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BRANDING PROCESS OF SUZUKI LIANA

2011

BRANDING PROCESS OF SUZUKI LIANABY: SYED AKBER SHAH ERUM SHAUKAT SANA MAJEED

PAK-KIET CITY CAMPUS

Page 1

ContentsAcknowledgement ................................................................................................................................... 3 LETTER OF TRANSMITTAL......................................................................................................................... 4 EXECUTIVE SUMMARY: ............................................................................................................................ 5 HISTORY OF PAK SUZUKI .......................................................................................................................... 6 OUR VISION: ............................................................................................................................................ 7 OUR MISSION: ......................................................................................................................................... 7 MANAGEMENT: ....................................................................................................................................... 8 MARKETING DEPARTMENT: ..................................................................................................................... 9 MARKET DESCRIPTION: .......................................................................................................................... 10 ABOUT LIANA: ....................................................................................................................................... 11 Introduction Of LIANA ........................................................................................................................ 11 Marketing mix of Suzuki Liana: .............................................................................................................. 12 Product .............................................................................................................................................. 12 PRICE: ................................................................................................................................................ 13 PROMOTION ...................................................................................................................................... 14 DISTRIBUTION.................................................................................................................................... 19 BRAND DESIGN: ..................................................................................................................................... 19 LAUNCHING CEREMONY OF LIANA:........................................................................................................ 24 Corporate Advertisements: .................................................................................................................... 25 Similarities: ........................................................................................................................................... 26 Dissimilarities........................................................................................................................................ 26

AcknowledgementWe are thankful to Allah WHO gives us the strength and knowledge to complete our task. We are very thankful to our teacher who gave us directions of how to take first step toward success and achieve our goals. In the last, we want to appreciate and thank Mr. Shaukat who has given us time and helped a lot to complete this task.

LETTER OF TRANSMITTAL

To, Saqib Uddin Faculty Member PAF-KIET ( Karachi. City Campus)

Respected sir, This is the project of our finding from the work that we have completed during this semester and put all mour efforts to established a good informative report. We completed the report on schedule and met all the proposed objectives within the allotted time .

(Thank you) Sincerely, Sana Majeed Erum Shaukat Syed Akber Ali Shah.

EXECUTIVE SUMMARY:Pak Suzuki Motor Company Limited was formed in 1982, a joint venture between Pakistan Automobile Corporation and Suzuki Motor Corporation (SMC) - Japan. The Company was incorporated as a public limited company in August 1983 and started commercial operations in January 1984. Suzuki is built on the idea of a responsible corporate citizenship thereby managing environmental, safety & occupational health matters as an integral part of our business. Suzuki first offered the Liana for sale as a 2001 model. It was a direct replacement to the Suzuki Esteem sedan (alternately known as the Suzuki Baleno). The Liana was offered as a traditional four-door sedan as well as a five-door hatchback with an interior space notable for being larger than most compact cars. Pak Suzuki has introduced four different models under the same brand name. Suzuki Liana is available in three different variants i.e. 1.3 LXI, 1.2 RXI and 1.6 eminent. Although this car has all modern safety and comfort features but failed to make success in market. LIANA is distributed through 2 different channels: Distribution channel and Authorized Dealer. Objective of LIANA is to create a market niche for luxury customers with upgraded features and CNG. Corporate level objectives are: Enhancement of Corporate Image Customer Satisfaction and Trust in Suzuki Products

HISTORY OF PAK SUZUKIPak Suzuki Motor Company Limited was formed in 1982, a joint venture between Pakistan Automobile Corporation and Suzuki Motor Corporation (SMC) - Japan. The Company was incorporated as a public limited company in August 1983 and started commercial operations in January 1984. The initial share holding of SMC was 25% which was gradually increased to 73.09%. Pak Suzuki is pioneer in Automobile Business having the most modern and the largest manufacturing facilities in Pakistan with an Annual production capacity of 150,000 vehicles. The vehicles produced include cars, small vans, Pickups, Cargo vans and Motorcycle. Pak Suzuki holds more than 50% Market Share. Following the aggressive policy of Indigenization, Suzuki vehicles have a healthy local content up to 72%. This was made possible by strong support of our vendors. Pak Suzuki has the largest Dealers network offering 3S (Sales, Service and Spare Parts) facilities across Pakistan. Caring for the Environment Pak Suzuki was pioneer in introduction of Factory fitted CNG vehicles. Pak Suzuki always endeavors to go aggressively for the sound development of the society by increasing motorization, industrialization and creating job opportunities thus improving the people s living standards with the combined efforts of all the dealers, vendors and Pak Suzuki employees. Pak Suzuki is also exporting Suzuki Ravi pickup, Liana and components to Bangladesh and Europe thus earning precious foreign exchange for the country.

PSMC is serviced by over 182 active vendors who are engaged in the local manufacture and supply Of automotive parts to the company.

OUR VISION: To be Excellent All Around.

OUR MISSION: To provide vehicles of international quality at competitive price. To improve skills of employees by imparting training and inculcating in them

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.

,

MANAGEMENT:

BOARD OF DIRECTORS:Mr. Hirofumi Nagao Mr. Satoshi Ina Mr. Hidekazu Terada Mr. Jamil Ahmed Mr. Mumtaz Ahmed Shaikh Mr. Kenichi Ayukawa Mr. Wazir Ali Khoja Managing Director & CEO Deputy Managing Director Director Director Director Director Director

CFO & COMPANY SECRETARY:Mr. Abdul Hamid Bhombal

MANAGEMENT WORKING:Suzuki is built on the idea of a responsible corporate citizenship thereby managing environmental, safety & occupational health matters as an integral part of our business. In fulfilling this responsibility Pak Suzuki adheres to the following principles: We are committed to provide top quality products to the satisfaction and requirement of our customers. We conduct our operations in compliance with applicable environmental, occupational health & safety laws and regulations. We recognize the interrelationship between energy and the environment, and we promote the efficient use of energy throughout our system. We ensure safe disposal of waste generated from our facility. We minimize the discharge of waste materials into the environment by utilizing responsible pollution control practice.

MARKETING DEPARTMENT:At present, the whole range of the Suzuki products currently marketed in Pakistan is being produced at the Bin Qasim plant.

General Manager Marketing

Azam Mirza

Senior Manager Marketing

Syed Shaukat Ali

Deputy Manager Marketing

Danish Dalia

Assistant Manager Marketing

Sohail Mirza

MARKET DESCRIPTION:MARKET SEGMENT In consumer market Pak Suzuki focuses on following segments. DEMOGRAPHICS Age Gender Family Size Social Status PRIMARY MARKET 18-59 Male 1-5 Upper class, middle Upper Occupation Family Lifecycle Business owners, Managers Self employed officials SECONDARY MARKET 60+ Female 5+ Middle class

young singles, young married, old singles, old married, married couple with children, old married with Childs

GEOGRAPHIC: Country Country region Urban, Developed And modern Areas BEHAVIORAL: People that try new things Luxury and stylish vehicle Influenced by technology show off adventures careful about environment Pakistan Rural

ABOUT LIANA:Introduction Of LIANA

Suzuki first offered the Liana for sale as a 2001 model. It was a direct replacement to the Suzuki Esteem seda