marketing project car wrap

7/28/2019 Marketing Project Car Wrap

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COMSATS Institute of Information Technology, Islamabad

Project Name: Product Rejuvenation

Submitted to: Aziza Munir

Submitted by: Abdul Hameed Mirza (FA12-MBA-065)

Junaid Hayat (FA12-MBA-056)Sahar Parvez (FA12-MBA-035)

Sana Latif (FA12-MBA-041)

Product Name: Car wrap

Product Logo:



ACKNOWLEDGEMENTS

“In the name of ALLAH, the Most Beneficent, the Most Merciful”

We are grateful to ALLAH for His guidance and his help in completing this project. It gives us

great pleasure and satisfaction for the successful completion of this project. Every successful

piece of work has many invisible helping hands with their invaluable support and inspiration. For

the completion of our project report many person directly or indirectly assisted us.

We would like to express my sincere thanks and deep gratitude to our esteemed guide Miss

Aziza Munir, for her kind initiative guidance and valuable suggestion without which the

completion of this would not have been possible.

We hope this report will be special interest to the Marketing students, who are on look for such

real life situation beyond their classroom studies.



Dedicated to

“Our loving parents and family, their care and affection has always

been wi th us and to our fr iends who have been a source of comfor t for

us.”



Executive Summary

As our final project of Marketing we have chosen car wrap as our final project. This project is

intended to educate every one that how car wrap could be an effective tool to advertise and

promote product which would be less expensive as compared to Bill boards or T.Vadvertisements.

This project has covered different marketing techniques which should be implemented on a

certain product in terms of PEST Analysis, SWOT Analysis and also the Break Even Analysis tocompletely ensure that where this product will stand in the market and how it expected to grow

when it will be launched in the market.

We have also covered that how this product will be rejuvenated and its implication in the market by mentioning the figures and the features of the product such as it doesn’t have side effects on

the body of the car. It has easy on and off capability, The American Trucking Association (ATA)

Survey etc.

We have tried our best to research everything and we have tried our level best to coat figures

which are from a reliable source and few things are based on our findings after the research butwe have coated some figures and we have given the references and we have tried to cover all the

aspects of the marketing



Contents

Chapter 1 ....................................................................................................................................................... 7

Introduction .................................................................................................................................................. 7

Car Wrap at a Glance: ............................................................................................................................... 7

Objective of this report: ............................................................................................................................ 7

Logo of the Product: ................................................................................................................................. 7

Chapter 2 ....................................................................................................................................................... 8

Product Category its Target Marketing and Market Segmentation and Positioning ................................... 8

Product Category: ..................................................................................................................................... 8

Market Segmentation: .............................................................................................................................. 8

Target Market: .......................................................................................................................................... 9

Product Positioning: ................................................................................................................................ 10

Chapter 3 ..................................................................................................................................................... 11

SWOT Analysis............................................................................................................................................. 11

Strengths: ................................................................................................................................................ 11

Weaknesses: ........................................................................................................................................... 12

Opportunities: ......................................................................................................................................... 12

Threats: ................................................................................................................................................... 12

Chapter 4 ..................................................................................................................................................... 13

Using the Tactical Marketing Tools ............................................................................................................. 13

Product: ................................................................................................................................................... 13

Price: ....................................................................................................................................................... 13

Unit Cost: ................................................................................................................................................ 14

Mark Up Price: ........................................................................................................................................ 14

Break Even Analysis: ............................................................................................................................... 14

Place: ....................................................................................................................................................... 15

Promotion: .............................................................................................................................................. 16

Chapter 5 ..................................................................................................................................................... 17

PEST Analysis ............................................................................................................................................... 17

Political: ................................................................................................................................................... 17

Economical: ............................................................................................................................................. 17

Social: ...................................................................................................................................................... 18



Technological: ......................................................................................................................................... 18

Chapter 6 ..................................................................................................................................................... 19

Conclusion ................................................................................................................................................... 19

Chapter 7:.................................................................................................................................................... 20

Bibliography ................................................................................................................................................ 20



Chapter 1

IntroductionCar Wrap at a Glance:Car wraps have emerged as an affordable and effective alternative to traditional advertising.

