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Contents
Dedication .................................................................................................................................. 8

Acknowledgement ..................................................................................................................... 9

Letter of Transmittal .................................................................................................................. 9

EXECUTIVE Summary........................................................................................................... 11

Current Situation – Analysis of Macro Environment .............................................................. 12

Demographics ...................................................................................................................... 12

Economic Condition ............................................................................................................ 13

Social and Culture Forces .................................................................................................... 13

Political and legal forces ..................................................................................................... 13

Technology .......................................................................................................................... 14

Current situation of market and market analysis ..................................................................... 14

Market definition ................................................................................................................. 14

Market size ........................................................................................................................... 15

Market Segmentation ........................................................................................................... 15

Target Marketing ................................................................................................................. 15

Gender: ............................................................................................................................. 16

Income: ............................................................................................................................ 16

Family Size: ..................................................................................................................... 16

Age: .................................................................................................................................. 16

Occupational: ................................................................................................................... 16

Positioning ........................................................................................................................... 16

Porter’s 5 Force .................................................................................................................... 17

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1. Potential new entrants .................................................................................................. 17

2.Bargaining power of buyers .......................................................................................... 17

3. Bargaining power of suppliers. .................................................................................... 18

4. Threat of substitutes ..................................................................................................... 18

5. Industry Competition/rivalry between competitors ..................................................... 18

Competition and market share ............................................................................................. 19

Atlas Honda ..................................................................................................................... 19

Toyota motor .................................................................................................................... 19

Hyundai motor ................................................................................................................. 20

Adams motors .................................................................................................................. 20

Strengths and weakness of ................................................................................................... 21

Competitor ........................................................................................................................... 21

Atlas Honda ..................................................................................................................... 21

Toyota motors .................................................................................................................. 22

Hyundai motors ................................................................................................................ 23

Adam motors .................................................................................................................... 23

Market trends ....................................................................................................................... 24

THE EMERGING RURAL MARKET: .......................................................................... 25

THE FUTURE OF CONSUMER CLASS: ..................................................................... 25

Natrure of the buying analysis ............................................................................................. 26

Participants ........................................................................................................................... 27

Demographics ...................................................................................................................... 28

Income.............................................................................................................................. 28

Family Size ...................................................................................................................... 28

Age ................................................................................................................................... 28

Occupational .................................................................................................................... 29

Psychographics .................................................................................................................... 29

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Social Class ...................................................................................................................... 29

Life Style .......................................................................................................................... 29

Buyer motivation and expectation ....................................................................................... 29

Loyalty segments: ................................................................................................................ 29

Current situation – internal ...................................................................................................... 30

Company Resources............................................................................................................. 30

Financial ............................................................................................................................... 30

Balance sheet of Suzuki ................................................................................................... 30

People................................................................................................................................... 31

Time ..................................................................................................................................... 31

Skills .................................................................................................................................... 31

Vision & Mission ................................................................................................................. 32

Our Vision ............................................................................................................................ 32

Our Mission ......................................................................................................................... 32

Corporate objectives: ........................................................................................................... 33

financial objective: .............................................................................................................. 33

Marketing objective ............................................................................................................. 33

Long term objectives............................................................................................................ 33

Short term analysis ............................................................................................................... 34

Corporate culture: ................................................................................................................ 34

SWOT Analysis ....................................................................................................................... 35

Strengths .............................................................................................................................. 35

Increasing Demand for Cars ............................................................................................ 35

Resale of Local Assembled Cars ..................................................................................... 35

OEM ................................................................................................................................. 35

Quality of Local Cars ....................................................................................................... 35

CNG kit ............................................................................................................................ 35

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Mechanics ........................................................................................................................ 35

Weakness ............................................................................................................................. 36

WTO—Deletion Program ................................................................................................ 36

Input Cost ......................................................................................................................... 36

Protection Level ............................................................................................................... 36

Lack of Skilled Manpower for Modern Machinery ......................................................... 36

Scarcity of Raw Material Especially Steel....................................................................... 37

Opportunities........................................................................................................................ 37

Import German Technology and Skills ............................................................................ 37

Foreign Investment and Setup Production Facilities ....................................................... 37

Baggage Fuel ................................................................................................................... 37

Global Spare Part Market................................................................................................. 37

Threats.................................................................................................................................. 38

WTO—Parts Indigenization ............................................................................................ 38

Competition with Imported Cars ..................................................................................... 38

Fuel Prices ........................................................................................................................ 38

Decreasing Tariff Structure.............................................................................................. 38

MARKETING MIX ................................................................................................................. 39

Marketing strategy-current and the proposal ........................................................................... 41

Product ..................................................................................................................................... 41

PRODUCT LIFE CYCLE ................................................................................................... 41

Introduction: ..................................................................................................................... 41

Maturity Stage .................................................................................................................. 42

Levels of Product ................................................................................................................. 42

Core Benefit ..................................................................................................................... 43

Actual Product ................................................................................................................. 43

Augmented Product ......................................................................................................... 43

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Product Classification .......................................................................................................... 43

Consumer Product ................................................................................................................ 43

Industrial Products ............................................................................................................... 46

Individual Product Decision ................................................................................................ 46

Product Line ......................................................................................................................... 47

Product Mix Decisions......................................................................................................... 48

Brand Equity ........................................................................................................................ 49

Brand Strategy Decision ...................................................................................................... 49

Product Lines of Suzuki ....................................................................................................... 49

Product Lines in Pakistan..................................................................................................... 50

Automobiles ......................................................................................................................... 51

Specifications ....................................................................................................................... 53

Specifications ....................................................................................................................... 56

Alto 1000 cc ............................................................................................................. 57

Specifications ....................................................................................................................... 58

Mehran 800 cc .......................................................................................................... 59

Specifications ....................................................................................................................... 61

APV 1500cc(Imported).......................................................................................... 62

Specifications ....................................................................................................................... 63

Bolan VAN .................................................................................................................... 64

Specifications ....................................................................................................................... 65

RAVI Pick Up 800cc .............................................................................................. 66

Specifications ....................................................................................................................... 67

History.................................................................................................................................. 68

Price ..................................................................................................................................... 70

Considerations in Setting Price ............................................................................................ 70

l and external considerations ................................................................................................ 70

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General Approaches ......................................................................................................... 70

Internal Factors .................................................................................................................... 72

External Factors ................................................................................................................... 74

New Product Pricing Strategies ........................................................................................... 76

Market-Skimming Pricing ............................................................................................... 76

Market-Penetration Pricing .............................................................................................. 77

Product Mix Pricing Strategies ............................................................................................ 78

Price-Adjustment Strategies................................................................................................. 79

Discounts and allowances ........................................................................................................ 80

PLACEMENT.......................................................................................................................... 81

Channel Functions ............................................................................................................... 82

How Channel Member Add Value ...................................................................................... 82

Channel Levels..................................................................................................................... 83

Direct Marketing Channel................................................................................................ 83

Indirect Marketing Channel ............................................................................................. 83

Channel Behavior and Organization .................................................................................... 84

Channel Conflict .............................................................................................................. 84

Channel Dynamics ........................................................................................................... 85

Channel Design .................................................................................................................... 87

Analyzing Customer Needs ............................................................................................. 88

Establishing Channel Objectives ..................................................................................... 88

Identifying Major Channel Alternatives .......................................................................... 88

Evaluating major channel alternatives ............................................................................. 89

Channel Management .......................................................................................................... 89

Retailing Process .................................................................................................................. 90

Types of Retailing ............................................................................................................ 90

Placement in Retailing Process ............................................................................................ 90

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Wholesaling Process ............................................................................................................ 90

Why Wholesalers? ........................................................................................................... 90

Placement in Wholesalers Process ....................................................................................... 91

Market Logistics .................................................................................................................. 91

OBJECTIVES .................................................................................................................. 91

Market Logistics Decisions.................................................................................................. 92

Order processing Decisions ............................................................................................. 92

Warehousing Decisions ................................................................................................... 92

Inventory Decisions ......................................................................................................... 92

Transportation Decisions ................................................................................................. 92

Promotion............................................................................................................................. 92

Integrated Communication................................................................................................... 93

Seven Steps in Developing an Effective Communications Plan ..................................... 94

Push vs. Pull Strategy .......................................................................................................... 96

Push strategy .................................................................................................................... 96

Pull strategy ..................................................................................................................... 96

Budget and control ................................................................................................................... 97

Suggestion and recommendations............................................................................................ 97

Bibliography ............................................................................................................................ 98

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Dedication

Dedicated to our beloved parents, teachers, and

friends, whose assistance and moral support is
such a great source of inspiration and a drive to
work for all of us!

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Acknowledgement
Every word of praise and gratitude goes to Allah Almighty whose blessings and
bounties are innumerable to realize and count, and due respect to Holy Prophet
(peace be upon Him) who enables us to recognize our creator and whose
teachings are a role model for us to follow in the time of darkness and despair.

Our extreme and heartiest thanks is for our Respected teacher, who guided us so
well at every stage of this project of Suzuki Motors when we could not just
step ahead without her kind assistance.

She is a true source of knowledge and a Personality

to follow for all of us!
Special Thanks to Mr. Mudassar the assistant manager of Suzuki Motors,
without his guidance the compilation of this report was not possible.

