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GM India lights the ‘Spark’ with integrated marketing communication campaign

07-July-2008
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GM India lights the ‘Spark’ with integrated marketing communication campaign

‘Don’t Miss It! Get your Spark today at Rs 2.66 lacs’ the ad on the front page of a national daily on July 7 announces the rollout of an aggressive integrated marketing campaign by GM India for Chevrolet Spark. This campaign revolves around a once-in-a-lifetime, limited period special offer to prospective mini car buyers. The marketing communication strategy takes a holistic, 360-degree approach and encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation.

This Chevrolet Spark campaign follows GM India’s announcement on July 4 of a limited period offer for the Chevrolet Spark, which is now available at a starting price of Rs 2.66 lakh (with air-conditioning and ex-showroom, Delhi) and is targeted at bringing first-time car owners into the Chevrolet family.

Ankush Arora, Vice-President, Sales, Marketing and After Sales, GM India, said, “The campaign is going to target our customers at every touch point across media. Through this campaign, we will ensure that each and every potential customer is addressed using every means of communication available to us today.”

He further said, “Our initial arsenal includes 25,000 cc of print, over 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in cinemas and multiplexes, SMS blasts, e-direct mailers, direct mailers, hoardings, in-mall displays and a comprehensive rural activation program across 11 states that will involve a road show. Further activities are planned that will leverage cross-promotions with brands that have similar quality and value propositions for the customer.”

The special price is a result of improved localisation of the Spark coming out of operational efficiencies due to increase in production volume. According to GM India, the Spark had received rave reviews from auto experts and consumers alike for its class-leading fuel efficiency, passenger comfort and refined performance.

“It, therefore, should not come as a surprise that the Spark has sold over two million units in over 100 markets since its launch. It has contributed to the strong base of 66 million satisfied Chevrolet customers around the world,” claimed Arora.

Meanwhile, GM India’s network expansion drive for service centres is in full swing and 117 locations across India have now been covered with the state-of-the-art, customer-friendly, quick-response service points. By the end of this year, GM India intends reach out even better to its customers with a total of 125 sales points and 135 service outlets in place across the country.

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