CHEVY HYDROGEN FUEL CELL COV MARKETING PLAN

Team Mentholatum
Burhan Saiyed Ross Sarraf Josh Higgins Ashish Manjrekar Daniel Wemmell

Agenda

Introduction
Mission

& Goal

Target Identification Marketing Mix

Product Pricing Placement

Positioning

& IMC

Considerations

Introduction

Fuel Cell vehicles are the future of automobiles GM on the forefront of this technology Leverage innovative technology & Brand offering Create a sustainable and creative marketing approach

Our Mission

We plan to enter the luxury segment of the automotive industry with the aim of offering our customers a unique product and a brand worth being proud of. -Team Mentholatum

Our Goal

Develop Brand Equity

Price

reflective of Brand worth

and improve brand perception

Utilize

Introduce Hydrogen Fuel Cell in GM vehicle line-up in a sustainable model

Research & Target Identification

Research Methodology

Interviews

Car dealers
Select Segment Zero Qualitative

Focus Groups

Surveys

Potential Segments

Segment A

Segment C Segment E

Segment D

Segment B

Market Opportunities

Environmental Concerns Price Concerns Vehicle Features Car Maintenance and Upkeep

Opportunities by Segment
Customer Segment
Segment A Segment B Segment C Segment D

Opportunities to Attract
9 9 17 15

Segment E

Segment Selection
Benefit Importance by Segment
Feature/Benefit Design Fuel Economy A 7 5 B 5 6 C 7 5 D 6 5 E 4 7

Interior Space
Price Features Environment Friendly Brand Warranty Coverage

3
4 2 3 4 3

3
7 2 4 2 3

6
6 6 4 7 7

4
6 4 4 4 5

5
7 3 3 3 6

TOTAL

31

32

48

38

38

SEGMENT: Young Male Professionals

Age: 25-34 Income: $65,000/yr Habits:

Information Tech

savvy

friendly market medium

Online

effective

Focus Group Surveys

Manufacturer Words of association (most frequent)

Honda
Toyota Mercedes Chevy

Quality, Economical, Family

Global leader, Recalls, Stylish Luxury, Class, Expensive Economical, Everyone, Efficient consumption

Buick Cadillac Lexus

Classy, Mature, Quality Expensive, Mature, Gas guzzler Executive, Expensive, Stylish

Focus Group FindingsVisuals

Buick:
Luxury
Unique

design Executive class

Cadillac:
Expensive Traditional

design

Focus Group Findings Discussions

Vehicle represents status and self-worth

Willing to spend $40,000 on luxury car Features and technology is important

Perceptual Mapping
Luxury

Conservative Appeal Youth Appeal

Practicality

Position Mapping
Luxury

Segment C

Conservative Appeal
Segment E

Segment D

Segment A

Youth Appeal

Segment B

Practicality

Buick Current Positioning

Ideal Fit
Luxury

Segment C

Conservative Appeal Youth Appeal

Practicality

Marketing Program

Product

Product

Brand: Buick Model: Verano h2

What sets it apart?

Brand

Equity Latest technologies Trendsetter for Young Professionals

Product

Key Benefits

Value Luxury Drive Buick Premium Silent interior Member Club Superior quality Executive Series for features Rising Professionals Latest Technologies Environment Range: 450 miles (10kg Friendly tank)

Front Console Features

Full Digital Display Connectivity Controls BlueLink Mobile Easy

Power Outlet Wireless Charging Station

Panoramic Sunroof

Product

Possible Co-Branding:
Bose
Google

Navguide Logitech Accessories Powermat for wireless charging

Buick Premium Membership

Access to exclusive clubs, resorts and hotels Member preferences and improvements Higher customer service and brand association

Pricing

Industry Opinions

Hyundai:

Predict their Vehicle cost to be around $40,000 (expected)

Source: Clean Tech Blog (http://www.cleantechblog.com/2011/09/hyundai-making-2000hydrogen-fuel-cell-electric-vehicles.html)

Toyota:

Price not disclosed but claiming unbelievable affordable options

Source: Toyota PR (http://multivu.prnewswire.com/mnr/toyota/39419/)

Pricing

Current Models
$22,000

- $28,000 MSRP

Buick Verano h2
$32,000

- $36,000

Pricing

Sustainability
Buick

Verano = Chevy Cruz Chassis Added design feature of the Panoramic sunroof Sustainable as no compromise on costs and saving money Brand Perception = Value offered at $40,000 price

Pricing

Sustainable Pricing Model

Co-branding

with suppliers such as Bose, Logitech, Google, etc. Panaromic Sunroof distinguishes from current Verano Models Attractive Financing and Leasing Options

Placement

Placement

Dealership Direct Market Penetration Prestige association and first hand data availability of customers

Guaranteed customer service standards Market Entry through: California, New York and Hawaii

Placement
11 Buick Dealerships

57 Buick Dealerships Potential

8 Buick Dealerships

19 Buick Dealerships

Placement
Late 2015
Market entrance in Il, Tx, NV, etc.

