Advertising

This essay has a total of 1115 words and 5 pages.

advertising



My Advertising Campaign is on the new 2002 Chevy Avalanche. Although this vehicle will not
be available to buy until the spring of 2001, I am positive that we have a good product.
Some of the strengths of the avalanche are name recognition, technical specs and its
versatility. With the name Chevy on any vehicle you are almost guaranteed that the product
will be of very high quality, durability, and will last a long time. Some of the technical
specs that are strengths are The Chevy Vortec 5300 V8 engine with a peak horsepower of 265
horses and 320 ft.-lbs. of torque, IFS front suspension, A five link rear suspension,
autotrac automatic four wheel drive system, dent and rust proof tailgate, and the
capability to haul up to 8300 lbs. The strength of versatility is displayed with the
four-door cab systems that can comfortably seat up to six adults. The Avalanche also
includes a midgate system. A midgate acts as a second tailgate located between the bed of
the vehicle and the cab. The midgate allows for the Five foot three inch bed to turn into
an eight foot one inch bed. To convert the bed you also have to remove the rear window and
fold down the back seats. Another strength is the hard tonneau cover that covers the bed.
It will protect any thing you put in your bed from bad weather. The tonneau cover also has
a nifty top box storage compartment with five cubic feet of space, and a cargo box that
will work as a beverage holder, fish holder, or muddy boots compartment.

The only weaknesses that I can think of are the price and the new product label. Although
the price is expected to be between $30,000 and $35,000, my clearly defined target market
will be able to afford it. The fact that it is a new product might be a weakness, but I am
sure that the name recognition will help it get to the growth stage.

The most unique consumer benefit is that you can use it as a pickup or an SUV. This
vehicle can haul your whole family, and also haul materials up to eight feet long, and up
to 8300 lbs. Another benefit is its versatility. Also, with my product, the consumers will
have confidence and security because of brand name.

This is definitely a good value considering that full size extended cab trucks are priced
between $28,000 and $35,000, and a full size SUV can cost between $32,000 and $50,000. My
product offers a combination of a full size truck, and a full size SUV for less money.

Adequate distribution channels will be very easily made available. The Avalanche can be
distributed with the other Chevy vehicles to dealers all over the U.S.

My target market are Males between the ages of 30 and 45, married with children, educated,
middle to upper-class, white collar workers, loves the outdoors, but also likes luxury.
This is definitely a significant market. These people are definitely heavy users of the
pickup truck and SUV market. The problem that my product solves for potential buyers is
that it can act as a luxury vehicle, a hunting vehicle, and a family vehicle all in one.

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