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Honda
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MARKEETING PROJECT
MBA Marketing
M.Shahzad Ashraf AD-512350
1
All
ama
Iqba
l Ope
n U
nive
rsit
y
EXECUTIVE SUMMERY
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I have selected Honda to create marketing plan. As the Honda is market leader and
have opportunity for more growth in Pakistan. The plan is above to launch new Honda Small Car with name of vario will
be lunched on 10th of December 2012. The car is fully equipped latest safety tools and
unique power. I have prepaid complete market strategies to lunch new car. The
total expenses of TV Ads, Bill Board, News paper is 16.5 Million. The manufacturing
cost include other expenses is 6016.5 Million keeping the sale price 4.5 Million. The total profit per year is 2.835 Billion
DEDICATION
I am dedicating my work to my parents and respected teachers, who have played a vital role in our studies and have guided us at every step with their precious ideas. No doubt this dedication is insufficient and we can never repay for the role they have played in our studies but we are sure that their work will prove itself an asset in our life
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ACKNOWLEDEGMENT
I am very thankful to SARDAR ABID ALI KHAN who helped a lot us by giving up to date information.
We are very proud of our teachers whose help and instructions enable us to bind papers into project manner. We are very thankful to him.
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PREFACE
“The most beautiful things we can experience are the mysterious .It is source of all true art and science”
(Albert Einstein, 1930)
This project is based on the topic which is assigned to me by our University, the organization which we took for research is:
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Vision
Focusing on “satisfaction” (customers’, associates’ and shareholders’) with
Challenging spirit and flexibility, we are dedicated to supplying latest generation cars with advanced technology, greater fuel efficiency and competitive prices, along with
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Friendly and efficient after sales back up, maintaining” quality” as core of all activities.
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TABLE OF CONTENT
1. INTRODUCTION TO TOPIC……. ……………..………... 08
2. CURRENT MARKET SITUATION ……………..………... 11
2.1PRODUCT REVIEW ………………………………….... 15
2.2MARKET REVIEW ……………………………………. 23
2.3DISTRIBUTION ……………………………………….. 24
2.4COMPITERS REVIEW …………………….………..… 26
3. SWOT ANALYSIS ………………………………..…………. 29
4. OBJECT AND ISSUE ………………………….…………… 30
5. DEVELOP STRTEGY ………………………….………….. 31
6. ACTION PLAN (5W) ………………………………………. 38
7. BUGET ………………………………………………………. 39
8. REFERENCE ………………………………………………… 40
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Introduction to the topic
If marketing is everything you do to place your product (or service) in the hands of potential customers, how do you do it all -- especially if you're all alone? It helps to have a plan.
A marketing plan is more than your map for success. It's actually a map-making process that when complete will reveal a clear route to your prospective customers.
A good map reveals specific items of information. A good marketing plan should do the same for you. Here are six things your marketing plan should help you accomplish.
1) Prove that you understand your industry. Knowing your product isn't enough.
2) Identify your target market. These are the people most likely to buy your product or use your services.
3) Identify your competition. Who's out there and what are they doing?
4) Establish your pricing, distribution, and product positioning. How much will it cost plus a fair profit? How will you get it there? And where do you fit into the marketplace?
5) Get someone to subsidize your dream. If you want to attract investors, a written marketing plan is essential.
6) Focus on a single effective marketing concept. Define your strongest strength and lead with that. For example, Little Caesar's "pizza pizza" may not be the most innovative idea ever conceived -- but it's certainly one of the more effective. Why? Because it's simple and consistent.
Here are the major components that you should consider when writing your marketing plan.
Mission (or vision) statement: This is an external communication of your company's values. Like Admiral Stockdale, you're answering the question, "Who am I and what am I doing here".
