Marketing 100
LECTURER: JEFFREY QUAK
CURTIN UNIVERSITY (SINGAPORE)
Semester 3A
Submission Date: December 20, 2011
Contents
1.0 Situation Analysis/Current Marketing Mix Page 2.1 Current Product 1 2.2 Current Pricing 2 2.3 Current Distribution 3 2.4 Current Promotion 4
2.0 Segmentation Theory 3.5 Define and explain segmentation 5 3.6 Benefits of Mercedes-Benz C180 5
3.0 Target Market Identification 4.7 Geographic segmentation 6 4.8 Demographic Segmentation 6 4.9 Psychographic Segmentation 7 4.10 Behavioral Segmentation 7
4.0 Completion of Discussion/Rationale of the Target Market Images Chosen Table 8
5.0 Reference 12
1.0 Situation Analysis 1.1 Current Product
When consumers purchased the Mercedes Saloon, the basic benefit the consumers received is the ease of transportation. Consumers are purchasing the technology, which makes the car safe and easy to drive. The non-material benefits are the image and self-esteem that the Mercedes Saloon provides.
The Mercedes Saloon features safety, comfort, design, durability and being economy. BlueEFFICIENCY ("C-Class Saloon and Estate" 2010) is the technology which makes the car use fuel more efficiently. It features technology such as direct injection, start-stop system and aerodynamic modifications. AGILITY CONTROL makes the car agile, easy to drive. The pristine interior of the car provide
CURTIN UNIVERSITY (SINGAPORE)
Semester 3A
Submission Date: December 20, 2011
Contents
1.0 Situation Analysis/Current Marketing Mix Page 2.1 Current Product 1 2.2 Current Pricing 2 2.3 Current Distribution 3 2.4 Current Promotion 4
2.0 Segmentation Theory 3.5 Define and explain segmentation 5 3.6 Benefits of Mercedes-Benz C180 5
3.0 Target Market Identification 4.7 Geographic segmentation 6 4.8 Demographic Segmentation 6 4.9 Psychographic Segmentation 7 4.10 Behavioral Segmentation 7
4.0 Completion of Discussion/Rationale of the Target Market Images Chosen Table 8
5.0 Reference 12
1.0 Situation Analysis 1.1 Current Product
When consumers purchased the Mercedes Saloon, the basic benefit the consumers received is the ease of transportation. Consumers are purchasing the technology, which makes the car safe and easy to drive. The non-material benefits are the image and self-esteem that the Mercedes Saloon provides.
The Mercedes Saloon features safety, comfort, design, durability and being economy. BlueEFFICIENCY ("C-Class Saloon and Estate" 2010) is the technology which makes the car use fuel more efficiently. It features technology such as direct injection, start-stop system and aerodynamic modifications. AGILITY CONTROL makes the car agile, easy to drive. The pristine interior of the car provide