Letter of Transmittal
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Dear Ma’am Aaffia:

Here Is the Report of Principles of Marketing for third semester of Bachelors in

Business Administration (BBA) from Bahira university

As you will see, we have given the profile and history of Suzuki Motors and its
future endeavors. After that we have discussed each P of the promotion mix in detail. At the
end, we have done a detailed SWOT analysis of Suzuki Motors explaining its strengths,
weaknesses, opportunities and threats.

We pay our heartiest gratitude to Ma’am Aaffia to help us provide such a base. It
has been a great opportunity for us to improve and enhance our knowledge as well as our
learning capacities.

Sincerely Yours,

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EXECUTIVE Summary
The purpose of this project is to study and develop deep insight into the
organization and have a practical experience of what is going on in the market.
In short, what the market really is.

Our project is all about the marketing mix and the detailed analysis of the
marketing insight of Suzuki Motors which is a very fascinating project. In
this project of ours we have sorted out the procedure how the company does the
purchase and sales and on various issues related to its processes.

We started with the history and then explained the segments and target
groups of the organization. Then we explained the product, price, placement and
promotion one by one in great detail with the help of pictures, list prices, and
much more.

A detailed and very informative SWOT analysis is given in the last section
of this project which will surely communicate that how well we have understood
the marketing insights.

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Current Situation – Analysis of

Macro Environment

Demographics
Society holds a global or summary belief that an organization is proper and worthy of
support. Suzuki takes pride in being the most trusted name all over Pakistan. Its

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vehicles are regarded as a status symbol. It is the guiding principles of Suzuki which
has strongly developed trust in the people.

Economic Condition
Pakistan, an impoverished and underdeveloped country, has suffered from decades
of internal political disputes and external ongoing conflict with India. However,
IMF approved the government policies, encourages by different foreign assistance
and renewed access to global market since 2001.
By following these policies government succeed to reverse the situation of economy
during last 8 months

Social and Culture Forces

Pakistan has strong culture background and it has been follow in some particular
region of Pakistan strictly. But with the passage of time it is going to change.
Thoughts of people, choices, taste and style has been totally changed. If we talk
about the transportation source in Pakistan, People use buses, pickups etc for
journey. They also have their own as well e.g. cycle, bikes etc and lots of people
are pedestrian. But now the people who haven’t any source of transportation they
also want something for their convenience because they wants to save their time as
much as they can. People want to use such vehicle which looks beautiful and also
affordable.

Political and legal forces

Pakistan has to face lots of ups and down since its independence. So many
governments have been broken down by military authority and most of the time
marsh law applied on Pakistan. In this scenario no entrepreneur was willing to invest
in Pakistan except few. Due to this market environment wasn’t so good in Pakistan.
Anyhow Pakistani government never been trustworthy for any investor.
As all countries, Pakistan also has some legislation about each sector. But like
developing countries it is hardly being imposed by authorities. Only due to
corruption government encourage smuggling and black marketing. When anyone
supported by government or give more commission to Govt. get inside in the market

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and they have very soft behavior by government for any legal action. Such unethical
activities destroy all law and legislation

Technology
Technological factor also very important and we haven’t control on it.
Technology is grooming with the passage of time. People also want that the
product that they have is full of technology. We never control on technology for
example you launched the product last year and your sale volume on that time is
very high but after sometime due to latest invention a lots of substitute exist in
market which affect on your business so you can’t hold on it.

Current situation of market and

market analysis
Market definition
Marketing was defined according to its activities and utilities within the organization.
Therefore, different organizations and experts define it differently, as the viewed it
from different angle. The popular definitions of marketing are as follows...

According to The Chartered Institute of Marketing (CIM - UK)- Marketing is

the management process responsible for identifying, satisfying and anticipating
customer requirements profitably.

On the other hand American Marketing Association (AMA) define Marketing as

the performance of business activities that direct the flow of goods and services
from producer to consumer or user.

The Webster's: definition goes like this: 1. The act of buying and selling in the
market. and 2. All business activity involved in the moving of goods from the
producer to the consumer, including selling, advertising, packaging, etc."

According to Philip Kotler and Gary Armstrong, two ideal marketing theorist,
“Marketing is a social and managerial process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with
others.”

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Market size
First half of the year was the worst. Sales volume during this period has dropped
by 53% compared to last period of last year. Second half was somewhat better than first
half year. As it was grew by 33% over the first half year.
The market size of Suzuki has marginal improved by 2% over the last year in the
organized sector. During the year 593,479 units were sold against 580,604 units last
year. During the first half year Demand was 25% lower than same period of last year.
However this loss of demand was offset by the increased demand latter half year.

Market Segmentation
Dividing a market into smaller groups with distinct needs,

characteristics, or behaviors who might require separate products

or marketing mixes

 geographic segmentations (their location)

 demographic/socio-economic segmentation (gender, age, income occupation, education,

sexual orientation, household size, and stage in the family life cycle)

 psychographic segmentation (similar attitudes, values, and lifestyles)

 behavioral segmentation (occasions, degree of loyalty)

 product-related segmentation (relationship to a product)

Target Marketing
“
Dividing a market into groups based on variables such as age,
gender, family size, family life style, income, occupation, education,
religion, race, generation and nationality

or

Dividing a market into different income groups”

‘

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Gender:
Suzuki has designed its Alto especially for females by giving it a unique
exterior and interior. It targeted women here.

Income:
Suzuki offers many different products in automobile product line to
make its product available for different income group people. It
targeted his market in all classes i.e. Middle ,Upper and Elite class.

Family Size:
Suzuki has launched Safari and APV to cover the consumer market of
people having big families. Here it targeted big families

Age:
SUZUKI particular products are popular with people of particular age,
i.e. swift and Liana for people 20-45 years old.

Occupational:
Products of SUZUKI are very popular among people belonging to
different occupation, i.e. Managers use Liana, Swift, farmers use
SUZUKI PICKUP, clerical staff use Alto.

Positioning
Small cars have been positioned in Pakistan as city cars, which are easy to
drive, give high mileage, with low operational cost and low price. Because of
the tremendous growth in the small car market, various global car
manufacturers are entering this market and thus leading to growing competition.
This has further led to each manufacturer positioning it, better than the rest; by
upgrading products, several versions, new technology giving discounts & offers,
better financing options.
Target customer –A first-time car buyer looking for the best affordable car in
the market .
Benefit –Good performance, good fuel economy. Good in price as well as
quality.

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Value proposition (time of difference) –The trusted and reliable cars with
access to the largest service network and commanding the highest resale value.
Positioning image – Worlds largest selling cars.

Porter’s 5 Force
The strategic business manager seeking to develop an edge over rival firms can use this
model to better understand the industry context in which the firm operates.
Here are the Porter’s 5 forces.
1. Potential new entrants
2. Bargaining power of buyers
3. Bargaining power of suppliers.
4. Threat of substitutes.
5. Industry Competition/rivalry between competitors.

1. Potential new entrants

In Pak Suzuki this can be described as
• In the New Entrant category of Porter's 5 forces, we can see
that it would be tremendously difficult for another car
manufacturer to enter into the market.
• The rate at which the industry is changing does not allow for
new entrants to come into the market very easily, and the cash
investment for a new firm to produce massive quantities of cars
is in the billions.

2.Bargaining power of buyers

• Buyers, from the strong competition inside of the market find
themselves in a very favorable position.
• Since competition is so strong between auto makers and
dealers, consumers will often do research on a vehicle before
making a purchase.
• The high quantity of dealer’s forces prices to be very negotiable
and the consumer often knows exactly what the dealer paid for the
car.
• Thus, consumers are in an enviable position: The market
supply is strong, competition between auto makers and auto sellers
is very intense, and there is no set price.

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• Everything is negotiable. For companies like Pak Suzuki to

continue to compete, the quality of their offerings must be
excellent, dealership service must be strong, and they must focus
on offering consumers a product with high durability and value.

3. Bargaining power of suppliers.

 Pak Suzuki’s suppliers have been known to be some of the most
dedicated suppliers in the industry.

 By virtue of the Just-In-Time production concept pioneered by

Pak Suzuki, the auto industry itself has seen a very positive
relationship develop between its suppliers and producers.

 Suppliers are expected to make deliveries of parts in small

quantities several times a day.

 Pak Suzuki, by reducing its part inventory, has been able to

speed up production costs, save money by not letting parts sit
on the shelf, and improve its relationship with parts suppliers,
which rely on Pak Suzuki for their revenue.

4. Threat of substitutes
 Consumer preference is changing (Mini cars are being replaced
by compact or midsized cars)

 Setting up integrated manufacturing facilities may require

higher capital investments than establishing assembly facilities

 Pakistan is also likely to increasingly serve as the sourcing base

for global automotive companies, and automotive exports are
likely to gain increasing importance over the medium term

 Pakistan passenger car market is moving towards cars of higher

capacity.

5. Industry Competition/rivalry
between competitors
 Industry competition between auto makers is fierce.

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 The typical consumer, when searching for a particular vehicle

is bombarded by choices.

For example, a search for ALTO (Product of Suzuki) yields a

result of Coure (Daihatsu) with a minimal extra amount.

Competition and market share

Atlas Honda
Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor
Company Limited Japan, and the Atlas Group of Companies, Pakistan.

