EXECUTIVE SUMMARY

The product that we have selected for our creative plan is a innovative new car IMPALA 360

based on its distinguished features, years of research and innovation. First of all we analyze

the industry, the external analysis, competitor's analysis, deep and years research and

different research. From these research and surveys will identify the market gap which can be

fulfilled our company strength and opportunities. We have focused group discussions,

interview, surveys, formal and informal sharing of ideas and make in loop both gender of the

stream.

On this research we find that there is the boom in automobile industry and many companies

and agencies are involved in this business but unfortunately the authorities did not respond as

they should be. Instead of creating facilities the people are facing problems due to lack of

developed roads and the understanding of individualism in the society. So people are looking

for something different, innovative, and convenience in their lives. They also want to improve

their life styles by adopting new and stylish with convenience and economy.

On the basis of opportunity and gap analysis we have decided to develop IMPALA 360 which

entails latest technology, innovative style and maximum features which will be valued by our

prestigious costumers.

We have segmented the target market on the basis of behavior, physiography and

demographic. On the basis of these things we define the profile of target costumers. The

creative plan of our produce covers almost all media newspapers, TV adds, direct and

personal selling. According to our budget planning we have allocated 40 million / year for the

advertisement and personal selling. We will access our plan on fortnight basis which will

access the awareness, interest and action level of our costumers. For creative strategy we

have made colorful and interesting adds, logos, and story board to add value to all our

promotional plans.

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INTRODUCTION

Impala Pakistan is a Pakistan based company which was corporate as Public limited on November 02, 2004. The inauguration ceremony of the company was held in early 2005 in the presence of Prime Minister of Pakistan. We have in house assembly plant with all kind of engine started.

Our plant is most modern plant in all over Pakistan that distinguishes it from other automobile companies. It has production capacity of 25000 cars per year that can be enhanced further on demand. Impala endeavor to go aggressively for the sound development of the society by environmental friendly vehicles, motorization, industrialization , job creation thus improving the peoples life standard with combine effort of all the dealers, vendors, and Impala staff.

Vision:Our vision is to be excellence and innovative.

Mission:To provide automobile of international quality at competitive pricesTo improve the skill of employeesExcellence in Research and development

Environment Policy:To produce environment friendly vehicles and contribute in our social responsibilityWe ensure safe disposal of waste from our plants

Career:We believe in equal employment opportunities.

Total Quality and Research and Development:

At impala we emphasis more in Research and Development. Based on R& D we believe in

total quality with no compromise.

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Industry analysis:

Production Statistics for Different Automobile Companies

3

Production Graph for Different Automobile Companies in Pakistan

4

Honda

(Civi

c) 

Honda

(City

) 

Suzuk

i (Bale

no)

Suzuk

i (Lia

na)

Toyot

a (C

oroll

a)

Nissan

(Sun

ny)

Kia (C

lassic

NG

V)

Kia (S

pect

ra)

Suzuk

i (Khy

ber/

Cultus

)

Suzuk

i (Alto

)

Hyund

ai (S

antro

Plus

)

Daihat

su (C

uore

)

Suzuk

i (M

ehra

n)

Suzuk

i (Bola

n)

0

5000

10000

15000

20000

25000

30000

35000

40000Production Statistics

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

Automobiles

Sales Statistics For Different Automobile Companies in Pakistan

5

Sales Graph of Different Automobile Companies in Pakistan

6

Honda

(Civi

c) 

Honda

(City

) 

Suzuk

i (Bale

no)

Suzuk

i (Lia

na)

Toyot

a (C

oroll

a)

Nissan

(Sun

ny)

Kia (C

lassic

NG

V)

Kia (S

pect

ra)

Suzuk

i (Khy

ber/

Cultus

)

Suzuk

i (Alto

)

Hyund

ai (S

antro

Plus

)

Daihat

su (C

uore

)

Suzuk

i (M

ehra

n)

Suzuk

i (Bola

n)

0

5000

10000

15000

20000

25000

30000

35000

40000 2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

External analysis:

Pakistan has a growing market for automobiles and accessories (including tractors), offering

exceptionally good sales opportunities for U.S. exporters in the car, bus and heavy truck

segments. The total number of vehicles in Pakistan is over 5 million units. The annual

demand is approximately 300,000 units with total imports worth USD 300 million. The local

production of after market automotive parts and accessories is around USD 850 million. Four

hundred manufacturers of automotive parts and accessories support 32 automobile

manufacturing and assembly facilities in Pakistan. Only five of these automobile

manufacturers, produce/assemble buses and trucks.

