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PROTON'S MARKETING MIX (4P) download, proton 2, image, image -…
PROTON'S MARKETING MIX
(4P)
PLACE
RABIATUL ADAWIYAH
BINTI MOHAMMED AZARUDDIN S30918
Operates through
www.proton.com Website
Why?
Proton provides online services to make it easier for consumers to browse and purchase their products regardless of usage limits
UK as a key market for Proton
export to prominent countries like Egypt, South Africa, Chile, Indonesia, Germany, and Thailand
because of that, Proton has exported 400,000 units globally
MyProton App
Proton prioritize 3 things in marketing strategy for place category
Authorized Dealers
Proton use authorized dealers to provide the customers a good customer service experience and build brand loyalty
Dealership allows for an easier process when it comes to doing warranty and recall work, as well as rountine maintenance and other repairs
Currently, Proton have
125 4S outlets across Malaysia,
78 of them are 3S and 47 are 4S centers
1S = Showroom Only
2S = Service Center Only
3S = Showroom, Service + Spare Parts
4S = 3S + Body Collision Repair & Insurance Claim
www.proton.com Online Website
Why?
Proton provides a special proton website to make it easier for proton users from around the world to access and get the latest information about proton
MyProton App
MyProton are available in Malaysia and operate in countries like UK, Australia, and Singapore
Include all types of smartphone users can browse the Proton application by choosing their server
Proton commands a substantial share of the domestic market for passenger cars
5 major countries that Proton use to build up their marketing strategy for place category
INDONESIA
Prospects
The Indonesian Automotive Indistry Association (Gaikindo) had forecasted a steady total industry volume growth over the next three years from 500,000 units in 2008 to 600,000 units in 2010
Performance and Operations
PT Proton Edar Indonesia has registered higher sales of 1,422 unit compared with 546 units in the previous fiscal year
In July 2007, Proton Indonesia launched the Waja and Neo models in conjunction with the Indonesia International Motor Show 2007
THAILAND
Performance and Operations
Made its entry into Thailand on 30 January 2008 through its wholly-owned subsidiary, Proton Motors (Thailand) Limited
Proton managed to successfully penetrate the Thai market with sales of its cars exceeding 1200 units within the first six months of its launch
As the result, Proton has captured 1.3% of the market share in the passenger car segment and was ranked 8th overall
Prospects
Aims to achieve sales of 4000 units through
the sale of various models including the
Savvy, Gen 2, Neo, and Persona
SINGAPORE
Performance and Operations
The Certificate of Entitlement quota for cars in Singapore was lower by 3.1% in 2007
This reduction signaled the end of bumper quotas in the island state and resulted in distributors reducing their margins to clear outstanding stock
80% of cars in Singapore are less than four years old while 90% are less than five years
Sales were also futher affected by the increased petrol prices and tightening of credit due to sub-prime fall-out in the US
Prospects
Given the market conditions in Singapore, a munber of initiatives are in the pipeline to increase Proton's operational efficiency in Singapore
UNITED KINGDOM
Overview
Contraty to concerns surrounding the automotive industry, the overall UK total industry volume in 2007 increased by approximately 2.5% to reflect over 2,400,000 sales
Despite reduced marketing expenditure, retail sales increased by 3.5% during the period, which bodies well for the brand in the long term
Prospects
In the second half of 2007 and early 2008, the operating environment in the UK became more challenging with higher market and rising cost of living
Given these market conditions, Proton Cars (UK) is adopting a number of initiatives which will lower operating costs, while maintaining a high level of support for our dealer network and customers
AUSTRALIA
Overview
Australian vehicle sales grew by 9.1% and reached a record 1.049 million units
Sales of samller fuel-efficient vehicles accounted for the majority of the increase due to the increasing price of oil and rising interest rate
The small and light segments grew by 10.2% and 5.9% respectively whilst Proton's retail sales increased by 16%
Prospects
The launch of Persona in May 2008 and the subsequent release of the face-lift Gen 2 are expected to boost volume by 22% in the new financial year
Proton Cars Australia will be implementing an ggresive rationalisation programme to improve dealer throughput and increases the yield in under performing regions
Over the years, Proton has been building up distribution networks in key market centers across the four regions
Middle East
United Kingdom / Western Europe
South-East Asia
Australasia
PRICE
FATIN AZUA AMYLIA BINTI SAMSUDIN S30968
Demand.
Is there high consumer demand?
Demand does drives price
Reason
Proton are one of the top brand other than brand such Honda, BMW, Mercedes and so much more.
Proton signature of this country and almost every year it expanding new concept of car.
