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Revos Re-launch

Group Members:

Anam Alam

Asad Abbas

Noman Naeem

Sana Zahra Ahmed

Tooba Ashfaq

Terms of Reference

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REVO!!!

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About Omar Jibran Engineering

Automobile parts manufacturer for almost all vehicles being

assembled in Pakistan.

Around 70% ofMehransparts were also supplied by Omer Jibra

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About Revo And What Went Wrong

About Revo

Launched in 2005

Stopped in 2006

Low-cost compact car

Caters to lower and middlesegments of urban areas ofPakistan.

Issues

Sold 700 only cars (o5000 aimed)

Customer Service

Quality

Government expect

Mehran

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Vision

To evolve Revo car and relaunch it as a solely Pakistani-mfor lower and middle tier segments (SEC B & C).

This car will be fuel efficient and have a better look than competitors.

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Project Objectives

To determine:

Challenges faced by the brand at the launchphase;

Consumer perception of brand Revo;

The price point of brand Revo;

Give recommendations with respect to productdesign and pricing, based on the findings andanalysis of the above three factors.

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Research Methodology

SecondaryResearch

Scholarly-reviewed articles

Case studies

Research on direct and indirect competitors

Primary

Research

Target market segmentation will be ownership-wise

Three focus groups:

males who drive cars similar to Revo

males who drive expensive cars

males who drive motor cycles

Indepth interviews with car dealers in three major cities

Questionnaire surveys (500-600) In-depth interviews and surveys will be conducted face-to-face, telephonic, a

internet

Analysis Analysis will be done using SPSS

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Time Selection

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Budget

The expenses incurred during our research will include:

Traveling expenditure

Arrangements of focus groups and interviews

Stationery expenditure

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Risks and Constraints

Time horizon and the risk of overrunning it .

Changing global economic conditions, which might affect ouRevospricing strategies.

Political instability, which would hinder our schedulesresearch.

Sampling errors.

Limited budget and the risk of overrunning it.

Threat from competitors (especially Suzuki Motors).

Privacy / Confidentiality issues.

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THANK YOU!!

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APPENDIX

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