more inclined towardscommunity based ride-sharing, therefore Mercedes-Benz must go further in its’Car2Go’ concept of tiny Smart cars and target the growing segment of customerswho are concerned about the environment.

The growing trend where more and more customersdon’t really need the car but enjoy commuting in a eco-friendly luxury car willchoose this service. y luxury car willchoose this service.