Contents

Company background................................................................................................. 2
MARKETTING STRETEGIES.......................................................................................... 3
MARKETING OBJECTIVE........................................................................................... 3
MARKET SEGMENTATION......................................................................................... 3
LAUNCH OF NEW PRODUCTS................................................................................... 3
TARGET MARKETS.................................................................................................... 3
MARKETING MIX.......................................................................................................... 4
PRODUCT................................................................................................................. 4
PRODUCT DEVELOPMENT........................................................................................ 4
PRICE....................................................................................................................... 5
PROMOTION............................................................................................................. 5
PLACE...................................................................................................................... 6
CONCLUSION.............................................................................................................. 6
REFERENCE................................................................................................................ 7

Company background
PROTON produced Malaysias first car, the Proton SAGA which was commercially launched on
July 9, 1985 by Malaysian Prime Minister, Dato Seri Dr. Mahathir Mohamad who conceived the
idea of a Malaysian car.

PROTON was publicly listed on the Kuala Lumpur Stock Exchange (KLSE) in 1992 and its
shareholders include Khazanah Nasional Berhad, Petroliam Nasional Berhad, Mitsubishi
Corporation, Mitsubishi Motors Corporation, Employee Provident Fund Board and other local
and foreign investors. Proton Holdings Bhd has swung into the black in 2008 with a cumulative
net profit of RM202.9 million, compared with the loss of RM589.5 million it registered in 2007.
PROTON aims to have a strong product portfolio by introducing the right car, for the right
market, at the right price and at the right time. PROTON has also continued to update and
refresh existing product lines to entice and attract customers.

Mission
Protons mission in its short-term goal is focusing on three main attributes that distinguish itself
from its competitors as follows: Economical providing cars which are affordable, cost efficient and value for money;
Caring providing customer satisfaction and its social corporate responsibility as a truly
Malaysian car manufacturer and to enhance its Customer Relationship Management (CRM)
Quality providing a consistently improved product and customer experience.

Vision
They strive to become successful Malaysian automotive manufacturer globally by being
customer oriented and producing competitively priced and innovative quality products.

MARKETTING STRETEGIES
With the quality of its extended range, better quality product and value for money product
positioning, brand proton will be increasingly attractive. As noted in last year's report, to flourish
and prosper, Proton has expanded its export potential even more. Tangible and sustainable
growth in the international market will be the mainstay of the proton as it seeks to expand its
market share and sales in export markets. Proton has accumulated a foothold in some markets, it
is necessary to explore new emerging markets to explore. In accordance with the script of the
proton for 10 years, the group is committed to expanding its presence in terms of sales and
distribution, especially ASEAN, China, India and the Middle East. Proton and other car
manufacturers, China is an important since it is booming economy in the region. Currently
Protons has entered and expanded Chinese automotive market, which also allows its subsidiary,
Lotus Group International Ltd., to achieve a strong position in Chinese automotive engineering
services. Proton is also aware of the need to improve operational efficiency, particularly with
regard to improving capacity utilization.

MARKETING OBJECTIVE
The marketing Objective is to market the new Proton inspire 2.01 in Malaysia, and formulate a
strategies that will assist Proton to attain its objectives in increasing sales, market share and
profitability of the PERUSAHAAN OTOMOBIL NASIONAL BERHAD.

MARKET SEGMENTATION
The company used to segment its market on variables such as behavioral, demographic, and
geographical differences, mention in section 2.7

LAUNCH OF NEW PRODUCTS

One of the key competencies of the growth for each car manufacturer has its products. Singleminded approach should meet to update protons meet the range of products to meet changing
needs and requirements of public procurement in the step and then Persona saga portrait during
the examination. Persona is the first proton-production philosophy to embody "the right car for
the right market at the right time at the right price." People has more than 50,000 reservations
were received in late July 2008.Persona followed by the discovery of new-car saga remains the
epitome of Malaysian aspirations to become an internationally competitive automaker.

TARGET MARKETS
Since Proton is the largest and most competitive Malaysian automobile manufacturer, the most
important target market of the company should be Malaysian Market. Other markets Proton
automobiles targets include China, Singapore, Australia, Algeria and United Kingdom.

MARKETING MIX
PRODUCT
Introducing a strategy of the, right car for the right market at the right price and on time recently.
Furthermore, it needs to continue strengthening product portfolio with a multi-purpose highquality vehicles belonging to the family oriented modern lifestyle needs. By using the right
technology and keeping finger on the pulse of customer needs, really believe that this will help
bringing the company closer to achieving its goals of dynamic product portfolio.
As a strategy given above the Proton Inspira was launched which has almost zero difference
between the Inspira and Lancer save for Protons unique front end design, which is of a V-shape
as opposed to Mitsubishis trademark trapezoidal jet fighter grille. This will be followed by
Ispiira 2.0.

