ACKNOWLEDGEMENT

All praises belong to almighty Allah who is the supreme authority knows the
ultimate relations underlying all sorts of phenomenon going on in this universe and
whose blessings and exaltation flourished our thoughts, our ambitions and our
modest efforts in launching the ELECTRONIC BIKES (E-BIKES) in Pakistan. We
also offer our humblest thanks to HOLY PROPHET HAZRAT MUHAMMAD
(PBUH) who is the forever torch of guidance and knowledge for humanity as a
whole.

We deem it our utmost pleasure to avail this opportunity to express gratitude and
deep sense of obligation to our respected Aly Raza Syed for his valuable and
dexterous guidance, scholarly criticism, untiring help, compassionate attitude, kind
behavior and moral support. Through the Project he helped us and guided us in
every aspect, as that was a very new experience for us.
BRIEF INTRODUCTION

The face of auto industry that was redefined with the invention of fuel-efficient four-
stroke engine technology is all set to see dawn of a new era in two-wheeler industry. It's
not petrol or diesel or any other fuel, but its electricity that will initiate a revolution in
two-wheeler industry in Pakistan.

We have introduced the new idea of Electric Bikes that are very popular means of
personal transport in the developed countries like America, Japan and China. With the
rising cost of fuel at International and national level, increasing levels of pollution and
clogging in transport system specially in town areas, higher running and preservation cost
of vehicle, the electrically charged bikes have very bright future in area of personal
transportation.

The name of our e-bike is Bit - Bike. We have introduced some models of e-bikes which
are not only noiseless and zero- emission vehicles but they cost you much lesser. The
electric vehicle (EV) technology comes with a complete power pack, which consists of
ultra motor, electronic controller, specialized battery and charger. The technology is
provided by Ultra motor that has been already tested. So it’s safe.
The “Impulse Inertia” technology used in it provides much higher torque to the bike.
Thus there is less worry on the part of the driver except controlling it. This electronic
vehicle is coupled with the advantage of windings and water proofing. But it will take
time to give it a real test when it will face the Pakistan environment.

As it comes with a one year warranty the chances are high to get an initial success on the
Pakistan roads, moreover the cost is too low. Though it seems the idea is good but a
complete success has to be measured on Pakistani roads.
INNOVATION

Different Features:
n Charged on battery ( petrol free )
n Cheaper As Compared to Other Bikes
n Noise Free
n Automated Functions
n Comfortable Ride
We have launched our electronic bike in four attractive colors.
n RED
n BLACK
n PINK
n BROWN

Now we will explain the reasons for these selecting these colors:

Red color is the standard color used in bikes on road e.g. Honda, Yamaha, and Kawasaki
etc. It also looks very neat and eye catching also and most of the boys who are very
formal, studying in colleges and universities like red color. The boys who are very
fashion oriented and stylish and like to be casual are often seen enjoying ride with their
friends like Black color. The Pink color is launched especially for girls because most of
the girls like pink color and this color also reflect feminist. The Brown color is liked by
the boys who have age less than 18 years.
This would help the customers to choose their e-bike according to their personality and
liking.
DIFFERENTIATION

As in the auto market of Pakistan, there has no such bike been introduced that works
through electricity that is what makes our product different from other bikes. BIT-BIKE
has all those features that are completely different from other bikes that run on petrol, gas
and diesel.
The other points of difference BIT-BIKE has are:
n Our product is much cheaper from other bikes.
n Is charged from battery.
n It starts automatically by simply pressing the start button.
n Maintenance expenses are easily affordable.
n It has tubeless tires.
n It has digital meter.

NEED GAP ANALYSIS

GAP Analysis is all about what customer needs and what the company is providing them.
So for this reason we conducted research in the market to find that what customers are
thinking about the bikes. Largely, people were not satisfied with the bikes because of
maintenance expenses, the bikes were too expensive, all low quality parts available i.e.
no genuine parts. So in order to meet customer requirements regarding two wheelers, we
are launching e-bike that will complete the gap that restricts the product to meet the
requirements of customers.
How does our product/service fulfill this need?

Our product is rewarding customers by providing them with different features & colors in
bike. As customers wants different features and good quality. So our product is satisfying
the requirement of our customer wants for satisfying them. Secondly regarding our
services, we are providing appropriate showrooms with at ease environment according to
the requirements of Customer. And we are trying to give healthy environment in which
every customer will be given necessary service that he requires. The customers can
contact us through our telephone numbers and the calls will be free of cost.
Hence our product will meet all the requirements and values of the customers.

