Marketing ppt on Chevy Camaro

2. 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

3. • 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 %

4. 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

5. 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

6. S.T.P
Segmentation
Targeting
Positioning

7. Segmentation
• Geographic
• Demographic
• Psychographic
• Behavioral

8. Geographic
• Only focus on the major cities initially .Gauge
response and expand.
• Delhi, Mumbai , Kolkata ,Chennai, Gujarat and
Bangalore

9. 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

10. Psychographic
• Social class
– Upper middle class and above
• Life style
– Aspirer
– Explorer
– Succeeder
– Reformer

11. 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

12. 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

13. Positioning
• Muscle/Sports Car
• Speed and performance
• Reliable
• Mid Segment Pricing

14. Marketing
Mix
Product
Price
Promotion
Place

15. ProductChevrolet Camaro Coupe

16. Chevrolet Camaro Convertible

17. 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

20. Color Head-Up Display
The HUD presents performance data without
requiring the driver to look away from the
usual viewpoint.
The Central Console

21. Features
Mobile Apps Wireless Technology
OnStar® Turn-by-Turn Navigation SiriusXM Satellite Radio
Boston Acoustics Remote Start

22. Safety
Before
Standard on every Camaro, antilock brakes and
the StabiliTrak Electronic Stability Control
System with Traction Control help keep you in
control during emergency maneuvers
During
In 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
After
OnStar 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.

23. Pricing
• Chevrolet Camaro Coupe
– Base Price 27 lks
• Chevrolet Camaro Convertible
– Base Price 33 lks
• Price quality strategy -High to Medium value

24. 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.

25. 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

27. It’s Addictive.

28. Game Over.

29. Experience Life in a Blur.

30. Time to make the Donuts

31. 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

32. Thank You
Imad Sirkhot - 32