Honda spark mm

Marketing Plan

Syed Shah Faisal Imam Muhammad Bilal Usman Qaiser Muhammad Furqan

EXECUTIVE SUMMARY

HONDA SPARK Pvt. Ltd is a new entering partnership firm in the market. It aims to provide safe and convenient ride to the public.

targeting young boys and girls ,women of 18-28 years age.

Developing a Need that is not present but the reasons for the needs are there.

COMPANY HISTORY Established in 1962 as Atlas Autos Ltd with the

collaboration of Honda Motor Company Ltd. In 1964 it started its production and in 1979

Panjdarya Incorporation Ltd was established to expand its production.

In 1987 a factory was established in Karachi to manufacture the engine of CD 70 motor bike.

In 1992 another factory in Sheikhupura to produce Honda CG 125 engines was established.

Atlas Autos Ltd was changed into Atlas Honda Ltd

By 1995 AHL started to import its product to Nepal, Bangladesh, Sri Lanka, Middle East and Central Asia.

ISO 9002 certification and ISO 14001-2004 Environment Certificate.

Atlas has the country’s largest in-house manufacturing capability of motorcycles.

Karachi plant produces Honda 70 - 300 units/day Sheikhupura manufactures all four models of AHL i.e.

CD 70, Pridor, CG 125, CG 125 Deluxe and CD Dream.

Market Summary

Modes of Transportation is rickshaw, Qinchi or buses for young boys and girls.

Changes in the society in terms of women also contributing towards the family earning.

Safety concerns as dependant on the driver of the vehicle.

Market Needs

Currently there is to be a need created for a safe and self controlled mode of transportation for girls and boys being students. The need is to be placed in their and parents mind as a much safer and convenient way of transportation than Rickshaw and buses.

SWOT AnalysisSTRIENGTHS WEAKNESS Quality products Environment friendly Easy to approach outlets Only manufacturer in the market Light weight Affordable prices Availability of cheap consumer

financing Low maintenance Distribution Network

Limited target market Do not have own production plant Limited funds

OPPORTUNITIES THREATS Can expand local market Large room for innovation Still untapped market

New entrants in the market Law and order situation Conservative society New trend, chances of un acceptance

Competition

Direct Competitor: No Direct Competitor as new entry into this

field.

Indirect Competitors: Mode of transportations used by young

boys and girls are mostly Rickshaw and buses which can be considered as indirect competitors as planning a switch of those customers to HONDA HONDA SPARK.

Key Success Factors

Our unique selling preposition or the point of differentiation is that we are coming up with a scooter that is light in weight, economical because it consumes less fuel, is environmental friendly, requires less space, is cost effective and most of all its youth!!!

MARKETING STRATEGY

“The vision of HONDA SPARK is to provide world’s best two wheeler that is for everyone.”

Vision

Mission“HONDA SPARK’s mission statement is based on three fundamental values which are as follows: •Convenient travelling •Environment friendly•Continuous improvement”

Marketing Objectives

To introduce every literate girl of age bracket 15-28yrs to experience the ride of HONDA HONDA SPARK. By 2015.

Financial Objectives

To achieve the introductory target of selling 10,000units nationally generating Rs. Rs350,000,000 by year of 2015.

SEGMENTATION:

Geographic Demographic Psychographic Behavioral

Target Market:

Basis of Segmentation

Target Segments

Age 18-28

Income Middle-middle, Middle-upper, Upper-lower, Upper-middle & Upper-upper

Profession Students & Young working boys girls and women

Lifestyle Modern & Independent

Geographic Area Urban

Benefits Quality, Economy & Convenience

Positioning Statement:

“To young boys and girls who find it difficult and have think before traveling to places, HONDA SPARK comes up easy to use, low cost, economical and more importantly your own personal scooter so that you can light up your life your own way.”

Product

Two Wheeler Stylish for youth Economical easy on pocket Independency

Price

PRODUCT RANGE PRICE

HONDA SPARK nano

RS 35000

Place

Promotion

BUDGETSTotal per unit price of HONDA SPARK includes

Price of raw materials 9000

Electricity charges  5000

Other factory overheads     5000

Marketing 5000

Miscellaneous 1000

Profit on per unit 10000

Total price of HONDA SPARK

35000

Budgets In Different Promotional Activities:Electronic MediaChannels Time Durati

onTotal

Geo TV Prime time 1 Min 50000

ARY Prime time 1 Min 48000

Samaa prime time 6-8pm

1 Min 46000

Hum TV prime time 1 min 46000

Total 190,000

Print Media

page 

Color Size Daily basis

Weekly basis

Charges  

News paper & Magazine

Jang Mid colored Standard

Daily   5500  

Express Front

colored Standard

Daily   4500  

Dawn Back

colored Standard

Daily   7000  

Daily times Back

colored Standard

Daily   3500  

Akhbar-e-jahan

Back

Black & white

Standard

  Weekly 2600 

Total          23100

 Bill boards:

Location Size Duration   Total cost  

Shahr-e-faisal

20*60

1 month   80000  

Clifton 20*60

1 month   90000  

Gulshan 20*60

1 month   60000  

North Nazimabad

20*60

1 month 50000

Total      280000

CONTROLS

Brand Viewer ship Surveys in Universities and

collages Product Acceptance by the

customers Product Complains with respect

to the maintenance record Analyzing the customers age

group and class.