hyp othetical
Post on 24-Feb-2016
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Hypothetical
Mercedes
Reinvigorating a Timeless Brand
The Problem
Mercedes:
Losing Market Need to Get Share Younger
The Problem
ReEdwards:
Need to get younger, without alienating current core consumers
The Truth
Your reputation is that you’re stale and unaffordable
The Message
Mercedes is Timeless, enjoyed for generations before, now and forever.
Come see the new Mercedes.
The Goal
To sell more Mercedes to Millenials and keep them as lifelong customers
Wants
Materialistic
Despite less wealth
Quality and sex appeal
To look good
Marketing Plan
#Mercedes
TV ExperientialDigital / Social
Social
INCOME
Social OutletsHashtag: Contest
#Mercedes
Digital and Mobile
Traditional (TV)
Experiential
Nothing says popular and cool like this. And Budweiser has about as much to do with a concert like this as Mercedes does.
Measuring Success
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