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

2. 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

3. Product classification
Durable
High Profit Margin
Personal selling

4. 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)

5. 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)

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

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

8. 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

9. 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)

10. Any Questions?