Marketing Management – II

Group Assignment 1

General Motors, Chevrolet

Submitted to Prof. Sapna Parashar

Sr. No Name Roll no.

1 Abhishek Waghachaware 221504
2 Jaishree Bansal 221516
3 Kamlesh Purohit 221521
4 Nikhil Kochrekar 221528
5 Ritika Agrawala 221538
Table of Contents

Sr.no Index Pg no.

1. Introduction 2

2. Objectives 3

3. Target Audience 4

4. Type of Message 5

5. Type of Media 6

6. Measurement of Effectiveness 7

7. Exhibit 9

8. Learnings and Contributions 13

9. References 15

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 Introduction

General Motors
❖ The General Motors Company (GM) is a global American automobile manufacturer with
its headquarters in Detroit, Michigan.
❖ It is the biggest automaker in the country and held the top position for 77 years before being
surpassed by Toyota in 2008.
❖ General Motors runs production facilities in eight different nations.
❖ Chevrolet, Buick, GMC, and Cadillac are its four main automaker brands.
❖ On the Fortune 500 list of the biggest American companies by total sales, GM is listed as
number 22.

Chevrolet
❖ Chevrolet, more often known as Chevy and officially known as the Chevrolet Motor
Division of General Motors Company, is a division of the American automaker General
Motors (GM).
❖ The Chevrolet Motor Car Company was founded on November 3, ,1911 by Louis Chevrolet
(1878–1941) and William C. Durant, the former creator of General Motors (1861–1947).
In a reverse merger that took place on May 2, 1918.
❖ Durant used the Chevrolet Motor Car Company to gain control of General Motors and
return to the position of GM president.
❖ Alfred Sloan chose the Chevrolet brand to become the volume leader in the General
Motors family after Durant's second ouster in 1919, selling mainstream vehicles to compete
with Henry Ford's Model 1919 surpassed Ford as the best-selling car in the United States
by 1929 with the Chevrolet International.
❖ A battery-powered small crossover SUV called the Chevrolet Equinox EV will be
produced by General Motors under the Chevrolet name in 2023.

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 Objectives

❖ Chevrolet’s goal wasn’t only to promote their own EVs but to bring EVs to the mainstream.
So, it would be apt to say that the campaign wanted to promote the EV product category.
❖ Further, they wanted to reposition the Chevy EVs from a niche category to more of a
conventional consciousness and increase the adoption of EVs.
❖ One of the aims of this campaign was also to revitalize the slumping sales of Chevy EVs
because of the recall of all Bolt EV and EUV models from 2020. The recall took place in
August 2022.
❖ Though the ads didn’t directly address the recalls of their EVs which were done because of
the defective batteries prone to catch fires. Chevrolet wanted to manage this PR crisis while
coming out of the bad light and this campaign may help to achieve this.
❖ The Marketing Director of Chevrolet also said that the objective of this campaign was to
establish Chevrolet’s credibility and competency in the EV market.
❖ They also wanted to capitalize on the growing interest of the public in EVs and battery-
electric technology.
❖ EVs tend to be expensive and on the higher end above $60K. With Chevrolet launching
Equinox which would be priced at slightly over $30K. EVs would seem affordable to most
consumers. Chevrolet wanted to portray this through the “EVs for everyone” campaign.

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 Target Audience

❖ Identifying your target audience entails figuring out who is most likely to be interested in
your service or product. Most businesses consider data on demographics like:
❖ Gender, Age, Profession, Location, Income & education level, Marital status, and others.
❖ To market its new EV portfolio, GM declared it will target NFL Sunday football with an
"offensive and critical" advertising campaign. Chevrolet figure out the best way to advertise
it recently launched EV models, aims to play a variety of electric vehicle advertisements at
the location "where America gathers."
❖ General Motors CEO said that company absolutely can capture the market leader Tesla in
US by 2025 in EV segment. The company attempts to get into the pleasure zones of its target
customers, through EV advertisements, which are frequently brief slice-of-life vignettes that
relate with viewers as they draw on shared cultural skills.
❖ “An EV for everyone” campaign seeking an EV for lower end new car, Equinox meets that
goal a car starting with around $30000 and $35000 less than the Tesla model Y which have
real competitive power.
❖ The following can be said about the target audience for the “EV for everyone” campaign:

o Male and Female

o Middle-aged millennial
o Eco-friendly customer
o Innovation and tech lover
o Price-sensitive customer (Targeting customers with lower-end new cars)
o Performance oriented customer

