Project of Marketing on Sports Car

Alfa-Romeo’sSportsCar
Marketing Management
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Marketing
Management
Soul-Mate(Sportscar)
Thisis a report which explains the marketingplan forlaunchinga Sports Car
namedSoul-Mate.This product hasbeen made byAlfa-Romeo Car
Miss Sehar
Akash Ijaz (BBA)

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Manufacturers. This is the veryfirst car in the worldhistory have lowest price rang
in the fieldof sports car. Thisis the life you Desire.
Acknowledgement
We would like to thank our Marketing
Management Studies teacher, Miss Sehar,
for giving us this project which is very
innovative idea. Miss Sophia also helped
us with ideas and concepts for the
project. Miss SANA encouraged us and
helped finding the details and also helped
with the field report.

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Sir Waleed gave us ideas for our product
and discussed and solved our problems.
Executive summary:
This report explains the marketing plan for launching a Sports Car named Soul-
Mate. This product has been made by Alfa-Romeo Car Manufacturers and is
approved from the Ministry Of *****. In the very beginning of the report we
explained the vision and mission statement of the company. It will be introduced
in the market with the help of various promotional displays and advertisement
and free driving opportunity for the general public. This report examines that this
product is initially launches in Gujrat’s domestic market. The study includes both
primary and secondary research. Through this strategy company can penetrate in
the market and can attract bulk of customers.
For this purpose I have conducted SWOT & PEST analysis of the company to
see company’s strengths, weaknesses, opportunities, threats & political,
economical, social, technological factors that affect the company position.
Then I have explained the purposes, benefits, and objectives of the product. Then
I have made the marketing mix strategy of my product. I have divided market into
different segments and decide to target youngsters and mature persons.
I have also paid special attention to the logo, color, and price of the product, I
have decide to place my product in the Gujrat, Lahore, Islamabad, Karachi, and
Sialkot market, especially place in the shopping malls and in the car showrooms.

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I will promote my product through Electronic and Print and Social media, cable
sources. I have also conducted customer feedback survey to know the opinion of
public about my product. So, we shall develop it accordingly.
Company’s vision statement:
“Be the leader in the customer value”
Company’s mission statement:
“To set world class standard in the car industry through providing a diverse range of high
performance Cars that are prepared. In accordance with the people’s choice to satisfy
customers trend and needs and serving the market.”
Introduction:
Cars are for everyone, young and old. If you have an innate eye for style, a sports car company is
one business you can start.
Knowing what types of cars we sell best. Survey, checking internet to know what style and design
celebrities use for attending fashion shows to form network within the industry, and for normal use
and in the movies are the knack . Customers usually look for style first then narrow it down to the
color of their choice and the size that is suitable for them (2 seated or 4 seated or big-one) because
some sports cars have small back seats that are really only suitable for luggage or small children.
Such a configuration is often referred to as a 2+2 (two full seats + two "occasional" seats). The
more typical seating arrangement is two-seats.
Sports car is a huge trend in nowadays as it is very comfortable, durable and preferred by many
people not considering the age bar. The production and manufacturing of sports car is not very
easy and getting the particular license or permission is to be for producing the sports car is also
difficult. (For setting up a factory or franchise or showrooms licenses and permissions are
mandatory in all the sectors). Obviously at the end there is a performance and speed check which
is again mandatory in all goods after their production. Thus manufacturing of sports car is preferred
as many legal restrictions are imposed and has a mass and growing demand for them.
What is a sports car?
A sports car is a small, usually two seated, two door automobile designed for spirited performance
and nimble handling. According to the Merriam-Webster dictionary, the first known use of the term
was in 1928.

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Sports cars may be Spartan or luxurious, but high maneuverability and minimum weight are
requisite. They may be equipped for racing, "especially an aerodynamically shaped one-passenger
or two-passenger vehicle having a low center of gravity and steering and suspension designed for
precise control at high speeds."
USP:
A brand, which is really innovative, comfortable, stylish and changing with variety at an affordable
price. We are best in sports cars having superior engines and latest technology with the latest
shapes due to them sports car maximizes the speed in the lowest time. The best interior design in
quality and according to the desire of customers which suits their personality and status.
Slogan:
“The life you desire”
Tag line:
1. Suites your personality and Make you feel Proud.
Objectives:
Following are some of the objectives of the company;
 Make the dreams true and To fulfill the customers desire, want, need and demand.
 To deliver the best and Improve our products performance on daily basis.
 Prices of our products should be very low.
 To increase profits.
 To face strong competitors i.e. Honda, Toyota, Mercedes and BMW.

SWOT Analysis:
i. Strength
ii. Weakness
iii. Opportunity
iv. Threat
1. Strengths:
 Updated technology plant.
 Quality performance and very reasonable price.
 Specialists available for specialized jobs and tasks.
 Hire experienced staff.
 Medical insurance of employees and Insurance of the products we sale.

