Marketing Case on Hummer
The ad went “the world’s most serious 4*4”. It portrayed the vehicle’s offrorad capabilities and military heritage. The target market was rich affluent people who could pay 100000 dollars to own the toughest vehicle. Am general also opened a Hummer driving Academy to train people how to drive it.
GM market research
GM found that most people associated Hummer name with the rugged and tough vehicle. In 1999 Gm made a contract with Am to buy the brand name and supply them with H2 sport vehicle for next seven years. H2, a smaller version would appeal to wealthy individuals, baby boomers who wanted to enjoy the life by facing challenges, and also to 30-40 individuals who were working in investment banks or so.
GM also hoped to launch H2 in luxury SUV market. Gm planned to sell 19000 H2 in 2002 and continue selling 40000 for the next years with a starting price of 49000 dollars.
Softening the market
Gm hired Modernista to develop 3 million dollar ad campaign, which