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