Kyle Allington, Nisha Mistry, Walter Ray, Damon Wilstead

Promotion

“Ask Dr. Z” New ad campaign aimed at reviving

sales and launching new products Fix your problems Authority figure Likeable character Credibility

Promotion Cont… Other goals of campaign:

Allow consumers to personally reach Dr. Z. with website: askdrz.com

Remind customers that derives its advantages from links to Mercedes

Ex: German Engineering Dream car Sweepstakes- Generate attention:

2007 Jeep Wrangler Unlimited SUV 2007 Chrysler Sebring 2008 Dodge Challenger

Product Offering Mix

Mercedes Benz Leader in luxury market

Chrysler Dodge Jeep

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..

New models: Dodge Caliber

Versatile, sporty, affordable Market Challenger- Crossovers

Dodge Challenger “Return of the muscle car” Market Challenger- American sports cars

Customer Relationship Mgt.

Attracting, retaining, and growing customers Don’t go after everybody Utilize customer development process

Building Loyalty Accountable and Reactive Marketing

Get auto experts involved with testing Offer incentives on vehicle maintenance Follow-up with customers after purchase

Price Dodge and Chrysler

Continue:

Mercedes Price is not the issue

Prestige Quality

Consumer Psychology and Pricing

Consumers are forward thinking price Long term cost vs. Up-front cost Hybrids

Place Move/find

suppliers close to the manufacturing plants

Create inventory management software

Global Marketing Hybrid vehicles

No passenger vehicles Buses (Orion VII) Trucks (Canter Eco Hybrid)

Smart cars for densely populated countries

Social Responsibility Fuel from waste timber – Germany Biodiesel from jatropha plant –

India Abaca plant – Philippines POEMA - Brazil

Questions

Ask Dr. Z…