Rick Garcia Tashina Saini Pardeep Sunner

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Presentation transcript:

Rick Garcia Tashina Saini Pardeep Sunner General Motors Rick Garcia Tashina Saini Pardeep Sunner

Product Core benefits – Buying any car model of GM Basic Product – A/C , Stereo Expected Product - Comfortable seat, Air bags Augmented Product – DVD entertainment, Heating/Cooling seat, Potential Product - Ethanol, Hydrogen

Product classification Durable High Profit Margin Personal selling

GM’s present Mix – 82 models (Depth) Product Width Coupe Sedan Trucks SUV Sport /Cargo Van Convertible Chevrolet 3 4 5 7 2 Buick 1 Pontiac GMC 8 Saturn Hummer SAAB Cadillac Product Length GM’s present Mix – 82 models (Depth)

After eliminating – 50 models (Depth) Product Width Coupe Sedan Trucks SUV Sport /Cargo Van Convertible Chevrolet 2 Buick 1 Pontiac GMC Saturn Hummer SAAB Cadillac Product Length After eliminating – 50 models (Depth)

Promotional Pricing Special Event Pricing Cash Rebate Low-Interest Financing Longer Payment Terms Warranties & Service Contracts Psychological Discounting

Place - Channel of Distribution Dealership Outlets Selective Distribution One Level Channel Manufacturer (GM) Retailers (Dealerships) Consumer

Promotions Strategy Advertising Sales Promotion Events Commercials (customer generated, celebrities) Toys (Happy Meals) Video Games Sales Promotion Discount Programs (cash incentives, 0% financing) Events Car Shows (NAIAS, NYAS) For Women

Promotions Strategy Public Relations Direct Marketing Press conferences/releases (NAIAS 2006) Website (FastLane GM Blog) Direct Marketing Direct Mail (Saturn 2007 models) Sponsorships (Survivor Finale on-demand) Website (GM.com)

Any Questions?