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Assignment:
The CMO of Damen Ship Repair, a 300 year old firm based in the Netherlands but with large facilities in major ports all over the world. Damen has just introduced a new service. For a fixed annual fee, Damen will predict what are the most likely repair parts a shipper will need for each of their cargo ships over the next year. It will then preposition those parts either on the ships or at Damen's shipyards depending on whether the crew can install that part or it must be done at a shipyard. Then all the shipper pays for is the installation labor they actually use each year, which also comes at a discounted rate.
a) What key elements of Damen's Brand image will you want to communicate in this case?
b) How will develop the budget for the IMC program promoting this new service?
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