The document summarizes a company's plan to introduce a new hybrid car called the "Highflier" in Latin American markets like Brazil, Argentina, and Colombia. The company aims to become the market leader in hybrid cars through innovative design, competitive pricing between $28,000-$31,000, and a promotion strategy leveraging football tournaments and celebrity brand ambassadors. Key elements of the plan include a joint venture with Fiat to reduce costs, targeting middle-to-high income consumers appealing to environmental and economic benefits, and a promotional launch centered around football leagues.

1. HYBRID CAR
HIGHFLIER
THE FUTURE IS IN YOUR
HANDS
Group No. 13

2. Our Brand
• VISION
“To become the most respected and admired car company.”
• MISSION
“Touch the hearts of our customers by providing Innovative products
and services of superior quality at a competitive price.”
• CORPORATE OBJECTIVE
“To become the Market leader in hybrid car category”

3. DESIGN OF ‘HIGHFLIER’

4. Our Hybrid Car.
CAR NAME- “HIGHFLIER”
CAR VARIANTS:
a. ‘Hybrid model’
b. ‘Hybrid with Leather and Satellite Navigation’
Pros of an
hybrid car
•Environment
•Tax Breaks
•Fuel Saver
Cons of an
hybrid car
•Cost
•Batteries

5. The Marketing Mix.
THE PRODUCT:
a. ‘Hybrid model’
B. ‘Hybrid with Leather and Satellite Navigation’
The 2nd variant will have extra features given below:-
• Satellite-Linked Navigation System with Voice Recognition, FM Traffic and
Multi-Angle Rearview Camera with Guidelines
• Leather-Wrapped Steering Wheel
• Illuminated Steering Wheel-Mounted Cruise, Audio, Phone and Navigation
Controls
• Leather-Trimmed Interior
• Heated Front Seats
• Body-Colored, Heated Power Side Mirrors with Integrated Turn Indicators

6. ENGINE SPECIFICATIONS
Hybrid
Hybrid with Leather
Engine Type
In-Line 4-Cylinder
In-Line 4-Cylinder
Engine Block/Cylinder Head
Aluminum-Alloy
Aluminum-Alloy
Displacement (cc)
1497
1497
Horsepower @ rpm (Combined:
110 @ 5500
engine (SAE net) + electric motor)
110 @ 5500
Torque (lb-ft @ rpm, combined
127 @ 1000-3500
engine (SAE net) + electric motor)
127 @ 1000-3500
Redline (rpm)
6000
6000
Bore and Stroke (mm)
73 x 89.4
73 x 89.4
Compression Ratio
10.8:1
10.8:1
Valve Train
8-Valve SOHC i-HTEC®
8-Valve SOHC i-HTEC®
Multi-Point Fuel Injection
Standard
Standard
Drive-by-Wire Throttle System
Standard
Standard
Front-Wheel Drive
Standard
Standard
Eco Assist™ System
Standard
Standard
CARB Emissions Rating[1]
ULEV-2/AT-PZEV
ULEV-2/AT-PZEV
Direct Ignition System with
Immobilizer
100K +/- Miles No Scheduled TuneUps[2]
Standard
Standard
Standard
Standard

7. Battery
Hybrid
Hybrid with Leather
Lithium-Ion (Li-Ion) Battery
Standard
Standard
Output (kW)
20
20
Voltage
144
144
Volume (Liters)
16
16
Weight (lbs)
48.5
48.5
Electric Motor
Permanent Magnet Motor
Standard
Standard
Horsepower @ rpm
23 @ 1546-3000
23 @ 1546-3000
Torque (lb-ft @ rpm
78 @ 500-1546
78 @ 500-1546
Voltage Range
108V - 172V
108V - 172V
Motor Weight (lbs)
42.5
42.5

8. The Marketing Mix (contd.)
THE
PLACE:
Brazil
Argentina
Colombia

9. The Marketing Mix (contd.)
THE
PRICE:
Hybrid model’- $28000
‘Hybrid with Leather and
Satellite Navigation’- $31000

10. The Marketing Mix (contd.)
PROMOTION
ABOVE THE
LINE (80%)
• OOH
• Print
• Radio
• Television
BELOW THE
LINE (20%)
• Digital
• Sales Person

11. Brazil
• Brazil is the world's fourth largest car market and the seventh
biggest car manufacturer.
• It is South America’s largest consumer market, a still-bustling
economy–and a lot of potential customers.
• As early as 2015 Brazil could overtake Japan to become the world’s
third-largest car market after China and the U.S.
• In 2011 car production was 3,406,150 and in 2013 the country is
expected to mark its seventh straight annual sales record, with
close to 4 million vehicles sold

12. • Population: 174,468,575
• Language(s):Portuguese (official), Spanish, English, French
• Literacy rate:83.3%
• Area:8,511,965 sq km
• GDP: 595,458 (US$ millions)
• Number of Daily Newspapers:465
• Number of Television Sets:36,500,000
• Number of Radio Stations:1822
• Internet Access per 1,000:28.7

13. Pros
Cons
•Brazil's electric vehicle (EV)
market is set to grow
substantially owing to
supportive
legislations, anticipated tax
incentives for EVs, and
enhancements in charging
infrastructure.
•Inovar-Auto program will
provide incentives for EV
manufacturers and end
users, thereby encouraging
adoption
•Rising fuel costs
•The continued preference
for flex-fuel over hybrid
electric technology is a
restraint.
•The lack of localized battery
technology and the high
initial costs of acquisition

