MARKETING PLAN OF

MERCEDES-BENZ VIETNAM

C-CLASS MODEL

Ho Chi Minh City University of Economics and Finance Teacher: Nguyen Thien Hung
 NAME
MEMBERS OF
GROUP Doan Huyen Trang Nguyen Ngoc Binh An

Do Mai Tri Nhan Le Phuong Anh

Tran Minh Nhat Hoang Thi Hai Yen

Ho Chi Minh City University of Economics and Finance Teacher: Nguyen Thien Hung
 OVERVIEW OF
MERCEDES-BENZ VIETNAM
HISTORY
Mercedes-Benz Vietnam, founded in
1995, is a subsidiary of Daimler AG
Group - Germany, specializing in the
production of passenger cars and
commercial vehicles. Mercedes-Benz
Vietnam released the first high-end
model built in Vietnam, the E230, to the
Vietnamese market in 1996. (W210).
The C-Class, GLK/GLC, and S-Class are
among the several Mercedes-Benz
passenger and commercial cars built in
Vietnam. Mercedes-Benz Vietnam is
the first non-German automobile
assembly plant to successfully
assemble the GLK and S-Class lines.
Mercedes-Benz Vietnam has delivered
over 40,000 luxury vehicles to
consumers over the last 25 years,
including 10,000 luxury SUVs of the
best-selling model, the GLC. Mercedes-
Benz began to broaden its product
offering with imported CBU goods in
2008. To better serve clients, the retail
agent system has grown year by year,
from one sales center in 1997 to 16 sales
and service centers around the country
at the present moment. Mercedes-Benz
Vietnam is committed to continue its
long-term investment and development
in Vietnam with its Spare Parts
Distribution Center and Pre-Delivery
Testing and Finishing Center, as well as
implementing a new worldwide dealer
standard. most MAR 2020
 MR. BRAD KELLY

GENERAL DIRECTOR OF
MERCEDES-BENZ VIETNAM
THE FIRST MERCEDES
CAR IN VIETNAM
The first Mercedes car in Vietnam was launched
on September 12, 1996, is an E-Class with code
W210 assembled in our country (HCMC).
STRATEGIC OBJECTIVES

MISSION & VISION

PROCESS

MISSION
“First Move The World”, which can be understood as
the motivation, is the meaning of everything we do.
“First Move The World” is a push to achieve more, go
beyond the immediate goals. That bravery is the
lifeblood of the brand, or as we call it – the AND of
the brand.
VISION
“Pioneer to change the world” means pursuit rather
than immediate conquest. Pioneering spirit is an
essential branch of Mercedes-Benz DNA, an
important guiding element in a comprehensive and
sustainable Mercedes-Benz development business
plan, as well as a foundation for strategic decisions. .
Specifically, the Ambition 2039 strategy has been set
out towards the goal of a long-term transition to a
green production model with energy supply from
CO2 neutral. Not only that, Ambition 2039 also
represents the long-term cooperation and
development of automatic driving technology
between Mercedes-Benz Group AG and BMW Group.
PROCESS CUSTOMER

CUSTOMER CUSTOMER CUSTOMER CUSTOMER CUSTOMER

BASED TEAM BASED TEAM BASED TEAM BASED TEAM BASED TEAM

SALES FINANCE HR & ADMIN MARKETING PRODUCT PROFESSIONAL QUALITY/ SYSTEM

SERVICE ASSURANCE OPERATISE

SUPPORT

CFO COO VP OPERATISE

CEO
PROCESS
MERCEDES PRODUCTION &
ASSEMBLY PROCESS IN HCMC

Mercedes-Benz is proud to say that they are the

place to assemble the best models through
rigorous technical processes. Because the industry
is not advanced, currently in Vietnam, there are
only assembly plants, not automobile factories.
PROCESS

Mercedes-Benz Vietnam's factory is located at

Quang Trung Street, Go Vap District, Ho Chi Minh
City. HCM. With an area of ​105,000 m2, the factory
has a capacity of 4,000 vehicles per year.
 MARKET SHARE MARKET TRENDS
MARKET SHARE MARKET TRENDS

