MARKETING PLAN FOR SIAMCO

COMPANY

Abdulla Al HaresLama Al Lujami

Mhd Ali Kashif Al GhataaSima Daker

In this annual marketing plan we introduce our strategies, and tactics, in order to:

market share (10%) selling to (88000) unit by the end of 2012 main competitor KIA (65%)improve our public relationship and product positioning promotional campaigns costs (120,000,000) S.P.

this strategy will hopefully increase our sales numbers to

(7,250,000,000) S.P.

SUMMARY

Our marketing plan is based on:

Customer service Variety to our product Enhancing the quality

SUMMARY

Market Information:

Total market size is 88000 car

Our market share is 3600 = 4%

Total monetary market is (100 bn) S.P

Our monetary market is (2,160,000,000) S.P

SITUATION ANALYSIS

Customer:

We divided customers into 3 segments:

 

Our current customer is in the second segment (people with medium income).

 

Price sensitiveNot very interested in high level of luxuryMedium incomeDriving ExpectationAges between 25-45: usually small families.Government employee

In our strategy we worked on gaining more segments

Current customer specifications:

SITUATION ANALYSIS

COMPETITORS:

We have three main competitors: Korean cars:(KIA,HUNDAY) 65% from the market share Big Iranian cars High quality Chinese cars

Distribution channels:

Today we have only one exclusive distributor , located in Harasta Damascus.

SITUATION ANALYSIS

Product:

Siamco product (Sham) has no changes.

Syamco’s production rate 25.

( 300 cars per month)

Promotion:

Siamco is not concerned in promotion.

No promotion strategies since 2008.

After increasing fuel prices Sham didn’t decreasing product prices, such as Korean and Iranian importers did.

SITUATION ANALYSIS

S W

O T

Nationalmade(0%custom)Cheap and affordablespare partsLow priceSupported by thegovernment

Old and only one designOne modelBad advertisingOne and reclusive distributorNo offersHigh consumption of petrolBad positioningLow money valueSmall market shareNever made any safetyevaluation for our car

Easy PR as long as weare localWe can work on (after sellservice) as long as thecompetitors ignore itPlanning to export(Siamco) to neighborsHigh custom on importingcarsEasy customization

High impact ofcompetitorsLowering the tax willincrease the impactpercentageWar between Iranand any othercountry

Strengths Weaknesses

Opportunities Threats

SWOT ANALYSIS

After matching the strengths and weaknesses with opportunities and threats, we came up with the following strategy:

Increasing our product’s quality. Developing promotional campaigns. Developing PR. Introducing two new products.

SWOT MATRIX

We will introduce a minivan car (Ajial).

Larger space for big families. Economic car. Safe family car.

SWOT MATRIX

We will introduce a coupe car (Sama).

Modern designed car. Speed responsive car. High performance car.

SWOT MATRIX

Marketing Objectives:Our objective this year is to increase our: 1-Share in the market from 4% to 10%.

2-Sales quantity : (8800) cars.

3-Sales income: 7,250,000,000.

Basing on:1-Product:

Quality and variety.

2-Promotion:

Increasing customer perspective.

3-Distribution:

Extending our distribution channels.

OBJECTIVE

STP

SEGMENTATION

Families

Young adults

TARGETING

Families: Safety + Spare parts

Young adults: Speed + Design

POSITIONING

National (Contribute to Syrian economy)

Low Prices

Extraordinary CS

High safety conditions

4 PS

Ajial

Sama

Sham

PRODUCT

1) Actual:

Sedan (Sham);(4) cylinder 1600 cc(4) cylinder 1800 cc

Coupe (Sama):(4 ) cylinder engine (2000 cc)(6) cylinder engine (3500 cc)

Minivan (Ajial):(4) cylinder 1600 cc.(4) cylinder 2400 cc.

2) Essential: It can stand bad weather Ultimate driving pleasure Attractive design High security and safety

3) Services: Warranty for (3) years Free maintenance for one year Emergency hot line Customer CustomizationTest drive

PRICE

Coupe Car (Sama)Price Engine size

8500000 S.P 4 cylinder (2000) cc

1100000 S.P 6 cylinder (3500) cc

Minivan Car (Ajial)900000 S.P 4 cylinder (1600) CC

1100000 S.P 4 cylinder (2400) CC

Sedan Car (Sham)650000 S.P 4 cylinder (1600)CC

750000 S.P 4 cylinder (1800)CC

Selling showrooms:

(3) Damascus (2) Aleppo (1) Homs (1) Latakia (1) Dair Alzor

PLACE

Sales promotion:

After the car fair and during Ramadan

(August) we are going to make a discount

rate (5%) for each type of cars.

