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On star ppt 3 On star ppt 3 Presentation Transcript

  • OnStar Rearview Mirror
    A MARKETING PLAN
    Acharya, Green, Kas-Osoka, Rondez, Tran and TurnerMarketing Strategy 571
    02/10/11
    Special Guest: Kathy Klotz
    WAPA09
  • OnStar
  • Roadmap
    View slide
  • WAPA09
    Mission
    To keep you safely connected in ways you never thought could be possible driving an non-General Motors cars.
    View slide
  • Product Description
    OnStar Rear-view Mirror
    Traffic Update:
    Will provide live traffic updates
    Accidents
    Weather-related issues
    Slowdown spots
    Will suggest alternative route
    Weather:
    Will provide live weather updates
    Direction
    Within a 100 miles
    Wind speed
    Possibility of rain or storm
    Snow fall
  • Targeting Market
    Families
    Safety
    Efficiency
    Stability
    Brand growth
    Young Adults New Drivers
    Aware of surroundings Expansion
    Economic and Social Value
    Big cities like Shanghai
  • Market Needs
    United States
    Continued consistency
    New Technology
    capabilities
    Easier use
    Provide consumers with
    centralized support
    Give weather and traffic
    updates in an instant
    China
    Tremendous success as an upscale marque
    Change in public perception
    Information-gathering ability
    Use of new tech factors such as smart phone capabilities
  • Strengths
    Strong GM brand name
    Excellent reputation
    Safety 1st
    Connections
    Globally in 32 countries
    Weaknesses
    Weak GM brand name
    Lack of patent protection
    Lack of customer’s connections
    Innovation of new product
    Opportunities
    New technology
    Selling product international
    Adding safety to the road
    Threats
    Consumer not adapting
    Blue Link technology
    Changes in regulations
    Cost of plans and services
  • Competition
    Hyundai’s Blue Link Systems
    For low and mid-range customers
    Telematics system for safety
    One-on-one assistance
    Entertainment
    Charges between $100 annually
    GM OnStar Rear-view Mirror
    For low and mid-range customers
    Telematics system for safety
    One-on-one assistance
    Charges between $200 to $300 yearly
    Operates Global Positioning System (GPS)
  • Marketing objectives
    Motto “Safety, Security and Communication”.
    Rear view-mirror in the US and China.
    Lunch as a new product( add in).
    • Traffic Update and Weather bottom.
    Inter into the international market with new product.
    • China-Beijing
    Identify the target markets and Buyer motivation points
    • Younger generation
  • Marketing Strategy
    SWOT analysis
    Sell Rear view to Non GM cars also.
    Find local business partners at China.
    China’s Monetary policy for microeconomic management.
    Follow the 5 M’s
    Mission, Money, Message, Media and Measurement.
    • price stability, full employment, international balance of payments, and growth
    Communication plan
    • personal selling, events and experiences, sales promotion, advertising, public relations and publicity, and direct marketing
  • Pricing
    United States
    • Service Only
    • Direction and Connection
    $75/Year or $7/Month
    • $50- Rear view Mirror
    • Service Only
    • Safe and Sound
    $199?year or $18.95/Month
    • Direction and Connection
    $299/Year or $28.90/Month
    • $ 299 –Rear view Mirror
    China
  • OnStar Pro-forma in the U.S.
  • OnStar Pro-forma in the U.S.
  • OnStar Pro-forma in the U.S.
  • OnStar Pro-forma in China
  • OnStar China
  • Market Research Plan
    Population
    China – 1,331,460
    U.S. – 310,788,625
    Trend
    35 cars per 1,000 people in China
    850 cars per 1,000 people in the U.S.
  • Market Share
    • China – 14.7%
    • U.S. – 18%
    Culture
    China: Aspirations focused
    to own a car
    U.S.: Necessity in daily life
  • Questions ?
    WAPA09