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Indus Motors Company (IMC) Introduction:

Indus Motors is the country's second largest auto manufacturer, after the Pak Suzuki Motors,
located near Bin Qasim Karachi, having an assembling capacity of 55,000 units per annum.
Its core business is to manufacture and market cars.

Mission Statement of Indus Motors Company:


"IMCs Vision is to be the most respected and successful enterprise, delighting customers
with a wide range of products and solutions in the automobile industry with the best people
and the best technology".

The most respected.

The most successful.

Delighting customers.

Wide range of products.

The best people.

The best technology.

Vision statement of Indus Motors Company:

Mission of Toyota is to provide safe & sound journey. Toyota is developing various new
technologies from the perspective of energy saving and diversifying energy sources.
Environment has been first and most important issue in priorities of Toyota and working
toward creating a prosperous society and clean world.
List of Competitors:

Here is the list of competitors regarding Pakistani environment and my target companies also
apart of this competition so these competitors are listed below:

1. Indus Motors (Toyota)


2. Honda Atlas
3. Pak Suzuki
4. Dewan Motors
5. Nissan Ghandhara
6. Other China Brand Competitors

Marketing Objectives:

Indus Motors Company always keeps in mind the vision and mission and it is to be most
respected and successful automobile company, delighting customers, Make possibility of
providing with a wide range of products and solutions in the automobile industry with the
best people and the best technology in this way the IMC showing its bright picture in the way
which they achieve customer loyalty it is the key success of the Indus Motors Company.

The Indus Motors Companys marketing objective before setting, the Indus Motors Company
must decide on its strategy for the product. Company has been selecting always its target
market and positioning carefully, then its marketing mix strategy, including price, will be
fairly straightforward. Pricing strategy is largely determined by decisions on market
positioning. At the same time, the company seeks additional objectives. The clearer a firm is
about its objectives, the easier it is to set price. Some of common objectives are survival,
current profit maximization, market share leadership, and product quality leadership.

Implication of Toyota Motors Marketing Mix:

Indus Motors Company (IMC) as second largest company in Pakistan, we must need to
understand the implication of marketing mix because as much as any company gain
competitive achievement in market, same direction company has face more difficulty to more
grow up business and to maintain sustainability. So the companies have to very careful about
the strategies in every aspect so in term of Indus Motors Company, All strategies followed by
Toyota Motors Corporation. Toyota Motors Corporation Deal with in international level,
Indus motors Corporation deal partially national level and dealers deal with in country
regional level so the marketing mix strategy may vary country to country even regional wise.
So in the aspect of Pakistan the Indus motors authorized to dealers that they may employ
marketing mix strategy that should effective for regional environment.
Toyota Marketing Mix 4 P'S:

Product:

The Toyota corolla has been achieving success in term of brand since 1970 in Pakistan when
the Toyota corolla were not manufactured in Pakistan but at the import basis this brand very
tremendously took palace in the Pakistan auto market. The most famous models was Corolla
1976, 1978, 1986 and many list of the yearly series of the models that still consider as
powerful and memorable brand. Toyota corolla assembling, progressive manufacturing and
marketing of Toyota vehicles in Pakistan since July 01, 1990. Through the gaining advantage
of prepared loyal customers before starting production of Toyota corolla brand in the
Pakistan they did not need to much hard struggle to give awareness and make customers
because the customers already well known about the product as compare to other companies.

Toyota Corolla is well standardize product in the market and its current products are XLI,
GLI, 2.OD, and ALTIS Cruisetronic in each of the product they providing features, reliability
and upgrading to make more loyal customer and providing more satisfaction to customers .

PRICE:

Toyota has become an attraction in the eyes of many auto consumers worldwide. Toyota has
built its reputation not only by producing high quality vehicles at affordable prices, but the
brand and marketing skills they use through tactful pricing strategies. Toyota has
differentiated their prices from the traditional pricing set up of many of the other automobile
makers. However, it is their effectiveness in targeting consumers' needs and wants that has
pushed them to the top.

Toyota believes the role of purchasing is through long term and stable production of quality
products at the lowest price in a fast and timely manner. The main objective of administering
prices within any company in the automobile industry is profitability and to consistently
increase efficiency in their product line. Toyota takes on slightly different approach for
pricing strategy with a sale - oriented objective. Although the variables are the same, the
formula is adjusted strategically into the selling price - cost = profit. Indus Motors Company
believes that its markets and consumers is what determine the selling price. Waste
elimination is given top priority which reduces cost and by continuously reducing these types
of costs, it will result in persevering the company's profit growth.

