On star ppt 3


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On star ppt 3

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