The target market sought by the Porsche 911 and the Chevrolet Cruze is the standard family car market. This type of market exists almost everywhere on the globe. Most families seek an affordable car that comes with both speed and class. Porsche AG of Stuttgart has tailored its adverts towards attracting standard family customers by showing a family dropping and picking up their children from school. On the other hand, GM has taken upon a low entry price strategy that is a major attraction for most families around the globe.
The Chevrolet cruze targets young, average income earning families. This being a hybrid model from diverse engineering backgrounds, the Chevrolet Cruze is seeks to appeal to the liking of diverse families across the globe. The Porsche on the other hand has a major target of the small families who have an extra dollar to spend for prestige purposes.
The strategy that Porsche AG has employed is a holistic approach to marketing. Through the marketing agency, Porsche has decided to change the perceptions of customers towards the different Porsche brands on the market. Porsche is consistently reaching out to customers using online advertisements, television elements, direct mail and marketing on the mobile telecommunication platform. The GM case of the Chevrolet Cruze encompasses using the social channels like facebook, YouTube, direct mail and a six month event cruze to capture as much of the younger population as possible. The marketing slogan GM has adopted in marketing the Cruze is “Why go for a drive when you can go for a Cruze”.
In order to achieve a wider scale of market share GM should organize more promotions that will capture a bigger market. In these promotions, charity activities and competition should be included with dedicated media coverage. The Porche strategy for the 911 should include more of social networking sites and a price entry strategy. GM should embark on a less internal competitive strategy by delaying the entry of another model. This will maximize the market awareness of the Cruze hence more sales.
GM Marketing strategy for the Cruze
http://learn.senecac.on.ca/~raortiz/FINAL%20DRAFT%20CHEVY%20CRUZE.pdf accessed 26/04/2012 9:54am
Porsche’s Integrated Marketing Strategy, http://www.strategicdriven.com/marketing-blog/bid/44816/Porsche-s-Integrated-Marketing-Campaign-Tackles-Consumer-Perception.
Accessed 26/04/2012 9:54am