PRODUCT MARKETING PLAN for Flying Cars

1. PRODUCT
MARKETING
PLAN
1918107 Simran Mondal
MSM532 MARKETING CIA 2

2. PRESENTATION
SUMMARY
● Our Company
● Product Highlights
● Internal & External influences
● Segmentation, Targeting & positioning
● Marketing Mix
● Future Goals

3. OUR COMPANY - ARISON
MISSION
To build the most enthralling car company of the
21st century that can change the future of
transportation through introduction of safe, reliable
and efficient autonomous, electric vertical take-off
and landing vehicle for the Indian market.
VISION OBJECTIVES
● To commercialize our technology and sell it to the
government and private sectors.
● Produce Eco-friendly cars.
● To enhance and improve public services
● To provide smooth transition between land and air
● To launch a vehicle that sustains the Indian
weather and climate changes
● To meet the demands of high-end luxury vehicle
To create and distribute roadable-aircraft by
providing exclusive features through a sustainable
mode that takes into consideration the welfare of
the people as well as the environment.

4. PRODUCT HIGHLIGHTS
ARISON
● We are proposing to introduce the next generation roadable aircrafts
exclusively designed for the Indian market.
● Our primary customer is the government whom we are focusing on
providing with Police, Ambulance, Fire Fighting & Natural
Disaster Response Flying cars (Service cars). Our secondary focus
is on the high end customers looking for speciality vehicles to meet
their luxury needs (Privately owned cars).
● The car will possess both driving as well as flying capabilities and
can be converted between the two with a simple push of a button.
● Electric vertical take-off and landing.
● No runway needed, Remote-controlled flight

5. CUSTOMER BASE
70% Public Sector Market (Government)
● Relatively limited market however the services are of high value.
● Air traffic management and technological advances could be regulated
by the government to understand and implement new laws in the future.
● Furthermore, this is the most suitable market to introduce such a highly
regulated and monitored product.
30%Private Sector Market (Affluent customers and
private hospitals)
● Legal and regulatory barriers
● Economic conditions of the market (developing country)

6. Internal factors External factors
Technological
factors
● Infrastructure
● Vehicle management
● Social mobility
● Impact on economy
● Performance in different weather
● Competition
● New entrants
Non-
technological
factors
● Perception
● Attitude and Beliefs
● Solution to the Gridlock problem
● Laws and regulations
● Socio-economic class
● Lifestyle
● Environmental impact
Factors Affecting Consumer Buying decisions
A factor that affects the public sector market (government as our customer) is the kind of contract that
we as a private company are willing to make with them. A cost- reimbursable contract ensures to pay
the direct and indirect costs along with a constant profit margin. This hugely impacts the government’s
decision to choose us over any competitors in the market.

7. FACTORS THAT AFFECT CONSUMER DECISION
INFRASTRUCTURE
Lack of existing infrastructure that could act as
alternatives to existing modes of transportation. There is
a need for a disruptive technology in the market.
VEHICLE MANAGEMENT
Vehicle that functions smoothly both on land and air
without inconvenience and disruption. Customers will
also receive training and maintenance procedures to be
provided by company.
SOCIAL MOBILITY
New importance of travel time, increase in
telecommuting, urbanisation and de-congestion
scenarios increases the viability of the market.
ECONOMY
Introduction of new- generation technology shall be linked to
marketplace transformation, improved standards of living
and a robust economic growth in both the private and public
sector.
WEATHER
The customers shall look into the impact of adverse weather
on the aircraft operations and performance. Nevertheless,
due to the compatibility mode of air and land features, while
operating on land, the car shall be completely unaffected by
adverse weather.
COMPETITION AND NEW ENTRANTS
Competitors in the market such as Pal V from a Dutch
background, The Uber-NASA collaboration for flying taxis and
AeroMobil 5.0 amongst many others are posing a threat. But
our main competitive advantage is that Arison shall be
completely a local brand that supports the ‘Make in India’
campaign and acts as a huge boost to the Indian economy.

