Transcript Slide 1

Kyle Allington, Nisha Mistry,
Walter Ray, Damon Wilstead
Promotion
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“Ask Dr. Z”
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New ad campaign aimed at reviving sales
and launching new products
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Fix your problems
Authority figure
Likeable character
Credibility
Promotion Cont…
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Other goals of campaign:
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Allow consumers to personally reach Dr. Z. with
website: askdrz.com
Remind customers that derives its advantages
from links to Mercedes
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Ex: German Engineering
Dream car Sweepstakes- Generate attention:
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2007 Jeep Wrangler Unlimited SUV
2007 Chrysler Sebring
2008 Dodge Challenger
Product
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Offering Mix
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Mercedes Benz
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Leader in luxury market
Chrysler
Dodge
Jeep
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Utilize our Mercedes prestige to generate more sales in
these brands
Leverage our success with Mercedes into engineering
and innovation of other brands
Product Cont..
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New models:
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Dodge Caliber
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Versatile, sporty, affordable
Market Challenger- Crossovers
Dodge Challenger
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“Return of the muscle car”
Market Challenger- American sports cars
Customer Relationship Mgt.
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Attracting, retaining, and growing
customers
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Don’t go after everybody
Utilize customer development process
Building Loyalty
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Accountable and Reactive Marketing
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Get auto experts involved with testing
Offer incentives on vehicle maintenance
Follow-up with customers after purchase
Price
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Dodge and Chrysler
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Continue:
Mercedes
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Price is not the issue
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Prestige
Quality
Consumer Psychology and
Pricing
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Consumers are forward thinking price
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Long term cost vs. Up-front cost
Hybrids
Place
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Move/find suppliers
close to the
manufacturing
plants
Create inventory
management
software
Global Marketing
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Hybrid vehicles
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No passenger vehicles
Buses (Orion VII)
Trucks (Canter Eco Hybrid)
Smart cars for densely populated
countries
Social Responsibility
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Fuel from waste timber – Germany
Biodiesel from jatropha plant – India
Abaca plant – Philippines
POEMA - Brazil
Questions
Ask Dr. Z…