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GM Final
GM Final
GM Final
Situation Analysis About Chevy Sonic Marketing Strategy Advertising/Promotion Financials Monitors and Controls Contingency Plans Questions
4 wheels Less than $20,000 Less than 3,000 pounds About 161 inches long
Main competitors
Ford Fiesta Honda Fit Hyundai Elantra
Prices increasing by 1% per year Over 2.5 million compact cars sold per year $37 million of revenue per year 4.73% of all cars sold are compacts Compact car sales growing by 5%
Demographics:
Ages 18 24 Minorities Income under $25,000
Attitudes:
Had trouble with old cars so
quality
Compete with primarily with Hyundai, Ford, Toyota, Honda, and Kia
40 MPG
$14,495 base price Replaced the Chevy Aveo (worse quality but lower price)
Print Ads
In school newspapers Offer 50% off oil change promotion
Tailgates
Travel to Universities Tailgating Space Giveaways Booths, banners, and decorations Flyers and brochures 300,000.00 1,250,000.00 105,000.00 25,000.00 10,000.00
Biggest Fan
Depreciation on Giveaway Cars Car Given to winner Biggest Fan Social Media Expert 123,750.00 20,000.00 65,000.00
TV
Production Media Buying 400,000.00 1,350,000.00
Radio
Media Buying 195,000.00
Total
3,843,750.00
PERIOD ENDING Total Revenues Cost of Sales Gross Operating Profit Selling, Gen. & Administrative Expense 2012 Sonic Marketing Campaign Depreciation Operating Income Interest Income Other Income, Net Total Income Avail for Interest Expense (EBIT) Interest Expense Pre-tax Income (EBT) Income Taxes Minority Interest -
12/1/10 135,592,000 111,706,000 23,886,000 11,716,000 7,086,000 5,084,000 1,555,000 1,634,000 8,273,000 1,098,000 7,175,000 672,000 331,000
12,864,495
133,262 117,513
6,172,000
10,476,000
12,613,720
Count measurement
Number of blog posts and comments on our Facebook page Number of likes on our Facebook page Count the number of attendees at the tailgates (clicking
Long-term metrics
Measure how many people stay in the Chevy family after
Focus groups
Measure opinions, product knowledge, and taste preferences
Surveys
Calculate brand awareness Measure number who use the discount program
Use same campaign but reposition slightly for young professionals ages 25 to 34 Emphasize gas efficiency for metropolitan commuters Change media placement to reflect TV channels, radio stations, and websites with high usage indexes for the new market Continue to capitalize on college spirit since they are relatively recent graduates