Mercedes Benz SLS AMG
Before we go into…
Companies create customer interest in products and services. This process is an extremely important business activity. We name it marketing. Further into this, the marketing communication or so called ‘advertising and promotion‘, such good examples are found from car companies promotional copies as well. In terms of understanding the marketing mix, there are 4Ps known as the most significant factors: Product, Price, Place and Promotion. From customer perspective, these are referred to Choice, Value, Convenience and Information. The Mercedes’s new super sports, the SLS AMG is beautifully featured in this promotional video. Yes, it is an example of Product and Choice.
Mercedes SLS AMG
The new SLS AMG. What Mercedes Benz has developed as a new luxurious grand touring automobile is going to replace its previous supercar, the SLR.
Although the previous model was developed by corporation with McLaren, the best known Formula One Race car constructor, the new SLS was designed by its in-house brand, the AMG. The AMG is a subsidiary of the Mercedes-Benz and it is specialized in high performance luxury cars; hence, the name, AMG, implies the most expensive and highest performance of each Mercedes vehicles. The new SLS AMG was first revealed in 2009 at Frankfurt Auto Show, and it is now on sale as Mercedes promised on the official press conference in the beginning of the year.
The Marketing Communication. Mercedes Benz has decided to deliver the new model’s essence of vehicle dynamics and its exceptional performance by showing a very impressive promotional video. This TV commercial simply exhibits all of the car action without any description or narration. The commercial starts by showing the Mercedes R&D center where a lot of engineers are calculating some numbers and all staffs seem to be very busy preparing the drive out. The scene changes to a closed road where there is a long tunnel ahead. Soon a professional racing driver gets in the car, launches the SLS AMG at full throttle and amazingly drives up side down sticking on the wall as if the car is doing a looping inside the tunnel.
Product is the main theme. Among the 4 marketing mix elements, Mercedes Benz approaches consumers with the ‘product concept’ to assist in implementing its marketing strategy. The term, ‘product symbolism’, refers what a product or brand can mean to consumers and what the consumers can experience after they purchase the product. The commercial delivers an idea that this perfectly designed car is able to let the drivers experience great high speed stability, its outstanding performance and the sensibility of the German engineering is a great bonus. In other words, the SLS AMG commercial appeals the viewers by revealing the beauty of speed that only a true sports car can draw in mind. Therefore, consumers are lead to establish their value upon the product.
Price relates to Choice. Obviously, this is not a car for everyone and the target group of this product is not broad. Although there are many other super cars currently available in the market, just a few selected wealthy car enthusiasts are allowed to enjoy the new SLS AMG. Those who want to be differentiated from others and have high self-esteem choose the AMG’s new creation from the latest German technology. Also the AMG’s name value empowers the car as the most finest car ever built; this is a strong element to motivate the specific group of consumers to purchase the product. What consumers want from super cars is pure performance, scarcity, specialty, and of course, beauty. Once the customer value is satisfied with the elements the product offers, it builds brand loyalty and consumers are finally motivated.
