Positioning Strategies of BMW And Mercedes Benz
Both Mercedes Benz and BMW are large-scale automobile manufacturers. They are understandably used by a big number of people as cars have a huge role in our everyday lives. From grocery shops to road trips, they are a must. While Mercedes Benz is sold in 93 countries worldwide, BMW exceeds the number, as it can be found in 140. With that many car companies available in the world it is quite interesting and fascinating that these two, in particular, are this successful. With that being said, let’s discuss the positioning strategies of these companies to find out the secrets behind their success.
Let’s start by discussing one of segmentation strategies used by BMW.
To do so, I suggest watching the first commercial in the following video.
At the beginning of the video we see a car racing in the darkness. We can clearly observe it because of its lights. Right off the bat, we can notice that they wanted to create a spooky atmosphere here. We see random woods and feel a sense of chilliness. Then the car randomly stops because it runs into a ghost-like creature.
We see her slowly walking towards the car and going for the handle. The windows of the vehicle are frozen. The second she opens the door, a surprised expression appears on her face. We hear her loud scream and then she disappears into the darkness far from the car. Then the camera zooms in inside it, and it becomes apparent that there is no driver.
In the back, we spot “autonomous driving test vehicle” which essentially means a self-driving car. And it continues its journey. “The future of driving. Nothing to be afraid of” appears on the screen. What is communicated here, is that not that far along in the future, the whole population of the world is going to drive a car like this.
It is safe not only for the drivers but for the pedestrians as well. Even if you run into a ghost, you have your safe space. These cars make the journeys smooth and enjoyable. The main message of the video was the idea of safeness. Other than that, however, discovering new paths and going on different journeys was also an inference.
In addition, these cars are extremely modern and something that the new generation is going to surely rely on. We get vibes of openness and intellectualism that from this commercial. The mentioned points lead us to conclude that the segment BMW has chosen to target is Conscious Progressives.
Now, what do we know about this segment?
Values and Beliefs
Firstly, the people that belong to this segment are smart and open-minded. They use every possible situation to learn something new and something valuable. They do not live in their own bubbles and try to explore the outside world, different cultures of other countries, etc.
Conscious Progressives are very smart when it comes to spending money and will only spend it on items that they absolutely need. Honesty is one of their values, and being true to themselves is even more important.
Sure, this segment likes to look good, but not in a go out of oneself to look a certain way good. Their personalities are more valuable. In their minds, there needs to be a good balance between the person you are and the way you look.
Another thing that is relevant for this segment is that Conscious Progressives have many friends that they can meet up and have a good time with. However, deep and meaningful friendships are more crucial.
Attitude Towards Shopping
Interestingly enough, advertisements are a big deal for these people. Ads have to not only be entertaining but, also, have a good message. Something to learn from is always essential.
The way that a product looks is secondary for Conscious Progressives because they value the function of the items a lot more. A good product should have good quality.Good style does not have to mean luxury and expensive items. A smart way to have a style that is not too much out there is to have options to choose from. And it is entirely possible for it to be casual looking.
Marketing Strategy
With slogans like “The Ultimate Driving Machine” and “Sheer Driving Pleasure”, BMW is making sure that people choose its products. This company has got to a point where it confidently suggests to customers that their products are the most enjoyable. BMW is surely doing something right with its slogans.
Other than the mentioned point above, another smart strategy is strong advertising. Well-known actors such as Tom Cruise have appeared in BMW ads. Most people skip ads, but if it is shot correctly they will absorb attention.
Problem Removal
It is always a great move to produce new and diverse products. The luxurious cars that BMW offers, have increased its costs. When making a new model, a lot of time and money are potentially put at risk. What if people end up not liking your new product? Also, what if they do not in any way associate it with your company before that specific product? In the end, a lot of money and energy will be lost.
Good thing BMW has Intel Xeon Processor’s help. It allows a good balance of costs and the creation of new things with lower risk. It makes it possible for prototypes to be virtually tested before the final creation.
Social Acceptance
As BMW is a global company there are a few responsibilities that it has to take into consideration. BMW thinks of intercultural understanding as a crucial factor for its consumers. For that reason, it focuses on educating people as much as possible. Being aware of cultural diversity is a great place to start. This company works on providing equal job opportunities and creating chances for nonformal education.
Message Strategy
The post above is taken from the Instagram account of BMW. In the image, the BMW 8 Series Convertible is being advertised. The caption is suggesting that the roof can be brought down. The car has a very luxurious look to it. The only thing left to do is to get in, roll down the windows and just drive.
BMW is influential and strives to be one of a kind. Of course, it has competitors that it is trying to beat. And last but not least, it is well aware that it has a major impact on the world. All of this leads us to believe that the archetype BMW belongs to is Hero. You can read more about the archetype by redirecting to the following link.
Moving on, let’s discuss the targeting strategies of the next big automobile manufacturer, Mercedes Benz.
