GENERAL MOTORSPresented By : Submitted to: MR. NIKHIL SHAH

MARKETING:CHANDRASHEKHAR RAVAL

DEEPARTMENT OF BUSINESS AND INDUSTRIAL MNGT.SURAT

De-licensing in 1991 has put the Indian automobile industry

on a new growth track, attracting foreign auto giants to set

up their production facilities in the country to take

advantage of various benefits it offers.

This took the Indian automobile production from 5.3 Million

Units in 2001-02 to 10.8 Million Units in 2008-09.

In 2008-09, the Indian automotive industry provided direct

employment to more than 300,000 people, exported auto

component worth around US$ 2.87 Billion, and contributed

5% to the GDP

INDIAN FOUR WHEELER INDUSTRY

INDIAN 4 WHEELER INDUSTRY

Launched On Model Rate (Rs. In Lakhs)

Competitor

2003 Chevrolet Optra 7.81-10.29Honda Civic,Skoda Octavia,

Maruti Verna

2004 Chevrolet Tavera 7.66-9.4Toyota Innova,Tata Safari,

Mahendra Scorpio

2006 Chevrolet Aveo 5.99-7.05Honda City,

Maruti Swift Dzire, Ford Fiesta

2006 Chevrolet Aveo U-va 3.8-4.25Maruti Swift,

Skoda Fabia, Hyundai I20

2007 Chevrolet Spark 3.09-3.70Maruti WagonR, Tata Indica,

Maruti WagonR

2008 Chevrolet Captiva 17.40-19.22Ford Endeavour, Honda CR-V,

Mitsubishi Pajero

2009 Chevrolet Cruze 10.93-12.56Honda Civic,

Skoda Octavia, Skoda Laura

2010 Chevrolet Beat 3.42-4.03Maruti Ritz, Fiat Grande Punt,

Hyundai I10

GM India Product launches

MODEL TYPE

Chevrolet Spark Small Size

Chevrolet Beat Small Size

Chevrolet U-VA Small Size

Chevrolet Optra Mid Size

Chevrolet-Aveo Mid Size

Opel Corsa Mid Size

Opel Astra Mid Size

Chevrolet Tavera SUV

Chevrolet Tavera Neo SUV

Chevrolet Captiva SUV

Product Positioning

Optra Magnum

Cruze Altis Civic Octavia Cedila Linea Verna

Price Range 7.81-10.29 10.93 to 12.56

11.76-13,93 12.18-13.45 12.34 – 14.91

8.96 -11.09 6.36-8.62 7.70-9.04

Units Sold 5,025* 12,500 14,000 12,700 -NA- 2000 11,300

Aveo Logan Fiesta SX4 Dzire City

Price Range 5.99-7.05 4.90-6.92 6.66-9.04 6.85-8.55 4.86-6.98 7.71-8.95

Units Sold 5,025 * 23,465 -NA- 2,09,000 14,400

Beat Spark Wagon R A-Star Alto Estillo Santro I10

Price Range 3.42- 4.03 3.09- 3.70 3.23-4.45 3.55-4.23 2.31-2.96 3.21-4.11 3.57-3.76 3.61-4.46

Units sold 62,700 4,38,000 3,52,000

U-VA Swift Ritz Grande Punto

Vista I20 Fabia

Price Range App 4.00 4.17-5.40 4.01-4.95 4.27-6.43 3.72-4.53 5.27-6.13 5.11-7.32

Units sold 5,096 2,17,409 -NA- 51,500 73,000 -NA-

Neo 2/Old Tavera

Innova Sumo Grande

Safari Scorpio Xylo

Price Range 7.66-9.40 8.75-12.39 5.29 – 7.25 7.51 - 11.92 5.15 -9.50 7.64 8.75

Units Sold 22,474 28,600 37,500 1,10,000

GM India Product Line Up

Media use for advertising mainly; Print media including

newspaper ,magazine ,brochures etc; Outdoor media such as billboard, hoardings; Appoint Saif Ali Khan and Rani Mukharajee as

brand ambassador to promote the brand Chevrolet AVEO U-VA brand;

They also take part in various auto expo and exhibition for trader oriented sales promotion;

In customer oriented sales promotion they offer special seasonal discounts , gift vouchers, special offers, Product warranties .

Advertising and Promotion

3 pillars to create high impact and recognition for brands:

1. Integrations and Innovations 2. Strategic Partnerships 3. Sustenance and Continuity

Marketing strategy of GMI

GM’s Chevrolet breaks Bluetooth marketing campaign in mall

A Bluetooth-based campaign to promote the Chevrolet Spark LPG in a shopping mall activity achieved close to 11,000 downloads in two days in Banglalore alone.

Customers needed to switch on their mobile Bluetooth and accept messages from "BluFi@forum" to participate in the campaign in a mall.

"The strategy is to make Chevy talk to customers and provide them an opportunity to potential customers to get closer to the Chevy,"

Chevrolet Marketing Campaign

General Motors India is now  appointing more dealers and authorized service outlets in urban,  semi-urban and other cities to widen its network and reach out to its valued customers across the nation.

GMIPL currently has 250 dealerships in 178 cities across India .

GM India’s rapidly growing network of Chevrolet dealerships and service centres in the pipeline to support the increasing demand for GM products. It has  also entered into  financing arrangements with some of the public and private sectors banks to offer low EMI schemes to its valued customers.

Dealership

General Motors India has rolled out an aggressive integrated marketing campaign revolving around its best-selling mini car, the Chevrolet Spark. This campaign revolves around a once-in-a-lifetime, limited period special offer to prospective mini car buyers.

The marketing communication strategy takes a holistic, 360 degree approach and encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation.

Opel cars in India

Opel astra - first car of opel in India. High segment car competing with maruti esteem and ford ikon cars.

Opel corsa - second car of opel in India. Mid segment car with variants like, corsa sail and corsa swing.

Corsa came up with 2 variants. Corsa swing and corsa sail. Corsa was the most famous car of the opel fleet.

Opel vectra – high segment luxurious car and the last car of the opel in India.

According to a latest interview of GM India head, The Opel Astra, the entry vehicle of General Motors (GM) in India, will now be manufactured against orders.

Opel models may be reintroduced if the market share of Chevrolet increases.

Reasons for downfall of OpelOut date design.(old design engine and less

ground clearance)Old technology (in engines)Heavy carsLow fuel efficiencyNo development in design and technology.Handling problems.

General motors, India is recently providing a buy-back scheme for its opel cars, to maintain the customer loyalty.

They provide new chevrolet cars on discount in return of the opel cars.

“ The Road is tough, but the ultimate goal – a leaner , stronger , viable GM – is one we share.”

Fritz Henderson ( CEO ) General Motors

THANK YOU