Marketing of Accessories for the Mercedes-Benz Automotive Brand

In today's world, a brand is no longer as strong a differentiation factor as it once was; however, in combination with services and additional offerings, it still represents significant company competitiveness. The future lies in brands that will adapt to the needs and expectations of customers, as today's consumer is sometimes inclined towards one brand and other times towards another brand. A good brand, compared to a less well-known product, offers the consumer a range of advantages, primarily intangible benefits. The research found that potential customers could be better informed about the product offering from boutique sales through promotional material intended for potential vehicle buyers in sales salons, a greater offering via the internet and simultaneously sponsored websites, product presentation through prize competitions and similar activities.

Problem

In today's world, a brand is no longer as strong a differentiation factor as it once was; however, in combination with services and additional offerings, it still represents significant company competitiveness. The future lies in brands that will adapt to the needs and expectations of customers, as today's consumer is sometimes inclined towards one brand and other times towards another brand. The consumer is increasingly educated and demanding.

From an expensive product, they expect certain benefits as well.

Solution and Method

A good brand, compared to a less well-known product, offers the consumer a range of advantages, primarily intangible benefits. The consumer values this added value. The consumer gives value to the brand through their trust, perception of product quality and associations (Aaker, 1991, 270).

In the diploma thesis, they focused on the marketing of accessories for the Mercedes-Benz automotive brand, which is also referred to more briefly as boutique sales. The diploma thesis is divided into theoretical and empirical (research) sections. Before the actual research section, they supported the diploma thesis with a theoretical section, where they described the objectives, purposes of sales promotion and their instruments.

In the continuation, they presented the company Autocommerce d.o.o., its structure and the content of its core activities. They also presented the objectives of establishing a long-term relationship with customers, as the essence of a long-term relationship between customer and seller is that it does not end with the sale of a car or equipment, but rather the seller, through their after-sales activities, seeks to deepen and improve the relationship between them, thus establishing the customer's long-term attachment to them. One of the core activities of Autocommerce is boutique sales, which is the main topic of the entire diploma thesis.

They described the characteristics, trends and competitors of Mercedes-Benz boutique sales and finally delved into the marketing mix of boutique products and provided suggestions for sales promotion. Based on the chapters discussed, they found that this segment hides much greater potential than is actually being exploited. On one hand, trends show great interest in lifestyle products bearing the brand, in their case Mercedes-Benz, whilst on the other hand, Autocommerce does not actively market these products, which means there is no regular advertising nor regular promotions of boutique products that would increase the recognition of these products.

Therefore, they decided to describe measures that would fulfil and expand the given activities of boutique sales. They proceeded from the success of boutique sales promotion in Germany and the advantages and disadvantages hidden in Mercedes-Benz boutique sales in Slovenia. There are problems associated with boutique sales promotion, such as lower purchasing power, somewhat different customer behaviour, a smaller market and several others.

At the end, they paid special attention to the evaluation of sales promotion, which can provide very useful information about the success of completed promotions. These can most easily be measured on the basis of past sales data and through a survey that defines opinions about their boutique product offering. With the help of evaluated information, their activities and offering in the sale of boutique products can be further improved in the future.

Mercedes-Benz is a brand that is synonymous with quality, safety and prestige both globally and domestically. The objectives of sellers of both Mercedes-Benz cars and special additional equipment should be based on customer satisfaction and sales promotion. However, this alone is no longer sufficient due to market competitiveness.

It is necessary to evoke in customers a sense of something exceptional, some added value, on the basis of which the customer will remain loyal to a particular brand. They dedicated the third chapter of the diploma thesis to establishing a long-term relationship with customers. Before this, in the second chapter, they presented the company Autocommerce d.o.o., its structure, car sales, after-sales services and the Maribor Regional Centre.

Sales trends, competitors and the marketing mix were presented in the fourth chapter of the diploma thesis. The basic objective of boutique sales (sales of special additional equipment of the Mercedes-Benz brand) at Autocommerce is to demonstrate the possibilities of sales promotion and other marketing instruments, as well as specific measures that could increase sales. Sales promotion was described in the fifth chapter.

Results

The research found that potential customers could be better informed about the product offering from boutique sales through promotional material intended for potential vehicle buyers in sales salons, a greater offering via the internet and simultaneously sponsored websites, product presentation through prize competitions and similar activities. In the latest edition of Mercedes-Magazine, which is received free of charge by every buyer of a new vehicle and Mercedes credit card user, an entire page was dedicated to boutique sales products.

Likewise, more attention will need to be devoted to the arrangement and equipment of sales points with a sufficient number of attractively equipped display windows, sufficient and diverse stock, with fitting rooms for trying on ready-to-wear items in Mercedes-Benz sales salons, automotive fairs and other exhibition spaces that are visible to potential buyers of Mercedes-Benz special additional offering products. The general assertion that greater sales effects also require closer cooperation with Mercedes-Benz business units is evident in several chapters of the diploma thesis.

It can be observed that their sales staff in Mercedes-Benz business units must be informed and trained for specific promotional campaigns to ensure the operation of individual campaigns. Equally, closer cooperation is needed during the campaign itself, for example, if sellers detect greater demand during a campaign, they must establish contact with Autocommerce headquarters, which ensures sufficient quantities of specific boutique products. Finally, sellers must also evaluate sales, that is, maintain records of the type and quantity of products sold during the campaign and ensure completion of the survey.

This information is very important for the company and Mercedes-Benz business units, as it means more effective promotion of boutique products. From the brief summary, comments and findings, it is possible to discern simultaneously very different aspects that influence boutique sales, whilst on the other hand, this is relatively less demanding sales when compared, for example, with fast-moving consumer goods sold in many shops, or with cars, which are much more complex and expensive. Their wishes are directed towards the actual realisation of measures necessary for successful sales of boutique products, whilst actual implementation depends on the decisions of Autocommerce management.