Again, let’s watch the commercial to help us do so.
At the beginning of the video, we see a lion getting ready for a meeting. We can already tell that he is anxious. His facial expressions and body language throughout the meeting guarantee the same thing.
Then we see small things like spilling coffee on himself. Back in his office after he finishes a call we see him squishing a stress ball which proves the point. He stares out the window for a split second and gets in the elevator.
The intense music is also another factor for a clear observation of his emotions. He gets in a car and just starts driving. The madness is not over yet though. The traffic, the red lights, the other angry drivers that we see keep the tense mood going. However, with just a press of one button, everything changes. The button is mood transforming. The music changes into a cheerful one, and everything suddenly gets better.
After a deep breath, we can tell that the driver’s anxiety is eased. He continues driving while jamming to some nice music, goes home, and greets his loved one with a smile on his face. We see “The new S-Class. Feel intelligent drive.” written on the screen. It is implying that even in a rough state of mind a simple drive can make everything better.
The commercial is hinting at a few things. First, the long day at the office suggests that career plays a huge role in the character’s life. Then, we can tell that he is using pretty advanced technology.
And we can assume that he likes treating himself with nice items such as his amazing car. These points help us conclude that the segment that Mercedes Benz has chosen to target is Fullfillers.
So who are Fullfillers? Let’s lay out the information that we have about them.
Values and Beliefs
This segment really cares about career. Always looking for new opportunities and new ways to prosper their job. On the way of doing that, they sacrifice family life. However, the opinions of family and friends matter a lot.
Fullfillers are very social but not in an average way. Their interests are art, theatre, concerts, and so on. This segment also likes to keep up with technology advancements and purchases the newest developments. On the weekends, they know how to have a good time. This segment enjoys going out and spending their free time nicely.
Shopping Attitude
As already mentioned Fullfillers like to keep up with new products. And, most of the time, price does not even matter. What matters is good quality goods. At the same time, they also make impulsive purchases.
Staying true to favorite brands is good and all, but trying out new products is also fun for this segment. If they feel like their mood is going down they like spending money to make themselves feel better. So, Fullfillers like going to stores for the sole purpose of having fun.
Marketing Strategy
Mercedes Benz has been around for more than 130 years. Along the time it has set goals for itself. First and for most, having good vehicles is the main goal. The concept of good is relative though. Of course, it has to be comfortable and nice for the consumers. However, at the same time, the world is facing challenges regarding the climate and the environment. For that reason, Mercedes Benz takes sustainability into consideration.
Customers’ experiences are important for this company. Their comfort and fulfillment are the keys. And one thing that can contribute to it is integrating trustworthy employees.
Other essential factors are growing in the core business, implementing eclectic driving, promoting automated driving, and operating digitization.
Problem Removal
Transporting people and goods is not the only thing that a car company can suggest. The environmental troubles are so crucial as of now. The world is entering a new level where different businesses need to create more environmentally friendly products. It is a good way to relieve consumers, and, at the same time, leave the environment unharmed.
Good thing Mercedes Benz is looking for creating sustainable luxurious vehicles. Staying committed to CO2 neutrality can make it all a possibility. Good environment, good health, happy customers.
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Social Acceptance
These cars do not only reflect your success. Obviously, if you are driving a Mercedes Benz vehicle, then you are in a good place in your career. And surely, people around you can easily notice that. So, it is a great tool to show off your achievements. However, it is always important to look at things a little beyond that.
A simple piece of paper can reflect so much more than what we think of it right off the bat. So we can only imagine what a technologically advanced creation actually holds. There is so much more to it than tires, breaks, and steering wheel. For example, what do you feel when driving?
How does it reflect your emotions at certain times of your life? Imagine that your nerves are all over the place, and you decide to go for a drive. And then you get the feeling of an adrenaline rush. Some other time, you are just excited and want to go for a late evening ride with loud music on.
The things we own have some of our self-expression in them. So the car that we drive should somehow show our personality. This company makes diverse vehicles for everyone to find their own from the crowd.
Message Strategy
On this post, Mercedes Benz is showing its 31.4 million Instagram followers a collaboration with fashion designer Virgil Abloh. This does not look like a standard car. Inside we can see colors like red and blue, and on its tires we can spot yellow. It can be guessed that this is designed to be an impressive and nice looking creation. The black background is also a good way to make us focus our whole attention to the car.
The company’s high status, the aim to help people and the surroundings, the price range and quality give us some clues. The Ruler is the archetype that Mercedes Benz belongs to. The name makes it obvious that this archetype is a good fit for companies with an aim of leadership. Click here to read more about the archetype.
So, we hope you got a good idea about the positioning, marketing and message strategies of BMW and Mercedes Benz. In this blog post some interesting points were discussed. We post many blogs with a content similar to this, so if you are interested, check out our website for more.
