It is an idea on how to launch the brand new car in Cambodia. I expect it will help you on marketing concept. Mr. Dan (mr.dan@klengtech.com)

1. How to launch
A Brand New Car?
Presented By: Mr. Khim Dany
Date: 25 Feb 2015

2. TABLE OF CONTENTS
Executive Summary
I. Market Study
1.1. Environmental Scanning (PESTEL)
1.2. Target Market
1.3. Positioning and Messaging
II. Analysis Plan
2.1. Launch Goals with strategic planning
2.2. Launch Tactics
III. Executing / Monitoring Plan
3.1. Action Plan
3.2. Timing

3. EXECUTIVE SUMMARY: The Launch Of JAGUAR
XF brand In Cambodia
WHERE ARE WE NOW?
RMA is a leading of Passenger &
Commercial Vehicles (Ford & Land
Rover), but is not a leader of luxury
vehicle
WHAT DO WE WANT TO DO?
To launch brand new JAGUAR XF
in Cambodia
WHERE DO WE WANT TO GO?
To be a leader of luxury premium
car
HOW CAN WE GO THERE?
Matching JAGUAR XG to right
Market with clear positioning and
messaging + Maximizing Sales

4. 1.1. Environmental Scanning
 COMPETITORS’ ACTION and NEW ENTRANTS’ ACTION are also take into account
 Management Meeting to discuss about the good or the bad or the risk of
launching products
 Stable politic environment, Government is
investing on transport infrastructure
 Estimated GDP growth is 7.2% in 2014, 7.5% in
2015, Petroleum price is dropping down around 30%
 Brand product consummation are increasing and
people are more socializing
 Smart phone and social networking is developing
so fast and get more and more popular
 Facility permission is improving, Waste protocols,
bureaucracy, illegal imported cars
 Hybrid system is available in Cambodia, Climate
Change – future temperature rises and impacts

5. 1.2. Target Market
People Family Businessman Richman Governor
Age 23 – 35 35 – 45 + 45
Income $200 - $500 $500 - $1K +$1K
Social Class A B C D

6. 1.3. POSITION & Message
Expensive Cheap
Sporty
Porsche
BMW
Audi
Volkswagen
Mazda
Toyota
Honda
Chrysler
Ford
Hyundai
Land Rover
Mercedes
Luxus
Jaguar
Subaru
Kia
Nissan
Mass Premium
Mass
Low / Entry
Premium
Luxury
Luxury

7. 1.3. Position & MESSAGE
XF Performance that is truly effortless
“Discover the innovative technologies that make a Jaguar feel alive”
 Matching product capabilities to Market Needs
 Customers see, understand and buy

8. 2.1. Launching Goals
Our goal is to increase our BRAND AWARENESS
and BRAND LOYALTY with 20 cars sales per year.
How can we get 20 cars sales / per year?
Our objective is to get 2 cars sales in the first 30
days after Launch Event
 Simpler Goals produce more focused efforts and better results.

9. 2.2. Launching Tactics
People that can influence the success of product
launch
Who?
Young Successful Businessman: eg. Owner of Brown Café
Popular Stars: Chhorn Sovanareach, Preap Sovath, Sokun
Kanha, Sokun Nisa…
Young Well-know Governor: Ministry of commerce, Mr. Hun
Many

10. 2.2. Launching Tactics
If Jaguar is a person, who is him?
What phone / watch do he use?
What beer / whisky do he consume?
What outfit do he wear?
What do newspaper / magazine do he read ?...
Where do he normally go?

11. 3.1. Action Plan
Media Venue Performance Gifts Set F&B
ATLBTL
- TV News
- Billboard
- Print
- PR
- Digital Ads
- Leaflet
- Banner
- Brochure
- Showroom
branding
- Showroom
Decoration
- Car Display
- Modelling
- 3D Hologram
performance
- Premium
Items
- Premium Gifts
- Whisky
- Cocktail /
Dinning food

12. 3.2. Timing
What is priority ? and What is important?
Pre-event Event After Event
ATLBTL
- TV News
- Billboard
- Print
- PR
- Digital Ads
- Showroom
branding
- Showroom
Decoration
- Leaflet
- Banner
- Brochure
- Modelling
- 3D Hologram
performance
- Premium
Items
- Premium Gifts
- F&B Facilitate
- Sale Report
- Customers
Feedback
- Car Display
- Event
Sponsorship
- Announcement - Media Invitation - News of event day
- Media Planing

13. Thank You!
email: econo_dany@Hotmail.com