Submitted BY:

NAME: HABIB AHMAD

Roll no: E18MBA075
CLASS: MBA (Banking & Finance)

SEMESTER: 2nd Semester

ASSIGNMENT: Marketing plan for new product

Submitted to:
Prof Samar Rahi
 CONTENTS
1. Executive summary
2. Current marketing situation
3. Market description
4. Product review
5. Product benefits
6. Product Requirement
7. Competitive review
8. Channel& logistic Review
9. Swot analysis

 Strength
 Weakness
 Opportunities
 Threat

10. Objective & issues

11. Marketing strategies
12. Positioning
13. Product strategy
14. Pricing strategy
15. Distribution Strategy
16. Marketing communication Strategy
17. Market Research
18. Action plan
19. Budget
20. Implementation
21. Conclusion
 Product name: “SCOOTY”

Executive Summary:
In our present age, many people are facing the problems of
transportation of girls who study in college, universities and the working women’s .we
introduced a new product to make the life easier for women’s. As well as there is pressing need
for reliable public transportation in Lahore ,as the number of working women are increasing
now a days( Aubery,2019,khan, 2018). Scooty is launched by the Scooty Scotch automobile
Company for their loveable and beloved customer to make their life stress free they can easily
do their work and go anywhere without any difficulty. We can also give opportunity to those
people who do not buy this because of less income and they have no proper source of
transportation.

It is the self-own automatic gear through which women’s can travel anywhere at any time. This
product is basically for those females who do not have their own source of transportation. In
our modern age, women’s does not want to depend upon men so by women self-transport
women got empowerment and feel freedom. This will also encourage the women to come out
and participate in the economic sector of Pakistan.

Our mission is to provide the scooties to our loveable customer with the best
quality at a reasonable cost in a fair & honest way. The vision is that it values the current needs
and demand of the customer by providing excellence product that satisfies them.

The primary marketing objective is to achieve first year sales of 2000 units.
The primary financial objective is to achieve year sales revenue 3 million.
 Current marketing situation:
Pakistan economy is growing very rapidly. The government of Pakistan
has not enough resources to provide proper transportation to general public because of
inefficiency of capital. So, it is basic need of society to have a proper transportation. As our
working sector have women too. Many females are going for colleges and universities for the
purpose of education. In our neighbor, company different kinds of automobiles introduce
different kind of scooties and are very successful and common brands are Honda, TV’s scooty
etc. Who are covering almost more than 80% of the market. One of them brands “Hero Honda
s” scooty also imported here in big cities but there price is high and normally only high society
people buy for their ladies. In Pakistan its price is Rs.45000 but in India some famous brand and
there prices are below. (HONDA 2018, TVS SCOOTY 2019)

BRAND PRICE
TVS Scooty 40300
Hero Honda 37000
Luna 16500

If now we launch this product it will not only produce in low price here but also get famous
very soon. Easily two people can use it and cost come is low than the average daily cost. It’s
beneficial to introduce in both perspective i.e. economically as well as social.

How can we bring acceptance for scooty in the Pakistan society?

The people who object can be educated. We can take the example of mobile phone. Mobile
phone is labeled as a reason of bad influence. Their advertisement that they promote SMs, free
late night calls will be acceptable and now in this present age everyone is carrying mobile
phones. Scooty is a need of our society and one big source to change .we have to start a
campaign of scooty by showing in TV adds that a couple of girls reaching college on scooty,
working women on roads riding scooty. This will change the culture and trend of society and
bring acceptance in the society.

Market Description:
The market includes those buyers who make frequent changes
in their life according to the situation. The scooty market consists of many different brands on
worldwide. In our target market only one competitor providing this so with increase in demand
the flexibility of production possibility also increased. Although Honda is providing very fine
product but they are importing it which increase the cost. Some customer may only satisfied
with Honda but it also because no other option is available for scooty.

We are going to provide better quality with fewer amounts due to production in the country
which ultimately switch the customer and users to our product.

Market Segmentation:
The market will be segmented on the basis of demographic and Psychographic segmentation.
It means that we should target only females. The age of females must be above than 18. We
should target working and middle class and low earning people in society falling in the income
bracket of below RS 50000.