The vehicle industry demonstrated a very impressive growth rate of over 50 percent during

the past fiscal year, mainly due to the increase in demand and the availability of consumer

credit and low interest rate loans. The Government of Pakistan (GOP) encourages local

franchisees to introduce more buses on city routes by providing 4 percent loans for bus

purchases. The government also gives 10 percent rebate of custom duties for the import of

public transport vehicles. The GOP has exempted buses in Completely Knocked Down (CKD)

condition from customs duty irrespective of whether they run on Compressed Natural Gas

(CNG) or diesel fuel. The Small and Medium Enterprises Development Authority (SMEDA)

monitors the import, resale and transfer of vehicles imported under this customs duty

exemption. The general tariff regime is 20 percent on CKD buses and trucks; 60 percent on

Completely Built Units (CBU) trucks and 20 percent on CBU buses.

Buses using Compressed Natural Gas (CNG) are particularly in demand, as the GOP applies

the National Environmental Quality Standards related to air, water, and noise pollution to the

vehicle industry. Recently, the government has made tremendous progress in promoting CNG

usage by setting up filling stations, converting petrol-run vehicles, and providing incentives to

entrepreneurs.

As a result, more than 265,000 vehicles have already been converted to CNG and the clean

fuel has gained instant popularity. Pakistan has become the third largest CNG (for autos) user

in the world after Argentina and Brazil.

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Manufacturers and assemblers of buses and trucks should consider entering this market. For

U.S. companies interested in selling automobiles in Pakistan, the best strategy is either to find

a local partner to act as the sole distributor/agent or to register and establish a representative

office in Pakistan. Pakistan has a sophisticated and regulated banking industry with both

state-owned and private banks offering a full range of financial services including trade

financing.

Additionally, incentives from the government that include zero duty on imported components

used in the manufacture of products for re-export and emphasis on the training and

development of human resources has paved the way for manufacturers to align themselves

with their foreign counterpart and pursue joint manufacturing and value addition.

Competitive analysis:

Suzuki Mehran is our Direct Competitor

Coure and Hyundai are also our competitor

The suppliers of their spare parts.

Position on Low Price and Good will and distribution channel

Suzuki Advertisement budget is 5 Million

Market Research is on the basis of external analysis we launch our questionnaire to identify

the Gaps in the market. Therefore we launch the Questionnaire.

SWOT Analysis:

Strengths:

we identify the Gaps that exist in the market. We also identify the problems which

our clients faces. No other automobile firms is offering the same features as we are offering.

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Innovation

strong technological expertise

Qualified Human Resource

Improved Research and development

Our Road Show

Weaknesses:

New Entrance in the marketplace

Limited Finances

Monopolistic Market

Highly Competitive environment

Opportunities:

Innovative Product

Attractive Style of Product

Environment Friendly

Threats:

Maximum Market Share of Competitors

Regional Overview

Cross-border analysis on the structure, size and value of the automotive sector, including

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comparative historical data and forecasts on the region’s sales and production figures.

Business Environment Rankings:

Comparative guide to the region’s business environment, ranking of the regional markets by

CBU Output Growth, Vehicle Penetration Potential, Regulation, Market Competition,

Economics Risk and Politics Risk. The rankings table provides BMI’s view on the

competitiveness of the regional markets.

Market Overview:

Outlook of local market, commenting on its structure, size and value.

Company Profiles & SWOTS:

Company profiles, including SWOT (Strengths, Weaknesses, Opportunities &

Threats)analyses, fully researched senior executives and full contact details, business activity,

leading products and services.