Instead of paying money for a 30-second television commercial or a one-month highway

billboard advertisement, you will have a solution that lasts for years with a minimum cost.

Vehicle advertising will give you the opportunity to turn your car, van, or truck into a moving

billboard for your business. With an eye-catching design and detailed messaging, a vehicle wrap

gives brand exposure to thousands of potential customers, whether you’re driving on the

highway or parking in areas with heavy foot traffic.

In the old days, if you wanted your car to be a different color your only option was to repaint

your car. This usually took weeks and sometimes months at a regular body shop, and it would

ruin the resale value of your vehicle. Luckily there is a new way to change the color of your car

without having to deal with any of those drawbacks. Using large sheets of 3-4 mills thick vinyl,

we can wrap your entire vehicle in one of the many different colors we offer.

Wrapping a car is the practice of completely or partially covering a vehicle with vinyl. Recently

car wraps have been used by the automotive enthusiast to change the color, shape, surface and

finish of their vehicles.

Objective of this report:

The main purpose of the report is to find what strategies we will use to market our product, Car

Wrap, in Pakistan; the positive and negative aspects of those strategies. The report discusses the

process of using market segmentation, target marketing, SWOT analysis, the product, pricing,

promotional and distribution strategies, PEST analysis and a competitive analysis.

Logo of the Product:



Chapter 2

Product Category its Target Marketing and Market Segmentation

and Positioning

This chapter describes the category of the selected product. The chapter is divided into four

sections. Section 1 states under which category our product falls. Section 2 describes how we

will differentiate the population and categorizes them into different segments. Section 3 analyzes

which segment we will target and why we target that particular segment. Finally section 4

describes the process through which we will use positioning method to capture a place in the

buyers mind

Product Category:

Car Wrap falls under the category of automobile product as a design for attractiveness.

Market Segmentation:

As our product is new in Pakistan, we will go for traditional mass marketing. We will come with

one offer for those who have Cars.

We will do segmentation according to geographical areas. For this purpose the population is

segmented into two parts which are urban, sub urban area consumers

.

Urban Rich

Urban and Sub Urban

Upper Middle andMiddle Class



We further differentiate the geographical segments according to Socio Economic Cluster (SEC)

i.e. Occupation and Income. The Table overleaf shows the Socio Economic Clusters we will use.

Socio Economic Clusters

Income

A B C D E

High Income Upper

Middle

Level

Income

Midlevel

Income

Lower

Middle

Income

Low

Income

Occupation

Professional

and Technical

Managers

and

Officials

Supervisors

and clerical

Homemakers

and farmers

Retired

The Social Economic Cluster divides the population in five segments which starts from A to E,

where A categorizes the highly Occupation and high income earners holders, and consecutively

in downward order E categorizes the opposite.

Target Market:

We know that the urban and sub urban middle class people are the second largest part of

Pakistan population. A research reveals that urban rich people are more conscious about brands

and they use to buy expensive and imported products. However urban and sub urban upper

middle and middle class people tend to buy the products which have quality and are affordable.

Car Wrap is not a highly expensive but an affordable product. That is why we will target urban

and sub urban upper middle and middle class people who are the second highest population of

segment of the country. By segmenting of customer according to SEC our target category will be

A, B and C, because they are financially good and they can afford to pay money for Car wrap.



Product Positioning:

Car Wrap will obtain a good position in the buyers’ mind because we will provide better quality

Vinyl sheets and we will present the product in a different way than the competitors do. We will

offer quality product in the market at an affordable price, which ultimately helps to position the

product in the buyer s’ mind as the best quality Car Wrapping.

The American Trucking Association (ATA) reported 91% of people surveyed do notice vehicle

graphics.

The Traffic Audit Bureau for Media Measurement demonstrated that a vehicle can generate

between 30 – 70 impressions daily.

