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Marketing Plan on Nissan Motor Company Limited

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History of the product within the industry:

Nissan Sunny sedan has a history of being one of the most preferred and sold cars in the
industry after Toyota Corolla in Bangladesh. After Pacific Motors limited have launched it in
Bangladesh it competed with the other brands like Toyota corolla, Mitsubishi lancer etc. in the
same category (1300 c.c.). and in the higher category. Since its launching in the local market it
has been able to generate a steadily increasing demand until it reached a high sales volume in
1993, although it did not achieve the highest sales volume. After that the sales volume in the local
market started to decline due to the shifting customer demand toward reconditioned car up to
present times.
History of the product within the firm:

Nissan Datsun was the first product, which was sold by Pacific Motors when it started business in
Bangladesh. The model- Nissan Sunny was first introduced in 1982. Since then four versions of
the car has been developed. The first model was Nissan Sunny B-11, which existed for five years
from 1982-1985. The second model was the model B-12 (from 1986-1990). The next version B-
13 was introduced in 1991 and was sold in Bangladesh till 1994. The presently existing model is
B-14 it is the improved version of B-13. After the introduction in 1982 the model Nissan was the
most sold car by the firm among its other model. It is learned that about 80% of the sales revenue
come from the sale of the Sunny model.

MISSION AND GOALS OF THE FIRM:

A) Mission Statement:
 We desire to provide our partners in success mobility through safety, luxury, comfort, best fuel-
efficiency and above all satisfaction.
B) Goal Statements:
1 Awareness of the product has to be increased
Awareness of the product will be increased through correct brand positioning supported by
promotion. So far Pacific Motors has done little regard to positioning and promotion of the
product.
2 Consequently gain a larger market share through the first goal
3 To add service extension to differentiate our product from the competitors
Due to the intensity of competition in the car market coupled with the sluggish economy of the
country it is imperative to differentiate our product from the competitors. This will be achieved
through service extension.
4 To incorporate a customer oriented attitude in overall activities of the firm
5 Above all increase profitability.
PRODUCT CATEGORY DEMAND ANALYSIS
Total Market Demand Analysis (for individual consumer)

Geographical Descriptor:
1. Region: Mainly in four metropolitan cities of Bangladesh, especially in Dhaka and Chittagong.
2. City size: 5 to 7 million
3. Climate: Generally hot and humid.
4. Density: Urban
Demographic descriptor:
1. Age: 35+
2. Family size: Normally 3 to 4 persons
3. Family life cycle: Married with children (normally 2)
4. Income: 10 to 15 laks and above
5. Occupation: Generally businessmen, people working in non-governmental organizations; and
some foreigners working in various foreign institutions
6. Education: Generally graduate
Psychographic descriptor:
1. Social class: From upper middle class to upper uppers
2. Life style: Normally achievers and opinionated
3. Personality: Gregarious and ambitious
Purchase behavior pattern descriptor:
1. Purchase occasion: Special occasion.
2. Benefit sought: Service, quality, and economy.
3. User status: Regular user.
4. Usage rate: Medium users.
5. Loyalty status: Medium.
6. Attitude toward product: Generally positive.
Total Market Demand Analysis (for institutional customers)

