how chevorlet company make ads differ according to product and targeted segment

1. Consumer behavior project

3. Prepared by:
1- Ahmed Mohamed Abd Elhalem
2- Ahmed Medhat Mohamed
3- Ahmed Emad Abd Elfattah
4- Mohmed Ahmed Gamal
5- Sherif Ali Ibrahem

4. • Chevrolet is an automobile division
of the American manufacturer
General Motors (GM)
About CHEVROLET:
• Its agent in Egypt is
Mansour Group

5. Products:
a- Pick-ups
b- Cars
- aveo
- Optra
- Cruze
About CHEVROLET:

6. Sample Of Ads used
About CHEVROLET:

7. Pick-ups
00:45s
Sample of ads:

8. Aveo
00:45s
Sample of ads:

9. Optra
01:39s
Sample of ads:

10. Cruze
00:43s
Sample of ads:

11. Project:

12. 1- Personal Factors
a) Internal Influences:

13. 1- Age
2- Income
3- Occupation
4- Life style
a) :personal factors

14. Personal factor
 Age 25 up to 50 year
 Income 8000 to 10000
 Occupation drivers
 Life style Go to cafe, traveling
all the time during work
Pick ups

15. Personal factor
 Age 20 to 30 year
 Income 5000 to 8000
 Occupation junior employee and fresh graduated
 Life style play sports , go cinema fishing ,
go out with his friends
Aveo

16. Personal factor
 Age 30 to 40 year
 Income 8000 to 12000
 Occupation senior manager, private business
 Life style love weekly vacation with family ,
make shopping from hypermarkets
Optra

17. Personal factor
 Age 35 to 45 year
 Income 20000 to 30000 per month
 Occupation young business man, managers,
Well structured private business owner
 Life style love traveling in vacation , luxury
and brand seeking
Cruze

18. 2- Psychological factors
a) Internal Influences:

19. 1- Motivation
2- Perception
3- Learning
4-Beliefs &attitude
2- psychological Factors:

20. Motivation
Unsatisfied Need
Tension
Drive
Action
Satisfaction
1- Motivation:

21. There are different tensions in the campaign:
Pick up cars:
to own a durable car to achieve more profit
(‫باظت‬ ‫حيلتي‬ ‫اللي‬ ‫العربية‬)
Need & Tension

22. Aveo:
opportunity to success in all life aspects
Optra:
family and dependent car
Cruze:
We noticed that uniqueness behavior
(I am different)
opportunity for luxury
Need & Tension

23. Pick up cars
Need to return to homeostasis to the
ideal state (drive theory)
Motivation Theory

24. aveo
Expectancy theory (Desire to success)
Optra
Expectancy theory opportunity for more
comfortable car (A family convenient car)
Cruze
expectancy theory opportunity for luxury life
(A car for self esteem “Ego”)
Motivation Theory

25. They used different appeals according to
each segment
Pick up cars:
functional (utilitarian)+
fear appeal
‫حديد‬ ‫والقوة‬ ‫شديد‬ ‫العزم‬
Motivation Appeal

26. Aveo:
Hedonic
I aveo
Optra:
(A Elsaka) Humor appeal
How to make the advertise to Optra
Motivation Appeal

27. Cruze:
Humor appeal
‫غير‬‫حياتى‬‫ف‬‫مفيش‬
‫ز‬‫و‬‫كر‬‫و‬‫شغلى‬
‫اسمك‬ ‫ى‬‫تغير‬‫ينفع‬
Motivation Appeal

28. Motivation
Pick up:
Car movement at
the end of ad
Aveo:
At the end of ad (I will buy it )
Action:

29. Is the process by which
sensations are selected,
organized and
interpreted
2- perception:

30. Pick up ad
- Vision and sound
The used upper Egypt citizens in celebration with high
and rapid sound effects using fires and dancing
Attention :
Stimulus selection factors using novelty by engaging the
message of ‫الخوف‬ ‫من‬ ‫شئ‬ ‫فيلم‬ ‫مع‬ ‫باظت‬ ‫حيلتى‬ ‫اللي‬ ‫العربية‬
and they use d repetition strategy in many Tv channels
to get more attention
2- perception:

31. perception
-Interpretation:
Message delivered by the slogan
‫حديد‬ ‫والقوة‬ ‫شديد‬ ‫العزم‬
And the target market will interpret that
Chevrolet pick up will increase his income
2- perception:

32. Aveo Ad
Exposure:
- Intended by the (red car) with using funny and
lovely music for this hedonic need
- By using youth with
formal clothing
(ambitious)
2- perception:

33. Aveo Ad
Attention :
using stimulus selection as
- Red Color of the car
- Pink color for the girl
- Novelty (I aveo) instead of I love you
Interpretation :
Target market will interpret achieving their goals
engaged with the buying decision of AVEO
2- perception:

34. Perception
We noticed that marketer avoid adaptation by:
1-intenisty :convenient &brilliant colors and music
2-duration :average add time about 45 seconds
3-discrimination :simple and brilliant ideas
4-exposure : not repeated a lot
5-relevence : using slogans relevant to the add and
the target market e.g.
In English: I aveo
In Arabic: ‫حديد‬ ‫والقوة‬ ‫شديد‬ ‫العزم‬
2- perception:

35. Relatively permanent change in
behavior caused by experience
3- Learning:

36. Pick up ad:
Instrumental conditioning learning (Operant)
“Punishment” when you buy another car
than Chevrolet you will
punished by spending
your money in
maintenance & repairing
3- Learning:

37. Aveo ad
Observational learning When you buy aveo you
will succeed in your
social and practical life
3- Learning:

38. In all campaign items:
Stimulus generalization
(family branding )
By using
the slogan of
‫امينة‬ ‫ايد‬ ‫فى‬ ‫انت‬
3- Learning:

39. Standard learning hierarchy:
4- Beliefs & Attitude:

40. Standard learning hierarchy:
- Consumer forms believes about the product by
accumulating knowledge (beliefs) regarding to attributes
- Next the consumer evaluate these beliefs and forms
feeling about the product (Affect)
- Finally consumer engage in relevant behavior (buying the
product)
And this implemented by information providing about
some of the features about the product.
4- Beliefs & Attitude:

41. Using LIKING strategy to change attitudes
of consumers
By using public figures convenient to the target
market of each advertising e.g.
Bayomy Fouad For Pick up
Ahmed Ezz For Cruze (luxury)
A Helmy & his wife For Optra (family car)
4- Beliefs & Attitude:

42. 1- Culture Factors
2- Social Factors
b) External Factors

43. 1- Culture Factors
a) Culture
b) Sub-culture
c) Social class
1- culture factor:

44. a) Culture
We’ll notice in Chevrolet ads :
- Are designed in Egypt environment
- Choosing Egyptian actors
- Speaking language is Arabic
- Choice of the general slogan
“ ”‫امينة‬ ‫ايد‬ ‫في‬ ‫انت‬ due to the weakness of the
Consumer Protection Agency in Egypt.
- Saying ”‫بالملي‬ ‫مصر‬ ‫على‬ ‫متفصلة‬“
a) Culture:

45. b) Sub-culture
What’s sub-culture?
-A subculture is a group whose members
share beliefs and common experiences that
set them apart from others
b) Sub-Culture :

46. b) Sub-culture
We all belong to many subcultures
depending on our:
- Age,
- Race,
- Gender
- Place of residence.
b) Sub-Culture :

47. 2- Age
we noticed that actors in the ads are:
-young adults in Aveo ads
- middle adult in other categories
Age:

48. 1- Racial
we noticed that actors in the ads are Caucasian and
that’s a mix between black and white people
Also we noticed that in pick-up ads he used
slight black people and in private cars ads he used
slight white people
Race:

49. 3- Gender
-Pick-up ads
Male only
- Car ads
Both male and female
Gender:

50. 4- Place Of Resident
- Pick-up ads
Agriculture Regions
- Car ads
Town Regions
Place of resident:

51. c) Social class
Chevrolet target different levels of
social classes due to the different
categories of products
c) Social Class:

52. This category are targeting upper low class and
that is appeared in the type of actors used in the
ads in addition to the type of music used and the
message language used
Pick-Ups:

53. Aveo ads
-Social class
low income middle class
- Actors
young normal actors
- Message used
‫فقط‬ ‫للطموحين‬
Aveo:

54. Optra ads
- Social class
middle middle
- Actors
Actors near middle class
-message used
‫مريحة‬ ‫واسعة‬ ‫قوية‬
Optra:

55. Cruze ads
- Social class
upper middle
- Actors
handsome actor
- Message used
focusing in luxury
Cruze:

56. 2- Social Factors
b) External Factors

57. 2- Social Factors:
a- Family
b- Reference group
c- Role and status

58. a- Family:
-Is a group of two or more people related by birth,
marriage, or adaption and residing together
-It is the most important reference group and the
most basic consumption unit for most consumer
goods
- There are different roles in the family decision
making process
- (influencer, gate keepers, decision makers, buyer
& end user)

59. a- Family:
- Family relationship
appeared in Aveo and
Optra ads
and it’s appeared in
A helmy and Mona Zaki
and how they was fight
to take the car

60. b- Reference Group:
Could be very small or very large including
a few of family members or few close
friends. Reference influence people a lot
in their buying decisions

61. b- Reference Groups:
-Reference groups appeared clearly in
Pick-up ad when actor friends said to him
especially one with
authority preference
‫قلنـاله‬
‫الدبابة‬ ‫شيفروليه‬ ‫هات‬

62. c- Role and Status:
People who belong to different
organizations, groups or club members,
families play roles and have a status to
maintain. These roles and status that they
have to maintain also influences
consumer behavior as they decide to
spend accordingly

63. c- Role and status:
This appeared clearly in Cruze ads which show
the behavior of a successful man dating
beautiful lady and how people look at
him
‫مفيش‬‫في‬‫حياتى‬
‫كروز‬ ‫و‬ ‫شغلى‬ ‫غير‬

64. c- Role and status:
Also it appeared clearly in Aveo ads which
show the succeeded employee and how he
make a relation between success
and the car
‫المثالي‬ ‫الموظف‬

65. In Pick-up Ad:
- Directed for customers using pick ups in
their daily work
- The reference group is consumer action group
appeal : common man like
them use a car
Status :- upper lower class
live in agriculture
& industrial areas
- low income

66. In Aveo Ad:
- Directed for young ambitious consumers
- Normative reference group
- Appeal: common man like them use the
car want to be liked
- Status: lower middle class
young males and
females looking for
the future with
suitable income

67. In Optra Ad:
-Directed for family Household
(Young married couples
(Ahmed Helmy & Mona Zaki
-In direct reference group
- Consumer action group
- Want to be like (idols)
- Celebrities appeal
- Middle class consumers
- Semi high income

68. In Cruze Ad:
- Directed for young successful men
- In direct reference group idol
(Ahmed Ezz)
- Normative reference group
- Celebrities appeal
- For consumers looking for
luxury life style
- Status: upper middle class
with high income

69. Thank you