Launching of Impala 360:

On the basis of our research market analysis external analysis and technical competency we

are going to launch our brand new innovative product in the market, the Impala 360. The

following are the features of our Product:

360 Angle

The main objective of this feature of our car is that it can rotate at 360 Angle and is

space efficient. It can easily adjust in small roads, congested parking lots and in traffic

jams.

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Space Efficient

Our car is space efficient and can accommodate the huge luggage storage. Its rear

seats can fold in a manner to create enough room for accommodating the

luggage/baggage. This thing makes it easy for the small families to use our car

efficiently.

Stylish Look:

The look of our car attracts the young generation. The model is very attractive,

creative and innovative.

Colors: Our car is available in very bright and attractive colors. These colors also

attract younger generation and small families.

Models: As our competitors concentrates on only once shape but our core

competency is to launch the new shape every new year.

Fuel Efficiency

Our Car is light weight and small size therefore consumes less fuel. Our competitor

takes 16 Km in 1 Litter petrol but our car travels 20 Km in 1 litter.

Environment Friendly:

The catalytically converter is environmentally friendly. Its a filter which purifies the

smoke and then eject outside.

Bluetooth:

Impala 360 has a Bluetooth that makes the use of the cell phone in the car very easy.

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While driving you don’t need to pick your phone to check who is calling and pressing

the talk key to talk to the caller. The built-in Bluetooth system in the car automatically

displays the caller ID information on the Time Display LCD. After watching the caller ID

information you can pick the call by pressing a button on the steering wheel and talk to

the caller.

Air Conditioner

Our car has built in Air Condition. That provides very cool air. Its throw power is very

high comparing the other vehicles in the market.

Cassette Player and Radio

It has built in radio and cassette player with latest model.

Efficient Brakes:

It has ABS brakes that are more reliable than disk brakes.

800 cc Engine

Our car is economical and is the best choice for small families, for the people those

want to switch away from the motorbikes to the cars and the people those want to up-

grade themselves with respect to ever changing environment.

Technical Specifications:

CAR TECHNICAL SPECIFICATIONS SPECIFICATIONS EQUIPMENT LIST

Body Type

5-Door Hatchback

DIMENSIONS (mm)

Overall Length 3.300

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Overall Width Overall Height Wheelbase

1.4051,4102,175

ENGINE

Type No of cylinders Piston Displacement

4-stroke cycle, water-Cooled, OHCIn-line-3

800cc

TRANSMISSION

Transmission Type 4-forward, 1 reverse

CHASSIS

SteeringSuspension FrontSuspension RearBrakes FrontBrakes RearTyreRear axle turnable

Rack &PinionStrut, Coil spring

Leaf SpringDiscDrum

145/70 SR 12Yes

CAPACITY

SeatingFuel TankGas cylinder for CNG version

530L40L

COMFORT

HeaterAir Conditioner

Phone Detector

YesYes

Yes

INTERIOR

Sun visor (Both sides)Room lamp (3-position)Seat materialsReclining & sliding front seatsAdjustable front seat headrestPart fabric door trimAssist gripGlove compartmentCoin receptacle

YesYes

FabricYesYesYesYesYesYes

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Front ashtrayInterior rear view mirrorFloor mat

YesYes

EXTERIOR    

Multi-reflector headlampsColored front & rear bumperFold able outside mirrors 9both sides)Lockable fuel lidBack door lock

YesYesYesYesYes

SAFETY    

Front seat beltsChild locks (Rear doors)Air BagsEnvironment FriendlySliding Doors

YesYes

Both FrontCatalytic converter

Yes

CNG    

CNG version   Yes

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TARGET MARKETING PROCESS:

Identifying Markets:

Market Size:

We've segmented our product one the basis of demographic segmentation in which we

have selected only these type of social classes like that middle upper, upper lower,

middle class and upper class. In Multan approx. 18% of the population lies in these

categories.

