9. T he H3 is the smallest of the Hummer, H3 was introduced in 2006 and based on the concept of compact pickup trucks. H3 Hummer models is the first to be built by GM. HUMMER H3 models come in H3,H3X, H3 Alpha HUMMER Product Range Cont... Hummer H3
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11. STP Profile SEGMENTATION : Hummer's target market segment cannot be very large because of the high price of the vehicle. Hummer's market segment consists of males between the ages of 25 and 44 who earn over $100,000 a year.
12. STP Profile TARGETING : Hummer's market is divided into four categories The realist, The discerner, The conqueror, & The adventurer
13. The realist considers Hummer for its practical purposes, and will therefore make use of the vehicle's off-road prowess The discerner is a connoisseur for the finer things in life, who appreciates Hummer's status, but is unlikely to go off-roading. The conqueror is a successful person who wants people to know it, who appreciates Hummer for its exclusivity and attention grabbing looks. The adventurer , who wants to take the Hummer off-road. STP Profile
14. STP Profile POSITIONING: Positioned as a “ Like Nothing Else ”. Hummer represents both a rediscovery and reinterpretation of what the adventurer always wanted in vehicle during a drive on rough road, water.
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17. Product Strategy HUMMER’s MODIFIED AMBULANCE Its called “HUMMER Extreme Rescue Vehicle” it signalled the start of a new age for rescue services in the World. With the HUMMER’s capabilities, there is no place this vehicle cannot travel – just as a rescue service vehicle is expected to do.
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