MidTerm: Mercedes Benz

MBUSA was founded in 1965 however the importing of Mercedes-Benz vehicles began in 1952 when Max Hoffman became the force behind the luxury vehical in America. It was the 300SL Gullwing. In 1957 the brand expanded in the US and began its distribution agreement. “By 1957, Mercedes-Benz was in a position to expand its reach in the United States and entered into a distribution agreement with Studebaker-Packard Corporation. Eight years later, the company struck out on its own, forming Mercedes-Benz USA.”– www.mbusa.com Now the company is a nationwide organization and employs over 1500 workers. “Many pioneering technical innovations that are standard automotive features today were first seen in a Mercedes-Benz car, including the crumple zone (1959), ABS (1978), airbags (1980), belt pretensioners (1980), ESP (1995), PRE-SAFE® (2002) and many other milestones in passenger vehicle technology.” Going back to the beginning the 1880’s was the time when the high speed engine was invented allowing Carl Benz and Gottlieb Daimler to lay foundations for automobiles. “in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890.” – www.emercedesbenz.com
Today the Mercedes Benz brand is perceived as a quality and luxury brand. It is a symbol of success and men and women alike strive to be seen driving in their brand new Mercedes Benz. “A strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable.” - Dr. Klaus Maier, Executive Vice President Mercedes Car Group At one time known primarily for its S Class the Mercedes Benz brand is a combination of sedans and coups, SUV’s and crossovers and roadsters and supercars. “the Mercedes-Benz brand has undergone an amazing journey - by continuously enhancing its rich, diversified product offerings and allowing more people to appreciate its significance, Mercedes-Benz has become identifiable with true leadership.”-www.chinadaily.com (The Power of Brand Marketing) Brand competition includes BMW and Lexus. The target market are successful middle aged business professionals.

Mercedes Benz being the well established brand that they are, take the time to give back to the community with charitable causes from Autism to the environment. “Mercedes-Benz has been in business for over 125 years, an achievement only made possible by the approval of our customers. To help show our gratitude, we endeavor to be active in the community and do some good where we can, when we can. After all, in the end, what you get out of life is equal to what you put into it -- and we're committed to putting in as much as possible.” – www.mbusa.com The brand has been devoted to remaining environmentally friendly, even before it became the “It” thing to do. “Long before it became front-page news, Mercedes-Benz has been innovating and implementing new ways to help minimize the impact of cars and trucks on the world we share”

MidTerm:Tiffany & Co

“In 2012, Tiffany & Co celebrates 175 years of legendary style” –Tiffany.com

Tiffany & Co started out as Tiffany & Young in 1837 on Broadway in New York City when Charles Lewis Tiffany and John B. Young opened a stationary and fancy goods emporium. “The year was 1837. Charles Lewis Tiffany and his schoolmate John Young traveled from New England to New York City with an idea and a dream that were to become Tiffany & Co. While the first day of business brought a mere four dollars and 98 cents, the world of jewelry and luxury goods would never again be the same.” - Tiffany.com Every item was marked with a non negotiable selling price and at the end of the first day in business the store had sold a total of $4.98. The same year that the store opened it began using a distinct color blue as a symbol of quality and craftsmanship. It is said that the Tiffany’s blue box is one item that can not be bought, the only way Charles Lewis Tiffany would allow someone to have a blue box was to be given it along with a purchase from the store. Tiffany’s was the first American company to use the 925/1000 sterling standard “In 1851, Tiffany was the first company to use the 925/1000 silver standard which was later adopted by the United States.”- Tiffany.com In 1861 Tiffany’s was commissioned to design a presentational pitch for the inauguration of Abraham Lincoln. In 1862 and throughout the Civil War, Tiffany’s supplied the Union Army with swords, flags and surgical implements. In 1878 Charles Lewis Tiffany purchased the Tiffany’s yellow diamond. In 1885 Tiffany’s redesigned the Great Seal of the USA.

Tiffany & Co is most well known for their diamonds however they carry all types of jewelry from engagement rings to pendants. They sell watches and clutches as well as eye wear and fragrances. Tiffany’s carries jewelry for men as well as cuff links, wallets and brief cases. “Over the past two centuries, Tiffany & Co. has built an international reputation as a premier jeweler and is renowned for its fine china and crystal. Today, its signature blue gift box topped by the white silky bow is an icon for luxury” – Carrie Coollidge (Tiffany & Co: An Iconic Brand) Though men and women a like shop Tiffany & Co their target market segment is women between the ages of 30 and 60 who shop for themselves. These women have middle to high income levels as Tiffany’s prices range from $120 to over $30,000. Some leading jewelers that are Tiffany & Co’s leading competition would be Cartier and Bulgari. They are both well known high end jewelers however I don’t believe they have as broad a market segment as Tiffany & Co.

