Pak Suzuki Motor Company is a leading automaker in Pakistan. It offers affordable and reliable vehicles like the Cultus, which is positioned as an executive car priced at Rs. 865,000. The Cultus competes in the compact sedan category and targets upper middle and lower class consumers. While the Cultus has strengths like fuel efficiency and styling, it faces threats from cheaper used imports and higher-priced domestic rivals that offer more features. To maintain market share, Pak Suzuki will need to enhance the Cultus while also expanding its range of affordable models.

1. PAK SUZUKI MOTOR COMPANY
Presented by Group #2
 Abeer Saleem
 Faiz Hasan
 Javeria Rauf
 Muhammad Yousuf Ansari
 Nimra Khan
 Ubaid Ahmed
 Zohaib Arif
Karachi University Business School (KUBS),
University of Karachi.

2. CULTUS
Drive the Executive’s Way….

3. INDUSTRY
VALUE
 Strongest, international manufacturers of finest automobiles.
 Surprises you, amazes you, pleases you, and open your eyes to a world-
wide brands.
 Sets “personal bests” year after year.
SUZUKI OFFERS SUZUKI: MORE THAN YOU
YOU THINK
 Creditability.  Builds more cars than Mazda,
 Reliability. BMW and Subaru combined.
 Affordability.  Profitable for 59 years straight.
 Resale Value.  Number 3rd selling cars in
 Being Charismatic. Pakistan.
 Comfort ability.
 Fuel efficient.

4. MAJOR PLAYERS MACRO ENVIRONMENT FACTORS
 Toyota Indus Motors Company  Suzuki launched such products which
 Atlas Honda Company not only delivers the superior value but
 Pak Suzuki Company also augmented products to all the
classes of the people.
 Ghandhara Nissan
 Swift
 Dongfeng Motor Corporation
 Liana
 Ghani Automobile Industries
 Cultus
 Hyundai Motors
 Alto
 Dewan Farooque Motors
 Mehran
 Master Motors
 APV
 Sigma Motors
 Jimny
 TCM Automobiles
 Bolan Van
SPECIAL REFERENCE OF CULTUS  Cargo Van
 Toyota: Vitz, Belta 1000 cc  Ravi Pickup
 Hundai: Santro 1000 cc
 Kia : Classic, Pride, Picanto
1000 cc
 Nissan: Trovit 1000 cc

5.  GROWING MIDDLE CLASSES OF PAKISTAN.
 Suzuki specially considers
 Customer’s purchasing power
 Demographic, Cultural and Natural factors.
 Examples are: ALTO, MEHRAN, BOLAN VAN, RAVI PICKUP
 DEMOGRAPHIC ENVIRONMENT
 Consider the Size, Density, Location, Age, Gender, Race, Occupation and other statistics
of people .
 Pak Suzuki lunches products that delivers the superior value.
 NATURAL ENVIRONMENT
 Suzuki and the World: A Commitment to Our One and Only Planet.
 Right choice for their enthusiastic owners.
 Engineered to be as fuel-efficient and environmentally responsible as possible.
 Reduces fuel costs, air pollution and greenhouse-gas emissions.
 Provide their owners, safety and comfort.

6. MARKET SHARES AND POSITIONS
 Suzuki stands at 1st with 50.36% of total market share
 Toyota stands at 2nd with 33% share
 Honda stands at 3rd with 12% of market & Daihatsu at 4th with 5%.
PAST PERFORMANCE
 Automotive contributed 23 billion in 2003-04.
 Through out 90’s production capacity was 45000 units/annum which
increased to 120000 units/annum
FUTURE OUTLOOK
 170 million population with 35% living in urban has tremendous
potential market.
 Increasing middle class gives a green light for flourishment

