How to launch A Brand New Car?

Presented By: Mr. Khim Dany

Date: 25 Feb 2015

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

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

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

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

1.3. POSITION & Message

Expensive Cheap

Conservative

Sporty

Porsche

BMW

Audi

Volkswagen

Mazda

Toyota

Honda

Chrysler

Ford

Hyundai

Land Rover

Mercedes

LuxusJaguar

Subaru

Kia

Nissan

Mass Premium

Mass

Low / Entry

Premium

Luxury

Luxury

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

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.

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

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?

3.1. Action Plan

Media Venue Performance Gifts Set F&B

ATL

BTL

- 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

3.2. Timing

What is priority ? and What is important?

Pre-event Event After Event

ATL

BTL

- 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

Thank You!email: econo_dany@Hotmail.com