EXECUTIVE SUMMARY

The product that we have selected for our creative plan is a innovative new car IMPALA 360
based on its distinguished features, years of research and innovation. First of all we analyze
the industry, the external analysis, competitor's analysis, deep and years research and
different research. From these research and surveys will identify the market gap which can be
fulfilled our company strength and opportunities. We have focused group discussions,
interview, surveys, formal and informal sharing of ideas and make in loop both gender of the
stream.

On this research we find that there is the boom in automobile industry and many companies
and agencies are involved in this business but unfortunately the authorities did not respond as
they should be. Instead of creating facilities the people are facing problems due to lack of
developed roads and the understanding of individualism in the society. So people are looking
for something different, innovative, and convenience in their lives. They also want to improve
their life styles by adopting new and stylish with convenience and economy.

On the basis of opportunity and gap analysis we have decided to develop IMPALA 360 which
entails latest technology, innovative style and maximum features which will be valued by our
prestigious costumers.

We have segmented the target market on the basis of behavior, physiography and
demographic. On the basis of these things we define the profile of target costumers. The
creative plan of our produce covers almost all media newspapers, TV adds, direct and
personal selling. According to our budget planning we have allocated 40 million / year for the
advertisement and personal selling. We will access our plan on fortnight basis which will
access the awareness, interest and action level of our costumers. For creative strategy we
have made colorful and interesting adds, logos, and story board to add value to all our
promotional plans.

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INTRODUCTION

Impala Pakistan is a Pakistan based company which was corporate as Public limited on
November 02, 2004. The inauguration ceremony of the company was held in early 2005 in
the presence of Prime Minister of Pakistan. We have in house assembly plant with all kind of
engine started.

Our plant is most modern plant in all over Pakistan that distinguishes it from other automobile
companies. It has production capacity of 25000 cars per year that can be enhanced further on
demand. Impala endeavor to go aggressively for the sound development of the society by
environmental friendly vehicles, motorization, industrialization , job creation thus improving
the peoples life standard with combine effort of all the dealers, vendors, and Impala staff.

Vision:
Our vision is to be excellence and innovative.

Mission:
To provide automobile of international quality at competitive prices
To improve the skill of employees
Excellence in Research and development

Environment Policy:
To produce environment friendly vehicles and contribute in our social responsibility
We ensure safe disposal of waste from our plants

Career:
We believe in equal employment opportunities.

Total Quality and Research and Development:

At impala we emphasis more in Research and Development. Based on R& D we believe in

total quality with no compromise.

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 Industry analysis:

Production Statistics for Different Automobile Companies

CAR 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Honda (Civic) P 5824 4615 4610 5998 12359 12274 5610 5813
Honda (City) P ~ 3386 3786 7417 11771 17606 10461 8220
Suzuki (Baleno) P 1251 1240 2608 4153 5965 2939 0 0
Suzuki (Liana) P ~ ~ ~ ~ ~ 5370 5964 2605
Toyota (Corolla) P 8486 5763 12861 20525 23007 31094 35036 33672
Nissan (Sunny) P 319 81 51 26 0 0 0 0
Kia (Classic NGV) P ~ ~ 459 188 465 0 0 0
Kia (Spectra) P 1784 2091 384 73 1 0 0 0
Suzuki (Khyber/ Cultus) P 6290 5441 8097 10810 15591 21342 29880 27662
Suzuki (Alto) P 4489 2816 4775 7196 11411 17513 21546 18805
Hyundai (Santro Plus) P 3937 1667 3114 7902 6101 8604 2225 2028
Daihatsu (Cuore) P 3304 2845 4580 6468 8525 7883 12786 12406
Suzuki (Mehran) P 3889 10143 16748 27705 31207 35433 36988 36249
Suzuki (Bolan) P 1983 2591 4359 5201 7319 10429 15520 17250

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 Production Graph for Different Automobile Companies in Pakistan

Production Statistics
40000
2000-01
35000 2001-02
2002-03
2003-04
30000 2004-05
2005-06
2006-07
25000 2007-08

20000

15000

10000

5000

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 Sales Statistics For Different Automobile Companies in Pakistan

