Re-Engineering Mercedes Benz

Paper Summary:

In the 1980s the company Mercedes Benz was able to market its luxury cars to the public. However, the paper points out the difficulties the company faced later trying to sell a product with such a narrow client-base. The writer gives the background of the struggles of this company and the new marketing strategy that has begun to take shape.

From the Paper:

"Every year, Mercedes Benz spends millions of dollars sponsoring sporting events and advertising to sports fans. They use a service provided by ESPN that makes sports market research information accessible over the Internet to help determine target market segments and adapt sports sponsorship strategy to the changing marketplace ensuring high-impact sports marketing programs. ESPN/Chilton provides a data warehousing product, Sports Poll Interactive, to give highly detailed answers to the most pressing market demographic questions. An example would be the ability to use this secondary data to explore the market of young, outdoor enthusiasts who participate in different types of sports than those currently sponsored, in conjunction with marketing the new M-class sport utility vehicles and 4-wheel drive options on sedans."

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