UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

Acknowledgement

All praise to Allah Almighty, who created the universe and

bestowed mankind and gave us strength and abilities to complete
this project. We express our gratitude from the very inner core of
our heart to the Holy Prophet Hazrat Muhammad (peace be upon
him) who enable us to recognize our creator and he is forever a
torch of guidance and knowledge for entire human being .
we would like to submit our deepest gratitude to our parents,
whose prayers always supported in every task of our life and our
teachers, who really guided us to enhance our knowledge in
UNITED AUTO INDUSTRIES (Pvt.) Ltd. Lahore.
To accomplish whatever we have done in our project, there were
many people along the way who have been responsible for
guiding us, advising us, encouraging us. To them, we deeply
grateful and would like to take this opportunity to offer we
heartfelt appreciation.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

Introduction

United Auto Industries Pvt Ltd. came into existence in 1999. We have introduced
durable and economical 4-stroke motorcycles and rickshaws with the brand name
of UNITED. Our manufacturing & assembling plant is situated at 1-km off Kot Radha
Kishan road, Multan road, Bhai Pheru Lahore, Pakistan.
At present our production capacity is 200,000 units per year. by the grace of Almighty
Allah, our products got a very favorable response in the market. Our Factory is
accommodated on a land measuring 720,000 Sq Ft and covered area of the factory is
about 156,000 Sq Ft. We have a team of professionals in all departments such as
marketing & sales, quality control, production and finance & Accounts. We have a
comprehensive network of sales, service and spare parts in almost all over the Pakistan
which is increasing day by day.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

Vision Statement
Our vision is to see the world as wonder full place to live, where technological
wonders may help mankind to enjoy peaceful life. UNITED AUTO INDUSTRIES
(Pvt.) Ltd. Must be a partner to the technological advancement for the delight
of mankind.

Mission Statement
Our mission is to establish Hi-Tech base to develop capability enough to adopt
latest technology for innovation and production of sophisticated products of
international standards at affordable price to serve local and global market.

Quality Policy
Excellence in quality is the core value of UNITED philosophy. TQM is in place in
all of our manufacturing processes from acquisition of raw material to delivery of
the product and follow-up until the consumption professionals from each field are
committed to ensure quality, precision and efficiency.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

Aims & Objectives

To provide high level of customer service through:
1. Continuous improvement in plant to ensure better quality of products.
2. Continuous training of staff to develop more customer oriented marketing
Attitude.
3. Well-Developed dealership network and very efficient logistics system to ensure
prompt delivery of products to the intermediaries and end user.

Core Values
Integrity

: Capability with honesty.

Excellence

: Production, Marketing, Delivery.

Respect

: Employees, Customers, Intermediaries, Stakeholders.

Enablers

: Capacity building of employees through creating positive

Environment, Training.

Empowerment: Responsibility with compatible authority.

Societal

: Contributors for well being a society.

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Segmentation and Targeted Customers of UNITED:

Age

life style

Income

Low income

Geographic

Ruler & Urban Areas

Target

Classes

Males
Lower class

Niche Marketing:
Launching special person bike is a part of niche marketing.

Positioning Strategy
The UNITED perceptually positioned itself as a brand of price competitive and
quality products. The physical positioning of UNITED US70cc bike is on low
price.
Competitive Advantages:
UNITED offering consumers greater value, either through lower prices or by
providing more benefits that justify higher prices.
Selecting overall positioning strategy:THE SAME FOR LESS:
UNITED offering the same for less can be powerfull value proposition everyone
likes a good deal then other HONDA 70cc bike price is 72000 PKR UNITED 70cc
Bike price is 42000 PKR in market.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

4p,s of UNITED :
1) Product
Anything that offer to the customer is product or services.
UNITED Auto Industries offer Bikes and Auto Rikshaw to his customers and
also offer services after sales for customers.

Now we see the all products of UNITED that offer to market.

Products of UNITED:

70cc Motorcycle Euro2

100cc Motorcycle
100cc Motorcycle Rikshaw
125cc Motorcycle Euro2
100 cc Motorcycle Rikshaw
200cc CNG Auto Rikshaw
70cc Motorcycle for special persons

We choose UNITED Bikes.

Product line:
Here are bikes that UNITED offer.
1.
2.
3.
4.

70cc euro2
100cc
125cc euro2
70cc for special person

Market share:
UNITED holds 45% share in Pakistan.

Product classification

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles
It is a Shopping Product because consumers didnt frequently purchase and much
planning & effort.

Three Levels f UNITED Products and services:

Core benefit: Transport
Actual product: Good Quality of product, high feature and attractive design to
more satisfy the customers need.
Augmented Product: After sale services , warranty and installation that more
satisfy customers.

