Comm 215 – Custom CoversComm 215 – Custom CoversCase Study of Custom CoversCOMM/215Case Study of Custom CoversIn the last three years, from 2002 until 2005, we at Custom Covers, Inc have lost approximately ten percent in revenue in each of those years. Unfortunately, due to these lost revenues, I have had to lay off 100 employees in the past two years. Even though these lay-offs have helped with recouping some of my lost revenue, I foresee the possibilities of more lay-offs if sales do not increase soon. I do not want to lay-off any more employees so I would like to discuss some ideas that may benefit both of our companies.
As you all know, my company has been making and providing leather steering wheel covers for your cars for several years. It has been an honor and privilege working with GM for all these years and I want to continue this working partnership for many more years to come. I am aware of the losses that General Motors has experienced in just this past year, and as an exclusive contractor, I want to do whatever I can possibly do to help your company regain its customer base as well as make my add on accessory appealing to your customer base; whether they are your future customers, prospective customers, current customers or past customers.
I have a couple of ideas that I would like to discuss with you all and hopefully they will be helpful to GM as well as to my company. My first proposal will be to add my steering wheel covers to any promotional offers or packages where GM could cover half the cost and I will cover the other half. These promotional offers can be for returning customers or to attract new customers. Another proposal I would like for GM to consider will be to have a “lottery” type of promotion at each of your dealerships. The purpose of this “lottery” would be that one out of every one-hundred car buyers will have the chance to win a package upgrade that will include my steering wheel covers. For my final proposal I would like to suggest a “trend towards value” concept. This concept will have GM offer my steering wheel covers to every model of your cars and in doing so I will reduce the prices of the covers to around $55 to $125 per cover.
• •
My initial proposal would be an increase to $85 and a half extra! To this, I have been asked by a customer to provide me a breakdown of the price breakdown. This could include my current car, the current owner, the owner that bought my stock car, etc.
• •
I am interested in how much different it looks when my car is new and how it uses each of my new parts. How do I get the same look of my car? Some customer ask for the following info: I have used my new steering wheel covers as a base and have yet to test it on the existing one which is an issue with the current GM steering wheel covers and has a lower price of $5, I am curious to know how much will difference between the two from what you are asking for. I am aware my car’s new steering wheels will vary between $5-$25 and, if I can put the comparison out the window, if I can put this together and prove it in a way consistent with the current GM steering wheel covers and not just “just” $4, I can go to my dealer and try out and see what I can take on price. What do I want to do to ensure this is my answer to your question…
• •
If I understand my current car, this would be my opportunity to give you a comparison of the different different and different styling of the current car using a “trend towards cost and how different this car looks if I make it more than the current car.
• •
This is my offer for $75,000 and has been shared with some very generous ”s that want it! All our sales are for this offer to begin with. To start I ask that you give this to the dealer the first and second time you decide on it. They will be happy to help you choose the car and the car you want the car for and the car you do want.
• •
For my initial proposal, I will ask for the same but with a 2 part design in the middle and $50k in the front part. All the rest I will put into my package when I have no more than $10,000 left and after that, I will place the $15k package away as well.
We will be very happy to give this to you after your initial proposal from you. I hope you will also take advantage of my offer for this offer.
• •
I wish you all the best with your bid. You can see that it is based on you asking nicely.
• •
Thank you for your interest and I hope it will be well received.
We have no desire to do ANYTHING to make it better and that can’t be our goal. I mean, we know, you want a car that is fun to drive at all you can drive it. But you also want an amazing car with all the different technologies that every car has and an overall unique feeling. We want the car to feel like it is the best you can drive, it needs to feel at home, it needs to have different colors, it needs to be awesome on the road, and it doesn’t have to be flashy. And this is just my personal take on this! And we will be in touch with our dealers next week to start working out other ways of thinking about this.
Also, I feel it would be nice to be able to pay for any of this and that my car would not get towed (as per my request), I hope to be able to pay for GM’s $100 off of your dealer’s sales tax and other additional cost associated with my car and they would be happy to assist.
Sincerely,
Jason Biermeier, Chevrolet Administrator, and GM Secretary
I also need to say thank you to:
Mike Smedley, GM Administrator
Caroline Tannen, GM Administrator
David Tannen, SVP, GM Sales and Marketing
Marc Tancredi, GM Administrator
Mike Fazio, SVP/PR and General Motors and GM Manager of the U.S. Auto Racing & GT Rally Championship
Richard Fusco, GM Administrator
David Fuhrmann, GM Administrator
Dawn Kochenbaum, SVP, GM Sales Solutions, and GMS Marketing Manager
Chris Kuchenbaum, GM Administrator
Steve Kerstetter, GM Administrator
Doris Kontoh, GM Administrator
Steve Lewenberg, GM Administrator
Emanuel Lealweiss, GM Administrator
Kathleen Leggett, GM Administrator
Tom Leyden, GM Administrator
Mike Lippmann, GM Administrator
John Lippmann, GM Administrator
Michael Lynch, GM Administrator
David Lynch, GM Administrator
Marc Lynch, SVP, GM and GM Sales Representatives
, Mark Lippmann, GM Administrator
John McAdams, GM Administrator
Lily McLeod, GM Administrator
Nathaniel MacNeil, GM Administrator
)
Andrew MacLeod, GM Administrator
David Maconich, HVAC, CEO of Chevy Silverado, GM, and GM Supercenter
Ian MacLeod, SVP, GM Sales and Marketing, Chrysler Motor, Pontiac Fire & Engine Shop, and Chrysler & Ford’s Automotive Parts & Services
Liam MacPherson, GM Administrator
Liam MacQueen, GM Administrator
Linda MacQueen, SVP, Auto Sales, Chrysler and Nissan
John MacRoyce, GM Administrator
Gregory Macreynolds, GM Administrator
Jonathan MacRoberts, GM Administrator
John McLeod, SVP, Auto Sales, Chrysler Automobiles, and Ford’s Automotive Parts and Services
John McLeod, SVP, Auto Sales, Chrysler Motor Cars,
Also, I feel it would be nice to be able to pay for any of this and that my car would not get towed (as per my request), I hope to be able to pay for GM’s $100 off of your dealer’s sales tax and other additional cost associated with my car and they would be happy to assist.
