marketing presentation - gm fuel cell

7/31/2019 Marketing Presentation - GM FUEL CELL

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CELL COV

MARKETING PLAN

Team MentholatumBurhan Saiyed

Ross Sarraf

Josh Higgins

Ashish Manjrekar

Daniel Wemmell


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Agenda Timeline

Introduction

Mission &

Goals

Research &TargetIdentificatio

n

Marketing ProgramConsiderati

onsQ&AKPI

Presentation Time = ~20 minutes


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Introduction

Fuel Cell vehicles are the future ofautomobiles

GM on the forefront of this technology

We will be presenting our recommended

marketing plan for GM to enter the market withtheir Hydrogen Fuel Cell Vehicle


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Our Mission

We plan to enter the luxury segment of the

automotive industry with the aim of becomingthe leading brand of Hydrogen Fuel Celled

Vehicles which will resonate with GMs currentluxury brand segment and will help strengthen

their brand and reposition their luxury segmentto the new markets.

-Team Mentholatum


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Our Goal

Develop Brand Equity

Chosen Brand should reflect the price to becharged

Strong brand presence and potential

Introduce Hydrogen Fuel Cell in GM vehicle

line-up in a sustainable model


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Research & Target Identification


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Research Methodology

Interviews

Car dealers

Focus Groups

Surveys

Not Feasible


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Potential Segments

Segment AMale Youth Market (18-24 year old)

Sporty, price conscious for fuel, car design and features important, cost of car irrelevant

Segment BFemale Youth Market (18-24 year old)

Fuel Efficiency priority, Compact design, Not chasing after too many features

Price of car should be practical

Segment C

Young Graduate Male Professionals (24-35 year old),Income range over $65,000

Looking for utility in vehicle as well as features, Fuel efficiency required, Car design must reflect

their position

Price of vehicle should be justified according to features and benefits provided

Segment D

Young Graduate Female Professionals (24-35 year old), Income Range over $65,000

Career oriented and independent, Simple car with limited care or effort required for upkeepPrice of vehicle should be economical, Fuel efficiency

Segment E

Mature Professional (35+ years of age), Family people (Parents and kids), Combined Income of

household $80,000+

Fuel economy priority, Convenience for children and child seats in vehicle

Must be able to survive long trips and drives daily

Price of vehicle should be practical


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Market Opportunities

Environmental Concerns

Price Concerns

Vehicle Features

Car Maintenance and Upkeep


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Opportunities by Segment

Customer Segment Opportunities to Attract

Segment A 9

Segment B 9

Segment C 17

Segment D 15

Segment E 4


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Segment SelectionBenefit Importance by Segment

Feature/Benefit A B C D E

Design 7 5 7 6 4

Fuel Economy 5 6 5 5 7

Interior Space 3 3 6 4 5

Price 4 7 6 6 7

Features 2 2 6 4 3

Environment Friendly 3 4 4 4 3

Brand 4 2 7 4 3

Warranty Coverage 3 3 7 5 6

TOTAL 31 32 48 38 38


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Rising Professionals

Male graduate professionals

Rising executives, doctors, lawyers

Products and technology that reflect lifestyle

Sporty, luxurious, high-quality car


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Focus Group Surveys

Manufacturer Words of association (most

frequent)

Honda Quality, Economical, Family

Toyota Global leader, Recalls, Stylish

Mercedes Luxury, Class, Expensive

Chevy Economical, Everyone, Efficient

consumption

Buick Classy, Mature, Quality

Cadillac Expensive, Mature, Gas guzzler

Lexus Executive, Expensive, Stylish


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Focus Group FindingsVisuals

Buick:

Expensive

Unique design

Executive class

Cadillac:

Expensive

Traditional design


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Focus Group FindingsDiscussions

Vehicle represents status and self-worth

Willing to spend $40,000 on luxury car

Features and technology is important


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Buick Current Positioning


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Perceptual Mapping

Desired Location


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Marketing Program


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Product


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Product

Brand: Buick Model: Verano h2

What sets it apart? Brand Equity

Latest technologies

Trendsetter for YoungProfessionals


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Product

Key Benefits Luxury Drive Silent interior Superior quality features Latest Technologies Range: 450 miles (10kg

tank)

ValueBuick Premium

Member ClubExecutive Series for

Rising ProfessionalsEnvironment Friendly


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Front Console Features

Wireless ChargingStation

BlueLink Mobile Connectivity Power OutletEasy ControlsFull Digital Display


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Panoramic Sunroof


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Product

Possible Co-Branding:

Bose

Google Navguide

Logitech for docking and connectors Powermat for wireless charging


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Pricing


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Competitor Stance

Hyundai: Predict their Vehicle cost to be around $40,000

(expected)

