To achieve a certain target in terms of number of 'test-drive' enquiries. These test-drive enquiries were to be received by the enterprise marketing team at the Mercedes Benz India offices and to be subsequently assigned to various dealerships across the country.
To revamp the Mercedes Benz India website and make its UI/UX relevant to its Indian target audience. Additionally MAK suggested a niche social media campaign and forecasted a certain target that would be achieved through various parameters. MAK also devised a strategy to develop a common platform for consistent marketing communication that the dealerships could use for their digital & online marketing communication, while following the guidelines of enterprise level corporate communication. This was implemented through a technologically advanced web and mobile app.
Website design, development and maintenance, social media, tech applications such as geo fencing, re-marketing, web & mobile app development and an extensive suite of custom services for over 5 years.
Mercedes Benz regained and sustained it's leadership position in terms of sales, while bringing about a drastic reduction in its marketing costs.
MAK was awarded consecutive 3year long assignments, twice, by not just Mercedes Benz India but also by Mercedes Benz Financial, their internal marketing communication team and the Mercedes' Dealer Development team.
Today, MAK is credited with developing high-tech applications for Mercedes Benz Dealership Incentive Programs and has successfully delivered strategy and creative communication across almost every department of Mercedes Benz through various media.
The products gets bought if and when potential users get to see and feel the laminate as well as understand the USPs of 'Asian' laminates over several other brands which are available.
Perception management through communication of USPs . Branding through marketing communication tools as well as brand coaching.
Internal branding and ongoing brand consultancy in order to achieve sales objectives on a consistent basis.
Research upon gathering data through research, MAK inferred that users of the laminate, that is buyers were influenced by 2 key influencers :
1. Disorganized market influencers, that is carpenters
2. Interior designers
Brand consultancy, brand designing and brand coaching were identified as the first 3 steps through which the solution was to be rolled out.
Brand consultancy included post research, USP identification with the aim of mapping those USPs of the brand which would be in demand from the largest section of potential buyers and influencers.
Also, differentiation factors were identified with the objective of the brand being made to occupy a virgin positioning in the perceptual mind space of the target audience. Thereafter, the marketing communication collateral was designed and this included internal brand communication paraphernalia, a brand guideline manual, a website, a look and feel brochure with a major difference and of course brand coaching sessions were conducted.
As a reputed brand consulting firm, we ensured all stake holders of the brand were coached and mentored about the brand using presentations, brochures, website and other proprietary tools.
Asian Prelam as a brand, started getting asked for by it's primary target audience, that is home and office owners who were redecorating their interiors.
Not only interior decorators but also carpenters as influencers were so convinced about the benefits of buying an Asian Prelam branded laminate that production actually had to be increased to cater to demand.
Most importantly, the brand still occupies top of the mind space and recall for repeat buys.
Several more brand consulting retainership contracts awarded to MAK by way of referrals.