Presented by

Group No.: A4• Saroja R

__ • Kunal

Sabharwal 03

• Sandeep Pawar __

Introduction

• One of the product of GM, founded in 1908 & headquarters in US.

• As of 2008, GM employs about 266,000 employees

• Manufactures cars & trucks in 35 different countries

• GM Brands consists of Buick, Cadillac, Chevrolet, GM Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab, Saturn, Vauxhall, and Wuling.

Introduction Cont…

• Hummer derived in continuation from High Mobility Multipurpose Wheeled Vehicle “HMMWV” or Humvee’s as called by soldiers.

• The first civilian version of white Hum-Vees were driven from London to Beijing over the rough roads of central Sovient Union.

History

Originally built by AM General Corporation

Created for the United States armed forces.

First model, is the Hum-Vee

In 1980 the first prototype - High Mobility Multipurpose Wheeled Vehicle was created.

First Prototype Vehicle

History Cont…

The first civilian High Mobility Multipurpose Wheeled Vehicle, entered the market in 1991 and soon become popular.

One of the first civilian owners of a Hummer was Arnold Schwarzenegger

In 2003, the Hummer H2 – a smaller version of the Hummer H1 – entered the market

In 2005, The Hummer was released, H3 is even smaller than the Hummer H2 and marketed as a midsized SUV

First “HMMWV”

Hummer H1Large truck/SUV

The first car in the Hummer Range, was the Hummer H1 based on the High Mobility Multipurpose Wheeled Vehicle (Hum-Vee).

Originally released in 1992, this vehicle was designed by American Motors' AM General subsidiary for the U.S. Military.

HUMMER Product Range

The Hummer H2 is the second vehicle in the Hummer range. There are two models available: H2 SUV and H2 SUT.

It is a large truck (lighter and slightly slimmer than the Hummer H1, while slightly longer and slightly taller) with room for six passengers.

Class : Full-size SUV

Hummer H2

HUMMER Product Range Cont...

The H3 is the smallest of the Hummer,H3 was introduced in 2006 and based on the concept of compact pickup trucks.H3 Hummer models is the first to be built by GM.

HUMMER H3 models come in

H3,H3X, H3 Alpha

HUMMER Product Range Cont... Hummer H3

Industrial Analysis

As of 2009, General Motors is the ninth largest

publicly traded company in the world with brands like Chevrolet, Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saab.

In recent years the company has endured significant financial turmoil, including a 38 billion dollar loss in 2008

STP ProfileSEGMENTATION :

Hummer's target market segment cannot be very large because of the high price of the vehicle.

Hummer's market segment consists of males between the ages of 25 and 44 who earn over $100,000 a year.

STP ProfileTARGETING :

Hummer's market is divided into four categories

The realist, The discerner,The conqueror, & The adventurer

The realist considers Hummer for its practical purposes, and will therefore make use of the vehicle's off-road prowess

The discerner is a connoisseur for the finer things in life, who appreciates Hummer's status, but is unlikely to go off-roading.

The conqueror is a successful person who wants people to know it, who appreciates Hummer for its exclusivity and attention grabbing looks.

The adventurer, who wants to take the Hummer off-road.

STP Profile

STP ProfilePOSITIONING:

Positioned as a “Like Nothing Else ”.

Hummer represents both a rediscovery and reinterpretation of what the adventurer always wanted in vehicle during a drive on rough road, water.

Product Strategy

Operating Segments:

B 2 B : The government / military / US Army fleets.

Consumer : a civilian vehicle

Licensing agreements :

For the use of the Hummer name-with Converse to market rugged footwear and with Timex to produce a “Hummer” watch..

Dealership

In the Middle East, they have an established dealer network

Organizational product

Currently there are seven different civilian models available at more than 40 Hummer dealerships in the United States and 12 international distributors.

Product Strategy

Product Strategy

HUMMER’s MODIFIED AMBULANCE

Its called “HUMMER Extreme Rescue Vehicle” it signalled the start of a new age for rescue services in the World.

With the HUMMER’s capabilities, there is no place this vehicle cannot travel – just as a rescue service vehicle is expected to do.

HUMMER is brand that promote itself .

Radio stations, music videos, Hollywood blockbusters, famous politician , actors, sports figures and more to the HUMMER brand to promote and project an image of themselves. So HUMMER gets its fair of free publicity.

Hummer exceptionally powerful advertising and most awarded advertising in the world, become synonymous with the HUMMER name and are creating a brand that is truly Like Nothing Else.

Brand Strategy

Brand Strategy

HUMMER choose the South Africa national rugby player as brand ambassadorships.

HUMMER thinks one star performer deserves another – this much the nation expects and accepts. HUMMER’s outstanding performance on and off the road is a worthy match for Burger’s spectacular sportsmanship. Schalk Burger

HUMMER Brand Ambasador

Brand Strategy

HUMMER brings you its fashion apparel and accessories that will further entrench this identity.

Every piece of genuine HUMMER apparel and accessory is built for a distinct purpose and represents the same extreme durability and bold style as the vehicle whose name it bears.

The HUMMER collection offers all the unique versatility and functionality you have come to expect from the brand.

HUMMER Clothing Fashion with attitude

Brand Strategy

ADD

Communication & Advt. Strategy

Communication & Advt. Strategy Communicates the brand message through

advertising, sponsorships, in-store environment and on-line experience.

Communication & Advt. Strategy

Giving Customer to Build the Vehicle according to their choice

Communication & Advt. Strategy To boost this image, General Motors also

sponsors the athletes for Olympic

Communication & Advt. Strategy Promotion strategy for the

Hummer at Auto Show

Communication & Advt. Strategy Promotion strategy for the Hummer H3T sport utility vehicle

Thank You…!!!