COMMUNICATION STRATEGY

We believe the messages sent about DaimlerChrysler should convey the following: tradition and quality, the spirit and strength of a global family, reliable and safe transportation, and transportation innovations. We want a strong identity built with simple, memorable and global images. The umbrella concept should be used by every DaimlerChrysler division and on every DaimlerChrysler product to develop the image of a global transportation family.

BRANDING WITH AN UMBRELLA

With so many similar products and companies, the "brand" is about the only thing that differentiates available options for the consumer. According to Schultz and Barnes, “the primary competitive advantage most marketing organizations will employ … will be perceptual brand value.” (31) This is why it is important for DaimlerChrysler to develop its name as a "transportation brand." The focus of our communication strategy is to create an umbrella concept for all of DaimlerChrysler's audiences. In turn, this umbrella concept -- which will consist of image advertisements and the development of a consistent theme, look, feel, logo and tag line for DaimlerChrysler -- will be used to reinforce the company’s existing brands. Defining DaimlerChrysler's brand -- while also relating the identity of the corporation's products back to DaimlerChrysler -- is our main challenge.

We want to position DaimlerChrysler with its target audiences as a "transportation leader," not just a great automobile maker. This will differentiate DaimlerChrysler from other "automakers" and send the message that DaimlerChrysler is a company on the cutting edge of technology, providing the very best in transportation needs worldwide. This image will support other DaimlerChrysler products, as well as automobile sales, by associating DaimlerChrysler's products with reliability, technology, quality and safety.

In today's global economy, large mass markets no longer exist. Instead, we have split markets. DaimlerChrysler has a strategic advantage in this area, because it offers a wide range of transportation products, especially in its automotive line. From the Dodge Neon to the Mercedes-Benz S-Class, DaimlerChrysler offers transportation in every classification. In the 21st Century marketplace, the customer will have most of the marketplace power. For DaimlerChrysler, this may mean the displacement of sales people and automotive dealers. DaimlerChrysler faces a challenge to motivate and facilitate product teams and dealership owners. Because the dealership is often the main point of contact for DaimlerChrysler and its customers, dealers must focus on retention of customers and doing a better job of building relationships. This will certainly mean improved automotive service, since that is a primary point of contact for the company and the customer after an automotive purchase is made.