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 Type of Message

Effective communication always depends on how well a message is expressed to the target
audience. If communication is ineffective, the meaning of the message can change at the end of
the customer, or the message cannot be properly comprehended. There is a certain type of
message which are as follow:

• Informational appeal
• Rational appeal
• Ego appeal
• Emotional appeal
• Fear, guilt, and shame appeal
• Transformational appeal

Chevrolet has released the newest pop-focused commercial with a well-liked classic song. Of
course, Chevy is no stranger to using a pop song in a commercial; in fact, Chevrolet so
effectively covered the rock ballad "Like a Rock" that it seems as though the singer wrote the
song specifically for the advertisement. While it's unlikely that the song Chevy chose to support
its "EVs for Everyone" advertisement would have the same longevity in the commercial
landscape, back in the 1980s, it was a huge commercial hit for one of the biggest acts in rock
and roll history.

Through this advertisement Chevrolet want to convey that they have a variety of EV model
available in different segments like SUV, sedan, trucks, and other which justify the “EV for
everyone” statement. The types of messages they used in the ad are more of informational and
emotional appeal which they justify by informing about EVs in different segments like SUVs,
sedans, and trucks. And an ad with songs that make an emotional appeal to consumers by having
the same longevity in the commercial landscape, back in the 1980s, which was a huge
commercial hit for one of the biggest acts in rock and roll history.

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 Type of Media

❖ Chevrolet advertises itself through Newspapers, TV Advertisements, and through Online

Advertisements. Some of the recent ads that Chevrolet and its affiliates have run on TV,
gaming platform The Score, and on Snapchat.
❖ They are aware that younger clients are more environmentally sensitive and constantly on
the search for original solutions to their challenges. With the production of new products
and digital marketing campaigns via a Facebook group for the Chevy Bolt, Chevrolet is
currently making investments in the EV industry.
❖ They have learned the value of using social media outside of sponsored posts and
advertisements through working with brands that are seeking to reach the New Heartland.
Chevrolet recognizes its target market as one that prioritizes experiences over financial
goods and authenticity over imitation, as evidenced by slogans like "Find New Roads" and
"Real People, Not Actors." They frequently post pictures of themselves driving across
various scenery on social media. They use user-generated material because they understand
that praise is best accepted when it comes from an outside source.
❖ Since Football has returned, GM is starting a new, "aggressive and major" ad campaign to
advertise its new EV portfolio, which will air during NFL Sunday Night Football.
❖ The new advertising campaign from GM, "EVs for everyone, everywhere," debuted on
September 18 during the Fox game at 1:00 p.m. and again on September 19 during Sunday
Night Football on NBC.
❖ It's not a brand-new concept from GM to advertise during NFL games. The company claims
that this time will be different though. For the first time, GM will showcase every Chevy
EV model at once to encourage widespread adoption. Even the models that are not yet
available on the market will be featured in the campaign.
❖ GM hopes to fill the void left by EV buyers looking for more affordable options by offering
an electric vehicle in every class. For the first time, all Chevy EV models will be showcased
in a single GM advertising campaign so that potential customers can see the variety of
models entering the electric market.

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 Measurement of Effectiveness

❖ After the campaign launch in August 2022, we can see an increase in the number of keyword
searches for “Chevrolet Equinox” and “Chevrolet Bolt” from the United States of America
and Canada.
❖ Chevrolet's electric vehicle advertisement jumped from second to first place in iSpot.tv's
ranking of the most-viewed automobile ads.
❖ A 22.7% increase in impressions was seen primarily because of an 85.2% week-over-week
increase in estimated TV ad spending by Chevrolet.
❖ The campaign “EV for everyone” by Chevrolet was quite recent there isn’t much
information on the effectiveness of the campaign. But using some modelling techniques and
guesstimates we can gauge the effectiveness of the campaign to some extent.
❖ NFL reaches an average national audience of 17.1 million viewers and 100 million Unique
viewers.
❖ The marketing director of Chevrolet forecasted that the sales of Chevy EVs will top the
previous year’s high of 23300.
❖ General Motors’ marketing spend was $3.3 billion, $2.7 billion, and $3.7 billion in the years
ended December 31, 2021, 2020, and 2019. This was bifurcated into 4 of the General Motors
subsidiaries namely, Buick, Cadillac, Chevrolet, and GMC brands.
❖ Based on the average of the last 3 years we can assume that the marketing spending this year
will be around $3.2 billion.
❖ With $0.8 billion yearly (we get to this number by dividing the total marketing spend of
General Motors by 4) allocated to Chevrolet. An NFL season lasts for 18 weeks which is
roughly 3 months.
❖ If we divide $0.8 Billion by 12 to allocate a certain amount of budget to each month, we get
monthly spending of $66 million. Now multiply this by 3 we can guess that the total spend
by Chevrolet was roughly $200-250 Million for the whole season of NFL.
❖ Year on Year we have seen an increase of roughly 20% in units sold. Last year Chevrolet
sold 23300 units based on this we can predict that this year around 27000 units will be sold.

