As a part of Course Requirement of MKT-401 Principles of Marketing we had to lunch a new product.

2. Marketing Plan
 Syed Shah Faisal Imam
 Muhammad Bilal
 Usman Qaiser
 Muhammad Furqan

3. EXECUTIVE SUMMARY
 HONDA SPARK Pvt. Ltd is a new entering
partnership firm in the market. It aims to
provide safe and convenient ride to the
public.
 targeting young boys and girls ,women of 18-
28 years age.
 Developing a Need that is not present but the
reasons for the needs are there.

4. COMPANY HISTORY
 Established in 1962 as Atlas Autos Ltd with the collaboration of Honda
Motor Company Ltd.
 In 1964 it started its production and in 1979 Panjdarya Incorporation
Ltd was established to expand its production.
 In 1987 a factory was established in Karachi to manufacture the engine
of CD 70 motor bike.
 In 1992 another factory in Sheikhupura to produce Honda CG 125
engines was established.
 Atlas Autos Ltd was changed into Atlas Honda Ltd

5.  By 1995 AHL started to import its product to Nepal, Bangladesh, Sri
Lanka, Middle East and Central Asia.
 ISO 9002 certification and ISO 14001-2004 Environment Certificate.
 Atlas has the country’s largest in-house manufacturing capability of
motorcycles.
 Karachi plant produces Honda 70 - 300 units/day
 Sheikhupura manufactures all four models of AHL i.e. CD 70, Pridor, CG
125, CG 125 Deluxe and CD Dream.

6. Market Summary
 Modes ofTransportation is rickshaw, Qinchi
or buses for young boys and girls.
 Changes in the society in terms of women
also contributing towards the family earning.
 Safety concerns as dependant on the driver
of the vehicle.

7. Market Needs
 Currently there is to be a need created for a
safe and self controlled mode of transportation
for girls and boys being students.The need is to
be placed in their and parents mind as a much
safer and convenient way of transportation
than Rickshaw and buses.

8. SWOT Analysis
STRIENGTHS WEAKNESS
 Quality products
 Environment friendly
 Easy to approach outlets
 Only manufacturer in the market
 Light weight
 Affordable prices
 Availability of cheap consumer
financing
 Low maintenance
 Distribution Network
 Limited target market
 Do not have own production plant
 Limited funds
OPPORTUNITIES THREATS
 Can expand local market
 Large room for innovation
 Still untapped market
 New entrants in the market
 Law and order situation
 Conservative society
 New trend, chances of un acceptance

9. Competition
 Direct Competitor:
 No Direct Competitor as new entry into this field.
 Indirect Competitors:
 Mode of transportations used by young boys and
girls are mostly Rickshaw and buses which can
be considered as indirect competitors as
planning a switch of those customers to HONDA
HONDA SPARK.

10. Key Success Factors
 Our unique selling preposition or the point of
differentiation is that we are coming up with
a scooter that is light in weight, economical
because it consumes less fuel, is
environmental friendly, requires less space, is
cost effective and most of all its youth!!!

11. MARKETING STRATEGY
“The vision of HONDA SPARK is to provide
world’s best two wheeler that is for everyone.”
Vision
Mission
“HONDA SPARK’s mission statement is based
on three fundamental values which are as
follows:
•Convenient travelling
•Environment friendly
•Continuous improvement”

12. Marketing Objectives
 To introduce every literate girl of age bracket
15-28yrs to experience the ride of HONDA
HONDA SPARK. By 2015.
Financial Objectives
To achieve the introductory target of selling
10,000units nationally generating Rs.
Rs350,000,000 by year of 2015.

13. SEGMENTATION:
 Geographic
 Demographic
 Psychographic
 Behavioral

14. Target Market:
Basis of Segmentation Target Segments
Age 18-28
Income Middle-middle, Middle-upper,
Upper-lower, Upper-middle &
Upper-upper
Profession Students & Young working boys
girls and women
Lifestyle Modern & Independent
Geographic Area Urban
Benefits Quality, Economy & Convenience

15. Positioning Statement:
“To young boys and girls who find it difficult
and have think before traveling to places, HONDA
SPARK comes up easy to use, low cost,
economical and more importantly your own
personal scooter so that you can light up your life
your own way.”

16. Product
 TwoWheeler
 Stylish for youth
 Economical easy on pocket
 Independency

17. Price
PRODUCT RANGE PRICE
HONDA SPARK nano RS 35000

18. Place

19. Promotion

20. BUDGETS
Total per unit price of HONDA
SPARK includes
Price of raw materials 9000
Electricity charges 5000
Other factory overheads 5000
Marketing 5000
Miscellaneous 1000
Profit on per unit 10000
Total price of HONDA SPARK 35000

21. Budgets In Different
Promotional Activities:
Electronic Media
Channels Time Duration Total
GeoTV Prime time 1 Min 50000
ARY Prime time 1 Min 48000
Samaa prime time 6-8pm 1 Min 46000
HumTV prime time 1 min 46000
Total 190,000

22. Print Media page Color Size Daily basis Weekly
basis
Charges
News paper &
Magazine
Jang Mid colored Standard Daily 5500
Express Front colored Standard Daily 4500
Dawn Back colored Standard Daily 7000
Daily times Back colored Standard Daily 3500
Akhbar-e-
jahan
Back Black &
white
Standard Weekly 2600
Total
23100
Bill boards:
Location Size Duration Total cost
Shahr-e-faisal 20*60 1 month 80000
Clifton 20*60 1 month 90000
Gulshan 20*60 1 month 60000
North
Nazimabad
20*60 1 month 50000
Total
280000

23. CONTROLS
 BrandViewer ship
 Surveys in Universities and collages
 Product Acceptance by the customers
 Product Complains with respect to the
maintenance record
 Analyzing the customers age group and
class.