19 Jun WHAT ARE THE STAND ALONE SALIENT IMAGE CHARACTERISTICS OF THE MERCEDES BRAND?
Dissertation Outline
Aim
Mercedes – To find out whether Mercedes’ investment in F1 and the strategy with the new A class model is
shaking off its image as a worthy, but rather boring, brand which appeals to 45+ year old but with little
appeal to younger consumers, 25 -44.
Research questions might include :
What are the stand alone salient image characteristics of the Mercedes brand?
What are the salient image characteristics of the Mercedes brand compared to BMW?
Would BMW drivers consider buying a Mercedes?
Why? Why not?
What do BMW drivers think about Mercedes’ investment in F1? (positive/negative perceptions).
Is the new A class look as exclusive as other mercedes models?
Methodology:
Qualitative, exploratory research among BMW drivers. Mix of short questionnaire (30 – 60 interviews?) and mini depth interviews( 6 -8).
Conducted at or near BMW showroom or public car park or internet.
Literature Review
Would focus on branding, the Mercedes & BMW brands; concept of positioning/repositioning.
Chapter 1
In addition to all the usual Ch. 1 content, would present statistics of BMW’s and Mercedes’ market shares. Alternatively, these stats could be appended.
Background
The success of brands such as Audi and BMW is attributed to their sporty image which appeals to car
buyers in the 25 – 44 age group compared to Mercedes which traditionally has appealed to men aged 45+.
To fend off rivals such as Audi and BMW Mercedes has done two things: launched the A class and sport
versions of the C and invested heavily in Formula 1 motor sport.
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