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Company objective: This section communicates what you want to do, by when, and how (what are your resources?). It is specific, quantifiable, and is inclusive of your entire company. It is not merely a sales goal. If you're an entrepreneur, your company objective might also serve as your marketing objective. Market analysis: This section reports on the findings of the extensive research that you have pursued and prepared. You need to discuss various factors of the market environment in relation to your product. These factors include legal, social, political, economic, and technological considerations. Target audience: Based on your research, discuss who your customers are and how you can reach them. Here's where you decide whether to niche or not, or to segment your audience either vertically or horizontally. Competitive analysis: Your advance research should reveal your competitors, the obvious and especially the others. How does what they're doing relate to your product? What advantages do you have? How can you keep the advantage? Action plan: As Shakespeare said, "Action is eloquence". You've made your map. Now you can define the best route to reach your customers. This section of your marketing plan outlines what media mix you'll use to reach your audience. Advertising -- where, how often, and at what cost. Public relations -- specific programs and promotions of interest to the community. Sales strategies -- incentive programs for representatives and distributors as well as prospective customers. A successful marketing plan is based on research and analysis. But because information can be manipulated to prove almost anything, insight is equally important. As Edward de Bono says, "Proof is often no more than a lack of imagination".
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MARKET SITUATION OF CARS INDUSTRIES IN 2011
The current market situation of car industries in Pakistan is at worst condition. Due to following reasons
1. Leasing
At the end of December, 2006. The President of Pakistan Pervaiz Musharraf. Introduced new polices for leasing. Starting from 2007 the banks in Pakistan applied strict Polices for commercialization. This policy of strict leasing rules directly effect on the production of cars in the industry.
The no. of sold cars in 2006 was almost one million, which reduces to three hundred thousands.
Now a day the leasing is totally eliminated from the banking sectors.
2. Branded and refurnished cars
GOVT. gives the license of Branded and refurnished cars in Pakistan. Custom duty is very low on branded and refurnished cars. That is the reason; people of Pakistan purchased these cars like Vitz, Platz, and Mini Pajaro, Toyota, Suzuki and also Honda.
MARKET SITUATION OF HONDA
leasing and refurnished cars also have direct impact on the production of Honda. But overall market situation Honda is better than other companies. The annual production and growth shows that Honda is market leader.
If we study the environment of Pakistan there is a opportunity for Honda to have a new product line in the form of small cars. In Japan and also in India Honda has already lunched the series of series of small cars like brio and jazz. But still in Pakistan there is no small car of Honda available.
In 2011-12 many refurnished small cars were imported but they could not satisfy the customers.
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CAR INDUSTRY IN PAKISTAN
Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor Company Limited Japan, and the Atlas Group of Companies, Pakistan.All dealerships are constructed in accordance with the standards defined by Honda World over. Percentage of local parts conforms to the government's policy. Local vendors are continuously patronized to develop parts locally. The quality of local parts is thoroughly checked to meet stringent international standards. We always strive to give outstanding service to our valued customers. In addition to providing regular service to customers, the company also regularly conducts Service Campaigns, to facilitate customer's need for service. This has given our customers absolute confidence in our cars, clearly evident from the ever increasing sale volume
Customer Service Centers
All the authorized dealerships in Pakistan are a source of customer satisfaction.
The after sale is supported by the immaculate service and the availability of spares
at competitive prices for every car sold. To facilitate the customers for any
assistance they require, we have a separate department, called Customer Relations,
at the head office. This department is supported by the subsequent Customer
Relations Officers at all dealerships . The purpose of Customer Relations
Department and Customer Relations Officers is to enable our customers in getting
any sort of help required by them.
Free Services
HACPL is a customer service conscious company, for which it is always looking
for avenues to develop further relations with the customers who have already
purchased the cars. We consider purchase of car as the beginning of relations with
customers. To prolong this relationship and encourage the customers to keep on
coming to the dealership, to get theirs cars maintained the Honda way we provide
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three FREE CHECK-UP SERVICES to our customers.
These are basically three periodic check-ups at 1,000 Km, 5,000 Km and 10,000
Km mileage which are normally done after 1 month, 3 months and 6 months of
running the car. Other than providing service to customers another reason for this
facility is to stress on the importance of periodic maintenance. Periodic
maintenance is essential for every car and if this is performed regularly as per the
maintenance schedule the car is trouble free and life of car increases by many
years. For these free services the labor is not charged, where as the customer has to
pay for only the consumable like engine oil, oil filter, etc..