CAR 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Honda (Civic) S 4873 4625 4637 6097 12352 11998 6513 5762
Honda (City) S ~ 3382 3749 7271 11714 16136 11848 8439
Suzuki (Baleno) S 1484 1188 2588 4062 5879 3173 0 0
Suzuki (Liana) S ~ ~ ~ ~ ~ 4571 6067 2983
Toyota (Corolla) S 8116 6151 12867 20321 23002 30527 35762 33640
Nissan (Sunny) S 310 113 69 25 1 0 0 0
Kia (Classic NGV) S ~ ~ 687 81 546 0 0 0
Kia (Spectra) S 1375 2287 434 127 7 0 0 0
Suzuki (Khyber/ Cultus) S 6027 5637 7927 10795 15611 21390 29837 27563
Suzuki (Alto) S 4187 3072 4701 7148 11431 16823 21988 19097
Hyundai (Santro Plus) S 3454 2245 3135 6922 7009 7031 3470 2227
Daihatsu (Cuore) S 3052 3174 4579 6339 8592 7883 12776 12204
Suzuki (Mehran) S 5169 9964 16582 27432 31165 35982 37007 35526
Suzuki (Bolan) S 2263 2540 4360 5228 7241 10451 15566 17209

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Sales Graph of Different Automobile Companies in Pakistan

40000 2000-01
2001-02
2002-03
2003-04
35000 2004-05
2005-06
2006-07
30000 2007-08

25000

20000

15000

10000

5000

0
Suzuki (Baleno) Kia (Classic NGV) Hyundai (Santro Plus)
Honda (Civic) Toyota (Corolla) Suzuki (Khyber/ Cultus) Suzuki (Mehran)

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External analysis:

Pakistan has a growing market for automobiles and accessories (including tractors), offering
exceptionally good sales opportunities for U.S. exporters in the car, bus and heavy truck
segments. The total number of vehicles in Pakistan is over 5 million units. The annual
demand is approximately 300,000 units with total imports worth USD 300 million. The local
production of after market automotive parts and accessories is around USD 850 million. Four
hundred manufacturers of automotive parts and accessories support 32 automobile
manufacturing and assembly facilities in Pakistan. Only five of these automobile
manufacturers, produce/assemble buses and trucks.

The vehicle industry demonstrated a very impressive growth rate of over 50 percent during
the past fiscal year, mainly due to the increase in demand and the availability of consumer
credit and low interest rate loans. The Government of Pakistan (GOP) encourages local
franchisees to introduce more buses on city routes by providing 4 percent loans for bus
purchases. The government also gives 10 percent rebate of custom duties for the import of
public transport vehicles. The GOP has exempted buses in Completely Knocked Down (CKD)
condition from customs duty irrespective of whether they run on Compressed Natural Gas
(CNG) or diesel fuel. The Small and Medium Enterprises Development Authority (SMEDA)
monitors the import, resale and transfer of vehicles imported under this customs duty
exemption. The general tariff regime is 20 percent on CKD buses and trucks; 60 percent on
Completely Built Units (CBU) trucks and 20 percent on CBU buses.
Buses using Compressed Natural Gas (CNG) are particularly in demand, as the GOP applies
the National Environmental Quality Standards related to air, water, and noise pollution to the
vehicle industry. Recently, the government has made tremendous progress in promoting CNG
usage by setting up filling stations, converting petrol-run vehicles, and providing incentives to
entrepreneurs.

As a result, more than 265,000 vehicles have already been converted to CNG and the clean
fuel has gained instant popularity. Pakistan has become the third largest CNG (for autos) user
in the world after Argentina and Brazil.

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Manufacturers and assemblers of buses and trucks should consider entering this market. For
U.S. companies interested in selling automobiles in Pakistan, the best strategy is either to find
a local partner to act as the sole distributor/agent or to register and establish a representative
office in Pakistan. Pakistan has a sophisticated and regulated banking industry with both
state-owned and private banks offering a full range of financial services including trade
financing.

Additionally, incentives from the government that include zero duty on imported components
used in the manufacture of products for re-export and emphasis on the training and
development of human resources has paved the way for manufacturers to align themselves
with their foreign counterpart and pursue joint manufacturing and value addition.

Competitive analysis:

 Suzuki Mehran is our Direct Competitor

 Coure and Hyundai are also our competitor

 The suppliers of their spare parts.

 Position on Low Price and Good will and distribution channel

 Suzuki Advertisement budget is 5 Million

Market Research is on the basis of external analysis we launch our questionnaire to identify
the Gaps in the market. Therefore we launch the Questionnaire.

SWOT Analysis:

Strengths:

we identify the Gaps that exist in the market. We also identify the problems which
our clients faces. No other automobile firms is offering the same features as we are offering.