Geographic Descriptors:
1. Region: Mainly in four metropolitan cities of Bangladesh, especially in Dhaka and Chittagong.
2. City size: 5 to 7 million
3. Climate: Generally hot and humid.
4. Density: Urban
Demographic Descriptors:
1. Organization: Government, NGOS, private firms and embassies.
2. Size: Medium to large organizations, which normally employ 50 to 100 and more people.
3. Nationality: There are some foreign diplomatic missions mainly Asian and African.
Psychographic Descriptors:
1. Status: Both profit and non-profit oriented organization.
2. Organization style: Generally formalized. Highly centralized in case of government.
Purchase behavior pattern descriptor:
1. Purchase occasion: Regular and special. For Bangladeshi government the purchase comes
generally after the annual budget has been declared. In case of foreign missions purchases are
made after 3-4 years.
2. Benefit sought: Quality, service and economy.
3. User status: Regular user.
4. Usage rate: Heavy users.
5. Loyalty Status: Medium.
COMPETITIVE ANALYSIS:
Product similarities with competitors:
1. Engine system: Nissan Sunny Sedan FE (our product) has similar piston displacement which is
1300 cc.
2. Brake: both the front/rear brakes have hydraulic ventilated disc/drum.
3. Fuel capacity: 50 liters.
4. Power steering.
5. Suspension: Strut-type suspension similar with those of MITSUBISHI-EL (1300 c.c.), Honda city
(1300 c.c.).
6. Optional fittings: power window, stereo, auto door-lock controls.
Product differences with competitors:
1. Dimensions: Overall length, and height.
2. Impact Safety: Nissan has a very sophisticated impact safety mechanism. Designed with the aid of
computers the body of the car is divided into two separate zones: a crushable zone that absorbs
 the impact of the collision, and a safety zone that acts as a protective shell around the occupants.
For greater safety, the doors are also reinforced with side door beams designed to diffuse the force
of impact over a wide area.
3. Anti-lock braking system: The brake fluid pressure is electronically adjusted, which ensures a safer
braking.
4. High mounted stop lamp: This ensures safety by indicating the driver behind that the brakes are
being applied.
5. Engine: The type of engine is 16 valve. Maximum output and maximum torque of the engine.
6. Body color: Range of color.
Competitive edge over the competitors:
1. Fuel Efficiency: Due to 16 valve engine Nissan has high fuel efficiency.
2. 2. Safety: The safety mechanism in Nissan is very sophisticated as explained above.

STRATEGIES OF THE COMPETITORS:

Product strategies: Both the dealers Navana Limited (Toyota) and Rangs Limited (Mitsubishi)
follow the strategy of introducing new model whenever the previous model experiences the
decline stage of their life cycle. And this is done very rapidly as consumer taste and preference
changes rapidly. Promotion of the brand name is also done extensively by both the firms. After
sales service is also offered in order attract customer.
Pricing strategies: Both the firms follow the cost-plus pricing strategy.
Promotion strategies: Their strategy is to maintain and increase their brand image. They give a
considerable amount of bribe to government officials to accept their tender. This is a strategy to
keep their biggest purchaser always happy. This acts as an informal promotion.
Placement strategies: Their main strategy is to keep a very well trained sales force that would
push their product and carry other marketing function to maximize their sales.

STRENGTHS AND WEAKNESSES:

Competitor-A Competitor-B

Navana Motors(Toyota) Rangs (Mitsubishi)

Strengths Brand image is excellent. Both mind and Heart Main strength lies in lower price.
share is more.
Effective promotion especially
Marketing activities are strong.
among institutional buyers.
Highly Equipped service center.
 Weakness The excellent brand image works equally for The service center is not as much equipped.
reconditioned cars. This results in decrease in
the purchase of new cars.

Economic Analysis:
1. GNP at current market price:- Tk.1623516 million
2. The current GDP Gross domestic product) at current price of our country is TK 1402 billion (US $
33 billion).
3. Annual per capita GDP is US $ 265.
4. GDP growth rate at constant price 5.7 percent.
5. Industrial growth rate at constant price 3.3 percent.
6. Inflation rate 7 percent.
7. Investment rate 17.4 percent.
8. National savings rate 14.4 percent of GDP.
9. Exports US$ 4.418 billion.
10. Imports US$ 7.255 billion.
11. Consumer price index- 218.68
12. Economic cycle stage: Recession
13. Total population: 125.6 million
14. Urban population: 20% of total population
15. Internal rate of exchange:- US$ 1= TK. 50.60
LEGAL AND POLITICAL ANALYSIS:
Consumer Rights Legislation: The current situation holds no strong legislation for the consumers
regarding automobiles. The worst possible scenario is that the government will pass strong law to
protect the consumer right. Most likely scenario is that it takes time to pass a new law. So the
current situation will prevail for sometime.
Regulatory agencies: Currently there is a government controlled regulatory body, which issues
registration and look after the fitness of automobiles. The worst possible scenario is that
government will create new more powerful regulatory agencies to restrict the number of cars
through increased tariffs and quality control. Most likely scenario is that such new regulatory
bodies take time to be established.
Current domestic political climate: The current political climate is very unstable. It could turn
worse if the political parties do not reach a consensus. Most likely the political parties will reach a
consensus very soon.
Potential domestic political impact: Economy is in a sluggish state. It could further worsen due to
the political unrest. It will take time to stimulate the economy.
Current international political climate: There has been violence in the recent WTO conference.
Nations have not been able to reach a consensus. The worst possible scenario is that nations are
unable to reach an agreement. This will continue for some time most likely. The trade war
between Japan and United States has subsided for the time being. Worst scenario Japan raises
tariff on U.S products followed by similar action from the U.S. Most likely they are to continue the
present relationship.
SOCIAL ANALYSIS:
Cultural values: In our country people hold high values for money and status. This could change
and people may hold high values for education and knowledge for the better. Most likely scenario
is that people will slowly change their values or never change at all.
Cross-cultural impact: We are being exposed to Indian and western values through satellite
channels everyday. This may change our outlook toward Japanese product and shift it to Indian
and western products. The young generations are taking the Indian and western cultures.
TECHNOLOGY ANALYSIS:

