This document outlines a marketing plan for a group called Achievers. It includes an introduction, strategies, new product development process, consumer needs analysis using STP (Segmenting, Targeting, Positioning) and a PESTEL analysis. It also includes analyses of competitors like Suzuki Kwid, competitive advantages, sales analyses, product life cycles, SWOT analysis, and recommendations. The plan is focused on introducing and marketing the Renault Kwid hybrid in Sri Lanka.

1. 1
Group- Achievers
Members
• Sachith Bandaranayake
• Rushanthi Balasuriya
• Danushka Chathuranga
• Nishadi Chandrasena
• Madhawa Wijesinghe
• Chaminda Pathirana
MARKETING

2. Outline
 Introduction
 Strategies
 New Product Development Process
 Need of consumers
 STP Process
 Promotions
 Competitor Analysis
 Competitive Advantage
 PESTEL Analysis
 Ansoff Matrix
 BCG Matrix
 Sales Analysis
 Competitor Reaction
 Product Life Cycle
 SWOT Analysis
 Recommendation
 References
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3. 3

4.  Renault, Western Europe’s No. 1 selling vehicle
 Famed for its safety features and innovative technology
 Re-launched by Associated Motorways in Sri Lanka in March 2004.
 AMW technical staff has undergone extensive training by Renault’s trainers both locally and
overseas to ensure expert services for Renault’s Sri Lankan customers.
 AMW provides sophisticated equipment and stocks of Renault spare parts for efficient after sales
service.
Source - https://www.amwltd.com
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5. Renault’s 3F Strategies
 Fast (adaptation to the needs of Sri Lanka must take place within 12 months)
 Frugal (limited budget)
 Fantastic (without compromising on quality).
Source - http://www.businesstoday.in/magazine/case-study/story/199321.html
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6. New Product Development Process
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Source – Kotler & Keller, 2012

7. Need of consumers
 Exterior – SUV inspired look.
 Space – Family car with comfortable.
 Economical Car – Fuel Consumption & Maintenance
 Safety - Improved air bags.
 Interior - Compact two tone.
 Full option.
 Warranty & after sales.
7

8. Any customer can have a car painted
any color that he wants so long as it is
black – Henry Ford 1909
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9. Segmenting
9
Urban
Semi Urban
Rural
Social class
Masculine &
feminine
Age
Gender
Education
Income
Price
sensitivity
Appearance
Brand loyalty
Usage level

10. Targeting
10

11. Positioning
11

12. Promotion
12

13. 13
Suzuki KWID
In the car market for Last 10 years Launched in June 2016
Known car brand Unknown car brand
Have a product range of more than 10
vehicles
Only one product
Established service centers all around
the island
Still developing
25 sales outlets in the country One showroom
Competitor Analysis

14. 14
Competitive Advantages
2,335,000
/-
2,095,
000
2,292,
000
2,390,
000

15. PESTEL Analysis
15

16. Ansoff Matrix
16

17. BCG Matrix
17
Expected move

18. 18
Sales Analysis - Market stance
Source – Department of Motor Traffic SL, 2016

19. 19
Sales Analysis - Key Competitor
5081
2043
3033
SUZUKI ALTO KWID
Sales- Jun to Dec
suzuki Alto Kwid
Source – Department of Motor Traffic , 2016

20. Sales Analysis – Projection Vs Actual
20
Source – Finance Report, Renault Sri Lanka

21. Competitor Reactions
21

22. 22
Product Life Cycle

23. 23
SWOT Analysis

24. Recommendations
 Expanding the sales outlets
 Online ordering facilities
 Product bundling- warranty + insurance + financial services.
 Improving product to cater wider market segment.
 Brand repositioning through changing the marketing mix.
 Convert to a Hybrid vehicle at same price range
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25. Introducing – The Nurse Kwid
25

26. 26
Department of Motor Traffic , 2016. vehicle registration.
Kotler, P. & Keller, K. L., 2012. Marketing Management. 14th ed.
s.l.:Prentice Hall.
Blythe, J., 2005. Essentials of Marketing. 3rd ed. s.l.:s.n.
Hooley, G., Sounders, J. & piercy, N., 2004. Marketing Strategic &
competitive positioning. 3rd ed. Edinburgh .
Poter, M., 1996- December. What is Strategy. Harverd Business review,
pp. 60-79.
Bibliography

27. THANK YOU !!!
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