7. COMPANY PROFILE
HISTORY STRATEGIC BUSINESS UNITS
(SBU)
 Pak Suzuki Motor Company  Automobile
was incorporated in 1983  Motorcycles
 Opened a new Plant at Bin
Qasim (Expansion)
 Market Leader of the Industry MICRO-ENVIRONMENT
 Employs about more than
 Customers
1500 employees  Company
 Suppliers
 Marketing Intermediaries

8. LAYOUT AND THE MESSAGE
 Cultus is a blend of space and craft.
 Its trim body conceals ample space,
flexibility for both passengers and
storage.
 Suzuki Cultus assures everyone,
exceptional value and quality.
COMMUNICATION:
 Pakistan are associated with middle class families
 People usually get to know about cars in Pakistan through word of
mouth.
 large section of automobile operates with second hand dealers

9. PROMOTION AND COMMMUNICATION
STRATEGY
CORPORATE IMAGE:
 To provide top quality products to the satisfaction and requirement of
customer.
• Conduct operations in compliance with applicable environmental,
occupational health & safety laws and regulations. Where existing laws &
regulations are not adequate.
BRAND MANAGEMENT:
 They thrive on technology and have created a niche for themselves
worldwide. They keep up bringing new innovations in their armory to
attract the consumer and to capture the market.
 In 2011 Kizashi Sport GTS and SLS, Suzuki continues their tradition of
offering modern features to their customers with affordability. Expanding
upon what Time.com called “One of the most exciting cars of 2010”,

10. DIFFERENTIATION OF CULTUS
 It has electronically synchronized factory-fitted CNG.
 Special car financing and having insurance facilities.
 Cultus has a higher resale value and its spare parts are also easily
available
POSITIONING STATEMENTS
 “Position as a compact car in the market”
 “Designed to drive well off at road”
 “Cultus assures everyone, exceptional value and quality”
ATTRIBUTES OF CULTUS
 Style· Design Concept· Interior· Exterior
 Technical Specifications: CNG Color
 Price: Rs. 865,000/-
BRAND PERSONALITY OF CULTUS
 “For people who want competency and sophistication through driving
experience, so Cultus is the right choice for them.”
 “Drive the Executive way”

11. SEGMENTATION:
GEOGRAPHICAL SEGMENTATION
Pakistan
Destiny: Urban Areas.

12. DEMOGRAPHIC SEGMENTATION

13. PSYCHOGRAPHIC SEGMENTATION BEHAVIARAL SEGMENTATION:
 Social Class:  Attitude:
 Upper Middles and Lower Uppers  Positive, indifferent and
enthusiastic.
 Lifestyle:
 Achievers, Passionate
 Benefits Sought:
 Speed and convenience.
 Personality:
 Authoritarian and ambitious.
 User Status:
 New users, potential users.
 User Rate:
 Medium user.
TARGET SEGMENTS
 Monthly income 90000+ salary
 Purchased by companies for their managers
 Executive car: 'Drive the Executive way'.

14. SWOT ANALYSIS
STRENGTHS WEAKNESSES
 Fuel efficient and good  Body is not solid
looking car.  Boot space is not having
 Less air resistance due to sufficient space
shape
 1000 cc engine is best fit with
body.
 Good resale value.
OPPURTUNITIES THREATS
 Horrible sounds & jerks on
 Easily modified. bad roads.
 Converted to power version.  Price is too high which
 Different type of engine doesn’t match with the
swaps are possible. today’s income size.

15. FUTURE RECOMMENDATIONS
 February 24th President Asif Ali Zaradari invited leading
automobile industries to invest in Pakistan. So government can
be accredited for its sincerity in efforts.
 Japan is the 4th largest investor in the automobile sector in
Pakistan which includes Suzuki and other giants like Indus
motors and Hindo Pak motors.
 Due to the decline in the duty of the second hand cars in
Pakistan, Suzuki has the great incentive.
 Due to the lower price level, there is an huge incentive for the
consumer. But competition also gets stiff.
 They should compete with the other brands in the market so it
can increase its performance but should not lose its target
audience which is upper middle and lower class.

16. THANK YOU