In Bangladesh there are few institutions associated with automobile. No institution is involved in
any sort of research except one. BUET has developed a way to convert petrol run cars to use
gas. All other is involved in the assembly of automobiles.
Outside the automobile industry BUET, Dhaka University, and BCSIR often carries out
experiment to develop devices to store the suns energy.
Foreign countries are actively involved in the research regarding automobiles. Famous MIT is
trying to develop an intelligent car, which will have a centrally located microprocessor to control
almost every activities of the car. Many other universities, private organizations and the car
manufacturers are working relentlessly to develop an ultimate fuel-efficient engine.
Outside the car industry efforts are underway to generate power from cold fusion. This will
revolutionize the way we obtain energy. Solar driven cars is being developed to counter the
possible energy shortage of the world.
OPPORTUNITY AND THREATS TO THE FIRM (BASED ON EXTERNAL ANAYSIS):-
OPPORTUNITIES:
1. Privatization of transportation: In recent time there has been an increase in cab service.
This is a growing business and is likely to grow further. As it grows there will be an increased
demand in new cars.
2. Special Occasions: From time to time Bangladesh hosts international events for example the
coming NAM summit in 2001. The government purchases cars in large number during such
events.
3. Economic development: As the overall economy of the country is improving the standard of
living of people and the disposable income will increase. More and more people will purchase
cars as a mode of transportation.
4. Environmental issues: Nissan has the best fuel-efficient engine in the market. As people
become more aware of a safe unpolluted environment they will look for fuel-efficient cars.
5. Service extension: Through service extension the product can be made more appealing to
the consumer. Mobile repairing unit and credit facilities are some service extension.
6.Substitution of petrol: Bangladesh is rich in natural gas. If in future time gas run cars become
popular in Bangladesh Pacific Motor has to take the initiatives to respond to the demand by
modifying the product effectively and efficiently.
THREATS:
1. Implementation of GATT: the implementation of GATT agreement in year 2005 will open up
the market, as a result this will bring in more competitors from other countries especially from
Europe and the United States.
2. Political Instability: Due to political instability economic development will be hampered
which will in turn affect the purchasing power of the people. This may result in decline in sales.
3. Fluctuation of Exchange rate: Due to fluctuation of international exchange rate sometimes
it is very difficult to maintain a stable price. Sometimes fluctuation may result in loss for the firm.
4. Tougher Government Regulation: If government increases tariff on automobiles this will
affect the price. Many people will refrain from buying cars and will wait for a lower price, which will
result in decrease in sales.
5. Competition from reconditioned cars: Bangladesh market is flooded reconditioned cars and
they offer almost the same features but at a lower price.
FORECASTING MARKET POTENTIAL:

Factor Importance Rationale

Economic condition. Highly Important. The economic condition of the country is very important for the firm as it
dictates the purchasing behavior of the consumers. Currently the economy is
experiencing a depression, which has hit the countrys automobile market.
The declining sales for the past two years are seriously affecting the car
dealers.