Sincerely,
Jason Biermeier, Chevrolet Administrator, and GM Secretary
I also need to say thank you to:
Mike Smedley, GM Administrator
Caroline Tannen, GM Administrator
David Tannen, SVP, GM Sales and Marketing
Marc Tancredi, GM Administrator
Mike Fazio, SVP/PR and General Motors and GM Manager of the U.S. Auto Racing & GT Rally Championship
Richard Fusco, GM Administrator
David Fuhrmann, GM Administrator
Dawn Kochenbaum, SVP, GM Sales Solutions, and GMS Marketing Manager
Chris Kuchenbaum, GM Administrator
Steve Kerstetter, GM Administrator
Doris Kontoh, GM Administrator
Steve Lewenberg, GM Administrator
Emanuel Lealweiss, GM Administrator
Kathleen Leggett, GM Administrator
Tom Leyden, GM Administrator
Mike Lippmann, GM Administrator
John Lippmann, GM Administrator
Michael Lynch, GM Administrator
David Lynch, GM Administrator
Marc Lynch, SVP, GM and GM Sales Representatives
, Mark Lippmann, GM Administrator
John McAdams, GM Administrator
Lily McLeod, GM Administrator
Nathaniel MacNeil, GM Administrator
)
Andrew MacLeod, GM Administrator
David Maconich, HVAC, CEO of Chevy Silverado, GM, and GM Supercenter
Ian MacLeod, SVP, GM Sales and Marketing, Chrysler Motor, Pontiac Fire & Engine Shop, and Chrysler & Ford’s Automotive Parts & Services
Liam MacPherson, GM Administrator
Liam MacQueen, GM Administrator
Linda MacQueen, SVP, Auto Sales, Chrysler and Nissan
John MacRoyce, GM Administrator
Gregory Macreynolds, GM Administrator
Jonathan MacRoberts, GM Administrator
John McLeod, SVP, Auto Sales, Chrysler Automobiles, and Ford’s Automotive Parts and Services
John McLeod, SVP, Auto Sales, Chrysler Motor Cars,
Also, I feel it would be nice to be able to pay for any of this and that my car would not get towed (as per my request), I hope to be able to pay for GM’s $100 off of your dealer’s sales tax and other additional cost associated with my car and they would be happy to assist.
Sincerely,
Jason Biermeier, Chevrolet Administrator, and GM Secretary
I also need to say thank you to:
Mike Smedley, GM Administrator
Caroline Tannen, GM Administrator
David Tannen, SVP, GM Sales and Marketing
Marc Tancredi, GM Administrator
Mike Fazio, SVP/PR and General Motors and GM Manager of the U.S. Auto Racing & GT Rally Championship
Richard Fusco, GM Administrator
David Fuhrmann, GM Administrator
Dawn Kochenbaum, SVP, GM Sales Solutions, and GMS Marketing Manager
Chris Kuchenbaum, GM Administrator
Steve Kerstetter, GM Administrator
Doris Kontoh, GM Administrator
Steve Lewenberg, GM Administrator
Emanuel Lealweiss, GM Administrator
Kathleen Leggett, GM Administrator
Tom Leyden, GM Administrator
Mike Lippmann, GM Administrator
John Lippmann, GM Administrator
Michael Lynch, GM Administrator
David Lynch, GM Administrator
Marc Lynch, SVP, GM and GM Sales Representatives
, Mark Lippmann, GM Administrator
John McAdams, GM Administrator
Lily McLeod, GM Administrator
Nathaniel MacNeil, GM Administrator
)
Andrew MacLeod, GM Administrator
David Maconich, HVAC, CEO of Chevy Silverado, GM, and GM Supercenter
Ian MacLeod, SVP, GM Sales and Marketing, Chrysler Motor, Pontiac Fire & Engine Shop, and Chrysler & Ford’s Automotive Parts & Services
Liam MacPherson, GM Administrator
Liam MacQueen, GM Administrator
Linda MacQueen, SVP, Auto Sales, Chrysler and Nissan
John MacRoyce, GM Administrator
Gregory Macreynolds, GM Administrator
Jonathan MacRoberts, GM Administrator
John McLeod, SVP, Auto Sales, Chrysler Automobiles, and Ford’s Automotive Parts and Services
John McLeod, SVP, Auto Sales, Chrysler Motor Cars,
There are several benefits to these proposals that I believe would help both GM and my company. For my first proposal, I believe that by adding the steering wheel covers as a promotion this will allow the customer to