2. American multinational
automotive, concept of “a car for every
headquartered in
Detroit, Michigan- purse and purpose” -strategy
World's largest during the 1920s
automaker, by vehicle
unit sales, in 2011
GM today is known as a brand
GM employs 2,02,000 „Re-Inventing‟ itself, innovative,
people and does exciting and persistent.
business in some 157
countries
3. Brand Portfolio
Strongest Brand
Present in all segments
Value Driven
Luxury Car Brand
Stylish and Performance
Crossover/SUV Car Brand
GM Brand valued at
US $ 3,888 Million and ranks 270 in Global 500 list.
US $ 1,884 Million in 2009 and ranked 356 on the list of Global 500 brands
4. SEGMENTATION TARGETTING
-whole market is single -Upper, middle and lower
market class group
-design the strategy -sells the products to
according to the Income, customers according to
Age, Family, occupation the need and income
POSITIONING
-Change time to time by
the Upper management
- It’s always according to
customer’s requirement.
5. Individual Brand
GM Name Not the GM brand
appeal to different
association with But the „Name –
clientele with the
„Government Motors‟ Plates‟
same logo
Distance from the May be, that brand
parent company change will help
gives the spun-off change the company‟s
brand a better highly bureaucratic
stand-alone chance corporate culture.
6. Followed the new Mantra of “RE-
INVENT” (EN-V, Premium Small Cars)
Fewer but stronger brands: Chevrolet,
Buick, Cadillac and GMC
New energy solutions, new designs, new
technologies
“A New GM” Campaign”
Introduced Chevrolet Volt (all electric car).
Research still going on over new variants.
Introduced Chevrolet Volt (electric car). Research still going
on over new variants
Research in Bio Fuel and Flexible fuels.
7. • GM wants to be a company all Americans can be proud of.
• Exceed expectations of people
• Designing, building and selling the best cars in the world through investment in
R&D.
• Unmatched quality, technology and fuel designs for tomorrow‟s world
• Invite everyone to look at “THE NEW GM”.
8. Brand Elements
• Brand Names: Chevrolet, Buick, GMC and Cadillac.
• URLs: gm.com, chevrolet.com, buick.com, gmc.com and
cadillac.com
9. Brand LOGOS
Brand Logo Meaning and Role in Brand Building
Also known as Mark of Excellence
GM Dropped use in websites and cars after reorganization in 2009 to focus on
four core brands.
Inspired from the Swiss Cross
Also known as Chevy Bowtie
Chevrolet
The yellowish golden colour creates a feeling of relaxation, optimism and
sportsmanship
Rooted in the ancestral Coat of Arms of the founder’s family
Buick
Keeps alive the memories of the founder
Used the verbal acronym for the company name
GMC The font gives a very strong image to the major line of mini trucks
Red colour used shows vitality
The logo is loosely based on the family crest of the namesake
New logo based on the philosophy of Art and Science
Cadillac Refreshing design with clean looking lines and an uncluttered appearance
which reflects their latest styling studies
10. Brand Elements
• Brand Personality: Trustworthy,
intelligent, pragmatic, friendly
and full of vitality.
• In India, Chevrolet is building up
a brand personality of Frugal,
Smart, Up to date and modern
car brand.
• Slogans:
• Aveo U-VA: Incredibly Spacious
• Captiva: Choose Your Turf
• Spark: Full of Life
• Beat: Drive Khulke
11. Analyzing the Print Media
Chevrolet- VOLT
• An electric car with
capabilities of a
traditional gas vehicle
• Sophistication and
Pride in being the first
of its social group to
take part in the latest
trend, or start one of
their own.
12. Analyzing the Print Media
• People who promoted
individualism and is
thought of as a cultural
trendsetter
• The first of its kind,
Advanced and
innovative
• Members of society
who take charge and
lead in setting social
and product standards.
13. Brand Potential &
Future Opportunities
• Targeting New Segments:
Electric Vehicles
• New Technology: Hydrogen
Fuel Cells
• Windows of Opportunity:
Rich interaction with
environment
• Personal Urban
Mobility and
Accessibility
14. Future Opportunities
in India
• Investing over $200 million in a third plant in India
• Devoted to manufacturing engines, transmissions and
drive trains.
• Planned to spread their markets to the small towns and
cities
• Sales share from small cities and towns is expected to rise
upto 70 per cent
• Planning to introduce three light commercial vehicles
and two passenger car vehicles by 2014.
