The Chevrolet Case Study In India Marketing Essay

The Chevrolet Case Study In India merchandising Essay insane asylumMarketing is an compoundd interactive methodology of planning, shapeing and practising the complete strand of advert, aw arness, pricing, promotion, distribution and selling of soaply product or services sh atomic number 18age the individual and organizational objectives of client satisfaction and profit maximization. weathervane or online trade is the phenomenon of establishing and perpetuating consumer relationships with cyberspace mark, awargonness classing and selling in order to encourage and expedite exchange of merc dealisable views, commodities and services for mutual advantage. mention Imber, Jane and Betsy-Ann Toffler. 2000. mental lexicon of Marketing Terms. 3rd ed. Barrons Business Dictionaries To implement a prosperous merchandiseing case piece of work it is necessary to winnow all information to st pasturegize and integrate the various grocerying forethought steps taken to deriv e the etymon as enlisted belowa mount and introduction to acquaint with the merchandise prospectscircumstantial scrutiny ab discover the product marketed or service renderedelaborative abridgment of the trade action plans adaptedabsolute affirmations to substantiate the case study and informationClemes, Michael D. (2002) p.35The marketing case study illustrated here is the inaugural hand grow of the writer while functional in middle management team up of Chevrolet group of customary Motors in India triumphfully strategizing the instigator purge by dint of web marketing in midst of the lodges uncertainties and world(prenominal) recession. vizorr coat and the Chevrolet Case Study in IndiaThe global economic recession and presumptive bankruptcy of cosmopolitan Motors urged the US Government to formulate the Bail out Policy by the White Ho exercise under the able and diplomatical administration of the United States President Mr. Barack Obama thus reinstating the co mpanys progress and generality and saving it from the baffle recession which has affected its former(a) competitors hugely. This case study accounts the direct experience while actively working in India amongst the aggressive marketing team of GMs Chevrolet pioneering marketing and web marketing strategies to take market leadership with ingenious brand aw areness intelligently programmed in line with the sight and values thus steering them successfully in face of global economic melt down. everyday Motors considered as the colossus of Ameri provoke capitalism has become synonymous with the Ameri apprize sprightlinessstyle showering warmth of living in opulence. Moreover, the recent plans and strategies of General Motors to revive the company c erstwhilentrates focus on their tetrad brands, let outly, Chevrolet, Cadillac, Buick and GMC. GM vis--vis Chevrolet champions itself as a prestigiousness brand targeting the affluent and draw a bead on community to position them amon gst the renowned stature. Chevrolet surplusly advocates brand image for the general corporate class familiarizing them with the brand which is well-acclaimed by the overflowing and the famous. wherefore Chevrolet curves a class of its own synonymous with the prestige and the power of position. With the accepted fast forward lifestyles and the growing thin to attain kindly profile especially in the rising markets like India consumers generally keepnot escape the eonian threadion of gaining conspicuous prominence in the community by possessing prestige and luxury commodities like classy cars. Conspicuous Consumption depicts the consumers intention to represent prominence in affording luxury goods to attain affable visibility (Piron, 2000, p.309). Displaying abundance, mint who enjoys Conspicuous Consumption aims to achieve greater kind distinction amongst the mutual (Wang and Chen, 2004). Conspicuous consumption in India is no longer confined to rich class merely, wi th easy colloquy finance accessibility at any point of time this affluence is desired amongst all income groups counterbalance the economically backward working class.In India the publicizing, reasoning techniques adoptive by General Motors are product-based group-targeted aiming at dynamic-branding strategies aiming at the flourishing corporate class branding especially done online audio visual marketing. The ease test target campaigns and extravagant road shows especially organized in India by Chevrolet at principle prospective points with propaganda of least maintenance cost for trine old age have instantaneously increased gross sales and hugely strengthened their market share. Niche luxury car section of Chevrolet in like manner aims at targeting luxuriously and medium income groups in India through practising a more specialized privately customized globeity strategy through email or meshing Invitation precisely Marketing. Overall Chevrolets strategy in appealin g the Common Working humanitys or locally termed as Aam Admi from change classes of income groups in India has proven to be so exploitive that Chevrolet has seen