Ejemplo
Chevrolet Europe
In early 2004, Patricia Messar, the director for brand and marketing at Chevrolet
Europe, assembled the Project Midasgroup. Project Midaswas the name given to the strategy to introduce the General Motors Chevrolet brand of passenger cars to Europe in 2005. Ms. Messar and the Project Midas team faced a unique challenge given the circumstances surrounding the Chevrolet brait? launch. Specifically, the Chevrolet brand would replace the Daewoo brand in Europe. The Daewoo brand was introduced to Europe in the rnid-1990s by Daewoo Motor Company of Seoul, Korea. In October 2002, General Motors took on part ownership and management control of the automobile business and began marketing the GM Daewoo brand in Europe through GM Daewoo Europe, a wholly owned subsidiary of GM Daewoo Auto & Technology, with headquarters in Zurich, SWitzerland. FollowingGeneral Motors' corporate strategy to market GMDaewoo vehicles under the Chevrolet brand in Asia (except South Korea),South America, and North America in 2003, the Project Midas team was assigned responsibility for making the brand conversion from GMDaewoo to Chevrolet in the European passenger car market. The conversion would further the transformation of Chevrolet into a global brand name. "The GM Daewoo products, quality,styling, and customer acceptance was considered an excellent starting point;' said one senior General Motors executive. Chevrolet brand positioning was the assignment for the assembled Project Midas marketing group. Brand positioning also had its unique circumstances and challenges. The Chevrolet brand launch had to be accomplished with the existing GM Daewoo product line, carry-over names for individual product models, and the same dealers and operating policies and practices. Based on industry, market, and consumer insights accumulated in the months prior to the meeting, the Project Midas workgroup set out to craft a Chevrolet positioning statement that would (1) resonate with European
In early 2004, Patricia Messar, the director for brand and marketing at Chevrolet
Europe, assembled the Project Midasgroup. Project Midaswas the name given to the strategy to introduce the General Motors Chevrolet brand of passenger cars to Europe in 2005. Ms. Messar and the Project Midas team faced a unique challenge given the circumstances surrounding the Chevrolet brait? launch. Specifically, the Chevrolet brand would replace the Daewoo brand in Europe. The Daewoo brand was introduced to Europe in the rnid-1990s by Daewoo Motor Company of Seoul, Korea. In October 2002, General Motors took on part ownership and management control of the automobile business and began marketing the GM Daewoo brand in Europe through GM Daewoo Europe, a wholly owned subsidiary of GM Daewoo Auto & Technology, with headquarters in Zurich, SWitzerland. FollowingGeneral Motors' corporate strategy to market GMDaewoo vehicles under the Chevrolet brand in Asia (except South Korea),South America, and North America in 2003, the Project Midas team was assigned responsibility for making the brand conversion from GMDaewoo to Chevrolet in the European passenger car market. The conversion would further the transformation of Chevrolet into a global brand name. "The GM Daewoo products, quality,styling, and customer acceptance was considered an excellent starting point;' said one senior General Motors executive. Chevrolet brand positioning was the assignment for the assembled Project Midas marketing group. Brand positioning also had its unique circumstances and challenges. The Chevrolet brand launch had to be accomplished with the existing GM Daewoo product line, carry-over names for individual product models, and the same dealers and operating policies and practices. Based on industry, market, and consumer insights accumulated in the months prior to the meeting, the Project Midas workgroup set out to craft a Chevrolet positioning statement that would (1) resonate with European