The demand of product would be increase or decrease depends on the price that we set.
Strategy
This will determine the position of product quality.
The cost and price set would determine if the product quality with price were accurate and would gave impacts in it's return is on top of the sales profit earned from customer.
Responsible in creating the product would gave the feedback of how it cost.
Set the logic and rational plan about price setting, in order to attracted consumer as customer to bought the product even if it is expensive or cheap.
Procedure to gain profit
The determination that will effect the productivity and demand.
State the plan on how to increase the sales.
The example:
Create a thing that bring out the exclusively obout product, this will make customer loyalty increased.
Think the solution of what competitors thought about our product price in market.
Make a promotion.
When set the price of goods it remain the reason from every aspect that contain even if the price might be expensive because of the quality.
State using demographic
People behavioral about the attract for nowadays.
Gender
Lifestyle
Choose target market
Income
Ages
Serve the best price of goods in great service to satisfy consumer satisfaction.
Mindset of consumer about price, which is
Does it gave a value
Does the price relevent to the durability
Does this product provided benefit
Target of pricing (Advantages)
Could provide the opportunities for every section of society in various categories to obtain buying the product.
Targeting development in product marketing.
State the price reasonable, not too expensive but not too cheap. It's just suitable with nowadays economy.
Result of innovation can be done and the profit from the sale of the product benefits the company, it is because the price set for the buyer is affordable.
Improving the brand of product become better known in society.
Information will be spread by word of mouth as well as the internet when the product can be purchased at an affordable price while having high quality and many people will recommend it.
It is likely that customers will buy in bundles.
Price would discribe the determinataion in demands and record of quantity would be sell
Definition
Factor
This would taken into consideration before deciding the price of good
Competitor's price
Terms of sale
List price
Discount
Pricing of product plays an important role in determining the success of eacg company.
Target Group （Tyrifeyna Avia binti Romani S30850）
Who is proton Target Group
For customers who are brand loyalty and brand sought
Customers who are loyal will join member club as membership could get more benefit
Quality-conscious market
because it is important to ensure the safety, to avoid accident
it keeps cost down, save money in the long-run
to avoid triggering expensive recalls
Those who are young, forward thinking, energetic and have a sense of pride-especially toward national brand
because
because the design, feature and quality match and attract the customer
Factor that influence target group
Demographic
Occupation
Businessman
as they can easily bought a new car with their high income
attracted to brands of car that are considered high status
more interested in brands that have social recognition benefits
White collar
they need it to go to work or to get from point A to point B
highly interested in lower priced cars
They would go for Proton Saga, as it is affordable and is the lowest priced Proton model
Professionals
Proton car has professional quality relates to procedures and techniques used to meet customer needs
Age
For instance ,the target customers for the Proton X70 are between 20 and 40 years old
this group of people (20-40y/o) have more economic and purchase power
it is a necessities for them to own a car with affordable price
Late adolescence
students
help parents to run errands
drive to campus
have sense of responsibility
Gain independence
they would go for compact car like Proton Iriz
to save budget they will choose pre-owned vehicle
do not need to get a bus
working
to get to work fast
Punctuality and flexibity
help facilitates more tasks
it can be relaxing
have own space, do not need to wait for Grab car or taxi
would bought a Proton Saga or Iriz
adulthood
Single
working life (neceesities)
to travel with friends, familly
run errands
married, have family
care for familty
need a larger, more comfortable car to move their family
attracted to product features that benefit their family needs
roadtrip increases
can go for : Proton Exora, Proton Persona
Social class
M40
would go for car that:
fuel-efficient
Easy maintanence
comfort
T20
They definitely have the capabilty to own a luxurious car
They would go for Proton X50 or X70
Proton x70 equipped with advanced technology
equipped with an intelligent cockpit interaction system, the (GKUI)
Simply put, the X70 puts the Internet into the car
B40
Proton offer a rebate RM4,000 who purchase Proton Iriz to benefit this group income
Proton offer Graduate Scheme "1st Job, 1st Car, 1st Taste of Freedom"
provides fresh graduates an opportunity to own their first car with low Hire Purchase (HP) loan rates.
be aged between 18-30 years and have a job with a minimum salary of RM1500
to help address the issues of mobility for those entering the job market.