Repair and Maintenance
HACPL is providing regular trainings to the dealers' technicians. The trainings
cover all aspects of the cars including the periodic maintenance, diagnostics,
trouble shooting and repairs according to HONDA standards. From this we want to
facilitate the customers in maintaining their cars in top-most condition and
enjoying the comfort and performance of the luxury vehicles they own. It is our
endeavor to have uniform service standards made available at all dealerships in
accordance with the international Honda standards. We consider the properly
maintained vehicles not only to be a source of satisfaction to our customers; they
also increase the sale value of their car.
Career
At Honda we believe that a skilled, motivated and diversified workforce is the key
to success in today's global market. The Power of Dreams is alive at Honda. Our
belief is that the best people produce the best products. That's why Honda is
constantly on the lookout for bright, ambitious team players who have a strong
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commitment to improving society, the environment, even themselves.
Honda offers exciting and challenging careers with competitive pay, excellent
benefits and exceptional advancement opportunities. With our international
presence in almost 200 countries and continued success within Pakistan market, a
career at Honda Atlas Cars can be both rewarding and stimulating
PRODUCT REVIEW
All it takes is a single glance. You stop in your tracks. The elegant silhouette draws you forward for a closer look. You peer into the sporty cockpit and your pulse races with excitement Your instincts are aroused and your feel driven to grab the
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controls.
PerformanceHonda heightens your driving enjoyment with a rare combination of spirited engine response and exceptional fuel efficiency. This ideal balance is achieved by Honda's next-generation 1.8-liter SOHC i-VTEC engine - the first entirely new Civic power plant in 17 years. Through Honda's advanced i-VTEC (Intelligent Variable Valve Timing and Lift Electronic Control) system and DBW (Drive By Wire) technology, it performs like two types of engines in one compact unit. At high engine loads, such as when starting from a standstill or stepping on the accelerator, DBW fully opens the throttle while VTEC optimizes intake valve timing to generate 2.0-liter-equivalent power. At low engine loads, such as during high-speed cruising, DBW narrows the throttle opening while VTEC delays valve closing to achieve 1.5-liter-equivalent fuel efficiency. Settings are intelligently switched in a seamless manner to ensure smooth, linear response at all revolutions
EngineType Water-cooled, In-Line 4-CylinderValve Train 16-Valve SOHC i-VTECFuel Supply System Multi-Point Fuel InjectionThrottle System Drive-by-WireBore / Stroke (mm) 81.0 X 87.3Displacement (cubic cm) 1,799Compression Ratio 10.5 : 1Maximum Horsepower (bhp @ rpm)
140 @ 6,300
Maximum Torque (lb.-ft @ rpm)
128 @ 4,300
Ignition SystemDirect Ignition System with
ImmobilizerSteeringGear Type Rack & pinion, Power assistedSteering Wheel Turns (Lock-to-Lock)
2.67
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Braking SystemType 4 - Wheel Disc ABSElectronic Brake force Distribution (EBD)
O
Tires / WheelsTire Size 195 / 65 R 15Wheel Size 15 X 6 JJ
Wheel TypeSteel Wheel with
Full Cover5-Spoke Aluminum
AlloyInterior / ConvenienceInterior color Grey & Beige Grey & BeigeSun - roof X OSteering Wheel 3 - spokes 3 - spokesSpeaker System 4 - speakers 4 - speakersSeat Cover Material Tri cots High GradeSafetySupplement Restraint System (Airbags) (Driver & Front Seat Passenger)
X O
Seatbelts - Front OPre-pensioner with
EA Rear O OAdjustable Shoulder Anchor (Front)
O O
High Mount Stop Lamp O OFog Lamps X ODoor Beams O OHigh-tension Steel O OCrumple Zones O OG - CON O O
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Is there a better way to build a compact sedan? Hondas affirmative answer is the revolutionary new City.
