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Flat Fit

In the Name Of Almighty Allah the Most


Merciful the Most Beneficent

” We make your drive smooth and provide you safety.” 1


Flat Fit

Dedication;
Praise to Allah Almighty the most Merciful the most Beneficent .We dedicate this
effort and yet to come effort to our real and spiritual parents. Their love, Guidence
and prayers have always accomplished us in all our tasks. What ever we are today is
just the result of their prayers for us, and all our achievements belong to them first.

” We make your drive smooth and provide you safety.” 2


Flat Fit

Acknowledgement
First and foremost thanks to Al- Mighty Allah, Who has bestowed us
with wisdom, with the capability to learn and benefit by experiences. We are highly
in debt to all the people, who have extended their support and help, and have guided
us in using all our insights in every day during the completion of our final year
report specially Sir. Ayyaz Rishi, because without his support and through his skills
and guidance this final year report would not have completed and enabled us to full
fill our objectives .Most importantly we would like to appreciate the group work
and co-ordination by whole team members including Sayeda Anum Asim, Samar
Abdullah,Yusra Tariq, Mustafa Mehdi 118 ,Zulqernain Ali Haider 121, Ehsan-ul-
Haq , Waqas Ali , Mujadad Aftab Abbassi, .

” We make your drive smooth and provide you safety.” 3


Flat Fit

Marketing Final Project

Submitted to Mr.Ayyaz Reshi

Topic Introducing a tire sealant

FLAT FIT

Submitted by Syeda Anum Asim -165


Samar Abdullah-159
Yusra Tariq-194
Mustafa Mehdi-118
Waqas Ali-188
Mujadad Aftab -117
Ehsaan Ul Haq-207
Zulqernain Ali -121

” We make your drive smooth and provide you safety.” 4


Flat Fit

Table of Contents Page Numbers


1. Mission statement ………………….4
2. Product Oriented Mission ………………….4
statement
3. Current Market situation ………………….5
-SWOT analysis ………………….5
-SWOT analysis with reference
……………….....6
to our product
4.Strategic planning ……………….....8
5.Company’s mission ……………….....8
statement
6.Product oriented mission ………………….8
7.Market Oriented mission ………………….8
8.Company’s goal ………………….9
& Objectives
9.Marketing Strategy …………….........9
10.Marketing Process ………………….9
11.Market Segmentation ………………….9
12.Product positioning ………………...12
-Positioning strategy ………………...13
-Positioning statement ………………...13
13.Marketing research ………………..14
14.Pricing ,Promotion, ………………..15
& Distribution strategy
15.Control & Suggestions ………………..17
16. Questioner for Flat Fit ………………..20

” We make your drive smooth and provide you safety.” 5


Flat Fit

Mission Statement of Flat Fit

Market Oriented
” We make your drive smooth and provide you safety.”

Product Oriented Mission

“We sale tire sealant to make tires reliable.”

” We make your drive smooth and provide you safety.” 6


Flat Fit

CURRENT MARKET SITUATION


From past few decades flattening of tires is considered to be a great threat for life and
wastage of time .This comment become stronger when there is lack of availability of tire
shops or you are traveling through long routes.
Normally there is only one way of healing a puncture by embedding a rubber mold on the
cut or leakage but now with the evolution of technology new concepts are arising and
inventions are taking place day by day which are facilitating mankind in different fields
of routine Life.
We are also taking a step towards the betterment of society by introducing a self tire
sealant which can heal tire punctures and cuts automatically named as FLAT FIT.
We are introducing this product in Pakistan being the pioneer of this modified sealant.
Before coming in market place we have to go through some of the market analysis and
synthesis so that we can reach to our customer more efficiently and provide him the best
value in return.
In the very first step we will commence a SWOT analysis analyzing our Strengths,
weakness, opportunities, threats.