Government Highly Government regulations- especially imports duties and

policy. Important. regulations regarding import of reconditioned cars affect the
first-hand car dealers. The import duties vary every year
during the presentation of national budget. The increase and
 decrease in prices of the first-hand cars occur with this
imposition of duties. In addition, government regulation going
in favor of the import of reconditioned cars also result in a
decrease in the sale of new cars.
International exchange Highly important The international exchange rate between Japanese yen and American dollar
rate affects the price of the automobile manufactured Japan. As the local dealer
follows a cost-plus pricing, increase in the value of yen increases the price.
The local car dealers then have to try harder to sell their product at that
price.

Competition Highly Severe competition is present in the local market for

important automobile. Both new and reconditioned car dealers are
present in the scene. And as there is a limit to the purchasing
capacity of the local consumer, each player in the market is
constantly trying to gain a competitive advantage over others.

PRODUCT LIFE CYCLE AND SALES TREND ANALYSIS:

STAGE-3: PLC STAGE-
RATIONALE FOR YOUR JUDGEMENT:

The product is in decline stage of the life cycle as it is experiencing a decline sales trend. The
product showed a steady sales growth rate in the early 1990s. Its sales was highest in 1993 (425
unit) and then the sale volume declined to the present year. In order to counter it introduction of
the new model of this brand is a must
GENERAL STRATEGIES OF THE FIRM:
General strategies of the firm:
1) To develop an organized marketing department in order to carry out the various marketing
activities effectively and efficiently.
2) To enhance the image of the firm and the brand name through effective promotion.

Functional area general strategies:

Finance: To maintain a strong financial base to carry activities of the firm to counter any move
from the competitors.
Human Resource Management: To train up a well-groomed sales force in technical and
marketing skills and provide them with incentives so that they can stimulate sales.
Marketing: To develop a promotion mix that will be effective in increasing the brand image of the
product.
PRODUCT STRATEGIES, ACTION PLANS AND ASSESSMENTS
Strategies(rank order) Action plan per strategies Evaluation method

Introduce product conforming to Inform the manufacturer of the consumer
customer need need and import Sedan of different
colors, sizes, wide range of optional
fittings and engine power.
Introduce the safety concept of driving. Import cars with impact safety
People are becoming more and more mechanism.
aware of safety as roads are unsafe.
To promote our brand Organize and train the marketing people.
Then to develop a promotional mix.
name through strong
marketing activities.
To improve the overall services attached Set up a well-equipped servicing center.
to product. The services include prior, Train the sales force with technical and
during and post sales services. communicational skills.
Survey on customers. Also to keep a
close eye on the competitor through
marketing intelligence.
Survey on customer to find out the level
of safety awareness.
Sales trend.
To calculate the number of people
availing the services provided and
compare with the competitors.
PRODUCT
STRATEGIES, ACTION
PLANS AND
ASSESSMENTS
Product component descriptions/examples
Current Proposed
Brand considerations Nissan as a brand is not popular as its A well-defined marketing department
competitors. Current strategy is not should be formed in order to carry out
effective I capturing mind and heart the marketing functions effectively
share of the consumer. This is because
of the absence of a marketing
department, which would have promoted
the brand.
Warranty/guarantee Existing warranty/guarantee- 2000km or Warranty/ guarantee should be
2 year guarantee on clutch plates, glass, increased in order to compete with the
engine, and free service used up to 1000 competitor, which provide similar
km. service.
Service/repairs Service center of Pacific motors is Service center should be modernized
equipped but competitors like Navana with equipment
motors provide more sophisticated
service with their modern equipment.

Planned product modification/changes and the rationale

Product modification/changes
To introduce new Sedan FE model
Introduction of more fuel efficient engines.
Sedan with safety features
To import Sedan FE with higher engine power.
Introduce wide range of optional fittings
Rationale
Since the old Sedan has reached the decline point of its PLC a
new model will rejuvenate the sales.
Fuel efficiency engines will not only bring economy but also
give the product an environment friendly look.
Safety concern is becoming more important day by day.
At present Sedan FE is only 1300cc.
Optional fittings differentiate the product from the competitors.
In a competitive environment it is very important.

