Marketing

Q3 >>

try to position H2 as luxury SUV

* H2 Target market

a) Rugged individualists

b) Wealthy baby-boomers who have the ability to go off-road and to be "successful achievers"

c) 30's - 40's wealth consumers who have a jobs in investment banking

* How?

a) TV ads on CSI MIAMI reflects this target market

- Well-dressed woman driving H2 through an urban business district.

b) Advertisements which promotes the features of H2

- Ads of young boy who build a soap-box-derby-style racer that looks like a Small Hummer.

- although it was slower, he won the downhill race by going off-road and cutting across the paved, zig-zagged race course to edge out the typical

 race cars at the end.

Q4 >>

H2

* their target market have the ability to afford the vehicle.

* they have particular hobby such as off-track.

* successful promotion strategy

-able to reach their target market using TV advs, dealer-cash incentives.

Q5 >> 

Recommendations : Segmenting, Targeting and Positioning

* Segmentation: buyer between ages 20-40yrs old

* Target market: not just teenager or young male, include also women or lady

* Positioning: - a) young age like movie, put hammer H3 in TV ads b) use celebrity to advertise c) use social network to promote (facebook)

Q6 >>

Marketing Recommendations

* do not target on luxury market only

* more product diversification (Hummer Mini, used on track n off track)

* organize a event or challenge annually (related to Hummer SUV car)

*  use celebrity to advertise