The New Honda CITY
TYPE MT VARIOSteermatic1.5L
VTECENGINE
TypeiDSI (Intelligence Dual &
Sequential Ignition)SOHC, 4-Cylinder
16 valve-VTEC
Fuel supply systemPGMF-I Programmed Fuel
Injection
PGMF-I (Programmed Fuel
Injection)Displacement 1300 1497Compression ratio 8.8:1 10.1:1Maximum horsepower(KW(PS)RPM)
57 (78) / 5,800 81(110) / 5,800
Maximum torque(N.M(KGM)RPM)
106 (10.8) / 3,000 143(14.6) / 4,800
Transmission TypeSynchromesh five forward, one reverse
Continuously Variable
Transmission 6 Position
(CVT)
Steermatic (CVT + 7 speed mode)
STEERING SYSTEM
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Gear Type Rack and pinion, power assistedOverall length (mm)
4390
Overall width (mm) 1690Overall height (mm)
1485
Wheel base (mm) 2450Tread Front (mm) 1455Tread Rear (mm) 1455Ground clearance 160SUSPENSION SYSTEM
Front / RearMcPherson strut with coil spring & stabilizer / H-
shape Torsion BeamBREAKING SYSTEMFront Ventilated discsRear Leading / trailing shoe drumsTYPES / WHEELSTire Size 165/80 R13 185/55 R15Wheel Size 13X5J 15X6J
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Enter the cockpit of the New Accord and bask is satisfaction. It engages the senses and attends of the Driver's needs. With an
array of innovative feathers, it offers superior comfort and convenience. Accord is where the true pleasure of driving begins
Type Water-cooled, In-Line 4-Cylinder
Engine Block Aluminum Alloy
Valve Train 16-Valve SOHC i-VTEC
Fuel Supply System Multi-Point Fuel Injection
Throttle System Drive-by-Wire
Bore / Stroke (mm) 81.0 X 87.3
Displacement (cubic cm) 1,799
Compression Ratio 10.5 : 1
Maximum Horsepower (bhp @ rpm)
140 @ 6,300
Maximum Torque (lb.-ft @ rpm)
128 @ 4,300
Ignition System Direct Ignition System with Immobilizer
Transmission
Manual Synchromesh 5 forward speed - 1 reverse
ProsmatecCompact 5- Speed Automatic (Progressive Shift
Management Technology)
Steering
Gear Type Rack & pinion, Power assisted
Steering Wheel Turns (Lock-to-Lock)
2.67
Dimensions
Overall Length (mm) 4,540
Overall Width (mm) 1,755
Overall Height (mm) 1,435
Wheel Base (mm) 2,700
Tread (Front / Rear) (mm) 1,500 / 1,530
Ground Clearance (mm) High Road Clearance
Suspension
Front Control-Link McPherson Strut Suspension
Rear Reactive-Link Double Wishbone Suspension
Braking System
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Type 4 - Wheel Disc ABS
Electronic Brake force Distribution (EBD)
O
Tires / Wheels
Tire Size 195 / 65 R 15
Wheel Size 15 X 6 JJ
Wheel TypeSteel Wheel with
Full Cover5-Spoke Aluminum Alloy
Others
Fuel tank (Liters) 50 L
Interior color Grey & Beige Grey & Beige
Steering Wheel 3 - spokes 3 - spokes
Speaker System 4 - speakers 4 - speakers
Seatbelts - Front O Pre-tensioned with EA
HONDA CRV
Be Inspired
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Success is a journey. It has multiple peaks leading to that one ultimate pinnacle. One
success builds on another. To attain triumph requires overwhelming hold ups for a cruise
towards success. With the new Honda CR-V, we not only recognize your attainment and offer
you a magnum opus machine but also a driving experience that truly cherishes you success.
MARKET REVIEW
21
DISTRIBUTION
Region Name Address Phone No. Fax No.
