Chevrolet Chevelle
Chevrolet Chevelle
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 2004 1 18 JEFF GORDON 24 1969 CHEVY CHEVELLE SS MUSCLE MACHINE PROTOTYPE  US $349.99
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 ERTL 1966 CHEVY CHEVELLE SS 396 CHASE CAR 118 BLUE 2T US $250.95
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 ERTL 118 1969 Yenko Chevelle BLUE Chevrolet US $199.95
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 ERTL 1966 CHEVY CHEVELLE SS 396 BLACK CHASE 118 US $190.95
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 1 18 GMP 1970 Chevrolet Chevelle Resotmod Street Fighter 882 1000 MIB US $185.00
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 118 MOTOR STATE DIST 65 CHEVY CHEVELLE SS BLUE XMAS 2007 by LANE EXACT DETAIL US $179.99
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 ERTL 1966 CHEVY CHEVELLE SS 396 BLUE 118 US $178.95
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 Greenlight 1969 Chevrolet Yenko Chevelle Ralphs Customs 1 of 1 Prototype HOT US $174.99
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 Rare Muscle Car w Red Line Tires1968 Chevrolet Chevy CHEVELLE SS 396 124 Scale US $153.30
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 1970 Chevy Chevelle SS Blue Franklin Mint NEW US $149.99
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 1968 CHEVY CHEVELLE SS 396 BARN FIND DANBURY MINT WEATHERED 1 24 CUSTOM RUSTED US $149.95
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 Ertl 118 1969 Chevrolet Chevelle SS396 Yellow US $149.95
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 1968 CHEVROLET CHEVELLE SS 396 124 FRANKLIN MINT US $149.95
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 Franklin Mint 1968 Chevrolet Chevelle SS396 Coupe 1 24 US $145.00
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 JOHNNY LIGHTNING 1969 CHEVY CHEVELLE SS396 R47 124 READ US $141.95
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 ERTL AMERICAN MUSCLE 1966 CHEVROLET CHEVELLE SS 396 118 SILVER WITH BLACK TOP US $141.95
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 118 AMERICAN MUSCLE 1965 CHEVELLE MALIBU SS 396 CHEVY US $117.40
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 RARE GMP 1 18 1970 Chevrolet Chevelle SS Convertible 1 1000 US $109.70
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 FRANKLIN MINT 1969 CHEVROLET CHEVELLE SS 396 LIMITED EDITION OF 500 SOLD OUT US $103.50
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 Ertl 1970 Chevrolet Chevelle 454 SS Red 1 18 US $99.99
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 70 Ertl 1 18 Chevrolet Chevelle SS454 5 Car set 1 Black with White Stripe US $119.99
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 LANE AUTOMOTIVE 118 SCALE YELLOW 1965 CHEVROLET CHEVELLE Z16 HARDTOP US $99.99
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 1965 CHEVY CHEVELLE Z16 CROUS BLACK INT 118 DIECAST US $99.99
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 Ertl 118 1966 Chevelle SS396 BLACK Chevrolet US $99.95
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 Ertl 118 1966 Chevelle SS396 Maroon Chevrolet US $99.95
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 118 1966 Chevelle SS396 SLATE Chevrolet US $99.95
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Analysis And Research
Introduction
Markets consist of people who have the need for a certain product, the ability to purchase it, authority and willingness to buy it too. Organizations on the other hand have the intention of selling their commodities for a profit. Consequently, any marketing strategy must merge these two diverging needs. The latter process forms the backbone of market segmentation, positioning or targeting. This is what shall be studied in the paper with reference to a well known particular case study.
Section 1: Choosing a product or product category
The product chosen for analysis is the Chevrolet automobile brand manufactured by General Motors. Chevrolet is one of the most prominent vehicles sold by the latter company. It falls under the medium sized category although it comes in a variety models. General Motors is one of the top big three automobile companies in Canada. Its sales in 2008 have increased and this is especially the case for Chevrolet.
