SWOT ANAYLSIS
BACKGROUND
ADDITIONAL IDEAS
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.
COMMUNICATION STRATEGY
The objective of this campaign is to reintroduce DaimlerChrysler to its target audiences and to develop a positive corporate image, positioning DaimlerChrysler as the most admired transportation company in the world.
We believe a retention message would be the most effective way to meet this objective. In order to build its image, DaimlerChrysler must use every available communication method and media outlet in an integrated fashion. This will mean featuring the DaimlerChrysler name in auto shows, in sponsorships and public relations activities, on the web, on products and in other new and innovative ways.
Effectively communicating the corporation's new image will necessitate placing the DaimlerChrysler name (tagline and logo) on every piece of literature and on every advertisement or promotion related to any of the DaimlerChrysler products. In other words, DaimlerChrysler must develop a unifying element (or elements) that will help the public to associate all of the individual products as being a part of the DaimlerChrysler family.
This will mean running a global campaign emphasizing the many faces of DaimlerChrysler (combining all of the DaimlerChrysler products with the many faces of its diverse employees in quick action advertisements) to build brand recognition.
And, in the wake of current problems at competing automakers, DaimlerChrysler will need to position itself as an entity that acts in the best interests of the public (especially in the areas of safety).
These three strategic efforts -- a global campaign, an emphasis on safety and the effective use of existing product literature and programs -- will be tied to a public relations campaign targeting current and past Daimler or Chrysler customers and stockholders.
Simply put, this is an awareness campaign, not a sales campaign. This campaign does not involve creating new products. It does not involve changing management or redoing the organizational structure of DaimlerChrysler. Instead, this campaign is about creating a global image for two market audiences.
Every communication effort will make use of DaimlerChrysler's new logo and new corporate tagline: "For the places you go." We believe these elements are general enough that they can be used effectively with all of DaimlerChrysler's varied customers
When combined with existing product advertisements and promotions under the umbrella concept that DaimlerChrysler is a global transportation company, we should exceed our objective of increasing awareness of the DaimlerChrysler brand among target audiences by 25 percent over the next three years.