The company was incorporated on November --, 1992 and joint venture
agreement was signed on August ---, 1993. The ground breaking ceremony was
held on April 17, 1993 and within a record time of 11 months, construction and
erection of machinery was completed. The first car rolled off the assembly line
on May 26, 1994. Official inauguration was done by President of Pakistan, Sardar
Farooq Ahmad Khan Leghari. Mr.Kawamoto, President of Honda Motor Company
Limited Japan was also present to grace the occasion. The company is listed on
Karachi, Lahore and Islamabad Stock Exchanges.

On July 14, 1994, car bookings started at six dealerships in Karachi, Lahore, and
Islamabad. Since then the Dealerships Network has expanded and now the
company has sixteen 3S (Sales, Service and Spare Parts) and thirty 2S (Service
and Spare Parts) Pitstops network in all major cities of Pakistan.
Since the commencement of production in 1994, the company has produced and
sold more than 150,000 cars till Oct, 2008.

It is the constant endeavor of Honda Atlas Cars (Pakistan) Limited to achieve No

.1 Customer satisfaction. Honda Atlas Cars (Pakistan) Limited is committed to
meet customer expectations, and to provide good value for money . Currently
we are offering 8 different models of Honda CIVIC and CITY cars in wide range
of colors with unique technological and other features.

Toyota motor
Toyota Motor Introduction Toyota Motor Corporation is one of the world‘s leading automakers,
offering a full
range of models, from mini vehicles to large trucks. Global sales of its Toyota and
Lexus brands, combined with those of Daihatsu and Hino, totaled 6.78 million
units in CY2003*. Besides its own 12 plants and 11 manufacturing subsidiaries
and affiliates in Japan, Toyota has 45 manufacturing companies in 26
countries/locations, which produce Lexus- and Toyota-brand vehicles and
components. As of March 2003, Toyota employs 264,000 people worldwide (on a
consolidated basis), and markets vehicles in more than 140 countries. Automotive
business, including sales finance, accounts for more than 90% of the company's
total sales, which came to a consolidated ¥16.05 trillion in the fiscal year to March

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2003. Diversified operations include telecommunications, prefabricated housing

and leisure boats.

Hyundai motor
The Hyundai Atos (also known as Amica and Santro Xing) is a city car produced by the Hyundai.
The original Atos was introduced in 1997. In 1999, it was joined by the less controversially styled Autos
Prime. It uses the G4HC Epsilon straight-4 engine. The mkII version comes with a 1086 cc G4HG
engine.

While most markets have phased out this model in favors of the new Hyundai i10, it is still
being manufactured in India, where it

The Santro was launched in Pakistan in 2000. As of December 2009, Pakistan is the only
country where the first generation autos is still being sold and the model has received no
upgrade

Adams motors
Adam Motor Company, Ltd. was an automobile manufacturer based in Karachi, Pakistan.
They were notable for producing the Revo, which was Pakistan's first indigenously designed
car. Production ceased in 2006 and their assets were put up for sale.

Initially Adam Motor was involved in assembling light trucks from Chinese components,
followed by a four-wheel drive sports utility vehicle.

Market share of Suzuki or competitors

company names market share

Pak Suzuki motors 44.11

Atlas Honda motors 22.32
Toyota motors 27.25
Hyundai motors 5.12
Adam motors 1.2

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Market share of Suzuki and its competitors

2%

9%
40%
Atlas Honda motors
Toyota motors
49% Hyundai motors
Adam motors

Strengths and weakness of

Competitor

Atlas Honda
STRENTHS
 1.Brand name image
 Smoother drive as compared to competitors
Efficient performance
Quality – ISO Certification
Highly loyal, committed and motivated employees
 Hardworking, experienced and qualified staff STAYS
CLOSE TO CUSTOMERS.
o Technology, Bonuses and reward system for
employees
o UNDERSTAND THEIR NEEDS.
o EXCEED THEIR EXPECTATIONS
WEAKNESSES

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1 . Honda in Pakistan has a lower sale value than Suzuki and Toyota.
2. Its Distribution Centers are less people of Lower Class are unwilling
to buy it because of its image as high status car .
3.Honda’s are expensive to buy and maintain then its counterpart

rivals .
“It faces a long road in gaining trust and making ways to
remove the image that Honda’s are unreliable cars”

Toyota motors
STRENGTHS
1.
Toyota has become the generic name in the Pakistan market. Whenever the company launches
the new car in the market it has always the great support of the already market orientation so
the car introduced by it easily covers the introduction stage. People have a lot of trust for their
name and this is why Toyota is the leader in automobile industry.
2.
Toyota has a great strength for its 2.OD car, Toyota is the hot selling diesel engine car in Pakistan
and is the only company offering the diesel engine in this category of cars.
3.
The important edge over the company editors are the ample availability of the spare parts in the
markets. The price of spare parts is comparatively low and availability all over the country has
proved to be beneficial for the company.
4.
Toyota is a financially strong company. This can be seen by analysis of the
financial reports of the previous years.
5.
Toyota vehicles have got a much stronger resale value than other car in
Pakistan. This is why people prefer to buy a Toyota.
6.
Toyota vehicles are made according to the Pakistani environment. No doubt
the other cars are available but Toyota has an edge because it has learnt various conditions of the
Pakistan environment and people. So new additions

and changes are proving to be successful.

7.
Toyota has an edge over others because it is the only automobile company in Pakistan, while
offers many variants of its vehicles. Also Toyota offered many variants of colors.
8.
Toyota is proud to have a successful team of competent managers and skilled workers. Extensive
training have enabled the employees to perform outstandingly.
9.
Toyota is the only company having the most sophisticated network of dealerships where
customers are treated by professional dealers. There are seventeen dealers in Pakistan where
sales, service and spare parts are offered, leading to convenience for the customers.

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There are some weaknesses in the dealership network. The dealers sometimes tend to deviate
from the recommended course of action and principles of Toyota. This results in customers
complaints sometimes.
3.
The company is besieged with internal operating problems which are not very serious. Because
of dependency on Toyota’s principles delivery of cars is done after 4-6 months. This is because
CKD kits are ordered four months before and once they arrive from Japan, assembly and
delivery takes some more time.
4.
A lot of effort is pull into the sales forecasting because of the changing political and economic scenarios.
For this reasons inventory has to be kept low.
5.
The company feels that one weakness is the changing policies of the government and also the
30% cash L/c margin. This has lead to an adverse environment.

Hyundai motors
Strength
 It has Strong domestic market

 It has Good quality

 It has Cheap labors cost

 It has Production facilities

Weakness
 It has no new Design

 It has no innovations

 It has no luxury cars

Adam motors
Strengths
 Adam motors is market leader in Automobile Industry with high market share.

 Adam Motors Company have huge employee base.

 Adam motors employee productivity percentage is higher.

 Adam motors produce low price car with low fuel consumption.

 ADAM motors is the reputable brand in Indian Industry.

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 Adam Motors Limited is India’s largest automobile company, with revenues of Rs.
35651.48 crores (USD 8.8 billion) in 2007-08.

 The company’s dealership, sales, services and spare parts network comprises over 3500
touch points.

 Adam Motors has been aggressively acquiring foreign brands to increase its global
presence.

weakness
 Return on Investment on ADAM motors shares in low.

 ADAM motors is not able to meet safety standards in their vehicles.

 The domestic sales of the company are not up to the mark.

 Adam has not got a foothold in the luxury car segment in its domestic market.

Market trends
The market trends of Suzuki are listed below:

SALIENT FEATURES:
 Increasing young population

 Rising GDP and per capita income

 Changing lifestyle

THE CONSUMER CLASS:

1) The Urban class

2) The Semi Urban class

3) The Rural class

THE RISE OF SEMI-URBAN CLASS

 Saturating megacity market

 Growing semi-urban tier II

cities

 Better performing market in

recession

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THE EMERGING RURAL MARKET:

 42 million people
 Rs. 8,00 Crores estimated market
 Improving Infrastructure.
 Rural Literacy from 36% to 47%
 Low rural, a marketing opportunity.
 Rural marketing in recession

THE FUTURE OF CONSUMER CLASS:

 Positive long term demand
 Supportive recent quarter data
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 Consistent 6% and above projected

 GDP growth

Current situation – Consumer

Analysis
Natrure of the buying analysis
“I n consumer marketing the relationship between a buyer and a seller is non-personal. Consumers
change their purchasing habits frequently and the buying decisions are always based on physiological,

social and psychological needs of the members of a family household. ”

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Consumers of suzuki take f ollowing decision:

choosing a vendor (a new one? The old one?),

� knowing how to know what brand, type, or model would be appropriate,

� melding the user's criteria with the spoken or unspoken company/group criteria,

� financing (where is the money coming from),

� the user's idiosyncratic criteria,

� the company's needs (or family's needs, etc.) in general and in specific,

� political/relationship-oriented fallout from the decision

Participants
To make this project we make research and surveys and then we get the participants.The
participants of suzuki is as follows:
1: Suzuki Mehran is usually bought by female, teenagers, students and middle class. As it is
economical and unmatched fuel efficiency.
2: Suzuki Liana is usually used by family and business class. As it is a luxury car and can be
found in 1300cc and 1600cc
3: Suzuki Swift is usually used by youngster and teenagers. As it is innovator, unique and
stylish car.
4: Suzuki Ravi is usually used by farmers and transportation of goods. As Suzuki Ravi is the
veritable cargo vehicle with an amazing capacity for load-bearing and durability

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5: Suzuki Bolan van is usually used by the school van drivers for pick and drop of students.
Suzuki Bolan Hi-roof gives you everything you ever wanted in a van. It has tough engine to
carry large loads and plenty of room for passengers to enjoy a comfortable day long ride.
6: Suzuki Alto is usually used by business workers, employees and women like that car. As it
Smooth-riding comfort, Functional and easy to use, Sharp looks, Offering maximum efficiency
and powered by a 1.0-litre engine delivering peppy acceleration and responsive performance,
the Alto fully responds to today’s driving needs in smart and stylish fashion.
7: Suzuki APV is usually used by big families as it has large capacity. It has Heavy engine to
carry load, usually used for long drive.
8: Suzuki cultus is most selling car of Suzuki. As it is universal car used by
middle class. Suzuki Cultus assures everyone, exceptional value and quality.