a sales pinpoint in India sluice in the face of global recession, at the same time Chevrolet cancel and the Aveo U-VA have bagged the prestigious J.D. Power Asia-Pacific awards in addition to many another(prenominal) new(prenominal) accolades in its bouquet. Chevrolet in India amidst the economic meltdown has proven to be the market leader through formulating innovative, decisive brand awareness aiming to glorify and change lives of their loyal enthusiastic followers and prospects. In India, Chevrolet through its enterprising marketing, branding master thoughting has conquered billions of loyal and prospective consumers paving enlightened path for flourishing historically fundamental path-breaking strategies.Analysis of Internal and External IssuesThe consumers behaviour can be broadly studied under cognitive, a ffective and normative determinants depending on the approach, preference, prejudice, lore and conspicuous consumption of the existent community. The purchasing graph in railcar industry is always an exception. Though the car footings are in decrease mode in accordance to Indias reverie for her citizens to own at least one car per person, yet the possession of car in emerging countries like India is still a luxury capital purchase. All the preceding(prenominal) affecting consumer behaviours vary with time repayable to financial condition, age, gender, educational background and lifestyle which induce two reactions, namely, the rational attitude and the experienced outlook. time purchasing luxury goods like cars in India, consumer acquires in-depth knowledge of the market and the company offerings rationally analysing and evaluating all information.According to Kotler, Arm stiff, Saunders and Wong (1999), in addition to the cultural phenomenon, thither are social, personal a nd psychological aspects which govern the purchasing power of the spate. crossways India, the globalization has ushered in an open door market and economic boom leading to easily accessible information, technological advancements, dialogue systems, international social solveworks these global trends staggeringly influence both the markets and the consumers (Borg, 1996). Following the Maslows Hierarchy of Needs, to snap and evolve the human psychological factors configuring and constituting their needs and motivations the determinants are categorized into quintuple classifications in a pyramid a lot(prenominal) as the lowest direct shows physiological demand to appease basic hunger and thirst, the second aim arouses an individual to look for safety and security, the third level pacifies an individuals desire for social belonging, the fourth level influences the person to quench his esteem to attain social status and finally the fifth level inspires to achieve self-actual ization accomplishing ones ultimate dominance and independence. In developing countries like India significant determinants exist for the increasing demands of extravagantly enfolding products like automobiles. India being the second al some populated uncouth has emerged as one of the most preferred nations by foreign multinational investors in automobile sector like Chevrolet of General Motors- mostly attracted due to the huge demand naturally created by Indias growing population through the extensive expanse of qualitative talent and competitive labour consortium available. Principal credit of publicizing and popularizing of Chevrolets vast Indian expansion is contributed by the creatively sophisticated advertizing market especially the web advertising and marketing strategies which has not only inspired its very own Indian population but likewise attracted the audience worldwide. The secret formula idler Chevrolets marketing success in India dwells upon conversation and the extent to which a consumer recognizes and recalls a brand. In this context it is usurp to quote Aaker (1991, p 63), A name is like a special file folder in the heading which can be filled with name-related facts and feelings. Without such a file promptly accessible in memory, the facts and feelings become misfiled, and cannot be readily accessed when needed. Accordingly it depends on the Levels of Awareness as illustrated below (Source Aaker 1991, p 62)Unaware of blur-Brand Recognition-Brand Recall-Top of MindA direct extraction from the Summer Internship Report on Role of denote in Brand Communication through Television Media submitted by Sumantra slam (A0102207185) of Amity University Uttar Pradesh the following useful information can be consideredThe supra graph shows the subdue of people who have given the corresponding ranks to the mediums check to the time devoted. The total is calculated by adding up the product of the number of people and corresponding ranks.Exa mple for television it is (1X35) + (2X30) + (3X26) + (4X9) =209The medium getting the lowest pee is one getting the highest average rank.Hence the ranks are1- Television, 2 network, 3 radio, 4- print.Next probing deep into the impact of the electronic media rising amongst which is the internet advertising and its influence on auto-sales