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PROTON BRANDZ: Five Sequential Step NAZREEN BIN MUHAMAD (133011859)

Proton Brandz

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all about proton brandz marketing plan

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PROTON BRANDZ: Five sequential step

PROTON BRANDZ:Five Sequential StepNAZREEN BIN MUHAMAD (133011859)

BRANDZPresenceActive familiarity based on past trial, saliency, or knowledge of brand promiseRelevanceRelevance to consumers needs, in the right price or in the consideration setPerformanceBelief that it delivers acceptable product performance and is on the consumers short listAdvantageBelief that the brand has an emotional or rational advantage over other brands in the categoryBonding Rational and emotional attachments to the brand to the exclusion of most other brands

PresenceThe concept of a National Car was first conceived in 1979 byTun Dr. Mahathir bin Mohamad, the formerPrime Minister of Malaysiawith the goal of enhancingMalaysian industryFounded in 1983 by Malaysias 4th Prime Minister Tun Dr Mahathir Mohamad The company was initially wholly owned by the government of Malaysia through Khazanah NasionalThe first car that hit the country in 1983 was Proton Saga, the first national car was ever created in Malaysia collaborate with Mitsubishi Motors at that time

RelevanceHistory of Proton has showed that the company grew at the stable sales in the year of 90s but plunged in 1998 due to the 1997 Asian Financial crisisThe mid-2000s witnessed a sharp decline in Proton's revenues and salesProton Waja does not meet the consumer need and requirements in that timeIn 2006, Proton's market share was 32%, down from 40% in 2005. Proton lost its majority domestic market share for the first time in 20 years to Perodua, the second Malaysian automobile manufacturer

(Point ke3)*Higher price offered by Proton on that variance making people feel too pricy and the quality of that car reported to be the lowest quality in term of their engine and other lack of interior functions like power windows technical fault and so on

(Point ke4)*Proton's newer indigenously designed models (i.e. the Proton Waja, Gen-2 and Savvy) which were poorly designed and manufactured compared to the former Mitsubishi-based Protons and stronger competitors4Performance

Sales of Proton cars grew at a stable rate in the latter half of the 2000s and in the early 2010sProton also matched Perodua's market share in the first quarter of 2011However, despite the improvements made between 2007 and 2012 in addition to improved overall sales, Proton's Malaysian market share continued to decrease. In 2011, the company had a 26.4% (158,657 units) share which plummeted further to 22.5% (141,121 units) in 2012By the end of 2013, Proton had managed to raise its market share to 21.2% with a total of 138,753 units soldIn July 2013, Proton sold around 16,600 cars, which accounted for 25% in market share during that specific month, the company's highest ever in 2013

(point ke4)*Factors which contributed to the rise of Proton were well-designed cars which catered to the needs of the domestic market (i.e. the Proton Persona, second generation Saga and Exora) in addition to better management of the company under the then managing director, Syed Zainal Abidin.5Advantage

Proton's export plans could help to offset its declining domestic influence and improve its global performanceThe company is evaluating a plan to build a production plant in Egypt, which would act as a gateway to Africa and West Asia and boost the carmaker's exportsthe most saleable are the Proton Saga and Proton Persona, given the quality and price of the new Proton Exora, Proton is confident it would be well received and increase Proton's average car sales of the year by at least 30% by the end of the year 2010. Elsewhere in Asia, Proton has also appointed a Thai distributor. Phranakorn Auto Sales will initially sell Proton models in 20 dealerships, with the network due to double within four years.

(Point ke2) *. Proton already sells its Gen. 2 and Savvy models in African markets, such as Egypt and South Africa, confirming that a market for the company's models already exists.

Phranakorn Auto Sales Co Ltd previously held the distributorship for Daihatsu, Opel, Hyundai and Holden, and is currently distributing Honda, Isuzu and Chevrolet cars as a mega dealer.6Bonding

Major change has been seen when Malaysian started to purchase the new Saga, 16,600 cars have been sold, putting them in number 2 than Perodua Myvi that were sold in 19,200 unit leaving the difference of 2,600 carsProton produce Saga Super Value that give their consumers lower price but keep the performance of the car intact with the original Saga before hoping that it will keep the sale upThe new technology make Proton dare to go far as they have develop their own engine and gearboxCamPro and the CVT gear transmission have been installed in their cars. Proton Satria Neo is the one of their best quality car since 2006In 2013, Proton Preve has been launched with the CamPro engine and CVT transmission, follow the new Proton Suprima that was installed the only first Turbo engine in history of Proton in mid-2014. The latest one is Proton Iriz, the new hatchback unit that Proton want to compete with their arch enemy Perodua Myvi

(Point last)*New technology has bring Proton to develop better, and different car. They are ready to try something new to improve their product quality.7

THANK YOU

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