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 But in Q3 we have seen a massive increase in sales, which stands at 14000 units. Based on
this we can target roughly sales of roughly 15000 units in Q4 2022.
❖ Based on $250 Million marketing spend and sale of 15000 units in Q4 2022. We can guess
that the Cost per Acquisition would be around $1650.

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Exhibits

Exhibit 1

Exhibit 2

Exhibit 3
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 Exhibit 4
Display

Ad last ran on theScore on 12/2/2022

Exhibit 5
TV

Ad last ran on Weather Channel on 12/3/2022

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 Exhibit 6
Snapchat

Ad last ran on Snapchat on 11/3/2022

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Exhibit 7

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 Learning & Contributions
Abhishek Waghchaware (221504)

Learnings: -

This assignment helped me understand the way by which we can have the performance review
of our campaign strategy if it is effective enough, whether is it feasible for the company to
keep the campaign running, etc.

Contributions: -

Helping to analyze measurement of the effectiveness of the campaign

Jaishree Bansal (221516)

Learnings: -

I learnt from this assignment how General Motors took initiative through its brand Chevrolet
EV to excel in the market and grab a pretty good share of it. Hence branding should be such
that it communicates itself in the same form the sender wants to channelize to the receivers.

Contributions: -

Brief overview of Chevrolet and it’s parent company General Motors.

Kamlesh Purohit (221521)

Learnings: -

From this assignment, I learnt how Chevrolet’s "EV for everyone, everywhere" campaign is
targeting audiences with different types of messages, with different media. The campaign
wants to communicate that they have various EV model available like SUV, Sedan, and car
truck for everyone & also their message have emotional appeal.

Contributions: -

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My contribution to the project is, identifying the target audience for the campaign and finding
what type of audience campaign Chevrolet is targeting. What type of message appeals they
want to convey through campaign to their target’s audience.

Nikhil Kochrekar (221528)

Learnings: -

While working on this assignment I learnt how to identify the objectives of a marketing
campaign and how effectively setting objectives can assist in creating a well-rounded
marketing campaign. Furthermore, I also got to know what the Key Performance Indicators
(KPIs) of a marketing campaign could be and how a marketer can take better decisions by
keeping track of the KPIs of the campaign.

Contributions: -

My contribution to the assignment was to identify the key objectives of Chevrolet’s “EV for
Everyone” campaign. Because of recent the campaign was, I also created a model to gauge the
probable impact and success of the campaign using statistics

Ritika Agarwala (221538)

Learnings: -

It helped me do an in-depth analysis of the automobile industry. I also read about the different
marketing strategies used by Chevrolet, and the effects of these strategies on the company’s
market share. While working together in a team, we learnt from each other through discussions
and feedback.

Contributions: -

Identifying and analysing the type of media used by Chevrolet for its marketing campaign.

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 References
https://cleantechnica.com/2022/09/20/chevys-ev-commercials-hope-to-capture-the-nfls-
appealing-audiences/

https://www.chevrolet.com/

https://insideevs.com/news/612527/new-chevrolet-electric-car-ad/

https://youtu.be/XoTeNPRW3u0

https://www.wardsauto.com/industry-news/spending-boost-puts-chevrolet-atop-most-seen-
auto-ads-chart

https://gmauthority.com/blog/gm/chevrolet/bolt-ev/chevrolet-bolt-ev-sales-numbers/

https://www.thedetroitbureau.com/2022/09/chevrolet-wants-to-convince-buyers-evs-are-for-
everyone-
everywhere/#:~:text=A%20new%20Chevrolet%20ad%20campaign,at%20the%20Detroit%20
Auto%20Show.

https://www.adbrands.net/us/chevrolet-us.htm

https://advertisers.mediaradar.com/chevrolet-advertising-profile

https://www.forbes.com/sites/pauljankowski/2019/09/27/how-chevy-is-winning-with-gen-z-
and-millennials/?sh=5e4444632bee

https://electrek.co/2022/09/16/gm-launches-aggressive-ev-ad-campaign/

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