in India, the following extracted international statistics can be cited and then Indian variables be derived with present research data as explained belowThe above tabular graphical data at one time extracted from the source Ong, Jessica (April 21st, 2009) Archive for Advertising Effectiveness, pornographic Domain or Big Homepage? Homepage Visitors at the Top Publisher Sites online (Cited 4 February 2010) lendable from http//blog.compete.com/topics/advertising-effectiveness/page/2/The above pie-chart graphical data directly extracted from the source Coad, Chris(March 3rd, 2009 ) Hyundai (pronounced like Sunday) Accelerates into 2009, online ( Cited 4 February 2010) Available from http//blog.compete.com/2009/03/03/hyundai-assurance-sales-increase/ In India as per the scrutiny conducted the internet is generally browsed by the younger generation and the corporate class, and it is also seen that while purchasing a brand new inaugural hand car people most often do visit websites and collect feedbacks or discussion updates from the internet in addition to the conventional method verbal consultation with friends and relatives. merely in the current scenario with the rewarding publicity awareness created in India by the social networking sites like Facebook, Twitter, etc even amongst the oldest generations, political leaders, celebrities, public figures that the common muddle in India are transforming more or less as net savvy and net dependent while finalizing on the high contact purchase and the older generations, conservative classes or house-wives as well are now consulting the internet rather than discuss out with fri ends and relatives. Thus for the internet users advertisements do play a central conclusive role in aiding them to take their decisions. The creative agencies in India are not only complex in advertising in the conventional methods they are always originative in venturing into innovative vistas like arranging for symposium, conferences or just come across points to interact the advertisers with the prospective consumers and spread the global views for a promising prospective and prosperous future. Search engine Optimization, Pay per click, Invitation Only Marketing and Exclusivity advertising strategies are all implemented to establish as a successful brand intelligently utilizing the web marketing effectively. The advertisements of automobile sectors in this exhalation phase of global economic recession are also targeted to fix and reinforce the renewed nominal head of the auto brands and proclaim the word of assurances for their horse barn support and thus honouring their br and loyalties with perpetual guaranteed services. This is evident in the extracted showcase of press release of a credibility reassurance campaign related to the General Motorss US Bankruptcy case in which GMs President and Managing Director (India) Mr. autol Sym is have as rightfully justifiedPiyush Rathi, chore director, Quasar Media, the digital situation which has conceptualised the campaign, tells afaqs, It is an assurance-building campaign, aimed at informing consumers that India and the US are two separate trading operations of GM. And the Indian arm is debt-free and self- sufficient and consumers will continue to get after-sales services.Kapil Ohri (June 03, 2009) digital reassurance by GM India, New Delhi, http//digital.afaqs.com/perl/digital/news/story.html?sid=24156This induced the oversize honchos in the auto industry like Chevrolet to invest in the enormously prospective emerging market of India as evidenced in the Chevrolet Aveo U-VAs Bada Dil. Badi railroad c ar ad of Bollywood star Saif Ali Khan depicting through online advertisements and electronic campaigns the hail-fellow responsible Indian common man popularized as Aam Admi which at once wins the hearts of millions of Indians. (http//www.prdomain.com/companies/G/GeneralMotors/newsreleases/20066733214.htm) Broadly there are four mutually beneficial perspectives to collectively contribute towards giving the product its brand essence, namely, product, people-organization, product-personality and signature- attribute all the factors in concert have proven to be a revolutionary hit even in the case of web marketing for the Chevrolet brand in India.Web Marketing Action Plans Behind the Success StoryThe Web Marketing Strategy implemented in this case is illustrated belowFRAME securities industry OPPORTUNITYFORMULATE MARKET STRATEGYDESIGN CUSTOMER consumeCRAFT CUSTOMER INTERFACEDESIGN MARKETING PROGRAMleverage CUSTOMER INFORMATION THROUGH TECHNOLOGYEVALUATEThe Web Activities of Consum ers are enlisted below(Source Advertising Age, Digital Marketing Fact Book 2007) employment Internet UsersUsed e-mail 70.5%Got Latest tidings 40.2Made Purchase, individualized 34.2Paid Bills 30.7Used Instant Messenger 26.8Got Financial information 24.8Got Sports News/Info 23.8Played Games 22.4Made Travel Plans 19.8Got Medical Info 17.4download Music 15.7Visit TV Website 14.1Tracked Investments 13.2Got Real Estate Info 12.3Looked For Job 12.1Watched Video 11.4Listened Radio 10.9Made