MidTerm:Manolo Blahnik

Manolo Blahnik is the leading designer in hand crafted designer shoes; he was born in the Canary Islands before moving to Paris in 1965 where he decided to become a set designer. Blahnik took a trip to New York in 1970 where he showed his theater designs to then editor-in-chief of American Vogue, Diana Vreeland who loved his shoes and encouraged him to concentrate on them. The following year Blahnik was in London making shoes, in 1972 Ossie Clark, the most famous designer in London at the time used Blahnik's shoes and from there on his career took off. “Manolo Blahnik has become one of the world’s most influential footwear designers. His shoes have spellbound an international set of adorning and loyal devotees across the globe.” – Manoloblahnik.com

The Manolo Blahnik brand represents craftsmanship and quality, the brand ultimately stands for being unique, precise and balanced. Monolo’s are a luxury shoe, Blahnik said “shoes help transform a woman”. Manolo Blahnik has been honored many times with awards by the CFDA first in 1987, then in 1990 and 1998. He has also been presented with awards from the British Fashion Council, La Aguja de Oro and La Medalla de Oro given to him by Don Juan Carlos, the King of Spain. Manolo Blahnik is a brand that represents shoes, the best quality shoes but shoes alone. The designer did not branch out into clothing or license sunglasses or fragrances; he stayed true to the origin of his business and his brand. Today there are Manolo Blahnik stores in 11 different countries including the U.S. in New York and Las Vegas, Dubai, Kuwait, Greece, Spain, Ireland, UK, Hong Kong, Korea, Singapore and Indonesia. “The man behind this sizzling brand of shoes is one of the most influential designers of the world, Manolo Blahnik, who called his brand by his own name for all the struggle, hard work, and perspiration that he had put into it.” – Manolo Blahnik Shoes online-shopper.hubpages.com

Brand recognition grew greatly for Blahnik when his shoes were featured regularly on the hit show Sex and the City, the lead character Carry Bradshaw had a huge shoe obsession and her shoe of choice, Manolo Blahnik’s. Sarah Jessica Parker even went on to co design with Blahnick last year and joined him at fashions night out. “Parker was the star attraction of the event to celebrate Fashion's Night Out where she signed pairs of high-heels she co-designed with Blahnik.” – Emily Sheridan (Sarah Jessica Parker gets Carrie-d away in leather as she signs Manolos on Fashion’s Night Out) www.dailymail.co.uk The Manolo Blahnik brand receives much attention in leading fashion magazines around the world. Manolo’s are also available at certain department stores such as Nordstrom and Bergdorf Goodman and appear in the department store ads.

MidTerm:Starbucks Brand

“Our coffeehouses have become a beacon for coffee lovers everywhere. Why do they insist on Starbucks? Because they know they can count on genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed coffee every time.” – Starbucks.com Starbucks first began as a single coffee house in Seattle’s Pike Place Market; the name was inspired by Moby Dick evoking romance. “The original owners named the brand after the coffee-loving first mate in Melville’s classic novel, “Moby Dick.” For them, the name evoked the romance of the high seas and seafaring coffee traders. Today, the coffee trading practiced by Starbucks involves an entirely different kind of romance.” – Brandchannel.com Conquering New Grounds by John Karolefski Starbucks is a coffee company that offers consumers a “third place” experience between work and home or school and home. “a sort of link between home and work where you can read the paper, download some tunes, buy a book or two, and either prepare for the day or wind down from it.” –namedevelopment.com (Branding: Is Starbucks your “Third Place?”)

Starbucks offers many different coffee and tea drinks as well as non caffeinated options. Most beverages are between $3 and $5 and they target a large group of people which began with urban professionals but expanded greatly due to quality product and great customer service. “Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.”- Starbucks.com Starbucks originally targeted office workers with middle to high incomes, while this is still a large part of their market it seems to have expanded a great deal. The Starbucks brand reaches not only office workers but young professionals in all different types of fields as well as college students who need a perk before their 8am class. Coffee drinkers range from all different ages, high school goers to grandparents but Starbucks seems to target the majority of their consumer base. According to smallbusinessess.chron.com Starbucks targets men and women age 25-40 who make up of nearly half of their business, 18-24 olds make up another 40%. The target audience consists mainly of urban professionals with high incomes. The target market usually live or work in the city, they are of different ethnic backgrounds. The average price for a Starbucks beverage is $5 which is relatively high for coffee. According to scribd.com Howard Schultz wanted Starbucks to be the “Third Place” in between work and home, they were attempting to sell the atmosphere and I think did a great job of it. Seeing as how 40% of Starbucks business is made up of 18-24 year olds they place locations near by colleges where students can hang out, take breaks and even study. “From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.” –Starbucks.com