All of the above product modification has been identified after comparing Sedan FEs
competitors. Since Pacific Motors is the authorized dealer and not the manufacturer it can only
inform the manufacturer of the new features and their demand. The cost of such modification is
up to the manufacturer.
 Apart from the product modifications brought about we like to propose some new additions. Every
product has some service components and we like to propose some in case of our product.
1. Provide mobile service unit: This will include a 24 hours mobile service unit which when called
upon will go to our customer and try to fix the problem, of course within the city limits. The mobile
unit will be equipped to repair problems; otherwise it will refer our customer to our service center if
the problem cannot be solved. In Bangladesh till today no one has offered such service.
Rationale: No one has offered such services till now. This will also act as a promotion of Nissan.
1. Provide credit facilities: Pacific Motors can provide credit facilities to cuss. For example due to
privatization of the transport sector cab services have appeared in Dhaka. Due to this the demand
for new cars has increased. Pacific motors should give credit facilities to such entrepreneurs on
easy terms.
Rationale: This will act as a good promotion and help stimulate the sales. It will make away for
many people to purchase who cannot pay at once.
1. Increase the number of authorized spare parts dealer: Till now Pacific Motors provides the larger
portion of the spare parts available in the market. In the interest of the customers some shops near
Magbazar and Banglamotor should be authorized to sell Nissan spare parts.
Rationale: This will promote the Nissan brand name and bring convenience for the end-users.

Anticipated competitors action and reaction due to implementation of our product strategy
and action plans:
1) Competitor may introduce its new model prior to the launching of the firms own model.
2) Competitor can also extend their service offering.
3) They might decrease their price.
Contingency plan for competitor actions:
1) To high light the benefits that our product has over the competitors product.
2) Promotional mix should be modified for maximum reach.
3) To counter price decrease, our price should not be decreased consequently, but service offer
and optional fitting addition should be emphasized.
PRICING STRATEGIES, ACTION PLANS AND ASSESMENT
Before stating the pricing strategies of the firm it is necessary to look at how pricing is done in
case of automobiles. All the new car dealers in Bangladesh use the cost-plus pricing method.
This is due to the fact that dealers are not the manufacturers. So whatever the cost, which
include the actual cost of making the car, the shipping cost and the tariff charged by the
government, the dealers add certain percentage to it and set the price.
As we develop the pricing strategy for Nissan Sunny Sedan FE we must consider some factors
which may have bearing on its price.
1. The recent economic downturn in the Asia Pacific region has affected the car market in this region.
Consumers are spending less and less amount of money. So the market for cars has declined
considerably. In Bangladesh Nissan Sunny Sedan has lost a significant share of its market.
1. Competition also plays a vital role in the pricing strategy. In recent times Mitsubishi has gained a
large portion of the market share with its lower prices. This has made the car market very
competitive.
1. The influx of reconditioned cars in Bangladesh has changed the market for new cars. When
consumers compare the features of the reconditioned cars with our product they might feel that
they are paying more for more or less the same features.
1. There have been a number of international car manufacturers who have setup their own
production plants in India. These car manufacturers will be producing cars at lower costs. As a
result there will be cars available at lower prices with more or less the same features. For example
Honda City.
Pricing Strategy:The general pricing strategy of the firm should be to follow a Going Rate
strategy with a reasonable profit margin. This will especially be helpful during the economic
downturn and will bring Nissans price closer to its competitor Mitsubishi. As for the reconditioned
cars this price strategy should be supported by effective promotional activities to inform the
customers of the benefits of owning a new car.
For institutional buyers Pacific Motors should follow different strategy. Pacific should lower the
profit margin for each unit, even if it is lower than the going-rate. Though the profit per unit is low,
due to large number of cars purchased by institution the total profit will be substantial.
Action Plan: Review current market sale trend and sale prospect for the next six months. If the
sale of product is desirable at the current price and if there are possible expected sales at the
same rate then the price should be kept as it is. At the same time promotional activities of the firm
should be increased in order to counter any sales decrease. As for institutional buyers, their
budget should be reviewed to determine whether they are able to buy at the current price.
Evaluation criteria: Current and forecasted sales.
PRICING STRATEGY AND ACTION PLANS
Pricing Objectives:
1. Maximize long-term profit.
2. Enhance the image of the firm and its offerings.
3. Growth of the firm.
4. Market share goals (increase).
External environmental influences to be considered when developing the firms pricing policy.
ENVIRONMENTAL FACTORS Anticipated Impact
Economical Increase or decrease sales according to the economical cycle
Technological Development in automobile technology such as-electric car,
alternative source of cheap energy.
 Social Social preference toward cars made in other countries except
Japan.
Legal/ Political Imposition of new taxes, or duties