It is important to study the Chevrolet as a product because it is one of the most identified brands in the automobile industry. This product has been marketed widely hence the reason behind its widespread use. Also, the product has had a long history. It began back in the 1960s with models such as Impala. Thereafter, trimmer models started being introduced into the market such as the Caprice Chevelle, Malibu then the Nova. Today the product is now being identified through a series of models that consumers have received very enthusiastically. (Statistics Canada, 2008)
Section 2: Consumer research and trends
Secondary research was conducted by consulting on national statistics i.e. through Statistics Canada. Through this avenue, it was possible to examine the overall performance of this brand. This was because the ‘performance in a series of towns and cities were enlisted. Consequently, through total sales, it was possible to place this brand in context within the automobile industry.
There was also some primary research that was conducted for this section of the paper. The research involved five interviews conducted by automobile vehicle owners. The individuals were asked questions about the kind of qualities that they look for in a vehicle, whether they had heard of Chevrolet and why they had or had not purchased. The interviews were structured i.e. they contained pre-set questions which consumers were asked. This assisted in the ease of analysis and the latter conclusions were made from the analysis.
The first thing that was identified in consumer segmentation was that consumers' needs were variable; in other words, there is a need to use heterogeneous segmentation rather than homogenous. However, this demand could be placed into some identifiable clusters. Some of them include
- Automobile space
- Automobile price
- Height of luxury offered by the automobile
- Automobile's sportiness
These segmentation mechanisms were largely based on the product qualities. The Chevrolet brand is widely known for its participation in sports. (Statistics Canada, 2008)This is the reason why General Motors has sponsored some racing activities through this brand. Consequently, certain consumers are looking for the kind of product that would fit in with their need for sportiness. Additionally, others may be looking for Chevrolets that are relatively cheap. This is what is largely known as segmentation by price. In such a scenario, most people would be looking for value for their money. Most of them would shy away from purchasing certain items if they think that those items are overpriced. The same mentality applies to Chevrolet.
A number of consumers affirmed that they are mostly looking for a Chevrolet brand that is luxurious enough. This means that the automobile must have certain additional features such as strong engine power, inflatable seats, digital music players among other features. For such consumers, the most important thing for them is that their vehicle must have all the latest features in car technology. General Motors has created a series of models that are tailored to suit this market segment. (Statistics Canada, 2008)Most of these brands have been designed to create comfort while driving, entertainment and safety in the event that an accident occurs.
Other consumers also fell in the latter segment i.e. segmentation by product type. These were consumers who were looking for environmentally friendly vehicles or fuel efficient ones. This segment could also be classified under the segmentation by price sector because those ones looking for fuel efficient vehicles or engines that required less fuel were largely trying to minimize their expenditure after purchasing the vehicle. This category of consumers was quite high especially because of the soaring gas prices that are currently affecting the world today. However, there were also other consumers who simply wanted to play a part in reducing environmental degradation. General Motors has designed some Chevrolet models designed for this purpose such as the Chevrolet Volt. This model is an electric vehicle and is one of the strongest fuel economizers among GM's category of vehicles. Consequently, consumers in this segment usually buy the latter product.
Other motor vehicle purchasers are usually looking for spacious vehicles. This is the reason why General Motors has created series of Chevrolet brands that vary in size. There are those that accommodate an entire family while there are others that are tailored for drivers and their co-drivers alone. Usually, space is also associated with price because automobiles usually have more powerful engines and greater horsepower than the small varieties.
In General Motors, consumer segmentation may also be defined by the four major segmentation variables know in the market. The behavioral segmentation applied to Chevrolet because there are certain makes that are tailored to certain demographic groups hence the presence of demographic segmentation e.g. segmentation by age. Young people tend to look for less spacious makes while the older generations tend to look for more space. Segmentation also exists by geographical areas because large cities tend to focus on sporty vehicles while sparsely populated areas tend to look for functional vehicles. Also, segmentation by buying behaviors applies to Chevrolet because the company adds certain features to encourage those individuals who purchase vehicles for leisure.
Figures for last year obtained from Statistics Canada depict that the company's Chevrolet sales have increased as of 2007. (Statistics Canada, 2008)
Make
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1970 Chevrolet Chevelle