Demographics

Gender
Suzuki ALTO is especially for females as it giving them a unique exterior and interior.

Income
Suzuki Mehran, Alto, Cultus are used by middle class and Suzuki Liana, Swift are used by
upper class.

Family Size
Suzuki Bolan and APV is used by market of people having big families.

Age
Suzuki particular products are popular with people of particular age, i.e. Cultus and Liana for
people 20-45 years old.

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Occupational
Products of Suzuki are very popular among people belonging to different occupation, i.e.
Managers use Liana, farmers use Ravi, clerical staff use Alto.

Psychographics
Social Class
Suzuki’s all products offered in Pakistan are for lower uppers, upper middle, and middle class.

Life Style
Suzuki’s automobile models are for people of different of life styles, i.e. Liana for achievers,
Mehran for survivors.

Buyer motivation and expectation

If a buyer has a low income then he will not afford an expensive car like Liana. He always
prefer to buy Suzuki Mehran. If a buyer is a rich person then he will not motivated to buy a
less expensive car like Mehran. Consumer expect a product that will meet his need and within
budget with good service. Suzuki is giving a good service and product that’s why it has largest
market share and market growth in Pakistan as compare to other automobile company.
Consumer expect after sale service and maintenance from the company. And company provide
and treat them well.

Loyalty segments:
Suzuki’s customers are loyal to it as it gives good service and its cars are for all segments. For
example Suzuki APV is for big families and customer with big family is loyal to this car. Suzuki
Mehran is for middle class and students so people related to this class are loyal to the company.

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Current situation – internal

Company Resources
Financial
To check the financial position of the business we must have balance
sheet to recognize its current position.

Suzuki has largest market share and have largest market growth in
Pakistan.
As shown in Balance sheet below its assets in 2000 were 3458.2 and
in 2009 its assets increased to 10043.8

Balance sheet of Suzuki

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People
Suzuki's people are its strength; they believe in investing in their people to bring out the best
in them. Each Suzuki member lives each Suzuki moment with customer orientation, positive
attitude and the drive to excel. People and employees of Suzuki are well-educated, very
efficient and very good in making customer relationship. Suzuki proud of its people.

Time
Suzuki is using the method “Just-in-time”. Just-in-time (JIT) is a management
philosophy that strives to eliminate
sources of manufacturing waste by producing the right part in the right place
at the right time. Waste results from any activity that adds cost without
adding value, such as moving and storing. JIT (also known as lean
production or stockless production) should improve profits and return on
investment by reducing inventory levels (increasing the inventory turnover
rate), reducing variability, improving product quality, reducing production
and delivery lead times, and reducing other costs (such as those associated
with machine setup and equipment breakdown). In a JIT system,
underutilized (excess) capacity is used instead of buffer inventories to hedge
against problems that may arise. So Suzuki’s customers are loyal to it.

Skills
Suzuki’s people have great skills of marketing. As they

1. Analytical pattern recognition

2. Agile project management
3. Experimental curiosity and rigor
4. Systems thinking
5. Mash able software fluency

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Vision & Mission

Our Vision

To be excellent all around

Our Mission
To provide automobile of international
quality at competitive price
To improve skills of employees by imparting
training and inculcating in them a sense of
participation
To achieve maximum indigenization and
promote the automobile vending industry
To contribute to Pakistani society through
development of industry in general and
automobile industry in particular

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Corporate objectives:
provide high quality reliable and comfortable cars

financial objective:
Suzuki,s financial objectives are to make money.

Marketing objective
main objective is world domination,with regard to supplying cars.

Long term objectives

.To make a profit - entrepreneurs risk their capital in a business and profit is their reward for
risk-taking. If a business is to grow it needs to make a profit. Some of the profit could be used
to buy new equipment, staff or premises.

. To increase market share - If a firm is able to increase its market share, it shows that it is
winning customers from its competitors; so many businesses have increasing market share as
one of their key aims.

. To provide services to costumers - most businesses provide a service to customers and

therefore, they need to provide services to customers in order to make a profit.

. To improve the quality of the product or service - In most markets, customers have a choice

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about the product or service that they use. If the quality of a product is not as good as that of
its competitors it is likely to loose market share.

Short term analysis

 Enhancement of Expertise

 Run through the Hierarchy System

 Enhancement of Finance

 Increase in Responsibilities

Corporate culture:
Corporate culture is the collective behavior of people using common
corporate vision, goals, shared values, beliefs, habits, working language,
systems, and symbols. It is interwoven with processes, technologies, learning
and significant events. In addition, different individuals bring to the
workplace their own uniqueness, knowledge, and ethnic culture. So
corporate culture encompasses moral, social, and behavioral norms of
your organization based on the values, beliefs, attitudes, and priorities of its
members.
Corporate culture can be transformed, but leadership to sustain anything that
sweeping has to come from "the top."
The corporate culture of Suzuki is “fosters flexibility and innovation”

Summary of situation Analysis

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SWOT Analysis
Strengths
Increasing Demand for Cars
In Pakistan context there are 9 cars in 1,000 persons which is one of the lowest in the
emerging economies which itself speaks of high potential of growth in the auto sector and more
so in the car production.
Rising per capita income with changing demographic distribution and an anticipated
influx of 30 to 40 million young people in the economically active workforce in the next few
years provides a stimulus to the industry to expand and grow.

Resale of Local Assembled Cars

Resale of locally assembled cars is better due to availability of spare parts and after
sales services and warranty. Used imported cars have been selling below their cost at the
showrooms for the last six months but consumers are not inclined to buy because of their low
re-sale value and problems in parts availability.

OEM
The local OEM of Pakistan is well equipped with enough advance technology and
skilled labor to produce parts according to the desired quality of any foreign company.

Quality of Local Cars

Initially when the import of cars was liberalized the quality of local assembled cars was
unsatisfactory so the people of high income level group started buying imported cars and the
sales of the local assembled cars started decreasing so the local assemblers started enhancing
the quality of their vehicles so we can say that the quality of local cars is becoming the strength
of the auto industry..

CNG kit
The advantage of buying local assembled cars is that they comes with factory fitted
CNG kits at the times when the prices of fuel rising at higher pace internationally.

Mechanics
For local assembled cars mechanics are readily available in market and much cheaper
so the buyer has not to worry about any problem that can occur in the car in long term whereas
the availability for imported cars is a bigger issue for the owners and if somehow they are able
to find one then the mechanics charges much higher than actually it should be charged.

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Weakness
WTO—Deletion Program
THE World Trade Organization (WTO) has rejected Pakistan’s request for the
extension of the deletion program which enabled it to lay down the condition of the local
content requirement (LCR). Under LCR, the automobile and other engineering industry was
required to use locally manufactured parts and accessories in terms of government’s deletion
policy. The condition of the LCR was an aberration to the Clause 5.2 of the WTO Agreement
on Trade Related Investment Measures (TRIMs), Article III–-National Treatment under the
GATT, 1994.
WTO’s decision for not extending its deletion program / LCR condition has varied
impact on Pakistan’s vendor industry, automobile assemblers, car users and the government.

Input Cost
In Pakistan as the inflation is increasing so as the input costs and for manufacturers it
is becoming harder to produce at lower cost. Increasing cost of energy and its unreliable and
inconsistent supply adds up the cost of manufacturing and wastage of resources. It is estimated
that by the year 2012, auto industry consumption of electricity will cross 500 – 600 MW from
around 250 - 300 MW, as of now.

Protection Level
Before the TBS was introduced the auto industry was well protected by the government
but now as the import of CKD and CBU is liberalized the protection level to industry by
government is decreased.

Lack of Skilled Manpower for

Modern Machinery
In Pakistan conventional machines are not able to meet the precision manufacturing and
the available labor is not familiar with modern technology it caused by lack of coordination
and linkages with Government/Semi Government Supporting Bodies and Technical Training
Institutes

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Scarcity of Raw Material

Especially Steel
Through previous years the world prices are rising and causing costly inputs and
Pakistan has left with scarce Steel and Iron left, so manufacturers are facing difficulties in
producing cars with low prices.

Opportunities

Import German Technology and

Skills
EDB wanted to build a Pakistan-German automotive supply network, providing
opportunities to Pakistani automotive vendor enterprises to benefit from the German know-
how and technology to improve quality, productivity, developing and marketing of value-added
products.

Foreign Investment and Setup

Production Facilities
China National Heavy Duty Truck Corporation (CNHDTC), one of the largest heavy
duty truck manufacturers in China, has shown interest for investment in the automobile sector
of Pakistan. The study is required to attract players from Germany as well as from other
countries to develop business with the Pakistani counterparts.

