Marketing strategy, Chevrolet bicycle, Corporate identity, Corporate design, logo, Corporate communication, commercials, public relations, information, Corporate behaviour, marketing strategy, new market, new product
Word “Chevrolet”comes from French (colloquially Chevy) and is a brand of automobile, produced by General Motors (GM). It is the top selling GM marquee and the best known brand of GM worldwide, with “Chevrolet” or “Chevy” being at times synonymous with GM.1 “Chevrolet” logo consists of cross/plus in gold colour and the name of company “CHEVROLET” in white on blue background. Logo is fashionable and has interesting design, which includes nice, and various 3D shapes, models and frames, different colours, new technologies and many different enhanced versions in its home market.
Corporate behaviour of “Chevrolet” company exists of various internal values and norms:
- Safety for you and family (Example: “Chevrolet is committed to helping keep you and your family safe – from the start of your journey to your destination”).
- Try to cover up fuel consumption (Example: “Why pump your fuel when you can growe it?”).
- Environmentally friendly (Example: “Green car of the year” – according to Green Car Journal; “Gas – friendly, to gas – free”).
- Achieve the best results (Example: fast driving – Chevy Malibu – 2008 car and driver 10th best).
- Based on latest technologies (Example: “Offering our most technologically advances lineup ever”).
- To satisfy one's hunger (Example: “Power and efficiency on demand”).
- Can survive in all seasons (Example: “Imagine: a 40 mile or less daily commute without a drop of gas”).
If we talk about Dutch bicycle market then we have to point out that the main bicycle producers are Dutch companies – Gazelle, Batavus, Koga and Sparta. For example: ”Royal Dutch Gazelle sold 316,000 bikes in 2006; 12 % more than in 2005. In terms of euros, the Dutch bike maker performed even better.
The company saw its turnover increase by 16% from € 128.1 million in 2005 to € 147.1 million in 2006. Operating result went up from € 10.7 million in 2005 to € 12.1 in 2006.” Bicycle industry in the Netherlands is fast growing. So this means that even if Chevrolet will sell their bicycles in the Netherlands, they cannot exclude Dutch companies as their competitors.
In the Netherlands bicycles are very popular and they are often used a way of transport. Nearly half of respondents would be motivated to buy “Chevrolet” bicycle, because of its good quality and up-to-date design. Therefore we need to concentrate on achieving the best possible results in these fields.
In opinion of respondents, “Chevrolet” bicycles need to have reasonable price in order to attract our main target group – students. The price of bicycle will therefore start at €600. Our bicycle will be unique thanks to great design, possibility of creating bicycle according to customer's needs and reasonable price.
[...] All 36 respondents know the brand “Chevrolet” What do you associate with this brand? 16 respondents associate this brand with exclusivity; 15 of them answered with other variant and associate brand with big cars, old- fashioned, ordinary car company, automobiles, mountain man, United States, voyager, classical American brand which sells cheap Korean cars on the European market, it brakes down often, luxury brand, very fast, sees it on television, large US brand, big and bad for environment; 6 of them answered that this brand's products are based on latest technologies What do you associate with “Chevrolet” design? [...]
[...] For this part, we decided that our means of communication will be the Internet, TV Commercials, Radio Commercials, Direct Sale, Banners and Dutch magazines. In each of them, we will develop a short message, clear and specific. The aim of this approach is to show the concept of the product as clearly as possible Who? We would like to find an “Endorsement star” to promote our product, and to communicate a message in support of Chevrolet bicycles. It should be a very good idea how to influence our target group and persuade them to buy Chevrolet bicycle. [...]
[...] Does your child ride by a bicycle? Only two respondents have children, and both of them answer that their children ride a bicycle Definition of the target consumer Our main target group will be students who are living in the Netherlands and are between 18 and 25 years old. Their level of income is low they usually receive money from parents or have part- time job. We will concentrate on students with active lifestyle who require bike with good quality and good appearance. [...]
[...] For example, it could be in various colours, good looking, unbreakable, not requiring any service, light, adjustable for every kind of surface (for mountain, touring and city bicycles) with front and back halogen lights, with GPS, with a lot of different speeds, because it will express friendly, stylish, exclusive, beauty, voyager, ordinary, simple, up-to-date, refined and chevy style of America's brand and it can be easier to remember than text. In opinion of respondents “Chevrolet” bicycles need to have these kinds of characteristics, colours and shape elements. [...]
[...] 15 people would be interested in buying exclusive bicycle because of its quality, for other 6 respondents is design most important. Only 4 people would buy "Chevrolet” bicycle because of the brand people would not have an interest in buying it at all and last 4 would buy it because of other reasons, for example for necessity or prize What is the highest amount you would spend for an exclusive bicycle? Only 5 people would be willing to buy "Chevrolet” bicycle for 1001 1500. [...]
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