SWOT Analysis:
SWOT analysis
gives a general overview of a
company’s strengths, weaknesses,
and opportunities a. Specifically,
SWOT is a basic, straightforward
model that assesses what an
organization can and cannot do as
well as its potential opportunities
and threats. The method of SWOT
analysis is to take the information
from an environmental analysis and
separate it into internal (strengths
and weaknesses) and external issues
(opportunities and threats). Once
this is completed, SWOT analysis
determines what may assist the firm
in accomplishing its objectives, and
what obstacles must be overcome or minimized to achieve desired results
SWOT Analysis With Reference To Flat Fit:

(i) Strengths
Here we should list the main strengths of our business and products/services. This should
include not only the areas that our business or products are good at, but also high profit
margins, successful current marketing campaigns and similar strengths. E.g.: Our
business has a reputation for excellent quality customer service.

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Flat Fit

Strengths are internal factors, and are usually related to our business only.
Considering the above criteria we evaluate our strength on the following factors.
1. Modern Production Method
Under this head we have used best possible ingredient for the maximum working
efficiency that is glycol, which is more temperature tolerating covers surface area
as compared with the other liquids like water and fiber gel.
2. Highly Qualified Staff
Justifying this factor of strength we will have the availability of qualified and
competitive staff members which can have the ability to convince the customers
and build strong customer relationship.
3. Personal Sales Force
We have a personal sales force which communicate the customers directly and
provide them solution to according to their desires.
4. Web Loyalty
The basic advantage of this factor is to provide information and getting feedback
by means of website.
5. Financial Sound Status
We have the more credit and financial resources which can help us to make heavy
investment and support us for a long period of time.
6. Availability of Sponsors
Another important element of strength is big and heavy sponsors. We have
plenty of sponsors which can help us to promote our product. For examples
General Tires, Bridge Stone and Good Year.
7. Young Blood Involvement
We have the young people force which are physically and mentally ready to
work for the best interest of the company and gives innovative ideas.
(ii) Weaknesses
Here you should list the main weaknesses of your business and products/services. This
should include the areas that you feel your business could improve on, or are limiting
your quality or expansion. E.g.: Our slow production speed makes it difficult for us to
meet shipment dates effectively.
Weaknesses are internal factors, and are usually related to your business only.
1. Limited Production
As we are going to start new business so in case of getting large orders. We
lack the ability to fulfill the production at larger scale.

(iii) Opportunities
Here you should list what you believe to be the best opportunities available in your
market, or new markets you believe your business can succeed in. E.g.: Gap in market for
smaller versions of our products.
1. First To Enter In The Market
Primary opportunity for us is that we are the first to enter in the market with a
unique solution of a routine life problem. We can achieve high market share and
high profit ratios.
2. No Competitors
Secondly we can enjoy the monopolistic rule so far as there is no such competitor
available in the market from whom there is a threat of heavy competition
3. Easily Availability Of Distributors

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Flat Fit

Thirdly there is wide range of distributor available for our product distribution at
an extensive level thus providing us a smooth ground for market penetration.
4. Chances For Globalization
Considering the scope of our product we can rise our distribution from local to
national and then international level
5. Diversifying Our Product
In case of good feedbacks from the consumers we can diversify our product that is
classify the product according to the vehicle thus providing a variety with in our
product and a complete range
6. Made Tires Filled With Sealant
Another opportunity for us is to make readymade sealant filled tires which can be
more facilitating for the consumer and for our business point of view a new field
to introduce our brand and product

Remember, a weakness may be an opportunity in disguise! E.g.: If we fix the weakness in


our manufacturing speed whilst maintaining quality, we have an opportunity to offer
faster delivery to our customers.
Opportunities are almost always external, although they may rely on internal strengths.
E.g.: An opportunity is available by advertising our strengths in quality of service.
(iv) Threats
Here you should list what you believe to be the biggest threats to your business. This
could include competitors, government regulations, changes in customer attitudes and
other such areas. E.g.: Our competitors are planning to launch a big new product in the
next 6 months.
Threats are almost always external, although they may rely on internal weaknesses or
external factors that limit your strengths. E.g.: If our competitors lower their prices and
we match them, we may be left with an unprofitable product.
1. Easy To Imitate
The basic threat which encounters us is the threat of being copied .In modern age
when all things are getting closer and closer the threat of imitation is increasing.
The uniqueness of our product can not survive for a long period of time in the
market
2. Easy Entrance For Competitors
Secondly the threat for us in the market is facing a new competitor having more
sound position both financially and distribution wise. However we are the first
who are entering in the market with this product and giving awareness to the
consumer then it will be easy for the competitor to come and grab our market
share affecting our sales target and profit ratios.

