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Hummer derived in continuation from High Mobility Multipurpose Wheeled Vehicle “HMMWV” or Humvee’s as called by soldiers.
The first civilian version of white Hum-Vees were driven from London to Beijing over the rough roads of central Sovient Union.
Originally built by AM General Corporation
Created for the United States armed forces.
First model, is the Hum-Vee
In 1980 the first prototype - High Mobility Multipurpose Wheeled Vehicle was created.
First Prototype Vehicle
The first civilian High Mobility Multipurpose Wheeled Vehicle, entered the market in 1991 and soon become popular.
One of the first civilian owners of a Hummer was Arnold Schwarzenegger
In 2003, the Hummer H2 – a smaller version of the Hummer H1 – entered the market
In 2005, The Hummer was released, H3 is even smaller than the Hummer H2 and marketed as a midsized SUV
First “HMMWV ”
Hummer H1 Large truck/SUV
The first car in the Hummer Range, was the Hummer
H1 based on the High Mobility Multipurpose Wheeled
Originally released in 1992, this vehicle was designed by
American Motors ' AM General subsidiary for the U.S.
HUMMER Product Range
The Hummer H2 is the second vehicle in the Hummer range.
There are two models available: H2 SUV and H2 SUT.
It is a large truck (lighter and slightly slimmer than
the Hummer H1, while slightly longer and slightly taller)
with room for six passengers.
Class : Full-size SUV
Hummer H2 HUMMER Product Range Cont...
T he H3 is the smallest of the Hummer, H3 was introduced in 2006 and based on the concept of compact pickup trucks. H3 Hummer models is the first to be built by GM. HUMMER H3 models come in H3,H3X, H3 Alpha HUMMER Product Range Cont... Hummer H3
As of 2009, General Motors is the ninth largest
publicly traded company in the world with brands like Chevrolet, Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab.
In recent years the company has endured significant financial turmoil, including a 38 billion dollar loss in 2008
STP Profile SEGMENTATION : Hummer's target market segment cannot be very large because of the high price of the vehicle. Hummer's market segment consists of males between the ages of 25 and 44 who earn over $100,000 a year.
STP Profile TARGETING : Hummer's market is divided into four categories The realist, The discerner, The conqueror, & The adventurer
The realist considers Hummer for its practical purposes, and will therefore make use of the vehicle's off-road prowess The discerner is a connoisseur for the finer things in life, who appreciates Hummer's status, but is unlikely to go off-roading. The conqueror is a successful person who wants people to know it, who appreciates Hummer for its exclusivity and attention grabbing looks. The adventurer , who wants to take the Hummer off-road. STP Profile
STP Profile POSITIONING: Positioned as a “ Like Nothing Else ”. Hummer represents both a rediscovery and reinterpretation of what the adventurer always wanted in vehicle during a drive on rough road, water.
B 2 B : The government / military / US Army fleets.
Consumer : a civilian vehicle
Licensing agreements :
For the use of the Hummer name-with Converse to market rugged footwear and with Timex to produce a “Hummer” watch. .
In the Middle East, they have an established dealer network
Currently there are seven different civilian models available at more than 40 Hummer dealerships in the United States and 12 international distributors.
Product Strategy HUMMER’s MODIFIED AMBULANCE Its called “HUMMER Extreme Rescue Vehicle” it signalled the start of a new age for rescue services in the World. With the HUMMER’s capabilities, there is no place this vehicle cannot travel – just as a rescue service vehicle is expected to do.
HUMMER is brand that promote itself .
Radio stations, music videos, Hollywood blockbusters, famous politician , actors, sports figures and more to the HUMMER brand to promote and project an image of themselves. So HUMMER gets its fair of free publicity.
Hummer exceptionally powerful advertising and most awarded advertising in the world, become synonymous with the HUMMER name and are creating a brand that is truly Like Nothing Else.
HUMMER choose the South Africa national rugby player as brand ambassadorships.
HUMMER thinks one star performer deserves another – this much the nation expects and accepts. HUMMER’s outstanding performance on and off the road is a worthy match for Burger’s spectacular sportsmanship.
Schalk Burger HUMMER Brand Ambasador
HUMMER brings you its fashion apparel and accessories that will further entrench this identity.
Every piece of genuine HUMMER apparel and accessory is built for a distinct purpose and represents the same extreme durability and bold style as the vehicle whose name it bears.
The HUMMER collection offers all the unique versatility and functionality you have come to expect from the brand.
HUMMER Clothing Fashion with attitude
ADD Communication & Advt. Strategy
Communication & Advt. Strategy Communicates the brand message through advertising, sponsorships, in-store environment and on-line experience.
Communication & Advt. Strategy Giving Customer to Build the Vehicle according to their choice
Communication & Advt. Strategy To boost this image, General Motors also sponsors the athletes for Olympic
Communication & Advt. Strategy Promotion strategy for the Hummer at Auto Show
Communication & Advt. Strategy Promotion strategy for the Hummer H3T sport utility vehicle