10 Step Marketing Plan for Isuzu Philippines Corp

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10 STEP Marketing Plan for Isuzu Corporation Philippines

Noel PaningbatanJuly 6, 2012

“The Possibilities are Endless”


This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.

When appropriate, data are “masked” so as not to create unexpected conflicts.

The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.

Disclaimer


1. Who buys a D-Max?2. NWD of Isuzu Customers3. Competing for a piece of the pie4. Positioning (Gap)5. How big is the market (3Cs)

Marketing Plan Outline


6. What’s in the D-Max7. Price Comparison8. Communication Strategies 9. Where can I buy a D-Max? 10. Differentiation Strategy



Who buys a D-max?

Demographics (35 – 44 yrs old, male, Class B to A, married)

Working professionals or self-employed individuals like lawyers and doctors

Customers look for durability, fuel efficiency, reliability and a high resale value


What so Isuzu customers need?

Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

Customers want to be recognized in the higher social classes

Safety inside the vehicle is the customers top priority


Isuzu customers need to be recognized for theirachievements and social status. They also need to feelsafe inside the vehicle that they have purchased

Customers prefer Isuzu because of the company’s reputation for Diesel powered vehicles and flexibility of being able to use the D-Max for business Or personal use.

Customers demand excellent after sales service, vehicle durability, great fuel efficiency and high resale value

What are the NWD of Isuzu customers?


Who are competing for a piece of the pie?

Direct Competitors Nissan Navara Toyota Hi-Lux Mitsubishi Strada

Indirect Competitors Second hand imports from Subic, Cebu and

Port Irene in Cagayan Customer considerations when choosing a brand

Vehicle look Maintenance cost Fuel Efficiency Reliability Safety


Isuzu is a monopoly in the 3.0L 4x2 segment

Transmission/engine drive

2.5L 4x2 2.5L 4x4 3.0L 4x2 3.0L 4x4

AT

MTIsuzu

Isuzu

Isuzu

IsuzuIsuzu

Toyota

Toyota

Toyota

Mitsubishi

Mitsubishi Mitsubishi

Mitsubishi

Nissan

Nissan

Nissan

Nissan


Isuzu has to come out with a new look for the D-Max to increase market share

Functional Benefit Isuzu D-MAX Mitsubishi Strada Nissan Navara Toyota Hi-Lux

Durability

Reliability

Comfort

Safety

Connectivity

New Look

Prestige

Flexibility

Resale Value

Fuel Efficiency


Positioning of Isuzu is somewhat similar to competitors

The D-max can greatly improve it’s market share if a new modelwould be introduced. The current model has been around since 2007 and is old compared to competitors.

Isuzu and the other competitors market their pick-up variants almost the same way. They emphasize look, resale value, durability and fuel efficiency. Most of the pick variants consume 11-12 km/liter.

Isuzu is currently pushing it’s D-max as the tried and tested brand of choice due to experience with the previous generations. Isuzu is also stressing the flexibility of the D-Max either in Business or Personal use.


Market size according to competitors is 14B

D-MAX – 16% = 3BStrada – 27% = 5B Hi-Lux – 22% = 4.3B Navara – 13% = 2.52B Market size = 14.82B


http://business.inquirer.net/43543/isuzu-keeps-firm-grip-on-truck-market

http://tsikot.com/mitsubishi-philippines-eyes-12-growth-to-launch-mirage-this-2012/

References


Based on Isuzu Data where the D-max share is at 25%

Isuzu Philippines Corp. claims to have25% market share of the Pick-upsegment at the end of 2011.

Average Isuzu D-Max price: 1.1MTotal Isuzu Unit Sales 2011: 25161.1M x 2516 = 2.76BTotal Market size = 2.76B/0.25 = 11.07B


Market size is 37B according to customer data

Sample size: Monte Vista Subdivision 300 houses

61 pick-ups in the subdivision 300/61 = 20% of families who own a pick-up

Total Number of Families: 18.5MTarget Social Class AB: 1%Total Target Market size: 185,000Pick-up market: 185,000 x 20% = 37,000Average Pick-up price: 1MTotal Market Size: 37B


Market Size is estimated to be at 17B

1. Competitor data= 14.82B

2. Company data = 11.07B

3. Customer Usage data = 37B


How does it look compared to competitors?


What’s inside the D-Max?

The 2012 Isuzu D-Max has been awarded with the “Best On-boardEntertainment” by the 2011 Auto Focus People’s Choice Awards.

The latest D-Max variant has a powerful 3.0-liter 4JJ1-TC iTEQ common-rail diesel engine; durable ladder-type chassis; comfortable Flex-Ride suspension system; 2-DIN audio-video head unit with navigation-ready system; projector-type headlamps that provide 14% more illumination than their ordinary counterparts; side-impact steel beams; dual front airbags; ABS with electronic brake-force distribution; reverse camera and sensor; two-tone (4×2 LS) and Elegant Black (4×4 LS) seat materials; and a high-center console box.

From: www.isuzuphil.com


Isuzu Price Hi-Lux Price% versus Hi-

Lux Strada Price% versus Strada

2.5L 4x2 LT MT SE 860,000

2.5J 4x2 MT 838,000 3%

2.5 GL 4x2 MT 870,000 -1.15%

3.0L 4x4 LS AT SE 1,438,000

3.0G 4x4 AT 1,433,000 0%

2.5 GLS Sport V 4x4

AT 1,315,000 9%

Price comparison with competitors

Base and Top of the line models only


Isuzu aggressively uses sales promotions with word of mouth programs


Advertising and Sales Promotions (All-in Schemes)


Isuzu D-Max Road Trip


Loyalty and Referral Programs


Competitor Advertising and Sales Promotions


Where can I buy?

Where can you purchase the IsuzuD-max? 35 dealerships country wide branches and

satellite outlets


Isuzu differentiates itself by being a monopoly in a particular variant

Low Cost Producer Supply and Distribution Leverage Differentiation Niche


SUMMARY


1. Who buys a D-Max?2. NWD of Isuzu Customers3. Competing for a piece of the pie4. Positioning (Gap)5. How big is the market (3Cs)



6. What’s in the D-Max7. Price Comparison8. Communication Strategies 9. Where can I buy a D-Max? 10. Differentiation Strategy



10 STEP Marketing Plan for Isuzu Corporation Philippines

Noel PaningbatanJuly 6, 2012

“The Possibilities are Endless”