Global Marketing
The Rolls Royce marketing strategy promotes the sale and promotion of a trademark, one brand worldwide in compliance with a unified marketing policy, strategy and marketing tactics. The company’s divisions and representative offices are located in 39 countries around the world.
Consumer Behaviour
Consumers of Rolls Royce automobiles show a tendency to individualize. Therefore, Rolls-Royce has a Bespoke program that is aimed at fulfilling a variety of customer wishes for individualization. For example, the buyer can mark his car with some signs, initials, coats of arms and the like. Or they can use a special color palette, which has not yet been on any car.
Targeting
A typical Mercedes-Benz customer in Germany is a wealthy man (with a higher education, most likely the head and/or owner of the company) aged 30 to 65 years, married, with children, making high demands on living conditions: stability, constancy, comfort, the safety of himself and his family, etc. In fact, since the early 2000s, the typical American owner of a Mercedes is in many ways similar to the German owner of this brand.
Brand
From the very beginning, Rolls-Royce was positioned as the “best in the world”, the most reliable car. This was emphasized during advertising campaigns: no matter how much the buyer used the car, they would not be able to break it. Today, the Rolls-Royce brand is associated with wealth, prestige and elitism.
Services
The services provided by Rolls-Royce are aimed at making the client feel unique. They assemble machines for specific requests of specific customers, and the number of options when assembling them is almost unlimited.
Pricing
Mercedes’ pricing strategy is a strategy of prestigious prices. Since the company is focused on buyers with high income, large requests and sensitive responses to the prestige factor, customers will not buy cars at low prices. The strategy of prestigious prices provides for the sale of goods at high prices and is designed for market segments that pay special attention to the quality of the goods and the trademark.
Distribution
To date, official Rolls-Royce Motor Cars dealership centers are located in 39 countries around the world. In addition, there are Provenance Pre-Owned salons that sell used cars.
Advertising
The Mercedes company uses expensive, well-composed printed, outdoor, on-screen advertising at points of sale. They also often use three-dimensional art objects. The traditional version of the company’s strategy is based on 4 main factors: “Quality, Reliability, Functionality, and Excellence”. Traditionally, much attention is paid to working with the press. Sales representatives of dealers are periodically trained, and assistance is provided in modeling Internet resources.
Digital Marketing
The Mercedes carmaker, following its competitor Ford Motor Company, plans to reconsider its approach to marketing. The new strategy is to digitalize, focus on digital media and personalized communication with consumers. After the transformation, the owner of Mercedes-Benz sees himself as a leader in automotive marketing and a supplier of mobility.
Marketing Planning
Regarding marketing planning, the main principle that Mercedes Benz is guided by in its activities is to adapt to the local conditions of the country in which they work. Regarding the commodity policy, this principle is expressed in the fact that the company strives to develop the largest markets, building on the country’s territory the production of exactly those cars for which there is demand.