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How to launch a brand new car?

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How to launch a brand new car?

  1. 1. How to launch A Brand New Car? Presented By: Mr. Khim Dany Date: 25 Feb 2015
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 13. Thank You! email: econo_dany@Hotmail.com

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