Physical Distribution/ Place:

Palace is another important element to keep focus very carefully. Toyota corolla as Well
Established and well known in over all world the one factor of that reason is that they apply
strategy with authentication and Very genuinely. The Toyota Indus have approximately
Twenty Eight dealers in over all Pakistan and Seven Dealers existing in Karachi they
Distributed in four dimension namely Eastern Motors, Western Motors, Northern Motors,
and Southern Motors and other three Dealers are engaged in different location each Zone
partially cover whole of the Karachi. This competitive advantage goes to the Toyota Indus
Motors regarding place because in the Pakistan they have largest range of Dealership. It is
apart of the marketing strategy which they want to keep close to customers and try to over
come the distance between them and customers they also try to make product more
conveniently available for customer.

Promotion:

Promotion is the next most important element of marketing mix without this element
marketing mix may never completed not only this the business can affected just because of
this arena. Indus Motors Company has been applying promotion strategies in many ways, by
ads, Giant Billboards at Bypass and super highway, Sponsors in Games, participation in
exhibitions, Display centers, Display in big Public market (as Indus Motors Company did in
Pak Tower three year later which they display by new trend that the car was in space that was
a unique way of promotion), The Development of top quality logo and photography which
can be used in ads, brochures, name cards, etc. Toyota also Taking advantage through
advancement of technology in which, they promote via emails, web banners on famous and
expensive sites of internet, etc, Participate as a part of Pakistani society in this aspects open
institutes, establish Hospitals, social walk and many aspect which Indus motors company
contribute shoulder to shoulder in these social activities also give support to Indus Motors to
promote its Product. The aim is to make a place in customers mind that they are being with
them. Indus Motors participate in maximum tools of promotion as some mentioned above
because Indus motors believed that provide more and more information to customers to
achieve attractiveness.

2.4 Marketing Functions of Indus Motors Company (IMC):


we know that Marketing Department is the very essential tool and it excellent essence of any
business same as this strategy imply by Toyota company to its authorized Dealer in the light
of customer brand loyalty my concern will deal with dealers and customers it is the target of
the project. As above I have shown the structure of the Indus motors authorized dealer
(regarding to my target dealer Toyota Southern motors).

Sales, Service and Spare Parts all from the same facility Toyota Southern Motor compares to
the Total Quality Management style of Toyota Indus Motors. Toyota's TQM characteristics
will be compared to the characteristics of Southern Motor, and the differences between the
two companies will be discussed. Finally, this function will address how Toyota's TQM
practices could have been integrated into Southern Motor and how applying these principles
could have saved the business.

Toyota's corporate philosophy revolves around customer satisfaction, which is symbolized


ed in the 3S Concept. Toyota is the Pioneer in the 3S System, which offers Sales, Service and
Spare Parts all from the same facility.

Sales Facilities:

Indus motors imply on its dealers that make facilitate customer to buy the product for that
Indus Motors Company given the dealership authority approximately 28 in all over the
Pakistan. Note that it is the highest number of dealers regarding automobile sector just in the
Karachi city Indus motors Company has 8 dealer main and big dealers are Eastern motors,
Western motors, Northern Motors, Southern Motors All of the Sales strategies followed by
Indus motors itself and it is directly involve as well time by time Indus motors intelligence
keep an eye on this sector to monitor the sales activities not only this the some time Indus
motors intelligence conduct interview with customer This strategy namely say Quality
Sales.

One of the parts of Indus Motors Company is to facilitate its loyal customer and overcome
customers ambiguity, buying conflict and provide them maximum information before
purchase. The Indus Motors Company is very conscious in sales as well Customer
Satisfaction.

Service Facilities:

Indus Motors Company believed that customers are the key of success just need to analyze
that factor which they can utilize that key. Service is another Key element of the Indus
Motors Company off course, customer service is one of the part of service in which they get
engage with the customer to provide them service related to product. The service may be
provide maximum information, problem solution regarding product, remove irritation etc.
some of the key factor they always keep in mind about customer care that they Keep
Constant Communication with Customers, always Respond Quickly to their Needs, give
them Satisfaction not only on product but also on other aspects, immediately Compensate for
Loss, Make Products Available for customer, support and Render Advice, Boost customer
and as well as Product Confidence, Give Special Attention and listen very carefully, always
Protect Customers Rights, Maintain big standards of Cleanliness, Hygiene and Smoothness
and as they are looks original in reality, one of the most important part is that they Make
Customers Part of the Organization.

Indus Motors, Customer service conscious company, for which it is always looking for
avenues to develop further relations with the customers who have already purchased the cars.
Southern motors consider purchase of car as the beginning of relations with customers.

