General Motors India, a subsidiary of US-based General Motors Corp., plans major below-the-line (BTL) activities to promote the new-design Chevrolet Optra and Opel Corsa. GM India Chairman and Managing Director, Aditya Vij, said the Chevrolet brand's long association with both Hollywood and Bollywood films would be further strengthened with the launch of the new edition Chevrolet Optra.
GM's National Marketing Manager Johnny Oommen said the company would go in for below-the-line activities rather than electronic and print media advertising for brand building. Giving details, he said the company had recently tied up with Jet Airways whereby passengers would be provided information about the new Chevrolet Optra during the flight. Hoardings of various GM car models will be put up in all the major cities. Hindi cinema will also be used extensively for promotional activities.
Oommen informed that the company is also going in for soft branding. The recent hit Hindi film "Hum Tum" starring Saif Ali Khan and Rani Mukherjee were used for soft branding of the car. Similar tie-ups with other production houses were being worked out, he said.
Lead generation programmes with dealers are also being organized regularly to get customer footfalls in showrooms, Oommen said.
Vij informed that the new-design Chevrolet Optra is available in two colours -- shimmering black and meadow gold -- at an ex-showroom price of Rs 10,49,566. Already 150 units of this new-design model have been rolled into the market. Features like chrome-finished front grille, xenon-effect headlamp, a DVD player and 5-CD charger, etc., have been added.
Vij said the turnover of the company was Rs 1,000 crore last fiscal. However, this fiscal the company expects to double both market share and turnover. More than 13,000 cars were sold between January and July 2004, an upswing of 80 per cent compared to the previous fiscal. The capacity of GM's Halol plant in Gujarat will be increased from 33,000 to 50,000 units from January 2005.
The plant manufactures the Chevrolet Optra, Tavera, Opel Corsa, Corsa Sail and Swing, while the Opel Vectra and Chevrolet Forester are currently being imported, Vij said.