offering interest rates to as low as 2.22% based on customer creditability and margin of finance
customers would directly benefit as their lower monthly repayment would enable them to use the savings on essentials
look for proton model that fuel efficient
Low monthy payment
Low maintanence
have high chance to bought a Proton secondhand car
such as Proton wira
Proton Waja
Behavioural
For instance, Proton Suprima targets young people with its atheletic personality with sportier hatchback feature
has a sporty interior with comfortable seats which have fabric/ leather upholstery to give a premium look
delivers lots of state-of-the-art features
have sporty front bumper, headlights and bonnet
PROTON's 7 seater MPV called PROTON Exora target a big family who travel together
Hence, feature such as safety and comfort is essential for this group of target market
Proton interact with their customer and create engagement, in which focus on tech-savvy
Proton's UCM(Used car management) will set up a car portal with an online selling platform to attract tech-savvy used car buyers
MyProton App
Book a test drive
schedule a service
call for roadside assistance
easy to get in touch with Customer Care
view Proton latest promotions
Locate nearest PROTON branch.
Psychograhic
Proton undertand customer and try to please the customer
Proton provides a 1-year extended warranty covering the engine and transmission and are eligible for a one-time free service (engine oil and oil filter only), up to 6 months after their registration date.
Technology seekers
customer who towards the latest automobiles and who look interested in attractive automobiles may choose Proton X70
customer who support local product or into national car
sense of patriotisme
loyal fan of Proton car
care for environment and able to afford luxurios car
Product
Nursufiyah binti Unding
S30320
Branding of Proton
Proton car is the national car brand of Malaysia. The brand was established in the early 1980's at the behest of the Malaysia government, and later reverted to Semi-private ownership under DRB Hicom.
Proton was established used of the Look East Policy and the National Industrial Policy to make the leading company of the national car brand Proton more advanced and famous.
Design of Proton
Proton X50
Have front welcome lamps
Light the way to the vehicle when you unlock it.
LCD meter combination
Full colours display highlights the information you need at a glance.
Have 18'' Alloy wheels
Turbine inspired design adds a dynamic touch.
Panoramic sunroof
Catch a breath of fresh air or open up to experience the world from where you are.
Full LED headlamps
enjoy clear views of the road ahead, no matter the weather conditions.
Have floating floor console
intelligenty designed to offer additional storage space
Proton X70
'Nappa' leather power seats
Have soft and supple seats equipped with power adjustment the driver seat offers 6-way adjustment with 2-way lumbar support while the front passenger seat offers 4-way adjustment with 'boss' switch for sheer comfort and convenience
Have front ventilated seats
For circulates cool air through the front seats for improve ventilation and extra comfort
LED Headlamps with Daytime Running Lamps
Style meets purpose for increased visibility in all weather conditions.
Have panoramic sunroof
catch a breath of fresh air or open up to experience the world from where you are.
Auto rain sensing wipers
Automatically switches on and adjusts the speed of the front wipers according to rainfall intensity for maximum visibility
Front welcome lamps
illuminate to way to the front doors of the vehicle with on exquisite touch.
LCD meter combination
High definition display delivers crisp and clear images of the information that matters most.
This car has many advantages
This car model is high performance and comfortable but the suitable group to use this car is the T20 group because the price is very expensive.
Proton car design is beautiful and suitable for use by men or women.
This design will satisfy the customer's requirements.
Quality of Proton
Proton serious on improving their quality
Proton has taken every step to ensure that their cars can stand up to the scrutiny of today's market.
The Preve is a good example of how Proton is working hard to give their customer the best in terms of quality, specifications and price.
The car is designed with as many modern convenience and safety features as possible including four airbags, double-DIN entertainment unit, climate control, electronic stability programe and not to mention a fantastic chassis and a gutsy turbocharged engine paired to a continuously variable Transmission to keep the going enthusiastic.
Variety of Proton
Proton cars have a variety of shapes, sizes and model of cars
Proton Saga
Size of car : 2465 mm
Body style: 4-door sedan
Suitable for those who have a small number of family members because the car has a small design and the price is reasonable and affordable.
Proton X50
Size of car: 2600 mm
Body style: 5-door SUV
Proton X70
Size of car: 2670 mm
Body style: 5-door SUV
Proton Exora
Size of car: 2730 mm
Body style: 5-door MPV
A large number of family members are suitable to use these Proton because the car has a large design and more comfortable.
Proton Wira
Size of car: 2440 mm
Body style: 4-door sedan
Proton Preve
Size of car: 2650 mm
Body style: 4-door sedan
Warranty of Proton
Divided into 3 types
Parts warrant coverage
All Proton Genuine Parts purchased by customers from Proton Service Branches or its Authorised Service Dealers are warranted from defects on material for a period of 6 months from the date of purchase.
The replacement of Proton Genuine Parts during the warranty period is warrantable until the expiry of the vehicle warranty period.
