Comparing Chevrolets Two Different Types of Marketing Programmes - Essay Example

Compare Chevrolet’s Two Different Types of Marketing Programmes for 2010 Camaro vs 2009 Corvette C6 Introduction The American automobile industry has grown in both quality and quantity, especially with regard to the personal car segment. ‘This is because different consumers have different tastes, which the manufacturers must seek to meet’. Whereas some of the consumers are interested in style, others are interested purely in functionality. There are those who go for price, while others go economy in terms of running costs. A large percentage of consumers go for vehicles which are robust and can be used in all manner of terrain. Some manufacturers have sought to tap from all these market demands by manufacturing different vehicles which appeal to different consumers. One such company is Chevrolet, which has developed two car models, the 2010 Camaro and the 2009 Corvette C6. ‘These vehicles have been on the market for more than forty years, and are famed for their muscle, speed and rumbling noise’. The more than ninety-nine years that Chevrolet has been in the car manufacturing industry has given it a solid grounding as far as the marketing of its car brands is concerned. This paper aims at comparing the marketing strategies Chevrolet employs in the marketing of these car models, the 2010 Camaro and the 2009 Corvette C6 ( Stephens, 2008) 2010 Camaro Chevrolet produced the Camaro from 1965 until 2002, when production was stopped because the model had become unpopular. This is because its performance was unsatisfactory, yet the price was rather high. The losses could not easily be mitigated by Corvette, whose market appeal was more than that of the Camaro and hence, was preferred by consumers. “It was not until 2007 that the Camaro was redesigned and relaunched as Camaro 2010” (Edwards, 2006. p.45). The price and performance issues that had previously been a problem had been fixed. Globalization The 2010 Camaro C6 is more of a territorial car brand. It is mainly produced and on American market. This is because the manufacture of the car is rather expensive, which translates to a higher price for the finished product. A few able consumers outside America place special orders and often ask for customization of certain features. Others can only afford to buy the previously owned units. Relationship with other functions and brands of the organization The 2010 Camaro is usually manufactured because it has certain features which are not found in other brands manufactured by the company. It is for example said to be in the same league as the Mustang GT was preferred when Camaro went out of circulation in 2002. It also closely relates to the Pontiac Firebird, with which it shares lots of features. Most of the parts that go into the assembling of the 2010 Camaro are manufactured by the company, with only a few being outsourced. Companies which manufacture spare parts which may not be Chevrolet itself. Segmentation Chevrolet has tried to segment its products as far as Camaro is concerned. There are various brands of the car which appeal to different classes of customers with different tastes. There is the Camaro 3.6-litre V 6 with a 306 horsepower engine, which has a low price but with good performance. Its engine is however inefficient. The Camaro 2SS lies in the middle in terms of price with a higher performance ensured by the engine capacity of 6.2 litres. It is higher in the sports cars league, with a 426 horsepower engine ( Johnson, 2006). Environmental Issues The 2010 Camaro is quite an environmental friendly car. The engine has been built to ensure complete combustion of fuel, leaving no room for environmental pollution. The exhaust system is also robust and built from materials which neutralize any pollutants that might find their way to the atmosphere and pollute it. It cannot however be claimed that the car does not completely pollute the environment. A notable aspect of pollution often overlooked is that caused by noise from the car. Purchase Decisions As earlier stated, different people will chose a particular car model for different reasons. Those interested in lower prices would go for LS V6 series, though its performance is not as good. Those who want a better performing Camaro and which is ion the highest league of Sports cars would go for the 2SS model, which is rather expensive. ‘This model is also ideal for those looking for great handling, reliable braking and lots of horsepower’. These are among the things that one considers before making purchase decisions. Channels of Distribution It was earlier said that Chevrolet does not have many plants outside America that deals with the manufacture and sell of their brands. Most of the overseas consumers place orders either through agents from the manufacturer himself. A number of dealers are however located in strategic places in America, with a few agents in other parts of the world. Promotion and Advertising Like any other good to be sold, Chevrolet has had to carry out various promotional and advertising activities. ‘This is done through both the print and electronic media’. There are lots of advertisements in newspapers and magazines which are patronized by prospective clients. The television and radio stations have also been used, as has been the internet. Sporting activities such as Motor Racing