Mercedes-Benz India have revealed their strategy for the year 2014. The German premium car brand, after having shown great terrific grit in the year 2013, is committed to an even more aggressive Year 2014 with more product launches, and reaching out for excellence in all operational spheres. 2014 will be called the Mercedes ‘Year of Excellence’ and will build on the ‘Year of offensive’ that Year 2013 was.
As a part of its strategy, Mercedes will focus on creating new benchmarks for the Indian luxury car market. The company will focus on delivering excellence in through benchmark products, services, qualitative network and brand experiences. The term ‘Excellence’ as pointed out by the official release, will not just be limited to the company’s external customer touch points, but will apply to all the internal operations of the brand as well.
Here’s what Mercedes-Benz plans to do in the Year 2014, the Mercedes ‘Year of Excellence’ with regards its products, services, brand perception and customer experience
Product Strategy:
Mercedes-Benz India will be introducing 10 new products in 2014, all of which will be full-feature, loaded-to-the-gills products with no compromises. The company is against offering stripped down, low-cost versions of its new models in its coming year, staying true to its ‘premium manufacturer’ tag.
Strategy for Brand Perception and Experience:
In the Year 2014, Mercedes-Benz India will be announcing a series of initiatives like the “AMG Performance Tour” which will expose the discerning customers to the hi-performance brand. The company also plans to have a mega presence at the Auto Expo 2014 to announce its intents aloud.
Strategy for Sales:
For 2014, Mercedes-Benz India will capitalize on the advance made in the Year 2013 – the Year of Offensive, and will also launch a whole bunch of new initiatives for its customers. Not many details have been revealed about the new initiatives, but expect the buying experience to get even better the M-B showrooms.
Mercedes-Benz dealerships are already pretty well equipped as regards handling the premium car customer. The company uses technologies like iSales, and all the sales consultants at Mercedes-Benz India dealerships equipped with iPads with an advanced app, which communicates the various technologies featuring in a Merc.
Strategy for Customer Relationship Management (CRM)
Mercedes-Benz India has set up a dedicated telephone number for its customers to connect with and will be focusing in the areas of faster response time and speedy resolution of customer queries or any grievances.
Strategy for Centre of Excellence:
Mercedes-Benz India recently inaugurated the “Centre of Excellence” where discerning customers can personally fly down in their choppers and configure cars of their choice in the state-of-the-art facility in Pune and could also opt for a guided tour of the production facility.
Strategy in terms of Production:
Mercedes-Benz India’s production facility is one of the most advanced facilities within the Daimler family. Mercedes-Benz India will continue its investment in the facility and shall soon start local assembly of newer models, making the company ‘future ready.’
Strategy for CSR Initiatives:
Continuing ongoing corporate initiatives, Mercedes-Benz India as a responsible corporate citizen would be enhancing its CSR roadmap, thus bringing to India unique CSR initiatives in the context of “future mobility solutions.”
Eberhard Kern, Managing Director & CEO, Mercedes-Benz India said: “We have committed ourselves to making 2014 the ‘Year of Excellence’ as we feel that, as the most admired automotive brand in India, we need to set benchmarks in the Luxury segment. We are sure that our strategy shall eventually lead to better customer satisfaction and loyalty leading to our profitable growth in India.”
‘Year of Excellence’ encapsulates the endeavour to achieve excellence in the vital areas of business operations that include fascinating products, exciting brand experiences and retail programmes.