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Evaluation and control

A. Performance Standards and Financial controls

• A comparison of the Mercedes 2008 C Class financial expenses with the plan goals will be included in the project report. The following performance standards and financial controls are suggested:

• Mercedes Benz cars anticipate a return on sales of significantly more than 8% to 15% from North America. Of the overall sales a total budget for promoting the C-Class models as well as creating a new brand name will equal 50% of the promotional budget for the upcoming year.

• The breakdown of the budget within the project will be 15% assigned to the market research, 20% assign to promoting and the remainder assign to new brand name.

• Different departments are in charge of overseeing these budgets. The marketing director is responsible for overseeing the projects budgets as well as all the staff salaries, and expenses relating to promoting the C-Class models.

• The Mercedes Benz brand was developed by in house project team. They are responsible for providing the clear brand position. The project team is responsible for revising the brand’s identity for all communication materials involving Mercedes C-class 2008.

B. Monitoring Procedures

• Each department will have a guideline to refer to in order to evaluate the marketing plan. • Mercedes-Benz has fundamentally revised its brand identity for all communication materials with a new design. The new, standardized brand identity will be introduced in all corporate units – from Passenger Cars to Commercial Vehicles – and in all the world’s markets from November 1, 2007. It was developed on the basis of the brand’s history, and concludes the process of a more sharply focused brand positioning which began in 2006. The central theme of the new identity is the

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