Spare Parts:

Indus Motors Company has been providing the next Best Facility to its customer of
availability of spare parts. Indus motors provide the facility of Genuine part just from Indus
motors authorized dealers with that they provide the guarantee of that spare part other wise
in local market Toyota is not providing genuine part so it is also an assurance or customer
loyalty that they can buy genuine spare parts only from authorized dealers Toyota Indus
motors provide range of warranty on spare parts some of Toyota dealers offering interesting
attraction like you buy, we fit it means Buy Toyota genuine parts from Toyota dealers and
enjoy 6-8 month's Toyota Warranty, contribute to high moral and enjoy the satisfaction of
using 100% genuine Toyota Parts.

Marketing Strategies:
It is important to the marketing strategy to develop an attractive image to the trade. This can
be done in a number of ways:

1. Advertising. Toyota Motors suggested Indus Motors Company as the best place to
advertise. In the regional telephone directory Yellow Pages two classification are
possible: Auto Restoration--Antique & Classic, or Auto Body Repair & Paint. These two
publications both have directories. In local Newspapers, a color 1/4 page ad would run
per quarter year and a quarter page ad in the Yellow Pages runs every month.

2. Join The Chamber of Commerce. The image of Toyota Corolla restorations would be
elevated by joining the Chamber of Commerce. This would low cost per year. Advertising
on their electronic sign alongside the Interstate at present the sign would give 100
impressions per day to the Indus Motors Company. We expect this to increase Toyota
Corolla's income by about 12% during that 90-day period.

3. Advertising. Development of a top quality logo and photography which can be used in
ads, brochures, name cards, etc. Not counting printing costs, which vary by quantity and
quality of paper chosen,

4. Participation in Car Shows. Another image-building marketing tactic is participating in


local car shows. These car shows are held just for the fun of it. This would require time
and effort, but not much in the way of money. This should be coordinated to
insure compatibility with the show's concept and our image. So every dealer should have
to make it possible in that area with the coordinate to other one Toyota Corolla dealer. a
photo album can never compete with the real hardware.

In addition to the above-mentioned activities designed to elevate the company's image, it is


essential to market directly to the selected target clients who all go to local car shows.
Success in making inroads into these names would set the stage for entry into the more
prestigious auto restorers guild.

Marketing these prime prospects must be carried out in a thoughtful organized way. Color
literature including the newly designed logo should be completed as a first step. When
marketing these prospects it will be important to present a portfolio of Toyota Corollas most
innovative work. A relaxed face-to-face meeting, resulting in good communication between
Toyota Corolla and the project car's owners, should be all that's needed to generate a first
order.

Market Segmentation strategies:


The market for auto restoration reflects the buyer's income bracket and standard of living in
much the same way that the restoration market is segmented. Below are listed market
segments based on size of pocketbook and quality of production:

1. Material Outlets. Suppliers of auto body and paint supplies, interior supplies and
mechanical parts.

2. Simple jobs. Simple repair jobs and service are the next level in IMC sales chain.

3. Paint. Custom paint work such as murals and flames will provide some income.

4. Restoration. Complete restoration jobs, and complete paint work.

5. Custom Work. Custom body work such as, top chops and channels, this would be
considered IMCs high end of work.

The average age of our customers is 30 to 65 years old with an average income is up to
600000 per annum, with most full restoration customers having incomes of over 60,000. The
gender is predominantly male, with a college education. Some of the more recent trends
come from the increasing coverage of IMC on television, with shows such exhibition, display
centers, public displays etc. 3 years ago IMC did exhibition in Karachi which display car
were hanging in space that was really watch able and people were attracted to see. These
types of shows have helped auto restoration to grow to a billion Rupees a year industry in the
Pakistan.
Target marketing strategies:

Indus Motors Companys target market segment strategy includes the use of local radio, local
famous newspapers i.e. Daily Jang, the News, Dawn newspaper, magazines, billboards,
and television stations to convey the word about its business. These publications are
distributed to a wide variety of people who are all interested to buy Toyota Corolla cars, and
other Toyota cars. IMC strategy includes using people's emotions to persuade them to use a
Toyota Corolla. IMC does not limited to just a couple of different types of advertising, they
also use press releases and magazine articles. IMCs website, which is a well designed, and
cost effective way to tell people about them and those authorized Dealers overall the Pakistan
and it's services, IMC use every way within it's means to convey its message to the public.

