MKT345 Target Market Description PDF

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Target Market Descriptions: Chevrolet The largest section of the Chevrolet market segment lies in the U.S. market. Being an American brand, Chevrolet and its umbrella company General Motors (GM) have dominated the American automotive market, competing closely with others dominating the market such as Ford Motor Company or Dodge-Ram. GM operates in approximately two-hundred countries, with the USA being its largest consumer base both for GM and Chevrolet. This is geographic segmentation, as there are different consumer demands or preferences based on geographical location that GM and Chevrolet can market to. In addition to this, price segmentation is evident throughout Chevrolet’s automotive lineup with vehicles starting at $20,000 reaching well passed $100,000 for high-end models. Having a wide range of products will broaden the range of consumers consequently increasing sales. With Chevrolet’s primary focus on American consumers, the ideal target market Chevy aims to reach is young adults ages 18-34 (Chevrolet, n.d.) who have or will soon have a young family. By reaching these individuals Chevrolet can create strong brand loyalty, something all automotive manufacturers strive for. If these young adults are successfully marketed to and they are pleased with the product it is not uncommon for the family and those closest to the individual to trust that automotive brand due to their loved one’s reviews of the vehicle. In this way, Chevrolet is aiming to build strong brand loyalty with consumers that can last generations. Chevrolet has a wide range of vehicles for a variety of different functions and applications. There are three main criteria a consumer is looking for when considering a Chevrolet vehicle and that is: affordability, reliability, and safety. This is true for most consumers looking for a new vehicle, So Chevrolet has implemented these wants and needs in their advertising tactics. Ultimately, what an individual see’s in an advertisement is what that person will expect to find in

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the product. A noteworthy focus in Chevrolet’s marketing strategy is pushing for innovation with its product line-up and brand image. This is exemplified by their tag line “find new roads.” The primary motivation for a consumer to purchase a Chevrolet product is owning a reliable, American made vehicle. This revolves around the information Chevy gives and the personality shown through its advertisements. Much of this motivation is played through American ideals and shared values of hard work and dependability. Despite this, very little vehicle and parts production are done in America, yet still the image of a strong American vehicle is very appealing to many customers and many are willing to pay a premium for this, despite certain advantages found in foreign vehicles. The first advertisement found on the Chevrolet website is titled “Real Presenters” (Real Presenters ). This advertisement focuses on the dependability and reliability of Chevrolet’s vehicles by displaying common, working-class people using Chevrolet products. By using “real” people it makes the brand appear more affordable and trustworthy among consumers by appealing to the psychogenic need of affiliation (Consumer Behavior, 2018). Following this is Chevy’s “Invisible Trailer” advertisement (Invisible Trailer ). This ad is focused on displaying Chevrolet’s new multi-function camera options on the new Chevrolet Silverado while continuing the theme of involving “real” people to admire this technology. This again shows the companies desired goal of balancing new technology with affordability for the average person. The third advertisement found on Chevrolet’s website is titled “Packed House” (Packed House ). In this video, Chevy displays it’s main lineup of cars in a room full of people, while the spokesperson goes on to explain Chevrolet’s plethora of JD Power awards for reliability and quality. This again shows the brands focus on psychogenic affiliation with consumers to build trust in their product.

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Personality plays a major role when marketing automobiles. Not only is the personality for a company important for its effects on consumers, but so is the consumers’ personality to the brand. For Chevrolet, consumers are often hard-working, young adults who may have families. This means the vehicles will be more functional than stylish. With the USA being their primary market, American values will be manipulated in Chevy’s advertisements and products to appeal to the American market. Chevy strongly pushes affiliation and trust throughout its advertising strategies to cement an image of strength, dependability and affordability.

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References: Chevrolet Cars, Trucks, SUVs, Crossovers and Vans. (n.d.). Retrieved from https://www.chevrolet.com/ Consumer Behavior (12th Edition). (2018). Retrieved from https://viewer.gcu.edu/yKXDAE...