Chevrolet Volt

MKTG 501/551Marketing Management

B2C Product - Chevrolet Volt

Anna FedotkinaBirkan IcacanCihan Gursoy

Eser YohayM. Hakan Çakmakci

Chevrolet Volt

IntroductionChevrolet Volt

◦electric car◦runs independently

from gasoline◦first entering

automobile in the market

Chevrolet Volt

Consumer BehaviorFacts:

◦Most of the people in Turkey drive cars

◦Most of them aren’t using hybrid or electric cars

◦They pay a large amount of money for gas regularly

Perception of electric cars:◦Luxury◦Not reliable

Chevrolet Volt

CompetitionTraditional cars:

◦Gasoline cars◦LPG cars◦Diesel cars

Hybrid carsPotential electric cars

Chevrolet Volt

Strengths Weaknesses

Being Innovative & Expectations Competition from Gasoline Vehicles

No Competition Low Top Speed

Economic to Drive Small Driving Range

Environment Friendly Low Consumer Awareness

Successful in Export Markets The Technology Surrounding EVs

Easy to Drive High Price

Easy to Park Small Size

Opportunities Threats

Growing Demand of Green Technologies Entry of Competitors

Governments Incentives to EVs Availability of Hybrid Vehicles

Huge Untapped EV Market Various Rumors

Rising Fuel Costs Government Incentives to Gasoline Vehicles

Chevrolet Volt

Segmentation

Age

18-25

26-40

41+

Chevrolet Volt

Targeting

Age

18-25

26-40

41+

Chevrolet Volt

PositioningMotto: Smooth driving

experience with lowest fuel expenditure

Chevrolet Volt

Differentiation

Chevrolet Volt

Fuel Consumption Efficency

Reliability

Chevrolet Volt

Product

Potential

Core Benefit

Chevrolet Volt

Price

3 main product lines

Prime

Comfort

Exclusive

Chevrolet Volt

PromotionActs:

◦Billboards on gas station exits: “Tired of paying for gas? Switch to Chevrolet Volt and start

to save!”

◦Competition on the website: “What can you do with the monthly fuel expenditure?”

PR: ◦Newspapers, magazines, Internet blogs and

TV newsTV and Radio AdvertisementsSocial Media: + High VOLTage Test Drive Days

Chevrolet Volt

Place

Futuristic Showrooms:◦Where mid-level people live◦E.g. Caddebostan, Kadiköy, Beşiktaş,

Mecidiyeköy

Chevrolet Volt

Chevrolet Volt

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