Karachi Honda Shahrah-e-
Faisal
13 Banglore Town, Main Shahrah-e-Faisal, Karachi (021) 34547113-6, 34527070, 34527373,
34527474, 34527575
(021) 34526758
Honda Defence 67/1, Korangi Road Near HINO Circle, Karachi (021) 35805291-4 (021) 35389648
Honda Site C 1, Main Manghopir Road, SITE, Karachi (021) 32577411-2, 32564926, 32570301,
32569381
(021) 32577412
Honda South 1 B/1, Sec. 23, Korangi Industrial Area, Karachi (021) 35050251-4 (021) 35064600
Honda Drive In 118 C, Rashid Minhas Road, Karachi (021) 34992832-7, 34992824-5 (021) 34992823
Honda Quaideen 233-A-2, PECHS, Karachi (021) 34556071-3, 34556510-12 (021) 34554644
Hyderabad Honda Palace Shahbaz Town, Jamshoro Road, Hyderabad (0223) 6671789, 667032 (0223) 641519
Lahore Honda City Sales 75 B, Block L, Gulberg III, Ferozepur Road, Lahore (042) 35841100-06 (042) 35841107
Honda Fort 32 Queens Road, Lahore (042) 36314162-3, 36309062-3, 36313925 (042) 36361076
Honda Point Main Defence Road, Lahore (042) 35700994-5, 35700997, 0333-4777921 (042) 35700993
Honda Canal Bank 13-b,Block — K,Johar Town, Shaukat Khanaum
Bypass, Lahore
(042) 35300822, 35300833, 35315356-8,
35315361
(042) 35300841
Honda Gateway 15-Km Multan Road, Lahore. (042) 111 333 789 (042) 37511075
Islamabad Honda Classic Plot 179, I 10/3, Industrial Area, Islamabad (051) 4438801-5, 0321-5170961 (051) 4436446
Rawalpindi Honda Centre 300 Peshawar Road, Rawalpindi (051) 5125181-5, 0323-5101020 (051) 5125186
Multan Honda Breeze 63 Abdali Road, Multan (061) 4588871-3, 4547484 (061) 4588874
Faisalabad Honda Faisalabad East Canal Road, Faisalabad (041) 8731741-4 (041) 8524029
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Region Name Address Phone No. Fax No.
Honda Chenab 123 jb Raja wala Green view colony, Faisalabad (041) 2603449, 2603549 (041) 2603349
Sargodha Honda Citurs Fields 7-Km Lahore road, Sargodha (048) 3225186-7 (048) 3226589
Gujranwala Honda Gujranwala G.T. Road, Gujranwala (055) 3893481-3 (055) 3893484
Sialkot Honda Falcon Pakki Kotli, Daska Road, Sialkot (052) 3252000, 3251251-4 (052) 3563203
Mirpur Honda Empire Mirpur Mian Muhammad Road, Quaid-e-Azam Chowk,
Mirpur Azad Kashmir
(05827) 451501-3 (05827) 451500
Peshawar Honda North Main University Road, Peshawar (091) 5854901, 5700807, 5700808 (091) 5854753
Region Name Address Phone No. Fax No.
ABBOTTABAD Car Tune Up Centre, Banqesh Market, Mansehra Road, Abbottabad. 0303-6966955, 0300-5618464
BAHAWALPUR Bahwalpur Motors Bindra Pulley, Multan Road, Bahawalpur. (062) 2886900, 0321-6817729
BUREWALA Ghulami Motor
Workshop
Multan Raod, Burewala. (0673) 354778, 0314-6000992
FAISALABAD Jehangir Motor Garage Jaranwala Road, Faisalabad. (041) 8710616, 8541097, 0321-9664142,
0321-9665859
(041) 8738786
G.M. Autos 21/1 Jail Road, Civil Lines, Faisalabad. (041) 2641925, 0307-7775888 (041) 2641925
KARACHI Deinfa Motors 6-8, 12th Commercial Street, Phase II, D.H.A,
Karachi.
(021) 35886356-9, 0300-8227860 (021) 35881898
Saeed Auto Workshop 1-J8/B Muslim League Quarter, Main Road
Nazimabad No 1, Karachi.
(021) 36603336-7, 0300-8299814 (021) 36606444
Saqib Autos 9/423 Darakshan Society, Kala Board, Malir, Karachi. (021) 34401465, 0345-3382068 (021) 34501236
Auto-Tech Motors D-154, Block-5, F B Area, Near Zia-ud-Din Hospital,
Karachi.
(021) 32008853, 0301-8222477 (021) 36365151
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Region Name Address Phone No. Fax No.
ISLAMABAD Rafique Autos 8-A, Khayaban-e-Suharwardy G-6/1-1, Islamabad. (051) 2827527, 0300-8554935, 0300-8566648 (051) 2825026
GUJRAT Shahbaz Motors
Workshop
Near Science College, G.T. Road, Gujrat. (053) 3523511, 0300-6202195, 0304-4545450 (053) 3514511
LAHORE Kwik Motors Main Boulevard, DHA, Lahore Cantt. (042) 35723918, (042) 35731358
Cavalary Motors 18- Cavalary Ground Lahore Cantt. (042) 36663117, 36666537,
0300-8488847, 0300-4441117
(042) 36610117
Electro Wheels 23- Askari Flats Market, Sarfraz Rafiqui Road,
Lahore Cantt.