” We make your drive smooth and provide you safety.” 9


Flat Fit

STRATEGIC PLANNING
The process of developing and maintaining a strategic fit between the organization’s
goals and capabilities, and its changing marketing opportunities. It involves defining a
clear company mission, setting supporting objectives, designing a sound business
portfolio, and coordinating functional strategies.
Strategic planning with reference
to our company Flat FIT is given
below.

Company’s Mission
Statement:

Market Oriented

“We make your drive smooth


and provide you safety.”

Product Oriented Mission:

We sale tire sealant to make tires reliable.

Market Oriented Mission:


As we are launching new product so we are using only
the product oriented mission. Secondly market oriented mission is used for services
marketing.
Company Goals & Objectives:
Short Term Objectives
Promoting our product and giving maximum satisfaction to the customers
Long Term Objectives
Achieving high market share by giving maximum customer value and satisfaction to the
target market and by giving intensive distribution by effective distribution channels and
increases the profit ratio

” We make your drive smooth and provide you safety.” 10


Flat Fit

FLAT Fit’s Marketing Strategy:


Initially FLATFIT will follow the societal
Marketing Concept which states that “the idea that the organization should determine the
needs, wants and interests of target markets and deliver the desired satisfactions more
effectively and efficiently that do competitors do in a way that maintains or improves the
consumers and society’s well being.”

Our Marketing Activities will be based on the following concept.

Selling Concept:
Selling concept states that “the idea that consumers will not buy
enough of the organization’s products unless the organization undertakes a large scale
selling and promotion effort.”
As our product is unsought so we have decided to choose this marketing strategy.
We will launch a large scale promotional campaign for the product to bring awareness
about the qualities of our product and we will also bring awareness among the users
about the advantages of using liquid sealants like our product. We will access all possible
Medias for the promotion of our product like door to door selling, mobile vans,
billboards, TV/radio commercials and all possible channels for the sales and promotion
of our product.

MARKETING PROCESS

The Process of analyzing marketing opportunities,


selecting target markets, developing the marketing mix
and managing the marketing effort is called marketing
process.
Marketing process involves three steps which are as
follows
Market Segmentation
Target Marketing
Positioning

Market Segmentation:
Market segmentation is process
of dividing the market into distinct groups with distinct
needs, characteristics or behavior who might require
separate products or marketing mixes.
Following are the basis of segmentation.
1. Geographic:
Dividing the market into different geographical units such as nations,
states, regions, counties, cities or neighborhoods.
2. Demographic:

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Flat Fit

Dividing the market into groups based on demographic variables


such as age, gender, family size, family life cycles, income,
occupation, education, religion, race, generation and nationality.
3. Psychographic:
Dividing a market into different groups based on social class, life
style or personality characteristics.
4. Behavioral:
Dividing a market into groups based on consumer knowledge,
attitude, use or response to a product.

We have divided the market according to geographic segment. We are using the Un-
segmented approach or Mass marketing approach to target the segment. We use this
approach because we are going to target market as a whole.
1-Geographic Segmentation
We have selected Country Pakistan and city Islamabad and its surrounding
because there is no such product available in the market in this context.
Secondly this region has both hilly and smooth tracks and having large numbers
of transportation vehicles both heavy and light transport vehicle.

Reasons for Geographic Segmentation:


We used the following segmentation variable because these variables are
Measurable: We can easily measure the size, purchasing power and profiles of
the segment.
Accessible: This market segment can be effectively reached and served.
Substantial: This market segment is large and profitable enough to serve.
Differentiable: This segment is conceptually distinguishable and responds
differently to different marketing mix elements and programs.
Actionable: We can easily design effective programs for attracting and serving
the segment.

