marketing presentation - gm fuel cell
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CELL COV
MARKETING PLAN
Team MentholatumBurhan Saiyed
Ross Sarraf
Josh Higgins
Ashish Manjrekar
Daniel Wemmell
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Agenda Timeline
Introduction
Mission &
Goals
Research &TargetIdentificatio
n
Marketing ProgramConsiderati
onsQ&AKPI
Presentation Time = ~20 minutes
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Introduction
Fuel Cell vehicles are the future ofautomobiles
GM on the forefront of this technology
We will be presenting our recommended
marketing plan for GM to enter the market withtheir Hydrogen Fuel Cell Vehicle
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Our Mission
We plan to enter the luxury segment of the
automotive industry with the aim of becomingthe leading brand of Hydrogen Fuel Celled
Vehicles which will resonate with GMs currentluxury brand segment and will help strengthen
their brand and reposition their luxury segmentto the new markets.
-Team Mentholatum
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Our Goal
Develop Brand Equity
Chosen Brand should reflect the price to becharged
Strong brand presence and potential
Introduce Hydrogen Fuel Cell in GM vehicle
line-up in a sustainable model
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Research & Target Identification
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Research Methodology
Interviews
Car dealers
Focus Groups
Surveys
Not Feasible
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Potential Segments
Segment AMale Youth Market (18-24 year old)
Sporty, price conscious for fuel, car design and features important, cost of car irrelevant
Segment BFemale Youth Market (18-24 year old)
Fuel Efficiency priority, Compact design, Not chasing after too many features
Price of car should be practical
Segment C
Young Graduate Male Professionals (24-35 year old),Income range over $65,000
Looking for utility in vehicle as well as features, Fuel efficiency required, Car design must reflect
their position
Price of vehicle should be justified according to features and benefits provided
Segment D
Young Graduate Female Professionals (24-35 year old), Income Range over $65,000
Career oriented and independent, Simple car with limited care or effort required for upkeepPrice of vehicle should be economical, Fuel efficiency
Segment E
Mature Professional (35+ years of age), Family people (Parents and kids), Combined Income of
household $80,000+
Fuel economy priority, Convenience for children and child seats in vehicle
Must be able to survive long trips and drives daily
Price of vehicle should be practical
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Market Opportunities
Environmental Concerns
Price Concerns
Vehicle Features
Car Maintenance and Upkeep
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Opportunities by Segment
Customer Segment Opportunities to Attract
Segment A 9
Segment B 9
Segment C 17
Segment D 15
Segment E 4
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Segment SelectionBenefit Importance by Segment
Feature/Benefit A B C D E
Design 7 5 7 6 4
Fuel Economy 5 6 5 5 7
Interior Space 3 3 6 4 5
Price 4 7 6 6 7
Features 2 2 6 4 3
Environment Friendly 3 4 4 4 3
Brand 4 2 7 4 3
Warranty Coverage 3 3 7 5 6
TOTAL 31 32 48 38 38
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Rising Professionals
Male graduate professionals
Rising executives, doctors, lawyers
Products and technology that reflect lifestyle
Sporty, luxurious, high-quality car
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Focus Group Surveys
Manufacturer Words of association (most
frequent)
Honda Quality, Economical, Family
Toyota Global leader, Recalls, Stylish
Mercedes Luxury, Class, Expensive
Chevy Economical, Everyone, Efficient
consumption
Buick Classy, Mature, Quality
Cadillac Expensive, Mature, Gas guzzler
Lexus Executive, Expensive, Stylish
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Focus Group FindingsVisuals
Buick:
Expensive
Unique design
Executive class
Cadillac:
Expensive
Traditional design
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Focus Group FindingsDiscussions
Vehicle represents status and self-worth
Willing to spend $40,000 on luxury car
Features and technology is important
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Buick Current Positioning
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Perceptual Mapping
Desired Location
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Marketing Program
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Product
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Product
Brand: Buick Model: Verano h2
What sets it apart? Brand Equity
Latest technologies
Trendsetter for YoungProfessionals
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Product
Key Benefits Luxury Drive Silent interior Superior quality features Latest Technologies Range: 450 miles (10kg
tank)
ValueBuick Premium
Member ClubExecutive Series for
Rising ProfessionalsEnvironment Friendly
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Front Console Features
Wireless ChargingStation
BlueLink Mobile Connectivity Power OutletEasy ControlsFull Digital Display
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Panoramic Sunroof
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Product
Possible Co-Branding:
Bose
Google Navguide
Logitech for docking and connectors Powermat for wireless charging
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Pricing
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Competitor Stance
Hyundai: Predict their Vehicle cost to be around $40,000
(expected)
Source: Clean Tech Blog (http://www.cleantechblog.com/2011/09/hyundai-making-2000-hydrogen-fuel-cell-electric-vehicles.html)
Toyota: Price not disclosed but claiming unbelievable
affordable options
Source: Toyota PR(http://multivu.prnewswire.com/mnr/toyota/39419/)
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Pricing
Current Models
$22,000 - $28,000 MSRP
Buick Verano h2 $32,000 - $36,000
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Pricing
Sustainability
Buick Verano = Chevy Cruz Chassis
Added design feature of the Panoramic sunroof
Sustainable as no compromise on costs andsaving money
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Pricing
Unique Selling Proposition
Co-branding with suppliers such as Bose,
Logitech, Google, etc. Panaromic Sunroof distinguishes from current
Verano Models
Financing and Leasing options through GMs
financial services would allow for morereasonable and appealing plans for car buyers
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Placement
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Placement
Direct Market Penetration through owndealerships
Prestige association and first hand data
availability of customers Guaranteed customer service standards
Market Entry through: California, New York
and Hawaii Expansion Possibility through their 5000
dealerships across USA
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Placement
57 Buick Dealerships
11 Buick Dealerships
8 Buick Dealerships 19 Buick Dealerships
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Placement
Expansioninto suburbsof
metropolitancities.
