1 / 14

OnStar

OnStar. Jeff Schoenle CSR 631 November 4, 2008. Topics. OnStar Company Overview Technology Product Services Consumer Behavior Theories Theory Marketing Strategies Conclusion. Company Overview. Owned and operated by General Motors Corporation

nyx
Download Presentation

OnStar

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. OnStar Jeff Schoenle CSR 631 November 4, 2008

  2. Topics • OnStar • Company Overview • Technology • Product Services • Consumer Behavior Theories • Theory • Marketing Strategies • Conclusion

  3. Company Overview • Owned and operated by General Motors Corporation • OnStar services are optional on approximately 50 different GM vehicles • Chevy, Buick, Pontiac, GMC, Hummer, Saab, Cadillac, Saturn • Paired with Verizon Wireless cellular service • Can tie in OnStar service to your wireless plan • Formed in 1995 through partnership between GM, Hughes Electronics Corp., and Electronic Data Systems • Companies worked together in designing software and hardware in order to bring the OnStar service online

  4. Technology • Works with GPS and cellular communication technology • Cellular antenna is located in vehicle • Sends signal to OnStar Center • Can talk with representative at center 24/7/365 via microphone located in cabin • GPS determines location of the vehicle to aid in response • Three Button System • White button on left controls hands-free calls • If You Need To Make An Important Phone Call • Blue button in middle connects you with an OnStar representative • Red button on right signals an emergency

  5. Product Services • Vehicle Diagnostics • Monthly reports on your vehicle’s diagnostics • Reports available on demand • Turn-By-Turn Navigation • Voice-guided directions from one location to a destination • Automatic Airbag Deployment Response • Representative will try to contact you in vehicle if airbags deploy • Emergency Services • Can notify emergency services if accident occurs • Crisis Assist • Can help you in case of poor weather or natural disaster • Stolen Vehicle Assistance • Can help locate your vehicle if stolen • Stolen Vehicle Slowdown Technology • Remote Door Unlock • Locking keys in your car • Roadside Assistance • Flat tire, out of gas, blown engine – NO PROBLEM! • Accident Assist • For fender benders

  6. Product Services (cont.) • Ride Assist • Can help you find a ride if you are unable to drive • If This Looks Like You • Information/Convenience Services • Hotel or restaurant recommendations • Remote Horn and Lights • Locate your vehicle if you forgot where you parked it • Virtual Advisor • Local traffic and weather, stock updates • Driving Directions • Connect with a real person for directions to your destination

  7. Marketing Strategies • Target Market • Car owners/buyers or prospective car owners/buyers • On-the-go population • Families • Working adults • Sales reps • Travel enthusiasts • Those taking long or frequent trips • Impacts of Consumer Behavioral Traits • Want to feel secure • Want to feel like part of community • Want to feel important • Want to feel like they are receiving more value than they are giving up • Cost/Benefit basis

  8. Marketing Strategies • Possible New Markets • Small businesses • Pizza/Food delivery • Package Delivery Services • Possibly work with computer companies to develop transitional software for these businesses • Other Car Companies • Currently only available on GM vehicles • Sell services to competitors • Reduce Cost • Price currently set at $18.95/month or $199/year • Affordability • Luxury Item • Economic Troubles

  9. Consumer Behavior Theory • Consumer Value • Consumer value is defined as an interactive relativistic preference experience (Hilliard 1950) • These four aspects are interrelated • Each aspect can influence the others • Interactive • Involves an interaction between the consumer and the product • Relativistic • Consumer value is comparative, personal, and situational • “It was nice, but just wasn’t for me. I suppose it would be good for people who get in accidents or get lost easily or have car problems, but it wasn’t for me and wasn’t worth the price.” – Shelley Poznic (Portage, IN) • Preference • Consumers have preferences based on value judgments • Experience • Consumer value resides in the consumption experience

  10. Consumer Value • Extrinsic vs. Intrinsic • Receive value from consumption results, achievement of goals • Receive value from the act of consuming • Self-Oriented vs. Other-Oriented • Value the consumption for the benefit it gives to yourself • Value the consumption for the benefit it gives to another party • Active vs. Reactive • A physical or mental interaction with the object or product • Responding to something done or caused by the object or product

  11. What Do You Think? • What category (categories) do you believe OnStar will fit into?

  12. My Thoughts • Efficiency • Convenient one touch buttons • Hands free dialing • Directions to get you where you need to go quicker • Notices about traffic and weather • Diagnostic checks on vehicle condition • Excellence • Can give you hotel and restaurant recommendations • Search for quality • Spirituality • Stolen Vehicle Slowdown • Emergency Assist • Feeling of safety and security for family or other passengers

  13. Conclusions • OnStar is classic example of the aspects of consumer value • May also be viewed using consumer choice theory • Against competitors or similar products (TomTom)

  14. Sources • Information about OnStar can be found at the OnStar website or on the General Motors website • Information pertaining to Consumer Value was found in the article “Consumer Value: A Framework for Analysis and Research”; Morris B. Holbrook, 1999.

More Related