8. FACTORS THAT AFFECT CONSUMER DECISION
PERCEPTION
Passengers trust and prefer to fly with a pilot in an
autonomous vehicle whereas there is apprehension
regarding an automated, pilot-less vehicle.
ATTITUDES AND BELIEFS
The belief that this shall bring about significant changes
in the future of transportation shall drive the viability of
the product. Furthermore, the need for the 21st century is
a vehicle that is sustainable and eco-friendly.
SOLUTION TO GRIDLOCK PROBLEM
Cutting emissions and freeing up roads especially in
metropolitan areas such as Mumbai, Delhi, and Bangalore
amongst many others shall be one of the factors that the
customers look forward to through the introduction of this
technology.
LAWS AND REGULATION
Flying over people, Air traffic management, emission, safety of
the passengers and fuel sources (amongst many others) are
areas which shall be strictly governed. New certifications and
frameworks need to be set in place to gain public confidence.
SOCIO-ECONOMIC CLASS AND LIFESTYLE
Customers looking for luxury vehicles (private ownership) seek
value and status from such cars and hence they derive the value
from the market that the brand targets. For example, the
misconception of Nano to position its car as a ‘cheap vehicle’
led to its failure.
ENVIRONMENTAL IMPACT
In the current environmental situation, people expect to see
technology help remove the harmful effects in the automobile
industry and hence, the popularity of electric vehicles is on the
rise.

9. ,
ARISON
PRIVATE SECTOR MARKET
PUBLIC SECTOR MARKET
(service cars)
POLICE
DEPARTMENT
PUBLIC HOSPITAL PRIVATE
HOSPITALS
(Service cars)
AFFLUENT
CUSTOMERS
(privately owned
cars)
FIRE DEPARTMENT
NATURAL DISASTER
RESPONSE
MARKET SEGMENTATION AND TARGET MARKETS

10. Types of segmentation Segmentation Criteria Service Cars Privately owned cars
Demographic
Age None Early 20’s to early 40’s
Annual income None Income above Rs. 50 Lakh PA
Occupation Police, Fire Fighters, Healthcare
workers, Emergency rescue team
employees, professionals, senior manager,
executives
Size of the industry No. of departments spread across
each state
-
Psychographic
Social class None Upper class
life style None Aspirer, Succeeder, Explorer, Reformer
Priority Public Health & services Safety, technologically advanced, luxury
Behavioural
Benefits sought ● Faster delivery of service
● Reduction in emission
● Improved standard of living/
economy
● Status
● Perception of being environmentally
friendly
● Long-term cost effectiveness
Purchasing habits Contractual basis Regular purchase of high end products
Geographic
Density Urban (City Centre) Urban
Climate conditions warm climate areas warm climate areas
MARKET SEGMENTATION

11. TARGET MARKET
Differentiated Marketing ( Multisegmented )
Within the Public sector market, we aim to target
the following 4 subdivisions
1. Police Department
2. Fire Department
3. Hospitals
4. Natural Disaster Rescue
Within the Private Sector market, we aim to
target the following :
Private hospitals & a few hundred rich
affluent car enthusiasts looking for
speciality vehicles to show off their wealth.
They mainly include ‘Power Players’ who can
afford a cost of Rs. 100 million or more.

12. PRODUCT POSITIONING
BRAND IMAGE
Elegance, Luxury and Exclusivity
A technology that dominates the
market. The first of it’s kind which
gains trust of the public through the
support of the government
INNOVATION AND ADAPTATION
The introduction of flying cars shall act as a
disruptive technology slowly bringing the traditional
modes of transportation in the target markets, out of
trend and only those who adapt can sustain.
SERVICE ORIENTED
Since we focus on 70% public sector
market, our services are available to
all sections of the economy
USER-FRIENDLY EXPERIENCE
360 degree surround view
Emergency parachute safety system
Microchip to track the car in case of
theft
Inbuilt GPS system
ECO-FRIENDLY
Electric Cars powered with solar
energy, noisy friendly flight
least disturbance to birds
population and migration
patterns.
Functional Positioning : Luxury product, Easy Transportation and Public service
Symbolic Positioning: Status quo
VALUE PROPOSITION
Lifeline; public safety; reduction of
travel time by 1.5-2 times, hence
reducing fatalities
It will be in accord with the equivalent service
dispatch protocol

13. Product Specifications:
● Electric vehicles powered completely with solar energy( In case of emergencies
engine can recharge battery)
● Driving & flying capabilities (No runway needed)
● Vertical take-off & landing
● Remote controlled access
● 360 Degree surround view
● Emergency parachute safety system
● Temperature controlled
● Weather conditions won’t affect battery consumption.
● Lightning proof
● Inbuilt GPS system
● Medical kits
● Average speed of 250mph, 300hp engine, 1000 miles range
Arison is divided into 2 categories:
1. Service cars- ARISON PXT, AMB,FFD,NDRD (80 % of each state will be
equipped by these within 15 minutes response time)
PRODUCT
MARKETING MIX

