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NEW PRODUCT LAUNCH REPORT(1ST HYBRID CAR LOCALLY MANUFACTURED IN PAKISTAN) ELECTA HYBRID VEHICLE SYED PASHA MASROOR PRINCIPLES OF MARKETING 1

2. ACKNOWLEGEMENTWE WOULD LIKE TO TAKE THIS OPPORTUNITY TO BE GRATEFUL FO THE ASSITANT OF MANYINDIVIDUALS WHO HAVE INFLUENCED THE DEVELOPMENT OF THIS REPORT BY MAKINGINVALUABLE CONTRIBUTIONS.WE ARE THANKFUL TO ALMIGHTY ALLAH, THE MERCIFUL FOR HELPING US IN THEACHIEVEMENT OF THIS TASK AND ALSO FOR EVERYTHING ELSE THAT HAS BEEN BLESSEDWITH IN THIS WORLD WE HOPE TO REMAIN HIS FAITHFUL SERVANTS FOR THE REST OF OURLIVES.WE ARE MOST GRATEFUL TO OUR RESPECTED TEACHER MISS BEENISH NIDA AFAQ FOR THEKIND RESPONSE AND THE SUPPORTIVE GUIDANCE THAT MADE POSSIBLE THE COMPLETION OFTHIS REPORT IN DUE TIME. SHE NEVER HESITATED TO PROVIDE US HER VALUABLE TIME ATSHORTEST NOTICE WE APPRECIATE ALL THAT.WE ARE APPRECIATIVE FOR THE KIND RESPONSE OF MR.TARIQ JAMIL (ASSISTANT PROFESSOR)NED UNIVERSITY, AUTOMOTIVE DEPARTMENT WHO MADE NECESSARY ARRANEGMENTS ANDPROVIDED US WITH NECESSARY DATA WITHOUT HESITATION. WE ARE THANKFUL TO HIM FORHIS SUPPORT.WE ARE ALSO VERY THANKFUL TO TECHNICAL MANAGER (SHAHNAWAZ ENGINEERING)MR.SHAKEEL AHMED KIDWAI WHJO GAVE US VERY FRUITFUL KNOWLEDGE ABOUT THISPROJECT. 2

3. TABLE OF CONTENTS:EXECUTIVE SUMMARY 4OBJECTIVE OF THE PROJECT 5NEED OF GAP ANALYSIS 5INTRODUCTION OF HYBRID VEHICLE 5TECHNOLOGY ADVANCEMENT 6CURRENT MARKETING SITUATION 6MARKET SEGMENTATION 6 Demographic Segments 6 Geographic Segments 7 Psychographic Segmentation 8 Behavioral Segmentation 8TARGETING APPROACH 8CONSUMER ANALYSIS (TARGET AUDIENCE) 8CONSUMERS BUYING BEHAVIOR

9MARKET POSITIONING STRATEGY 9POSITIONING STATEMENT 9POSITIONING STRATEGY 10PRODUCT STRATEGY 10LEVELS OF PRODUCT 10 Core Product 10 Actual Product 10 Augmented Product 10PRODUCT LIFE CYCLE STAGE 11PRODUCT ATTRIBUTES 11 Quality 12 Features 12 Design 12BRAND NAME AND BRAND IMAGE 14PRICING STRATEGY & METHOD 14BREAK EVEN ANALYSIS 15DISTRIBUTION 16PROMOTION 16PROMOTIONAL GOALS 17ADVERTISING 17SALES PROMOTION 17PROMOTIONAL ACTIVITIES 18PUBLIC RELATIONS 18PUBLICITY 19 3 4. CUSTOMER SERVICE 19 Express Maintenance 19SWOT ANALYSIS 19ISSUE ANALYSIS 20BUDGET 21REFERENCES 22 EXECUTIVE SUMMARYWith passage of time as the technology is advancing, every day we hear about new development inthe field of science as there many inventions which have been very useful for mankind on the otherhand this advancement and technology also have some adverse effect which also bring someenvironmental hazards. For example the waste from the factories are polluting are environment andharmful gases rising temperature of earth. To counter this problem efforts are been made thus toeliminate these harmful hazard. Among these efforts, there is an innovation that has revolutionizedthe automotive industry.A revolution has been initiated by combining electro mechanical system thus to run car with low fuelconsumption rate as well environmental friendly. The technology has been named as Hybrid carwhich is a big milestone in countering with pollution hazards. A hybrid vehicle is a vehicle that usestwo or more distinct power sources to move the vehicle. The term most commonly refers to hybridelectric vehicles (HEVs), which combine an internal combustion engine and one or more electricmotors.Driving is one of our daily activities with the most significant impact on the environment thereforechoosing a green option is an essential part of a sustainable lifestyle. Hybrid cars are the mostpopular auto green options. The purpose of hybrid cars is to offer a cutting-edge and practicalsolution to contemporary drivers and gas-electric hybrid cars are the most popular

