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General Motors Marketing Internship (GMMI)

University of North Texas Spring 2004. General Motors Marketing Internship (GMMI). Goals for the Session. Clarity Who: The Partners What: The Program Where & When: Your logistics Why. Introduction. EVP History Founded in 1991 Programs on 350+ campuses

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General Motors Marketing Internship (GMMI)

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  1. University of North Texas Spring 2004 General Motors Marketing Internship (GMMI)

  2. Goals for the Session • Clarity • Who: The Partners • What: The Program • Where & When: Your logistics • Why

  3. Introduction • EVP History • Founded in 1991 • Programs on 350+ campuses • International as of Fall of 2003 • Partnership of business with education • Partnership concept • Seeking innovation and fresh ideas • Coca-cola, Citibank, Honda, FBI, more

  4. Introduction • Program Facilitator, Robin Gedman • Liaison • Source of Information • My background

  5. Chevrolet Oldsmobile Cadillac Buick Pontiac GMC Saturn Hummer Saab General Motors General GM Corporation Divisions

  6. General Motors General • Headquartered in Detroit, MI • World's largest vehicle manufacturer • Employs 342,000 people globally • Has been the global automotive sales leader since 1931

  7. Aveo5 Colorado Equinox Know Your Client & Products Chevrolet

  8. Vehicle Launch On dealer floors 1/04 Target Market Young buyers (entry level price) Competition Toyota Echo, Hyundai Accent, Kia Rio, Toyota Scion Features Flip and fold seats Available CD/MP3 player and remote keyless entry Seats 5 High quality interior materials Know Your Product - Aveo5

  9. Vehicle Launch On dealer floors 1/04 Replaces the S-10 Target Market Males 25-40, better educated, more diverse Competition Toyota Tacoma, Dodge Dakota, Nissan Frontier, Ford Ranger Features 175 hp/4 cylinder 220 hp/V6 Deepest cargo box More shoulder/hip and leg room than Tacoma and Ranger Models Crew Cab, Extended Cab, Regular Cab 2 and 4 wheel drive Know Your Product - Colorado

  10. Vehicle Launch Small SUV On dealer floors 3/04 2005 vehicle Target Market 50/50 male/female, young couples, Gen X and Baby Boomers Down to earth individuals, casual, easy going Target Market cont’d Key Diversity - Hispanic, African American and women Competition Ford Escape, Jeep Liberty, Honda CRV, Hyundai Santa Fe, Kia Sorento, Toyota RAV4 Price $16,000 - $22,000 Know Your Product - Equinox

  11. Increase awareness of Chevrolet Aveo, Colorado, and Equinox within target market Measure target market’s attitudes toward Chevrolet Aveo, Colorado and Equinox Measure target market perceptions of Chevrolet Aveo, Colorado, and Equinox Measure vehicle interaction within target market Primary Objectives

  12. Measure target market’s purchase consideration of Chevrolet Aveo, Colorado and Equinox Increase target market’s purchase consideration of Chevrolet Aveo, Colorado and Equinox Increase awareness of GM’s grad program Secondary Objectives

  13. The Agency Concept • The “Real World” marketing agency • Manage a $2500 budget • Follow Business Protocol and communication approval process • Implement your approved plan • Measure the effectiveness of your campaign

  14. Experience Plus Benefits • Add a prestigious name to your resume´ • Key discussion piece during interviews

  15. Process Picture Client/Product Orientation (CPO) Flow-Chart: Program Launch Marketing Strategy Meeting (MSM) Student Strategy Development Campaign Implementation Student Execution Wrap-up/ Final Presentation Measure Success Recap

  16. Start NOW! • Form your Agency • Determine your departments • Designate the leadership • Schedule regular meetings • Review and immerse yourself in the information & resources • Log on and register at www.edventurepartners.com (561) • Collect on-line reports and documents

  17. Success • Vehicle interaction • Creative marketing strategies • multi faceted program • Positive feedback • Buzz created about brand and products

  18. Research 200 usable pre/post campaign surveys (400 total) Focus group write up Advertising 250,000 impressions 2 Newspaper Ads 250 flyers/posters 2 banners during event Public Relations 250,000 impressions Campaign 600 butts in seats 5 hour event 1 of each vehicle at event 3 Articles Success - Tangible Objectives

  19. Communications Approval Document Prior to the release of ANY communication 2pieces of paper Email/electronic signature 5 business days for final version to be approved Process Student PF AS Client AS PF Student CAD Process

  20. Communicate Frequently • Phone (800) 739.7476 • My voicemail box: 302 • Office 720-904-6675 • Fax (720) 528-8140 • E-mail: rgedman@edventurepartners.com FOR MORE INFO... Edventure Partners web site: www.edventurepartners.com The GM web site: www.gm.com

  21. Scholastic Achievement Award • SAA • Top 2 campuses are invited to Irving to present to GM Executives • $1,500 will be donated by GM • All online reports must be filled out completely • Must meet all stated objectives

  22. Goals accomplished! • Who: The Partners • What: The Program • Where & When: Your logistics • Why

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