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SPD 4291 Global Marketing
A solution to Brazil’s climate change : MyCar
Group: B02C
Presented by:
Chan Ka Chun Kelvin (13019989S)
Chau Ho Lam Marcus (13006367S)
Cheung Man Chung MC (13020301S)
Tsang Man Chun Gibson (13030080S)
Wong Wai Kin Chris (13610687S)
Yip Yun Cheong (13609260S)
Agenda
Introduction
Country Analysis
Marketing Plan
Product IntroductionMyCar
• The first Hong Kong 100% Electric Vehicle• Belongs to A-segment mini-sized • EuAuto and PolyU• Price: HKD$97,000• Selling place: HK, UK, USA, Austria, France, Manaco
EuAuto• Hong Kong local company orignally• Bought by GreenTech Automotive in 2010
Marketing team of EuAuto • Marketing plan for a new market – Brazil
Political and Legal
Federal Public
Civil Law Anti-Bribery Law
Profit Tax & VAT
Corruption Index in Brazil
High Risk
Corporation tax and VAT
34%
Economic and Financial
Income GDP Big Mac Index
International member
GDP & Income
GDP Growth & Big Mac Index
2014 GDP per capita$12,528
International Member
Culture
Brazilian and religion
Dietary preference
Language and communicatio
n
Context and orientation
Language communication and context
Obscene
Relationship
Competitive Analysis
Michael 5 Forces Model
Market Competitors A-segment electric vehicle in global market
Mercedes Smart ForTwo Toyota IQ EV Honda Fit EV Renault-Nissan Alliance Twizy
They are relatively higher price
Customer Power
Top 5 EV (2013) by Autosaur.com
1. Renault Twizy2. Mercedes Smart
ForTwo3. Mitsubishi I MiEV4. Honda Fit EV5. Ford Focus EV
Supplier Power
The material of MyCar• Fiber Glass• Plastic pipe
Own technology and laboratory• No complex
procedure
Own factory in• USA• China
Threat of New Entrants
Entry barriers
Threat of Substitutes
Competitive AdvantageForce Competitiveness
Influence
Market competitors
Customer Power
Supplier Power
Threat of new entrants
Threat of substitutes
Marketing Objectives
Create 10% brand awareness
Gain 5% market share
Sale volume: 1000 units of Mycar
Target Customers Business to Business
1. Industry: Business, government, institutionBusiness: Golf club, hotelGovernment: Country park, theme park, airportInstitution: University
2. Types of buying situation: New task
3. Purchase criteria used by the customers: Quality sensitive
Target Customers Business to Customer:
• Convenience
• User status: potential users, non-users, regulars, first-timers, and users of competitors’ products
• Lifestyle : Young couple and married without child
oriented; environmental
conscious
• Income : Middle Income & High Income
Demographic
Psychographic
BenefitBehavioral
PositioningGlobal Consumer Culture Positioning
(GCCP)
Mycar Identify the brand as a symbol High-tech product
PositioningPositioning map
High Price
features
Low Price
Who are going to JV?
Match in
vision
Brazilian
local
Established
factory
Industry expertis
e
More benefits on JV
Low cost
Separate liability
Branding
Flexible
Combine strengths
Separate liability
A JV is an individual business entity that our
parent company bear limited liability and
impact
Branding
Introduce MyCar under JV can enjoy brand equity of
TAC and helps in image building
FlexibleThe period of collaboration can be adjusted according to the market environment
Combine strengths
TAC: local knowledge, automaker, network
MyCar: technology, innovation, insights
Low cost
Import tax in vehicle parts (16%) is much lower
than import an assembled vehicle (35%)
Solving challenges of JV
Aims not met
- Revise operation mode- Risk management- Contingency approach- Dissolution
Loss of control
- Equal share of
equity- Be the role of parts
supplier-Maintain your
competitive
advantage
Lack of past experience
- Select company with JV
history
- Not to invest big lump-sum
at beginning
- Seek consultant as a
mediator
Different management style
- Focus on meeting goal- Build cohesion and
consistency in team
working- Establish dialogue and
collect feedback- Make necessary
adaptationRisks &
Challenges
Key: Proactive
ProductDual adaption strategy
Rio de Janeiro : large city with many roads and highways
High temperature in tropical region
Basic features of Mycar
Upgraded air conditioner
Maximum speed : 140 km/h
Seven colorsSmall size
Product Modified and upgraded technology
Portable power system
A spare battery + Home battery charger Home charging fully recharged in 5 hours after-sales services
Solar Battery Charging System
stable sunshine hours a panel on car roof Convert solar energy to high voltage
Rio de Janeiro
Patent Right
Labeling
• Brand• Rate of VRT payable• Annual motor tax payable• Model• Dimension, • Output,• Charging time,• Range per charge, etc.
Consumer goods
Green and blue color
Five-year warranty
Product
Price
Prices competitive1
USP : low price2
BRL$42378 (HK$150,000) 3
Assist expansion 4
Flexible Cost-plus pricing strategy
Price
Emphasize the high quality and unique functionality
Europe Certification (NCAP)Innovative features of MycarB2B consumers
Primary goal : SAFETY
PROFITABILITY
PriceB2B consumersB2B consumers
Golf clubs, government, airports, theme parks, country parks
Bulk order discount : 10% Off
Value for moneyMycar
PlaceDirect selling alternative (door-to-door selling for B2B) High interactive with handle inquiry from customer Keep control of
Distribution strategy Costs (Avoid middlemen markups)
Market Expansion strategyChannel alternative (Joint Venture) Difficult-to-enter market High culturally distant
Distribution channel
Customer service center (B2B and B2C) Locate in Rio de Janeiro Order, trial, purchase and after sell service
Manufacturer (TAC auto)
• Sale force (TAC auto and EU automotive ) /
• customer service center
User: Business partners/
Customers
Promotion
Targeting Business-to-business market marketing tools: 1. Personal selling2. Sale promotion3. Sponsorship
Combination with B2B and B2C4. Social media (Facebook) 5. Tradition advertising
Objective: Short-term goal Build up My-car’s awareness in B2C & B2B and
make sales Long-term goal Establish and maintain the B2B relationship
Endorser
Neymar:-Famous Brazilian
football player-playing for FC Barcelona now
Integrated with Dual adaption strategy
Neymar high recognition and
positive image in Brazil:
-Better to catch attention
-Benefit our new entry business in Brazil
Business-to-business
Personal selling
Face-to-face communication
• Direct inform and persuade tool
• Tailored message and response immediately
Sale force nationality – Expatriates
• loyal and knowledgeable staff
• Demonstrate the benefit of My-car
Business-to-businessSale promotion (Trade promotion)
Join automobile trade show
EG: The 28th São Paulo International Automobile Show
2014
Introduce My-Car
Reach potential customers
Special offer
Adds tangible value to high volume paid
customer
Non-price promotion
Eg: Attain 10 units of My-car-> Free addition 2-years
warranty package
Business-to-businessEvent sponsorship
• High media exposureWorldwide
sport event
• Higher opportunity to expose Mycar
• Create awareness
Provide Mycar to the
outdoor venues
Combination of B-2-B and B-2-CSocial media Create a Facebook official page
High reach • Targeting both potential business and
individual customers
Large information • Regular update information
• eg: specifications of and the review
• If individual customers are interested MyCar• To provide contact information of the customer service center
Combination of B-2-B and B-2-CTraditional advertising
Billboards and car magazine ad (brand building)
Maintain the exposure in media
Neymar appear in all version
-THE END-THANKYOU!