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Mercedes-Benz Advertising and marketing Brief & Strategy

 Mercedes-Benz Promoting Brief  Strategy Article

Gross annual Report 2011.

Key Statistics

Daimler Group 2011 Sums in countless euros Revenue Western European countries thereof Australia NAFTA thereof United States Asia thereof Chinese suppliers Other marketplaces Employees (December 31) Expense in house, plant and equipment Research and development expenditure thereof capitalized Free of charge cash flow with the industrial business EBIT Value added Net profit/loss Earnings/loss every share (in €) Total dividend Dividend per share (in €) 106, 540 39, 387 19, 753 26, 026 22, 222 22, 643 11, 093 18, 484 271, 370 4, 158 5, 634 1, 460 989 almost 8, 755 three or more, 726 6, 029 your five. 32 a couple of, 346 2 . 20 ninety-seven, 761 38, 478 nineteen, 281 23, 582 twenty, 216 19, 659 being unfaithful, 094 16, 042 260, 100 a few, 653 four, 849 you, 373 a few, 432 six, 274 a couple of, 773 some, 674 some. 28 one particular, 971 1 ) 85 80, 924 thirty six, 458 18, 788 19, 380 16, 569 doze, 435 some, 349 10, 651 256, 407 2, 423 4, 181 1, 285 2, 706 -1, 513 -4, 644 -2, 644 -2. 63 0 0. 00 2010 2009 11/10 % change +91 +2 +2 +10 +10 +15 +22 +15 +4 +14 +16 +6

-82

+20 +34 +29 +24 +19 +19

1 Adjusted for the consequences of currency translation, increase in income of 10%.

Divisions

2011 Amounts in millions of euros Mercedes-Benz Vehicles EBIT Earnings Return about sales Expenditure in house, plant and equipment R and d expenditure thereof capitalized Product sales Personnel (December 31) Daimler Vehicles EBIT Earnings Return about sales Purchase in real estate, plant and equipment R and d expenditure thereof capitalized Device sales Workers (December 31) Mercedes-Benz Vans EBIT Revenue Return in sales Expense in real estate, plant and equipment R and d expenditure thereof capitalized Product sales Personnel (December 31) Daimler Vehicles EBIT Earnings Return upon sales Expenditure in home, plant and equipment Research and development expenditure thereof capitalized Unit sales Personnel (December 31) Daimler Finance EBIT Income New business Contract volume Expenditure in home, plant and equipment Staff (December 31) 1, 312 12, 080 33, 521 71, 730 21 several, 065 162 4, 418 3. 7% 103 225 32 39, 741 17, 495 835 9, 179 9. 1% 109 358 126 264, 193 16, 889 one particular, 876 twenty-eight, 751 6. 5% one particular, 201 you, 321 251 425, 756 77, 295 5, hundranittiotv? 57, 410 9. 0% 2, 724 3, 733 1, 051 1, 381, 416 99, 091

2010

2009

11/10 % transform

4, 656 53, 426 8. 7% 2, 457 3, 140 940 1, 276, 827 96, 281

-500 forty one, 318 -1. 2% 1, 618 two, 696 913 1, 093, 905 93, 572

+12 +7. +11 +19 +12 +8 +3

1, 332 24, 024 5. five per cent 1, 003 1, 282 373 355, 263 71, 706

-1, 001 18, 360 -5. 5% 597 1, 116 368 259, 328 70, 699

+41 +20. +20 +3 -33 +20 +8

451 7, 812 a few. 8% 91 267 twenty nine 224, 224 14, 557

26 6, 215 zero. 4% 113 193 zero 165, 576 15, 226

+85 +17. +20 +34 +334 +18 +2

215 4, 558 4. 7% 95 223 31 39, 118 seventeen, 134

183 4, 238 4. 3% 78 212 5 thirty-two, 482 18, 188

-25 -3. +8 +1 +3 +2 +2

831 12, 788 up to 29, 267 63, 725 12 6, 742

9 10, 996 twenty-five, 066 fifty eight, 350 14 6, 800

+58 -6 +15 +13 +75 +5

Daimler Marken

Mercedes-Benz Automobiles

Daimler Vans

Mercedes-Benz Vehicles

Daimler Buses

Daimler Finance

Innovation and Growth

We invented the auto – now we are passionately shaping its future. As automotive pioneers, we see it while both motivation and an obligation to continue each of our tradition with groundbreaking solutions and outstanding products. We do the very best can be who anticipate the best, and we live and breathe a culture of operational excellence based on shared values. Our corporate history features numerous innovations and pioneering successes; they are the base and regular inspiration to get our claim to leadership in the auto­ objective industry. Simultaneously, our thoughts and actions are guided by the basic principle of eco friendly mobility. With tailored items, we plan to enter fresh markets and attract additional groups of customers. Our target is to lead our market in terms of device sales, income and earnings – and also to do so out of all businesses by which we are lively. By means of rewarding growth, we wish to create enduring added value – pertaining to our investors, customers and employees, as well as for society generally.

Dieter Zetsche

Wolfgang...

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