Company Case Q6-Downsizing the Hummer

What other marketing recommendations

would you make?
Recommendations & Opinions

Our marketing recommendations are built on both

 The Marketing Mix

Product
 More Utility: Should have more features than others (more seats,
airbags…).
 Environmental Friendliness : H2 should consume less fuel and
less pollution than SUV
 After Sales: Better after sales service around the world.
 Additional features: Full car insurance.
 Design : H2 should be designed as smaller as other SUV.
 The Marketing Mix

Price

 Low Price: H2 could have been lower as other SUV.

 Customer Friendly Approach: GM could make discounts, credits

terms or allowances.

 Promotional Pricing: Discounts or special offers in promotional

events
 The Marketing Mix

Promotion

 Better public relation

 More ads on TV, magazines
 Entering many exhibitions, car shows.
 Through direct marketing. 
 Billboards posh areas, highways, business districts.
 The Marketing Mix

Place

 Market Expansion: Expand around the world and maintain

distribution channels.

 Mass Market Penetration: Brand of the classes, not masses

 Placement on developing countries: No or very little attention

on the markets of India, Middle east, Africa.
General Point of View

 Brand Value: A new Hummer that is smaller and aimed at women

and new families may appeal to this new market, but will it
alienate the core market.
 Fuel Efficiency & Environment: Higher fuel consumption than
any of SUV cars & non eco friendly solution.
 Brand Equity: the line extensions give short-term sales, in
exchange for diluting the brand’s equity, long-term.
 Diluting the brand positioning of the Hummer, and hurt overall
sales because in consumer mind “A Hummer is a Hummer”