Chevrolet Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 01, 2016
Marketing Strategy of Chevrolet analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Chevrolet marketing mix, help the brand succeed.
Chevrolet marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Chevrolet Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Chevrolet Product Strategy:
The product strategy and mix in Chevrolet marketing strategy can be explained as follows:
Chevrolet is one of the car manufacturing companies that have ventured in all the segments of automobile industry. They have wide range of product line from small cars, commercial vehicles, electric cars, SUVs and many more, which covers its product strategy in its marketing mix. Chevrolet is known for its efficiency and product quality. Working in the sector for 104 years, they have never compromised with the quality of the products. It has always ensured to give product performance along with customer life time experience. They have always come up with unique designs along with advancement in technology. Various models of Chevrolet include Chevrolet Spark, Chevrolet Optra Magnum, Chevrolet Cruz, Chevrolet Tavera and many more.
Chevrolet Price/Pricing Strategy:
Below is the pricing strategy in Chevrolet marketing strategy:
Chevrolet has always focused on quality and durability of the products.
They also keep in mind the pricing so that every people can afford and use its products. They always price their product keeping in mind the worth of the product. Prices vary from products to products. Chevrolet has always promised for low maintenance after you purchase any car for 3 years. If we see the price range of Chevrolet products, it varies from INR 3 lacs to 18 lacs in India. Thus, it caters to each segment of the customers from low end to premium segment customers. This gives an overview of marketing mix pricing strategy of Chevrolet.
Following is the distribution strategy in the Chevrolet marketing mix:
General Motors came up with a unique idea to order the global market through the name of Chevrolet. Only in the case of Ocenia, it sold the cars in the name of Holden that belong to an Australian subsidiary. It has presence in almost 140 countries. This helps to build a strong network among the dealers. These dealers push Chevrolet products to customers and make it a first choice of customers. Its presence in 140 countries makes customers easy to Chevrolet products with ease. Thus, customers can easily find Chevrolet products at their door’s step. Chevrolet has come up with unique idea of providing multiple dealerships to cater large number of customers with ease and full fill all their demands. China was the third largest market for Chevrolet in 2009 with sales figure approximate at 333,000. In collaboration with Toyota sold Chevrolet Cavalier as Toyota Cavalier in Japan. Late on, they started importing Chevrolet TrailBlazer and Chevrolet Optra.
In 2003, they decided to enter Malaysia in collaboration with DRB-HICOM and introduced Chevrolet Aveo, Chevrolet Optra and Chevrolet Nabira and many more.
Chevrolet Promotion & Advertising Strategy:
The promotional and advertising strategy in the Chevrolet marketing strategy is as follows:
Chevrolet is one of the most prominent car brands worldwide. As always said promotions and advertisements forms an important aspect for any product to make it reach to customers. It is quintessential in automobile industry where there is an intense competition and is extensively used by Chevrolet. It has been seen that Chevrolet spends lots of money in coming up with creative promotional tactics. They have hired dedicated professionals who are best in the industry so that they can seek advice regarding promotions. They do marketing in very mode such as online, social mode and print media. They also come up with offers to keep their customers intact and boost their sales. They generally provide one year of vehicle insurance completely free of cost. Now they are targeting their customers through digital marketing. Also, they have developed customised strategies depending upon the region you belong to. This covers the marketing mix of Chevrolet.
Chevrolet, formally known as Chevrolet Division of General Motors, is an automobile division of American manufacturers General Motors. It was founded in the year of 1911 by Louis Chevrolet and William Durant. It headquarters in Detroit, Michigan, USA with its operation in all parts of the world. With time, it has become a well known brand in cars and SUVs. It is well recognised in the automobile industry. It has always focused on efficiency and quality. It is said that automobile industry is highly dominated by strong players, but still there is a stiff competition to grab large market share. There are players such as Toyota, Ford, Honda and many more that gives a tough competition to Chevrolet. They do have products such as in automobile segment along with commercial vehicles and trucks.
They also provide services such as vehicle insurance, vehicle financing, repairs and sales. In 2010, Chevrolet operated in 140 countries and has been expanding since then.
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