ASSIGNMENT-1

SUBJECT- Brand & Product Management On

ST

SUBMITTED TO: Lect.Kirty Rattan SUBMITTED BY: Manpreet Kaur Roll no. 03 Class. BBA 3rd ,5th sem.(Pbi. Uni.)

Type Industry Founded Founder(s) Headquarters Products Parent Website

Division of GM Automotive November 3, 1911 Louis Chevrolet, William C. Durant Detroit, Michigan, U.S. Automobiles General Motors Company Chevrolet.com

Chevrolet also known as Chevy is a brand of vehicle produced by General Motors Company (GM). Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911,General Motors acquired Chevrolet in 1918. Chevrolet was positioned by Alfred Sloan to sell a lineup of mainstream vehicles to directly compete against Henry Ford's Model T in the 1920s, with "Chevrolet" or "Chevy" being at times synonymous with GM. In North America, Chevrolet sells and produces a wide variety of automobiles, from subcompact cars to mediumduty commercial trucks. HISTORY When Durant sold Chevrolet shares to McLaughlin in 1912, Durant had an idea that McLaughlin was in full production building McLaughlin Cars with Buick power trains (15 year contract Durant had with McLaughlin). Durant felt he could have McLaughlin do with Chevrolet what he did with Buick, and had McLaughlin build his Chevrolets as well. Starting in 1915 in 1916, Durant and the McLaughlin Brothers had traded Chevrolet stock at 5 to 1 and 7 to 1 and took over General Motors holding Company. McLaughlin had no worry about his Buick contract when Billy was back at the helm. General Motors started in Canada in November 20, 1907, McLaughlin and Durant started their company General Motors Holding Company in the USA September 16, 1908. McLaughlin is never addressed by the Ken Kaufmann papers or build documents but takes credit for the Bow Tie information published years before. McLaughlin started Chevrolet trucks in 1919 and General Motors in 1916 became a Corporation. McLaughlin traded the $500,000.00 in Buick stock that Durant had traded him for McLaughlin stock in November 20, 1907. This investment by McLaughlin and Durant gave McLaughlin more

ownership in General Motors and Chevrolet in Canada is Building Chevrolet. The truck plant was shut down after building trucks from 1919.
On November 3, 1911 a racecar driver and automotive engineer Louis Chevrolet cofounded the Chevrolet Motor Car Company with William C. Durant (ousted founder of General Motors) and investment partners William Little (maker of the Little automobile) and Dr. Edwin R. Campbell (son-in-law of Durant).

Durant was ousted from the management of General Motors in 1910. He took over the Flint Wagon Works, incorporating both the Mason and Little companies. As head of Buick Motor Company, prior to founding GM, Durant had hired Louis Chevrolet to drive Buicks in promotional races. Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company. Actual design work for the first Chevy, the costly Series C Classic Six was drawn up by Etienne Planche, following the instructions of his old friend Louis. The first C prototype was ready months before Chevrolet was actually incorporated. Chevrolet first used its "Bowtie emblem" logo in 1913. It is said to have been designed from wallpaper Durant once saw in a French hotel. More recent research by historian Ken Kaufmann presents a compelling case that the logo is based upon a logo for "Colettes". Others claim that the design was a stylized Swiss cross, in honor of the homeland of Chevrolet's parents.

Chevrolet logo, ca. 1943

Future cars, trucks and development

Chevrolet Volt The Chevrolet division is currently recovering from the economic downturn of 20072010. After sales of GM vehicles plummeted and when the U.S Government bailed out the company, GM began developing more fuel efficient cars and trucks in order compete with foreign automakers such as Toyota and Honda. Since, the sales of the Chevrolet brand have been healthy. Sales were up due to new cars such as the Cruze, Volt, and a redesigned Equinox and Malibu. In late 2010 General Motors began a small production of the plug-in electric Volt, which later was announced as the 2012 North American Car of the Year and

World Green Car of the Year, and production numbers are expected around 60,000 in the 2012 fiscal year. At Auto China in 2010 General Motors showed the Volt MPV5 concept, an MPV based on the electric Volt sedan but, the MPV hasn't been official on or if production will exist. Chevrolet has also shown the new version of the Aveo, renamed Sonic at the 2011 North American Auto Show in Detroit. The Sonic will feature a four-door sedan, hatchback, as well as a sport version. The Chevrolet Malibu, which the model of the 8th gen. were considered to have been one of General Motors' turnaround cars through the tough economic crisis of 200810 was announced that a 9th generation would succeed over the previous model in the first quarter of 2012 was revealed in the April 2011 on the company's Facebook page as well as in New York.

New for 20112013 model years:

Spark Sonic Cruze (In production) 8th Gen. Malibu

Marketing
In 2010, General Motors replaced the advertising agency Campbell-Ewald, which served Chevrolet for 91 years, with Publicis Worldwide. Campbell-Ewald of Interpublic Group of Companies had served Chevrolet since 1919.[28] In May 2010 Chevy's advertising account was awarded to Goodby, Silverstein and Partners.[29] Recently, Chevrolet uses a customized Klavika for the vast majority of its marketing type. Chevrolet globally has had their marketing campaigns, songs, taglines, and slogans, including the following.