Product Services and decisions

Product attributes:
UNITED provide Quality of product and also Concentrate on providing good
design, style and competitive features.

Branding:
Brand is name , term, symbol that identifies the product. Name of UNITED and
its symbol is very unique.

Symbol is This:-

Packaging
Packaging provide protection. In UNITED we used different covers that provides
the protection to parts of bikes.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles

Product support services:

Customer services is another element of product strategy. UNITED offer usually
includes some support services likes free tuning , warranty , and free check up
campaigns.

The new product development process in UNITED

Id e a P r o d u c t

Id e a s c r n i g C o m e r c ia l z t o n

Idea Generation:
They use internal and external sources to identify what type of model required in
market and what want to be launched in future. Mostly they collect ideas from his
dealers. Because they are touch with markets needs every time.

Idea screening:
in idea screening they reduce ideas and drop poor ideas and test the idea in
different ways it can profitable for company or not. Did UNITED have resources to
develop.

Product Development
After screening they develop the new model in physical model in ordered to ensure
that the product idea can be turned into a workable product. In UNITED no need to

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles
test and concept testing because they believes that new model they launched it will
satisfy the customers.

Commercialization:
After development they introduce new model in market at large scale and organize
seminars for product and also free test ride programs are arranged by UNITED.

Product Life Cycle

Sales and
profit

sales
Profit

100cc

70cc
125

Losses/Investment

time

70 special

prodct develp

Introduction

Growth

Maturity

Decline

Product Development : stage when company invest money and not gain profit
Introduction: in introduction stage no earn profit 70cc speial person rikshaw are
place at introduction stage because it launched in 2014.
Growth: it is profitable time for company in this 100cc is going on growth and
generate a profit.

UNITED AUTO INDUSTRIES (Pvt.) Ltd.

Motorcycles
Maturity: now 70cc is place at maturity because it gave UNITED Huge amount of
profit and now enter in maturity but in 2014 after launching the new modle of 70cc
its begin with ne PLC.
Decline: united 125 place at decline and that passed away from Fad period.

2) Price
Price is charged for a product or services to customers. Price is competitive tools
for UNITED.
UNITED sold his product line items at different prices.
70cc euro 2

40000PKR

New product Pricing Strategies

Market penetration prices:
UNITED follow the penetration strategy for new product. Because when they
launched new model set the low price to attract the customer. They adopt
penetration pricing strategy according to quality & features of their product.

Product Mix pricing strategies:

Product line pricing:
setting price steps between product line items. UNITED do not follow this.
Because its all product line items sold at different products.
Optional Price:
Pricing optional products sold with the main product. UNITED charged different
price if optional thing sold with main product For example UNITED sold Rikshaw
body for 70cc.
Captive-product pricing:

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United set the minimum price of product that use with main product for example
Fuel tank of united charged at 1200PKR, head Lights charged at 450 PKR.

Price Adjustment strategies

Discount and Allowance Pricing:
UNITED gave the promotional allowance to Channel members and charged less if
they ordered 30 bikes and also gave to his dealers incentives.
Segmented Pricing:
There is no segmented price for any customer each and every customer pay same
price on 70cc.
Promotional Pricing:
Temporarily reduce prices for Limited offer when launched new product.
Geographical Pricing:
UNITED adjusted different prices to the geographical location of customers. In
Lahore 70cc 38000PKR , Southen Punjab 39500 PKR, Multan region 70cc 4000
PKR.
In which they use zone pricing.
International Pricing:
UNITED exports his bikes to Iran and Afghanistan and set the different prices to
them so in international trade they use different pricing because here many factor
involve for to do trade.

3) Place
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Channel of distribution:
Well UNITED has a great supply chain. Which is also a unique plus point of
it. UNITED has about 190 Dealers in Pakistan so UNITED is serving in all
over the country.

Indirect Market Channel:

It is a channel with one or more intermediary level. The general public can
buy UNITED products through distributors. UNITED has been network Regional
sales force is connected with distributors.They offer them incentives, schemes for
cost sales and always adopt policies in response to competitors. In United only one
channel member Between UNITED and cutomer.

Number of marketing channel members:

Intensive marketing system used by united because they want to stocking the
product in as many cities of different areas as possible.
Responsibilities of channel member:

Follow the conditions for sale

Agree on price policies
Care full about new resellers
Work in territory

which Logistics function used by UNITED?

Transportation :
The choice of transportation carries affects the pricing of products, delivery
performance and condition of goods when they arrive all of which affect the
customer satisfaction. Truck transportation use by UNITED

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Motorcycles

4) Promotion
Promotion Mix
Advertising:
The objectives of advertising are:
To increase sales.
To increase recall of products.
To restore message in consumers mind
Sales promotion:
UNITED believes short term incentives encourage to dealer purchase more
bikes. It Also increase company sales.

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