14. Built & Designed for Police Department, equipped with built in Camera &
recordings, Armoured - Bullet Proof body, They are used extensively by the police
to patrol and survey the population,establish and enforce laws protecting the
welfare, safety, and health of the public.
Built & Designed for Hospital Ambulance, features that truly save lives. They are
used for transportation of patients by ground or air, along with medical care.
These services are often provided during a medical emergency, but they are not
restricted to such instances. The vehicles are equipped with lifesaving
equipment(mini ICU, OT, with full Oxygen support & supplies) operated by
medically trained personnel. Both public and private hospitals will be equipped
with the same.
Built & Designed for Firefighters, equipped with Chemical composition to defuse
extreme fire situation or wildfires,Thermal cameras to identify fire sources and hot
spots,Infrared cameras that detect humans and animals, High-definition cameras
that can help identify products and codes on packaging to determine potentially
dangerous and flammable goods. it has Heat resistant & fireproof body. Also used
to rescue fatalities from high scrapers during fire breakout.
ARISON - FFD
ARISON - AMB
ARISON - PXT

15. Built & Designed for Natural Disaster Response Department, they launch
quickly in dangerous situations like tornadoes, earthquakes, hurricanes, floods
and any other disaster these locate survivors and send data about their
whereabouts to responders on the ground. It can fly through the dark and live-
stream night-vision footage to people on the ground, its paths automatically
programmed so it doesn't miss a spot. A mounted infrared camera can pick up
on heat signatures of bodies, pinpointing the locations of survivors so rescuers
know where to go.
2. Privately Owned cars : ARISON LUX
Built & Designed for Affluent customers for meeting their luxury needs, this
beast features power and precision at the same time, it is equipped with Four
seater entertainment system,wood trim and an assortment of high-tech displays.
Battery package and drivetrain optimisation for fleet use to maximise utilisation
in both urban and inter-urban areas. It aims at reducing transportation time,
Traffic accidents & decrease pollution.
ARISON - NDRD
ARISON - LUX

16. For the public sector market
● Unlike other business contracts, dealing with the government requires private companies
to meet certain qualifications. Hence, the company focuses on creating cost-reimbursable
contract where both the direct and indirect costs are reimbursed on incidence as well as a
steady percentage of profits shall be maintained.
● The profit margins shall be maintained at slightly lower level as compared to the luxury
car segment to ensure our objective to serve the government is not compromised.
For the private sector market
● Premium pricing strategy. It involves high price points on the basis of uniqueness or high
value attributed to the company’s products.
● Customers are willing to pay relatively high prices for Arison automobiles, which are
considered, advanced in terms of technology and ecology. Thus, innovation and product
design are significant factors in successfully using the company’s approach to this part of
the marketing mix.
● Premium pricing agrees with the generic strategy of differentiation, which emphasizes
uniqueness of products. Hence, the price shall range between Rs. 100 million to Rs.110
million. These prices influence profits and customers’ perception.
PRICE

17. ● The place of manufacture and distribution channels shall maintain a clear distinction
between service cars and privately-owned cars in order to ensure that the funds received
from the government can be distinctly accounted for.
● The service cars shall be manufactured in government-owned plants across the country
and directly distributed to the respective departments in each state.
● Whereas the privately-owned cars shall be manufactured across the country in having
headquarters in each of the 4 divisions( North, South, West and East) and distributed to
company-owned showroom, galleries & service centres which shall be present at all the
metropolitan and cosmopolitan cities.
Brand image and value proposition form a major part of our promotion
For the public sector market
● Intra-governmental partnerships and government-industry collaboration
For the private sector market (niche market)
● Promotional communication shall be established through the performance and
promotion of service cars. In other words,the service cars in the market shall
influence the prospective customers to draw their attention.
● Furthermore, premium pricing of such cars shall act as perceptual value in this sector.
PROMOTION
PLACE

18. Our company will eventually also have to learn
how to mitigate risks associated with flying and
driving. In the future, we plan to expand by
offering contracts to Army, Air force & navy in
the public sector market & introduce Airport
service cars, Rental air cars & Air Taxis in the
private sector market. These can help us target a
larger area coverage, and improve based on the
changing environment. It might be a rocky road to
meeting stringent requirements that must be met
for a car to get on the road and sky but we plan to
sustain and grow through the rapid urbanisation
and urban mobility.
THE FUTURE OF
TRANSPORTATIO
N