MARKET

MARKET DEMAND MARKET GROWTH

MARKET DEMAND MARKET GROWTH
 Others
12.5%
MARKET SHARE
Audi
Super luxury brand, Bentley in 4.8%
2021 will be present with 33
units, Rolls Royce has 5 units,
Lincoln has 14 units, Cadilac
Volvo
has 9 units...
8.9% Mercedes
46.3%
Luxury car models priced from
VND 1.5-3.2 billion have the
best sales. Those are
Mercedes' C-Class, E-Class and
GLC lines; Lexus' ES 250, NX BMW
300 and RX 300; 3 series, 5 9.8%
series, BMW X3; Volvo's XC 60;
Audi's A4, A6

Lexus
17.7%
MARKET TRENDS
Mitsubishi focus on investing in the SUV/Crossover
segment after discontinuing the Lancer sedan.

Ford shows its enthusiasm when it aims to have 13

SUV/Crossover models by 2020.

Rolls-Royce is developing an SUV to compete with

the Bentley Bentayga.

BMW confirmed the production of the X7.

 GOVERNMENT'S
PREFERENTIAL
POLICY
MARKET TRENDS Extended for the payable excise tax
incurred in the tax period of June,
July, August and September 2022
0% interest rate.

ELECTRIC VEHICLE
(EV)
The global electric vehicle market begins
to "boom". more than 300 electric vehicle
models in china policy and commitment of
many countries around the world
(including Vietnam).
50

40 +30040
User/day

30
MARKET GROWTH
20
+13856
9,500 luxury cars, accounting for 3% of the
User/day market. car segment with 9 seats or less.
Consumption of luxury cars in 2021 is
10 estimated to decrease by about 500 vehicles
compared to 2020.

0
9/2019 1/2020 12/2020 1/2021

TRAFIC GROWTH CHART

 MARKET DEMAND
11% year-on-year in 2023.

385,000 units in 2023, 14% higher than

337,000 units in 2019.

Compared with the auto market's

average growth rate of 16% over the past
five years.

Struggling because of the chip storm.

The supply chain is in crisis.
The Net Zero pressure caused by COP26.
SITUATION PERCEPTUAL MAP
ANALYSIS TARGET MARKET

POSITIONING
 LUXURY
MERCEDES

PORSCHE

LEXUS

PERCEPTUAL BMW

MAP
AUDI

LOW QUALITY HIGH QUALITY

TOYOTA

MAZDA

HONDA

HUYNDAI

VINFAST
AFFORDABLE
TARGET MARKET
TARGET MARKET
POSITIONING

COMPETITIVE FRAMEWORK
DIRECT COMPETITOR
 MARKETING OBJECTIVE
Specific
The advertising project goal will be built follows the S.M.A.R.T

Mesurable

Raise brand awareness to 85-95% by the end of 2022

Achievable
Raise awareness of 2 new product lines (EQS & EQB)

Create a push for the company in the electric vehicle market

Relevant

Create the trigger among target audience to actually buy the

Time - products Raise the market share to 81% by the end of
Bound 2022 and 83% by the end of 2023.
 Push sale for the product lines (highlight on EQS & EQB). Increase
sales growth of Mercedes Benz Vietnam at the end of 2022 to 6577
(7.33%) and at the end of 2023 to 7,248 (10.2%).

Help to grow the luxury car market by 6% (8119 units) by the end
of 2022 and 14% (8732 Units) by the end of 2023 to expand
Mercedes's target market Create more target customers.

According to experts, the proportion of rich people will still

increase in 2022 and 2023. Therefore, a strong advertising campaign
during this period is extremely necessary.
COMPETITORS
ANALYSIS
 COMPETITORS INFORMATION

Engine: 2.0L.