Target Market:
We should target only females. As approximately half of the
population of Pakistan is females. The target market is middle class youth between 18-30 years.
Students are mainly target customer. Present housewives are also getting attracted towards
this product. Target market is totally very large so, we should focus only;

 Female students ( college & universities)

 Teenagers girl
 Housewives
 Working women’s

SLOGAN:
“Get ride on it and feel the freedom”

Product Review:
 Our company is giving this product on a very good price .The material is used on the product
in the best quality that’s why our product work for a long time. IT is not cost effective as
compared to the other company.

 Our scooty is 50 cc.

 Our scooty is warranted for a period of 1 year.
 Mobile charger socket is added in scooty.
 It has new graphic dual tone colors.
 it has a high quality of integrated breaks and also indicate when battery is low.
 IT has a broad & comfortable seat for riding.
 Have an enough space to put a helmet on it.
 It is an electronic scooty you have to charge it and can go easily anywhere. It
does not take enough time to charge it has a quick charger you can charge it very
rapidly.
 Scooty is two wheelers product so you can easily drive without any training. You
can easily balance it.
 We also provide you the insurance of scooty so you don’t need to worry.

Product Benefits:
There are lots of benefits of this product.
 This will helpful in decreasing the transportation problem of the country. This play an
important role in the development of the country
 This product is time saving as you don’t have to wait for buses.
 This product will encourage the women independent. They can easily face the society
problem alone and become brave.

Product Requirement:
The raw material we need for the product of scooty are as follows

 Metal
 Plastic
 Rubber
 Wires &light
 Aluminum & other type of raw material.
Competitive Review:
Sales of scooty entered in the market and goes to boom phase in
1900 s when motorbike became famous .People started from scooties and then converted into
motorbikes but with the passage of time it was abolished in our country but for women two
wheel vehicle, still trendy is scooty. Many competitors are available worldwide and its market is
much vast as about population. More than 50% are females. Our main competitors are Honda,
TV’s scooty. We have very tough competition with them as they are producing fine product
with customer loyalty. It is difficult to give them hard time but with more fine products and
more distinctive features on less competitive price we can challenge them. Some detail of the
competitors are as fellows .Honda is the top selling of scooties with a total sale of 286380 units
in 2018.Tvs scooty has a annual sale of 3 million in 2018.

Channel & logistic Review:

As, our competitor using many channels for advertising & also
taking reviews from customer. Customers provide reviews by social media survey by market
surveys or some other ways and then they take improving steps. So here we use the channels
are advertisements. By different new channel or by many other like movies or local cable
channels. We also promote by social media or pages.

Promotion channel also use app launching system for getting reviews more .And very important
by different factory promotion showrooms in all cities which will help users to reach us easily.

Swot Analysis:
Strength:
 Creative & innovative product.
 Targeting the most suitable & affordable market.
 Less fuel usage.
 Reasonable price.
 Efficient & good management skills
 Noiseless usage

Weakness:
  Modern concept for the people of Pakistan.
 Female not drive alone during the night.
 Heavy in weight.
 Lack of brand awareness.

Opportunities:
 Broad market because of increasing number of women’s.
 Innovative &modern idea.
 Bad government transportation system.

Threats:
 New entry in the market.
 Existing of strong competitors.
 Shortage & absence of resources.
 Lack of confidence in women society
 Increase in supplier prices
 Inflation&taxes
 Illiteracy

Objective & Issues:

 First year objective:
During the first year of scooty scotch company in the market we are
aiming of achieving unit sales of 2000.
 Second year Objective:
During 2 year we introduce new feature in the scooty. The second year objective
is to increase the sale that is in 1 year.

Issues:
 The one of the most important issue arises in order to launch the product is that we
have to position our brand in the whole market. For this purpose we have to invest large
investment and money in the market to create a distinctive image of brand in the market.

Marketing Strategies
Good product offering & effective marketing will lead the company to grow. The first step is to
determine & meet the customer demand for this purpose we have to target the potential
market. Our primary objective is to target the low and middle class people who have not their
own transportation. Our secondary objective is to target the students of school and colleges.

Positioning:
There is large number of brand in Pakistan but they are not offering their product
to all the class of people because some products are of high quality and some of low quality.
Scooty Scotch Company is providing this product in reasonable & standard for the all class of
the people. It is specially designed for those ladies who want to travel for short distances.

Product strategy:
Scooty Scotch will provide the product having all the features will be sold
to the customer within the warranty of 1 year. It will provide to the customer in attractive
designs, comfortable seats & variety of colors for the customer.