options. Somemodels produce as much as 90% less toxic gases than conventional, non-hybrid vehicles.The purpose of hybrid cars is to combine a gas engine and an electric motor that assists the enginewhen accelerating. The batteries that power the electric motor are recharged automatically whiledriving. Therefore the main purpose of hybrid cars is to cut down on fossil fuels while maintainingexcellent performance and saving money in the process as the government offers tax incentives tothose who purchase a hybrid car.For those who see the purpose of hybrid cars mainly from an economic point of view, there are a fewfactors to consider, including the cost of gas and the length of car ownership. The model of the carplays a significant role as well, especially its MPG rate. In their favor, hybrid cars have lowerdepreciation than standard gasoline cars. Besides, demand is likely to grow so if your purpose whenpurchasing a hybrid car is to make a financially wise investment, you probably are on the right track. 4 5. OBJECTIVE OF THE PROJECTTo develop hybrid vehicle as its known for best fuel efficient car in the automobiles world and current demandis same to produce less expensive, fuel efficient and environmental friendly vehicle. The hybrid carmanufactured on small scale which has the entire ingredient of hybrid vehicle that provide favorable resultswhich is ecofriendly and best fuel mileage.NEED OF GAP ANALYSISThe gap analysis is recognized as, in todays world, the middle class now requires to have a four wheeler notjust as a source of social status, but also becomes a necessity of everyday life. Some of the reasons are asfollows:1) CURBS EMISSIONS:Hybrid car consumes less gasoline than to traditional gasoline powered car. Thus, hybrid cars emit 50% lesscarbon dioxide and 90% less carbon monoxide.2) OFFER BETTER FUEL ECONOMY:Hybrid car has two sources of power, a small combustion gas engine and an electric motor. The fuel economyof a hybrid car is approximately 25 percent better than conventional gasoline vehicles.3) CHEAPER MAINTENANCE:Maintaining a hybrid car is less expensive because of its unique design. Hybrid cars have features that decreasewear and tear on the engine and braking system.4) REDUCES DEPENDENCE ON OIL:As a

result of the increased fuel efficiency the quantity of fuel consume per drive is less in a hybrid vehicle thususing hybrid vehicle reduces our dependence on oil/Introduction of Hybrid Vehicle:A hybrid vehicle is a vehicle that uses two or more distinct power sources to move the vehicle. The term mostcommonly refers to hybrid electric vehicles (HEVs), which combine an internal combustion engine and one ormore electric motors. Traditional cars have fairly large, powerful gasoline engines. Hybrids use a much smallergas engine, which turns a small generator called an alternator to generate power for the batteries. The gas engineruns at a constant rate until the batteries are charged to a certain level, then shuts off. When the battery needsmore power, the gas engine turns on again. Because it does not produce big bursts of energy like a traditional 5 6. automotive engine, a hybrid gas engine can be compact and efficient.Technology Advancement:Regenerative Braking System introduce in the vehicle in which function is thru brake. The reason for this isregenerative braking, a technology that allows the car to convert the kinetic energy created by braking (due tofriction created by the brake pads) into electrical energy that can recharge the internal batteries. Whenever ahybrid driver begins to depress the brake pedal. Before the brake pads begin to apply pressure to the rotor, anelectric generator engages the brake assembly, using electromagnets and the motion of the wheel to create anelectric charge. This charge, known as an excitation current, passes through the transmission, which is capableof handling both positive and negative power delivery, and into the batteries for use later in powering the car.CURRENT MARKETING SITUATIONIn order to analyze the current market situation we to closely and accurately divide the market in to differentsegments depending upon their need.Market SegmentationMarket segmentation refers to the aggregating of prospective buyers into groups (segments) that have commonneeds and will respond similarly to a marketing action. Market segmentation enables companies to targetdifferent categories of consumers who perceive the full value of certain products and services differently fromone another. We have also

