This document is a marketing term report submitted by students Shayan Khan, Ahsan Ali, and Jamshad Ali to their professor Zahid Iqbal. It includes an executive summary of a new electric vehicle brand called Eco Tech Auto Company, along with sections on the company's mission and vision, market analysis, marketing strategies, sales forecasts, and customer service initiatives.

1. Term Report
Marketing Management
Sir Zahid Iqbal
Submitted By
SHAYAN KHAN (20202-27032)
AHSAN ALI (20231-34416)
JAMSHAD ALI (20231-30469)
Institute of Business Management Karachi Pakistan (IoBM)

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ACKNOWLEDGMENT
Dated - 13 Dec 2023
Marketing Management-Term Report
It’s a matter of great pleasure for us to announce that we have completed our final term report of
marketing Management; this vigorous work would not have been completed without the help of our
respected Faculty and Mentor Mr. Zahid Iqbal. His continuous help throughout the course made it
possible for us to complete our work on time. Furthermore, I Acknowledge the contribution of my
Group members Ahsan Ali and Jamshed Ali who provide valuable input and time to complete this Final
report of Marketing Management.
Best Regards,
Shayan Khan
Ahsan ALI
JAMSHAD ALI

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Table of Content
EXECUTIVE SUMMARY:.................................................................................................................................3
MISSION STATEMENT: ..................................................................................................................................3
VISION STATEMENT: .....................................................................................................................................3
MARKET SUMMARY:.....................................................................................................................................3
SWOT ANALYSIS:...........................................................................................................................................4
COMPETITION ANALYSIS:..............................................................................................................................5
MARKETING STRATEGY:................................................................................................................................5
BUSINESS MODEL CANVAS OF ETAC.............................................................................................................5
STRATEGIES TO CONSIDER:...........................................................................................................................7
4 P's:..............................................................................................................................................................7
MARKETING RESEARCH:................................................................................................................................8
SALES FORECAST:..........................................................................................................................................8
CUSTOMER SERVICE INITIATIVES:.................................................................................................................9
LOYALTY PROGRAMS: .................................................................................................................................10
CONCLUSION:..............................................................................................................................................10

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EXECUTIVE SUMMARY:
BRAND AND PRODUCT DESCRIPTION: Our brand, Eco Tech Auto Company (ETAC), introduces
a new line of compact, fuel-efficient vehicles equipped with innovative technology and a focus on
sustainability. The flagship product, the ETAC Eco Drive, is a compact car designed for urban commuting
with superior fuel efficiency and smart connectivity features.
MISSION STATEMENT:
At Eco Tech Auto Company (ETAC), our mission is to revolutionize Pakistan's transportation landscape
by providing sustainable, innovative, and affordable electric mobility solutions. We are committed to
leading the charge towards a cleaner and greener future, reducing carbon emissions, and fostering
environmental sustainability while offering superior quality electric vehicles that meet the diverse needs
of Pakistani consumers.
VISION STATEMENT:
Our vision at Eco Tech Auto Company (ETAC), is to be the forefront of the electric vehicle revolution in
Pakistan. We envision a future where EVs are the norm, not the exception, contributing significantly to a
healthier environment and a more sustainable society. Through relentless innovation, technological
advancement, and a customer-centric approach, we aim to drive the widespread adoption of electric
vehicles, setting new benchmarks in efficiency, performance, and environmental responsibility across
the nation.
MARKET SUMMARY:
DEMOGRAPHICS: Targeting urban and semi-urban areas, appealing to young professionals and
families seeking affordable yet reliable transportation.
• Age: 25-40, primarily young professionals and families.
• Income: Middle to upper-middle class.
• Lifestyle: Urban and semi-urban residents seeking reliable transportation for daily commute and
family use.
GEOGRAPHICS: Initial launch in Karachi, Lahore, and Islamabad, followed by expansion to other major
cities.
• Showrooms strategically placed in central areas with high foot traffic and visibility.

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MARKET NEEDS: Addressing the growing demand for eco-friendly, affordable, and technologically
advanced vehicles in Pakistan's congested urban areas.
1. Eco-friendly vehicles that offer cost-efficient commuting in congested urban settings.
2. Connectivity features, such as smartphone integration, navigation, and safety technology.
3. Reliable after-sales service and maintenance options.
MARKET GROWTH: Recognizing the upward trend in consumer preference for environmentally
conscious and cost-effective transportation solutions.
• Pakistan's automotive industry experiencing a gradual shift towards eco-friendly and
technologically advanced vehicles.
• Increasing consumer awareness and concern for environmental sustainability.
SWOT ANALYSIS:
STRENGTHS:
1. Innovative technology
2. Eco-friendly design
3. Strategic pricing
4. strong urban market appeal.
WEAKNESSES:
1. Lack of brand recognition initially
2. limited initial model range compared to established competitors.
OPPORTUNITIES:
1. Growing demand for environmentally friendly vehicles
2. Potential partnerships for infrastructure development (charging stations, etc.).
THREATS:
1. Intense competition from established brands,
2. Economic fluctuations impacting consumer purchasing power.

