Marketing new product lounch

1. MARKETING PLAN FOR SINDHU 250
GROUP MEMBERS
1. IFTIKHAR ALI DASTI
2. ABDUL RASOOL DAYO

2. COMPANY PROFILE
Company
Profile:
DD Motor Cycle Company Pvt. Limited
Sales 2014 173043
Major
Industry:
Automotive
Country: PAKISTAN
Employees: 477
Area 64 acres

3. COMPANY POLICY:
Top Quality Product
Customer Satisfaction
Result of long research
We are committed to provide top quality products at
competitive price to the satisfaction & requirement
of our customers. We will continuously seek
opportunities to improve our products through long
term research .

4. Vision
To be recognized as a leading organization in the motorcycle industry that
values customer’s needs, emerging as a global competitive center of
production and provides motoring solutions with strong customer care.

5. Mission
• Strive to market value packed products that meet customer’s
expectations.
• Provide a platform where our stakeholders passionately contribute, invest
& excel.
• Make value contribution to social development of Pakistan.

6. BUSINESS DESCRIPTION:
 DD Motors is private limited company.
 It is incorporated as a private limited company in March 2012
 DD Motors manufactures, assembles and market motorcycles in
Pakistan.
 The manufacturing plant is located at Bin Qasim
has a production capacity of 200,000 vehicles per year.
 Area of plant 64 acres.

7. PRODUCT RANGE:
SWISH 70 CC
NEELO 100 CC
CHANAB 125 CC

8. Production Facilities:
Largest press shop in Pakistan having tandem press line of 500 ton,
1000 ton & 1500 ton hydraulic press.

9. Production Facilities:
Electro Deposition Painting (ED Paint)

10. Production Facilities:
Advance Paint Shop with Robotic Arms installed in paint booth.

11. Production Facilities:
State of Art Injection Molding Plant with 1050 Tons and 2500 Tons
Injection Molding Machines for Plastic Parts..

12. Production Facilities:
Advance Die Casting Machine for Engine Part Manufacturing.

13. Production Facilities:
Computer Numerically Controlled (CNC) Machining Facility.

14. Production Facilities:
Engine Firing Test Bench.

15. Production Facilities:
Pokayoke/ Pica Pica Systems (Fool Proofing Systems)

16. Production Facilities:
Advance Racing Track Layout Road Test Facility to evolve Bike
Performance at its Extreme.

17. PRODUCT INTRODUCTION
Heavy bike looks, stylish design, easy to master power delivery, the new
SINDHU has them all and more. Its punchy 248 cc engine gives an
enjoyable ride and excitement from its gusty low-end and mid range
power output. The engineering package complements the naked chassis
appeal of the bike, with its innovative design around the cylinder heads,
EFI system ,dual chromed exhaust and distinctively shaped headlight. It’s
relaxing riding position spacious dimensions and large capacity fuel tank,
make it comfortable whether on the tough and compact city streets or
long route on the open roads and highways.

18. • PRODUCT SPECIFICATION
– Engine Capacity 248cc
– Engine Type 4 Stroke, liquid cooled, SOHC
– Compression Ratio 11.5:1
– Transmission 6 speed constant mesh
– Fuel Consumption 30 km/Ltr
– Drive Chain drive
– Brakes Front/Rear disc brakes
– Fuel capacity 13.3 Ltrs

19. SINDHUDD Motorcycle Co. Ltd.

20. Production & Sales Statistics:
10,319
36,923 48,208
102,059
185,527
299,430
424,629
503,278
487,321
758,038
904,797
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Pakistani Assemblers
Sale

21. Production History of Motorcycle:
108,850 120,627
156,961
268,948
385,179
451,949
415,221
550,824
430,307
622,366
705,884
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
OEM Assemblers
Sale

22. Production History of Motorcycle:
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Pakistani Assemblers 10,319 36,923 48,208 102,059 185,527 299,430 424,629 503,278 487,321 758,038 904,797
Non Pakistani Assemblers 108,850 120,627 156,961 268,948 385,179 451,949 415,221 550,824 430,307 622,366 705,884
Imported CBU 0 1560 9700 22692 11300 3300 156 0 0 177 345
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
SALE
COMPARISON