Target Marketing:
A target market consists of set of buyers sharing common needs or
characteristics that the company decides to serve
Target marketing involves the following processes
Evaluating Market Segments
Selecting Target Market Segments

Evaluating Target Segments:


We have evaluated target market segments on the basis of following three factors
Segment Size and growth: In this section we collected and analyzed data on
current segment sales, growth rates and expected profitability.
Segment Structural Attractiveness: In this section we have analyzed the level of
competition, availability of substitute products, power of buyers and suppliers.
We have come to know that there is no such competition and availability of

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Flat Fit

substitute products is zero for our product. Bargaining power of customer low and
supplier is powerful.
Company objectives and Resources: In this section we have analyzed whether
company resources and objectives are in relation to the segment. We have come
to know that Flat Fit possess the strengths and skills to serve target market
effectively and efficiently.

Selecting Target Market Segments:


After evaluating different segments a company must have to decide which and how many
segments to target
Target Market: A target Market consists of a set of buyers who share common needs or
characteristics that the company decides to serve.

Target Marketing can be carried out at different levels. Following are the market
coverage strategy that the firm can choose to serve its target market.
Undifferentiated Marketing: A market-coverage strategy in which the firm
decides to ignore market segment differences and go after the whole market with
one offer.
Differentiated Marketing: A market-coverage strategy in which a firm decides
to target several market segments and designs separate offers for each.
Concentrated Marketing: A market-coverage strategy in which a firm goes after
a large share of one or few segments or niches.
Micromarketing: The practice of tailoring products and marketing programs to
the needs and wants of specific individuals and local customer groups- includes
local marketing and individual marketing.

Choosing a Target Marketing Strategy:


After conducting the research and analyzing we have decided to choose concentrated
marketing and decided that our target market would consist of

- Commercial transporters
- Domestic drivers
- Fast track drivers
- Public transporters

. Because all above shows a large degree of attractiveness for this product.
As our product is going to launch first time in the market so that’s why we are using
concentrated marketing. Because our product has no such degree of variability so in the
future we will shift from concentrated marketing to undifferentiated marketing.
We cannot use other strategies such as differentiated or micromarketing because our
product does not show a high degree of variability. Secondly other segments did not
show any distinct or extra ordinary attractiveness.

” We make your drive smooth and provide you safety.” 13


Flat Fit

Product Positioning:
The way the product is defined by consumers on important attributes- the place the
product occupies in consumer minds relative to competing products.

Choosing a Positioning Strategy:


The positioning task consists of three steps
Identifying a set of possible competitive advantage upon which to build position
Choosing the right competitive advantage
Selecting an overall positioning strategy.

Identifying a Set of Possible Competitive Advantage:

Competitive Advantage:
An advantage over competitors gained by offering consumers
greater value, either through lower price or by providing more benefits that justify higher
prices.
A company or market offer can be differentiated along the lines of product, services,
channels, people or image.
We have decided to gain a competitive advantage through product differentiation and
channel differentiation. We have designed our product in such a way that it is good for
tires and minimizes life risks.

Choosing the Right Competitive Advantage:


We have decided to promote safety, easy to use, low price, and reliability
We are promoting these differences because they are
Important: Delivers a high benefit to target buyers.
Distinctive: As there are no competitors so this makes the benefit distinctive.
Superior: Delivers a new trend
Communicable: The difference is communicable and visible to buyers.
Affordable: Buyers can afford to pay for the difference.
Profitable: The difference is profitable.

Selecting an Overall Positioning Strategy:


Following are the positioning strategies that a company can chose to position its product.
More for more: Positioning involves providing the most upscale product or
service and charging higher price to cover the higher cost.
More for the same: Positioning by introducing a brand offering comparing
quality but at lower price.

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Flat Fit

The same for less: Positioning by offering equivalent product at a lower price.
Less for much less: Positioning by offering less for less price.
More for less: Positioning by offering more for less price.
Our positioning strategy is going to be more for less because our product is a automotive
item and charging high price for it makes no sense.

Positioning Statement:
A statement that summarizes company or brand positioning.
Following are the components of positioning statement:
Target segment and need: Commercial Transporters, who avoid spending much time on
tire fixing and usually will prefer our product.
Brand: Flat Fit
Concept: selling concept
Point of difference: Safety and Reliability
So our position statement is
“To the vehicle movers who are tired of facing the
problem of time wastage in fixing flat tires and wants to minimize life risks Flat Fit
is a liquid sealant which prevent the air loss because of cuts or holes Once you fill it
no need to refill.”

