Market Segments Of The Five Brands example essay topic

GM Brands Analyze Chevrolet, Pontiac, Oldsmobile, Cadillac, and Buick The five famous mobile brands with glory history are all from GM. But they are definitely different. Now, the lack of differentiation is impairing the images of the five brands and affecting the loyalties of customers. I will identify the five brands from the view of marketing and find their positions in the market. It is difficult, maybe it is impossible, to change the image of the brand in the customers' minds. We should tap into something that was already in car customers' minds and rebuild the emotional association.

So we should identify the trusted and believable personality of the five cars. The heritages and images of the five cars are following: Chevrolet: Chevrolet has become a part of the American landscape. "Baseball, hot dogs, apple pie and Chevrolet". This advertising reflects Chevrolet's unique position in American Culture. Its personality is speed, endurance, exciting, young, sporty and popular.

Pontiac: Pontiac is cheapest one in the five brands. Pontiac provided many hot and youth-oriented styles. It consistently stood for youth, performance and exciting cars. Oldsmobile: The Oldsmobile is the oldest car in America that is still being produced today. With over 100-years history, the brand possesses considerable heritage. the Oldsmobile is always an innovator. Oldsmobile's initial identity is a sporty and innovative brand.

Its "Rocket" engines and the long, low designs were renowned and admired. Cadillac: Cadillac has become a byword in the English language. Cadillac means the epitome of excellence and the best of anything. Today the Cadillac is the most luxurious of American cars and become America's status symbol. It is luxurious, comfortable, speed and fashion. Buick: The personality of Buick is the smooth power, high performance along with rich detail and comfortable accommodation.

In the customers' minds, Buick is substantial, conservative, stable, powerful and mature. Based on the STP model, the analysis will be unfolded from the three basic aspects: segmentation, targeting and positioning. Firstly, segment the market and define the relevant market. The following analysis will focus on the market of the North of America.

Automobile are the necessaries in the North of America and every adult will be the potential customer of automobiles. But different customers will choose the different brand. We will analyze the customers simply from the following aspects: 1) Ages Young (18-35) sporty, stylist and comfortable Middle-aged (35-55) safe, mature, functional and big space Old (55-70) safe, stable 2) Gender Male: speed, stable Female: style, easy to control, comfortable 3) Income High income: good brand with the style and long history Middle income: stable, save the oil, popular 4) Marriage Single: comfortable, convenience Family: space, stable and safe Secondly, According to the customers' differences and the five brands' personalities, we will define and describe the market segments of the five brands and get the five brands' target market. Chevrolet: Young and middle-aged persons with middle or high-income.

Pontiac: middle-income young single persons. Oldsmobile: The middle-aged or old persons who has emotional association with Oldsmobile. Cadillac: High-income young and middle-aged modern persons with high style. Buick: Middle-aged and old persons who has fixed income and stable family.

Thirdly, draw the positioning map: According to the positions of five brands, we develop a brief new product guideline: Chevrolet: Focus on the stylish and functional. Chevrolet will build performance, style, and quality into dependable, long-lasting cars and trucks. Pontiac: Pontiac will focus on the young persons. It should provide exciting, sporty cars at the mass price.

Oldsmobile: Rebuild the image of sportiness and innovation. We will rebuild the emotional association with the customers through applying the new technologies in the classic styles. Cadillac: Cadillac will focus on the high-income class. It will continue to be the luxurious, sporty and comfortable car with the efficient and durable engine that produces an amazing amount of power.

Buick: Buick should confirm its position of providing upscale cars and will continue to emphasize smooth power and high performance along with rich detail and comfortable accommodation. Sources: web web web.