(042) 36664980, 0307-7048810, 0323-
6222591
Mehar Motor Engineers 892-R-1 Main Boulevard, Johar Town, Lahore. (042) 35291771, 0300-4008080, 0322-
4008080
(042) 35311171
Aabpara Motors Aabpara Market, 16 Wahdat Road, Lahore. (042) 35866932, 0300-4403400 (042) 35865131
Shafi Autos 5 Lawrance Road, Lahore. (042) 36365016, 0333+4242242, 0323-
4242242
(042) 36365016
Samanabad Motors Plot No. 29/30, 21 Acre Scheme, Samanabad, Lahore (042) 37530563, 37530579, 0300-9417172,
0300-8880096
(042) 37522099
MARDAN Mardan Motors Charsada Road, Mardan. (0937) 872059, 0300-5724800
MULTAN Ahmad Auto Care 2Industrial Estate Road, Nadirabad Railway Crossing,
Multan
(061) 8130005, 0300-8631111 (061) 6536311
MUZAFFARABAD Adeel Auto Lower Plate Neelum Road, Muzaffarabad (058810) 44881, 0300-5162829
OKARA Modern Autos Near Depalpur Chowk, Depalpur Road, Okara. (0442) 528335, 0300-7530400
RAHIM YAR
KHAN
Pak Saudi Motors Adda Khan Pur, Near Shamim Petroleum Service,
Rahim Yar Khan.
(068) 5887300, 0300-8678636 (068) 5887363
RAWALPINDI Meher Motors 445- Meherabad, Peshawar Road, Rawalpindi. (051) 5462464, 0333-5100755, 0333-5117333 (051) 5480990
Three Star Motor
Workshop
Sitara Market Chaklala Scheme No 3, Rawalpindi. (051) 5591219, 5591599,
0300-5169757
SAHIWAL Saboor Motor Workshop Near Yadgar, Sahiwal. (040) 4228100, 0300-6924789
SARGODHA Modern Autos Workshop Pul 47, University Road, Sargodha. (048) 3212130, 0300-6030100 (048) 3212130
SUKKUR Ghansham Motors Hussaini Road, Near Gudwara, Sukker. (071) 35617683, 0300-9310733
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Region Name Address Phone No. Fax No.
VEHARI Qazi Motors Multan Road, Vehari. (0673) 362496, 0333-6263496,
0334-7176699
Region Name Address Phone No. Fax No.
Lahore Sugoi Parts Center Shop No. 4 - 6, Shamyl Center, 4 Montgomery Road, Lahore 042-36370121 042-36375900
Sugoi Defence Parts
Center
Shop No. 1, Corner 26/26, Main Walton Road, Lahore Cantt. 042-36626987 042-36626989
Rawalpindi Sugoi Potohar Parts
Center
State Life Building, Kashmir Road Saddar, Rawalpindi 051-5580263-64 051-5580266
Karachi Sugoi Sunset Parts
Center
Plot No. 12-C, 12th Commercial Street, Phase II Extension D.H.A,
Karachi
021-35312766 021-35312768
Sugoi Star Parts
Center
Shop No. 9-10, Datari Arcade, Plot No. 151-A, Block-2, Khalid Bin
Waleed Road, PECHS, Karachi
021-34536637 021-34536638
Multan Sugoi Multan Parts
Center
103/9 Iqbal Plaza, Opp. RTO Office, Near Feasta Garden, LMQ Road,
Multan
061-4586160-61 061-4571962
25
Fax: (
32) 262578 COMPITERS REVIEW
COMPETITORS
The competitors of HONDA includes all the local and foreign Cars manufacturer including
Suzuki
Toyota
Mitsubishi
Mercedes
BMW
COMPETITION
The fear of threat of competitors is an increase strategy to deal with competition soon finds itself out of the market. As with other businesses, competition also affects the business of Competition is increasing now a days due to many factors. Some are mentioned as
.Profit
.Accessible Technology
.Globalization.