Baggage Fuel
As the fuel prices are rising in world Pakistan should switch to Ethanol Fuel as Brazil
is using. Ethanol Fuel is produced by Molasses. Pakistan is one of the country which produces
good quantity of molasses but the engines of the local cars do not support ethanol so Pakistan
should acquire the Technology to produce ethanol compatible cars. In Brazil they use 90%
Ethanol and 10% petroleum whereas Pakistani cars with default engines can afford only 3%
Ethanol.

Global Spare Part Market

The annual gross sales turnover of the auto industry, at present, stands at Rs210 billion while
export of auto parts are estimated at $35 million. As such, the increase in production turnover

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is projected to increase by 185 per cent while the exports of auto parts would make quantum
jump.

Threats
WTO—Parts Indigenization
SMUGGLING OF AUTO PARTS
The auto industry is generally faced by multiplicity of taxes; the presumptive tax regime
has led to increase in prices of imported inputs and the finished goods. Component
manufacturers are struggling to compete with under-invoicing, miss declaration and
smuggling. Import of used parts is still continuing at a large scale. Smuggling, under-invoicing
and dumping of auto parts

Competition with Imported Cars

Auto industry is facing a threat from the import of cars which is already liberalized
further it is said that government will cut about 15% of duties till 2011.

Fuel Prices
According to the authorities the fuel prices which currently are Rs 68.8 and are going to
increase by more Rs. 6 by the end of Feb 1,2010.

Decreasing Tariff Structure

For localized parts of CKD cars, the tariff would reduce from 50 per cent
to 45 per cent in 2008-09 and further to 35 per cent in the next two years. The
tariff for CKD non-localized parts would be reduced from 35 per cent to 32.5 per
cent in 2007-08 and would keep on decline by 2.5 per cent every year to 25 per
cent in 2010-11.
The rate for CBU cars up to 1500cc, the tariff would be reduced from 50
per cent to zero next year (2007-08) and to be kept at that level thereafter. For
CBU cars between 1500-1800cc, the current rate of 65 per cent would be reduced
at the rate of five per cent annually to 50 per cent by 2010-11. For CBU cars
exceeding 1800cc, the applicable rate of 75 per cent would be reduced at the rate
of five per cent per annum to 50 per cent in 2010-11.
The tariff for prime movers (above 280HP) and would remain unchanged,
while it would be reduced for trucks from 10 to five per cent and from 30 to 25
per cent next year.

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MARKETING MIX
A Marketing mix is the division of groups to make a particular product by pricing, product,
branding, place, and quality. Although some Day1 marketers have added other P's, such as
personnel, packaging and physical evidence, the fundamentals of marketing typically identifies
the four P's of the marketing mix as referring to:

"Marketing Mix" is set of correlated tools that work together to achieve company's objectives,
they are: product, price, promotion, place.

The set of controllable tactical marketing tools, product, price,place and promotion - that the
firm blends to produce the response it wants in the target market:

 Product - A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products are
often service based like the tourism industry & the hotel industry. Typical examples of
a mass produced tangible object are the motor car and the disposable razor. A less
obvious but ubiquitous mass produced service is a computer operating system.
 Price – The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product identity
and the customer's perceived value of the product. The business may increase or
decrease the price of product if other stores have the same product.
 Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as virtual
stores on the Internet.
 Promotion – Promotion represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements - advertising, public relations,
word of mouth and point of sale. A certain amount of crossover occurs when promotion
uses the four principal elements together, which is common in film promotion.
Advertising covers any communication that is paid for, from television and cinema
commercials, radio and Internet adverts through print media and billboards. One of the
most notable means of promotion today is the Promotional Product, as in useful items
distributed to targeted audiences with no obligation attached. This category has grown

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each year for the past decade while most other forms have suffered. It is the only form
of advertising that targets all five senses and has the recipient thanking the giver. Public
relations are where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
Word of mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically engaged to create word
of mouth momentum. Sales staff often plays an important role in word of mouth and
Public Relations

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Marketing strategy-current and

the proposal
Product
PRODUCT LIFE CYCLE

Introduction:
As a new product much time will be spent by the
organization to create awareness of it presence
amongst its target market. Profits are negative or
low because of this reason.
Growth:
If consumers clearly feel that this product will benefit
them in some ways and they accept it, the
organization will see a period of rapid sales growth.
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Suzuki stands on Growth Stage. As the sales of

Suzuki is high as compare to Hyundai Getz then the
consumer will buy Suzuki by providing them with
great benefits in future and they will accept it.

Maturity Stage
Three phases of this stage are:
Growth (Sales growth rate starts to decline) Eg:
Suzuki sold 3,436 units in Feb ’07 (7% increase over Jan ’07 but
less than Feb ’06 over Jan ’06 increase)
Stable (Sales flatten) Eg: Suzuki’s Alto, and Swift sales stood at
34,759 units in July ’08 as against 34,737 units in July ’07 (up
0.2%).
Decaying Maturity (Absolute level of sales starts to decline)
Eg: Suzuki sold 5,970 units in July ’07, but only 4,953 units in
July ’08 (17% decline)

A product is anything that can be offered

to a market for attention, acquisition,
use, or consumption that might satisfy a
want or need

Levels of Product
There are three levels of product.
Core Benefit

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Actual Product
Augmented Product

Core Benefit
The most basic level is the core benefit, which addresses the question
What is the buyer really buying? When designing the product Suzuki
marketers first define the core benefits or services that its consumer
seeks.

Actual Product
At the second level, product planners must turn the core benefit into
an actual product. Suzuki marketers develop product features, design,
a quality level, a brand name etc.

Augmented Product
Finally, product planners must built an augmented product around the
core benefit and actual product by offering additional consumer
services and benefits.

Product Classification
Products fall into two broad classes based on the type of consumers that use them.

Consumer Product
Industrial Product

Consumer Product
Product bought by final consumer for personal
consumption is a consumer product

Marketers usually classify these products further based on how consumers go about buying
them. It includes:

Convenience Product

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Shopping Products
Specialty Products
Unsought Products

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Market Type of Consumer

Considerations
Product
Convenience Shopping Specialty Unsought
Frequent Less Strong Little
Customer purchase, frequent brand product
little planning, purchase, preference awareness,
Buying little much and loyalty, knowledge
comparison or planning special (or, if
Behaviour shopping and purchase aware,
effort, low shopping effort, little or
customer effort, little even
involvement comparison comparison negative
of brands of brands, interest)
on quality, low price
price, style sensitivity
Low price Higher High price Varies
Price price
Widespread Selective Exclusive Varies
Distribution distribution, distributiondistribution
convenient in fewer in only one
location outlets or a few
outlets per
market
area
Mass Advertising More Aggressive
Promotion promotion by and carefully advertising
the producer personal targeted and
selling by promotion personal
both by both selling by
producer producer producer
and and and
resellers resellers resellers

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Industrial Products

Product bought by individuals and organizations for

further processing or for use in conducting a business

The three groups of industrial products include:

Materials and parts

Capital Items
Supplies and Services

Individual Product Decision

Product
Branding Packaging Labelling Support
Services

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Product Attributes
These include:

Quality
Features
Style
Design

Branding
A name, term, sign, symbol, or design, or a combination of these that identifies
the product or services of one seller or group of sellers and differentiates them
from those of competitors is referred as a Brand ex “SUZUKI MOTORS” and the
process is called branding.

Product Line
A group of products that are closely related because
they function in a similar manner, are sold to the
same customer groups, are marketed through the
same types of outlets, or fall within given price range
The major product line decisions involve:
Product Line Length
Product Line Stretching
Upward
Downward
Both ways
Product Line Filling

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Product Mix Decisions

Product mix or product portfolio is the set of
all lines and items that a particular seller
offers for sale

A company’s product mix has four important dimensions

Product Mix Width

Product Mix Length
Product Mix Depth
Product Mix Consistency

Product Mix Width

The number of different product lines the company
carries.
Suzuki motors has two product lines in Pakistan i.e. automobiles and
motorcycles.

Product Mix Length

The total number of items Company carries within its
product lines.

SUZUKI MOTORS has 9 products in automobiles and 5 in

motorcycles in Pakistan

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Product Mix Depth

The number of versions offered to each product in the
line.
SUZUKI MOTORS provides different versions of different products.

Product Mix Consistency

How closely related the various product lines are in end use.
SUZUKI MOTORS has closely related product mix.

Brand Equity
The positive differential effect that knowing
the brand name has on customer response to
the product or service

Brand Strategy Decision

Brand Positioning Brand Name Brand Brand
Selection Sponsorship Development

•Attributes •Selection •Manufacturer's •Line Extension

•Benefits •Protection Brand •Brand
•Beleifs and •Private Brand Extension
Values •Licensing •Multibrands
•Cobranding •New Brands

Product Lines of Suzuki

The international product line of Suzuki includes:

Automobiles
Motorcycle
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All-Terrain Vehicles (ATVs)

Outboard Marine Engines
Internal Combustion Engines

Product Lines in Pakistan

Suzuki Motors have two major product lines in Pakistan.