follow this strategy and segmented the markets into different groups.Demographic SegmentsAgeHybrid car is focused to all age groups as per the survey analysis it focus on middle age people done can beassigned to young generation as well as category of market, but to be more efficient in directing the resources tothe right target market, for this we have done market segmentation. (27%) (25%) above 40 below 30 (48%) between 30-40 6 Geographic Segments:Here we subdivide markets into segments based on geographic distribution-- the regions, counties, cities andtowns where people live and work. This can be taken out by taking into consideration:a) Regional population distributionb) Urban, suburbs and rural distributionc) Metropolitan area structured) Suburban growthIn our segment we have to sell as well to give strong aftersales service we have initially started with urban aswell as central location of the metropolitan city where services can be delivered well without any interruption.As more focused group is in metropolitan cities where transportation rate is much higher than any other place. Peshawar Islamabad Quetta Lahore Hyderabad Karachi 77. The result of the analysis states that the age group of 30-40 is the best target segment to be focused Gender gives a clear distinction between the demands made by different sexes; we will be targeting both the genders. Income determines who can afford to have that product. ELECTA will be targeting low to middle income people who are not able to afford their own car. We will be targeting those groups which are earning 400,000 approx. yearly. Social Class that we will target is middle and upper middle class. Family cycle indicates which family type usually we are focusing. In case of ELECTA we are targeting Middle Class family. Behavioral SegmentationBehavioral variables including benefits, usage rate, and attitude have been identified as starting points forconstructing market segments for hybrid automobiles. Buyers can be classified according to the benefits theyseek. Hybrid vehicle consumers anticipate fuel prices to rise more quickly than do non-hybrid consumers,therefore they expect a return on their investment as fuel prices increase. Hybrid

consumers also drive fewermiles on average and keep their automobile longer than the average person, often more than five years. Finally,they are willing to pay more for an environmentally friendly product and want to do something to help reducevehicle pollution.Targeting ApproachIdentification of the market segments leads a firm to decide how to approach the selected market. In case ofELECTA we are focusing on Differentiated Marketing Approach in which we have different offers for differentmarket segments, in order fulfill the needs of Targeted market segments and to achieve higher sales andstronger position.Consumer Analysis (Target Audience)On the basis of market segmentation we are targeting the age group between 22-60 with special focus on agegroup 3040yrs as they are 48% of the whole market, as people of this group are young and energetic officegoing who likes to be innovative. They are also aware of the pollution hazards and want to contribute theirefforts in making the environment pollution free.We are also targeting Middle class families who are facing problems in transportation and dont like to travel inbuses and rickshaws they desire of having their own car but due high price of cars they are un able to afford.We are also targeting graduate students, dreaming to travel in their personal car; ELECTA will make theirdreams come true. 8 Psychographic SegmentationWithin the identified demographic, two different groups, innovators and thinkers, were identified based on theirvarying personality traits, lifestyle, and values. Innovators are successful, sophisticated, and active with highself-esteem. Their purchases often reflect cultivated tastes for relatively upscale, nicheoriented products andservices. Thinkers are more mature, satisfied, and reflective group of people who are motivated by ideals,knowledge, and responsibility. Thinkers recognize the environmental impact of motoring and would like to dosomething about it. They are seeking to express their concern and ease their conscience. The two identifiedpsychographic groups for the hybrid automobile market were identified to have higher economic resources.8.

