This document provides an overview of the history and product range of Hummer vehicles. It discusses how the Hummer brand originated from the military Humvee vehicle. It outlines the various Hummer models introduced over time, from the original H1 to the smaller H2 and H3. The document also discusses GM's segmentation, targeting, positioning and marketing strategies for the different Hummer models. Recommendations are provided around segmenting, targeting and positioning the H3 model, as well as other marketing recommendations.

1. PRESTIGE INSTITUTE OF MANAGEMENT
AND RESEARCH
Marketing Management
Presentation on

2. •Hummer derived in continuation from
High Mobility Multipurpose Wheeled
Vehicle “HMMWV” or Humvee’s as
called by soldiers.
•The first civilian version of white
Hum-vees were driven from London to
Beijing over the rough roads of
central Soviet Union.
Introduction

3. History
Originally built by AM
General Corporation
Created for the United
States armed forces.
First model, was the Hum-
Vee
In 1980 the first prototype -
High Mobility Multipurpose
Wheeled Vehicle was created.
First Prototype Vehicle

4. History Cont…
The first civilian High Mobility Multipurpose
Wheeled Vehicle, entered the market in 1991
and soon become popular.
One of the first civilian owners of a Hummer
was Arnold Schwarzenegger
In 2003, the Hummer H2 – a smaller version of
the Hummer H1 – entered the market
In 2005, The Hummer was released, H3 is even
smaller than the Hummer H2 and marketed as a
midsized SUV First “HMMWV”

5. Hummer H1
Large truck/SUV
The first car in the Hummer Range, was the Hummer
H1 based on the High Mobility Multipurpose Wheeled
Vehicle (Hum-Vee).
Originally released in 1992, this vehicle was designed by
American Motors' AM General subsidiary for the U.S.
Military.
HUMMER Product Range

6. The Hummer H2 is the second vehicle in the Hummer range.
There are two models available: H2 SUV and H2 SUT.
It is a large truck (lighter and slightly slimmer than
the Hummer H1, while slightly longer and slightly taller)
with room for six passengers.
Hummer H2
HUMMER Product
Range

7. The H3 is the smallest of the
Hummer.
H3 was introduced in 2006 and
based on the concept of compact
pickup trucks.
H3 Hummer models is the first to
be built by GM.
HUMMER H3 models come in
H3,H3X, H3 Alpha
HUMMER Product
Range
Hummer H3

8. STRENGTH
Strong
vehicle
Of-road
vehicle as
well as drive
up steep
hills
Central tyre
inflation
system
Strong
marketing
outdoor and
public
relations
Providing
customized
facility
Successful
campaign
Driving
class facility

9. WEAKNESS
Consume more
fuel than other
vehicle
Hummers
are too
much
expensive
not easily
affordable
People see
them as
military
vehicle
They are
heavy
They take a
lot of space
in parking
area

10. OPPORTUNITY
Growth in SUVs
sector
Fast growth
in technology
Growth in
population
Demand in
different
segmentation
variables
Good
reputation
and its fast
positioning

11. THREAT
Hummer
produces
greenhouse
gas
emissions
Damage
the
environm
ent
Heavy
weight

13. How has gm used the major
segmentation variables for
consumer markets in segmenting
the SUVs market?

14. Gm used several segments for consumer
market :-
Geographic Segmentation :
• Many world region such as India, North
America, Western Europe, Middle East and
Mexico.
Demographic segmentation :
• Target customers are begin from age
group:
25 years and above
Both males and female
Young, married , single
Psychographic segmentation :
• Social class
• Lifestyle

15. What target market decisions
has gm made in selecting targets
for the hummer H2?
How are those decisions different
from AM general ‘s target for the
original hummer?

16. In selecting target market for the H2:
•H2 is introduced in SUVs market
•H2 is smaller than its past model based on
SUVs design
•H2 have more sitting capacity i.e. more than 5
people
•H2 cost 2/3 as much as big H1 model
•Gm focus on wealthy baby boomers and
successful achievers
•H2 compete successfully with other brands
•GM hired a marketing firm a modernista that
made a campaign
•New manufacturing facility and hired new
management for program

17. How has GM attempted to
position the H2?

18. GM attempted to position the H2 by-
•Introducing the H2 as sports utility vehicle in
the market
•H2 is smaller and narrower than H1 with 5
sitting capacity
•H2 promises what hummer calls more featured
“comforts”
•It cost about 2/3 of h1 models
•H2 is design for youth
•A campaign in mid 2001 using a tagline
“Hummer like nothing else”
•TV adds threaten men in a new way
•Newspaper adds

19. Why do you think some
consumer will pay $40000 or
more for an off-road vehicle
that 90% of them will never
take off road ?

20. There are two distinct group of
people who are ready to pay even
more for of-road vehicles:-
•In first category:
Those who use it for practical
purposes
•In other category:
•Those who drive for status symbol

21. What segmentation ,
targeting and positioning
recommendations would you
make to gm for the h3?

22. My recommendation to gm are that :
•For Segmentation : Industrialist
•For Targeting : CEO,CFO, General
Manager
•For Positioning : Off-road , On-road
• H3 marketing for the upper middle class
•H3 is approx Equalent to h2 except
features ,size and engine capacity
•For h3 new showrooms should built
because here large number of industrialist
are potential consumers

23. What other marketing
recommendations would you
make?

24. Product
H3 should be designed as smaller as other SUVs
It should have more features and less fuel
consumption than others
It should offer after sale service around the world
 Price
H3 price should be lower than other
It should offer credit ,discount and other allowance
facility
Promotion
Gm should make public relation and should go for
direct marketing
Place
Gm should expand around the world and maintain its
distribution channel
I would make following recommendations-

25. •Hummer had been established as he-men
imaginary and launching of new vehicle H4
and already launched vehicle H3 as same
brand which have smaller in size and lower
price vehicle may affect the existence brand.
•If company want to launch new vehicle they
should go for new segmentation.