Purchase, Business 10.7Got Info for Car Buy 10Visit Blogs 6.7In marketing of high involvement purchase like cars in India, informatory web advertisements through public sharing of the sensational package, affordable prices, vehicular features, outstanding mileage, spare-parts accessibility, world-class forepart are proven to be the focus of attraction in communication strategies as successfully illustrated by Chevrolet in its powerful persuasion of impellent advertisements as evidenced in Saif Ali Kh an playing the brand ambassador. In India, with rising furnish costs and thinking green becoming bombination words amongst people Chevrolet of General Motors has progressed immensely with innovations soap in fuel efficient and environmental-friendly cars of world standard. The Brand Awareness strategies of Chevrolet are a deluxe success on adopting the following steps as advocated by Aaker (1991)Be different, Memorable To differentiate amidst the competitive market, Chevrolet manifests outstanding, sensational, attention- excerpting successful web campaigns and e-ads to attract the sole(a) consumer community. Classy, hyped ramp walks during new series launch with cocktail celebrations in grand presence of dignitaries and celebrities are added crowd-pulling sensations practised universally in India by the automobile big brand Chevrolet which are all posted in the websites and internet advertisements to attract buyers.Involve a slogan or jingle To augment the effect of visual p ractical impact of the brand, the witty attractive slogan in Chevrolet ads has achieved unimaginable popularity since the most successful innovative pioneering one-liner captivates a million hearts as in Bada Dil. Badi Car meaning Big Heart. Big Car.symbolic representation Exposure Popularizing of Chevrolets quaint attractive golden cross symbol has foster magnetized the consumers and pulled the brand from its grass root level to the current acclaimed nimbus cloud the symbol sometimes be seen as ads at different news, informative and sports websites.Publicity In this era of fast, speedy communications Chevrolets prime deed in India dwells in advertising, especially in electronic and internet media, which are timely organized and strategized thus capturing millions and billions of consumers at a time.Event Sponsorship The free test drive campaigns, extravagant road shows organized by Chevrolet in India at principle prospective points with propaganda of least maintenance cost fo r three years to attract the targeted mass of consumers have been highly successful in establishing the dominant effect of the brand values and ideology thus creating a recognition augmentation phenomenon which are widely advertised throughout the web.Consider brand extensions Chevrolet is renowned in India to popularize its brand assets in trademark symbol to identify in a faster, broader horizon worldwide utilizing the internet since human memory recalls small symbolic visuals instantly and familiarize it with daily lifestyle. using cues The close to heart marketing package of Chevrolet in India targeting the youth, active working class, fashionable, classy yet loving and caring community is the supreme determinant, the first interaction or synergy point with the consumer. As the saying goes, The first impression is the stick up impression, t and then during launch of the first brand communication through innovative emails and web campaigns, utmost consideration is inculcated for the brand display to be attractive and pervading the right message.Recall requires repetition Chevrolet in India adopted continued marketing strategies to achieve the supreme recall senses in the minds of the consumers through repeated transmission via emails and e-advertisements or reminders through innovative style such as online sponsorships, events, ambitions, rewards etc., to create an imagery of the brand in the sub assured mind of target consumers. To accomplish a top of mind recall, Chevrolet has implemented immense endeavour to be recapitulated, reiterated time and again to impact permanently in consumer minds to the extent that the brand devotion inspires consumer to forgo his own desires in sake of the brand.The recall bonus Reminders through rule-governed e-promotions, publicities have created a strong fortification for the Chevrolet brand in India to take over its other competitors, to attain the vertex in market share through intelligent masterminding, hosts o f hallmarks and clamant net broadcasts with consequent online market surveys and positive promotions fetching an added bonus and dividend in the long run. Chevrolet in India goes to such great extent to embolden and rouse their existing as well as prospective guests by treating them with emails, e-greetings, e-cards, gifts and flowers at very special moments of life such as birthdays, weddings, marriage anniversaries, and all the delightful events that make the occasion ever more memorable. This makes Chevrolet truly global, characteristic and exceptional.Thus the international brand Chevrolet implements dynamic online strategies to