10 step mktg plan mitsubishi mirage #15 mimistodomingo
Post on 11-Sep-2014
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10 STEP Marketing Plan for Mitsubishi Mirage
Mimosa O. Sto.DomingoOctober 2013
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
When appropriate, data are “masked” so as not to create unexpected conflicts.
Disclaimer
1. Mitsubishi Mirage PTM are price-conscious young professionals situated in the city2. Who are after safety, fuel economy and comfort3. Can choose between Hyundai i10 and Suzuki Celerio 4. Gap is the perfect balance between standard equipment, price position, fuel efficiency and safety features5. The 2013 industry target sales is 210,000 units; Mitsubishi holds a 34% market share –71,400 units (source: http://www.mb.com.ph/roadmap-sees-300k-auto-market/)
Steps 1 to 5
Back to basic…
6. The Mirage is a small car that makes a big statement
7. Priced between Php 503,000 to Php 648,000 (source: http://www.mmpc.ph/pricelist.php)
8. It uses personal selling, advertising, sales promotion, events and experiences and interactive marketing
9. Has dealership nationwide and has international presence
10. Uses the Low Cost Producer strategy
Steps 6 to 10
SMALL is the new BIG
1. Mirage PTM are price-conscious young professionals
25 – 35 years old, single, slotting between the A and B car segments
Living in the city First-time car owners who doesn’t
care much about style but rather efficiency and reliability
Middle-income earners
Young professionals are starting to sort their priorities
6Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
They declare their independence
They look after themselves
2. Young professionals have practical needs, wants & demands
They look after their security and are gaining higher self esteem.
They prefer Mirage for it provides them mobility and it gives value to their money
Simple and honest car that doesn’t try to be something it is not
3a. Mirage has a fair share of competition
Direct: Hyundai i10, Suzuki Celerio
Indirect: Mini, Sedan
Variables: Budget, Features
Price
Engine
400k – 500k 501k- 600k 601k-700k
1.1L
1.2L
In terms of price and engine
Costumer Service Index for PH auto brands
Factors
Service Quality
Service Advisor
Vehicle Pick up
Service Initiation
Service Facility
as of 2013
Benefit Positioning vs. Brand Matrix(ranking - 1 as the highest)
Functional benefits Mitsubishi Mirage
Hyundai i10
Suzuki Celerio
Carmaker
Engine 1.2L 1.1L 1.1L
Legroom and headroom
1 3 2
Spacious cabin 1 3 2
Higher resale value 1 3 2
Fuel efficiency and eco friendly
1 3 2
4. Mirage is built on the philosophy of keeping things simple, affordable and efficient
It portrays a very minimalist design, with simple and conservative styling, “frill – free”
It has lost the edgy character of the previous-generation Mirage
“World-class environment performance” is its main selling point, a.k.a. “eco-car”
5a. Automotive industry roadmap estimates a 210,000 units domestic market in 2013
2014 – 2016: 30,000 additional units / year YTD September 2013: 153,143 units
Market Share Standing:1. Toyota Motors Philippines 43%2. Mitsubishi Motors Phils Corp 24%3. Honda Cars Philippines 8%4. Ford Motor Philippines 7.3%5. Isuzu Philippines Corp 6.6%
5b. Using Mitsubishi Mirage data, market size is estimated at 204,672 units
August 2013Units sold – 5,305YTD Ranking – 5th.Market share – 4%YTD Total: 136,448
2013: 204,672
5c. Consumer data indicates a market size of 174,930 units
August 2013:Personal car sales is at 5,122 units, up by 46.3% from last same month last yearCommercial vehicle sales rose to 8,578 units Combined sales YTD August 2013 totaled 116,617 units
5. 2013 Market size in units
1. Competitor data= 210,000
2. Company data = 204,672
3. Customer Usage data = 174,923
6a. Photo of product category
6a. Mirage vs. i10 vs. Celerio
6b. Small but able
6b. Small but able
6b. Small but able
7. Price range is 488K – 648K
Mitsubishi Mirage Hyundai i10 Suzuki Celerio
MODEL /
ENGINE
GLX (MT)
GLX(CVT)
GLS(MT)
GLS(CVT)
GL(MT)
GLS(MT)
GL(AT)
GLS(AT)
GA(MT)
GL(AT)
1.1 488,000
528,000
558,000
598,000
498,000 579,000
1.2 503,000
553,000
598,000
648,000
Average Price
575,500 543,000 538,500
8a. Mitsubishi uses variety of channels to connect
2
4
1
3
5
8a. Advertising – TV Commercials
8a. Advertising – Print Ads
8a. Sales Promotion
8a. Events and experiences
8b. This is how competitors do theirs
8b. This is how competitors do theirs
9. The Mirage is available in dealers nationwide
10. This is how Mitsubishi Mirage drives
Low Cost Producer Production of the new Mirage will be
centralized at the newly built Factory 3 expansion at Mitsubishi’s Laem Chabang facility in Chonburi, Thailand.
The factory has a capacity of 150,000 units a year; a production run that nearly totals number of vehicle sales in the Philippines in a year.
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SUMMARY
1. Mitsubishi Mirage PTM are price-conscious young professionals 2. Who are after safety, fuel economy and comfort3. Can choose between Hyundai i10 and Suzuki Celerio 4. Gap is the perfect balance between standard equipment, price position, fuel efficiency and safety features5. The 2013 industry target sales is 210,000 units; Mitsubishi holds a 34% market share –71,400 units (source: http://www.mb.com.ph/roadmap-sees-300k-auto-market/)
Steps 1 to 5
Back to basic…
6. The Mirage is a small car that makes a big statement
7. Priced between Php 503,000 to Php 648,000 (source: http://www.mmpc.ph/pricelist.php)
8. It uses personal selling, advertising, sales promotion, events and experiences and interactive marketing
9. Has dealership nationwide and has international presence
10. Uses the Low Cost Producer strategy
Steps 6 to 10
SMALL is the new BIG