By group-3

GENERAL MOTORS:Brand Analysis

GENERAL MOTORS: IntroductionAmerican multinatio

nal automotive, headquartered in Detroit, Michigan-

World's largest automaker, by

vehicle unit sales, in 2011

concept of “a car for every purse and

purpose” -strategy during the 1920s

GM employs 2,02,000 people and does

business in some 157 countries

GM today is known as a brand

‘Re-Inventing’ itself, innovative, exciting and

persistent.

Brand PortfolioStrongest Brand

Present in all segmentsValue Driven

Luxury Car Brand

Stylish and Performance

Crossover/SUV Car Brand

GM Brand valued atUS $ 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

GM: STP AnalysisSEGMENTATION

-whole market is single market

-design the strategy according to the Income, Age, Family, occupation

POSITIONING-Change time to time by the Upper management - It’s always according to customer’s requirement.

TARGETTING-Upper, middle and lower

class group -sells the products to

customers according to the need and income

STRATEGIC SHIFT

GM Name association with ‘Government

Motors’

Individual Brand appeal to different clientele with the same logo

Not the GM brand But the ‘Name –Plates’

Distance from the parent company gives the spun-off brand a better stand-alone

chance

GM Positioning since Brand ArchitectureFollowed 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 variantsResearch in Bio Fuel and Flexible fuels.

• 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”.

Brand Campaign Message by GM

• Brand Names: Chevrolet, Buick, GMC and Cadillac.• URLs: gm.com, chevrolet.com, buick.com, gmc.com and

cadillac.com

Brand Elements

Brand Logo Meaning and Role in Brand Building

GM Also known as Mark of Excellence Dropped use in websites and cars after reorganization in 2009 to focus on

four core brands.

Chevrolet

Inspired from the Swiss Cross Also known as Chevy Bowtie The yellowish golden colour creates a feeling of relaxation, optimism and

sportsmanship

Buick Rooted in the ancestral Coat of Arms of the founder’s family Keeps alive the memories of the founder

GMC Used the verbal acronym for the company name The font gives a very strong image to the major line of mini trucks Red colour used shows vitality

Cadillac

The logo is loosely based on the family crest of the namesake New logo based on the philosophy of Art and Science Refreshing design with clean looking lines and an uncluttered appearance

which reflects their latest styling studies

Brand LOGOS

• 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

Brand Elements

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.

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.

Analyzing the Print Media

• Targeting New Segments: Electric Vehicles

Brand Potential & Future Opportunities

• New Technology: Hydrogen Fuel Cells• Windows of Opportunity:

Rich interaction with environment • Personal Urban

Mobility and Accessibility

• 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.

Future Opportunitiesin India