9. Consumers Buying BehaviorAfter recognizing a need, the consumer decides how much time or effort he has to exert in satisfying this need.If he is not satisfied with the quantity or quality of information about the purchase situation and decides toactively collect and evaluate more, then these are "HIGH-INVOLMENT PURCHASES that entail all sixstages of the buying-decision process. On the other hand, if he is comfortable with the information andalternatives readily available, the purchase situation is "LOW-INVOLVEMENTIn case of ELECTA, basically high involvement level of purchase takes place, because people usually notpurchase car daily. But by keeping the prices as reasonable as possible with a different and attractive packageby adding value added features we can reduce the time exerted by the consumers on deciding the car topurchase.Market Positioning StrategyA Positioning Strategy is how you want to be perceived in the minds of prospects versus your competition. Itmust clearly distinguish you from competitors and make it obvious you are the best available choice.In case of ELECTA we have to realize our customer that ELECTA is not just an ordinary car .It is the solutionthat we are looking for. An alternative to the conventional cars those are expensive, costly to maintain, high fuelconsuming car. By opting for ELECTA would just change our life style, it will be helping us not only in makingour planet a safer place to live ,allowing to overcome on energy crisis but also would give them a comfortableand stylish edge.In order to position ELECTA in this manner why are highlighting that why we are us unique or superior versuscompetition? What is so innovative about ELECTA that sets us apart from competitors? What extra will thecustomers get if they choose ELECTA over other cars? How will the customer be contributing in saving theplanet?ELECTA position itself as a product that is giving more benefits in much lesser price than its customers. InELECTA we are charging a reasonable amount for a numerous of features that we are giving in the car. It is ourclaim that no other car in this Price Range 400,000 550,000 has such features, design and quality.POSITIONING STATEMENTPositioning statement is a succinct description of the core target audience to whom a brand is directed, and acompelling picture of

how the marketer wants them to view the brand. In case of ELECTAFOR A MIDDLE CLASS FAMILY, ELECTA IS AN ECONOMICAL, EFFICIENT AND STYLISH CARTHAT PROVIDES MEANS OF TRANSPORTATION IN AN ENVIRONMENTAL FRIENDLY MANNER 9 10. Positioning StrategySlogan of Our Product:Product slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be themost effective means of drawing attention to one or more aspects of a product. In case of ELECTA our sloganreflects what our product is all about.Help our planet get better mileageProduct StrategyA product strategy identifies, in broad terms, how you plan to sell your products to your marketplace bydocumenting how the people in your marketplace (your clients) think about your products and business. Itdocuments how your business positions its products and services and it contains your strategies for selling.In case of ELECTA as we are manufacturing and selling the first Hybrid car in Pakistan which will be knownbest for fuel efficiency , Style ,Comfort and ECO Friendliness. The main strength of The ELECTA car is itsidea itself. Excellent engineering team who are highly trained and very skilled. Economical car with low fuelconsumption and latest technology High-quality low price than other competitors. Low maintenance chargeseveryone can afford it easily. All features of any luxuries car are available in ELECTA.Levels of ProductCore ProductELECTA is HYBIRD CAR the main purpose or the core product of any car is convenient and comfortablemeans of transportation.Actual ProductIt is the Actual Product that sets us apart from others. The Brand itself, the design, the quality, the features thatwe are giving in our product .The benefits that the customers will enjoy when they will use our product like theeconomical price, the stylish design ,the low consumption of fuel, other features like ABS, power windows ,Airbags, GPS, Tracker ,A/C ,Allow rims ,comfortable seats, powerful and eco-friendly engine etc.Augmented ProductAugmented product is additional non tangible benefits that our product is offering. Competition at this level isbased around after sales service, help lines, warranties, free/cheap delivery and

so on. Non tangible benefitssuch as product warranties offer customers peace of mind and demonstrate the manufacturer has faith in thequality of its product. In case of ELECTA we are offering convenient in time delivery of the car, after salesmaintenance service, workshops and seminars on road safety issues. One remarkable offer that we are giving tothe customers is that the company itself is leasing the car. On just 20% of the down payment the company gives 10 11. you the car and you can easily pay the rest in easy installments as per your convenience that will be free ofinterest.Product Life Cycle StageAs our product is an innovative idea and first time it is happening that a Hybrid Car Is being launched inPakistan so our Product lies in Introduction Phase. We are offering a unique idea that will change the future.Not much people know about this idea so all our focusing will be to make people aware about ELECTA. Wewill be running a full fledge advertising campaign that will be focusing on enlightening the potential buyers byTV ad, Billboard signs ,Radio ads, Test Drives etc. Initially company will be spending a handsome amount onadvertising just to make the people aware that what will be the benefits if they buy ELECTA.Product AttributesQualityELECTA is a high quality car that is built on the most advance technology. The customer will be getting thehighest quality at reasonable price .The Quality of the product will speak for it self as it is being manufacturedin the state of the art automobile factory that is specially built for producing Hybrid Cars. 11 12. FeaturesELECTA will be launched in three different variants that will differ in terms of Price and features. The Variantsare:ELECTA PremiumELECTA CLASSICELECTA XSome of the main features of the car are as follows Economical Price Fuel Efficient Eco Friendly ABS SRS Air Bag for protection A/C Allow rims Power Windows + Power Steering Digital Speedo Meter Comfortable Seats steel Body LCD Screen Roof shadeDesignA hybrid vehicle is a vehicle that uses two or more distinct power sources to move the vehicle. The term mostcommonly refers to hybrid electric vehicles (HEVs), which combine an internal

