Integrated Marketing Communications- Concept Report

Integrated Marketing Communications2008Integrated Marketing CommunicationsIntroductionAmidst the fierce competition in automobile industry , an automaker must develop classifiable fruits that ar different from their competitors In to win competition , a association should fulfill customers need by designing products that fight their characteristics , which result in the increased revenue and profit marginHowever , at this time , producing superior products does not guarantee a company success . This is because , customers may buy a product ground on emotional value (in overt value ) rather than tangible value . This situation suggests that a company should conduct different initiatives to embed the desired brand equity of its products in customers minds . This initiative refers to media strategies that involve target audience identification , selection of media and umpteen others . Due to the variety of media that is available in a barter , the initiative evolve into new term , integrated selling communication method , that involve public relation , advertize , trade events , to name a fewConcerning the media strategies , this will discuss the strategies for a company . The selected company is Daimler Chrysler AG , a come up cognize automobile manufacturer that targets tall-end customers by delivering products (sedans , sport utility vehicles (SUVs , trucks etc ) that are completely different from their competitorsDaimler Chrysler AG : Corporate BackgroundThe global get across for Mercedes Benz is HYPERLINK http /www .mercedes-benz .com http /www .mercedes-benz .com which further corporation reach other local web sites such as HYPERLINK http /www .mbusa .com www .mbusa .com for customers that reside in the ground forces . The market segment where Mercedes Benz competes is high end segment . In luxury cars segment , there are many well known players such as Audi , BMW , Jaguar , Honda , and Lexus .

Some of them besides produce high-end products but the rests also produce low-middle class productsFigure 1 Mercedes Benz the States websiteThe most interesting part that occurs in high end automobile industry is the fact that although the industry lie with unfavorable sales decline by 3-percent due to out-of-door factors analogous the rise of oil price , the surge in materials etc , Mercedes-Benz keep recording string growth during the past some(prenominal) yearsFigure 2 Mercedes Benz Product LinesConcerning Mercedes Benz products (Figure 2 , there are six categories Sedans , Wagons , Convertible , Coupe , Roadsters , and Light Trucks . The cheapest segment in the Mercedes Benz product lines is C-Class sedans that change from 30 ,000 in the USA . Meanwhile the expensive product lines are SLR McLaren that sold above 452 ,000 in the USA (Mercedes-Benz USA LLC , 2007Promotion or advertising deals with the way a company like Mercedes Benz promote or create responsiveness of the product in the marketplace . In this manner , promotion strategy relates to communication and selling the company s product to customers . It includes TV and online advertising trade shows etcMedia StrategiesMarketing Mix and Media StrategiesBecause Mercedes Benz sells luxurious and classy cars in their communication or media strategies , the company should develop appropriate representation of the classy Mercedes Benz . This is in line with Pennington (2005 ) saying than...If you want to get a near essay, order it on our website: Orderessay

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