Mercedes M class Essay Example for Free

Mercedes M class Essay This year Mercedes-Benz Company announcing the new M Class SUVs for their middle aged costumers. The M Class offers a stylish alternative to box-on-box SUVs, and can be equipped with as much off-road capability as most drivers would ever need. It doesn’t go light on luxury or amenities, either, and its cabin feels more like a Mercedes sedan than a premium sport-use. In fact, Mercedes has made an effort to step up its materials, fit and finish game on the inside of third-generation M Class models, and its efforts show. Market segmentation strategy The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are most likely to purchase your offering. There are four different dimensions used to describe a product’s market segmentation. These four things are demographic, behavioral, psychographic, and geographic. The most popular marketing segmentation used by researchers is the demographic segmentation. Demographic segmentation: Mercedes Benz M class demographic includes adults, both male and female, mostly middle-aged people. They are not very popular with youngsters since the brand is very expensive. Yes there is college kids and in some cases even high school kids with Mercedes Benz cars, but they were still purchased by their parents. Due to their relative expense, * 2013 Mercedes-Benz M class /http://www.caranddriver.com/news/2013-mercedes-benz-gl-class-photos-and-info-news The M class is targeted to people of middle to high incomes. Unlike Chrysler or GMC, for instance, Mercedes doesn’t offer prices ranging from high to low so the products don’t resemble consumers with a low income. Behavioral segmentation: is the most powerful approach because it uses actual consumer behavior or product usage to make distinctions among market segments. When referring to the M class behavioral segmentation, it is purchased among heavy users, it’s a car you can use on a day-to-day basis, whether going to work or to the grocery store. Most of the people that purchase the M class do it for different reasons; quality, beauty, speed, etc. Psychographic segmentation: the M class is commonly purchased among  people who have a family, since it’s a SUV. Some of the reasons its customers prefer the M class is for its safety, and by being a luxury car it gives you a certain status among society. When referring to the geographic segmentation of the M class, it is mainly targeted toward somewhat wealthy countries. The M class is sold worldwide m even though its biggest market is in the United States. Other target markets for the M class may include single males, females, single parents with or without children or teenagers, married couples, and males and females who are divorced. There are many different target markets for the M class and the ones mentioned before are its main target markets. Positioning: Mercedes Benz has always been known for delivering quality, reliability and its safety. Delivering Mercedes-brand qualities and features at a more moderate price is a luxury marketing strategy conceived with a long range vision. Their goal is to build lifetime brand loyalty by meeting the automobile consumer at nearly every price point throughout their progress through different life stages. In line with the Mercedes-Benz brand philosophy, the new Mercedes-Benz M-Class represents the embodiment of the Mercedes-Benz holistic safety concept of Real Life Safety, which is derived from what happens in a real accident situation. In combination with the front and rear deformation zones, the high-strength passenger cell of the M-Class provides a highly effective foundation for the occupant protection systems. Both active safety and driver-fitness safety in the new M-Class are further improved by assistance systems that will already be familiar, primarily from the S-Class and E-Class. Reference: 1. Benz says its like a three-row S-class, but theres also a heck of a lot of M-class. / http://www.leftlanenews.com/new-car-buying/mercedes-benz/m-class/review/ 2. Mercedes Benz M class /http://www.caranddriver.com/news/2013-mercedes-benz-gl-class-photos-and-info-news/ 3. On Mercedes Benz’ luxury /http://www.smallbusinessadvocate.com/small-business-articles/on-mercedes-benz-luxury-1111/