Gear-box: S tronic 7 speed Distributed showrooms

automatic transmission. mainly in 3 provinces: Ho
From 1,7 billion
Chi Minh City, Ha Noi, and
AUDI A4 VND.
Dimensions: 4,726 x 2,022 x 1,427 Da Nang.
(ADVANCED & S LINE) (mm) (width including rearview
mirror), wheelbase 2,820 mm.
 COMPETITORS INFORMATION

Engine: 2.0L
Distributed showrooms
TwinPower Turbo.
mainly in the North and
From 1,9 billion South, which are Hanoi
Gear-box: Steptronic 8 speed
to 2,5 billion and Ho Chi Minh City. In
automatic transmission.
VND. the central region, there is
BMW 3 SERIES
only one showroom to
Dimensions: Baseline length is
introduce the company's
2,810mm, 4,624 x 2,032 x 1,429
products.
(mm)
 COMPETITORS INFORMATION

Engine: 2.0L.

Gear-box: Jaguar Sequential Shift 8

About 2 billion The first and only genuine
speed automatic transmission.
VND. showroom in Hanoi
JAGUAR XE
Dimensions: 4,726 x 2,022 x 1,427
(mm) (width including rearview
mirror), wheelbase 2,820 mm.
 COMPETITIVE FRAMEWORK

FUTURE GOAL STRENGTHS

Create more options for customers.
Become a trusted source in the electric vehicle
market.
Audi’s automobiles are noted for their exquisite
design, sophisticated and luxurious appearance,
and elegance.
The brand commercials always strike the target of
their message.

CURRENT STRATEGY WEAKNESSES

A brand is a promise, and Audi clearly embodies

the word “trust”. The company is known for Lack of product variety.
being one of the safest cars on the road, and it
has the style, technology, and safety to be one of The expansion of showrooms is limited (expensive
the best. space costs).
Limit the production of low-end cars and focus
on producing high-end cars. High maintenance cost.
 COMPETITIVE FRAMEWORK

FUTURE GOAL STRENGTHS

BMW brand is the third most valuable automotive

brand in the world, worth US$41.5 billion.
BMW’s continuous process development and
Become an industry leader in autonomous and
innovation has helped it stand out in the industry.
connected technology.
The company has been regarded as a luxury brand
in the automobile industry through its creative
promotional strategies.

CURRENT STRATEGY WEAKNESSES

The company’s strategy plan “Strategy Number

One” emphasizes that BMW should concentrate on
Limited Market Size.
premium mobility, which is further divided into 3
goals:
The debt level of the company is more than euro 50
E-mobility
billion due to large investments in automated
Autonomous driving
driving and electric vehicles.
Mobility services
 COMPETITIVE FRAMEWORK
FUTURE GOAL
Through “Reimagine strategy”, Jaguar will
abandon internal combustion engines by 2025.
Jaguar committed to reducing greenhouse gas
emissions by 46% in its own operations and by
54% per car across its value chain by 2030 and it
wants to become a net zero carbon company by
2039.
CURRENT STRATEGY
Jaguar Land Rover has announced a new ‘Open
Innovation’ strategy to accelerate next-generation
technology and sustainability.
STRENGTHS
The company is taking advantage of online
marketing and marketing its products through
Google Ads, Instagram, Facebook, and other social
media and online platforms.
Jaguar has a well-trained and motivated workforce.
WEAKNESSES
As compared to the competitor’s Jaguar has less
range of cars and in order to attract prospective
buyers.
High-cost maintenance to fix.
SWOT SWOT SWOT SWOT SWOT
STRENGTHS WEAKNESSES

SWOT SWOT
Leader in Innovation SWOTExpensive car SWOT SWOT
prices and high maintenance costs
High brand value Impeded distribution
High brand recognition Lack highly qualified human resources

OPPOTUNITIES THREATS
SWOT SWOT SWOT SWOT SWOT
Increasing demand for premium vehicles Fluctuations in Fuel Prices
Technological advancements Fierce Competitions
Research and Development with E-commerce Government regulations

SWOT SWOT SWOT SWOT SWOT

MARKETING MIX
PRODUCT
After a decade of memorable success of the Mercedes-
Benz 190. Entering 1993, the 3-pointed star brand decided
to launch the C-Class project based on the core platform
from the 190.