Automobiles
Motorcycles

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Automobiles

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Liana VURV 1300 cc / 1600 cc

A high-grade dashboard where luxury meets sporty functionality.
Neatly laid out instruments.
A surprisingly spacious Liana cabin, tastefully colour-coordinated in beige and black,
surrounds the driver and passengers in relaxing ambiance.
The Liana VURV is tailored for driving experience that are both refreshing and relaxing.

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Specifications

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CulTus 1000 cc EFi

Cultus is a blend of space and craft

Its trim body conceals ample space, flexibility for both
passengers and storage.
Suzuki Cultus assures everyone, exceptional value and quality.

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Specifications

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Alto 1000 cc
Smooth-riding comfort
Functional and easy to use
Sharp looks
Offering maximum efficiency and powered by a 1.0-litre engine delivering peppy
acceleration and responsive performance, the Alto fully responds to today’s driving
needs in smart and stylish fashion
An exciting set of new features now make the Alto even more stylish, more
convenient and more comfortableExterior

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Specifications

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Mehran 800 cc
Unrivalled in its class, Mehran is Pakistan’s largest selling car.

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More smart features like

Head turning lamp
Matching front grill
Two spoke steering wheel gives it the tidy look
Functional economy, peak performance or unmatched fuel
efficiency, Mehran VXR is the leader

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Specifications

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APV 1500cc(Imported)
The New APV gives you everything you ever wanted in your
vehicle
Spacious interior for comfort
Tough engine to carry large loads
Plenty of room for passengers to enjoy a comfortable day long ride.

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Specifications

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Bolan VAN
The Suzuki Bolan Hi-roof gives you everything you ever wanted in a van
Spacious interior for comfort
Tough engine to carry large loads
Plenty of room for passengers to enjoy a comfortable day long ride
Air-conditioned model (dual thrust) has been recently introduced

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Specifications

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RAVI Pick Up 800cc

Suzuki Ravi is the veritable cargo vehicle with an amazing capacity for load-bearing
and durability.
Undoubtedly, the unrivalled commercial vehicle in its class, Ravi is the breadwinner
for millions in Pakistan.
This light commercial vehicle referred to as the mini revolution, replaced the animal-
drawn vehicles in Pakistan.

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Specifications

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Recent Launch

History
With success stories in countries across the globe, the new Suzuki Swift
has embarked its journey in Pakistan. From the very beginning of the new Swift’s
development programme, a dedicated team of Suzuki designers and engineers
collaborated extensively with automotive professionals and motoring enthusiasts
in pursuit of Suzuki’s best compact car ever. Suzuki on track of its radical
programme of innovation, to reaffirm and strengthen Suzuki’s position as a leader
and innovator in compact car segment and to yield vehicles that embody unique
position of company being market leader in automobile industry. In pursuit of
this and satisfying market need of a compact car with latest technology; Suzuki
Engineers went into relentless effort to come up with new Suzuki Swift and
modify it according to the needs and requirement of Pakistani customer. New
Suzuki Swift has short yet impeccable history of Success, rewards and accolades.

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Price
The amount of money charged for a
product or service, or the sum of the
values that consumers exchange for the
benefits of having or using the product or
service the product or service
Considerations in Setting Price

l and external considerations

Customer
Perceptions of
value Other interna
Product Cost

Price Marketing Price Floor

Ceiling Strategy, No profits below
No demand this price
above this
Objectives and
price Mix

The price the company charges falls somewhere between one that is too high to produce
any demand and one that is too low to produce a profit. Customer oriented pricing involves
understanding how much value consumers place on the benefits they receive from the product
and setting a price that captures this value.

General Approaches
Value Based Pricing
Setting prices based on buyer’s perceptions
of value rather than on seller’s cost
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It means that the marketer cannot design a product and marketing program
and then set the price. Price is considered along with the other marketing mix
variables before the marketing program is set.

Customers Value Price Cost Product

Types of Value Based Pricing

Good – Value Pricing
Value – Added Pricing

Good – Value Pricing

Offering just the right combination of quality and good service at
a fair price
Value – Added Price
Attaching value – added features and services to differentiate a
company’s offers and to support charging higher price
Cost Based Pricing

Setting prices based on the costs for producing,

distributing, and selling the product plus a fair rate of
return for effort and risk

Product Cost Price Value Customers

SUZUKI MOTORS uses both cost-based and value based pricing

for its various products.

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Types of Cost
Fixed cost – Cost that do not vary with production or sales level
Variable cost – Costs that vary directly with the level of production
Total cost – The sum of the fixed and variable costs for any given level of
production

Types of Cost-Based Pricing

There are two types of cost-based pricing:

Cost-Plus Pricing
Break-Even Analysis

Cost-Plus Pricing
Adding a standard markup to the cost of the product

𝐹𝑖𝑥𝑒𝑑 𝐶𝑜𝑠𝑡
𝑈𝑛𝑖𝑡 𝐶𝑜𝑠𝑡 = 𝑉𝑎𝑟𝑖𝑎𝑏𝑙𝑒 𝐶𝑜𝑠𝑡 +
𝑈𝑛𝑖𝑡 𝑆𝑎𝑙𝑒𝑠

𝑈𝑛𝑖𝑡 𝐶𝑜𝑠𝑡
𝑀𝑎𝑟𝑘𝑢𝑝 𝑃𝑟𝑖𝑐𝑒 =
(1 − 𝐷𝑒𝑠𝑖𝑟𝑒𝑑 𝑅𝑒𝑡𝑢𝑟𝑛 𝑜𝑛 𝑆𝑎𝑙𝑒𝑠)

Break-Even Analysis
Setting prices to break even on the costs of making and marketing
a product; or setting prices to make a target profit

𝐹𝑖𝑥𝑒𝑑 𝐶𝑜𝑠𝑡
𝐵𝑟𝑒𝑎𝑘 𝐸𝑣𝑒𝑛 𝑉𝑜𝑙𝑢𝑚𝑒 =
𝑃𝑟𝑖𝑐𝑒 − 𝑉𝑎𝑟𝑖𝑎𝑏𝑙𝑒 𝐶𝑜𝑠𝑡

Internal Factors
Customer perceptions of value set upper limit for prices and costs set lower
limit. Internal factors affecting pricing include the company’s overall marketing
strategy, objectives, and marketing mix, as well as other organizational
considerations.

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Overall Marketing Strategy

Price is only one element of the broader marketing strategy. Thus, before
setting the price, the company must decide on its overall marketing strategy for
the product or service. If the company has selected its target market and
positioning carefully, then its marketing mix strategy, including price, will be
straightforward. Pricing Strategy is largely determined by decisions on marketing
positioning.

Overall Marketing Objectives

General pricing objectives might include survival, current profit
maximization, market share leadership, or customer retention and relationship
building. At a more specific level, a company can set price to attract new
customers or to profitably retain existing ones. It plays an important role in
helping to accomplish the company’s objectives at many levels.

Overall Marketing Mix

Price is the only one marketing mix tools that a company uses to achieve
its marketing objectives. Price decisions must be coordinated with the product
design, distribution and promotion decisions to form a consistent and effective
integrated marketing program. Decision made for other marketing mix variables
may affect pricing decisions.

Target Costing

Pricing that starts with an ideal selling price, then

target costs that will ensure that the price is met
Organizational Consideration
Management must decide who within the organization should set prices.
Companies handle prices in a number of different ways. Companies handle
pricing in a variety of ways. In small companies, prices are often set by top
management rather than by the marketing or sales departments. In large companies, pricing

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is typically handled by divisional or product line managers. In industrial markets, salespeople

may be allowed to negotiate with customers within certain price ranges.

PAK SUZUKI MOTORS set prices with consultation with its parent company in Japan.

External Factors
External factors include the nature of the market and demand, competitors’
strategies and prices, and other environmental factors. High taxes imposed by the
government on this industry are one of the major external factors.
The Market and Demand
Competitor’s Strategies and Prices
Economic Conditions
Resellers
Government
Social Concerns

The Market and Demand

The seller’s pricing freedom varies with different types of
markets. Economists recognize four types of markets, each presenting
a different pricing challenge.

Pure Competition
The market which consists of many buyers and sellers
trading in a uniform commodity
Suzuki Motors does not prevail in such type of market because it offers
different products ranging from very expensive products to reasonable products
and it mainly focuses the middle and upper class.

Monopolistic Competition
The market consists of buyers and sellers who trade over a range of
prices rather than a single market price

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Suzuki Motors does not prevail in such type of market because it offers
different products ranging from very expensive products to reasonable products
and it mainly focuses the middle and upper class.

Oligopolistic Competition
The market consists of a few sellers who are highly sensitive to each other’s
pricing and marketing strategies
Suzuki Motors prevail in such type of market because it offers different products
ranging from very expensive products to reasonable products and it mainly focuses the middle
and upper class.

Pure Monopoly
The market consists of a single seller
Suzuki Motors does not prevail in such type of market because it offers different
products ranging from very expensive products to reasonable products and it mainly focuses
the middle and upper class.

Competitor’s Strategies and Prices

In setting prices, the company must also consider competitors’ costs, prices, and market
offering. Consumers will base their judgment of a products value on the prices that competitors
charge for similar products. The company’s pricing strategy may affect the nature of
competition it faces. No matter what price the company charges – high, low or in between – be
certain to give customers superior value for that price.

