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Case Study › Mercedes-Benz

Effective market communication is a critical success factor for Mercedes-Benz Norway. The ability to communicate uniformly and consistently is of the utmost importance. Swiftness and flexibility in all market communication is decisive, as the corporation conducts product development and innovation on a continuous basis.

Challenges

Mercedes-Benz, which is one of Norway’s major advertisers, was looking to find a cost reducing marketing tool that would provide their approximately 50 dealers a competitive edge in the market in terms of developing and performing marketing activities for their dealers. With 50 dealers across the country Mercedes-Benz Norway had experienced the challenge of ensuring that all marketing adhered to the stringent guidelines laid down for the brand. Mercedes-Benz needed a solution that ensured that their Corporate Identity was maintained, as well as providing their dealers with a flexible system for producing their own marketing material. Also, Mercedes-Benz Norway wanted all marketing material, both centrally and locally, to be gathered in a knowledge database available for all users.

  

Solution

After a carefull evaluation of different solutions, BrandMaster was chosen as Mercedes-Benz' tool for brand management. BrandMaster can be accessed both through their intranet and Internet. The latter is important since many dealers tend to use evenings and weekends to work with their marketing.  In BrandMaster the user can find information about new campaigns, sales presentations, brand-guide. All campaign elements, such as template based ads and brochures, radio spots, TV commercials, pictures and logoes etc., can be downloaded or sent directly to the media. The templates ensure correct use of corporate identity. The users can choose between preselected pictures and texts, place their own logo and contact information, choose color or black/white, change the size of the ads, type in price or even type in a message adapted to their local market. Approval and distribution to desired media (newspaper, magazine, webpage, printshop, etc.) can be done directly from within the tool.

Result

With BrandMaster Mercedes-Benz has achieved a powerful brand management tool, which has generated the following core benefits:

  • Increased local marketing activity
  • The brand quality is ensured in all media channels
  • All marketing material is stored in one place
  • 24/7 all year round availability
  • Dealers have a flexible tool that is easy to use
  • Increased speed to market
  • Significant cost savings
  • Sharing of know-how and best practices between dealers
  • Full control and overview of all local marketing activities
  • By relating statistics and reports for different marketing activities in BrandMaster to actual sales figures, the actual effect of marketing activities can be measured accurately
  • Cost reductions of 25-30 % in production and distribution of all marketing material
  • DaimlerChrysler AG has chosen to recommend BrandMaster to all their sales organisations present in more than 200 countries. Mercedes-Benz Norway is T4M’s competence partner in terms of global roll-out.

 


 

"The feed-back from our dealers is all positive. With BrandMaster we now have a system for all marketing material. This ensures that the correct material is always shipped on time. We gain control with all marketing activities, a simpler administration and we can be confident that we achieve the high quality that we need in all marketing material. In addition we ensure our Corporate Identity regardless of marketing channel."

– Mercedes-Benz Norway

 

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