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.
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.
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.