Economic Conditions
Economic conditions can have a strong impact on the firm’s pricing
strategies. Economic factors such as boom or recession, inflation, and interest
rates affect pricing decisions because they affect both consumer perceptions of
the product’s price and value and the costs of producing a product.

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Resellers
The company must also consider what impact its prices will have on other
parties in its environment. How will resellers react to various prices? The
company should set prices that give resellers a fair profit, encourage their support,
and help them to sell the product effectively.

Government
The government is another important external influence on pricing
decisions. Pricing decisions are subject to an incredibly complex set of customer,
company, competitive and environmental forces.

Social Concerns
In setting prices, a company’s short term sales, market share, and profit
goals may have to be tempered by broader societal considerations.

New Product Pricing Strategies

Pricing strategies usually change as the product passes through its life cycle. The
introductory stage is especially challenging. Companies bringing out a new product face the
challenge of setting prices for the first time. They can choose between two broad strategies:

Market-Skimming Pricing
Market-Penetration Pricing

Market-Skimming Pricing
Approach under which a producer sets a high price for a new high-end product or a
uniquely differentiated technical product is called price skimming. Its objective is to 'skim'
maximum revenue from the market before substitutes products appear. After that is
accomplished, the producer can lower the price drastically to capture the low-end buyers and
to thwart the copycat competitors.

In its initial phases, sets up high prices, in order to "skim" the revenue layer by layer
from the market. It is normally suitable for situations when the quality and image of the product

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justify and support the premium price, when an adequate number of buyers are willing to buy
the product at the proposed premium price by the company. Market skimming is also suitable
when the cost of production of a small volume of products is not that high. Lastly, market
skimming is applicable when the competitors of the product are incapable of accessing the
market conveniently.

Market-Penetration Pricing
Strategy adopted for quickly achieving a high volume of sales and deep market-penetration
of a new product. Under this approach, a product is widely promoted and its introductory-price
is kept comparatively lower. This strategy is based on the assumption that are as follows:

The product does not have an identifiable price-market segment

It has elasticity of demand (buyers are price sensitive)
The market is large enough to sustain relatively low profit margins
The competitors too will soon lower their prices

This pricing strategy involves setting a low initial price in the attempt of
penetrating the market on a quick yet productive basis in order to win a large
chunk of the market share. In contrast to market skimming, market penetration
works when the market of the respective product is highly price sensitive or the
production and distribution costs share an inverse relationship with the sales
volume. Another suitable situation for market penetration would be when low
price plays a prime role in defeating and keeping out the competition.

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Product Mix Pricing Strategies

Strategy Description
Product Line Setting price steps between
Pricing product line items

Optional- Pricing optional or accessory

product pricing products sold with the main
product

Captive- Pricing products that must be

product pricing used with the main product

By-product Pricing low-value by-products to

pricing get rid of them

Product bundle Pricing bundles of products sold

pricing together

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Price-Adjustment Strategies
Strategy Description
Discount and Reducing prices to reward
customer responses such as
allowance pricing paying early or promoting the
product
Segmented Adjusting prices to allow for
differences in customers,
pricing products, or locations

Psychological Adjusting prices for

psychological effect
pricing
Promotional Temporarily reducing prices to
increase short run sales
pricing
Geographical Adjusting prices to account for
the geographic location of
pricing customers

Dynamic pricing Adjusting prices continually to

meet the characteristics and
needs of individual customers and
situations
International Adjusting prices for international
markets
pricing

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Discounts and allowances

Discounts and allowances are reductions to a basic price of goods or services.

 2/10 net 30 - this means the buyer must pay within 30 days of
the invoice date, but will receive a 2% discount if they pay
within 10 days of the invoice date.
 3/7 EOM - this means the buyer will receive a cash discount of
3% if the bill is paid within 7 days after the end of the month
indicated on the invoice date. If an invoice is received on or
before the 25th day of the month, payment is due on the 7th day
of the next calendar month. If a proper invoice is received after
the 25th day of the month, payment is due on the 7th day of the
second calendar month.
 3/7 EOM net 30 - this means the buyer must pay within 30 days
of the invoice date, but will receive a 3% discount if they pay
within 7 days after the end of the month indicated on the invoice
date. If an invoice is received on or before the 25th day of the
month, payment is due on the 7th day of the next calendar
month. If a proper invoice is received after the 25th day of the
month, payment is due on the 7th day of the second calendar
month.
 2/15 net 40 ROG - this means the buyer must pay within 40
days of receipt of goods, but will receive a 2% discount if paid

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in 15 days of the invoice date. (ROG is short for "Receipt of

goods.")

PLACEMENT
A set of interdependent organization that
help make a product or services available
for use or consumption by the consumer
or business user
Every other P is affected by channel decision. Today, companies are using
multiple channels in a bid to woo customer.

A company channel decisions directly affect every other marketing decisions.

For the success of any firm management must design its channel carefully
incorporating today’s needs with tomorrow’s likely selling environment.

Suzuki Motors has designed its distribution channels very strongly which is
the main cause of its success. The imaginative distribution systems of Suzuki
Motors have helped them in gaining competitive advantage.

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Channel Functions
To gather information about potential and current customers ,Competitors
, etc
To develop and disseminate persuasive communication about an offer to
stimulate purchasing.
To reach agreement on price and other terms so that transfer of ownership
can be affected.
To place orders with manufacturer.
To finance inventories at different levels.
To provide storage/movement.
To ensure payment.

Suzuki Motors perform all these function of distribution to get the success
in the modern era. This is one of the main reasons of its success and Suzuki
Motors always try their best to satisfy all the needs and want of their
customers.

How Channel Member Add Value

Producers of different Suzuki companies use intermediaries because they
create greater efficiency in making goods available to target markets.
Suzuki Motors through their contacts, experience, specialization, and scale
of operation, intermediaries usually offer the firm more than it can achieve
on its own.
Using intermediaries can provide economies. Suzuki Motors get these
economies by using different levels of intermediaries.
Suzuki Channel members add value by bringing the major time, place and
possession gaps that separate good and services from those who would
use them.

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Channel Levels
A layer of Suzuki intermediaries that performs some work in brining
the product and its ownership closer to the final buyer is the channel
level. The number of Suzuki intermediary levels indicates the length
of a channel. There are two type of channels
Direct Marketing Channel
Indirect Marketing Channel

Direct Marketing Channel

A marketing channel that has no intermediary levels
is called direct marketing channel.
Suzuki Motors has no link with this direct marketing channel. It
involves many intermediaries but to satisfy the needs of some important
and special customers it has to involve in this type of marketing
channel.

Indirect Marketing Channel

A channel containing one or more intermediary levels
is called indirect marketing channel.
Suzuki Motors is mainly linked with this type of marketing
channel. It involves many intermediary levels to provide their goods to
their target market consumer.

Consumer and business marketing channels with even more

levels can sometimes be found. But less often, from the producer point
of view of Suzuki Motors, a greater number of levels mean less control
and greater channel complexity.

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Channel Behavior and

Organization
Distribution channels of Suzuki are more than simple collection of firms tied
together by various flows. They are complex behavioral systems in which people
and companies interact to accomplish individual, company and channel goals.
Some interactions are formal and some are informal depending on organizational
structure. Suzuki Motors deals with both type of interactions but mainly focus on
formal interaction.

Marketing channels of Suzuki Motors consist of firms that have partnered for their
common good
Each channel member of Suzuki Motors depends on the others
Each channel member of Suzuki Motors plays a specialized role in the channel
The overall channel success of Suzuki Motors depends on the success of individual
channel success

Channel Conflict
Disagreement among marketing channel
members on goals and roles-who should do what
and for what rewards is called channel conflict.

The disagreement over goals, roles and rewards among different channels
of Suzuki Motors sometimes generate channel conflict.
Horizontal conflict of Suzuki Motors- conflicts occurs among firms at
the same level of the channel of Suzuki.
Vertical conflict of Suzuki Motors- conflicts between different levels of the same channel
of Suzuki.

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Causes of Conflicts
Main causes of conflicts in Suzuki Distribution Process are:

Goal incompatibility
Unclear roles and rights
Differences in perceptions
Cooptation
Joint membership in and between trade association

Solutions to Conflict
When conflict is acute, there are three solutions:-

Diplomacy
Mediation
Arbitration

Diplomacy
Each side sends a person /group to meet with its counterpart to resolve conflict

Mediation
Resorting to a neutral third party who is skilled in conciliating their interests

Arbitration
When two parties agree to present their argument to 1 or more arbitrators and
accept their decision as final and binding

Channel Dynamics
Suzuki uses following types of marketing channels:

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Conventional Distribution Channel

Vertical Marketing System
Horizontal Marketing System
Multichannel Distribution System

Conventional Distribution Channel

A channel consisting of one or more independent producers, wholesalers, and
retailers, each a separate business seeking to maximize its own profits even at the expense of
profits for the system as a whole.

Vertical Marketing System

A distribution channel structure in which producers, wholesalers, and

retailers act as a unified system. One channel member owns the others, has
contracts with them, or has so much power that they all corporate.

VMS achieve economies through size, bargaining, power, and eliminating

of duplication (dominant in U.S)

Types of VMSs
Corporate VMS
Contractual VMS
Administered VMS

Corporate VMS
A vertical marketing system that combines successive stages of production
and distribution under single ownership – channel leadership is established
through common ownership.