IMCs market strategy is to flood the magazines and newspapers with its advertisements,
doing newspaper ads for news lovers to enjoy during morning and afternoon free times. This
is due to the fact that more people attract to the paper during these time frames, so IMC has a
really catchy ad during these time it's probable that IMC will gain some customers from it.
The magazine publications go out to hundreds of thousands of people every month, so all we
need is to convert a small percentage to sales and we'll achieve our success. But we don't stop
there; IMC is also joining the chamber of commerce to network its business. And sometime
IMC used to flyers at the car shows to promote or company, and of course business cards.

3.4 Brand Positioning:


According to Indus motors Brand positioning Strategy brand is based on provide quality
products for customer satisfaction Indus motors always keep in mind the needs and wants of
customers, they always think by customers point of view. Toyota Corolla has continue been
offer the quality and value for which the brand has long been known. In style and substance,
the Corolla has a strong, new identity, all its own. It will be far more than merely the next-
generation Corolla and will position itself perfectly above our entry-level and below our sales
leader.

3.5 Pricing Strategies:


Indus motors company has a mission to give good quality (Toyota corolla as it is our target)
cars, achieve price-quality leadership overall the Pakistan. The pricing strategy is as they
targeted that Cost + Profit = Price. IMC is very crucial in this aspect as well because as the
standard of quality they do not perceive to give burden of high price at customer or IMC does
not low or below the price as they producing Quality car and value as customer perceive in
this aspect.

3.6 Advertising and Promotion:

Indus Motors Company (IMC) has a modest program of marketing its services that include
the following:

1. Newspaper and magazines ads


2. Press releases and magazines articles
3. Car shows
4. Website
5. Calendars

3.7 Distribution Strategies:


There is no specific demographical location for potential customers. Indus motors are located
all over the Pakistan. They send their cars to whom and where they feel will do the best job,
based on reputation not only this IMC providing the opportunity to customer that they can
buy the Toyota corolla from authorized Dealers. These dealers are located in over all Pakistan
to facilitate the customers in Karachi city IMCs almost Seven Dealers are engaged with
customers. In location aspect the aim of IMC is to make product possible in reach of
customers so this reputation comes largely from "value of customer". This will not only
increase the number of potential customers for Indus Motors Company in the leadership
phase, also have been providing a valuable word-of-mouth reputation for them.

Introduction of Competitor (Honda):

Honda Atlas Cars Pakistan Limited is a joint venture between Honda Motor Company
Limited Japan, and the Atlas Group of Companies, Pakistan. The company was incorporated
on November --, 1992 and joint venture agreement was signed on August ---, 1993. The
ground breaking ceremony was held on April 17, 1993 and within a record time of 11
months, construction and erection of machinery was completed. Official inauguration was
done by President of Pakistan, Sardar Farooq Ahmad Khan Leghari. Mr.Kawamoto,
President of Honda Motor Company Limited Japan was also present to grace the occasion.
The company is listed on Karachi, Lahore and Islamabad Stock Exchanges. The Dealerships
Network has expanded and now the company has sixteen 3S (Sales, Service and Spare Parts)
Pit stops network in all major cities of Pakistan.

Vision: Market leader in the motorcycle industry, emerging as a globally competitive centre
of production and exports.

Mission: A dynamic, profitable and growth oriented company through market leadership,
maximizing export and excellence in quality and service; to ensure attractive returns to
equity holders; reward employees according to their ability and performance; to foster a
network of researchers and engineers ensuing unique contributions to the development of the
industry; customer satisfaction and protection of the environment by producing emission
friendly green products and to remain a good corporate citizen fulfilling its social
responsibilities in all respects.

Quality:
A dynamic, profitable and growth oriented company through market leadership, maximizing
export and excellence in quality and service; to ensure attractive returns to equity holders;
reward employees according to their ability and performance; to foster a network of
researchers and engineers ensuing unique contributions to the development of the industry;
customer satisfaction and protection of the environment by producing emission friendly
green products and to remain a good corporate citizen fulfilling its social responsibilities in
all respects.

4.2 Honda Atlas Marketing Objective:


Honda Atlas Pakistan Limited as well established automobile companies in Pakistan they
always keep focus on that mission and vision in the same direction HACPL does target of
goal achievement. The standard of the HACPL according to marketing is very high, as Honda
atlas and Indus motors are Japanese companies, those marketing strategy approximately
same. HAPL existence and central point of Honda Atlas to sell dream Car because in Honda
point of view Power of Dreams itself attracting the customer for that need to build unique
product it will sell themselves.