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  Innovation

 strong technological expertise

 Qualified Human Resource

 Improved Research and development

 Our Road Show

Weaknesses:

 New Entrance in the marketplace

 Limited Finances

 Monopolistic Market

 Highly Competitive environment

Opportunities:

 Innovative Product

 Attractive Style of Product

 Environment Friendly

Threats:

 Maximum Market Share of Competitors

 Regional Overview

Cross-border analysis on the structure, size and value of the automotive sector, including

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comparative historical data and forecasts on the region’s sales and production figures.

Business Environment Rankings:

Comparative guide to the region’s business environment, ranking of the regional markets by
CBU Output Growth, Vehicle Penetration Potential, Regulation, Market Competition,
Economics Risk and Politics Risk. The rankings table provides BMI’s view on the
competitiveness of the regional markets.

Market Overview:

Outlook of local market, commenting on its structure, size and value.

Company Profiles & SWOTS:

Company profiles, including SWOT (Strengths, Weaknesses, Opportunities &

Threats)analyses, fully researched senior executives and full contact details, business activity,
leading products and services.

Launching of Impala 360:

On the basis of our research market analysis external analysis and technical competency we
are going to launch our brand new innovative product in the market, the Impala 360. The
following are the features of our Product:

360 Angle

The main objective of this feature of our car is that it can rotate at 360 Angle and is
space efficient. It can easily adjust in small roads, congested parking lots and in traffic
jams.

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 Space Efficient

Our car is space efficient and can accommodate the huge luggage storage. Its rear
seats can fold in a manner to create enough room for accommodating the
luggage/baggage. This thing makes it easy for the small families to use our car
efficiently.

Stylish Look:

The look of our car attracts the young generation. The model is very attractive,
creative and innovative.

Colors: Our car is available in very bright and attractive colors. These colors also
attract younger generation and small families.

Models: As our competitors concentrates on only once shape but our core
competency is to launch the new shape every new year.

Fuel Efficiency

Our Car is light weight and small size therefore consumes less fuel. Our competitor
takes 16 Km in 1 Litter petrol but our car travels 20 Km in 1 litter.

Environment Friendly:

The catalytically converter is environmentally friendly. Its a filter which purifies the
smoke and then eject outside.

Bluetooth:

Impala 360 has a Bluetooth that makes the use of the cell phone in the car very easy.

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 While driving you don’t need to pick your phone to check who is calling and pressing
the talk key to talk to the caller. The built-in Bluetooth system in the car automatically
displays the caller ID information on the Time Display LCD. After watching the caller ID
information you can pick the call by pressing a button on the steering wheel and talk to
the caller.

Air Conditioner
Our car has built in Air Condition. That provides very cool air. Its throw power is very
high comparing the other vehicles in the market.

Cassette Player and Radio

It has built in radio and cassette player with latest model.

Efficient Brakes:
It has ABS brakes that are more reliable than disk brakes.

800 cc Engine
Our car is economical and is the best choice for small families, for the people those
want to switch away from the motorbikes to the cars and the people those want to up-
grade themselves with respect to ever changing environment.

Technical Specifications:

CAR TECHNICAL SPECIFICATIONS SPECIFICATIONS EQUIPMENT LIST

Body Type
5-Door Hatchback

DIMENSIONS (mm)
Overall Length 3.300

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Overall Width 1.405
Overall Height 1,410
Wheelbase 2,175
ENGINE
Type 4-stroke cycle, water-Cooled, OHC
No of cylinders In-line-3
Piston Displacement 800cc

TRANSMISSION
Transmission Type 4-forward, 1 reverse

CHASSIS
Steering Rack &Pinion
Suspension Front Strut, Coil spring
Suspension Rear Leaf Spring
Brakes Front Disc
Brakes Rear Drum
Tyre 145/70 SR 12
Rear axle turnable Yes
CAPACITY
Seating 5
Fuel Tank 30L
Gas cylinder for CNG version 40L
COMFORT
Heater Yes
Air Conditioner Yes

Phone Detector Yes

INTERIOR
Sun visor (Both sides) Yes
Room lamp (3-position) Yes
Seat materials Fabric
Reclining & sliding front seats Yes
Adjustable front seat headrest Yes
Part fabric door trim Yes
Assist grip Yes
Glove compartment Yes
Coin receptacle Yes

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Front ashtray Yes
Interior rear view mirror Yes
Floor mat
EXTERIOR
Multi-reflector headlamps Yes
Colored front & rear bumper Yes
Fold able outside mirrors 9both sides) Yes
Lockable fuel lid Yes
Back door lock Yes
SAFETY
Front seat belts Yes
Child locks (Rear doors) Yes
Air Bags Both Front
Environment Friendly Catalytic converter
Sliding Doors Yes
CNG

CNG version Yes

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TARGET MARKETING PROCESS:

Identifying Markets:

Market Size:

We've segmented our product one the basis of demographic segmentation in which we
have selected only these type of social classes like that middle upper, upper lower,
middle class and upper class. In Multan approx. 18% of the population lies in these
categories.

