GM: Downsizing The Hummer
Q Number 1
Gm hired a marketing firm, Modernista, to develop the estimated $3 million campaign.
The Moderista campaign using the tagline “Hummer like nothing else” placements in the
Wall Street Journal, Barron’s Spin, Business week,Cigar Aficionado, and Esquire using
four different headlines:
“How did my soul get way out here”
“What good is the world at your finger-tips if you never actually touch it”
“ You can get fresh air lots of places , but this is the very good stuff ”
“ Out here you’re nothing else “
Ad campaign that featured a well dressed women driving the H2 through an Urban
business district. The ad concluded with the line “ threaten men in a new way”
A later ad version a young boy won the downhill race by going off road and cutting
across the paved, zig zagged race course to edge out the typical race cars at the end.
The Hummer says that Hummer is a tough and off road car but give you high
performance on-road as well and let you feel luxury and comfort.
Now the General Motor’s target market is Ladies of corporate sector, Young generation,
and also those people who monthly earns $125,000-$200,000 age group 42 for H1 and
50 for H2.
Q Number 2
The GM offered the Hummer H1 and H2 for civilians and designed the car for Multi-
purpose 6.5 V8 Turbo Engine, can go through 30cm deepess of water, Navigation system
an other features. While AM General is manufacturer of original Hummer which name is
Humvee it was specially designed for US Army they have contract with US Army.
Q Number 3
The GM positioned H2 in the luxury cars by showing their model to the Auto Analysts.
The Auto Analysts said it’s drive is smooth if you wants a luxury car so you can go for
Hummer H2 we had test it.
Q Number 4
Following are the reasons:
Hummer is a luxury car it’s very smooth drive.
Entertainment because Hummer have got Bose sound system, 6 disks changer,
Dvd, Lcd screens, and Navigation system.
Hummer is for fun.
The Hummer is a big brand now ‘so many people purchase for show off.
The tagline “Hummer like nothing else” pull them up to purchase The Hummer.
Q Number 5
I would make these for H3
Segment ------ Industrialist
Target ------ CEO, CFO, GM and Mds
Positioning---- On road, Off road
A new tagline
“ Seems rigid , feel comfort ”
The upper upper class will purchase H2 obviously, H3 is manufactured for mass
marketing for the upper middle class.H3 is approximately equalent to the H2 except
features, size ,and engine capacity.
I will recommend to open the authorized show rooms of Hummer in Asia because here is
a large number of Industrialists and Businessmen they are the potential cutomers.
Q Number 6
H3 Tutorial center (for awareness about Hummer).
Presentations to Businessmen on seminars.
A stall for Hummer at industrialist’s expo, free interior demo by a young beautiful
Promotions through different modes of media
Times Magazine, Business Week, Forbes Magazine, Arorah Magazine, Cigar
Afcionado, Wall Street Journal, and Esquire
Advertising on TV Channels like CNN, BBC, FOX NEWS,
DISOVERY,AND NATIONAL GEOGRAPHIC
Billboards in Business Districts, Posh areas, Highways, Motorways.
INSTITUTE OF BUSINESS & TECHNOLOGY
PRINCIPLES OF MARKETING
GM: DOWNSIZING THE HUMMER
SUBMITTED TO: SIR HAMMAD TAHIR
SUBMITTED BY: M.BURHAN SIDDIQUE