PRODUCT DEVELOPMENT
With proper product planning, the company was be able to introduce both new and improved
PROTON cars in the year under review, marked by the successful launch of the different models
in past. The same strategy will be used to for product developed by incorporating customer needs
and expectation, and research and development will be given more emphasizes. A company can
choose one or a combination of these product development strategies. Just remember the main
objectives of your product development process:

1. To be prominent compared to competitors.

2. To continuously satisfy customers.
3. To expand your current market.

It will focus the Growth through an increased market base, increased sales and increased profit.
However, it is not only product development that is important in a business but development of
everything else that makes a business special, which includes to develop sales techniques,
marketing strategies, manufacturing processes and office procedures. Products, processes,
procedures, strategies and techniques, all of these can be researched and developed until they are
all cutting edge.

PRICE
The firm's pricing objectives must be identified in order to determine the optimal pricing. In this
regard pricing objectives include the company started with t profit maximization objective of
seeks to maximize the profit, taking into account revenue and costs. The second objective is
often to maximize long-term profits by increasing market share and lowering costs.
The pricing objectives are determined based on the factors including production cost, existence
of economies of scale, barriers to entry, product differentiation, rate of product diffusion, the
firm's resources, and the product's anticipated price elasticity of demand.
The company will used penetration pricing strategy for new model such as Ispira 2.0, by
charging for products which is set artificially low in order to gain market share. Once this is
achieved, the price is increased.

PROMOTION
Promotion strategies will vary depending on the target market segment. Word of mouth strategy
would be applicable to all segments however, there is no direct action for this strategy and would
be incorporated to different activities. A cost-effective campaign, focused on direct marketing,
publicity, webpages/sites, and advertising is would be conducted as a promotional activities. As
part of the above strategies, sales promotion could be conducted which includes several
communications activities that attempt to provide added value or incentives to consumers, to
stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or
purchase. There are mainly two main types of sales promotion strategies: Push, Pull, and as a
third type combination of those two will be used.
A push strategy involves convincing trade intermediary channel members to "push" the product
through the distribution channels to the ultimate consumer via promotions and personal selling
efforts. In this regards tactics like allowances, buy-back guarantees, free trials, contests, specialty
advertising items, discounts, displays, and premiums would be employed in companys sales
promotion.

A pull strategy attempts to get consumers to "pull" the product from the manufacturer through
the marketing channel. The company focuses its marketing communications efforts on
consumers in the hope that it stimulates interest and demand for the product at the end-user level.
This strategy is often employed if distributors are reluctant to carry a product because it gets as
many consumers as possible to go to retail outlets and request the product, thus pulling it through
the channel . Some of the tactics like providing samples, coupons, cash refunds and rebates,
premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes,
games, and point-of-purchase (POP) displays, would be employed by the company.

PLACE
Since the term place really refers to any way that the customer can obtain a product, for
selling of Proton Inspira 2.0 will be occur via any number of distribution channels, such as in a
retail store, through and through the online orders. The customers could approach the product
that it will ease for them to order or buy.

CONCLUSION
PROTON as the first Malaysian car manufacturer has established a very strong identification in
the Malaysia automotive market. As a result, PROTON is unable to create positive response in
the head and heart of its consumers. Based on its recent performance, PROTON has indeed
working very hard to live up its working philosophy of producing the right car at the right time,
for the right market, at the right price.
Possible solutions to mitigate the problems identified are by introducing additional value
improvised features to enhance the performance and sales of Proton Inspira2.0 by focusing on
fuel efficiency, convenience and safety and emphasizing on the environment friendly vehicle.
Overall, the action plans recommended are based on 4Ps strategies and marketing mix models,
is to increase its sales and promotions, and give more emphasis on continued research and
development to meet the changing needs of the customers. In this regard it is important that the
company to increase its appearance on print and electronic medians and on internet especially on
social media networks. It is also important to measure the impacts of the marketing campaign
and to take necessary corrective action time to time to improve effectiveness and efficiency of
the campaigns undertaken.

REFERENCE
1.

PROTONs Annual Report 2009.

2.
Kotler, P. and Keller, K.L. (2009). Marketing Management (pp 53, 77-84) New Jersey:
Pearson Prentice Hall
3.

PROTONs official homepage. (www.proton.com) & (www.proton-edar.com.my)

4.

The Star, Wednesday 21,2007, Many Issues Still for Proton to Address.

5.

The Malaysian Insider, Sunday, March 28 2010, Low Export Not Protons Real Problem

6.

The Malay Mail, The Problem with Proton, by editor Leow Ju-Len, June 12, 2009.

7.
A new in-car software application helps drivers reduce CO2 emissions. Accessed on
March 22, 2010 from