Potential:

According to our research there are still unfilled needs of the customer. They want

something different. That is that they want some additional characteristics. They are

worried about availability in parking lost, narrow roads, c rowdy places. On the basis of

these gaps those exist in the market our product fills these gaps.

Segmentation:

Trends

People want variety and different product which suite their personality and their needs.

The customers are more conscious and they want more aided functionality in the

product. That combine many unique features which suites the needs and wants of the

customers.

Customer Profile

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We've segmented our product on the basis of psychographic behavior and to some of

demographic.

Behaviors

Behavior of our target customers are as follows:

1. Easy going

2. Innovative and early adopter

3. Punctual

Life Style

1. Motivators

2. Achievers

3. Lenient behavior

4. Settled in

Demographic

1. Gender

male female both

2. Age Group

18 to 60

3. Marital status

married and unmarried both

Socioeconomic

Income

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Middle middle class Rs.15000 to Rs.20000

Middle upper Rs.20000 to Rs.30000

Upper lower Rs.35000 to Rs.50000

Upper middle Rs.50000 to Rs.80000

Upper upper Rs.80000 to onward....

Occupation

Job holders, businessmen, professionals,

Buying situations

Behavioral segmentation

Occasions regular( covers the common uses and individual use office

home)

Second car( families with surplus income)

Marriage gift( upper class with high mode)

Benefits

Our benefit segmentation is based on following characteristics:

Quality: comfort, reliable, convenience

Services: customer care, after sale service

Convenience: space , fuel and road efficient.

User Status

As far user status is concern we will target potential users. As our product is new one

we don't have any existing users.

Readiness stage:

We will cover the customer who have the following types of readiness position.

Interested:

desirous

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intended to bye

We are targeting our customers who are interested in our product and they have desire

and intention to our product and afford-ability is not problem for them.

Attitude towards product:

enthusiastic

positive

indifferent

We will hit only positive and indifferent customers in the beginning. We will try to urge

positive customers to purchase our product and will try to clear the differences our

product has from the existing brand through our Ad campaign.

Psycho graphic Segmentation

Psycho graphic segmentations of our product 360 is based on these determinants:

Social Class

middle middle

middle upper

upper lower

upper middle

upper upper

Life Style

achiever

striver

struggler

Personality

compulsive

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gregarious

ambitious

authoritarian

Demographic Segmentation

Demographic Segmentation is based on the following characteristics:

Age (for all age group)

Gender(male , female)

Family size (1-4)

Positioning:

We have position our product one the basis of attributes, benefits, economic and friendly

usage. Our product is positioned are on the slogan “Go Everywhere Do Anything”

Market Planning Program:

Product Decision:

are launching the 800cc Car named Impala 360.

Price Decisions:

We have based our prices by keeping in view our competitors. To penetrate into the

market the price of our product is less than our competitors.

Distribution Channels:

In start we have franchises in the top 5 cities in Pakistan. We are also launching the

Company Operated Sales and service centers in these cities that deal directly with

these franchises and supplies them the parts. We are also providing the common auto

spare parts to the other retailers in the city.

Advertising Objectives and Goals:

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Through our research we have found there exist gap in market. Our main advertising

objective is to address this gap and focus our most attractive features in the mind of

our customers. Firstly we will emphasize on creating awareness and urge them to

purchase our car.

When our product get attention and customer inquiring regarding our product then we

will enhance our sale through advertisement.

Customers Actions:

The characteristics that will identifying for our advertisement campaign are as follow

attention

inquiry

interest

desire

action

satisfaction

after sales services

Message Strategies and Tactics

The message will be very clear and will use in all type of media, it will be supported by

visual aid graphics, color, sounds etc. The main element of the message will be

focusing on comfort and efficiency.

Our product is highly involvement because it is very costly and differentially product

with added features so we try to convenience our prospective customers through add

and will provide them the information that will value for them.

Logical appeal with real life spoke person would be use in TV adds. In our creative

strategy we use new appeal strategy because our product is innovative and we want

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our customer to be aware with these unique features.

Our print add is more descriptive one where we will illustrate main feature of our car.

Visual aid is also given to explain the car like rotating of wheel space efficiency and

other characteristics.