23. INDUSTRY GROWTH:

24. INDUSTRY GROWTH:

25. INDUSTRY GROWTH:

26. INDUSTRY GROWTH:

27. • Total Investment Rs. 35 Billion
• Foreign Exchange Savings USD 0.5 Billion
• Revenues Rs. 8.35 Billion
• Contribution to GDP Rs. 65 Billion
• Employment Generated 15,000 employees
Contribution to Pakistan’s Economy:

28. 28
MARKET SHARE:
56%30%
11%
2% 1%
LOCAL HONDA DD SUZUKI YAMAHA

29. Pakistan Motorcycle market has so far 3 type of buyers

30. PRICE DETAIL:
Product Name : Price
Competitor
Model
Price
Swish-70cc 60,000 CD 70 70,000
Neelo-100cc 78,500 Pridor 86,000
Chanab -125cc 96,400 CG 125 102500
Sindhu 250cc 410,000 CBR 250 660,000

31. CBU Unit CKD Parts Partial Local Parts
7.5 lacs (incl All Taxes) 5.5 lacs (incl All Taxes) 4.1 lacs (incl All Taxes)
IMPORT EXPENDITURE:

32. Product Name : Fuel Consumption
Sindhu 250 30 Km/Ltr
CBR 250 (Honda) 25 Km/Ltr
T&D 250 (BMW) 24 Km/ Ltr
Ninja 250 ( Yamaha) 23.5 Km/Ltr

33. SWOT Analysis:
Strengths:
 Heavy Bike.
 Sporty Look.
 Stylish design.
 High Performance Package.
 Low price in its range.
 Parts are widely & easily available.
 Traffic Police official bike .
 Fuel Economical.

34. SWOT Analysis:
Weakness:
 Spare parts are costly
 Unaffordable for low class people
 Expensive Service Charges and Maintenance

35. SWOT Analysis:
Opportunities:
 Potential for market growth due to wide gap in vehicle to
population ratio.
 Price reduction through localization in order to increase the market
share.
 Dealer development in order to enhance skills of after sale services.

36. SWOT Analysis:
 Threats:
Illegal and sub standard manufacturing of Local spare parts.
Import of reconditioned heavy bikes in the market.
Lack of awareness about safety regarding bike riding.
Smuggling, under invoicing and dumping of heavy bikes.

37. Segmentation and Targeting:
Segment: Segment Analysis
Geographic:
All Major Cities Of Pakistan
Karachi, Lahore, Islamabad, Faisalabad,
Multan
Demographic:
Young age group / Adventurous / Upper
Class Gentry
Psychographic:
•More Attractive Design
•Supreme Road Grip.
•Quick Acceleration
•High Performance

38. POSITIONING:
SINDHU’s primary points of differentiation offer these qualities:
Customization of the product according to customer specification.
Competitive Price Offering.
Big cities and mountain areas of Pakistan
Attractive to young expeditious .

39. PROMOTION:
SINDHU is a new product of DD Motors, so to promote with some good & unique
promotional techniques in order to create awareness in the mind of customers
Following are the some promotional activities.
Billboard & Bike Display at Major Shopping Malls and Expo Center
Promotional Videos and Advertisement through Multi Media
Offered free cinema ticket of Indian Film DHOOM 3/ JEETO PAKISTAN.
Offered free installation of Vehicle Tracking System.
Free Registration, Bike Insurance and Crash Helmets.
Within 15 days delivery & 2 Years warranty.
. Free Track Day for our Valued Customers at Test Track Facility.

40. DISTRIBUTION:
By applying “Selective Distribution Methodology” the product
is available on selective market places.
 They have only one manufacturing plant which is located at port
Qasim.
 DD Motors distributes their units with the help of bike carriers all
over the Pakistan.
 DD Motors have more than 65 dealers throughout Pakistan.

41. DISTRIBUTION NETWORK:
Manufacturer
Distributor
Dealers
Consumers

42. RECOMMENDATIONS:
Increase localization in order to reduce cost of the product.
 Spare Parts must be at low cost.
Stop the availability of unauthorized parts
Not recommended for age group below 18.
Promote on festivals.