MARKETING RESEARCH

In our marketing research we designed a new product after going through the following
steps

Collection of Data:
We collected the data
from primary sources i.e. went to
different people held talks and did
survey from them directly. We also
conducted focus group interviewing. We
also approached opinion leaders.

Analysis of the Data:


We analyzed the
data with the current marketing situation
and applied managerial sources to over come flaw.

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Flat Fit

Sampling Technique:
We drew the sample from large number of people in Islamabad
and Rawalpindi segment.

Sample:
In accordance with the sampling technique from larger areas of Islamabad we
focused in I-10, Peer-wadhai, G-9, Aabpara and in Rawalpindi we focused in Lalazar
sector, Scheme-3 and Gulistan.

Size of Sample:
In the above mentioned populated areas we distributed 200
questionnaires

Sample Composition:
We have conducted the survey from people in 4 main
categories

- Commercial Transporters
- University students
- Routine life drivers
- People with transportation background

Marketing Research Process


To deal with the problem, research objectives and
other unknown problems we used marketing Research Process to get a clear and
distinctive view
Following are the steps of marketing research process.
Defining the Problem:
Through intensive market survey we analyzed that tire puncture results in
great problem and wastage of time and most importantly life threat so we decided to plan a
product which would be a perfect solution for the above stated problems so we did a detailed and
comprehensive research and came up with a unique solution in the form of a liquid which would
work as a sealant in case of tire punctures and would enhance tire life
Developing a Research Plan:
To give our customer what they wish for is our basic aim so
looking at that aspect, we did a primary survey by passing questionnaires in the
region and interviewed different people of different age and to stay in touch. we got
help from the internet services as well.
Implementing the Research Plan:
After coming across the definition of the problem and
development of a research plan, now we are about to implement that research plan and
give it an active action process. We are going to do that by processing and analysis the
collected data. Our research marketing staff is going to do this task for us.

” We make your drive smooth and provide you safety.” 16


Flat Fit

Pricing, Promotion & Distribution Strategies


Since our product is an introductory product therefore out of the two new product
strategies:
• market skimming pricing
• market penetration pricing

we have chosen market penetration as we know that our product do not have specific
competitors so in order to attract customers we shall have to go into the market with a
lower price. We haven’t used the market skimming strategy as we know that if we use the
skimming strategy then the customers according to Pakistani buying trends would not
even consider looking at the product in the beginning yet when we will reduce the price
they might think that there was something wrong with the product that is why we must
have reduced the price. Therefore we have decided to go with the penetration strategy.
Once we have penetrated into the market & gained some market share then we intend to
increase our product’s price to the level of our product’s competitors.

Price Adjustment Strategies:


After the penetration of our product into the market then there will be a need to adopt
some further strategies. These strategies are known to be as the price adjustment
strategies in which we will adjust the price of our product according to the various
customer differences & according to the changing situation of the market. The six price
adjustment strategies are as follows:
1) Discount & allowance pricing.
2) Segmented pricing.
3) Psychological pricing.
4) Promotional pricing.
5) Geographical pricing.
6) International pricing.
Out of these six strategies we will be using the following price adjustment strategies:

Discount & allowance Pricing:


This is the strategy that we can apply for our product, using this strategy we can give:
A quantity discount, which is a price reduction to those customers who buy large
volumes of our product e.g., we may sell a single bottle of our product for RS 150/- but
may sell a crate of twelve jars at RS 125/- each. This strategy will tend to give a good
incentive to the customer.

A functional discount which is a discount that is offered to trade-channel members who


are involved in your business functions such as selling, storing & record keeping. We feel

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Flat Fit

that this will help us gain loyalty of our trade channels as we are providing them with
incentives.

Segmented Pricing:
Since we will be launching our product in the major cities of Pakistan so we don’t need to
segment our prices in the beginning of our business but gradually as our business tends to
grow we may plan to segment prices at utility stores at which the price of our product
would be slightly less to provide comfort for the low income group.

