As I said in my last post, my team decided to complete the 4 Cs analysis (company, consumer, competition, context) as the first step in our campaign. The brand is extremely important to Mercede's business model and is the main reason people want to purchase their cars. They are ranked within the top 10 interbrand brands meaning their brand has an extremely high value. Another extremely important section is the consumer. In order to get more people to purchase the affordable segment, which is one of the main objectives of the campaign, we must determine a target market. Our team has been working together to determine this target market based on research on Mercedes' brand.
I had been tasked with doing consumer research for my team so I looked at the Mosaic segments. I had found four segments that I thought were a good match for our campaign goals based on their descriptions. The characteristics of two segments in particular seemed to make the most sense, so our team decided to pick these as our target market. However, when Dr. Spotts ran a report on Simmons for us crossing the mosaic segments with the states of Massachusetts, Connecticut, Vermont, and New Hampshire (the geographic market for Mercedes Springfield), we determined that these two segments alone did not have enough people to make up our target market. This put us back to the drawing board so we decided to take the two other segments we had initially decided to throw out, the two we thought made the most sense (which were from the same letter family) and the entire letter family of the two we thought made the most sense. Some of those in this family were not a perfect fit for our campaign, but since they are in the same family that means they are generally similar and share some characteristics. For this reason, we decided to look into them more. In order to determine which of these groups make the most sense for our campaign, we are going to use data from Simmons. We are first doing a quick report for each segment to learn demographics about the group, especially pertaining to their income. If they do not make enough money to afford one of Mercedes' affordable segment cars, then it would not make sense to include them in our target market. Next we decided to use the segments that Dr. Spotts provided us in kodiak (automotive segments, tipping points segments, vantage score segments, web data integration, tv behavior graphics). We wanted to cross all the Mosaic segments with the segments individually to see if the people in the segments we selected had characteristics that matched with current Mercedes users and the Mercedes brand. I believe the automotive segmentation will help us determine the target market and the other segmentations will help us determine which media channels we should be using once we get that target market. I also think that the vantage score segments may help us determine if a group of consumers will be able to afford a Mercedes' car since this deals with credit score. However, we must first wait to hear back from Mercedes on if a consumer's credit score actually affects a consumer's ability to get buy a car (Dr. Spotts has asked Michelle). The tipping point segmentation deals with influencers, the web data integration segments deals with websites that consumers visit, and tv behavior graphics segments deals with consumers television viewing habits. All of these segments will help us determine how and where consumers consume media and get their information concerning brands, which in turn will help us determine which channels to use. Before we can do this we needed to determine which groups within each of the different segmentations made the most sense for Mercedes/ Mercedes users. I picked out the automotive segments' groups that I believe are most likely to fit with Mercedes' brand. After this, the next step will be to use Simmons to cross current Mercedes owners with the segmentations. This will help us determine the type of people that buy Mercedes, which we can then use to help us determine our target market for the campaign.
AutoMotives Segment Sheet
Based on the descriptions alone, I believe that the following two groups would make the most sense for Mercedes users
I had been tasked with doing consumer research for my team so I looked at the Mosaic segments. I had found four segments that I thought were a good match for our campaign goals based on their descriptions. The characteristics of two segments in particular seemed to make the most sense, so our team decided to pick these as our target market. However, when Dr. Spotts ran a report on Simmons for us crossing the mosaic segments with the states of Massachusetts, Connecticut, Vermont, and New Hampshire (the geographic market for Mercedes Springfield), we determined that these two segments alone did not have enough people to make up our target market. This put us back to the drawing board so we decided to take the two other segments we had initially decided to throw out, the two we thought made the most sense (which were from the same letter family) and the entire letter family of the two we thought made the most sense. Some of those in this family were not a perfect fit for our campaign, but since they are in the same family that means they are generally similar and share some characteristics. For this reason, we decided to look into them more. In order to determine which of these groups make the most sense for our campaign, we are going to use data from Simmons. We are first doing a quick report for each segment to learn demographics about the group, especially pertaining to their income. If they do not make enough money to afford one of Mercedes' affordable segment cars, then it would not make sense to include them in our target market. Next we decided to use the segments that Dr. Spotts provided us in kodiak (automotive segments, tipping points segments, vantage score segments, web data integration, tv behavior graphics). We wanted to cross all the Mosaic segments with the segments individually to see if the people in the segments we selected had characteristics that matched with current Mercedes users and the Mercedes brand. I believe the automotive segmentation will help us determine the target market and the other segmentations will help us determine which media channels we should be using once we get that target market. I also think that the vantage score segments may help us determine if a group of consumers will be able to afford a Mercedes' car since this deals with credit score. However, we must first wait to hear back from Mercedes on if a consumer's credit score actually affects a consumer's ability to get buy a car (Dr. Spotts has asked Michelle). The tipping point segmentation deals with influencers, the web data integration segments deals with websites that consumers visit, and tv behavior graphics segments deals with consumers television viewing habits. All of these segments will help us determine how and where consumers consume media and get their information concerning brands, which in turn will help us determine which channels to use. Before we can do this we needed to determine which groups within each of the different segmentations made the most sense for Mercedes/ Mercedes users. I picked out the automotive segments' groups that I believe are most likely to fit with Mercedes' brand. After this, the next step will be to use Simmons to cross current Mercedes owners with the segmentations. This will help us determine the type of people that buy Mercedes, which we can then use to help us determine our target market for the campaign.
AutoMotives Segment Sheet
Based on the descriptions alone, I believe that the following two groups would make the most sense for Mercedes users
- Boulevards: Like new cars with luxury features and all the bells and whistles. They get enjoyment from driving, love their American-made vehicles, and take pride in their car, seeing it as a reflection of their lifestyle and their image.
- The only issue with this is that it says they love American-made vehicles specifically (Mercedes is European made)
- City Streets: This group likes to change cars frequently; their vehicle is part of their identity. They choose their vehicle for its status and image, rather than any practical qualities or performance. They also use their car for both work and pleasure.
When I ran the Simmons report for this, I saw that, as expected, city streets were the highest percentage of Mercedes users. However, I was surprised to see that the second highest percentage was Rough Terrains. It make sense that they know about auto technology because Mercedes is so well know for its advances in auto technology and in fact, their S-class car is the industry standard for auto technology. I was surprised to see that these users are less concerned for safety since Mercedes is also very well know for their safety features. This will be helpful knowledge to know when looking for our target market for our campaign.
-
Rough Terrains: Love speed and performance and are less concerned with safety
features. They know about the latest advances in auto technology and are exuberant
about power. They tend to favor SUVs, which match their active lifestyles.
Comments
Post a Comment