Because of handsome amount of profit in a Car industry many new Models entered in the market from the last few years. The competition between the new entrants is fierce and already margins have collapsed. Technology brings a revolution in every field of life. Machines are used for better development of structure. Competition is also increasing because of many multinational and local companies entered in this business.
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Competitors Analysis
The competition environment has a large impact on the marketing operations of the company. Before launching a product, it is necessary to analyze the competition environment of the target market. If there is a threat from large competition, than a suitable marketing strategy has to be worked out to overcome the problems. Product differentiation or price leadership can lead to success. Current Industry competition is high because of the Government policies and threat of new strong entrants. We have three types of competition which are as follows
Brand competition
Form competition
Generic competition
Brand Competition
This competition deals directly with the brand name Different brands of are available in the market who are directly Honda brand competitors. Competitors are called sum of those companies which are in same market, producing same product at same prices. When we analyze the competitors we have to keep four important aspects of the competitors in our mind.
1. IDENTIFY THE COMPETITORS
In identify study an organization has to identify the specific competitors of identify its competitors, for this purpose Honda classified competitors into two classes.
A. INDUSTRIAL COMPETITORS.
It means when Honda launches cars then they think about the Service and private cottage industry.
B. MARKET COMPETITORS.
It means when we come with tea in the market we are not going to compete only with Tapal but also with Coffee. This example helps us to understand market competitors but when we talk about the Honda product in the market we see there is not other substitute of cars as coffee for tea hence all the industrial competitions are also the competitions of Honda in market.
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2. PLAYERS OF INDUSTRY.
Honda categories the business according to this concept into four types
.Market Leader.
.Market Follower.
.Market Challenger
.Market Nicher
In it we have to mention that what type of player our product to be so Honda is doing this we compare in realistic manner then we see Honda is market leader, Toyota is its challenger and Suzuki is market nicher.
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SWOT ANALYSIS
SWOT ANALYSIS OF HONDA
STRENGTHS
.Quality of Cars
.Comfort ability of Cars
.Good Will
.Production Technology.
WEAKNESS
.Old Designing
.Lack of response (To and from customer)
Low Advertisement through Adds
Low quality of body structure
OPPORTUNITY
.Export business expansion
.Increasing ratio on quality conscious people.
Honda can increase product line by introducing jeeps
THREATS
.Govt. unstable policies due to political unsuitability
.High market share of branded and refurnished cars
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.Limited purchasing power.
Strict leasing polices may not be removed by the Govt.
Duty free agreement between China and Pakistan
OBJECTIVES AND ISSUE
The objective of our marketing plan is to introduce the executive class product in the form of Honda Jeep.
MARKETING STRATEGY
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To maintain the repute of Honda in the Market
To introduce latest safety tools in car industry
To introduce new design including interior and exterior
To create fully automatic function replacing manual function
To protect environment by introducing smokeless engine
POSITIONING
Honda is placing itself in the country with the help of its different departments. Marketing divisions has its distribution and selling channels comprising
PRICING STRATEGY
As the Honda have relatively have price than other companies, so to lunched BRIO its price will be up to 01 million.
Specifications
Engine Type SOHCi-VTEC
No. of Cylinders No. of Valves Displacement (cc) Max Power ps(kw) @ rpm Max Torque (Nm @ rpm) Fuel Supply System Fuel Efficiency*
416119888(65) @ 6000 109 @ 4600PGM - Fi18.4 km/litre
Transmission Manual5 Forward & 1 Reverse
SteeringType Collapsible Electric Power
Steering
Turning Radius (m) 4.5
Brake System
FrontDisc
Rear Drum
Suspension System
FrontMcpherson Strut
Rear Torsion Beam Axle
Dimensions & Weight
Overall Length (mm)Overall Width (mm)Overall Height (mm)Wheelbase (mm)Front Track (mm)Rear Track (mm)Ground Clearance (mm)Kerb Weight (kg)Tyre Size
361016801500234514801465165920-940175/65 R14 82T
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Fuel Capacity (litres)Seating Capacity
355
*As certified under Rule 115 of CMVR 1989, S(O) 18.3 km/l
PRODUCT STRATEGY
The quality of HONDA product is good but knows there are many competitors in the market. We have to develop the following features in BRIO, .