Potential:

According to our research there are still unfilled needs of the customer. They want
something different. That is that they want some additional characteristics. They are
worried about availability in parking lost, narrow roads, c rowdy places. On the basis of
these gaps those exist in the market our product fills these gaps.

Segmentation:

Trends

People want variety and different product which suite their personality and their needs.
The customers are more conscious and they want more aided functionality in the
product. That combine many unique features which suites the needs and wants of the
customers.

Customer Profile

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 We've segmented our product on the basis of psychographic behavior and to some of
demographic.

Behaviors

Behavior of our target customers are as follows:

1. Easy going
2. Innovative and early adopter
3. Punctual

Life Style

1. Motivators
2. Achievers
3. Lenient behavior
4. Settled in

Demographic

1. Gender
male female both

2. Age Group
18 to 60

3. Marital status
married and unmarried both

Socioeconomic

Income

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 Middle middle class Rs.15000 to Rs.20000
Middle upper Rs.20000 to Rs.30000
Upper lower Rs.35000 to Rs.50000
Upper middle Rs.50000 to Rs.80000
Upper upper Rs.80000 to onward....

Occupation
Job holders, businessmen, professionals,

Buying situations
Behavioral segmentation
Occasions regular( covers the common uses and individual use office
home)
Second car( families with surplus income)
Marriage gift( upper class with high mode)

Benefits
Our benefit segmentation is based on following characteristics:
Quality: comfort, reliable, convenience
Services: customer care, after sale service
Convenience: space , fuel and road efficient.

User Status
As far user status is concern we will target potential users. As our product is new one
we don't have any existing users.

Readiness stage:
We will cover the customer who have the following types of readiness position.
Interested:
 desirous

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  intended to bye
We are targeting our customers who are interested in our product and they have desire
and intention to our product and afford-ability is not problem for them.

Attitude towards product:

 enthusiastic
 positive
 indifferent
We will hit only positive and indifferent customers in the beginning. We will try to urge
positive customers to purchase our product and will try to clear the differences our
product has from the existing brand through our Ad campaign.

Psycho graphic Segmentation

Psycho graphic segmentations of our product 360 is based on these determinants:

Social Class
middle middle
middle upper
upper lower
upper middle
upper upper
Life Style
achiever
striver
struggler

Personality
compulsive

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 gregarious
ambitious
authoritarian

Demographic Segmentation
Demographic Segmentation is based on the following characteristics:
Age (for all age group)
Gender(male , female)
Family size (1-4)

Positioning:
We have position our product one the basis of attributes, benefits, economic and friendly
usage. Our product is positioned are on the slogan “Go Everywhere Do Anything”

Market Planning Program:

Product Decision:

are launching the 800cc Car named Impala 360.

Price Decisions:

We have based our prices by keeping in view our competitors. To penetrate into the
market the price of our product is less than our competitors.

Distribution Channels:
In start we have franchises in the top 5 cities in Pakistan. We are also launching the
Company Operated Sales and service centers in these cities that deal directly with
these franchises and supplies them the parts. We are also providing the common auto
spare parts to the other retailers in the city.

Advertising Objectives and Goals:

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 Through our research we have found there exist gap in market. Our main advertising
objective is to address this gap and focus our most attractive features in the mind of
our customers. Firstly we will emphasize on creating awareness and urge them to
purchase our car.

When our product get attention and customer inquiring regarding our product then we
will enhance our sale through advertisement.

Customers Actions:
The characteristics that will identifying for our advertisement campaign are as follow
attention
• inquiry
• interest
• desire
• action
• satisfaction
• after sales services

Message Strategies and Tactics

The message will be very clear and will use in all type of media, it will be supported by
visual aid graphics, color, sounds etc. The main element of the message will be
focusing on comfort and efficiency.

