Desired Brands: Mercedes, BMW, Audi</TITLE

Brands Of Desire Dream your Desire, Desire your Dream

No. of people owning luxury car 52% 48% 16% 25% 38% 21%

About Mercedes-Benz ,[object Object],[object Object],[object Object],[object Object]

Story of 3-Star ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],

[object Object],[object Object],[object Object],[object Object],About BMW

Symbolizes ,[object Object],[object Object]

About Audi ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

Brand preference in percentage 14% 69% 3%

Car Sales and Revenue in India 2009 Brand Unit sales in 09 Sales in Rs Crore BMW 2738 8214 Mercedes 2640 7920 Audi 1449 4347

Meaning ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Identity of Mercedes

Identity Of BMW ,[object Object],[object Object],[object Object],[object Object]

Identity of Audi ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mercedes Benz Drivers Desire

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BMW Empowers Me BMW drivers have ‘more to prove’, are less open to change, and more competitive.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AUDI DRIVER IMAGERY Audi is more likely to be successful through passion, cool and socially Inspirational

Do these brands act as status symbol? 24%

How far you think the price is matched with brand value 28% 46%

Meaning ,[object Object],[object Object],[object Object],[object Object]

Mercedes Position Board ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BMW Brand Board ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ultimate Performance but lacks emotion

Audi Brand Board ,[object Object],[object Object],[object Object],[object Object],[object Object],Innovative design, contemporary, desired .

BRAND SUMMARY INNOVATIVE DESIGN ULTIMATE PERFORMANCE CLASSIC PRESTIGE Sporty and stylish driving experience Technology and Performance Sophisticated driving experience Design is hero Car is hero Badge is hero

AUDI LOOKS STATUS * AUDI A8 *BMW – 7 SERIES *MERCEDES S CLASS

*AUDI Q7 *BMW X3 *MERCEDES M CLASS ENGINEERING FUEL EFFIENCY

*AUDI A6 *BMW 5 SERIES *MERCEDES E CLASS FEATURES SAFETY & COMFORT

PRICE RESALE *AUDI A4 *BMW 3 SERIES *MERCEDES C CLASS

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Desired Brands: Mercedes, BMW, Audi</TITLE

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