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Communicationsstrategy2008–2010forMercedes-BenzVansProvingleadership.Stuttgart,July2007VAN/VMKCommunicationsStrategy2008-2010,July2007Page2•Preface•ExecutiveSummary•StrategicObjectivesSales&MarketingMercedes-BenzVans•Communicationsobjectives&strategicinitiatives•Sub-strategiesforAlternativeCommunications,InternetandCRM•Regionalobjectives•CompetitiveenvironmentinWesternEurope•Communicationsmeasureplan2008•Nextsteps•AppendicesContentsContentsVAN/VMKCommunicationsStrategy2008-2010,July2007Page3Preface•CommunicationssupportsthestrategicobjectivesaswellasthecorechallengesoftheSales&MarketingDivisionofMercedes-BenzVans.Itprovidestheappropriatestrategiesandmeasurestobuildagloballyconsistentandappealingperceptionofthebrand.•Thefollowingcommunicationsstrategycontainsallrelevantbrandandsales-orientedcommunicationsobjectives,productpositioningandplannedmeasuresforprivatelyandcommerciallyusedvans.•Thecommunicationsstrategyincorporatesthebrandequitymodelasatooltodeterminetheappropriateallocationofbudgetsandresourcesandtherebyensureefficiencyandeffectivenessofourcommunicationsmeasures.•ThiscommunicationsstrategyisbasedprimarilyonWesternEuropeanneeds.Additionalregionalchallengeshavebeenidentifiedandhavebeenincorporatedwhereappropriate.Furtherregionalinitiativeswillbediscussedonaregionallevel.•Thecommunicationsstrategyformsthebasisforallcentralandlocalcommunicationsactivitiesforthe2008–2010period.ItstrengthensMercedes-Benz'reputationanditspositionasaleader,therebydeepeningthebrand’srelationshipwithitscustomersandraisingitsperceivedbrandvalue.PrefaceVAN/VMKCommunicationsStrategy2008-2010,July2007Page4Preface•Thisstrategywillbere-evaluatedeachyearandwillbeadaptedinlinewithchangingmarketconditionsandthevaryingstageswithintheproductlifecycles.•Throughtheconsistentuseofthiscommunicationsstrategy,wecanensureclarityandconsistencyofcommunicationsthroughoutallmarkets(Europe,Asia/Pacific,China,LatinAmericaandNAFTA)andacrossallmedia.•Integratedcommunicationsmeans:–verticallyacrossallmedia(through-the-line),includingCRM–horizontallyovertime(themesandmeasures)–globallyacrossallmarkets-acrossthevaluechain•Basedonourintegratedapproachwehavedevelopedthemainguidelinesofdifferentmedia-specificsub-strategiessuchasInternet,CRMandAlternativeCommunications.Theseareavailableasseparatedocuments;highlightsareincludedinthisdocument.PrefaceVAN/VMKCommunicationsStrategy2008-2010,July2007Page5ExecutiveSummaryThestrategicobjectivesSales&MarketingMercedes-BenzVansconsistof:1.Profitablegrowth2.CustomersatisfactionNo.1by20103.VanDedicationBrandqualityremainsacornerstoneacrossallMercedes-BenzVanscommunicationmeasures.Thespecificfocusliesonthefollowingbrandthemes:SafetyEconomyforcommercially-usedvansComfortforprivately-usedvansExpandedusageofsales-orientedcommunicationswithfurtherintegrationofFinancialServicesandAfterSales.Focusoneffectivenessandefficiencyofcommunicationmeasures.Getclosertothecustomersthroughincreaseduseof:Alternativecommunications(creatingavanexperience)InternetforincreasedonlinedialogueExecutiveSummaryVAN/VMKCommunicationsStrategy2008-2010,July2007Page6StrategicObjectivesSales&MarketingMercedes-BenzVans1)ProfitablegrowthExpandourleadershippositioninWesternEuropeandcontinuetogrowinglobalmarketswithpremiumproducts,whichprovideanattractiveprice/performanceratio.Initiative:Vitoria100,000+/Vans300,000+2)CustomersatisfactionNo.1by2010isbasedonbrandpositioning“Truepartnersinprofessionalism”:-Benchmarkinproductandcustomercarequality-Amongstbestcompetitorsineconomicefficiency-Idealproductconcept3)VanDedicationPromotevanbusinessthroughdedicatedresourcesandstandardisedprocessesonMPCandretaillevelsandensureintegrationacrossthevaluechain.Objectives2008-2010StrategicObjectivesSales&MarketingMercedes-BenzVansVAN/VMKCommunicationsStrategy2008-2010,July2007Page7Communicationsobjectivesandstrategicinitiatives1)Objective:TosupportMercedes-BenzVans’strategyofprofitablegrowth.Strategicinitiative:Maintainthebrand’spremiumappealinourcommunicationsactivitiesandstrengthenoursales-orientatedcommunicationsacrossthevaluechain,soastodefendourpositioninWesternEuropeandcontinuetoexpandinothermarkets.2)Objective:TomatchcustomerneedswithrelevantbrandvaluesandtherebysupporttheinitiativeofcustomersatisfactionNo.1.Strategicinitiative:Communicatebrandqualityandensureclarityandconsistencyinourcommunications.Objectives2008-2010Communicationsobjectives&strategicinitiativesVAN/VMKCommunicationsStrategy2008-2010,July2007Page8Communicationsobjectivesandstrategicinitiatives3)Objective:Tomaximizeeffectivenessandefficiencythroughoutourcommunicationsactivitiesandacrossthevaluechain.Strategicinitiative:EvaluatethespecificmarketpositionsbasedontheBrandEquityModel(whereapplicable)andallocatebudgetsandresourcesinordertoachieveoptimumresults.Focusshouldbeonincreasingacquisitionaswellasloyalty.Objectives2008-2010Communicationsobjectives&strategicinitiativesVAN/VMKCommunicationsStrategy2008-2010,July2007Page91)Maintainthebrand‘spremiumappealandstrengthensales-orientedcommunicationsacrossthev