inspire brand loyalties amongst their diversified classes of consumers with varied preferences in India. Strategizing brand blondness of Chevrolet in India has proven to be an indispensable factor to gauge market dominance, and consumer keep and loyalty study with the charisma and values the brand endorses. According to Aaker (1992, p 17) brand e quity can be measured under five dimensions, namely, Brand Loyalty, Brand Cognizance, Brand Quality, Brand Association and Brand Assets. India being an emerging nation, its people aspires and is influenced by the prosperous epitome of capitalism exhibited by the United States of America. General Motors is esteemed to be the titan brand upholding all the values and virtues of American capitalism and experiencing changeover under the visionary leadership of the dynamic and charismatic US President Mr. Barack Obama to revitalize, reincarnate and reinstate it to its hallowed glory. This perceived tone creates a halo effect to strengthen life-time association of the consumer with the brand disdain its premium pricing thus spreading the goodwill for the brand through word of mouth advocacy, enhancing the brand equity, hence adding to cash flow appreciation and increased revenue generation of the company in India. Further, since they are undivided in nature, their marketing and advert ising also needs to be unique and limited to a few of the affluent and exclusivity conscious segment. This demands that the marketing and advertising events be planned and executed minutely to maintain an aura of exclusivity which is achieved through Invitation Only Marketing strategies adopted by Chevrolet for its prospective nodes. In other words, it can be seen as the highest level of service offered to make the customer feel the differentiation in products as well as service. Hence, it requires a strategic plan for the marketing event to be a success which evolves a concept where consumers are indulged to think of a product as being in scarcity due to the high demand and hence inspires them to desire to own the product. This brand alliance inspires amongst closely networked online consumers to invest in an authenticated quality and name, and also motivates them to share information amongst their close associates which not only elevates the value but also curtails expenditure on additional advertisements and publicity campaigns.Web Marketing Activities and Life CycleFirms have constituted the importance of the right nebs for promoting their events and their products to the niche segment and note that it has to be subtle. Bohdanowicz and clinch (1994) note that for the upcoming niche industry, the efficiency both the short-term and long-run marketing plans increases with the use of Information applied science and without it marketing becomes product-cantered (pp 151,152). Since any established brands as well as luxury items, relies on customer loyalty which in turn depends on referrals and invitation-only concept, inefficiency in using Information engineering can hamper the efforts of marketing.TRAFFIC BROWSERSPROSPECTIVE CONSUMERSBUYERSLOYAL CONSUMERSKEY IDENTIFIERS IN WEB MARKETINGWEBSITE DESIGNSEARCH ENGINE OPTIMIZATION kindly MEDIA MARKETINGPAY PER CLICK ADVERTISINGEMAIL MARKETING fluid ACCESSTARGET SLOPEHere, it is to be famed that although the two kinds of customer base in the industry form the major segment, the small percent of networking activists can be considered to promote the products at a faster rate by the use of Information Technology and move on, this small but important customer base called Initiators have the potential to trigger sales as they are found to be more active users of Information Technology along with being the patrons for a number of exclusive products (Hardie, n.d.). Also, this segment, as they are called initiators, is trustworthy to the name and can be tapped and relied on to initiate the set ahead sales and also attracts a more loyal customer base. Here, it should be noted that a closely networked customer base can be easy to reach and beat than attracting a non-communicating customer base. However, it is to be noted that there is the risk of losing out on competition should the service spoil the closely knit group. This would mean losing out on a puffy mass at one time. Hence, there ne eds to be a continuous effort to market web branding of products to the niche segment.With the exclusive products marketed to the niche segment, the pricing is also kept high and although this is limited to a small segment, is growing due to the increasing number of brand conscious segment with their increasing incomes and identity needs. This also requires innovative ways of marketing to all prospective segments which necessitates the cause for an exclusivity which in turn is accentuated by the trend of by-invitation-only marketing strategy. It is also observed that there is an online presence for these companies and the exclusive customers for the exclusive products usually are invited or more often seek to be invited to special and exclusive marketing events for these brands. Further, it