Term Paper--Summer 2009

Strategic Brand Plan
Due Wednesday, June 24

Introduction of the Chevy Volt

For your Final Report, you will write a Strategic Brand Plan for the new Chevy Volt electric car. The report should be at least five pages, typed, double-spaced, with footnotes and a bibliography on an additional page. Do not forget to do this since it will be important for your final grade on the report.

Your research should focus on Chapter 7 on Strategic Planning in the textbook as well as other relevant chapters in the textbook and class discussions. You should also research the latest information on the Internet from General Motors on plans to introduce the new Chevy Volt electric car.

For the purposes of this analysis, you should assume that the recommended retail price will be $25,000 (close to the current price of the Toyota Prius hybrid sedan).

You should include the following subjects in your analysis in two parts:

PART I

1. Target Market (page 202)
2. Positioning strategy
3. Product features
4. Brand Communication Strategy in detail on page 206
Be sure to cover all of the elements in this strategy, explaining the consumer's response and the advertiser's objective.


PART II

1. Prepare a Communication Brief Outline (see pages 214-215)
2. Discuss the types of "stakeholder audiences" based on Table 7.3 on p. 216.
3. Describe in detail each of the Integrated Marketing Communications (IMC)
objectives that you plan to use and why you will use them (see pages 215-217). Also, refer to pages 535 and 536 in Chapter 18. Be sure to discuss how each element can be applied to the Chevy Volt car.