combustion engine and one ormore electric motors. Traditional cars have fairly large, powerful gasoline engines. Hybrids use a much smallergas engine, which turns a small generator called an alternator to generate power for the batteries. The gas engineruns at a constant rate until the batteries are charged to a certain level, then shuts off. When the battery needsmore power, the gas engine turns on again. Because it does not produce big bursts of energy like a traditionalautomotive engine, a hybrid gas engine can be compact and efficient. 12 13. Design Parameters Alternator Battery Discharge warning light Ignition switch 13 14. Brand Name and Brand ImageThe reason why we choose ELECTA as our brand name is its a combination of Mechanical & Electrical powerengine and this synergism gives it the edge on conventional Cars.ELECTA will be focusing on developing a Brand Image that will relate to saving our planet. How an ordinaryperson just by choosing the right car will contribute in making the planet safer place to live.Pricing strategy & Method:We will be using the value based Pricing Method for setting the price Of ELECTA. We will be focusing on thecustomers perception of value not our cost. The customer will be getting a quality product that will fulfill hisneed at a price that is lower than those of the existing competitors. Also we will be giving value added featureslike ABS, Power steering, power windows, LCD and Air bags etc. ELECTA will be launched in 3 variants, the prices are given below ELECTA X ------------------------------------- RS 400,000 ELECTA Classic ------------------------------- RS 450,000 ELACTA Premium -------------------------- RS 550,000 14 15. Break Even AnalysisTotal revenue & cost(Crore) TC 100 TR 80 60 40 20 400 800 1200 1600 No. of units The above graph shows break even analysis i.e. for the current year we have to sell minimum 1000 units in order to break even. Each additional increase in the number of units will generate profit for the car. The estimated total cost for the year is 500,000,000 rupees. Keeping in view the total cost we expect to earn the

profit of 15 to 20 lakh above the total cost per year * TR = Total Revenue TC = Total Cost X = no. of clients Figures on x axis are in thousands Figures on y axis are in lakhs. 15 16. DistributionProduct distribution (or place) is one of the four elements of the marketing mix. Distribution is the process ofmaking a product or service available for use or consumption by a consumer or business user and is one of themost Significant part of the product launch. As we have targeted the common middle class of the country so theCompanys distribution ship should be extensive. For this purpose the Company will be opening up its owndealership office in almost all the major cities of the country and will be directly in charge of itsDistributorship. Company will be focusing on the Corporate Vertical Marketing System.Exclusive distributionCompany will be focusing on opening Exclusive Distribution centers for the consumers. This will be done inorder to make sure that the customers will face no problem in the delivery of the car. We will provide deliveryon time, which will be our goal.PromotionPromotion is the element in an organizations marketing mix that serves to inform, persuade and remind themarket of a product and/or the organization selling it, in hopes of influencing the recipients feelings, beliefs, orbehavior. 16 17. We decided to make our promotional campaign as attractive that it should get "selective attention", i.e. it willcapture the interests of the people and make them respond in a same manner we want them to.Our promotional campaign should result in directing customer attitudes in a positive direction and make itlearned by giving complete information about the services features, which the customer really wants to know. Itis an individuals pattern of traits that influence behavioral responses. Our promotional campaign should conveythe message, which fits into the perceptions of the consumers and make them change their behavior. Consumersare always looking for the change and therefore they will also respond to this new change because they alwayswant them to be change with the changing circumstances.Promotional Goals: To make the people aware about the polluting hazards those are endangering our planet. To

