mercedes brand study- goa- critique
DESCRIPTION
Post studying the brand imaging implementation in Goa by Mercedes, here are my views on the brand & possibly why it is suffering to the likes of Audi & BMW in Goa.TRANSCRIPT
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Critique-Goa Brand ImagingBy Floyd Tavares
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BULLSEYE ELEMENTS MAINLY GENERATED BASED ON MERCEDES WEBSITE
INTERESTING OBSERVATION: THEIR TAGLINE “THE BEST OR NOTHING” IS NOT DISPLAYED ANYWHERE ON THE WEBSITE
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INNOVATION
TREND SETTING/ENDURING STYLE/
CUTTING EDGE
PRESTIGE
SUPERIOR TECHNOLOGY
ALLOY WHEELS
SAFETY
VINTAGE
PREMIUM PRICING
STAR LOGOARROW SILVER & MIDNIGHT BLUE (COLOURS)
AMG MODEL
Formula 1 CAR
11 PRODUCT CATEGORIES
“THE BEST OR NOTHING”
“TRANSFORM THE ROAD”
SPORTSSCRATCH-RESISTANT, NANOTECHNOLOGY-BASED PAINT
HIGH AUTOMATION
ACCOMPLISHEDADRENALINE
PASSIONATE
FASCINATION TOWARDS
SPORTS/ ART/ENTERTAINMENT
POWERFUL
RACER
EXPERIENCE SEEKER
GLAMOUROUS
UNMISTAKABLYRECOGNISABLE
ENTHRALED
EMPOWERED
BELONGING TO THE HIGH
SOCEITY
HIGHLYRESPECTED
SUCCESSFUL
DYNAMIC
ELEGANT
LIVES LIFE IN THE FAST
LANE
LEADER
LUXURIOSLIFESTYLE
AMBITIOUSELITE
RICH
GREEN EFFICIENCYFEEL LIKE A STAR
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MERCEDES-BENZ GOA
The key highlights of our visit to the Mercedes showroom in Goa are• The “3 point star” is the focal point of its
communication• Optimum BUT NOT innovative use of space to
display its range of cars • The inventive use of focal depth & unfocussed
images did not provide the right impact as• The showroom is too small• Almost all cars displayed were ‘white’ in colour
• Showroom did not represent cutting edge design compared to other Mercedes showrooms around the world
• The exterior of the showroom is very injurious to the brand image
• The colour contrasts of the wall signage's were not in sync to the design
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JUSTIFICATIONThe good, bad & the
ugly
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As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.
THE GOOD
MERCEDES GOA HAS RIGHTLY ADHERED TO THIS
RULE
RIGHT: STAR STICKER ON THE GLASS
BELOW: 3D STAR AT THE RECEPTION
BULLS EYE MAPPING= SUBSTATIATION= STAR LOGO
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As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.
THE GOOD
MERCEDES GOA HAS RIGHTLY ADHERED TO THIS
RULE
SIGNAGE DISPLAYING SUPERSIZED STAR ON ITS
CAR
‘STAR’ ABOVE ALL (INSTORE SIGNAGE)
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As per the Mercedes Brand book, the “3 point star” must always shine above and must be the focal point of all communication.
THE BAD
MERCEDES GOA HAS RIGHTLY ADHERED TO THIS
RULE
Although Mercedes Benz employs the “3 point star” as the focal point of its communication, It DOES NOT HAVE THE “3
POINT STAR” IN ITS ENTRANCE SIGNAGE ACROSS ALL ITS SHOWROOMS, WHICH IS THE MOST VIEWED SIGNAGE BY
PEOPLE
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TREND SETTING/ENDURING STYLE/
CUTTING EDGE(exterior)The Bad
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CUTTING EDGE DESIGNS OF
SHOWROOMS AROUND THE
WORLD
TREND SETTING/ENDURING STYLE/ CUTTING EDGE
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NOW GOA:NO CUTTING EDGE
ELEMENT
TREND SETTING/ENDURING STYLE/ CUTTING EDGE
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CRITIQUE
• Located near Hyundai Showroom and hence brand dilution due to adjacency factor
• The shape of the showroom is nowhere near cutting edge or trend setting
• The Showroom exterior does not signify style nor elegance
• The surrounding ‘orange’ palete makes for a dicey contrast
TREND SETTING/ENDURING STYLE/ CUTTING
EDGE
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TREND SETTING/ENDURING STYLE/
CUTTING EDGE(interiors)The ugly
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SHOWROOM DESIGN BENCHMARKING (CUTTING EDGE DESIGN)
Key factors that influence such a design: Window
lighting, large space and carpet area
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INTERIOR DESIGN GOA 1
TREND SETTING/ENDURING STYLE/ CUTTING
EDGE
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INTERIOR DESIGN GOA 2
TREND SETTING/ENDURING STYLE/ CUTTING
EDGE
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INTERIOR DESIGN GOA:
CRITIQUE
• Signages don’t contrast each other (transient blue & Grey)
• Signage’s don’t complement each other
• No synergy amongst signage’s• 5 different
wallpapers, each signifying something different.
• For Eg. One showcases its history, the adjacent signage showcase innovation and efficiency
TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
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INTERIOR DESIGN GOA:
CRITIQUE (messy cables)
• Messy cables impacts the brand image of Mercedes as it does not render the showroom visually aesthetic
• The fixtures around the Racing POP is’nt consistent
• A certificate is placed at a visually impossible location i.e. below the TV and has probably been incorporated due to policy reasons and does not serve any purpose besides creating clutter
TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
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INTERIOR DESIGN GOA:
CRITIQUE (almost empty showcase)
• The almost empty merchandise showcase signifies that• Either the
company doesn’t have a good range of merchandise
• OR that customers do not prefer to take home Mercedes merchandise as they the brand is not an act of self expression and hence the stock less merchandise
TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
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INTERIOR DESIGN GOA:
CRITIQUE (No story told)
• The brand showroom confuses the customer as there is no fixed brand story
• Although their philosophy is to provide the best, their signage’s do not convey the same and nor do their offerings
TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
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INTERIOR DESIGN GOA:
CRITIQUE (flooring & lighting)
• Flooring:• A wooden finish
flooring does not sync with the signature colours of Arrow Silver & Midnight blue
TREND SETTING/ ENDURING STYLE/ CUTTING EDGE
• Lighting:• The inventive use of
focal depth & unfocussed images did not provide the right impact as• The showroom is too
small• Almost all cars
displayed were ‘white’ in colour
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PRESTIGEThe ugly
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CLUTTERED EXTERIOR
(not a prestige element)
PRESTIGE
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INNOVATIONThe non-existant
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THE AMG, SLK MODELS WHICH
SIGNIFIES INNOVATION IS NOT
DISPLAY
(not a prestige element)
PRESTIGE
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SUMMARY
WE WOULD LIKE TO SUMMARIZE THAT THE SHOWROOM LOCATED IN PORVORIM DOES
NOT BRING OUT THE NECESSARY BRAND IMAGE OF THE MERCEDES BRAND:
• CUTTING EDGE INNOVATION IS NOT EPITOMIZED
• THIS COULD POSSIBLY BE THE REASONS FOR MERCEDES BEING NUMBER 3 IN THE
LUXURY CAR MARKET• THE INTERIORS ARE NOT UPTO WORLD
STANDARDS AND NEEDS REVAMPING• THE PRODUCT RANGE AND COLOUR
NEEDS CHANGE AS WELL AS WHITE IS NOT VERY APPEALING TO THE EYES
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THANK YOUFloyd Tavares