Specific warranty coverage
Covered by warranty for 10 years from the date of vehicle's first registration.
For example: Engine, Transmission, Drive train, Cooling system, Fuel system, Steering system, Brake system, Electrical system, Air conditioner system, Body interior, Body exterior and Audio visual
Basic warranty coverage
The Basic warranty coverage for Proton vehicles is 5 years from the date of the vehicle's first registration
Proton warrants that it will either repair or replace as it deems appropriate free of charge on any part of Proton vehicle if there are any defects in material or workmanship under normal use.
Promotion
Nur Fatihah Hanani Bt Johari (S30545)
Proton use it as their framework in market their product brand and achieve the target in their business
They used it to create information about their product and brand
They also want to spread the benefit of their prooduct for the sales good of services
Proton used mass media in promote their product
They used to reach a large number of people to know their product as they are one of international brand of our country,
Such as mass communication like Social Media Apps, Television, Radio and Online Newspaper and Website
They have been collaborate with social media user and influencer to spread the info about their product
They have a life session to speed up the promotion for their brands
They have a carnival collaborate in company of television, social media and influencer to boost up the product info
They continuously to attract customer in create posting and keep post about their latest product with #ProtonFamily in their social media.
They were carry out their promotion strategy carefully with IMC (Integrated Marketing Communication)
Proton used IMC because IMC can set up the channels to receive their information of product
It have been used for different cars model in various way
It also can reform the message from the market process and change it to better improvement of Proton's product
Determine the communication process and new oppurtinity of their product with customers
They used pricing tactics in rebate and promotion to aim customers
Take savings off the top and reducing the list price
The customers can enhance the shopping experience
Boost the Proton reputation
Offer the retailers of benefit giving customer the discount of a product
Affect customer perception of market value
They have rebate until RM 7000
Consumers willing to pay the full price for the product to have a good product and greater quality
Proton provide tax free for customers
They have a lot of service advantages to keep promote and make customer loyal to their product brand
Door to door service
Document booking
Loans are easy to pass
Free labour and part maintenance
Unique Product Proposition (Trichosanthesia Postar @ Jaiwit S30143)
Proton released 4 special edition models
Proton Exora Black Edition
The Exora is equipped with a screen board on the roof.
RM67,800
Proton Iriz R3
R3 16 -inch alloy wheels
RM52,900
Proton Persona Black Edition
Persona has a black inner roof
RM54,700
Proton Saga R3
15 -inch gold alloy wheels
RM42,300
Proton Exora Black Edition
Proton Iriz R3
Equation
Has a touch of racing cars through the R3 model, black and yellow
The black color is decorated with the color R3 as on the proton race car
Features a unique black and yellow color as well as leather seats and R3 carpet on the inside of the car
The sporty R3 body kit is complete on the exterior of the car
Subtle touches such as the R3 emblem on the boot cover and window stickers to recognize Proton’s success in motorsports.
Splashes of yellow hue on the center panel, a combination of meter and air conditioning vents as well as special R3 footwear.
Proton Persona Black Edition
Equation
The subtle black and gold color further highlights the bumper and alloy wheels
Features black leather seats
Given a new touch with black and gold
Adds style to the vehicle
N95 cabin filter for better protection from external pollution.
Gold accents for front and rear bottom bumper decoration.
Black headlight decoration.
New fixes on buttons and dashboard.
Proton Saga R3
The purpose of the car model launch
Creating a new atmosphere for customers
Customers will easily get bored with the same thing in a long time
Cause customers will look for other vehicle brands that are able to give them a new atmosphere
Over time protons will lose their customers
Make customers want to buy their latest production vehicle
Because Malaysians love something new then this can attract customers
Give customers more choices
Retain existing customers and attract new customers to buy Proton cars
Able to compete with other car manufacturers
There are customers who love unique car designs and are rarely owned by others.
Proving Proton is capable of being a “fully serviced” car manufacturer capable of sketching build and make its own cars just by using a blank piece of paper in the beginning.
Restore customer confidence in proton's capabilities
Withdrawing previous Proton customers
offer a level of comfort and safety to users.
Consumers nowadays prioritize safety and comfort when using a vehicle. Proton has therefore listened to the voices of consumers to further enhance safety and comfort on their vehicles.
Proton sees that comfort while driving is very important for consumers because the car will be used in their daily lives such as moving to work or traveling long distances when returning hometown.
Proton has considered the voice of customers on the safety of Proton cars which is unsatisfactory for their customers therefore with this launch Proton offers car models that have an upgraded level of safety to reduce customer concerns about the safety of Proton vehicles.