Somehow, HACPL has similar marketing objective to Indus motors company both
companies have been targeting in terms of provide satisfied customer service, make possible
to keep in reach the product, strive to give outstanding service to valued customers. In
addition to providing regular service to customers, the company also regularly conducts
Service Campaigns, to facilitate customer's need for service. This has given both companies
customers absolute confidence in those cars, clearly evident from the ever increasing sale
volumes. Although Honda atlas has a selling advantage of other product line in which
generators and vacuum cleaner in Pakistan perspective.

In the constant endeavor of Honda Atlas and Indus motors company to achieve No .1
Customer satisfactions with respect to loyalty of brand. Honda Atlas and Indus Motors
Company have been committed to meet customer expectations, and to provide good value for
money.

4.3 Honda Atlas Marketing Mix:

Marketing mix elements or 4ps strategy of marketing is the essence of any business same
like this strategy of marketing mix apply in top listed automobile company overall the world
Honda atlas these key elements of marketing mix make the difference between Honda atlas
and Indus Motors Company in this aspect Honda atlas also comes up with a strategy to figure
out which strategy is best for them given the objectives and resources. They must also
consider the strengths and weaknesses of the company as well as opportunities and threats.
To enhance the aptitude of the companies, a marketing mix strategy is introduced. The
marketing strategy will create lucrative marketing mixes for defined target markets.

As we know the marketing mix is composed of four key elements to execute or examine for
marketing campaigns. Honda atlas has been enhancing their outcomes and marketing value
by implementing the right combination of the four Ps. But in Pakistan aspect the marketing
mix strategy different to Indus Motors Company. The Four Ps of marketing are: product,
price, placement, and promotion.
Toyota Indus Motors Company marketing Mix elements almost fulfill the requirement Four
Ps of marketing mix but Honda atlas is much below as compare to Toyota Company. In
marketing Mix aspect we will discuss little awhile about 4ps, then it will be much easily
understandable and analyze that what factor make the difference between both companies?
Also which one company has been getting success as compare to other one? These
identifications will make a bright picture for analysis about Indus Motors Company and
Honda Atlas Company. Customer loyalty exists because of these four elements and these
elements are the basic fundamental of success. These four elements (Product Price, Palace,
and Promotion) are implying here simultaneously for comparison by Indus Motors Company:

Product:

Honda Atlas has competitive edge to Indus Motors Company in term of product line. The
Indus Motors Company has been producing and doing business of vehicle in Pakistan but
Honda Atlas has been producing wide variety of product. Honda Atlas product line is
divided by manufacturing of bikes, generators, Water pumps, brush cutters, petrol engines.
These all product are in number of series like in bikes series they manufacturing Honda
CDI70, Honda CD100, Honda CG125, and Honda Delux125. This large series in bike
products has been giving competitive edge over Indus Motors Company. In bikes segment
Honda at No. 1 position. Same as other product line except in car manufacturing.

The comparison by product between our main target area of Toyota Corolla and Honda City,
Indus Motors has been maintaining good position in Pakistan. Toyota Corolla has been
positioning in consumers mind by providing features, reliability and upgrading. Loyal brand
series of Corolla is XLI, GLI, 2.OD, and ALTIS Cruisetronic is top positioning in the
customers mind. Although, the Honda atlas has also one of the product line in car series is
Honda City.--------, Toyota Corolla and Honda City Offering features in many aspects as
I have been discussed before in which I found result that features of both company brand
has been taking place in customers mind by brand loyalty.

Price:

As our target of research is Brand loyalty comparison of Toyota Corolla and Honda City.
Comparison by price of Indus motors brands (Toyota Corolla) and Honda Atlas Brand
(Honda City) have become an attraction in the eyes of many auto Pakistani customers.
Toyota Corolla has differentiated their prices from the traditional pricing set up as Honda
Atlas. Indus Motors Company is very conscious about Price and Quality; they built its
reputation not only by producing high quality vehicles also at affordable prices. Toyota
Corolla (GLI) current price is Rs. 1,389,000 and Honda City (AT) current Price is Rs.
1,439,000. At this point we can easily understand that the price of Honda city is higher than
Toyota Corolla means Honda City is an expensive car more than Toyota Corolla. However, it
is Indus Motors Companys effectiveness in targeting consumers' needs and wants that has
pushed them to the top.