14. Argentina
• Automotive industry is a key contributor to manufacturing
production and exports
• Vehicle production has more than tripled since 2002 and strong
growth is expected
• Automotive companies currently operating have increased their
production levels to meet the rising local and external demand
• According to Argentine Association of Automobile Manufacturers
(ADEFA), the sustained growth trend in the sector will keep up in
the foreseeable future

15. • Population:37,384,816
• Language(s):Spanish (official), English, Italian, Germany, French
• Literacy rate:96.2%
• Area:2,766,890 sq km
• GDP:284,960 (US$ millions)
• Number of Daily Newspapers:106
• Total Circulation:1,500,000

16. Pros
•Argentina is a market with
high potential given its
income per capita and its
geographical size
•Demand for low- and
medium-priced cars is the
largest
•Strong regional
integration in automotive
supply
•Balanced trade with Brazil
allows some flexibility
Cons
•Strong trade deficit in the
auto parts trade sector
•Low financing ratios
•Motorisation has
increased, but the vehicle
fleet is still relatively old

17. Colombia
• Official languages: Spanish
• Population : 47,072,915
• GDP :$502.874 billion
• Per capita : $10,791
• Literacy: 92.3% of the population aged 15 and older were recorded
as literate

18. Pros
• Short term & medium term
growth due to:
• Strong external demand for
local commodities, from the
Asian countries
• Good macroeconomic
management.
• Strong foreign exchange
reserve
• Good business environment
• Highly educated leading to
skilled labour pool.
• Young population.
Cons
• Despite the sustained efforts of
the government to improve
social pacification and eradicate
organized crime,
• Security concerns are very high
dragging down its competitive
potential.
• Inefficient regulation which fails
to foster domestic competition.
• Poor Infrastructure.
• Inefficient allocation of
resources.
• Colombia is rich in natural
resources, and its main exports
include petroleum

19. Major Competitors in LatAm
• Amsia Motors
• Fiat
• Renault
• General Motors
• Ford
• Mercedes
• Honda
• Mitsubishi
• Chevrolet
Nissan
Toyota
Kia
Nissan
Suzuki
Volkswagen
Peugeot
Citroën
Chevrolet

20. Competency Analysis
Strengths
Strengths
Weakness
• Environment conscious and provides
reduced carbon emission
• Elegant interiors and revolutionarily
designed exteriors
• Exceptional fuel efficiency
• Smooth performance
• Fuel efficiency & low exhaust emissions.
• Huge investment in expensive fixed costs.
• High costs of training and retaining labour.
• High Advertisement & Promotion costs.
• Fluctuating economic and political
conditions
SWOT
ANALYSIS
(Our Company)
Opportunities
• Increasing fuel prices.
• Changing customer needs.
• Acquiring collaborations with automobile
business entities.
• Augment distribution and servicing
network.
• Low competition in Hybrid Cars.
Threats
• Product recall.
• Rising raw material prices.
• Intense competition offering innovative
features at lower price.
• Higher maintenance costs may defer the
customer
• New entrants

21. Porter’s 5 Forces Model
1. Threat of New Entrants: Low
 High capital
Threat of
new
entrants
 High R&D cost
 Mass production to make cars affordable
2. Bargaining Power of Suppliers: Low
 Many parts needed so many suppliers
3. Bargaining Power of Buyers: High
Bargaining
power of
consumers
Industrial
Rivalry
 Limited number of players in the market
4. Threat of substitutes: High
 Substitutes are petrol or diesel
cars, solar cars or electric cars.
5. Competitive rivalry within the industry: Low
 Limited number of players
 High product differentiation
Threat of
substitutes
Bargaining
power of
suppliers

22. Entering LatAm
Entering Through :
Joint Venture with Fiat In all three Countries
Why the decision :
•Cost Reduction
•Enhanced Skills
•Less Risky
•No need to build up an international infrastructure.

23. The Proposition
People will have a feeling of
contributing towards
combating global warming
by reducing carbon emission
EMOTIONAL BENEFIT
FUNCTIONAL BENEFIT
ECONOMIC BENEFIT
Driving on
electricity is
cheaper then
driving on
fuel

24. DSTP ANALYSIS
DIFFERENTIATION:
The eco-friendly cars for customers that are interested in saving the
environment in style.
Industrial
SEGMENTATION
&
TARGETING:
Residential
Low
Income
Middle level
Income
Elite
22-30
31-41
42-52
6.5k-10K
Dollars
13K-16K
Dollars
16K +
Dollars

25. The Positioning Appeal
• An environment friendly car with state of the art features and
comfort with enhanced safety
• Large size and higher power
Batteries are
rechargeable.
Our earth is not.
Go Hybrid.
It’s Lighter on
your pocket too.

26. Psychological appeal
• Value for Money-The Smart Buy
• The Status
• A feeling of Pride

27. The Big Idea
• Brand Ambassadors
Ronaldo
Maradona
• Football Ground & Jerseys
• Tournaments like La Liga and Copa America
• Best player
• Corporates & Hotels

28. Promotions:
•
•
•
•
•
Showrooms
Brochures & interactive multimedia "eBrochures”
Demo cars
Facebook page
Web page showing demo of the car and explaining what the car actually
is.
• Hoardings
Launch During Football Leagues
1 month plan:
•
•
•
•
•
TVC- 4 weeks
Print- 4 weeks
OOH- 4 weeks
BTL- select days
PR- 4 weeks + 4 weeks (Conferences)

29. Media Plan

30. THANK
YOU