GENERAL MOTORS

Presented By : Submitted to:

MR. NIKHIL SHAH

MARKETING:
CHANDRASHEKHAR RAVAL

DEEPARTMENT OF BUSINESS AND INDUSTRIAL MNGT.

SURAT
 INDIAN FOUR WHEELER INDUSTRY
 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 4 WHEELER INDUSTRY
 GM India Product launches

Launched On Model Rate (Rs. In Competitor

Lakhs)
Honda Civic,Skoda Octavia,
2003 Chevrolet Optra 7.81-10.29 Maruti Verna
Toyota Innova,Tata Safari,
2004 Chevrolet Tavera 7.66-9.4 Mahendra Scorpio
Honda City,
2006 Chevrolet Aveo 5.99-7.05 Maruti Swift Dzire, Ford Fiesta
Maruti Swift,
2006 Chevrolet Aveo U-va 3.8-4.25 Skoda Fabia, Hyundai I20
Maruti WagonR, Tata Indica,
2007 Chevrolet Spark 3.09-3.70 Maruti WagonR
Ford Endeavour, Honda CR-V,
2008 Chevrolet Captiva 17.40-19.22 Mitsubishi Pajero
Honda Civic,
2009 Chevrolet Cruze 10.93-12.56 Skoda Octavia, Skoda Laura
Maruti Ritz, Fiat Grande Punt,
2010 Chevrolet Beat 3.42-4.03 Hyundai I10
Product Positioning
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

 Optra Cruze Altis Civic Octavia Cedila Linea Verna
Magnum
Price Range 7.81-10.29 10.93 to 11.76-13,93 12.18-13.45 12.34 – 8.96 -11.09 6.36-8.62 7.70-9.04
12.56 14.91
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 Vista I20 Fabia

Punto
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 Innova Sumo Grande Safari Scorpio Xylo

Tavera
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
Advertising and Promotion
 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 .
Marketing strategy of GMI
 3 pillars to create high impact and recognition for
brands:
 1. Integrations and Innovations

 2. Strategic Partnerships

 3. Sustenance and Continuity

Chevrolet Marketing Campaign
 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,"
Dealership
 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.
 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 Opel
 Out date design.(old design engine and less ground
clearance)
 Old technology (in engines)
 Heavy cars
 Low fuel efficiency
 No 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