 MARKETING REQUIREMENTS FOR DEVELOP A BRAND IN AUTOMOTIVE INDUSTRYLiliana Adela Zima ()
Annals of Faculty of Economics, 2013, vol. 1, issue 2, 664-671 Abstract: TAbstract: The Umbrella Brand can be define to be the mother brand which is not usually model specific which houses the family of brands. sis a trustworthy, relevant, and distinctive promise to the consumer. In our case of General Motorâ€(tm)s Europe, Opel /Vauxhall is the Umbrella Brand. To develop and maintain on the automotive market a strong brand there are some marketing and management requirements to applied. This document summarizes the Marketing requirements for the Gamma Monocab program. The Gamma Monocab will be branded as a Corsa, considering that it strongly relates to the other 4300 bodystyles in terms of exterior and interior styling, and that would benefit from the Corsa brand equity, requiring lower investment in brand awareness. It is very important at the beginning to follow for example the Corsa Product Compendium . This Product Compendium consists in thirteen parts which are: the Foreword, the Executive Summary, The Marketing positioning, the Exterior Design, the Interior Design, the Drive ability Chassis, the Powertrain, the Functionality Features, the Safety and security, the Aftersales, the Infotainment, the Quality and the environment. The essence of Opel/Vauxhall in terms of Umbrella Brand Mission that Opel challenges the market with innovative German-engineered products and services that exceed customers expectations by delivering best-in-class quality and superior value The research was practical because I had an practical degree practice at Adam Opel AG especially at European Business Team and at the Department of markets research and I had an specific field of activity at Corsa Brand Team. The Brand Strategic Objectives are Quality Leadership, Affordable High Technology, Superior Value, Environmental responsibility, Mature driving Pleasure, Harmonious Distinctive Styling. In the Gamma Monocab Opel Zafira and Meriva are the top brands and in this study I tried to make a good compare between these brands and the competitors brands. Market research indicates a high positive correlation between the number of problems a vehicle sustains during its operational life and the overall level of customers satisfaction with vehicle in turn directly impacts willingness to repurchase. Price and packaging will challenge competition making Gamma Monocab a logical decision for customers looking for an ideal compromise between interior space and flexibility for passengers and luggage, with an expressive styling in a vehicle that they can afford. The General Motorâ€(tm)s Europe product â€" base car segmentation includes four major segments which are: larger, smaller, family / functional and sporty/ personal. he Umbrella Brand can be define to be the mother brand which is not usually model specific which houses the family of brands. sis a trustworthy, relevant, and distinctive promise to the consumer. In our case of General Motorâ€(tm)s Europe, Opel /Vauxhall is the Umbrella Brand. To develop and maintain on the automotive market a strong brand there are some marketing and management requirements to applied. This document summarizes the Marketing requirements for the Gamma Monocab program. The Gamma Monocab will be branded as a Corsa, considering that it strongly relates to the other 4300 bodystyles in terms of exterior and interior styling, and that would benefit from the Corsa brand equity, requiring lower investment in brand awareness. It is very important atAbstract: The Umbrella Brand can be define to be the mother brand which is not usually model specific which houses the family of brands. sis a trustworthy, relevant, and distinctive promise to the consumer. In our case of General Motorâ€(tm)s Europe, Opel /Vauxhall is the Umbrella Brand. To develop and maintain on the automotive market a strong brand there are some marketing and management requirements to applied. This document summarizes the Marketing requirements for the Gamma Monocab program. The Gamma Monocab will be branded as a Corsa, considering that it strongly relates to the other 4300 bodystyles in terms of exterior and interior styling, and that would benefit from the Corsa brand equity, requiring lower investment in brand awareness. It is very important at the beginning to follow for example the Corsa Product Compendium . This Product Compendium consists in thirteen parts which are: the Foreword, the Executive Summary, The Marketing positioning, the Exterior Design, the Interior Design, the Drive ability Chassis, the Powertrain, the Functionality Features, the Safety and security, the Aftersales, the Infotainment, the Quality and the environment. The essence of Opel/Vauxhall in terms of Umbrella Brand Mission that Opel challenges the market with innovative German-engineered products and services that exceed customers expectations by delivering best-in-class quality and superior value The research was practical because I had an practical degree practice at Adam Opel AG especially at European Business Team and at the Department of markets research and I had an specific field of activity at Corsa Brand Team. The Brand Strategic Objectives are Quality Leadership, Affordable High Technology, Superior Value, Environmental responsibility, Mature driving Pleasure, Harmonious Distinctive Styling. In the Gamma Monocab Opel Zafira and Meriva are the top brands and in this study I tried to make a good compare between these brands and the competitors brands. Market research indicates a high positive correlation between the number of problems a vehicle sustains during its operational life and the overall level of customers satisfaction with vehicle in turn directly impacts willingness to repurchase. Price and packaging will challenge competition making Gamma Monocab a logical decision for customers looking for an ideal compromise between interior space and flexibility for passengers and luggage, with an expressive styling in a vehicle that they can afford. The General Motorâ€(tm)s Europe product â€" base car segmentation includes four major segments which are: larger, smaller, family / functional and sporty/ personal. the beginning to follow for example the Corsa Product Compendium . This Product Compendium consists in thirteen parts which are: the Foreword, the Executive Summary, The Marketing positioning, the Exterior Design, the Interior Design, the Drive ability Chassis, the Powertrain, the Functionality Features, the Safety and security, the Aftersales, the Infotainment, the Quality and the environment. The essence of Opel/Vauxhall in terms of Umbrella Brand Mission that Opel challenges the market with innovative German-engineered products and services that exceed customers expectations by delivering best-in-class quality and superior value. The Brand Strategic Objectives are Quality Leadership, Affordable High Technology, Superior Value, Environmental responsibility, Mature driving Pleasure, Harmonious Distinctive Styling. In the Gamma Monocab Opel Zafira and Meriva are the top brands and in this study I tried to make a good compare between these brands and the competitors brands. Market research indicates a high positive correlation between the number of problems a vehicle sustains during its operational life and the overall level of customers satisfaction with vehicle in turn directly impacts willingness to repurchase. Price and packaging will challenge competition making Gamma Monocab a logical decision for customers looking for an ideal compromise between interior space and flexibility for passengers and luggage, with an expressive styling in a vehicle that they can afford. The General Motorâ€(tm)s Europe product â€" base car segmentation includes four major segments which are: larger, smaller, family / functional and sporty/ personal. Keywords: umbrella brand; brand strategic objectives; segmentation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ora:journl:v:1:y:2013:i:2:p:664-671 Access Statistics for this article More articles in Annals of Faculty of Economics from University of Oradea, Faculty of Economics Contact information at EDIRC. |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.