Target Markets Of BMW, Mercedes-Benz and Volkswagen

Here are 3 german car giants which rule all the markets in the world with their popular models. Mercedes–Benz is famous for its elegance instead BMW is a leader in sporty affordable cars. Volkswagen has a great history of jukes and is famous as an everyday happy car. All the 3 companies have different kinds of targeting tactics and target markets, it also depends on their models. Each of their models is specific and has specific targeting approaches.

So let’s begin our journey with the famous car Volkswagen.

At first, I would like to watch their commercials and Instagram posts to reveal their way of advertising. From here we can see their targeting tactics as well as the branding style of the cars.

Here is one of their commercial which is advertising the new car Tiguan. The guy in the commercial is trying hard to park his car but he is not able to do that and the horses in the background are laughing at the man. The horses even speak to each other and make jokes. Here is a funny way of advertising by the car-producing company.

What kind of person do we see in the commercial? 

Garrison Group calls them Floaters (age 30-55).

Floaters try to give good care for their families. Women of the segment spend a lot of time at home, cooking for the family, cleaning the home. They do not take care of their looks a lot, appearance is not important. They would rather buy clothes for comfort, not for style. 

Floaters seek for control and security, they do not want to walk their paths and do not want to start a business. Have their consistent job and work for the money. Doing their duties is more important than living for enjoyment. 

Floaters mainly purchase cheap brands like Volkswagen, which is a relatively affordable car. Always look for special offers and discounts, the lowest prices. They are one of the latest to adopt new brands. Like the old and proven ways.

Here is one of their Instagram posts which is advertising a completely another car model. The name of the car is Jetta and it is red just like the shirt the boy. The guy is sitting on the roof and looking at the car. The Volkswagen car is a way to feel your happiness and freedom. It is a tiny car, which is also affordable.

Let’s discuss the branding style of the car.

What do we feel when we look at the cars of the brand. They are so tiny and simple also have kind and innocent looks. The following type of branding is called the Innocent brand archetype in archetypal branding.

What does the Innocent brand archetype represent?

• The desire of the archetype is to experience paradise.
• The goal of the archetype is to be happy.
• The strategy of the archetype is doing things right.

Many brands like Coca-Cola, Dove and Nintendo Wii have Innocent brand archetype.

The brand archetype fits a brand if

• It is associated with goodness, morality, simplicity, nostalgia, or childhood.
• it provides a relatively simple answer to an identifiable problem.
• it has functions associated with cleanliness, health.

Here are some facts about Volkswagen.

1. Volkswagen is ranked number 7 in the world’s largest companies.
2. By 1955, Volkswagen was present in more than 150 countries worldwide.
3. Most Volkswagen vehicles are named after oceanic currents and prevailing winds.
4. In 1948, Ford Motor Company was offered the Volkswagen Company for free, but Henry Ford declined it by saying “it wasn’t worth a damn.”
5. Volkswagen means “People’s Car” in German.

Now let’s look at the targeting tactics of Mercedez-Benz and reveal their secrets in marketing strategies.

As first we should look at their commercials to find out who could be a perfect customer for the legendary car.

Here we see a lion who is the king. The king has company and is in a very intense routine of working and ruling his company. He is a successful and wealthy lion and, of course, he likes Mercedes Benz as it is made for lions. Then he takes his Mercedes S class and drives it in the streets but there was a rush hour and he was stuck in the streets, but the music in the car and conveniences were so good that the lion relaxed and enjoyed the time.

What kind of person do we see here? I have answers to the question.

Garrison Group calls them Fulfillers (age30-55).

Their business and career are the rulers of their life, and career is super important to them as it is a mean of self-actualization. Always looking for new opportunities in business and think that family should adopt their priorities. Standing out in the crowd and recognition from friends, family, and community is very important to them.

They like keeping up with technologies and new trends and here Mercedes-Benz wins with their technological novelties. Fulfillers like traveling and going abroad once in a month and having a special time with friends.

They use premium brands and do not take into consideration the price and willing to pay extra for a good product. They are one of the first to buy a new product and the new S Class is the typical product for them. They are rather impulsive buyers and take quick decisions as well as spending hours at shopping centers just for fun and leisure time.

16 Personalities (what is for your business?)

As we can see, the main target audience for the “Mercedes-Benz” brand is the ‘’Fulfiller’’ segment, which is the synonym of success and leadership. His decisions are always risky, sharp, and fast. But in the end, they are always justified and bring final success. They are considered as people of the result, they are very brave, resourceful, and very practical.

Mercedes-Benz has targeted the Fulfillers, as they are customers “No 1” in all existing 16 Personalities.

