New Service

1
New Service

• OnStar
• www.onstar.com

2
OnStar Service Features

• Primary Benefits Customers Receive (what OnStar
  does)
• -Provides a communications link between you and
  your vehicle the OnStar advisor using
  wireless technology
• -Several Packages to choose from
• Safe Sound Plan offers all the safety and
  security features
• Directions Connections Plan offers all
  safety features plus direction and assistance
  features
• Luxury Leisure Plan offers all features in
  previous plans plus unlimited concierge service
• -Allows you access to these features at the push
  of a button

3
Marketing Issues

• Target Market
• -Consumers in the market for a new GM vehicle
• -age 30 and up Safe convenient conscientious
• Positioning Strategy
• -safety, assistance, convenience all at the push
  of a button
• Primary Competitive Advantages
• -easy to use
• -first major player in the market

4
Costs of OnStar

• Starting Costs
• Safe Sound 16.95/month
• Directions Connections34.95/month
• Luxury Leisure 69.95/month

5
Key Marketing Issue/Challenge

• Several capabilities of OnStar can be matched by
  a cell phone
• -personal calling
• -roadside assistance
• -information
• Cannot combine other wireless services to OnStar
• High costs

6
Marketing Strategies

• Up to One Free Year Trial Period
• -gives you plenty of time to test all the
  features
• Website
• -offers examples of practical applications of
  OnStar services
• -Onstar subscribers enter sweepstakes to win
  walk on part in next Batman movie
• Create favorable perceptions in the eyes of
  potential customers by providing quality and
  ensuring customer satisfaction

7
Additional (Suggested) Marketing Strategies

• Encourage and welcome customer complaints
• -Surveys
• -Studies
• -Suggestion lines
• Acting quickly
• -improvements
• -modifications

8
OnStar

• Any Questions?