have been used for promotional purposes, as has been football and other sports. This has ensured a wider reach of the product to prospective consumers. Pricing Various models of the car are priced differently. The LS V6 low end series is priced from $ 22, 680, while the high end 2SS Sports car retails from $ 33745. The price for buying the previously owned units is a bit lower depending on depreciation. Ethics Chevrolet is a company that operates within high ethical standards. It pays its employees well and does not discriminate them on any grounds. It is committed to environmental conservation, and creates a conducive working environment free from health hazards. The Corvette C6 The Corvette has been on the American market since 1953, and its production has never been disrupted. It is an extremely powerful car whose price is affordable as compared to imports such as Ferrari and Lamborghini. Though a number of variants have been produced, the Corvette C6, introduced in 2005, was the beginning of the sixth generation of Corvette. 2009 has seen the development of three different models. These are the Corvette C6, Corvette Z06 and Corvette C6 ZR1. All these have different features that appeal to different market segments. Globalization ‘The Corvette C6 is an expensive car designed specifically for the American market’. As such, there are no many manufacturing plants outside America, as this is s more or less territorial car. Most of the units sold outside America are ordered for right from American dealers. A few sold as previously owned are transacted for on private basis. Relationship with other functions and brands of the organization There are a number of firms which manufacture parts used in the production, assembly and repair of the Corvette C6. It is also said to be in the same league with Ferrari and Lamborghini, which are considered super-cars. Because Chevrolet manufactures other car models, it is likely that customers who cannot afford a Corvette C6 would opt for a cheaper model from the same company; hence giving the company profits whichever car is sold. Segmentation Product segmentation has been done to ensure customers get what best suits their needs. There are three variants of the 2009 Corvette C6. The Corvette C6 has a 430 horsepower engine. It has speeds of up to 15/25. This is the base model that is fit for the low end buyers of such a first class car. The ZO6 is similar to the C6, only that it has a higher performance and 505 horsepower engine that is much more powerful. It is produced for the middle class buyers of this make of car. It is also made from strong, nut light aluminum and magnesium materials. The ZR1 Model boasts of a 638 horsepower engine equipped with a supercharger. This make is for an exclusive class. It is said that about 2000 units are produced each year, with most of the work being by hand. Environmental Issues Emissions from the engine are very minimal, hence limiting the car’s chances of being a major pollutant. Most of the fuel is completely combusted, and that not is purified in the exhausts pipe before being released in to the environment. There is however considerable amount of noise pollution emanating from the car’s engine and rattling. Purchase Decisions The decision to purchase any of these models is dictated by a number of factors. One is the price. Those with more money to spend go the more expensive ZR1, while those with less would settle for the base C6. Speed, comfort and prestige are other determinants. The price of models with comparable models can determine a consumer’s purchase decisions. Channels of Distribution Most of the Corvette C6 models are disturbed by distributors in America because there isn’t much selling outside the America. A few units sold outside America are either second hand or bought directly from distributors or from private individuals as previously used vehicles. Promotion and Advertising ‘Advertising is done through both the print and electronic media’. The internet, trade fairs and sporting activities are other avenues where advertisement and promotion is done. The company sponsors major sporting activities from where they are able to advertise. Pricing ‘Different variants are priced differently depending on a number of factors’. ‘The first is the cost of producing the unit’. There is also the issue of functionality, safety and prestige. The base C6 is for example said to retail at $ 48,565 while the ZO6 retails from $ 73, 029. The high end ZR1 retails at $ 103, 970. The price of comparable variants is also considered in setting the price fir these variants. Ethics Just like the case of 2010 Camaro, Chevrolet has tried to adhere to that which is ethical and legal in their performance of duty. The company does not discriminate against employees or willingly do things that would compromise the health of its workers. Conclusion The difference is the pricing is justified because these models are not similar. The various variants of Corvette are more expensive because of higher performance than that of the 2010 Camaro. The cost of production could also have been higher, hence the need to raise the cost price. References Edwards, D. (2006). Chevrolet: Segmenting Products. New York: Auto Magazine Printers. Johnson, M. (2006). 2010 Camaro: Facts and Figures. Chicago: Avenue Books. Stephens, Y. (2008). Motor and Motoring Facts. New York: Crisp Publications. Read More