May 1993: the first C-Class was introduced to the public.

Bearing the code W202, the car does not have too many
changes in size and shape compared to the Mercedes 190.

From this product line, Mercedes has developed a series of

sub-branches of the C-Class with its own characteristics
such as CL (Coupe Leicht) – a 2-door car, or CLA (from April
2013), CLC (C series). sport), CLK (C is Coupé, L is Leicht –
light, K is Kurz – small, compact) – understood as a
shortened, compact version.

The C-Class has gone through 4 generations and each generation has
achieved proud successes.
1st generation (W202) from 1993 to 2000
2nd generation (W203) from 2000 - 2007
3rd generation (W204) from 2007 - 2014
4th generation (W205) from 2014 – present
PRICE
On April 26, 2022, Mercedes-Benz Vietnam has just Compare the prices of the Mercedes C-Class
launched 4 versions of the completely new C-Class 2022 versions:
line with the most modern designs and
technologies. PRICE LIST MERCEDES- RECOMMENDED RETAIL
BENZ C-CLASS PRICE

Mercedes C 200
1.669.000.000
Avantgarde

Mercedes C 200
1.789.000.000
Avantgarde Plus

Mercedes C 300 AMG 2.089.000.000

Mercedes C 300 AMG

2.399.000.000
1st Edittion
 PLACE

Through channel 1 (Authorization for

official distribution agents and vehicle
repair and warranty), website, exclusive
distribution.

16 agents in all country

TEST DRIVE INFLUENCER

PROMOTION
Advertising, PR through local and national press
channels, the Internet (leaflet, publications
commonly found on airplanes, resorts, resorts to
Poster reach potential customers, banners in
showrooms, routes)
Organize events and exhibitions that attract the
attention of the masses
Modern direct marketing (website, Facebook,

Showroom
Insta, Youtube, LinkedIn ...)
Traditional direct marketing (showroom)
Online Marketing
IMPLEMENT A
STRATEGY
MARKETING
Marketing budget and
specific strategy in Vietnam
 MARKETING BUDGET

Embrace customers Grow recurrent revenues

75% 25% +20% 80% 1 bn

Physical retail Direct sales Data-driven Service & parts Digital services
connection business business
Luxury experience, Significant Personalized Still significant profit OTA
greater concentration acceleration relationships growth ahead upgrades
 CAR TEST
450 customers and partners of Mercedes-Benz Vietnam to experience realistically the desirable models
of the Three-pointed Star brand through various exercises.

AMG GLA 45 S 4Mtic+.

Mỹ Đình, Hà Nội

"One Man, One Engine”

MBDF 2022 brings nearly 40

cars from 14 different models, AMG A 35 AMG GLB 35 4 Matic

corresponding to a value of
more than 102 billion VND for
customers
4 CHALLENGES OFFERED IN THIS PROGRAM
Auto Gymkhana Drift

Rally Experience Circuit Race

 EVENT AND EXHIBITIONS

Important direction of Mercedes-Benz in 4 versions C-Class and 6 strategic car

affirming the image of the luxury car brand lines and announced an attractive
with a large market share product range
INFLUENCER
The event also featured many special guests in
the creative and artistic fields such as creative
director Dzung Yoko, young singer Wren Evans,
VJ Dustin Phuc Nguyen, fashionista Nguyen
Dang Khanh Linh, and sister Trendy. or fashion
icon Stu Vu Quynh Tram
CHECK
MARKETING ACTIVITIES
BASED ON THE AVAILABLE DATA FROM PREVIOUS YEARS, WE
COME UP WITH MARKETING PLANS FOR THE FUTURE

Strengthening advertising and labor costs to be able to push the

remaining goods in the warehouse as quickly as possible, thereby
stabilizing the net cost of the business.
Reduce the production of goods to prepare for a potential new
pandemic.
Purchasing old products for recycling thereby reducing cost of goods
sold to increase incentives for customers.
Take advantage of the communication network to help products
reach more customers as well as penetrate more new markets.
 THE END

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