Marketing Pakistan Honda

MARKEETING PROJECT

MBA Marketing

M.Shahzad Ashraf AD-512350

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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)

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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)

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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

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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

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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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