Technical Marketing Project - Group 3

Technical Marketing Project - Proposal – 2010 Chevrolet
Camaro

In today’s economy, marketing is a very important aspect of
business and sales. With many products and services, the sales are almost
directly related to the way they are advertised and presented to the public.
Because of this great importance, we will be designing a technical marketing
document to advertise and present information about the 2010 Chevrolet Camaro.
The 2010 Camaro is a new sports car due for sales in the first quarter of 2009,
just over forty years after its initial release in 1967 and seven years after
being discontinued in 2002. This re-release will have major changes, from looks
to specifications, and has generated quite a bit of hype since it was first
announced. Available in coupe or convertible models, manual or automatic
transmission, and with a V6 or V8 engine, this car will have a body based on
its early roots while incorporating the technologies of today for a smooth and
safe ride. With up to 422 horsepower available and 26 miles per gallon, this
car will be an eye catching vehicle for everyone from the everyday driver to
car loving enthusiast alike.

The audience that would most likely be targeted by this car
would be segmented into three categories. This car was first unveiled during
the 2006 Detroit Auto Show and first shown driving in the popular movie
Transformers. This movie had widespread popularity and gave the world its first
peek at this revolutionary vehicle. The Camaro is a classic in the line of
sports cars. Any Camaro collector or aficionado, which prides in the
traditions, will fall in love again with this new Camaro. Chevrolet has
retained many of the classic aspects from the original Camaro and instilled it
upon this 2010 model. Finally, who doesn’t like fast cars? This car is sure to
impress those car buffs that salivate when a car with 422 horsepower drives by.
The Camaro might even hypnotize the Ford and Dodge lovers into taking this baby
for a test drive. The target audience as a whole for this car should be able to
afford this car, as it is projected to cost between $22,000 and $28,000. But
they don’t have worry about not being able to drive it; it comes with either
manual or automatic transmission. "The new Camaro delivers the best of
both worlds – great heritage and a thoroughly modern, advanced package of
performance, comfort and technology," said Ed Peper, Chevrolet general
manager. "It's a sports car for a new generation of enthusiasts that
doesn't forget the heritage that helped make the original a cultural
icon." (1) Peper nails our target audience on the head with those
statements.

The new Camaro won’t hit the market until 2009, therefore
some of the information about the new car isn't yet available. However, there
is plenty of information available to the group to create an effective
advertisement. The primary source of information will be from the Chevrolet
Camaro website, http://www.chevrolet.com/camaro/
. This site provides the most credible information available. This is
Chevrolet’s showcase website and contains some performance information as well
as a plethora of images. Another credible source of information is from
consumer review websites such as http://consumerguideauto.howstuffworks.com/2009-chevrolet-camaro.htm
. This website offers many consumer reviews on nearly all of the automobiles,
and is very trusted by the public. The site does not mention too much
information, but they do include some engine specifications as well as some
initial safety information. Another website devoted to only Camaro information
is http://www.camaroz28.com . This website
is a community as well as a news outlet on Camaros including the new model.
Many official press releases and information can be found here. The owner of
this site has combined much of the information on the web into this single
site. They also seem credible because they will point out when information they
receive seems shady.

Our group has decided to combine all of the information into
a poster. A poster was chosen because it is a very common automotive
advertisement medium. Pamphlets and brochures aren’t that common for
automobiles, especially ones as exciting as the new Camaro. The group has
chosen to do a "then and now" style poster, as the new 2010 Camaro
has been heavily inspired by the iconic Camaros of the late 60's. The focus of
the poster would be on the performance and technical aspects of the new Camaro
as compared and related to the early models. Chevrolet looked back to the glory
days of performance cars for inspiration for their new Camaro, and the group
hopes to capture that in a poster that will excite and interest people.

(1) http://www.chevrolet.com/camaro/explorecamaro/features/

Mark Garety

Zachary Robbe

Leah Yablong

DOCUMENT SPECIFICATIONS

The document design that we are choosing to do for our
technical marketing program is a 36”x24” poster. We chose a poster as our
document’s medium because it is a very common way of advertising a car. Posters
are often used to hype up the arrival of a hot new automobile, which is exactly
what we intend to do. Because both Mark and Zach have extensive knowledge in its
use, Adobe Photoshop, a graphical editing program, will be our primary method
of developing this poster. It is extremely important to have a bright and
exciting poster that catches the eye at first, but then draws the viewer in for
more information. For this reason, our poster will have an eye-catching image
of the 2010 Camaro reflecting the historic 1969 Camaro as our focal point, which
will then draw the viewers in to read about the car itself in the surrounding
areas. Since the car we are doing, the 2010 Camaro, has quite a history, we
decided to tie in the historical aspect of the car as well. Part of our target
audience is focused towards Camaro lovers and many have been enthusiast since
the first Camaro came out in the mid 60’s. We wanted to do a then and now theme
to show that this 2010 still has the same nostalgia as the 1960’s Camaros. Based
on this theme, we decided to do a side-by-side comparison of the 2010 and the
1969 Camaros. Surrounding the images of
these two cars, we will have information about the 2010 as well as a specifications
comparison of the 2010 and 1969 Camaros. Although there might be some ‘empty
space’ in our poster, a poster isn’t meant to be inundated with lots of text.
We want to make sure that every word counts as not to detract from our main
focal point (the two cars in the center). We are also planning on adding a
catchphrase to add to the poster. We want something snappy that gets people
excited about the unveiling of this hot rod legend. When this all comes
together, we will have a stunning display that is sure to turn heads.