MARK RAINE

VICE-PRESIDENT, SALES AND MARKETING PASSENGER CARS MERCEDES-BENZ MALAYSIA

On how social media has impacted or promoted your business brand.

The rise of social media allows us to be more creative and to expedite communication to our audience. Our 360 degree approach to marketing maximizes social media and capitalises on its many benefits, drawing in not only a wider audience but a more varied one as well.

On the company’s digitalisation efforts and how it has helped in branding.

The digital agenda is an integrated component of the aforementioned 360 degree approach. As a brand and as a company, we are constantly looking at new channels and platforms to utilise as customer touchpoints, complementing the traditional platforms of brick-and-mortar Autohauses and mainstream media engagement.

Challenges faced by your company in a challenging

economic environment.

The automotive industry is a field ripe with opportunities. Through such measures as customised incentives, for example, we are able to provide more value to our customers. In addition, our Best Customer Experience (BCE) initiative aims to provide a comprehensive end to end service to enhance brand worth.

On strategies put in place to boost the company’s brand image.

The Mercedes-Benz Malaysia strategy roadmap is comprehensive and brand focused, covering all elements of our business. It cohesively synergises our marketing and brand communication activities, which includes the BCE programme.

The importance of a meaningful connection between a brand and a consumer in brand-building.

There is no better form of marketing than a satisfied owner, as such we are constantly working towards increasing enthusiasts of Mercedes-Benz automobiles and the brand as a whole. We achieve this through different approaches to building brand equity, exciting and delighting our customers in new and unexpected ways.