Interior
.Durability
.Comfort ability
.Reliability
Colors
Vogue silver metallic Granada Black Pearl Frost White Charcoal Grey metallic Canyon Stone silver metallic Silver Grey Cool Red
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Cyprus Blue metallic
Advance Safety System
This advance safety system will protect the passengers in case of accident,
Advance Breaking System
Comfortable Cockpit
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DISTRIBUTORS
In order to manage distributors sales
1. Constantly control weekly / sales estimate
2. Advance orders intake as per estimates
4. Ship the supplies to distributors as per schedule.
5. Ensure back up stock in warehouse for managing timely supply.
6. Timely collection of outstanding as per wholesale policy.
7. Control and settle distributor's customer’s claims as per policy.
8. Control, analyze profitability of each channel.
9. Ensure price inventory of stocks held by distributors for reduction increment and sales action.
10.Study and keep track of competition activities.
11.To intimate sales promotions and executive. The same in standardized form in distributor’s dealer store.
12.To help all dealers, distributors informed about shoe collection
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PROMOTION
ADVERTISING
The main purpose of the advertising department is to increase the sale and enhance company image.
I have prepared three advertisements for BRIO & JAZZ,
o First ad will be on -air. On first November 2012.
o Second ad will on – air 14th November 2012.
o Thirst ad will be on –air 30th November 2012.
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There will be hundred bill boards erected in the mentioned cities.
1) Lahore2) Islamabad3) Karachi4) Sialkot5) Hyderabad6) Faisalabad
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PROMOTIONING THROUGH
CONSTRUCTIVE SOCIETAL EVENTS
In this term Honda Pakistanis latest gesture of support for community projects in the country including sponsorship of a cancer walk organized by "cancer research foundation" to raise funds for this wordy cause. Honda banners featuring inspiring slogans to create awareness amongst general public were highlighted which enhanced company's image, as the event received excellent projection through print and electronic media.
BSO has a contract with the leading advertising company "Interflow". Both are collectively enhancing consumer's preferences through advertisement. Interflow is handling the most part of advertising.
The advertisement is prepared for this purpose will be on – air on 30th November.
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SALES PROMOTION
We have prepared the sale promotion planning which is following
For first hundred customers there will be a gift of LG Flatirons 29’
For next hundred users a gift of Nikon handy cam will be offered
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ACTION PLAN
The jeep will be lunched according to following plan.
The Brio will be lunched on 14th November 2012.
The opening ceremony of Brio will be held on 14th Novembert in Pearl Continental Hotel Lahore.
The Brio will be available in five cities of Pakistan, Lahore, Karachi, Islamabad, Peshawar.
For advertisement we have three ads of Brio
First ad will be on -air. On first November 2012.
Second ad will on – air 14th November 2012.
Thirst ad will be on –air 30th November 2012.
The sign boards will be erected first November 2012in five famous places of Lahore. Century Tower, Calvalry Ground, Garden Town, Pace, Thokar Niyaz Beig, and Azadi Chowk.
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Budget
Description Price Total
Bill Boards 20000x100 6 MillionTV ads preparationAds display on Geo
500000x3100000x3
3.5 Million
Sales Promotion(TV+Nikion)+
TV=30000x100Nikon=10000x100
4 Million
New Paper Ads 10000x100 1 Million
Fund For Charity 100000/ month 1 Million
Cost of Production 3x2000 6000 Million
Total 6016.5 Million
Details of Bill Boards
Size Rate Total
30x90 feet 20000/ per day 1.8 Million
20x60 feet 10000/ per day 0.9 Million
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Cost of Production
The cost for making a BRIO is 3 million. The first production will be 2000.
Revenue/Million Expenses per year/ Million Profit/Million
4.5x2000=9000 13.5x12=162 9000-6016.5=2983.5
The total profit for one year is 2983.5 Million or 2.9835 Billion.
REFERENCE USE
I have consulted following references to prepare this report.
Book of (Advertising and sales promotion)
Personal visit to organization for data collection As my own organization.
Get idea form class lecture
www.wikipedia.com . (For any kind of information and definition)
www.google.com.pk (for images)
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