Slogans

See the U.S.A. in Your Chevrolet (1950s1960s) Putting you first keeps us first (1960s) It's Exciting! (mid 1960s) Building a better way to see the USA (early 1970s) Baseball, Hotdogs, Apple Pie & Chevrolet (mid 1970s)

Good things are happening at Chevrolet (early 1980s) USA-1 Taking Charge (1983) Today's Chevrolet (mid 1980s) The Heartbeat of America (19871994) Rock, Flag and Eagle (19851987) Genuine Chevrolet (19942001 United States; 19941996 Canada) Tried, Tested, and True (19962004 Canada) We'll Be There (20012004 United States) Like a Rock (19912004; Chevrolet Trucks) Featuring the Bob Seger song of the same name An American Revolution (20032009) For All Life's Roads (20042006; Canada) Our Country, My Truck (20062007; Chevrolet Trucks) America's Best Trucks (2007present; Chevrolet Trucks) Let's Go (20072009; Canada) May the Best Car Win (20092010; United States & Canada) Excellence for Everyone (2010present) Chevrolet Runs Deep (2010present) Chevrolet, is the Car (2011present; South Korea)[30]

Products
1. SPARK

Chevrolet Spark has been specially designed to offer you the luxury of a stress-free drive with unique safety features for you and your loved ones.

Car Name Spark 1.0PriceRs. 323458/-

Key Features A stylish hatch back with spacious beige interiors, Smooth, powerful engine with great

Mileage/

2.BEAT

Leave behind the worries of ever increasing fuel prices, ignore the long queues at fuel stations, and pass by every milestone on the road because the new Beat Diesel is here. Equipped with advanced 1.0 XSDE SMARTECH engine, Beat Diesel promises a whopping 24 km/l* mileage for really long drives.

Key Features XSDE SMARTECH Engine, Beat Diesel comes with state-of-the-art Intel drive Technology.

3. BEAT

The all-new Chevrolet Beat has muscle car styling, twin-barrel headlamps, most powerful engine and interiors inspired by the Corvette. This tough, sexy, smart machine is sure to get your heart racing!

Car Name Beat 1.2PriceRs. 355490/-

Key Features Powered by state-of-the-art SMARTECH, Adorned by a large Chevrolet split grille for that irresistible sports car look.

4.U-V

The dynamism of Aveo U-VA is expressed in its sporty design & spacious beige interiors. Circular-theme tail lamps with jeweled elements add to the overall appeal of the car.

Car Name Aveo U-VA 1.2PriceRs. 415645/-

Key Features

Designed by Italdesign Giugiaro Studio, New Bright Beige Interiors Incredibly spacious.

5. AVEO

The super stylish, super smooth Aveo is marked by plush interiors and great performance. Its crisp contours and bold stance gives Aveo a contemporary & urban look.

Car Name Aveo 1.4 LSPriceRs. 589680/-

Key Features

Aerodynamic and rock solid looks with theatre style seating. Amazing ride quality, soaking up bumps and impressive gearshift.

6.OPTRA MAGNUM

Riding high on a wave of style, the Optra Magnum with smooth flowing lines and curved corners looks different from other sedans available in the market today.

Car Name Optra Magnum 2.0 LSPriceRs. 847879/-

Key Features Turbocharged diesel engine for improved drivability and fuel economy. Plush, comfortable twotone beige interiors.

7. CRUZE

Car Name Cruze 2.0 LT MTPriceRs. 1183809/-

Key Features High on safety features including ABS, Remote Key Less Entry, etc. Comfortable drive with independent suspension.

8. TAVERA

Taverns Turbo Engine gives greater power and fuel efficiency. Its thoughtfully designed plush interiors help you reach your destination in complete comfort.

Car Name Tavera B1 - 6 seats - BS3 BGPriceRs. 663684/-

Key Features Ergonomically designed American look MUV. Plush comfortable Captain Seats equipped with easy reclining and sliding facility.

9. CAPTIVA

The Chevrolet Captiva is designed to turn your heads wherever you go. Rugged and attractive, the Captiva is styling at its best. This versatile SUV is a unique mix of style, technology and luxury.

Car Name Captiva LTPriceRs. 1816921/-

Key Features The Next Generation VCDi Diesel Engine, An intelligent Automatic Transmission System.

References
1. ^ GM Heritage Center (1996). "Chevrolet 19111996". p. 97. http://gmheritagecenter.com/gm-heritage-archive/docs/Chevrolet-History/Chevrolet-19111996.pdf. Retrieved April 12, 2011. 2. ^ by the Auto Editors of Consumer Guide (August 1, 2007). "Howstuffworks "1911, 1912, 1913 Chevrolet Series C Classic Six"". Auto.howstuffworks.com. http://auto.howstuffworks.com/1911-1912-1913-chevrolet-series-c-classic-six.htm. Retrieved December 27, 2010. 3. ^ "Chevrolet Bowtie History". http://home.earthlink.net/~scrippsbooth/chevbowtiehistory.html. Retrieved July 21, 2006. 4. ^ Gustin, Lawrence R. (2008). Billy Durant: Creator of General Motors. University of Michigan Press. pp. 266267. ISBN 0-472-03302-6.