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    Consumer and Industrial Buying Behavior

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    Jeel
    This document provides a summary of Mercedes-Benz and Urban Company, including their histories, marketing strategies, target customers, and value propositions. Mercedes-Benz was founded in 1926 in Germany and is known for luxury vehicles. Urban Company was founded in 2014 in India and provides home services. Both companies focus on quality, convenience and status. Mercedes targets high-income customers interested in performance and technology, while Urban Company aims for mass appeal with affordable, reliable services.

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    Consumer and Industrial Buying Behavior

    Uploaded by

    Jeel
    44 views20 pages
    This document provides a summary of Mercedes-Benz and Urban Company, including their histories, marketing strategies, target customers, and value propositions. Mercedes-Benz was founded in 1926 in Germany and is known for luxury vehicles. Urban Company was founded in 2014 in India and provides home services. Both companies focus on quality, convenience and status. Mercedes targets high-income customers interested in performance and technology, while Urban Company aims for mass appeal with affordable, reliable services.

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    This document provides a summary of Mercedes-Benz and Urban Company, including their histories, marketing strategies, target customers, and value propositions. Mercedes-Benz was founded in 1926 in Germany and is known for luxury vehicles. Urban Company was founded in 2014 in India and provides home services. Both companies focus on quality, convenience and status. Mercedes targets high-income customers interested in performance and technology, while Urban Company aims for mass appeal with affordable, reliable services.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    44 views20 pages

    Consumer and Industrial Buying Behavior

    Uploaded by

    Jeel
    This document provides a summary of Mercedes-Benz and Urban Company, including their histories, marketing strategies, target customers, and value propositions. Mercedes-Benz was founded in 1926 in Germany and is known for luxury vehicles. Urban Company was founded in 2014 in India and provides home services. Both companies focus on quality, convenience and status. Mercedes targets high-income customers interested in performance and technology, while Urban Company aims for mass appeal with affordable, reliable services.

    Copyright:

    © All Rights Reserved
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    Flag for inappropriate content
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    of 20

    Consumer and Industrial

    Buying Behavior
    Presented by:
    Siddesh Dighe – 07
    Aditya Kadu – 17
    Shubham Narkar – 27
    Mayur Sangale – 37
    Sufiyan Sayyed – 47
    Rahul Ranjan – 57
    TABLE OF CONTENTS
    01 History of Product and Service

    02 Different Service Type/ Category the product falls into

    03
    01
    Marketing Strategy of Product
    What perceived risks are considered by consumer for purchasing
    04
    the product

    05 03
    STP of the Product 04
    06 Identifying the needs Trio and Hierarchical Value Mapping
    01
    History of Mercedes-Benz
    “The Best or Nothing”
    Founded : 28th June, 1926; 96 years ago
    Headquarters: Stuttgart, Germany
    Production Output: 21,64,187 cars worldwide (2020)
    Subsidiaries: Mercedes- AMG

    Mercedes- Benz Slogan

    The creator of Mercedes- Benz

    What was the first Mercedes ever created?


    01
    History of Urban Company
    Your Service Expert
    Founded : November, 2014
    Headquarters: Gurugram, India
    Founded by: Abhiraj Singh Bhal, Raghav Chandra, Varun Khaitan

    Brand’s Main Motive

    Services the platform provides

    Expansion of the business


    02
    Different Service Type/
    Category the product falls
    into
    HISTORY STUDIES

    Mercedes- Benz

    Urban Company
    03
    Marketing Strategy of
    Mercedes- Benz
    HISTORY STUDIES
    WORLD WAR II SIDES
    Unique way to show their features

    Not Directly Flaunting


    04
    Perceived risks consumer
    considers while purchasing the
    product
    Financial RiskWORLD WAR
    II VICTIMS
    Time Risk

    Decision Risk

    Facility Risk
    05
    STP of Mercedes- Benz
    STAGES OF WORLD WAR II

    STP

    Segmentation Targeting Positioning


    06

    Identifying the Needs Trio and


    Hierarchical Value Mapping
    STAGES OF WORLD WAR II

    McClelland’s Need Theory

    Need for
    Need for Affiliation Need for Power
    Achievement

    Dream Car Brand Loyalty Social Status

    Performance
    Hierarchical Value Mapping of Mercedes-
    STAGES OF WORLD WAR Benz II

    Social
    Value Comfort Safety Efficiency
    Status

    Consequence Product
    s Convenience Speed Technology
    Differentiation

    Premium Plush High performance Sleek Anti-lock


    Attributes
    Pricing Carpeting engine Styling braking sys.
    Hierarchical Value Mapping of Urban
    STAGES OF WORLDCompany WAR II

    Customer Social
    Value Efficiency
    Satisfaction Status

    Consequence Cost
    s Convenience Easy to use Time saving
    reduction

    Various Top Tier Good User At home Variety of


    Attributes
    offers Service Interface service services
    6
    Thank You
    We are open to questions!

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