make the people aware about the alternative fuel resources that they have. To Position ELECTA as the No.1 choice for middle class families, graduate students and Innovative car lovers. To establish brand image and earn profitsAdvertisingIn case of advertising we will choose all the mediums for maximum promotion. We will design such a messagethat will be targeting the customer with moral appeal. The main theme of the advertisements will be are youwilling to save our planet?We will use all the mediums for advertising, we will try to reach the maximum people by airing the ad on bothNational and private T.V channels .Ad will be aired around 40 to 50 times a day in which 50% of the time itwill be aired in prime time (6pm to 11 pm) Broadcast: TV and FM 100 Print Media: Newspaper, Magazines, Brochures and Pamphlets. Other media can be billboards, direction boards (signboards) and Internet.Sales PromotionIn order to facilitate selling and advertising we planned to give discounts to those companies and Organizationswhich will be buying ELECTA for their customer.First time in Pakistan any automobile manufacturer will directly lease its car to the customers and this will bedone on paying the down payment of 20% and the rest of the payment will be done on easy installments whichwill be free of interest. 17 18. Promotional ActivitiesThere are a number of promotional activities launched at different Shopping Malls in Karachi such as DolmenMall Clifton, Park Towers etc., also the launching in Car Expo, Expo Centre Karachi proves to be majorbreakthrough in the promotional activities and the target audience could be approached in a very convenient andeffective manner.While a customer is having his/her car serviced, Company will provide facilities of Customer lounges, fullyequipped with all in house entertainment, thus keeping the prime focus Customer attended with care.As ELECTA is a family car, it always provide due attention to the kids in the promotional activity programs aswell as they have children play areas in all their major sales/service facilities, thus providing a complete familysatisfaction.Free Coupons/lucky draws are introduced, periodically, thus providing satisfactory Customer oriented services.We realize the

customer needs in respect to National/Traditional events like Eid, Independence Day etc. andoffer special discounts on these occasions at their service / sales facilities.A competition between the Graduate students would be held in different universities and technical centers inwhich the student who will be giving the best solution to Pollution Problems and energy crisis will be awardedELECTA car.Public Relations For generally favorable attitudes and opinions towards an organization and its products we have planned to usepart of our profits on organizing seminars and events where the message to save our planet will be given bymeans of highlighting the adverse effects on pollution on our environment and health. Universities, Offices,Technical Institution will be the initial points that will be targeted by us.ELECTA Royal Customers Program will be initiated by the company in which the company will be organizingprograms and seminars in which customers will be educated on Road Safety issues, Driving Skills andEmergency Situation handling etcPublicity This service needs too much promotion that is why we have kept a very large sum to create awareness anddrive our customers to test this new product. Besides advertising company the company will also beemphasizing on making the people aware of the need to save our planet. 18 19. Customer ServiceExpress MaintenanceELECTA car introduces a very swift/Effective/ Express car maintenance which has duration of 60mins, alsothat it operates on weekends, thus providing ultimate level services at affordable level services at affordablerates.SWOT ANALYSISSTRENGHTS The main strength of The ELECTA car is its idea itself. First launch of HV car in Pakistan. Excellent engineering team who are highly trained and very skilled. Environment friendly Economical car with low fuel consumption and latest technology. Highquality low price. Low maintenance charges everyone can afford it easily. All features of any luxuries car are available in ELECTA car.WEAKNESSES Not for big families. Too dependent on the idea Lack of expertise No government policy regarding environmental friendly cars Lack of experience in launching a new

carOPPURTUNITIESAdvancement in technologies can be very helpful for us as we can easily get hold of the market as we will bethe first to launch such car in Pakistan and as Pakistan is not a rich company 80% peoples used to buy a smallcar of range 800cc to 1000cc ELECTA will give a great change to them as it is of 600cc and can meet thespecifications of 1000cc car easily and in very low cost, major issue of big cities in Pakistan is of pollution and 19 20. traffic ELECTA will be the solution of these both problems as its compact design will help the people to drive itin a narrow roads while its environmental friendly car this will help it to get the major market share of thisindustry in few months. ELECTA car is the name itself including the shape that has the tendency to attract thecustomers.THREATSLaunching a new product or service is not an easy task to deal with. Hoping for the best, we have to keep inmind the worse happenings but no doubt that if the team is highly motivated it can lead to a massive success.The greatest threat that initiated in our minds was:What if the idea fails or if it fails to reach the mark set by the customers.In Pakistan THE ELECTA CAR is purely going to be a new idea so the fear of having direct competitors is notthere but the threat that the ELECTA car might fear is the opportunity and the idea it is going to provide thecompetitors. There are so many automobiles companies in the locality that retaining customers might turn out tobe yet another important threat to consider. Availability of spares part at constant rate should be must as if thebig automobiles companies also enter in the production of such cars it will be a big problem for us to manage ofproduction in such a low rates. In such scenario we have to keep our prices low so that we can accommodateextremely volatile prices. We must have a good market share before any big industry start such projects so wecan have an edge on them and then we have to be careful about our prices as big industries can make somepenetrating prices to compete us. Some important threats are: Competition from local automobile industry that respond to ELECTA car superior offerings. Local automobile industry.ISSUE ANALYSIS Company name must consider the