Contractual VMS
A vertical marketing system in which independent firms at different levels of
production and distribution join together through contracts to obtain more economies or sales

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impact than they could achieve alone. A contractual VMS in which a channel member called a
franchiser, links several stages in the production process is called a franchise organization.

Administered VMS
A vertical marketing system that coordinates successive stages of production and
distribution, not through common ownership or contractual ties, but through the size and power
of one of the parties is called administered VMS.

Horizontal Marketing System

A channel arrangement in which two or more companies at one level join together to
follow a new marketing opportunity, by working together, companies can combine their
financial, production, or marketing resources to accomplish more than any one company could
alone.

Multichannel Distribution Systems

A distribution system in which a single firm sets up two or more marketing channels to
reach one or more customer segments- often called Hybrid marketing channels.

Suzuki Motors has mainly focused on this channel because it is considered to be best
for automobiles companies and also give a lot of benefits.

Benefits
Important benefits of multichannel marketing systems are:

Increased market coverage

Lower channel Cost
More Customer selling

Channel Design
The channel design decisions include:
Analyzing customer needs
Establishing Channel Objectives

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Identifying major channels alternatives

Analyzing Customer Needs

Lot size -1 or many units
Waiting time – Customer Want speed
Spatial convenience – degree of ease of purchasing
Product variety
Services backup

Establishing Channel Objectives

Channel objectives vary with product characteristics:-

Perishable product require shorter channel.

Bulky products need channels that minimize channel distance and handling.
Non – standardized products (Specialized machinery) are sold directly by company
representatives etc.

Identifying Major Channel

Alternatives
Identifying major channel alternatives involve:

Types of intermediaries
Number of marketing intermediaries
Terms and Conditions

Types of Intermediaries
A firm should identify the types of channel members available to carry out its channel work.

Company sales force

Manufacture’s agency
Industrial distributors

Number of Marketing Intermediaries

Companies must also determine the number of channel members to use at each level. Three
strategies are available:

Exclusive distribution – Automobiles

Selective distribution – Fashion
Intensive distribution – Coca Cola

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Suzuki Motors uses the strategy of exclusive distribution for automobiles and motorcycles
but there is a room for selective distribution for motorcycles.

Terms and Conditions

Price policy – Producer must establish a price list and a schedule of
discount.
Condition of sale – Producer payment terms (credit /discount)
guarantees (for distributers)
Territories – Producer defines distributers for territories and terms of
appointing other distributers
Tying agreements – Full line forcing

Evaluating major channel

alternatives
Economics criteria – Choosing between different levels of sales and costs
Control and adoptive criteria – to decide whether company should sell
directly or through agents

Channel Management
Selecting channel members – financial market reputation , servicing ability
Training channel members – esp. , dealers , salesman
Evaluating channel members – carrot/stick
Modifying channel arrangement – effecting changes when necessary.

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Retailing Process
All activities involved in selling goods or services directly to find customer for
personal, non - business use. Any organizing selling to find customer is retailing.

Types of Retailing
Specialty stores
Department stores
Supermarket
Convenience store
Discount Store
Off Price Retailer
Hyper markets
Catalog Showroom

Placement in Retailing Process

General business districts
Regional shopping centers
Community shopping centers
Strip malls – “walk the mall”
Location within a larger store- “Shop within a shop”

Wholesaling Process
Wholesaling process includes all activities involved in selling goods/services to those
who buy for resale or business use and excludes manufacturers, farmers, retailers, etc.

It is different from retailer because of these reasons:-

They deal with business customer (not final customer)

Transactions are larger in volume and areas
Taxes / legalities differ in the 2 cases

Why Wholesalers?
More contacts/rapport

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More assortments
Customer benefit from bulk sales/buying
Warehousing
Transportation
Financing
Risk sharing
Market information
Counseling retailers/ industrial customers

Placement in Wholesalers Process

Placement in Wholesalers market were usually located in low rent commercial areas
but are becoming more up-market now with computerized operations.

Market Logistics
Deciding on company value proposition to consumer
Deciding on best channel design / network to reach customer
Operational excellence in sales forecast, warehouse, management, transportation, and material
management.
Implementing Solution with Best MIS, equipment, policies, and procedures.

OBJECTIVES
M= T + FW +VW + S
M= Total logistics cost of system

T= Total fright cost of system

FW = Total fixed warehouse cost of Suzuki motors

VW = Total Variable warehouse cost of Suzuki motors

S= Total cost of lost sales due to delays/glitches

OBJECTIVES = MINIMIZE M
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Market Logistics Decisions

The marketing logistics of marketing logistics decisions of Suzuki Motors include:

Order processing Decisions

Most companies try to shorten the order to payment cycle.

Warehousing Decisions
Company must decide on number of inventory stocking locations. To reduce warehousing and
inventory stocking duplication costs the Suzuki Motors may centralize its inventory in one
place and use fast transportation to fulfill orders. Trend is “automated” warehousing where
computers handle everything and issuing invoices.

Inventory Decisions
When to order (reorder point)
How much to order
Inventory carrying cost
Just in Time

Transportation Decisions
There are six types of transportation system in Pakistan – Rail, Air, truck, waterway, pipeline
and internet

Criteria – Speed, frequency, dependability, capability, Availability, Traceability cost.

Promotion
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A company’s total promotion mix also called

its marketing communication mix consist of
the specific blend of
ADVERTISING is any paid form of non-personal presentation and promotion
of ideas, goods or services by an identified sponsor.

SALES PROMOTION is a short term incentives to encourage the

purchase or sale of a product or service.

PUBLIC REALITION is building good relation with companies various

publics by obtaining favorable publicity, building up a good corporate image, and handling and
heading off unfavorable rumors stories and events.

PERSONAL SELLING is a personal presentation by the firms sale

force for the purpose of making sales and building customer relationships.

DIRECT MARKETING is a direct connection with carefully targeted

individual consumers to both obtain an immediate response and cultivate lasting customer
relationships.

PAK SUZUKI uses a combination of advertising

and direct marketing.

Integrated Communication
Carefully integrating and co-coordinating
the companies many communication
channels to deliver a clear consistent and a

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compelling message about the organization

and its products.

Seven Steps in Developing an

Effective Communications Plan
PAK SUZUKI effective communication to
potential audiences what a project is about is of
paramount importance when little or nothing is
known in the area.
A little bit of planning in this area will pay dividends in terms of coherence and
consistency in what you want to say and when. You also need to give some thought, especially
in complex projects, to who is going to do the talking!

1. Know what your overall priorities and objectives are.

This might sound ridiculous; of course you know; you’ve got a project plan. But how
do these objectives translate into messages your audience can either relate to or will be
interested in? How do they fit in with what might be happening in the wider world? Many
priorities and objectives don’t necessarily need to be relayed to anyone outside a project –
they’re merely part of the development. Having those accessible on a website or where people
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can find them if they need to, should be fine. But one or two will be real corkers, else you’d
not be doing the work!

2. What main themes do they fall into?

Keep these themes straightforward.

3. Who do you want to tell?

And who needs to know (funders, partners)? How aware of you or your activity are
they already? (one of the biggest challenges is dealing with different potential audiences who
are at differing ends of the awareness spectrum). Try not to be too ambitious and reach too
many people – better to keep it small and do it well. Map your audiences against their likely
angle of interest in the project (in the technical or the social networking side for instance?).

4. How do you think you can reach them?

What do they read/attend/listen to/log onto? How much of your dissemination might be
simply word of mouth and networking at particular events? If that works for you, fantastic;
don’t discount it! Equally, other partners can help your message get across and often even
strengthen it.

5. What bite-sized messages can you break your themes down to?
Don’t confuse through making a message too complex or irrelevant. Are the end-users
really going to need to know all about how the technology works? Focus on what each person
needs to know and tell them simply and succinctly. Avoid jargon and too much background. If
people want that they can get it later. Less is more, as long as less gets to the point!

6. What sort of timescales is realistic?

Don’t be over-optimistic; don’t underestimate preparation time and capacity. Having
just a few, but strong, key comes milestones is probably a good thing to aim for, with perhaps
some drip-feed for in-between times.

7. And finally

Map all these back to objectives and main themes – keep it focused on the end goals!

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Push vs. Pull Strategy

Push strategy
A promotion
strategy that calls
for using sales
force and trade
promotion to push
the product through
channels

Pull
strategy
A promotion
strategy that calls
for spending a lot
on advertising and
consumer promotion to induce final consumer to buy
the product

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Budget and control

The cost for Suzuki marketing was 2000 Million Rupees but its budget was only 1100
Million Rupees. Company thinks to advertise first by this money. The decision was made by
Marketing department and then they contact Finance Department to get finance. Finance
department approved their request to get finance. After getting finance they start marketing.

Suggestion and recommendations

World trade organization (WTO) has rejected their program of deletion. We
suggest they must start an alternative program for extension of their
growth. So that their market growth and market share do not declined. To
reduce their input cost they must use other methods for producing
resources so that they can lower their cost of production. They must make
trust with government so that government give them security and
protection. They must train their workers to use innovations and new
technology as workforce is backbone of the company. We recommended
them that they must increase their production and give more beautiful and
heart touching look to the car with good system and service.

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Bibliography
www.paksuzuki.com

www.google.com

www.informaworld.com

www.pama.com

Principles of Marketing (Philip Kotler)

Suzuki Area Office Karachi and Lahore

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