台灣賓士股份有限公司

官方網站:http://www.mercedes-benz.com.tw/

企業簡介

台灣賓士股份有限公司(Mercedes-Benz Taiwan Ltd.),是汽車業巨擘戴姆勒集團(DaimlerAG)在台之子公司,在台業務範圍包括 Mercedes-Benz、Maybach 及 smart 品牌之銷售及售後服務,另有商用車,以及財務資融等相關業務。在台員工約 220 人及36 個經銷據點,竭誠為客戶提供最高品質的專業服務。更於 2011 年獲得德國專業認證機構 TÜV 頒發 VDA 6.2 證書,成為亞洲首家獲得此項認證的汽車公司,肯定台灣賓士車主享受的服務符合全球標準,與高級進口車品牌定位一致,更為國內汽車產業樹立了全新的服務標竿。

我們去年剛慶祝完賓士 125 週年,如果回溯到 1886 年,沒有人會想到往後的125年,賓士對現代汽車發展史的重大影響。因為我們的兩位創辦人,戴姆勒先生以及賓士先生對於未來世界的憧憬,發明了世界上第一台車,成為人類生活不可或缺的工具。這 125 年來,我們一直秉持這樣的初衷,永不停止創新。

議題摘要

賓士品牌的優勢,表現在三個方面:第一、魅力(Fascination),我們追求”WOW”的策略,可以帶給我們的客戶驚喜,包括了產品設計、時尚風格或動感。第二、完美(Perfection),這是賓士品牌的核心價值,包括產品品質、舒適性,當然還包括安全,這也是我們的客戶最重視的。第三、責任(Responsibility),責任代表不僅是對環境永續經營的責任,推出更潔能的車款,像是我們的S 350 BlueEFFICIENCY L/ S 400 HYBRID L,同時也包括驅動創新的責任以及提供更好顧客服務的責任。以上,皆呼應了賓士品牌的宗旨:The best or nothing.

我們定義 2012 年為「Brand Opening」,目的是為了吸引更多年輕族群認同賓士品牌。請以品牌溝通的角度切入,擬定具體可行的整合行銷方案,活動形式不拘,協助我們延伸品牌認同至20~30 歲年輕族群,吸引更多年輕族群認同賓士品牌,且加深品牌年輕化的印象,而不牴觸賓士長久以來的品牌形象。

注意事項

我們建議您提供中英文計畫書,並以英文進行簡報,以期讓外籍主管參與企劃案評選,並體驗實際外商環境,且我們的外籍主管都很期待跟各位進一步討論計畫書內容,相信這會是一個很大的優勢。

2012 ATCC Topic

We just celebrated our 125 years anniversary last year. We believe that back in 1886, no one could possibly have imagined the successful development of the modern motor car over the following 125 years. Now we can hardly live in a world without cars. The invention of Mr. Daimler and Mr. Benz has changed the world for the better – and it will continue to do so. As the inventor of the automobile, we strive to be at the frontier of shaping future mobility. Ever since the first automobile invented by Mercedes-Benz in 1886, the company continued to bring trendsetting innovations to the world.

These are the three aspects of our brand values which are in line with our brand promise to our customers: The best or nothing.

1. Fascination: we always seek to bring the “Wow” to our customers. It’s through our product design, style or sportiness. Even in everything we do, whether through customer events or a delivery gift.

2. Perfection: This is the core essence of Mercedes in terms of quality, comfort and above all safety.

3. Responsibility: we will continue to re-invent the automobile for future. It’s not only being responsible for sustainability but also for continuing the passion for driving innovation. Responsibility also means delightful customer care.

We have set our theme for 2012 as the “Brand Opening” year. Our target is to increase our brand preference in the 20-30 year-old consumer group. Please propose an integrated marketing communication plan targeting at this consumer group to communicate our brand values and gain preference in line with our premium brand position.

Remarks

Both English and Chinese proposals and presentation conducted in English is highly recommended and preferred in order for you to interact with expatriate management and collect feedback. Thanks for your attention.