DaimlerChrysler Italia Corporate Marketing and Image

1
DaimlerChrysler ItaliaCorporate Marketing and
Image

• Roma, 25 maggio 2006
• Università La Sapienza

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gt DC Group in Italy
Mercedes Car Group
Chrysler Group
DaimlerChrysler Truck Group Commercial Vehicles
Includes Truck Group, Van Operations, Bus
Operations
Alliance Partner
3
gt Mission and Activities Corporate Marketing

• Mission
• Enlarge and strengthen DaimlerChrysler brand in
  Italy
• Develop a corporate social responsibility
  approach
• Increase PR and networking

• Activities
• Brand Management
• CSR
• Sponsoring
• EAPP

4
gt Corporate Marketing Team Organization
Rosmara Ranieri
Christine Seuss
Claudia Scarpa
Giovanni Palazzo
Marcella Vitale
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gt Corporate Identity (CI)

• CI embodies values, milestones and quality of the
  brand. It normally atcs in the following three
  areas
• Corporate Design (CD)
• Corporate Behaviour (CB)
• (Corporate Communication CC/Stampa)

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gt Corporate Behaviour (CB)

• CSR
• Lintegrazione su base volontaria da parte delle
  imprese delle preoccupazioni sociali ed
  ecologiche nelle loro operazioni commerciali e
  nei rapporti con le parti interessate
  (stakeholders)
• Da Libro Verde, Commissione Europea,
  luglio 2001.
• Stakeholders
• I portatori di bene di unazienda
• Tutti coloro che hanno interesse nellattività
  dellazienda e senza il cui appoggio limpresa
  non può proseguire la sua attività
• Sono stati individuati 8 categorie risorse
  umane soci/azionisti e comunità finanziaria
  clienti fornitori partner finanziari Stato,
  Enti locali e Pubblica Amministrazione, Comunità,
  Ambiente
• Global Compact
• http//www.globalcompactitalia.org/

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gt CSR Projects MobileKids

• MobileKids is dedicated to the education in terms
  of safety and road responsibility for children
  between 6 and 12
• Fourth edition in now on going. From 2003 to 2005
  MobileKids involved more than 10.000 children
  from 420 elementary and secondary schools
• MobileKids received 45 patronages from
  international, national and local Institutions
• www.mobilekids.it

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gt Corporate Behaviour (CB) CSR - MobileKids
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gt CSR Projects Mondialogo

• Partnership between DaimlerChrysler and Unesco
• The largest ever world-wide school contest
  devoted to intercultural dialogue for young
  people
• More than 35.000 students between 14 and 18 from
  138 different countries
• Translation of the international website in
  Italian to reach Italian schools
• Sending of 10.000 SMS text messages to Italian
  teenagers
• Achievement 48 Italian school-teams joining
  Mondialogo Community (www.mondialogo.org)

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gt CSR Projects Festival Internazionale di
Musica e Arte Sacra

• Fourth successful edition of a unique music event
  for the city of Rome
• Wiener Philharmoniker and other world-wide famous
  orchestras and directors
• Spectacular locations the four patriarchal
  basilicas of Rome
• More than 12.000 participants overall at the 4
  concerts
• Restoration of antique masterpieces of sacred art
• Great outcome from Press and TV

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gt CSR ProjectsCSR Report DC Italy Destination
humanity

• Release of the first CSR Report for DC Italy
• Communication of CSR policy of DC Group (global
  and local)
• Contents and design shared with DCAG
• Key tool to enlarge EAPP and PR inside the
  ethical community (ONG, onlus, no profit
  associations and social work organizations)