To analyze the marketing efforts of famous American automobile brand Chevrolet.

1. Chevrolet

2. Brief Introduction:
 Type- Division of General Motors
 Industry- Automotive
 Founded- November 3, 1911
 Founder(s)- Louis Chevrolet,William C. Durant
 Headquarters- Detroit, Michigan, U.S.
 Products- Automobiles
 Parent Company- General Motor Company

3. President and CEO :
Duane R. Paddock
Board of Director:
 1)Stephen Girsky
 Director, Member of Finance & Risk Committee
 2) Erroll Davis Jr.
 Union Pacific Corporation
 3)Carol Stephenson
 General Motors Companydirectors

4. Product line
 1 .Advanced Design Center
 2 .Manufacturing and Assembly Plants
 3. Advanced Technology Vehicles
 4. Corporate Affairs

5. Chevrolet Target Market:
 Chevy is the oldest highest sold vehicle in America
which targets most of the middle class consumers.
 It depicts itself as a family-oriented vehicle yet it claims
to portray freewheeling spirit of America.
 Calling itself an All American brand, it targets people
from different parts of the country.
 It has featured many aspects in its vehicles ranging from
small muscular trucks to fuel-efficient SUVs.

6. Chevrolet Positioning:
 Chevrolet has always aimed for the leadership position
in USA.
 It claims itself to be “America’s favorite American car".
Good value, variety and heritage can be a good story.
 It is the official vehicle of Major League Baseball which
helps it gaining more American buyers.
 Their ads talk like a person while clearly admitting that
they are marketing.
 Their ads carry a good sense of humor.

7. Chevrolet Positioning and Brand
Personality:
 Chevrolet has a good chance of leadership position among
all companies working under GM for quiet a while.
 Whenever the time to buy a new car rolls around, Chevy
offers a wide spectrum of vehicle choices to suit all kind of
lifestyle, whatever it may be.
 Chevy’s brand personality is unique because of its power and
long time working. Its engine has that power which makes it
durable.
 It is authentic because of its credible heritage in the country. It
is a part of American history as well as industrial revolution.
 It is talkable being America’s icon. In 1910’s,it was known
have a powerful engine and now its talkability has shifted in
classic revolutionary way.

8. “Chevy runs
deep”
Chevy has worked
under this tagline for
quite a while in which
it goes back to early
50’s when it was new
in the market to
present modern day
where people are
bringing their babies
in Chevy.

9. “Find new
roads.”
Chevy has now ditched the
old tagline of “Chevy runs
deep” and moved on to
“Find new roads” under
which it has revolutionized
itself as a brand that is
thinking in new ways about
its customers, that is globally
marquee, that is
technologically aggressive,
and that is bringing all these
attributes to the table at the
same time.

10. Buying behavior of customers
 Chevrolet is popular among young buyers who wish to get their first
vehicles in an affordable range.
 Lavish sports car users also get their desired high performance rides
in the form of sleek and powerful Corvette and Camaro.
 People with families also opt for Chevy when it comes to their
requirement for spacious SUVs.
 Customers have always been appreciative of the affordable
compact cars offered by Chevrolet.
 Chevrolet has that aura in itself of high quality, high performance yet
it never fails to hit the road in style.
 Chevy’s 70% of sales are known to come from fleets like auto-rental,
police department and car services while 30% are sold to individual
buyers.

11. Chevrolet Logos and
Colors depict:
The Chevrolet bowtie logo was
introduced by company co-
founder William C. Durant in late
1913. The first bowtie logo without
embedded text first appeared in
1985, as part of the Heartbeat of
America ad campaign.[66] In
2004, Chevrolet began to phase-in
the gold bowtie that serves as the
brand identity for all of its cars and
trucks marketed globally.

12.  It depicts the luxury that people associate with Chevrolet car
because of the style and golden color in it.
 Chevy’s logo is iconic.
 Louis Chevrolet came up with the bow-tie logo as a tribute to the
Swiss flag.
 This logo depicts the overall authenticity of the whole brand.

13. Chevrolet’s Website Facilities:
 Chevy has a whole network of customer care where it
maintains online chat, FAQs,email updates, sales
enquiries with customers.
 It also goes through a customer scoreboard where
customers rate, review and comment about their
vehicles.
 It proposes the website visitors to become their authentic
dealers.
 They provide career opportunities and offer vacancies in
their company.