THE USUAL TYPE OF INDUSTRY PRICING POLICY WITH EXAMPLES

.
The new automobile car dealers in Bangladesh follow the cost-plus pricing method. This is due to
the fact that dealers are not the manufacturers. So whatever the cost, which include the actual
cost of making the car, the shipping cost and the tariff charged by the government, the dealers
add certain percentage (usually 5% or above) to it and set the price. The dealers usually keep a
profit of Tk.50 to 70 thousand after paying all the costs of imports.
For example, Pacific motors ltd. after paying the import duty
Are Prices Bundled or Unbundled:
The price of the product is unbundled i.e. the price of the car only without any optional fittings. If
the consumer asks for optional fittings (stereo, power window, headrest, and wheel cap etc.) then
the cost of the fittings and the installation cost is added to the cars price.
The industry speed, frequency and rationale for price changes made in the industry.
The price changes depend on:
1. Exchange rate: the international exchange rate between Japanese yen and American dollar affects
the price of Japanese car. So a price increase in Japan usually increase the import cost of cars by
the firm and ultimately the firm has to increase its price. The frequency of change depends on the
frequency of the change in exchange rate.
2. Government policy: the government policy regarding import of motor vehicle affects the price of
motor vehicle. The frequency of this policy change (mainly increase in import duty) usually takes
place at the beginning of each national budget period.
3. Technological development: new developments in automobile technology affect the price change.
The advent of new technology being incorporated in the firms product will increase its price.
4. Price and availability of spare parts: the price and availability of the spare parts often force the firm
to increase or decrease its price.
CRITERIA FOR YOUR PLANNED ADJUSTMENTS.
END-USER DISCOUNTS AND ALLOWENCES:
Institutional: discount on the total bid price.
Individual buyers: discount on bundled offers.
TIMING AND MAGNITUDE OF THE ADJUSTMENT (S)
The discount for institutional buyers should be announced during the submission of the tender. It
should be 2 to 3 % discounts. As for individual buyers discount on bundled offer should be let
known during the sale and should not be more than 2%.
 List competitors action/reactions you anticipate due to the implementation of your pricing
strategy and action plans.
Service extension.
Increased promotion
Bundle offer.
Contingency plan for competitor actions.
Improve and extension of our service.
Increase promotion e.g. advertising.
Increase additional features in our product- offer more optional features.
PLACEMENT STRATEGIES, ACTION PLANS AND ASSESMENT

STRATEGIES (RANK ORDER) AND ACTION PLANS PER STRATEGY

1. To develop a marketing plan which include forecasting and market intelligence. This important to
keep track of the competitors. Action plan is to employ a person who will be given the responsibility
of the market intelligence. This post will be separate from the sales force.
1. To train the sales force and management to develop customer oriented attitudes. At present there
is not any formal training for the sales force. The action plan is to setup a training program which
will put emphasis technical and communicational skills
1. To appoint some authorized spare parts dealer. At present Pacific Motors provide a major portion
of the spare parts. Although spare parts are available in spare parts shops around Dhaka.
1. To go into cooperative advertisements with the spare parts retailers. Action plan is to first identify
the retailers who already deal with Nissan spare parts and then to develop a promotional plan for
them.
PLACEMENT STRATEGIES, ACTION PLANS AND ASSESMENT
PRODUCT PLACEMENT TASKS NEEDED AND ABILITY TO BE PROVIDED BY THIS FIRM
AND/OR BY OTHER ORGANIZATION