Psychological Pricing:
The price we are offering as an introductory price for our product.
Therefore when we will enter into the market with a lower price the customer will
perceive the cost of our product comparatively less than the other products and this low
price may grab the attention of middle class who always tries to have quality product in
reasonable price. By this we will have the opportunity to establish our product status in
the market and once we’ll be successful to attain good market image we can sell our
product to high-income groups easily.
Geographic Pricing:
This strategy basically involves the pricing strategies according
geographical locations of country at first we tend to use the Freight absorption strategy
in which our company will bare all the freight expenses so that the consumer price
remains low because of which more and more customers will be attracted to our product
and we tend to increase our market share.
After gaining the sufficient market share we shall tend to use the uniform-delivered
pricing in which our company will charge the same price & freight to all customers not
talking into account their location as we want people to believe that our company takes
all its customers seriously and equally.
International Pricing:
Since our company is just in the developing stages so we
haven’t yet considered the international market we have our hands full with the domestic
market of Pakistan. In future if our company will make good profit margins then we
might consider expanding of our business internationally.
Price Changes:
Most of the times after developing the pricing structures companies are
often faced with situations in which price change is needed to be initiated.

Initiating Price Cuts:


Our company is only going to initiate a price cut only if in future
while doing business we find out that our market share is being taken by some new
competitor and that our efforts of improved product quality and efforts of advertising
have failed then we will adopt this strategy to regain our market share.

Initiating Price Increases:


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Flat Fit

If in future we find out that our product has great image and
has great value in the minds of the customer & that our product has an edge over other
competitors by having more of a market share then we might consider increasing the
price of our product by Rs.10 to Rs.20. This small increase in price would tend to bring
thousands of rupees revenue for us. We will also have to see that our sales don’t drop.
Another situation in which we are going to adopt this strategy is when we will be having
excess demand and we won’t be able to increase our production. Therefore a price
increase would not only increase profit margin but will also balance our short supply
problem.
Thirdly, if our production cost also increases then we would also have to increase our
price.

Buyer’s reaction to price changes:


We think that it is only luxury product companies that
need to carefully observe the buyers reaction as far as our product & company is
concerned we will have to face a lot of competitors in the market therefore; we must
adjust our price accordingly.

Competitor’s Reactions to Price Changes:


We will definitely need to be very careful in
changing prices as our change could seem a threat to the competitors say if we enter the
market with a lower price than theirs, and if they find us as a threat to their market share
then they might plan aggressive market strategies like lowering their prices to crush us
and wipe us out of the market. Therefore it is necessary for us to make smart moves with
our competitors and should avoid getting into a marketing war with them.

Responding to Price Changes:


Sometimes there may occur a situation in which we have
to analyze the change in price made by our competitors for example if they have made
this change to grab more market share or to crush our product down then we in return
would have to counter such reactions by adopting new strategies in order to stop our sales
from falling, these strategies may include increasing the quality of our product, increased
efforts in advertising by using all media sources.

Promotion Strategies for Our Product:


Promotional strategy is the most vital strategy
for launching our product into the market because the minds of consumers are presently
occupied with the present product’s advertisements which are quite strong & have a
strong grip over their market share; therefore it is necessary for us to look for a promotion
strategy that will turn the consumers mind towards our product.
As far as our product is concerned, we proudly state to our consumers that our product is
Life Saver and economical for lowering vehicle maintenance cost. This is a feature of our

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Flat Fit

product that no other competitor is providing to its consumers. This is going to be a


competitive advantage for us to grab the market share of our competitors.

The STRATEGY:
We have opted for the “pull strategy” for the promotion of our product
as we believe it is through this marketing strategy that we will direct our marketing
activities to induce our customers to buy our product.
We have decided to use the following strategies.

Word of Mouth:
It is a very effective strategy in which we plan to use word of mouth to
introduce our product and the benefits of using our product to the targeted consumers so
that they might be clear about the product.

Print Media
We have decided to use the print media in which we advertised about our
product. We have used the local newspaper and weekly magazines for the publicity of
our product.
We have decided to place our banners on all-important intersections of the cities in which
we are launching our product so that the word of our product spreads round the cities.
We are also handing out brochures at all known petrol pumps, service stations,
workshops , tire shops etc. of the cities in which we are launching

Using Electronic Media:


We have also decided to use the local television Medias to
promote our product amongst the public & have also approached local fm radio stations
to air commercials of our product. We feel that this way of publicizing should bring us
maximum result. We have made a website that contains all the necessary details which
the consumer would need to know about the product and other necessary details about
our company etc.

