Company Profile

• Chevrolet came to India in 1928. An office was set up in Bombay with an assembly plant constructed in Sewree. 

• General Motors was the first automobile company to open an assembly plant in India.

• In 1952-53 the ‘socialist’ Indian Government forced General Motors India to shut shop, along with other foreign car companies

• However in 2003 Chevrolet Sales India Private Limited was established and the Chevrolet brand was re-launched in India.

• It replaced Opel as the only brand offering by General Motors India Private Limited assembly plant in India.

• Since then the company has been introducing new products

• Current market Share of CSIPL is 3 %

Current Product line

• Chevrolet Spark 

• Chevrolet Beat 

• Chevrolet Beat Diesel 

• Chevrolet Sail U-VA 

• Chevrolet Sail 

• Chevrolet Cruze

• Chevrolet Tavera 

• Chevrolet Captiva 

• Chevrolet Captiva 

• Chevrolet Enjoy 

Reasons for introducing product• No product in the midsize sports/Muscle car segment

• Established distribution channels

• Youngest youth segment – average age – 25.

65% population below 35

• Growing upper middle class and upper class segment

• 1st movers advantage

• Increase market share and change brand image

S.T.P

Segmentation Targeting

Positioning

Segmentation

• Geographic

• Demographic

• Psychographic

• Behavioral

Geographic

• Only focus on the major cities initially .Gauge response and expand.

• Delhi, Mumbai , Kolkata ,Chennai, Gujarat and Bangalore

Demographic• Age NA(18-30 , 40-50)

• Sex Male

• Income Upper Middle and higher Income groups

• Family Size Single , Small,

• Family Life Cycle Initial/midlife

• Special Community Auto Clubs

• Others NA

Psychographic

• Social class

– Upper middle class and above

• Life style

– Aspirer – Explorer – Succeeder– Reformer

Behavioral

• User status :1st time users

• Loyalty status :Soft core loyalist or

Switchers• Readiness stage :Partially ready

• Benefits Sought :Speed and Sporty/Muscle car Image

Targeting

Concentrated Marketing

• Focus : Mid level muscle/sports car segment –Niche

• Appeal : Only muscle car in the market. Moderate pricing, Sporty looks, Performance and power. VFM

• Rely on : Cult Following for Camaro™ , 1st movers advantage , VFM

Positioning

• Muscle/Sports Car

• Speed and performance

• Reliable

• Mid Segment Pricing

Marketing Mix

Product

PricePromotion

Place

ProductChevrolet Camaro Coupe

Chevrolet Camaro Convertible

Performance And Efficiency

This isn’t just any V6. It’s a dual overhead cam 3.6L V6 engine that combines Direct Injection and Variable Valve Timing to deliver the power you hunger for, without all the thirst. Here, you get the rush of 323 horsepower and the freedom of 15 KM/L on the highway

Color Head-Up DisplayThe HUD presents performance data without requiring the driver to look away from the usual viewpoint.

The Central Console

Features

Mobile Apps Wireless Technology

OnStar® Turn-by-Turn Navigation SiriusXM Satellite Radio

Boston Acoustics Remote Start

Safety

BeforeStandard on every Camaro, antilock brakes and the StabiliTrak Electronic Stability Control System with Traction Control help keep you in control during emergency maneuvers

DuringIn the event of a collision, six standard air bags help protect heads, and chests. The ultra-strength steel safety cage helps keep everyone in the vehicle safe

AfterOnStar Automatic Crash Response, standard for the first six months on all Camaro models, you can be automatically connected to emergency assistance if a crash occurs — whether or not the air bags deploy.

Pricing

• Chevrolet Camaro Coupe – Base Price 27 lks

• Chevrolet Camaro Convertible– Base Price 33 lks

• Price quality strategy -High to Medium value

Promotions

• Use of teasers on billboards, Pre launch to create an initial buzz.

• Ads on billboards

• News paper ads

• Ads on YouTube and social media marketing

• Tie up with major malls and cinemas to have a display car in their premises.

Promotions

Leave Behind the ordinary.

• Pre release test drives and bookings for existing base of Chevrolet customers

• Camaro test Drive challenge on buddha race course and free ways to experience the magic

• Loyalty exchange

schemes

It’s Addictive.

Game Over.

Experience Life in a Blur.

Time to make the Donuts

Place

• Initial deployment would be in Mumbai, Delhi, Chennai, Hyderabad and Bangalore

• As of 2013, CSIPL currently has 266 dealerships and more than 246 service centers in almost 200 cities across India

Thank You

Imad Sirkhot - 32