Toyota believes the role of purchasing is through long term and stable production of quality
products at the lowest price in a fast and timely manner. The main objective of administering
prices within Honda Atlas is profitability and to consistently increase efficiency in their
product line. The traditional pricing strategy of Honda Atlas is formulated into the cost +
profit = selling price. The reason behind this strategy is that When Honda Atlas makes
changes and improvements, cost of production increases causing the selling prices to go
higher. Honda Atlas does not want to cut their targeted return and therefore the costs are
passed on to the consumer to maintain their profit margin. Mean that Toyota (Corolla)
Pricing Strategy slightly different approach with a sale - oriented objective. Although the
variables are the same, the formula is adjusted strategically into the selling price - cost =
profit. Toyota firmly believes that its markets and consumers is what determine the selling
price. Waste elimination is given top priority which reduces cost and by continuously
reducing these types of costs, it will result in persevering the company's profit growth.

Place / Physical Distribution:


The next important part to comparison is the place or Physical Distribution. It is the way of
facilitate customers and make more convenient for customers Indus Motors Company and
Honda Atlas applying selling strategy by authorized Dealers. Both companies are not taking
responsibilities from any unauthorized or local Dealers.

Honda Atlas Network of dealership has expanded and now company has sixteen 3S (Sales,
Service and Spare Parts) and thirty 2S (Service and Spare Parts) Pitstops network in all major
cities of Pakistan. But the network of Indus Motors Company is much expanded than Honda
atlas, Indus Motors dealership has expanded by Twenty Eight 3S (Sales, Service and Spare
Parts) all over the major cities of Pakistan. In Karachi Aspect, Honda Atlas has four Dealers
of car market rather, Indus Motors Company has Seven Dealers existing, and another
differentiation is that Toyota Dealers Provide facilities of 2S at same time and same place. In
this aspect Toyota Dealer doing more facilitates to loyal customer because, customer has no
need to take pain of go another specify location. Indus Motors much committed to customer
satisfaction as Customers wants to take service or Spare parts.

Promotion:

Indus Motors Company and Honda Atlas (Pakistan) always strive to give outstanding service
to valued customers. In addition to providing regular service to customers, companies also
regularly conducts Service Campaigns, to facilitate customer's need for service. This has
given to customers absolute confidence in Toyota Corolla and Honda City cars. Honda also
participates in promotion of that product. But as Honda Atlas has a wide Verity of Product
line, they rapidly and quickly promote products more than Indus Motors. Promotion of
Honda products has been depend on nature of product because Honda Atlas as we know that
a wide range and variety of products as we discussed about the series, for example Honda
wants to promote its bike product for that company may use Publicity like street banners,
showroom display, announcement in newspapers, catalog, broachers, public market display,
and many other option may applicable.

4.4 Marketing Operations/ Function of Marketing Department:


Marketing operation functions is the very essential tool and it is excellent essence of any
business same as this strategy imply by Honda Atlas Company to its authorized Dealer. It is
dealing with brand loyalty of Honda products my concern exists between dealers and
customers. Honda Atlas also depends on 3S as Indus Motors Imply its strategy in market
operations but also Honda Atlas has been facilitating with separately 2S as well (Service and
Spare Parts). This offer of facilities Honda Atlas Motor compares to the Total Quality
Management style of Honda Atlas Itself. These 3S and 2S always monitor by Honda Atlas
itself that whats going on in which Direction? These 3S and 2s has been facilitating through
Dealers. Let we discuss these three elements simultaneously:
Sales:
According in all aspects of sales our main concern is regarding Toyota Corolla and Honda
City but somewhere we have to understand which Way of sales of Honda Atlas Motors is
quite well standard to Indus Motors. The HACPLs Sales Deals by its authorized Dealers.
The dealers engaged in providing facilities the customer to buy Honda Brand(s). Honda Atlas
Company has given dealership authority approximately sixteen Dealers (cars), Twelve
hundred and fourteen (1214) Bikes Dealers, and more than hundred has been working and
dealing with Power Products in all over Pakistan. But Indus Motors Company just Deals in
Vehicle sector thats why Toyota Company has twenty eight Dealers network regarding
Vehicle sector but in other ways, Indus Motors has no choice to compare by other Honda
products. Note that it is the highest number of dealers categories regarding bikes and Power
Product sector just in the Karachi city Honda Atlas has four dealers have been dealing in Car
Sector and hundred Dealers deal in Bike segment. All of the sales strategies followed by
Honda Atlas Itself and it are directly involve and time by time Honda Atlas keep attached
with each sector, do analysis the sales, performance of the dealers most importantly after
sales, customer satisfaction report. Sales facilities part of Honda Atlas is to facilitate its loyal
customer and overcome customers ambiguity, buying conflict and provide them maximum
information before purchase. Honda Atlas is also very conscious in sales as well as
Customers Satisfaction.