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 Pakistani made.
 Targeted to middle class people.
 Colors and Shape that no one other could deliver.
2. Weaknesses:
 New in Car industry.
 Small distribution network.
 Strong competitor and No market share.
 It is not very well known outside Gujrat.
 Limited experience of customers.
 Lack of experienced service professionals in many countries.
3. Opportunities:
 Increase the distribution network.
 Acquiring the newer technology and techniques.
 Market is very big and attractive.
 Takeover of the distribution.
 To go increase customer relations events & activities this will enhance the ownership
experience.
 To increase the global reach as currently it is present in very few regions.
4. Threats:
 Political instability.
 New entrance from the competitors and So many competitors.
 Retaining consumers.
 Economic instability and Increase of general sales tax.
 Development of plant.
 Increasing fuel prices.
 Macro-economic factors which are making people averse to spending esp.
discretionary spend.
PEST Analysis:
 Political.
 Economical.

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 Social.
 Technological.
1. Political:
 Political decisions can affect Car Market, these can be either advantages or
disadvantages, if taxes increase, therefore consumers decrease and sales of stock
decrease. However if taxes decrease the likelihood is consumers will buy more.
 The Government is very concerned about road accidents. Accident death ratio
increases more and more each year.
2. Economical:
 If the minimum wage was brought down, this would mean more money for Alfa-
Romeo but would also result in low sales from the consumers.
 The interest rates can have an effect on Alfa-Romeo’s Soul-Mate. If the interest rates
were high then Alfa-Romeo would not want to borrow as much money for expansion.
3. Social:
 Trend in style and performance – increase in people respect and confidence on their
‘Cars’.
 Local residents with small businesses like Restaurants, Hotels, Clubs etc near Alfa-
Romeo would benefit from the money that is being brought in by visitors.
 More people are status conscious – will compare themselves with others.
4. Technological:
 Better equipment.
 Cost of machinery.
 New machinery.
 Maintenance.
Our Competitors:
The Alfa-Romeo is currently facing a competitive environment. Because the competitors of
Alfa-Romeo are:
 Honda
 Toyota
 Mercedes
 Ferrari
 Audi

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 BMW
Product review:
Alfa-Romeo’s sports car (Soul-Mate) is available in every size and available in different colors:
 2 seated and 4 seated for every kind of use.
 Dull black and shiny white.
 Sapphire black.
 Shiny red, blue, green and etc.
 Texture of different country flags.
Alfa-Romeo’s Competitor:
The competitors of Alfa-Romeo are more than 6 from them Mercedes, BMW and Audi are
leading market right now and other are far away from it.
Mercedes, BMW and Audi have loyal customers over the years because they are very old and
customers are aware of their merits and demerits. The company’s first purpose is to compete with
the competitors having large market share.
Market Segmentation:
Alfa-Romeo will have market segmentation on two bases;
 Geographical segmentation.
 Demographic segmentation.
1. Geographical segmentation:
The Alfa-Romeo’s geographic target area is Gujrat. Supplying product to all cities of
Pakistan, and have further divided the country into five zones.
 Zone A: Lahore (Azadi Choke and Canal road).
 Zone B: Gujrat (Service more and Shaheen Choke).
 Zone C: Sialkot (Airport choke and Kent road).
2. Demographic segmentation:
Demographic segmentation is done on the basis of;
 Age (18-35)
 Gender (Male and Female)
 Income occupation (own Business and Foreigners)
 Education (No level is set)
 Lifestyles (Belong to any lifestyle)

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 Social classes (Belong to middle and upper class)
 Family size (for couples and for small family)
Market Targeting:
Evaluate market segments:
The segments have been selected need to be evaluated properly. Segments are:
 Segment size and growth: It needs to consider the geographic and demographic
segments company has selected for introducing Sports Car, the size of the segment
where the Car is going to be launched and its growth.
 Segment structural attractiveness: It involves power of the buyers of the Car,
suppliers of the Car and its availability in the segment.
 Company’s objectives and resources: Targeting should be done in a way so that
the company can achieve its targets with the resources it have.
Targeting:
Company will target following customers:
 Youth
 Mature
 Youngsters
Marketing mix:
 Product
 Price
 Promotion
 Place
1. Product Strategy:
 Develop the long term relationship with the customers.
 Give values to the customers to delighting them.
 Do whatever it takes not to satisfy the customers but retain our customers.
In order to accomplish this objective the company has established sales, marketing and
support terms.
Product variety:
Our product would be available in following colors:
 Dull black and white.
 Sapphire black.