Distribution of Our Product:


After developing the product and conducting
promotional activities the next step is that we will pursue to distribute our product into
the market and finally making our product available for the consumers. For the purpose
of distribution of the product marketing channels play a vital role in making the product
or service available to its customers

Distribution Channel of Our Product:

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Flat Fit

We have decided to use “the direct marketing


channel” for the distribution of our product. This sort of marketing channel has no
intermediaries’ levels and we will sell our product directly to our targeted customers as
product is new so we think this distribution strategy will be useful and be productive and
will also help in avoiding conflicts

Pricing Of Our Product:


We have done the pricing of our product cautiously with respect to
our competitors, as mentioned earlier we tend to enter the market with a lower price than
our competitors by using the market penetration strategy.

Product
Anything that can be offered to a market for attention, acquisition, use, or consumption
that might satisfy a want or need.

Levels of product and services

Core benefit
The core benefit that the consumer can attain from our product is the safe transportation,
no wastage of time, enhancing tire’s life which is not available in any other product in the
market.

Actual product
FLAT Fit (liquid tire sealant) is our actual product. Its name, features, packaging and
other attributes have all been combined carefully to deliver the core benefit.

Augmented product
At this time our product is not augmented but in future we have a plan that we’ll offer
some incentives or more beneficial aspects with our product.
CONTROL AND SUGGESTIONS

As far as “Flat Fit “our product is concerned the basic problem we face is the gathering
the target customer for demonstrating our product and giving them basic information
about it .we have controlled this problem by
building up our sales force consisting 200 trained
sales men who are appointed in the city’s most
busy petrol pumps and bus stands and commercial
markets also where they can provide basic
information to the target customers by the means
of Multimedia projectors, broachers, and most
importantly they are provided with the product
bundles also facilitating selling the product at the
point with a number of special offers like :-

” We make your drive smooth and provide you safety.” 21


Flat Fit

1. By selling the product on discounted prices.


2. By the offer of buy three get one free.
3. By giving free pump required for its functioning absolutely free with a 5
gallon bucket.
4. By giving money back life time guarantee.
5. By giving free installation services.
6. By giving free installation kit (nozzle).

In return of doing these efforts we can get immediate feed backs from the
customers by filling questioners from them at the spot and maintain a record of
customers to build strong customer relationships.

Questionnaire for Flat Fit


Name ………………
Age…………………
Driving for…………… (Years)
1. Do you think Using Flat Fit can make our driving more easily? 
• Yes  
• No 
• Cant say any thing 
2. Do you think installation of FLAT FIT is difficult? 
• Yes  
• No 
• Cant say any thing 
3. Do  you  think  that  our  direct  marketing  strategy  for  this  product  has  proved  to  be 
beneficial for you? 
• Yes  
• No 
• Cant say anything 
 
4. Did you use any tire sealant before? 
• Yes  
• No 
• Cant say any thing 
5. Do you prefer using either tire sealant or the old method of healing punctures? 
• Yes  
• No 
• Cant say any thing 
6. Is our product perfect or need improvement? 
• Yes 

” We make your drive smooth and provide you safety.” 22


Flat Fit

• No 
• Cant say anything 
7. Do you think our product is the best among the substitutes available in the market for 
the purpose of sealing puncture? 
• Yes  
• No 
• Cant say anything 
8.   Is our product is expensive? 
• Yes  
• No 
• Cant say anything 
9. Is our product giving you maximum value in return? 
• Yes  
• No 
• Cant say anything 
10. Did you find our product better than old way? 
• Yes  
• No 
• Cant say anything 
11. Would you like to buy flat fit for your car? 
• Yes  
• No  
• Cant say anything 
Any Suggestions ………………………………………………………………………. 
……………………………………………………………………………… 
 

” We make your drive smooth and provide you safety.” 23


Flat Fit

” We make your drive smooth and provide you safety.” 24


Flat Fit

” We make your drive smooth and provide you safety.” 25

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