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COMPETITION ANALYSIS:
LIMITED TECHNOLOGICAL ADVANCEMENTS: Compared to international counterparts, Suzuki
vehicles in Pakistan may lack advanced features and technology.
PERCEPTION OF QUALITY: Some consumers perceive Suzuki vehicles as lacking in terms of build
quality and features compared to competitors.
There might be concerns about after-sales service quality and availability of spare parts in certain areas.
PRODUCT RANGE: Suzuki offers a limited portfolio, covering small vehicle segments with different
consumer preferences and needs.
PRICING STRATEGY: Suzuki vehicles are competitively priced to appeal to the mass market. The
pricing strategy caters to the middle-income group, making Suzuki a popular choice in Pakistan's
automotive market.
MARKETING STRATEGY:
TARGET MARKETS: Young urban professionals, eco-conscious consumers, and budget-conscious
families.
POSITIONING: Positioning ETAC Autos as the go-to brand for eco-friendly, technologically advanced,
and affordable vehicles.
BUSINESS MODEL CANVAS OF ETAC
VALUE PROPOSITION:
• Offer affordable, high-quality electric vehicles that cater to Pakistan's market needs.
• Provide a sustainable, eco-friendly mode of transportation.
• Efficient after-sales service and maintenance.
CUSTOMER SEGMENTS:
• Urban commuters looking for cost-effective and environmentally friendly transportation.
• Corporate fleets seeking to reduce operating costs and carbon footprint.
• Government entities interested in adopting green initiatives.
CHANNELS:
• Online sales platform and physical showrooms in major cities.
• Partnerships with local dealerships and distributors.

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• Collaborations with government agencies for bulk purchases.
CUSTOMER RELATIONSHIP:
• Establish a customer-centric approach with strong customer support.
• Regular updates, newsletters, and user communities to engage with customers.
• Feedback mechanisms for continuous improvement.
REVENURE STREAM:
• Vehicle sales: Direct sales and dealership margins.
• After-sales services: Maintenance, spare parts, and subscriptions for premium services.
• Collaborations with charging infrastructure companies for charging network revenue sharing.
KEY RESOURCES:
• Research and development for innovative EV technology.
• Manufacturing facilities for vehicle production.
• Skilled workforce and strategic partnerships with suppliers.
• Access to government incentives and subsidies.
KEY ACTIVITIES:
• Research & Development: Continuous improvement of EV technology.
• Manufacturing & Assembly: Efficient and scalable production.
• Marketing & Sales: Creating brand awareness and market penetration.
• Service & Support: Providing excellent after-sales service.
KEY PARTNERSHIPS:
• Battery suppliers for reliable and cost-effective energy solutions.
• Government bodies for policy support, incentives, and infrastructure development.
• Charging infrastructure companies for building a robust charging network.
COST STRUCTURE:
• Research and development costs.
• Manufacturing and operational expenses.
• Marketing and advertising expenses.
• Employee salaries and infrastructure costs.

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INFRASTRUCTURE:
• Establish a network of charging stations in major cities and along highways.
• Collaborate with existing businesses to install chargers at their locations.
• Offer home charging solutions to customers.
STRATEGIES TO CONSIDER:
1. MARKET PENETRSATION: Initially focus on densely populated urban areas before expanding to
other regions.
2. GOVERNMENT COLLABRATION: Leverage government incentives and policies promoting EV
adoption.
3. PARTNERSHIPS: Collaborate with financial institutions to offer financing options for buyers.
4. EMOTIONAL CAMPAIGNS: Educate the market about the benefits of EVs and address any
misconceptions.
5. SCALABILITY: Plan for scalable manufacturing to meet increasing demand.
4 P's:
PRODUCT: Emphasizing innovation, eco-friendliness, and connectivity features.
PRICE: Competitive pricing with flexible financing options.
PLACE: Strategically located showrooms in major urban areas.
PROMOTION: Integrated marketing campaigns emphasizing eco-friendly technology, affordability, and
convenience also Collaborate with environmental NGOs or government initiatives to promote eco-friendly
transport.
DISTRIBUTION: Leveraging partnerships with dealerships and exploring online sales channels to enhance
accessibility.
1. Dealership Partnerships: Forge partnerships with established dealerships in target cities,
ensuring optimal market coverage and customer accessibility.
2. Online Presence: Implement a user-friendly online platform for sales, service bookings, and
customer inquiries to cater to the digitally savvy consumer segment.