 Fulfillers are just 1 of 16 Personalities that you may meet during your daily business and marketing activity. Behaviors of these segments are described in detail in the book, the study of which is very important so that we can have the answers to the following insights for each segment.

1. Motivations
2. Fears
3. Desires
4. Preferred ways of stand out

The answers to these insights will allow you to find your ideal customer.

All these types of clients are included in the book called “16 Personalities”, which will open a new Marketing world for you. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand.

Find out your perfect customer profile with the following steps.

Here is another post by Mercedes-Benz on Instagram.

Here is the autumn for Mercedes-Benz and the famous logo of the brand with leaves. We see the car in different situations on Instagram. Once it has a new costume, or it is in autumn with leaves, as if Mercedes is a person and is traveling all over the world. The fancy and elegant look of the car gives the imaginative person associations. 

While thinking about the branding tactics of the car producer, it becomes obvious that the brand has a high-class elegant style, which attracts people who have money and a specific status. The following type of branding is called the Ruler brand archetype in archetypal branding.

What does the Ruler brand archetype represent?

• The desire of the archetype is to control.
• The goal of the archetype is to create a prosperous and successful company or community.
• The strategy of the archetype is exerting leadership.
• The values are power, patriotism, leadership.

Famous brands like American express and Louis Vuitton have Ruler brand archetypes.

The Ruler identity may be right for your brand if

• Your product helps people to be more organized.
• Product or service can offer a lifetime guarantee.
• You produce a high-status product or service to help people to enhance their power.

Some interesting facts about Mercedes-Benz.

1. Mercedes-Benz made a hybrid vehicle in early 1906.
2. Safety crumple zones appeared first on a Mercedes-Benz.
3. Anti-lock brakes were created specifically for the S-Class in 1978.
4. The modern automobile was created by Karl Benz, with his patent of the “Motorwagen” in 1886. His wife funded his work.
5. Karl Benz had the first-ever driver’s license in world.
6. The “Mercedes” was named after Emil Jellinek’s daughter Mercedes in 1901.

It is time to turn and look at target market of BMW.

Here is a commercial of the new 7th series of BMW. The elegant car is not specially made for a bossy businessman, whose life is structured upon business life and management. The following man likes the independence and drives through the snowy day, he went into high mountains and eventually reached his plane. And he was driving the plane feeling the whole independence and pleasure of the moment.

Here we see a wealthy and independent man, what kind of segment does the man belong?

Garrison Group calls them Balancers (age 32-55).

Balancers are a segment of people who are very open-minded and want to get the most out of everything. They are ambitious and positive people. The segment is called Balancers as they are trying to balance their lives between their favorite activities. When they are working, they think about the family, when they are with family they think about friends and so on.

Balancers are family-centered people. Also, they like life full of challenges. New things, that will fill their lives. As well as they want to have control over various resources as it gives them stability and security. They are an intelligent segment and try to gather a lot of knowledge for a better career.

Balancers have a good income and like to pay more for better quality and BMW gives them the quality that they deserve. They are also brand loyal when they find the label that they like. They like to do shopping once a week with their families, attending big shopping malls.

Here is an Instagram post example of BMW.

Just stick with pure power and drive BMW m series, especially the m4. We see here the power of the car, whoever drives BMW, he/she knows that they possess power. What kind of power is it? It is the power of a master, who knows everything, how to drive fast and compete with everybody. BMW driver is a street racer who likes challenges and likes to win. 

Now let’s discuss the branding tactics of BMW.

We have already said that whoever drives the car becomes a racer and a master. He/she gains skills and wants to compete with others. The prestigious car with racing abilities. So what kind of branding tactics does the car have? 

We have an answer, it is called a Hero brand archetype in archetypal branding.

What does the Hero brand archetype represent?

• The desire of the archetype is proving its worth through courageous actions.
• The goal of the archetype is to be a master to improve the world.
• The strategy of the archetype is to become strong and competent and powerful.

Famous brands like Snickers, Nike have the tactics of the Hero band archetype.

The Hero identity may be right for a brand if

• your product helps people perform at their upper limit.
• you are the underdog and want to rival the competition.
• you have a clear opponent or competitor you want to beat. 

Facts about BMW

1. The first electric car made by BMW was created ib 1972. The name of the car was 602
2. The BMW logo is derived from the Bavarian national flag, The blue and white colors are from the flag. Though everybody thinks it is from airplane propellers.
3. BMW designs not only cars. They also design a plane and train interiors.
4. BMW Group owns 3 car brands. BMW, Rolls-Royce, and Mini.

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