Our product is highly involvement because it is very costly and differentially product
with added features so we try to convenience our prospective customers through add
and will provide them the information that will value for them.

Logical appeal with real life spoke person would be use in TV adds. In our creative
strategy we use new appeal strategy because our product is innovative and we want

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our customer to be aware with these unique features.
Our print add is more descriptive one where we will illustrate main feature of our car.
Visual aid is also given to explain the car like rotating of wheel space efficiency and
other characteristics.

MEDIA STRATEGY AND TACTICS

We will use different advertisement media such as

1. Print Ad
2. Electronic Media
3. Personal Selling
4. Direct Marketing

Print Media: For print media we will use following newspapers and magazines
Newspapers:Dawn, Jang, Business Recorder
Magazines: Herald, Business week

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In our creative strategy we use new appeal strategy because our product is innovative. The
six multiply by four print add containing visual aids, colors and unique features of Impala 360
is used.

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The add also contain the contact detail of head office and weblink so that the interested
person get he information of Impala 360.

Electronic Media: This media will also be used when we launch our product country wide we
have decide to play our advertisement on following channel.
Geo, Ptv, Star Plus at prime times

Timings and Schedule of Adds on TV.

30 seconds ad to play on TV. We have decided to play total 18 ads per day according to the
following schedule.
Star Plus PTV GEO NEWS TV AAJ TV
No of Ads 7 3 3 5
Timings 7pm to 11pm 9 to 10pm 10 to 12 pm 10 to 12pm
Total Timings 210 seconds 90 seconds 90 seconds 150 seconds

Personal Selling: For this type of promotion we will recruit enthusiastic experience and
combative persons. We will use combination of commission and fixed salary for their
compensation and their performance will be evaluated on fortnight basis. Only progressive
sale will be encourage to retain. The company will pay rupee 10000 per month at fix salary
and rupee 5000 on selling on each car.

Direct Marketing: We are also providing the leasing facilities to our potential customers on
easy term and conditions.

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BUDGET

As we've used the new entrance strategy therefore we've allocated a lot amount of
budget on advisement as compare to our competitors.

Mass Media 16 million

Print Ad 14 Million
Road Show 10 million

EVALUATION:
for the evaluation purpose we will use fortnight recall and will assess the awarness and intrest
attention and action level of customer and prospective buyers. We will also get market
information from our sales representative, banker, leasing companies insurance companies
and others.

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QUESTIONNAIRE

Name:
Age
Gender male Female
Profession:
Income Level:
Q 1: Do you have any Auto mobile?

Yes No

Q 2: If yes what type of Car you use?

800cc 1000cc 1300cc others
Q3: At what time you are using car mostly?
Morning Afternoon Evening All Time
Q4: How much you are satisfied with your car in congested roads?

Very Satisfied Somewhat Satisfied Not Satisfied

Q5: Do you face any problems with parking lots?

Q6: Do you face any problem while turning your car in c rowdy roads?

Q7: What additional features you want in your car?

Q8: Do you face any problems while using phone in your car?

Q9: Do you face any problem while opening doors in c rowdy roads?

Q10: If you have huge luggage then the space in your car is accommodating?
Q11: How much you are concern about increasing pollution in environment?

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KEY WORK PLAN
Key Effect:
Our car prospects, both individual and family users, reflects a positive interest for the
stakeholders. Yet our concern about the innovation in automobile industry due to its unique
and highly technological features.

Advertisement Objective:
Advertisement objective is to ensure the target market to have a unique and innovative driving
experience on the road with economy and style.

Principal Competition:
Our principal competition is the small cars those are based upon the economy.

Promises:
Efficiency on the road, Fuel Economy, Stylish look.

Reason Why:
Efficiency in crowded roads. People are sick of the old models and we provide with new
stylish look plus economy.

Tone and manner:

This is a totally new and innovative product that will give benefit to the end user.

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Story Board:

1 2 seconds Oh my God... I am
getting late from office.

2 2 seconds I have to drive fast to

reach the office on time

3 3 seconds Oh no... The road is

blocked and I have to
take the U-Turn

4 7 seconds Wow... I can take U-

Turn with no effort or
time. Thanks to Impala
Turning rear wheels

5 3 seconds Oops... There is no

parking space for my car
in my office

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6 7 seconds With my Impala 360 the
best solution for
crowded roads and
narrow parkings.

7 6 seconds And Now with my

impala 360 I can park in
the narrow parkings
and take difficult and
time consuming turns
efficiently.

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