So if we apply these surveys in Pakistan they will not be exactly match due to less consumption

of cars in Pakistan but will give an idea to position our product, Car Wrap in Pakistan.As our product has Competitors like Stickers and paint. In case of stickers we cannot give our

buyers better prices but in case of Paint we can, because we will provide our customers with

better quality by giving them options to choose Vinyl sheet according to their need as we have

many types like 3d vinyl, Matte black vinyl etc and we are providing them in different colors as

well. Following is a Positioning map which shows the comparison of Car Wrap with its

competitors.

Positioning Map

HIGH

PRICE

LOW

LOW QUALITY HIGH

Paint

Stickers Car Wra



Chapter 3

SWOT Analysis

The objective of the SWOT is to find and identify the Internal and External factors which are

favorable and unfavorable to achieve objectives and to make market and corporate strategies.

The objective of SWOT is to improve Weaknesses, combat Threats and capitalize on Strengths

and Opportunities. It provides ideas for establishing objectives and actions. SWOT stands for

Strengths, Weaknesses, Opportunities and Threats.

Internal External

Sss

Internal External

Strengths:Strengths are the internal positives which gives a competitive advantage over others. The

strength of our product is as follows

Providing better Quality

Complete wrap with mirrors is new in the market

Marketing is easy

Last up to 5 to 7 years

Waterproof

Strength Opportunities

Weaknesses Threats

STRENGTHS

Internal

WEAKNESSES

Internal

OPPORTUNITIES

External

THREATS

External



No harm to original paint

Heat resistant

Easy On, Easy Off

Weaknesses:Weaknesses are the internal negatives or the disadvantages which may interfere to achieve the

objectives. The weaknesses of our product are:-

Vinyl may wrinkle on curved windows

No market share

Lack of driver visibility (in case of mirrors)

No loyalty because its new in market

Opportunities:Opportunities are the external positives which we can use to improve or growth in the market.

Some opportunities for us are:-

Leader in technology

Lowering of prices

High consumer income

More New Organizations more Marketing

Great profits due to attractive market

Threats:Threats are the external negatives which make trading conditions more challenging. Following

are the threats for our product:-

Competitor with new advancement

Competitors can duplicate

Govt. policies for safety concerns

Change in taxation rules for importing goods



Chapter 4

Using the Tactical Marketing ToolsThis chapter describes the way we will use the tactical marketing tools for marketing Car Wrap

in Pakistan. The chapter comprises of four sections. Section 1 discusses the product attributes of

Car Wrap. Section 2 visualizes the price of Vinyl sheets according to different Size and Quality

and the Break Even Analysis. Section 3 will conceptualize the distribution channel of Car Wrap.

Finally section 4 discusses the promotional activities that we will undertake for Car Wrap.

Product:As Car Wrap is internationally renowned thing, there are Vinyl sheets available in market but for

better quality we can import the Vinyl sheets from other countries like USA and China which are

providing better quality with cheap rates.

We will offer Car Wrap in Pakistan in different themes which are: Special Effect Vinyl, Carbon

Fiber Finished Vinyl, Brushed Effect Vinyl, Matt Finished Vinyl, and Gloss Finished Vinyl.

Taking into account the customers need we will provide Vinyl sheets in 36 different colors.

Price:To set the price of the product is one of the difficult tasks to do because it should be according to

the customer need and we have to keep in mind our profit as well and we have to look what our

competitors will do in response.

The pricing strategy we will use for our product is Market Skimming because our product is new

in market and it is at introductory stage and for pricing we can use Promotional pricing as well.

We will give different special – event pricing like on Valentine’s Day or Independence Day we

will provide special theme Vinyl sheets and wrap cars according to the event.

Variable Cost Total Fixed cost

Vinyl Sheets = 5000 Garage Rent = 90000

Labor cost = 1000 Dryers = 4000

Cutters = 3000

Magnets = 3000

Total = 6000 Total = 100000



The above table shows the Variable and Fix cast which will be incurred for the installation of car

wrap. At the end of the table we can see the total of Variable and Fix cost which are 6000 and

100000 respectively. To calculate more accurate results and to get the idea about Breakeven

point now we will find Unit cost and Mark up cost.

