chevrolet camaro
DESCRIPTION
Marketing ppt on Chevy CamaroTRANSCRIPT
Company Profile
• Chevrolet came to India in 1928. An office was set up in Bombay with an assembly plant constructed in Sewree.
• General Motors was the first automobile company to open an assembly plant in India.
• In 1952-53 the ‘socialist’ Indian Government forced General Motors India to shut shop, along with other foreign car companies
• However in 2003 Chevrolet Sales India Private Limited was established and the Chevrolet brand was re-launched in India.
• It replaced Opel as the only brand offering by General Motors India Private Limited assembly plant in India.
• Since then the company has been introducing new products
• Current market Share of CSIPL is 3 %
Current Product line
• Chevrolet Spark
• Chevrolet Beat
• Chevrolet Beat Diesel
• Chevrolet Sail U-VA
• Chevrolet Sail
• Chevrolet Cruze
• Chevrolet Tavera
• Chevrolet Captiva
• Chevrolet Captiva
• Chevrolet Enjoy
Reasons for introducing product• No product in the midsize sports/Muscle car segment
• Established distribution channels
• Youngest youth segment – average age – 25.
65% population below 35
• Growing upper middle class and upper class segment
• 1st movers advantage
• Increase market share and change brand image
S.T.P
Segmentation Targeting
Positioning
Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral
Geographic
• Only focus on the major cities initially .Gauge response and expand.
• Delhi, Mumbai , Kolkata ,Chennai, Gujarat and Bangalore
Demographic• Age NA(18-30 , 40-50)
• Sex Male
• Income Upper Middle and higher Income groups
• Family Size Single , Small,
• Family Life Cycle Initial/midlife
• Special Community Auto Clubs
• Others NA
Psychographic
• Social class
– Upper middle class and above
• Life style
– Aspirer – Explorer – Succeeder– Reformer
Behavioral
• User status :1st time users
• Loyalty status :Soft core loyalist or
Switchers• Readiness stage :Partially ready
• Benefits Sought :Speed and Sporty/Muscle car Image
Targeting
Concentrated Marketing
• Focus : Mid level muscle/sports car segment –Niche
• Appeal : Only muscle car in the market. Moderate pricing, Sporty looks, Performance and power. VFM
• Rely on : Cult Following for Camaro™ , 1st movers advantage , VFM
Positioning
• Muscle/Sports Car
• Speed and performance
• Reliable
• Mid Segment Pricing
Marketing Mix
Product
PricePromotion
Place
ProductChevrolet Camaro Coupe
Chevrolet Camaro Convertible
Performance And Efficiency
This isn’t just any V6. It’s a dual overhead cam 3.6L V6 engine that combines Direct Injection and Variable Valve Timing to deliver the power you hunger for, without all the thirst. Here, you get the rush of 323 horsepower and the freedom of 15 KM/L on the highway
Color Head-Up DisplayThe HUD presents performance data without requiring the driver to look away from the usual viewpoint.
The Central Console
Features
Mobile Apps Wireless Technology
OnStar® Turn-by-Turn Navigation SiriusXM Satellite Radio
Boston Acoustics Remote Start
Safety
BeforeStandard on every Camaro, antilock brakes and the StabiliTrak Electronic Stability Control System with Traction Control help keep you in control during emergency maneuvers
DuringIn the event of a collision, six standard air bags help protect heads, and chests. The ultra-strength steel safety cage helps keep everyone in the vehicle safe
AfterOnStar Automatic Crash Response, standard for the first six months on all Camaro models, you can be automatically connected to emergency assistance if a crash occurs — whether or not the air bags deploy.
Pricing
• Chevrolet Camaro Coupe – Base Price 27 lks
• Chevrolet Camaro Convertible– Base Price 33 lks
• Price quality strategy -High to Medium value
Promotions
• Use of teasers on billboards, Pre launch to create an initial buzz.
• Ads on billboards
• News paper ads
• Ads on YouTube and social media marketing
• Tie up with major malls and cinemas to have a display car in their premises.
Promotions
Leave Behind the ordinary.
• Pre release test drives and bookings for existing base of Chevrolet customers
• Camaro test Drive challenge on buddha race course and free ways to experience the magic
• Loyalty exchange
schemes
It’s Addictive.
Game Over.
Experience Life in a Blur.
Time to make the Donuts
Place
• Initial deployment would be in Mumbai, Delhi, Chennai, Hyderabad and Bangalore
• As of 2013, CSIPL currently has 266 dealerships and more than 246 service centers in almost 200 cities across India
Thank You
Imad Sirkhot - 32