 

 

Personal Selling:  Push Strategy during show rooms.

 

Looking after retailers(Spare parts).

PROMOTION

Direct marketing: 

Developing an Interactive

Website

 

Having a communication with

our customers .

 

Sending e-mails to our

customers periodically

PROMOTION

Advertising: 

We are going to launch four campaigns in Billboards and each

campaign will cost (3600000) S.P.

In the weekly newspaper, (AL Dalil and al Wasela),each

campaign will cost (300000) S.P

 

We will launch three campaigns In the radio, each campaign will

cost (202500) S.P.

 

In TV advertising, we will launch two campaign each campaign

will cost (2100000) S.P

PROMOTION

Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan

* * * * Billboards

* * * * * Al-Dalil+ WASELA

* * TV

* * * RADIO

* * * * * * * * * * * * InternetWeb Site

* * Top Gears

* Car Fair

Advertising Plan

PROMOTION

SIAMCOAdvertising Expenses Budget (Coupe Car)

  

Total Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan

18,000 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500Internet website

13,200,000     3,000,000   3,600,000   3,000,000         3,600,000Road show

(Billbords)

1,500,000     300,000   300,000   300,000   300,000   300,000  AL DALEL

+ AL WASELA

120,000         60,000             60,000 Top Gear

600,000     200,000         200,000   200,000     Radio

4,200,000         2,100,000   2,100,000           TV

500,000           500,000             Car Fair

20,138,000 1,500 1,500 3,501,500 1,500 6,061,500 501,500 5,401,500 201,500 301,500 201,500 301,500 3,661,500 Total

(SIAMCO Promotion Budget (Coupe Car

Total Dec Nov Oct Sep Aug Jul Jun May Apr Mar Feb Jan

20,138,000 1,500 1,500 3,501,500 1,500 6,061,500 501,500 5,401,500 201,500 301,500 201,500 301,500 3,661,500 Advertising expenses

11,250,000         11,250,000               sales promotion

0                          

31,388,000 1,500 1,500 3,501,500 1,500 17,311,500 501,500 5,401,500 201,500 301,500 201,500 301,500 3,661,500 Total

                           

SALES FORECASTING

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

neJuly

Augus

t

Septe

mbe

r

Octob

er

Novem

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Decem

ber

0

50

100

150

200

250

TOTAL OF COUPE UNITS

Series1

TOTAL in thousands 166,250 71,250 71,250, 95,000 95,000 118,750 190,000 237,500 95,000 142,500 71,250 71,250 1,425,000

TOTAL OF COUPE UNITS

175 75 75 100 100 125 200 250 100 150 75 75 1,500

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

neJuly

Augus

t

Septe

mbe

r

Octob

er

Novem

ber

Decem

ber

0

50

100

150

200

250

300

350

400

450

TOTAL OF MINIVAN UNITS

Series1

TOTAL in thousands 294,0700 126,0300 126,030, 168,0400 168,040, 210,050, 340,4800 420,1000 168,040, 252,0600 126,0300 126,030, 2,525,0000

TOTAL OF MINIVAN UNITS

291 125 125 166 166 208 337 416 166 250 125 125 2,500

SALES FORECASTING

Janu

ary

Febru

ary

Mar

chApr

ilM

ayJu

neJuly

Augus

t

Septe

mbe

r

Octob

er

Novem

ber

Decem

ber

0

100

200

300

400

500

600

700

800

TOTAL OF SEDAN UNITS

Series1

TOTAL in thousands 385,0,000 165,0000 165,0000 220,0000 220,0000 275,0000 440,0000 550,000, 220,000, 330,000, 165,0000 165,000, 3,300,0000

TOTAL OF SEDAN UNITS

560 240 240 320 320 400 640 800 320 480 240 240 4,800

SALES FORECASTING

TOTAL Finance in thousands

845,320 362,280 362,280,00

0 483,04 0 48,304 603,800 97,048 1,207,600 483,040 724,560 362,280 362,280 7,250,000

TOTAL Quantity 1,026 440 440 586 586 733 1,177 1,466 586 880 440 440 8,800

SALES FORECASTING

Thank you for your attendance