Daimler-Chrysler

Brennan OttTim QuickNoah WhitakerAmy Zachery

Winter 2007

Agenda Company History Marketing Mix Product Line Competition Product Development

Strategy Marketing Strategy POP / POD CRM The Future

Daimler-Chrysler: The Company Mission Statement: We intend to excel in

everything we do by achieving exceptional results. We aim to create lasting value, and we are working to achieve this goal with all our strength and passion.

Fundamental Values: Passion, Respect, Integrity, Discipline.

Brands: Mercedes, Chrysler, Dodge, Jeep

Chrysler: History Founded in 1925 Creates Plymouth brand and purchased Dodge in 1928 MOPAR introduced in 1930s Introduced the Hemi in 1951 1960 developed industry standard of uni-body design Bailed out by US Government in 1971 to avoid

bankruptcy Launched the Minivan in 1983 Merged with Daimler in 1998 to form Daimler-Chrysler Plymouth phased out in 2001 2007 – Daimler to sell Chrysler???

Marketing Mix Our buyers… and their lifestyles

Income, Age, Ethnicity, Life Phase Be an individual… and belong

Greater customizationo Design, Interior, Extras

Identify with other drivers

Marketing Mix Tools

Four Ps

Product Price Place Promotion

Four Cs

Customer solution

Customer cost Convenience Communication

Product Line

SUV

Truck

Crossover

Sedan

Coup

Roadster

Van

Wagon

Product Length / Width / Depth Product – Mix - Width

Pro

du

ct

Lin

e L

en

gth

  SUVs Trucks Crossover Sedan Coup Roadster Min-vans Wagon

Chrysler Aspen   PT Cruiser 300   CrossfireTown and Country  

    Pacifica Sebring        

DodgeDurango Ram Caliber Charger   Viper Caravan Magnum

Nitro Dakota   Avenger        

Jeep

Patriot   Liberty          

Jeep              

Cherokee   Compass          

Commander              

Mercedes

G Class   R Class C ClassCLK Class SLK Class   E Class

GL Class     E ClassCLS Class SL Class    

M Class     S ClassCL

Class      

       SLR Class      

Competition

No. 3 in US market

Small car market

Alternative fuels

Product Development Strategy Small Car

Sleek and stylish design

Fuel efficient China and

European partnerships

Interior Design

Stylish appearance Comfort Quality

Marketing Strategy

Diffused Preferences Market Baby Boomer & Older Luxury Generation X Generation Y

Selective Specialization Power combined with fuel efficiency Rich and deep interior

POP / POD POP

Trucks and SUVs Standard features Customer Service

POD Sleek and stylish

designs Hemi (Power) Blue-Tec Diesel fuel

innovations

CRM

Crafting value proposition and customer loyalty

Mercedes Service for Chrysler Vehicles

The Customer Designs the Vehicle Segmented Marketing: Match

product to consumer Custom Vehicles

What car do you drive? Shift marketing budget to helping

dealers Make the dealership an experience

The Future Efficient and effective to compete in the

market Balance marketing mix Introduce compact cars Interior design appeal Add value, reduce costs

o Combine Mercedes and Chrysler unitso Increase quality for Chrysler

Re-invent Jeep line

Fantasy Future Auto Industry Mega Trends:

Alternative Fuel Vehicles Product Lifetime Management 1:1 Relationships Unbundling of Services to be Sleek &

Profitable Commute Times

Fantasy Future Response

The Canvas, or DCX “Me” Factory produced unfinished autos Regional pool yards – reduces inventory True Mass Customization Regional contracted finishers per

customer spec. Enjoy your interior Use existing plants & workers instead of

closures

Fantasy Future Response II Project Experience – demographic

dealerships Dealerships themed to specific experiences Ascribed Lots

o Lots are themed to specific age or generational groups, ethnic group, or unique regional identity

Achieved Lotso Provides identity and membership to car purchaserso Participation can lead to unique incentives for

customization.o Product Life Cycle – “Recustomized Vehicles”

CREAMY AND SWEET

Then and Now: Time to make DCX Sexy Again