Task needed Level needed Ability to be provided by

High/low Our firm others

Marketing activities:
high yes yes
Forecasting and market
intelligence
Sales activities:
Sales force training and high Yes yes
management
Initial sales low yes Yes
Subsequent sales
high No yes

low yes Yes

 Telemarketing
Promotion activities:
Advertising High yes Yes
Sales promotion
Public relations High yes Yes

High yes Yes

financing and risk management
high no yes

MANAGEMENT EXPERTISE INDICATOR:

KNOWLEDGEABLE ABOUT END-USERS: Since there is not an organized marketing
department the management has a moderate idea of the end-users.
SALES FORCE PROFESSIONALISM:
TRANING AND RETRAINING: There is some technical training program for sales force.
Some of the sales person are sent abroad to attend international automobile shows based on
their performance at home.
ASSITANCE PROVIDED TO RETAIL CUSTOMERS: Current sales force provides
information about the product during purchase- mainly about the major features of the product,
but lack insight.

PROMOTION CAMPAIGN PLAN:

Target market-A Target market-B

End-users are Individual end-users Institutional Buyers
They read Newspapers, magazines regarding Newspapers, magazines regarding
fashion, Business, International politics. fashion, Business, International politics.
some also have access to the internet. Some also have access to the internet.
They watch Television, Specially cable channels,
Movies, billboards, neon signs.
They listen to Radios, peer group, family members, Experts, members of the institution,
experts, users. members of other institution
Their attitudes are
Their motivations are Money, luxury, status, benefit for the Efficiency, Economy, Quality,
family members.
Their behaviors are Individualistic, sociable, fashion Benefit seeking,
conscious.

Specify the overall theme of your promotion campaign

 The firm is customer oriented because our product provides the benefits such as luxury, comfort,
economy and safety desired by the end-users and also we care for the customer after purchase.
PROMOTION CAMPAIGN PLAN:

Objective task method

Objective Task
1)Increase awareness a) Advertisement in newspapers, magazines regarding fashion,
business, politics etc. to increase brand awareness.
b) billboards advertisements on important locations
2) increase sales a) ) increase the awareness about the benefit the firms products
have over its competitors product through placing informative ads
b) Offer to provide credit facilities through banks for purchasing our
product.
3) increase satisfaction to the already existing consumer a) Through service extension like mobile repair unit.
b) offering to act as agent if any customer wants to sell his car

PROMOTION CAMPAIGN PLAN:

Annual schedule of activities:
1. 1. Individual market: There is no particular pattern of sales in the individual automobile
consumer market. Therefore promotion campaign should be scheduled all the year round.
Advertisements in widely read magazines should be given as a constantly reminder, and monthly
advertisements in national dailies.

1. 2. Institutional market: institutional buyer usually make the purchase just before and after the
national budget because the funds are allocated to the institution (mainly in governments
institution) after the budget, and this fund has to be spent before the end of this budget period. So
promotion activities have to be directed to these institution in the second and third quarter of the
budget year.
PROMOTION CAMPAIGN PLAN:
End-users

Sales promotion activities Anticipated impact

Coupons for spare parts and optional fittings. This will stimulate the sales of spare parts and will also
promote our brand name.
Sweepstakes In trade fairs sweepstakes are held. A Nissan sedan can be
offered. This will promote our brand name among a large
number of people.
Gift items Gifts item such as household electronic appliances such as
refrigerator, television.
 Sales persons/spare parts distributor or seller

Promotion activities Anticipated impact

Sales awards Sales people will be motivated.
Premium for sales-force achievements Sales people will be motivated.
Sales aids This will improve communication with the consumer
Contests The sales persons and spares parts distributor will strive for
excellence

Public relational activities:

Publicity
1. News release:
a) Product: Introduction of new model through a launching ceremony.
b) Company: Sponsorship of any social events such as Environment cleaning program.
c) Personnel: Member of the firm traveling abroad for training on latest automobile technology.
1. News worthy events
Special events and participation:
1) Sponsored vents
1. Games: Games such as tennis, soccer etc.
2. Automobile shows: Till this day there has not been a automobile show held in Bangladesh.
This will help to promote the brand name.