Post 2015
Marketentrance in Il,
Tx, NV, etc.
Late 2015
Build positivecustomerexperiences
in launchlocations
MarketingInitiates inother metros
Mid 2015
Concentrated marketingefforts CA,
NY, HI
Early 2015
H d I ti E i
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Hydrogen Incentives ExpansionMap
U.S. Department of Energy Hydrogen
Fuel Cell Incentives and Laws -2012
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Placement
Refueling in Metropolitan Cities
Hawaii tourism central, worldwide customer exposure as
well as local market word-of-mouth
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Positioning - IMC
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Positioning
Veran
o h2
TargetSegment
MessageContent
MediaChannels
Utilized
MeasuringOutcomes
Objectives:
1. Maximize Brand
Awareness
2. IncreaseConsumerPurchase Intent
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Target Audience
Rising stars in their chosen professions
Information savvy and tech friendly market
Online medium effective
Traditional mediums utilized with innovativecontact points
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Message Content
Core benefit of soundproof drive
Supplementing with emphasis on technologyand environment benefits
Ads address regular problems faced by thesegment:
Quiet drive to/from work
Fewer mechanic visits Latest technology on wheels
Innovative design and features making you standout
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Ad Content
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Media Channels Utilized
ATL: Television spots
Reviews - WSJ, Economist, GQ, Popularmagazine
Product Placement (TV Shows, Top Gear, etc.)
BTL: Social Media Platform campaigns
Campus visits to major universities in California,New York and Hawaii
Presence at reputable airports and hotels forrental tryouts
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Suggested Timeline
Time ActivityNov13 Teaser Viral Marketing for New Buick Verano H2
Dec13-Mar14 University visits and Student trials at Top tiered universitiesFeb14 Superbowl Ad for Buick Verano H2Mar14 Test drive for car advice experts for Wall Street Journal, Forbes, Times,
Newsweek, etc.
Jun14-Jul14 Appearances at Trade shows just to create buzz about vehicle on Internet searchresults
Sept14 Nov14 Online advertising on popular streaming websites such as Hulu, Netflix, TheDaily Show, Colbert Nation
Sept14 Nov14Product Placement in popular television shows with demographic matches
(shows like Modern Family, Breaking Bad, Criminal Minds, Castle, Bones, Big
Bang Theory, shows watched by demographic with people who audience
associate with or take as opinion leaders)
Jan15 Online viral campaign for advertisement with basic television to save on spendand maximize reach and interest of audience
Reason behind chosen
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Reason behind chosenchannels
Increase Reach
Increase Frequency
Minimizing ad spend
Directed marketing efforts for customers andusing trusted sources for information
Th G i I d t U t d
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The Gaming Industry UntappedPotential
Build presence in virtua-sphere throughProduct Placement in popular video games
Grand Theft Auto
Sims/Virtual worlds WHY: Increases brand awareness, Future
potential market, Brand affiliation throughvoluntary exposure
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Considerations & Closing
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Considerations & ClosingStatements
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Considerations
To build Trial Purchase:
Offer test drives in universities for graduatingstudents
Create online presence on credible/opinion leaderwebsites
Offer flexi-pay options through GM financing forapproved credit
Longer warranty periods than competition
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Considerations
To build Brand Loyalty:
Maintain highest customer satisfaction practices
Remain in touch with employees through their
products life and after Buick Prestige Membership
To build Brand Experience:
Create contact points at luxury rentals for riskaverse people to try out
Offer rental companies better deals for highestBuick rental scores
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Performance Indicators
Number of cars sold per month
Goal to increase 25% per quarter
Sales KPI Market Share Growth Rate
Growth Rate to Industry Average
Performance Measures checked on monthly,quarterly, annual basis
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Performance Indicators
Loyalty KPIs
Referral Rate of new Buicks
Members Joining Rate (Buick Prestige Membership)
Number of Shares Per Month Number of Likes per month (Facebook)
Times Buick Verona H2 searched on Google
Mentions on the Internet (via Cloud metrics)
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Question & Answer Session
Possible Problems and their
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Possible Problems and theirSolutions
Production Volume Concerns
Shares the basic chassis of Chevy Cruz
Fuel Cell Engine major cost, No major redesign or
new production costs Service/ Customer Satisfaction Concerns
May appear high cost- low return
Total brand expense, supplemented with Veranoh2
Concentrating a line of vehicle for youth will buildlonger lasting relationships with customers
Possible Problems and their
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Possible Problems and theirSolutions
Infrastructure Availability Concern
More and more states gradually adoptingtechnology
Helpful as can allow for concentrated marketingefforts spreading nationally with advent of fuellingstations
Mobile Fuelling stations in metropolitan areas
where customers commute to a central location(business district) and can refuel where they are
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