following basic issues: Can it compete effectively? Or should it divest this product line? If (company name) stay in the business should it continue with its present products distribution channels price and promotion policies? Can it retain the loyalty of its customers? Should ELECTA car increase its advertising and promotion expenditures to match competitors expenditures? Should the company invest more on the ELECTA car to add some features and interior design 20 21. BudgetPROJECT ESTIMATE STATEMENTDescription Type Make Source of procurement AmountMaterial 0.7mm steel Imported Zaidi traders 40000Fabrication Electric arc local Zaidi traders 40000Wheels Air tube local Bridgestone 15000Break/suspension/steering Disc brake local Iftikar mechanics 55000Engine /generator 650cc imported Wajid motors 50000Dc motor synchronize imported Wajid motors 10000Body/paint Spray paint local Berger 20000air-condition condenser local Imran intercool 20000 TOTAL 250,000rs 21 22. References:Introduction to thermodynamics & heat transfer by Yunus A. Cengel.Internal Combustion by Heywood.http://www.hybridcars.com/http://www.honda.co.uk/cars/hybrids/ http://www.motortrend.com/new_cars/27/hybrid_cars/http://www.nextgreen car.com/hybrid-cars/http://w303.com/354/hybrid-auto-market-analysis/ 22 23. AAdvertising................................................................................................... .............................................................................................................. 3, 17BBehavioral Segmentation................................................................................................. ........................................................................................... 3, 8Brand Name and Brand Image............................................................................................................. ...................................................................... 3, 14Break Even Analysis.......................................................................................................... ......................................................................................... 3,

15Budget........................................................................................................ ................................................................................................................... 21CConsumer Analysis (Target Audience........................................................................................................ .................................................................. 3, 8Consumers Buying Behavior......................................................................................................... .................................................................................. 9CURRENT MARKETING SITUATION.................................................................................................... .......................................................................... 3, 6Customer Service........................................................................................................... ............................................................................................ 4, 19DDemographic Segments....................................................................................................... ........................................................................................ 3, 6Design.......................................................................................................... .............................................................................................................. 3, 12Distribution................................................................................................. ............................................................................................................... 3, 16EExclusive distribution...................................................................................................... ............................................................................................... 16Executive Summary........................................................................................................ ................................................................................................. 4GGeographic Segments....................................................................................................... ........................................................................................... 3, 7IIntroduction of Hybrid Vehicle............................................................................................................ ........................................................................ 3, 5ISSUE ANALYSIS...................................................................................................... ................................................................................................... 4, 20LLevels of

Product........................................................................................................... ................................................................................................ 10MMarket Positioning Strategy.......................................................................................................... .............................................................................. 3, 9Market Segmentation................................................................................................. ................................................................................................. 3, 6NNEED OF GAP ANALYSIS...................................................................................................... ......................................................................................... 3, 5OObjective of the Project............................................................................................................ ................................................................................... 3, 5PPOSITIONING STATEMENT.................................................................................................. ......................................................................................... 3, 9Positioning Strategy.......................................................................................................... ......................................................................................... 3, 10Pricing strategy & Method........................................................................................................... .............................................................................. 3, 14Product Attributes........................................................................................................ ............................................................................................. 3, 11Product Life Cycle Stage.............................................................................................................. .............................................................................. 3, 11Product Strategy.......................................................................................................... .............................................................................................. 3, 10Promotion................................................................................................... .................................................................................................................. 16Promotional Activities......................................................................................................... ...................................................................................... 3, 18Psychographic Segmentation.................................................................................................

...................................................................................... 3, 8Public Relations........................................................................................................ ................................................................................................. 3, 18Publicity...................................................................................................... ................................................................................................................... 18SSales Promotion....................................................................................................... .................................................................................................. 3, 17SWOT ANALYSIS...................................................................................................... ...................................................................................................... 19TTargeting Approach........................................................................................................ ............................................................................................. 3, 8 23 24. 24 25. 24 26. 24
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