Strategy Advertising brief – Mercedes Plug-in Hybrid Car
Order Description
Coursework brief
You are the Marketing Communications Director of the following brands. You need to fully brief your new advertising & communications agency about your brand, and what you require them to do. This brief forms the first stage of the creative development process.
Mercedes Plug-in Hybrid Car
Mercedes will be launching a range of petrol-electric plug-in hybrid cars by 2017, with the aim of creating a ‘line-up’ of low emissions cars. This is in response to increasingly stringent emissions targets set by governments round the world, but in particular in EU and UK. The company aims to reduce its average CO2 emissions across its range of cars from the current figure of 134g/km to just 99g/km by 2020. It will do this primarily by using its plug-in Modular Hybrid Technology, which combines together an electric motor in the car’s gearbox, the batteries in the boot, and a petrol engine under the bonnet.
One of the first models to use this hybrid technology will be the C-class Mercedes, which is one of the company’s biggest sellers; the combination of the electric motor, batteries and a four-cylinder petrol engine is likely to produce CO2 emissions of less than 50g/km, one of the lowest figures for the entire range.
The challenge for Mercedes is to sell the ‘green’ credentials of this car to its key target audience – middle-aged men (35-50 yrs) who typically use their car for business purposes, and hence do high mileage per year around the UK. Such cars are typically company cars. The other challenge is to overcome the ‘hassle factor’ of plugging in the car to an electricity supply charging point and the fears that many drivers have over running out of power, and being unable to reach a re-charging point. The UK government has increased the number of re-charging points, especially in urban areas to allay these fears, but the doubts remain.
1. Critically analyse & evaluate a market based on current advertising information.
2. Develop a detailed strategic brief, based on SMART objectives to enable a comms agency to develop a strategic advertising brief.
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