How to launch

A Brand New Car?

Presented By: Mr. Khim Dany
Date: 25 Feb 2015
TABLE OF CONTENTS
Executive Summary

I. Market Study
1.1. Environmental Scanning (PESTEL)
1.2. Target Market
1.3. Positioning and Messaging

II. Analysis Plan

2.1. Launch Goals with strategic planning
2.2. Launch Tactics

III. Executing / Monitoring Plan

3.1. Action Plan
3.2. Timing
EXECUTIVE SUMMARY: The Launch Of JAGUAR
XF brand In Cambodia
WHERE ARE WE NOW? WHAT DO WE WANT TO DO?
RMA is a leading of Passenger & To launch brand new JAGUAR XF
Commercial Vehicles (Ford & Land in Cambodia
Rover), but is not a leader of luxury
vehicle

HOW CAN WE GO THERE? WHERE DO WE WANT TO GO?

Matching JAGUAR XG to right To be a leader of luxury premium
Market with clear positioning and car
messaging + Maximizing Sales
1.1. Environmental Scanning

 Stable politic environment, Government is

investing on transport infrastructure

 Estimated GDP growth is 7.2% in 2014, 7.5% in

2015, Petroleum price is dropping down around 30%

 Brand product consummation are increasing and

people are more socializing

 Smart phone and social networking is developing

so fast and get more and more popular
 Facility permission is improving, Waste protocols,
bureaucracy, illegal imported cars
 Hybrid system is available in Cambodia, Climate
Change – future temperature rises and impacts

 COMPETITORS’ ACTION and NEW ENTRANTS’ ACTION are also take into account

 Management Meeting to discuss about the good or the bad or the risk of
launching products
1.2. Target Market

People Family Businessman Richman Governor

Age 23 – 35 35 – 45 + 45

Income $200 - $500 $500 - $1K +$1K

Social Class A B C D
1.3. POSITION & Message
Sporty

Porsche

BMW Mazda

Audi Toyota
Luxury
Mass

Expensive Nissan Cheap

Jaguar Honda
Luxus
Premium Subaru
Volkswagen
Chrysler
Land Rover
Ford Kia
Mercedes
Hyundai
Luxury
Mass Premium Low / Entry
1.3. Position & MESSAGE

XF Performance that is truly effortless

“Discover the innovative technologies that make a Jaguar feel alive”

 Matching product capabilities to Market Needs

 Customers see, understand and buy
2.1. Launching Goals

Our goal is to increase our BRAND AWARENESS

and BRAND LOYALTY with 20 cars sales per year.

How can we get 20 cars sales / per year?

Our objective is to get 2 cars sales in the first 30

days after Launch Event

 Simpler Goals produce more focused efforts and better results.

2.2. Launching Tactics

People that can influence the success of product

launch

Who?
Young Successful Businessman: eg. Owner of Brown Café

Popular Stars: Chhorn Sovanareach, Preap Sovath, Sokun

Kanha, Sokun Nisa…

Young Well-know Governor: Ministry of commerce, Mr. Hun

Many
2.2. Launching Tactics

If Jaguar is a person, who is him?

What phone / watch do he use?

What beer / whisky do he consume?

What outfit do he wear?
Where do he normally go?

What do newspaper / magazine do he read ?...

 3.1. Action Plan

Media Venue Performance Gifts Set F&B

- TV News
- Billboard
ATL

- Print
- PR
- Digital Ads

- Showroom - Modelling - Premium - Whisky

- Leaflet
branding - 3D Hologram Items - Cocktail /
- Banner
BTL

- Showroom performance - Premium Gifts Dinning food

- Brochure
Decoration
- Car Display
 3.2. Timing

What is priority ? and What is important?

Pre-event Event After Event

- TV News - Announcement - Media Invitation - News of event day

- Billboard - Media Planing
ATL

- Print
- PR
- Digital Ads

- Showroom - Modelling - Sale Report

branding - 3D Hologram - Customers
BTL

- Showroom performance Feedback

Decoration - Premium - Car Display
- Leaflet Items - Event
- Banner - Premium Gifts Sponsorship
- Brochure - F&B Facilitate
Thank You!
email: econo_dany@Hotmail.com