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MARKETING RESEARCH:
Conducting surveys, focus groups, and market analysis to refine product features, pricing strategies, and
marketing messages.
• SURVEYS: Conduct extensive surveys to understand consumer preferences regarding vehicle
features, pricing, and brand perception.
• FOCUS GROUPS: Engage focus groups to gather qualitative insights into customer expectations
and perceptions of eco-friendly vehicles.
• MARKET ANALYSIS: Utilize industry reports, sales data, and trends to identify growth
opportunities and market gaps.
VALUE CREATION, COMMUNICATION, AND DELIVERY: Highlighting the value proposition
of ETAC Autos through marketing campaigns, emphasizing eco-friendliness, cost-effectiveness, and
advanced technology. Using social media, influencers, and traditional advertising to reach the target
audience.
DIGITAL MARKETING: Social media campaigns, influencer partnerships, and targeted online ads
emphasizing the brand's values and benefits.
EVENT SPONSORSHIP: Sponsor local events, workshops, or green initiatives to enhance brand
visibility to community engagement & Value Creation, Communication in society.
VALUE PROPOSITION: Emphasize the reduced carbon footprint, fuel efficiency, and long-term cost
savings of owning an ETAC EcoDrive & Communicate reliability, safety features, and a user-centric driving
experience.
CUSTOMER SERVICE EXCELLENCE: Prioritize exceptional after-sales service, warranty options,
and readily available spare parts to build trust and loyalty among customers.
SALES FORECAST:
Utilizing market research data, projected demand, and competitor analysis to forecast sales figures for
the initial launch period and subsequent quarters.

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INITIAL YEAR PROJECTIONS:
1. Targeting sales of 5,000 units of ETAC EcoDrive within the first year.
2. Gradual growth to achieve a 15% market share in the compact car segment within three years.
SEASONAL VARIATIONS: Account for seasonal fluctuations in sales, considering factors like
festivals, tax seasons, and promotions.
COMPETITIVE PRICING: Offer competitive prices for ETAC EcoDrive compared to Suzuki Pakistan's
equivalent models & introduce introductory pricing or promotional offers to incentivize early adoption.
FLEXIBLE FINANCING OPTIONS: Collaborate with financial institutions to provide attractive
financing plans, low down payments, and extended warranty packages.
• Implement leasing options for customers seeking more flexibility in ownership.
VALUE-ADDED PACKAGES: Offer bundled packages including maintenance plans, insurance deals,
or complimentary accessories to enhance the perceived value for customers.
CUSTOMER SERVICE INITIATIVES:
SERVICE EXCELLENCE: Establish a dedicated customer service team trained to address inquiries
promptly and efficiently & implement a 24/7 helpline for roadside assistance and customer support.
TRAINING AND EDUCATION:Conduct regular workshops and tutorials for customers to familiarize
them with the vehicle's features, maintenance tips, and eco-driving techniques.
FEEDBACK MECHANISMS: Create multiple channels for customers to provide feedback,
suggestions, and complaints, ensuring swift resolution and continuous improvement.
PERSONALIZED EXPERIENCE: Tailor service experiences based on customer preferences and
previous interactions to build long-term relationships.
EXTENDED WARRANTY OPTIONS:Offer extended warranty plans beyond the standard coverage
to instill confidence in the product's reliability.
SCHEDULED MAINTENANCE: Provide hassle-free scheduled maintenance plans, ensuring regular
upkeep and vehicle longevity.

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ACCESSIBLE SPARE PARTS: Ensure availability of genuine spare parts through authorized service
centers to minimize downtime for repairs.
LOYALTY PROGRAMS:
REWARDS AND INCENTIVES: Implement loyalty programs offering discounts on future purchases,
exclusive offers, or priority servicing for repeat customers.
REFERRAL PROGRAMS: Encourage existing customers to refer friends and family through referral
programs with incentives for successful referrals.
CONCLUSION:
This comprehensive marketing plan provides a detailedroadmap for ETAC Autos to penetrate and establish
a competitive edge in the Pakistani automotive market, offering an eco-friendly, technologically advanced,
and affordable alternative to Suzuki Pakistan.