Services
The product sold is not means that close the window for customer now, it is beyond that
further after sales customer has largely engaged to deal in service and Spare parts aspect.
HACPL is a customer service conscious company, for which it is always looking for avenues
to develop further relations with the customers who have already purchased the Product.
Honda Atlas considers purchase of any product as the beginning of relations with customers.
To prolong this relationship and encourage the customers to keeps on coming to the dealers,
providing customer service the reason for this facility is to stress on the importance of
periodic maintenance. Periodic maintenance is essential for every existing if this is
performed regularly as per the maintenance schedule the car is trouble free and life of car
increases by many years. For these free services the labor is not charged, where as the
customer has to pay for only the consumable like engine oil, oil filter, etc..
HACPL is providing regular trainings to the dealers' technicians. The trainings cover all
aspects of the cars and related Products including the periodic maintenance, diagnostics,
trouble shooting and repairs according to HONDA standards. From this we want to facilitate
the customers in maintaining their cars in top-most condition and enjoying the comfort and
performance of the luxury vehicles they own. It is our endeavor to have uniform service
standards made available at all dealerships in accordance with the international Honda
standards. We consider the properly maintained vehicles not only to be a source of
satisfaction to our customers; they also increase the sale value of their car.

Indus Motors Company Gain competitive edge that they providing service more closely as
they have twenty eight 3S network engaged all over in Pakistan. This issue is very critical,
Indus motors company makes possible the product should in reach of customer, Honda Atlas
customers facing problem regarding Service sector as well because as they thought to go
service center most of the time they take pain to go on long distance service center. Some
customer get hyper just by think to concern with service center and this may become time
consuming, in other side Indus Motors Company make it easy in reach of customer and more
facilitate.

Spare Parts:
The Spare parts element is heavily concern and involved with brand loyalty of Toyota
Corolla and Honda City because cost of spare parts also consider when customer want to buy
the car, customers are also price conscious, availability of spare parts and as well as quality
of spare parts. Indus Motors company offer affordable price as per luxuriousness of car and
its availability is easy in reach; every dealer is able to provide the spare parts in 24 hours and
its quality is fulfill by standard of parts as well as Indus Motors Company offer warranty (its
depend on nature of auto part). IMC is not guaranteed if customer buy spare part from local
market and spare parts price is much cheaper than Honda Atlas.

Honda Atlas always follow those strategies which they can gain customer most attention to
its brands. Honda Atlas always make possible to be genuine and look genuine. Honda attract
its customer in under the statement that Buy Honda genuine parts from Honda dealers and
enjoy 6 month's Honda Warranty, the Honda warranty can vary product to product and
contribute to the countrys economy and enjoy the satisfaction of using 100% genuine Honda
Parts. But if customers buy the parts from open market; most probably is that customer may
be buying smuggled parts and thus committing a moral crime and robbing your country from
precious revenue, customer may unable to claim but if customer buy from Honda authorized
Dealer so the part will be 100% genuine, customer has no need to buy from open market, the
trust between customer and Honda Dealers become long lasting etc. It is the Honda Atlas
aim to be No.1 in customer satisfaction in all three S, Sales, Service and Spare Parts and two
S in the same time.

MARKETING STRATEGIES:

Market Segmentation Strategy:

Indus motors company segment the market only in vehicle aspect but Honda Atlas is very
conscious about to make lower and middle class customers they also make possible
opportunity for both class customer, because Honda Atlas Believe that one cent taken care
a rupee and a rupee will take care itself so the product for lower and middle class is a
competitive edge on Indus Motor company, so for making low and middle class customer.
Honda Atlas has been producing bikes series of CDI 70, Honda 100, CG 125 and CG deluxe
125, the price range from 68,000 to 85,000, bike riders have been much delighted by Honda
bike series not only this the Honda Bikes are the No. 1 Quality in Pakistan and this price
range is affordable, means Honda bikes are still well worth in Pakistan. Honda atlas has other
wide range of products variety in Pakistan, the target market of Honda atlas is sub divided by,
generator , Water pumps, brush cutters, petrol engines these all products are available in a
wide range of series. Honda Atlas has been segment the market by those customers who have
these types of needs. The target customers for these products are those who will have an
income in the range of approximately Rs. 100000 to 400000 per year. This income range is
applicable for average type of product in all categories means that the income level may be
varied depending on series nature.

so, in the target market Indus motors company has limited opportunity for target rather,
Honda atlas has a wide range of varieties for target customers here we can say that in this
aspect Honda has a competitive advantage to make profit and customers because if a
customer delighted by one product of Honda like generator, bike etc so brand positioning of
Honda may be encourage to use Honda car (Honda City).