Unit Cost:Variable Cost + Fix Cost ÷ Unit Sale

6000 + 100000 ÷ 200

6000 + 500

= 6500

Mark Up Price:Unit Cost ÷ (1- Desired return on Sales)

6500 ÷ (1- 0.50)

6500 ÷ 0.5

= 13000.

In above calculations in order to find Unit Cost we took 200 as the Number of cars which we

will wrap in one month and after the calculations we conclude that our per unit Price is 6500.

For calculating the markup price on which we have to sell the product including our profit we

will take 50% profit on per unit cost, so after the calculations we can see that we will wrap one

car at RS. 13000.

Break Even Analysis:The Break Even is the point of zero loss or profit. It helps us to find that how many years will be

taken in the specific period of time at which a company shows neither profit nor loss and after

how many years we will be able to get a return which includes profit.

To get that point we will find out the Break Even in Units from the following formula:-

Break Even in Units = Total Fix Cost

Selling Price - Variable Cost per Unit



= 100000

13000 – 6000

= 100000

7000

= 14 units

From the above calculations we can conclude that after 14 car wraps for a specific period of time

we will neither get profit nor loss

Place:As our product is new in Pakistan we will use direct distribution strategy to contact with the

customers directly and we have to place our product on the locations on which it is convenient

for the customers to find and purchase our product. Mostly customers will go for the product

which is easily available, as we are targeting people who have cars and we also segmented our

population according to urban and sub urban areas, we divide the availability of our product in 3

divisions which are as follows:-

Central

North

South

Division Location

Central Lahore, Multan, Faisalabad, Gujranwala

North Islamabad, Rawalpindi, Peshawar

South Karachi, Hyderabad



The table shows that how we make divisions of population into regions and the main cities which

fall under these divisions.

Promotion:As our product has some special offers we can do its promotion by using different mediums to

create awareness and need of our product in the minds of customers by creating their interest and

motivate them to use Car Wrap.

Promotion tools which we use for our product are:-

Advertising

Sales Promotion

Buzz Marketing

In advertising we will use different channels like

Cars

Internet

Media

Broachers

In sales promotion we will offer

Discounts

Coupons

Membership (for first 10 customers)

In Buzz Marketing we can promote by

Group of people will drive car with wraps for 1 month

Internet



Inflation rate (prices will b higher, low number of buyers)

Public spending (less income, less spending)

Exchange rate (affect the supply and price of Imported goods)

Social:The third element is Social forces which have an impact on the lifestyle and behavior of the

people. As our product has offers which is beneficial for the consumers the following social

factors will affect our product:-

Trendy (affect consumer attitude)

Consumer interests (for fashion or marketing)

Consumer opinions (after using first time)

Consumer income

Technological:The fourth element is Technological advances which change the pattern in which a business

operate. The technological factors which can affect our product are:-

Impact of internet

Advancements which have impact on mix



Chapter 6

Conclusion

In this report we had tried to explain that how to have different looks of your vehicle through Car

Wrapping. We had explain this process in dept. we made an exclusive research on this report,

and tried to explain this phenomenon to an extent that everyone at least have an equal

opportunity to know about it.

As we had reported above that 90% population says that they remember the products through its

advertisement. So our product can be the cause of advertisement for different company. Through

car wrapping different organization can have their advertisement on car. So we can say that our

product can be a moving Advertisement opportunity for organizations. And we also would like

to mention that car wrapping can be beneficial for those peoples, whose cars are selected for

advertisement. The organization will pay for the advertisement and the person’s car will have a

unique look.

We hope that this project report can help you in understand the benefits of car wrapping.



Chapter 7:

Bibliography

Websites:

www.learnmarketing.net

www.wikipedia.org

http://www.ebay.co.uk

http://www.julong-ads.com

Books:

Marketing Theory & Practice, Philip Kotler,14th edition

http://www.learnmarketing.net/

http://www.wikipedia.org/

http://www.ebay.co.uk/

http://www.julong-ads.com/

http://www.julong-ads.com/

http://www.ebay.co.uk/

http://www.wikipedia.org/

http://www.learnmarketing.net/

marketing project car wrap

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