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

Toyota: Price not disclosed but claiming unbelievable

affordable options

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


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Pricing

Current Models

$22,000 - $28,000 MSRP

Buick Verano h2 $32,000 - $36,000


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Pricing

Sustainability

Buick Verano = Chevy Cruz Chassis

Added design feature of the Panoramic sunroof

Sustainable as no compromise on costs andsaving money


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Pricing

Unique Selling Proposition

Co-branding with suppliers such as Bose,

Logitech, Google, etc. Panaromic Sunroof distinguishes from current

Verano Models

Financing and Leasing options through GMs

financial services would allow for morereasonable and appealing plans for car buyers


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Placement


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Placement

Direct Market Penetration through owndealerships

Prestige association and first hand data

availability of customers Guaranteed customer service standards

Market Entry through: California, New York

and Hawaii Expansion Possibility through their 5000

dealerships across USA


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Placement

57 Buick Dealerships

11 Buick Dealerships

8 Buick Dealerships 19 Buick Dealerships


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Placement

Expansioninto suburbsof

metropolitancities.

Post 2015

Marketentrance in Il,

Tx, NV, etc.

Late 2015

Build positivecustomerexperiences

in launchlocations

MarketingInitiates inother metros

Mid 2015

Concentrated marketingefforts CA,

NY, HI

Early 2015

H d I ti E i


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Hydrogen Incentives ExpansionMap

U.S. Department of Energy Hydrogen

Fuel Cell Incentives and Laws -2012


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Placement

Refueling in Metropolitan Cities

Hawaii tourism central, worldwide customer exposure as

well as local market word-of-mouth


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Positioning - IMC


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Positioning

Veran

o h2

TargetSegment

MessageContent

MediaChannels

Utilized

MeasuringOutcomes

Objectives:

1. Maximize Brand

Awareness

2. IncreaseConsumerPurchase Intent


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Target Audience

Rising stars in their chosen professions

Information savvy and tech friendly market

Online medium effective

Traditional mediums utilized with innovativecontact points


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Message Content

Core benefit of soundproof drive

Supplementing with emphasis on technologyand environment benefits

Ads address regular problems faced by thesegment:

Quiet drive to/from work

Fewer mechanic visits Latest technology on wheels

Innovative design and features making you standout


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Ad Content


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Media Channels Utilized

ATL: Television spots

Reviews - WSJ, Economist, GQ, Popularmagazine

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 forrental tryouts


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Suggested Timeline

Time ActivityNov13 Teaser Viral Marketing for New Buick Verano H2

Dec13-Mar14 University visits and Student trials at Top tiered universitiesFeb14 Superbowl Ad for Buick Verano H2Mar14 Test drive for car advice experts for Wall Street Journal, Forbes, Times,

Newsweek, etc.

Jun14-Jul14 Appearances at Trade shows just to create buzz about vehicle on Internet searchresults

Sept14 Nov14 Online advertising on popular streaming websites such as Hulu, Netflix, TheDaily Show, Colbert Nation

Sept14 Nov14Product 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)

Jan15 Online viral campaign for advertisement with basic television to save on spendand maximize reach and interest of audience

Reason behind chosen


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Reason behind chosenchannels

Increase Reach

Increase Frequency

Minimizing ad spend

Directed marketing efforts for customers andusing trusted sources for information

Th G i I d t U t d


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The Gaming Industry UntappedPotential

Build presence in virtua-sphere throughProduct Placement in popular video games

Grand Theft Auto

Sims/Virtual worlds WHY: Increases brand awareness, Future

potential market, Brand affiliation throughvoluntary exposure


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Considerations & Closing


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Considerations & ClosingStatements


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Considerations

To build Trial Purchase:

Offer test drives in universities for graduatingstudents

Create online presence on credible/opinion leaderwebsites

Offer flexi-pay options through GM financing forapproved credit

Longer warranty periods than competition


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Considerations

To build Brand Loyalty:

Maintain highest customer satisfaction practices

Remain in touch with employees through their

products life and after Buick Prestige Membership

To build Brand Experience:

Create contact points at luxury rentals for riskaverse people to try out

Offer rental companies better deals for highestBuick rental scores


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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


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Performance Indicators

Loyalty KPIs

Referral Rate of new Buicks

Members Joining Rate (Buick Prestige Membership)

Number of Shares Per Month Number of Likes per month (Facebook)

Times Buick Verona H2 searched on Google

Mentions on the Internet (via Cloud metrics)


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Question & Answer Session

Possible Problems and their


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Possible Problems and theirSolutions

Production Volume Concerns

Shares the basic chassis of Chevy Cruz

Fuel Cell Engine major cost, No major redesign or

new production costs Service/ Customer Satisfaction Concerns

May appear high cost- low return

Total brand expense, supplemented with Veranoh2

Concentrating a line of vehicle for youth will buildlonger lasting relationships with customers

Possible Problems and their


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Possible Problems and theirSolutions

Infrastructure Availability Concern

More and more states gradually adoptingtechnology

Helpful as can allow for concentrated marketingefforts spreading nationally with advent of fuellingstations

Mobile Fuelling stations in metropolitan areas

where customers commute to a central location(business district) and can refuel where they are

marketing presentation - gm fuel cell

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