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 Shiny red, blue, green and etc.
 Texture of different country flags.
Brand name:
The name which we have chosen for our product is “Alfa-Romeo”
Quality:
High quality assurance would be our first priority. This would be ensured by:
 Implementing high quality standards
 Total quality management
 Acquisition of the high quality raw material
Design:
“Soul-Mate” is a fastest, Sports Car with an eye catching color and shape.
Features:
Here are some features of our product:
 High class gear box and assembly.
 Beautiful shape and Eye caching colors.
 No need for modification.
 For family and couple use and for both the genders.
Packaging:
Seats are raped in the Polythene sheet and a very thin plastic paper is colorful paper on the
whole car and glass protector in for the lights.
2. Pricing Strategies:
Our pricing strategies for the product are for total cost which includes customs services, free
insurance, replacement guaranty of some parts and other expenses. Pricing strategies usually
changes as the product passes through its life cycle. The price should be set at moderate level in
order to attract a large number of buyers and to gain large market share.
3. Promotion:
Actually the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good product image in mind of customers, so that they will
buy only our product.
Criteria promotion:
a) Awareness.
b) Knowledge.
c) Liking.

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d) Preference.
e) Purchasing.
Main Source Of Promotion:
I. Electronic media
II. Print media
III. Cable network
IV. Bill boards
V. Hoardings
Electronic media
Channels Time Duration Total
ARY Tv Prime Time
Post Prime Time
1 Min 12,15,000
Dunia Tv Prime Time
Early Day
1Min 1,80,000
Express Tv Early Day
Prime Time
1Min 1,75,000
Geo Tv Post Prime
Pre-Prime
1Min 2,40,000
Geo Kahani Tv Early Time
Prime Time
1Min 2,80,000
Total 20,90,000
Print media:
News paper
&magazines
Page Coloured or
black & white
Size Daily
basis
Weekly
basis
Charges
Jang Front Coloured Standard
size
Daily 18,600
Express Mid Coloured Standard
size
Daily 5,000
Din Front Coloured Standard
size
Daily 15,000
The Daily
Times
Back Coloured Standard
size
Daily 17,500
Nawa waqt Back Coloured Standard
size
Daily 15,000
Akhbar-e-
jahan
Back Coloured Full size Weekly 6,00,000
Total 6,83,600
Bill boards:
Location Size Duration Total cost
Azadi Chowk (Lahore) 20*60 1 month 2,15,000
Jail Road (Gujrat) 20*60 1 month 70,000
G.T Road (Gujrat) 20*60 1 month 1,15,000

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Shaheen Choke (Gujrat) 20*60 1 month 1,50,000
Total 5,50,000
Hoardings:
Location Size Duration Total cost
Court Road (Gujrat) 30*90 1 month 1,20,000
Airport Road (Sialkot) 30*90 1 month 1,00,000
City Centre (Gujranwala) 30*90 1 month 1,00,000
Total 3,20,000
Cable:
Location Time Cost
Shadman Colony Gujrat) 6:00to10:00 30,000
Peoples Colony (Gujranwala) 4:00to8:00 10,000
Kant (Sialkot) 12:00to8:00 25,000
Cheema Colony (Gujrat) 5:00to11:00 20,000
Total 85,000
Benefits:
Following are the additional benefits which are offered to the customers to give them value:
I. Buy 1 car and get one get free check-up for one year.
II. Purchases 2 cars and get 10% discount on service, tuning, car purchases.
III. If you purchases a one big and one small car then you will able to get in lucky draw and
you can win following prizes:
1. Samsung s6 edge plus and Samsung Home Theater.
2. Iphone 6s plus and Free service of car for the rest of life.
3. Places:
To assure the availability of our car “Soul-Mate” car has established effective network of
registered dealers. The main target of our Sports Car is Gujrat and Sialkot.
The end consumers would then purchases “Soul-Mate” Sports car from retailer. The
distributor is the most reliable distributors in the region. They enjoy a flawless reputation
combined with business relations with numerous retailers even in the rural area of the
Gujrat and near cities. This has ensured that “Alfa-Romeo’s Soul-Mate car” will be
made available all over Punjab.

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Amount in Pak Rupees:
Sr.No. Product. Price (Rs)
1. Tiers 50,000
2. Body
1. Aluminum+Silver
2. Iron+Plastic
5,50,000
3,00,000
3. Engine 3,00,000
4. Color
1. Shine white/black
2. Sapphire black
3. Other colors (Blue, Green, Red etc)
90,000
1,00,000
80,000
5. Bumpers (each) 10,000
MANUFACTURER
DISTRIBUTOR
WHOLESELLERRETAILER
CONSUMERS

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6. Lights
1. Head lights
2. Back lights
6,000
4,000
7. Rims (each) 10,000
8. Lcd/Led 10,000/15,000
9. Interior+Seats 1,00,000
10. Air bags (each) 10,000
11. Speakers/Woofers 10,000-25,000
12. Gare box+Assembly 30,000-50,000
13. Other material 5,00,000
This is the distribution of money which is included in the production of Alfa-Romeo’s
Soul-Mate sports car.
Conclusion:
 There is an immense scope for Sports Car industry in the whole world.
 Understanding consumer preferences and demands is the key to growth.
 Pricing, Performance, color, speed and size are some of the important factors.
 Brand loyalty should be maintained.

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Logo for car:
Logo for Company:

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