Target marketing strategy:

The Honda Atlas has been targeting the customer often targeting Indus Motors Company, so
need to know and understand this issue that who will be interested in the services of Honda
City? For male and female HACPL wants to produce and sell friendly and softly use of car
for both (comparison by cars only), The age range from 25 to 65 years is the most average
age car driver in Pakistan. The target customers are those who will have an income in the Rs.
50,000 and up range. Some customers in the lower income ranges are interested in specific
services, interior restoration, or paint work and parts sales rather than full restorations. Honda
atlas has a big opportunity in term of target market because Honda atlas has wide range of
different product line as compare to Indus motors Company, Indus motors company deal with
vehicle sector only but Honda Atlas has been dealing in Cars collection as well as in,
generator, Water pumps, brush cutters, petrol engines. The income range of customer for
these products (except Car Brands) lies in Rs. 100,000 to 200,000.

Honda Atlas has been offering different variety of products and IMCs target market is
limited rather than Honda atlas has opportunity to target large volume of customers in
Pakistan with product line.

Brand(s) positioning:
Honda calls the design concept of the new Honda City the arrowshot. The car seems to
concentrate all its forces on a point at a front, while the rear has a raised deck lid for a more
upright stance. This makes the City look like its ready to release energy even when it is static.
As with the Honda Accord, there are some hints of BMW-like design with the new City.

According to Honda Atlas Brand positioning Strategy, it is quite similar to Indus Motors
Company it is also based on provide quality products but as we know that Honda atlas has
wide variety of brands and product but our main concern with Toyota Corolla and Honda
City comparison in car competition of brand loyalty is purely based on the quality as well as
price more over brand loyalty most concern with the 3S and 2S of Honda, if we talk about
the sales, Honda atlas positioning its brand through simple and straight forward method of
sales service, provide detail information to customers, luxuriousness, durability and
reliability of Honda City, detail information about features of car, provide technical and
functional information regarding car, take care of customers when they engaged in deal, for
customer satisfaction Honda Atlas always keep in mind the needs and wants of customers.
Honda atlas sell quality but reliable City car and they are offer quality and valued brand for
which the brand has long been known.

Honda Atlas positioning strategy also exist in quality sales, in simple words, a sale that done
through well set standard format set by company in which give fair value to customer, avoid
ambiguity, irretentiveness, provide full level of information, deal must based on make long
term relationship not deal by selling product and many more characteristics involved in
selling quality sales.

The brand positioning of Honda Atlas, to provide quality, and reliable products to customer
those fulfill the customers needs, demand and satisfaction. More over Honda atlas logo is
enough to make understand us that how much they involved to make position in customers
mind that is The Power of Dreams. Honda atlas always tries to stretch customers mind and
make it possible as much as customers dream come true. Honda Atlas is very always busy in
maintain Brand loyalty in customers mind same as Indus Motors Company (Pakistan). Honda
Atlas is doing deeply analysis to compete Indus Motors Company in brand positioning aspect
as well for that hey has been doing hard work in its 3S and 2S.

Pricing Strategy:
Honda Atlas Company Pakistan has a mission to give good quality cars, achieve product-
quality leadership overall the Pakistan. The pricing strategy has been applying by this
formula that Cost + Profit = Price. Honda Atlas is very crucial in the providing Quality
product to customers. The perception behind that brand make as it talk itself and then
customer will attain and will not as such consider price. IMCs perception is that quality is
the initial attraction of customers and the pricing is the strong support of product and IMC
using pricing strategy as compliment part of success achievement. The standard of quality
they do not perceive to give burden of high price at customers.
Advertising and Promotion:

Indus Motors Company (IMC) has a modest program of marketing its services that include
the following:

1. Newspaper and magazines ads


2. Press releases and magazines articles
3. Car shows
4. Website
5. Calendars

Distribution strategies:

The Honda Atlas has been applying its distribution strategy by nature of product as company
producing wide chain of different products. As we discussed in Market segmentation
strategy, Honda Atlas distribution Divided in many ways like Honda cars, Bikes, and Power
products, in distribution of Honda cars Honda Atlas has sixteen Dealers network in all over
Pakistan and Four dealer exist in Karachi, for Bike Distribution twelve hundred and fourteen
(1214) found as per research, and for power product, company has Eighty seven Dealers exist
in Pakistan. Honda Atlas cars car plant established in Punjab and supply to supply to all over
Pakistans distributors so, there is no specific demographical location for potential customers.
Honda Atlas providing the opportunity to customer that they can buy Honda atlas Products
from authorized Dealers. In distribution aspect, Honda Atlas has mission to make convenient
and provide valued product to customers.