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Communicationsstrategy2008–2010 forMercedes-BenzVans Provingleadership. Stuttgart,July2007 Contents Contents •Preface •ExecutiveSummary •StrategicObjectivesSales&MarketingMercedes-BenzVans •Communicationsobjectives&strategicinitiatives •Sub-strategiesforAlternativeCommunications,InternetandCRM •Regionalobjectives •CompetitiveenvironmentinWesternEurope •Communicationsmeasureplan2008 •Nextsteps •Appendices VAN/VMKCommunicationsStrategy2008-2010,July2007Page2 Preface Preface •Communicationssupportsthestrategicobjectivesaswellasthecorechallengesof theSales&MarketingDivisionofMercedes-BenzVans.Itprovidestheappropriate strategiesandmeasurestobuildagloballyconsistentandappealingperception ofthebrand. •Thefollowingcommunicationsstrategycontainsallrelevantbrandandsales-oriented communicationsobjectives,productpositioningandplannedmeasuresforprivately andcommerciallyusedvans. •Thecommunicationsstrategyincorporatesthebrandequitymodelasatoolto determinetheappropriateallocationofbudgetsandresourcesandtherebyensure efficiencyandeffectivenessofourcommunicationsmeasures. •ThiscommunicationsstrategyisbasedprimarilyonWesternEuropeanneeds. Additionalregionalchallengeshavebeenidentifiedandhavebeenincorporatedwhere appropriate.Furtherregionalinitiativeswillbediscussedonaregionallevel. •Thecommunicationsstrategyformsthebasisforallcentralandlocalcommunications activitiesforthe2008–2010period.ItstrengthensMercedes-Benz'reputationandits positionasaleader,therebydeepeningthebrand’srelationshipwithitscustomersand raisingitsperceivedbrandvalue. VAN/VMKCommunicationsStrategy2008-2010,July2007Page3 Preface Preface •Thisstrategywillbere-evaluatedeachyearandwillbeadaptedinlinewithchanging marketconditionsandthevaryingstageswithintheproductlifecycles. •Throughtheconsistentuseofthiscommunicationsstrategy,wecanensureclarityand consistencyofcommunicationsthroughoutallmarkets(Europe,Asia/Pacific,China, LatinAmericaandNAFTA)andacrossallmedia. •Integratedcommunicationsmeans: –verticallyacr