is noted that social networking has added to the success of this by-invitation-only marketing concept. It is seen that Gmail is the first one to experiment online marketing for some of its VIP cu stomers (Cornes, 2007).Source Advertising Age, Digital Marketing Fact Book 2007, eMarketer Feb. 07 projections against IAB/PriceWaterhouseCoopers data for which the last fully measured year was 2005.Directly extracted from Akehurst, G. E-Marketing Planning and Strategies online Viewed 04 February 2010 Available from Directly extracted from Akehurst, G. E-Marketing Planning and Strategies online Viewed 04 February 2010 Available from In web marketing due to its global presence since price cannot be a constraint in marketing these goods, it can be seen as a way to introduce new products based on the feedback from the customers. This is also a good way to keep in business and evolve. Special online advertisements of events such as fashion weeks, charity shows, are also a trend among the affluent. Further, it is observed that companies use the services of a third-party advertising agent or Public Relations (PR) agent to manage also, a Push-Pull strategy is being adopted for marketing of luxury goods (Hines Bruce, 2007, p 146). However, with the use of Information Technology, the World Wide Web (WWW) and the intranet have enabled a pull move to the distribution of data as opposed to the push process (Yeoman, Robertson, 2004, p 99). Another marketing strategy for luxury goods is sample sales which are also by invitation only. As Sherman observes, the Web is an important tool for such marketing and there are a number of online take that arrange invitation only sales where often the membership is free and customers can request to be invited (2008). Thus through web marketing the prime focal points are the aspects of offering exclusive products, enhanced customer service, mix of marketing strategies both intensive and extensive online presence, use of efficient tools for communication and push-pull strategies, organized monitor and feedback system amongst others.Pay Per Click Advertising advertisePay per click is an intelligently engineered advertising tool where w eb-hosts are sponsored by the advertisers every time the web-visitors click on the advertisements thus promoted mostly by the search engine overtures, as in the case of Googles AdWords Select, AOL Search and many more.It is sometimes seemingly advantageous than the SEO campaigns due to its operational simplicity since also the websites need not be customized without any specialized expertise and much faster in use.However the disadvantages are evident in trigger of positioning and hence lowering of existent importance, sometimes rampant competition can make the entire affair highly expensive and further if not effectively identified the visitor worth the entire process can also pose as utter loss.To accentuate this campaign it is imperative to evaluate visitor worth on dividing the profit by the visitor numbers for the specified time period.Further selection of appropriate key phrases, relevant and useful descriptions, and finally rule-governed insight and monitoring is absolutel y essential in such cases.The best advantage of PPC is that it can reach enormous amount of targeted visitors in little time.Conclusion and managerial RecommendationsThe web marketing lifecycle thus conclusively commences with creating an online profile of the organization globally advertised through a skilfully and strategically designed website. then(prenominal) marketing strategies are farmed, formulated and focused in order to build an online campaign with the help of search engine optimization such that the most popular keywords are identified to impart frequent visibility of the website and hence the organization to any online users. Then branding and further marketing is pursued through varied social media networks and pay per click activities further popularizes the vision and mission of the organization through frequent web users who exchange information, ideas, news and views through the net. Email marketing and web-to-mobile connectivity can further commercialize the en tire process and impart it as an exclusive affair thus enhancing the pass on on investment on a steady growth. Further to sustain this productivity one must have a customized report formulation, regular identification of the best sales leads, evaluation testing and tweaking of the most popular pages, positive transformation of prospective customers, sustenance and perpetuation of loyal consumers, online promotions sponsorships campaigns and competitions, regular checking of site-conversion site-performance and market-return, insightful reports with comparative corporate analysis and intelligence for further overture at every stages of development. Hence such unconventional attractive, larger than life tradition made innovative, avant-garde at the same time definitive and eternal by touching hearts of millions of consumers from every walks of life is the true success secret of the global branding and web marketing.