MEDIA STRATEGY AND TACTICS

We will use different advertisement media such as

1. Print Ad

2. Electronic Media

3. Personal Selling

4. Direct Marketing

Print Media: For print media we will use following newspapers and magazines

Newspapers:Dawn, Jang, Business Recorder

Magazines: Herald, Business week

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In our creative strategy we use new appeal strategy because our product is innovative. The

six multiply by four print add containing visual aids, colors and unique features of Impala 360

is used.

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The add also contain the contact detail of head office and weblink so that the interested

person get he information of Impala 360.

Electronic Media: This media will also be used when we launch our product country wide we

have decide to play our advertisement on following channel.

Geo, Ptv, Star Plus at prime times

Timings and Schedule of Adds on TV.

30 seconds ad to play on TV. We have decided to play total 18 ads per day according to the following

schedule.

Star Plus PTV GEO NEWS TV AAJ TV

No of Ads 7 3 3 5

Timings 7pm to 11pm 9 to 10pm 10 to 12 pm 10 to 12pm

Total Timings 210 seconds 90 seconds 90 seconds 150 seconds

Personal Selling: For this type of promotion we will recruit enthusiastic experience and

combative persons. We will use combination of commission and fixed salary for their

compensation and their performance will be evaluated on fortnight basis. Only progressive

sale will be encourage to retain. The company will pay rupee 10000 per month at fix salary

and rupee 5000 on selling on each car.

Direct Marketing: We are also providing the leasing facilities to our potential customers on

easy term and conditions.

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BUDGET

As we've used the new entrance strategy therefore we've allocated a lot amount of

budget on advisement as compare to our competitors.

Mass Media 16 million

Print Ad 14 Million

Road Show 10 million

EVALUATION:

for the evaluation purpose we will use fortnight recall and will assess the awarness and intrest

attention and action level of customer and prospective buyers. We will also get market

information from our sales representative, banker, leasing companies insurance companies

and others.

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QUESTIONNAIRE

Name:

Age

Gender male Female

Profession:

Income Level:

Q 1: Do you have any Auto mobile?

Yes No

Q 2: If yes what type of Car you use?

800cc 1000cc 1300cc others

Q3: At what time you are using car mostly?

Morning Afternoon Evening All Time

Q4: How much you are satisfied with your car in congested roads?

Very Satisfied Somewhat Satisfied Not Satisfied

Q5: Do you face any problems with parking lots?

Q6: Do you face any problem while turning your car in c rowdy roads?

Q7: What additional features you want in your car?

Q8: Do you face any problems while using phone in your car?

Q9: Do you face any problem while opening doors in c rowdy roads?

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Q10: If you have huge luggage then the space in your car is accommodating?

Q11: How much you are concern about increasing pollution in environment?

KEY WORK PLAN

Key Effect:

Our car prospects, both individual and family users, reflects a positive interest for the

stakeholders. Yet our concern about the innovation in automobile industry due to its unique

and highly technological features.

Advertisement Objective:

Advertisement objective is to ensure the target market to have a unique and innovative driving

experience on the road with economy and style.

Principal Competition:

Our principal competition is the small cars those are based upon the economy.

Promises:

Efficiency on the road, Fuel Economy, Stylish look.

Reason Why:

Efficiency in crowded roads. People are sick of the old models and we provide with new

stylish look plus economy.

Tone and manner:

This is a totally new and innovative product that will give benefit to the end user.

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Story Board:

1 2 seconds Oh my God... I am getting late from office.

2 2 seconds I have to drive fast to reach the office on time

3 3 seconds Oh no... The road is blocked and I have to take the U-Turn

4 7 seconds Wow... I can take U-Turn with no effort or time. Thanks to Impala Turning rear wheels

5 3 seconds Oops... There is no parking space for my car in my office

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6 7 seconds With my Impala 360 the best solution for crowded roads and narrow parkings.

7 6 seconds And Now with my impala 360 I can park in the narrow parkings and take difficult and time consuming turns efficiently.

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