Marketing the Buick Brand
Marketing the Buick Brand
Bryan Van Horn
Cardinal Stritch University
Marketing: MGT 426
August 18, 2014
Table of Contents
Introduction3
General Motors History3
The Buick Brand6
Buick Customer Analysis6
Competition7
Current Marketing Strategies8
Pricing: Objectives and Policies8
Product/Service9Promotion 10
Placement 11
Conclusion and Recommendations 11
References 12
Appendix 13
Introduction
Buick is one of four brands in the General Motors line-up of automobiles. In an effort to increase sales, General Motors is rebranding the Buick image to appeal to a broader spectrum of customers. Historically, Buick has often been thought of as “a brand for older customers” (Healey, 2012). Buick now sees an opportunity to challenge that image because of potential new market segments; higher income distribution is creeping into younger, tech-savvy age groups and there has been a dramatic rise of the upper middle-class in China. By borrowing lessons learned from European automakers regarding style and service, Buick can deliver a quality, attractive product.
General Motors History
General Motors was incorporated in Detroit in 1908 by its founder, William Durant. Durant chose Detroit for its abundant carriage manufacturing labor force. Americans were eager to replace their horse-drawn carriages with the newly invented automobile and General Motors was soon to become the Nation’s largest automobile producer. As a testament to early marketing strategies, the first provincial president of the Republic of China, Dr. Sun Yatsen, was photographed during his 1912 inaugural parade, riding in a Buick.
source: http://blogs.motortrend.com/happy-110-birthday-buick-your-future-looks-bright-29237.html
With a fleet of well-healed bankers to finance him, Durant acquired companies such as Old’s Motor Works, Oakland Motor Car Co. (Pontiac), Cadillac, Champion Ignition Company (AC Spark Plug), Rapid Motor Vehicle Company (GMC
Bryan Van Horn
Cardinal Stritch University
Marketing: MGT 426
August 18, 2014
Table of Contents
Introduction3
General Motors History3
The Buick Brand6
Buick Customer Analysis6
Competition7
Current Marketing Strategies8
Pricing: Objectives and Policies8
Product/Service9Promotion 10
Placement 11
Conclusion and Recommendations 11
References 12
Appendix 13
Introduction
Buick is one of four brands in the General Motors line-up of automobiles. In an effort to increase sales, General Motors is rebranding the Buick image to appeal to a broader spectrum of customers. Historically, Buick has often been thought of as “a brand for older customers” (Healey, 2012). Buick now sees an opportunity to challenge that image because of potential new market segments; higher income distribution is creeping into younger, tech-savvy age groups and there has been a dramatic rise of the upper middle-class in China. By borrowing lessons learned from European automakers regarding style and service, Buick can deliver a quality, attractive product.
General Motors History
General Motors was incorporated in Detroit in 1908 by its founder, William Durant. Durant chose Detroit for its abundant carriage manufacturing labor force. Americans were eager to replace their horse-drawn carriages with the newly invented automobile and General Motors was soon to become the Nation’s largest automobile producer. As a testament to early marketing strategies, the first provincial president of the Republic of China, Dr. Sun Yatsen, was photographed during his 1912 inaugural parade, riding in a Buick.
source: http://blogs.motortrend.com/happy-110-birthday-buick-your-future-looks-bright-29237.html
With a fleet of well-healed bankers to finance him, Durant acquired companies such as Old’s Motor Works, Oakland Motor Car Co. (Pontiac), Cadillac, Champion Ignition Company (AC Spark Plug), Rapid Motor Vehicle Company (GMC
References: Glinton, S. (2014, August 7). Buick Regal competes with German luxury cars. Retrieved from http://www.npr.org/2014/08/07/338498112/buick-regal-competes-with-german-luxury-cars Halliday, J. (2013, March 14). Buick’s road to redemption. Retrieved from http://www.forbes.com/sites/jeanhalliday/2013/03/14/buicks-road-to-redemption/ Healey, J. (2012, June 22). Buick tweaks its image to appeal to more drivers. Retrieved from http://usatoday30.usatoday.com/money/autos/story/2012-06-22/buick-tweaks-image/55747550/1 The Economist. (2009, January 30). Alfred Sloan. Retrieved from http://www.economist.com/node/13047099 Wendler, A. (2013, April). Buick Riviera concept: Look closely for a peek at the brand’s future.