• Presented by:

• Fong Hui Sin (I17013652)

• Evon Loy Jia Ci (I15008374)
• Lee Xiang Yun (I15008129)
• Jesssica Yee (I17013670)

MKT 4205 Marketing Planning

Proton Electric Vehicle
Market Segmentation

• Demographic Segmentation
• Behavioural Segmentation
• Psychographic Segmentation
• Geographic Segmentation
Market Segmentation Proton EV Product
Demographic Segmentation  Working adult.
 1 to 4 person of a household.
 Between 18 years old to 34 years old.
 Female and Male.
 Middle income group with a minimum RM60,000 and above.
 All races.
Behavioural Segmentation  Quality Conscious.
 Brand loyalty.
 Advanced technology mind-set and knowledge.
Psychographic Segmentation  Patriotism.
 Environmentally conscious.
Geographic Segmentation  Urban area.
 High and middle density of population.
 Saving on fuel cost.
 Environmentally conscious.
Value Proposition

Company and Product Proton - Electric Vehicle (EV).

Price Reasonable and affordable price at RM 72,000.

Value Proposition Safety improvement and better quality, cheaper to maintain,

cost saving, better for environment.
Design Branding Safety

Service Warranty
Pricing strategies

• New-product pricing strategies

• Market penetration - gain a large amount of share market by a lower price.

• Price adjustment strategies

• Segmented pricing - Product-form pricing, the projected price of Proton EV
car RM 72,000±
Pricing strategies
Renault Proton
35,000

30,000 120,000

25,000 100,000

20,000 80,000
£

RM
15,000 60,000

10,000 40,000

5,000 20,000

0 0
Saga Persona Iriz Ertiga Preve Exora Iriz EV X70 Perdana
(EV Car)

Car

Car
Channel management strategies
• 1 level channel
Producers Retailer Customer
(Proton)

• Vertical marketing system (VMS)

• Power and benefit sharing
• Channel more stable

• Pull strategy
• Lower cost
 Marketing Communication Strategies
1. Public relations (PR)
- A public is any group that has an actual or potential interest in or
impact on a company’s ability to achieve its objectives.
- Proton management must establish the marketing objectives,
choose the PR message and vehicles, implement the plan, and
evaluate the results.
2. Advertising on television OR printed advertising (Exp: Newspaper)
- Television program is more vividly demonstrates the car attributes, &
can explain clearly the benefits of electric cars to consumers.
- Can present sight, sound, & motion at the same time
3. Sales promotion
- Exp: Trade shows, Conventions, Sales contests & specialty
advertising