MK3001 - Primo Sharp, Mini Car Marketing Plan

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MK3001, Marketing Planning & Control, In-Class Group Presentation, London Metropolitan University, London, UK (November 2011)

Topic: Competitive Advantage & Marketing Strategies for a hypothetical UK car manufacturer including Segmentation, Targeting, Positioning, Marketing Objectives, Marketing Mix Strategies, Budgeting & Financial Forecast.

http://uk.linkedin.com/in/marianzinn
http://about.me/marianzinn

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MK3001 - Primo Sharp, Mini Car Marketing Plan

  1. 1. Marketing Planning & ControlCompetitive Advantage & Future Strategies Presented by: Marian Zinn - 09000016 Jessica Horner - 09009802 Luisa Carnello - 08070434 Tosanmofe Edun - 08002863 Iness Naciri - 09012585 Moonika Kargenberg - 09019641 www.company.com
  2. 2. AGENDA www.company.com
  3. 3. SEGMENTATION – Car Buyers WHO WHAT CHOSEN BY... HOW MUCHABC1 25-34 parents Larger vehicles less 7,000£ /no more Actual price of carwith young children than 9,000 £ larger vehicles designed with families in mind. (Mintel, 2009) Why mainly Used Car large Smaller vehicles Reliability & from 7,000£ and ABC1 45- 55+ Fuel Consumption over 10,000£Why mainly Many consumers here have high relative wealth, further boosting potential for second car sales (Mintel, 2009) New Carsmall & new Older adults are less likely to have dependents, resulting in a greater potential interest in small cars.(Mintel, 2009) www.company.com
  4. 4. TARGET MARKET ABC1 Female Male 45-54 55+ no childrenMultiple ownership of cars 3.5 million no mortgage or large expenses average of 13% have intent to buy a new car no need for family car SMALL SECOND CAR SMALL CAR Reliability & Fuel Consumption -> save money in long term The trend towards smaller cars is more fundamental and is the result of high fuel prices, which, after the fuel price shock of 2008, has resulted in a belief that fuel prices will rise in the future, encouraging consumers to opt for smaller fuel efficient cars and diesels in particular. (Mintel, 2009) www.company.com
  5. 5. POSITIONING STRATEGY Long-term affordability & reliability Fuel efficiency, low servicing costs, low tax, low insurance premiums & long warranty period www.company.com
  6. 6. PERCEPTUAL MAP Functional Appeal (Low Running Costs/Reliability) PRIMO SHARP Toyota iQ Fiat Panda Suzuki Alto Hyundai i10 Renault Twingo Nissan Pix Ford Ka Scoda Fabia KIA Picanto Toyota Aygo Nissan Micra Chevrolet SparkLow Price High Price (£6,500) (£14,000+) Peugeot 107 VW Up! Seat Ibiza Renault Clio Ford Fiesta Fiat 500 Smart fortwo Mini Hatch Symbolic Appeal (Design/Stylish/Image/Comfort) www.company.com
  7. 7. MARKETING OBJECTIVES Market share Year Total Sales (Mini Car Segment) 2011 5098 8.8% 28,581 units 2012 6998 10.2% 2013 9,354 11.4% 22,520 units 2014 12,229 12.7% 2015 11,770 10.4% 2016 10,750 9.8% Total = 51,101 units se From 9% to 12.7% Maintain above 9% se Awareness to 75% Reach 85% www.company.com
  8. 8. 4Ps – PRODUCT DESIGN www.company.com
  9. 9. 4Ps – PRICING STRATEGY www.company.com
  10. 10. 4Ps – DISTRIBUTION STRATEGY• Established dealer network• The importance of dealership www.company.com
  11. 11. 4Ps – PROMOTION STRATEGY• Integrated Marketing Communications provided by full-service agency• Below-the-Line & Above-the-Line Tactics www.company.com
  12. 12. BUDGET & FORECASTING 5 Year Profit & Loss Forecast 2012 2013 2014 2015 2016 TOTAL ForecastSales Volume 6998 9354 12229 11770 10750 51101 Revenue £38.8m £55.2m £72.2m £60.5m £55.2m £281.9m COGS 85% £33.0m £46.9m £61.4m £51.4m £46.9m £239.6mGross Profit £5.8m £8.3m £10.8m £9.1m £8.3m £42.3mFixed Costs 10% £3.8m £5.5m £7.2m £6.0m £5.5m £28.2m Promotion £3.0m £2.5m £2.0m £1.5m £1.0m £10.0m Net Profit/Loss -£1.0m £0.26m £1.6m £1.5m £1.8m £4.1mBreak Even 7208 9310 11956 11473 10407 49569 www.company.com
  13. 13. THE END THANK YOU FOR YOUR ATTENTION.PLEASE FEEL FREE TO ASK QUESTIONS. www.company.com
  14. 14. REFERENCESCredit Plus (2011), UK Car Sales Rise for First Time in More Than a Year. [ONLINE] Available at: http://www.creditplus.co.uk/used-car-and-finance-news/ Motoring-/UK-Car-Sales-Rise-for-First-Time-in-More-Than-a-Year/998699919/. [Accessed 20 November 11].Fill, C. (2009), Marketing Communications: Interactivity, Communities and Content, Pearson Education Limited: Essex, UKGMID. (2010). Consumer and Lifestyle in United Kingdom. [ONLINE] Available at: http://0-www.portal.euromonitor.com.emu.londonmet.ac.uk/Portal/Pages/Search/ SearchResultsList.aspx. [Accessed 14 November 11].Key Note (2011). Motor Finance Market Assessment 2011 [Online]. Available at: https://www.keynote.co.uk/ market-intelligence/view/product/10393/motor-finance? highlight=motor+finance+2011&utm_source=kn.reports.search [Last accessed 20 November 2011]Keynote. (2010). Vehicle Breakdown Services Market Assessment. [ONLINE] Available at: https://www.keynote.co.uk/market-intelligence/view/product/ 2396/vehicle-breakdown-services/chapter/3/executive-summary. [Accessed 14 November 11].Karmarama (2011). Karmarama [Online]. Available at: http://www.karmarama.com/ [Last accessed 20 November 2011]London Vauxhall (2011). Vauxhall dealers [Online]. Available at: http://www.londonvauxhall.co.uk/ [Last accessed 20 November 2011]Mintel (1). (2011) Car Buying -UK . [ONLINE] Available at: http://0-academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=545223/display/id=572398?select_section=545223. [Accessed 14 November 11].Mintel (2). (2011). The Car Market - Out of Recession? - UK . [ONLINE] Available at: http://0-academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/ search_results/show&/display/id=574361. [Accessed 14November 11].Mintel. (2009). Purchasing of New and Second-hand Cars -UK . [ONLINE] Available at: http://0-academic.mintel.com.emu.londonmet.ac.uk/sinatra/oxygen_academic/search_results/show&/display/id=479521. [Accessed 14November 11].Smith, P. and Taylor, J. (2004), Marketing Communications: An Integrated Approach, London: Kogan Page LimitedVauxhall (2011). Vauxhall Motors UK [Online]. Available at: http://www.vauxhall.co.uk/ [last accessed 20 November 2011] www.company.com

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