Pricing Strategy:
The price of the scooty should be 38000 wholesale rates and the retail price
will be 38500. Profit margin is between 30% to 40%.The company will have to keep the low
price to enter in the competitive market. To maintain the price of the product, the company will
have to select the suitable location and contract with the suppliers and distributers to reduce
the extra cost. We target the low income peoples so it should be kept in their affordability. This
low and reasonable price strategy will helpful in capture the market.

Distribution Strategy:
 We distribute our product through different outlets and suppliers’ .Scooty
Scotch automobile Company also selects the channel to offer their product to the customers.
Ware -houses and transportation also useful to reach the customer. Scooty Scotch has its show
rooms for the distribution of product but those areas where he has no showroom it will use the
chain of authorized dealer to sell the product. We will also create website for our business that
will allow the customer to contact with the company and view our complete detail of product
and services.

Location:
Scooty Scotch Company is located in Barket Market, Lahore which is approximately center of
Lahore. It is rented building for one year initially. All repair services of this product is done on
this location.

Marketing communication Strategy:

For the start up the company we have to advertise the
product to survive. For the advertisement we have to use the following media such as
….Newspapers, Radios, bill -boards & Television etc. Word of mouth is less costly way of
advertising too (Attard, 2019). Scooty scotch also gives advertisement through internet so
people know about the scheme that is provided by them. This will helpful in the brand
awareness to the people.

Public relation is very important for promoting and selling of new product in the
market. To build good image in the mind of the customer we should promote our product
through electronic and print media etc. This will also helpful in getting the customer liking and
preferences.

Marketing Research:
Market research provides the useful information about the demand of
customer in the market. So for this purpose we conduct a survey from 40 % of working
women’s, 45% of college students & 15% from the university’s student.

According to that research 20 % of working women’s, 10 % of college

students and 7 % of university student are willing to buy. When these people buy the product
the other people will definitely attract from this product.

Action Plan:
 We are going to action our plan from next start year all initial preparation will
be done before like registration .As it take almost a year. In first six month company will take
promotion steps and introduce first promoters, retailers and guide or educate them and open
complete franchises. After that we introduce the brand by advertising and social media in the
market with some initial discount. After this act done, in next the company takes reviews of
promotion by different manual and social media ways to know whether the promotion help
people to let know and take all possible improving steps so people become more useful and
satisfied.

Budget:
As scooty scotch automobile company has a tough competition with the
competitors like Honda so there is need of strong financial support to all marketing activities.
Scooty automobile company has set a first year retail price 77000000 with a projected average
retail price of 38500 per scooty of a total 2000 scooty sold. Capital is needed to run the
business .No business can run without the capital as it is the essential element to run the
business. For this purpose, Scooty scotch has allocated initially RS 70 lac for startup expense.
This budget will be used in current fiscal year. The amount will be further sub allocated in
different areas. Rs 300000 have been allocated for the budget of advertising and promotion
during 1 quarter year. For the continuity of promotional and advertisement we should allocate
a budget of RS 300000 for the next quarter. Marketing department includes some professional
for the competitor analysis and market research. The cost allocated for market research is 2
lakh. The allocation of finance can be altered according to the future needs.

Implementation:
Everything can become useless and meaningless if you don’t implement
your marketing plan so we should focus on the implementation of the marketing plan and try to
solve all the hurdles & problems which are facing in the implementation of the marketing plan .

Control:
 We have made some contingency plans which will take action in some case of failure of
our plan. The little flexibility is possible in plan by experts or current market situation in
different places like price valuation or expenses etc.

Conclusion:
I would like to conclude it by saying that I am introducing the best feature
product in the market and also going to introduce advanced features product in the market.
Our company is trying to make the good relationship with customers by providing the best
facilities. My business will fulfil all the legal requirements of the legal business.

I hope that it will make a good image in the market and also compete the
competitors in the market successfully .And grow very rapidly.

References:
Aubery, S. (2019, February 20) really uncomfortable: women feels violated by taxi driver’s
messages .Retrieved from business know
howhttps://www.businessknowhow.com/marketing/24waysto.htm

Attard, J. (2019, February 9).39 low-cost ways to promote your business .Retrieved from
business know how https://www.businessknowhow.com/marketing/24waysto.htm

Khan, A. (2018, January 9). Social Issues. Retrieved from Parhlo: Really uncomfortable':
Woman feels 'violated' by taxi driver's messages

ABBAS.W https://www.academia.edu/29348580/Marketing_Report_for_Scooty.