Early 2015
Concentrated marketing efforts CA, NY, HI

Mid 2015
Build positive customer experiences in launch locations Marketing Initiates in other metros

Post 2015
Expansion into suburbs of metropolitan cities.

Hydrogen Incentives Expansion Map

U.S. Department of Energy Hydrogen Fuel Cell Incentives and Laws -2012

Placement

Refueling in Metropolitan Cities BlueLink Technology identifies closest GM mobile refuelling unit

Placement

Hawaii tourism central, worldwide testing ground Product visibility, controlled infrastructure present

Positioning - IMC

Positioning
Objectives:
1. Maximize Brand Awareness 2. Increase Consumer Purchase Intent

Target Segment

Measuring Outcomes

Verano h2
Media Channels Utilized

Message Content

Target Audience

Brand Value Pyramid

Buick Verano h2

Message Content

Core benefit of soundproof drive Emphasis on technology and nature Customized ads for:
Quiet

drive to/from work Fewer mechanic visits Latest technology on wheels Innovative design and features making you stand out

Ad Content

Media Channels Utilized

ATL:
Television spots Reviews - WSJ, Economist, GQ, Popular magazine Product Placement (TV Shows, Top Gear, etc.)

BTL:
Social Media Platform campaigns Campus visits to major universities in California, New York and Hawaii Presence at reputable airports and hotels for rental tryouts

Suggested Timeline
Time Activity

Nov13
Dec13-Mar14 Feb14 Mar14 Jun14-Jul14 Sept14 Nov14

Teaser Viral Marketing for New Buick Verano H2

University visits and Student trials at Top tiered universities Superbowl Ad for Buick Verano H2 Test drive for car advice experts for Wall Street Journal, Forbes, Times, Newsweek, etc. Appearances at Trade shows just to create buzz about vehicle on Internet search results Online advertising on popular streaming websites such as Hulu, Netflix, The Daily Show, Colbert Nation Product Placement in popular television shows with demographic matches (shows like Modern Family, Breaking Bad, Criminal Minds, Castle, Bones, Big Bang Theory, shows watched by demographic with people who audience associate with or take as opinion leaders) Online viral campaign for advertisement with basic television to save on spend and maximize reach and interest of audience

Sept14 Nov14

Jan15

Reason behind chosen channels

Maximum Reach Maximum Frequency Minimal ad spend Directed marketing efforts for customers and using trusted sources for information

The Gaming Industry Untapped Potential

Presence in Virtua-sphere WHY: Voluntary Brand Awareness

Xbox and PS3

Considerations

Considerations

To build Trial Purchase:

Test

Drives for relevant Graduating Batches

Blitz on Opinion leading Social

Online

Mediums
Offer

flexi-pay options through GM financing

for approved credit

Longer

warranty periods than competition

Considerations

To build Brand Loyalty:

Superior Customer
Satisfaction

Continued Communication Buick Prestige Membership

To build Brand Experience:

Presence at Luxury Locations

Offer Incentives at Rentals

Performance Indicators

Number of cars sold per month

Goal to increase 25% per quarter

Sales KPI

Market Share
Growth Rate Growth Rate to Industry Average

Performance Measures checked on monthly, quarterly, annual basis

Performance Indicators

Loyalty KPIs
Referral Rate Members Joining Rate Number of FB Shares Per Month Number of Likes per month (Facebook) Google Adword Scores Cloud Mapping

Closing

Question & Answer Session

Possible Problems and their Solutions

Production Volume Concerns

Chassis of Chevy Cruz Limited Redesign Expense, Engine Major Cost

driver

Service/ Customer Satisfaction Concerns

Buick Brand expense, not h2 alone

Youth expansion for longer bond

Possible Problems and their Solutions

Infrastructure Availability Concern

Developing infrastructure Concentrated localized marketing efforts

Mobile Fuelling Stations in metropolitan areas