Justification of Innovation Based on Need Gap Analysis:

Our basic point is to give consumer best quality, reliability, satisfaction and concerning
our product. Customers want to buy quality and affordable ride. So to meet the standards
of customers, we are bringing innovative thought of bike with different features. So based
on our analysis we are providing different product in the market for creating difference
from other bike sellers, As the people are familiar with one kind of bike only that runs on
petrol, gas and diesel and far more expensive than our product.
So we are pretty much sure that our innovation will be worth and people will purchase it
like hotcakes. The gap which was created in a market segment containing those people
who have money to buy bikes but do not purchase because of its high maintaining
expenses and the increasing prices of petrol, gas and diesel. Those people will also afford
to buy our bike.
Current marketing situation expected market size and potential:

Currently in market there is no showroom for electronic bikes in Pakistan. There are
electronic bike providers in countries like Japan, China, India and other European
countries. But in Pakistan there is no concept of electronic bikes.
We are expecting a good response from people because we are providing comfortable
ride, quality excellence, and unique features in a bike. We have potential to provide
people with all these things that would help the customer convenience and our business
run successful and profitable.

DEEP-LIST ANALYSIS
The word deep list analysis stands:

DEMOGRAPHIC ENVIRONMENT
ECONOMIC ENVIRONMENT
ECOLOGICAL ENVIRONMENT
POLITICAL ENVIRONMENT

LEGAL ENVIRONMENT
INFORMATIONAL ENVIRONMENT
SOCIAL ENVIRONMENT
TECNOLOGICAL ENVIRONMENT

These are factors which are very important in launching a new product. These factors will
be further discussed relating to our product.
 1. Demographic Environment:
The factors included in demographic environment and are used in our product are:
• Youth and Old People
• Educational groups
• Job Groups and small businessmen

Youth and Old People

The population in Pakistan that purchases most bikes are middle class level. Our
product targeted area in middle class are the youth and accordingly to the latest
research of world Pakistan has been ranked one of the top in most young labour
power i.e. consisting of young people. The youth are those people who are young,
energetic and very adventurous. Our product will be a complete package for them.
But we have also targeted old people to an extent. The features in our product also
fascinates their benefits i.e. the old people are very sensitive and not physically
strong as compared to the young people. Our bike is providing them with
comfortable drive and soundless pollution. There is no need for the old people to
start the bike with physically hard effort i.e. striking it with their leg but need to
simply press the start button and enjoy a comfortable ride.

Educational Class or Groups

The customers who fall in the category are students of colleges and universities. The
students who belong to middle class level are our main target customers. They do not to
go on vans or busses anymore because they will have their favorite ride in their hands.
The price is very economical and the performance will also speak for itself.
When speaking about universities a majority that cannot be neglected are girls. The
special thing about a bike is that it fascinates the girl party. After having interviews of
girls who are studying in colleges and universities were very excited and showed their
favorable response that a large numbers of girls will buy it.
Job Class and Small Businessman

Our target market was youths but the people are working in small companies and can buy
bike but cannot afford its maintenance expense are also target to some extent. Our bike
will be a good ride for them and it will also safe them a lot of money in case of other bike
was wasted. Small business will also be a part of our innovation customers.

2. Economical Environment:

In economic environment the major factors which are of concern are as follows:
• Distribution of Income
• Saving Credit Availability

Distribution of Income
In economic environment the major concern of importance is the economic condition of
the customers because it reflects the purchasing power of the customers and their moods
their choices, their personality and their status. There are three markets low, middle and
upper level. Our major targeting market is middle level because the share of upper and
lower level is comparatively low as compared to middle level. Middle level customers are
more concerned about the product by keeping in view its price.

Saving and Credit Availability

As where economic conditions of customers are concerned, we are well sure of this fact
that our targeting customers would have more savings because of less maintenance
expenses. And more power business does not deal on credit basis. This will help our
customers in making their economic background more strong and their availability of
credit will also expand.
3. Ecological Environment

Ecological Environment is mainly the external factors that may affect our business. That
is true because our business could be affected due the change in external variables which
are follows:

• Electricity
• Natural Calamities
• Waste Management
• Other Factors
We will explain these factors one by one as following:

Electricity

The first factor in ecological environment is electricity which is facing scarce problem
in Pakistan. Light is going for almost eight hours a day by this you can understand that it
goes for almost half of the day.
Our bike is charged by electricity and will be affected if the electricity goes again and
again. For dealing with these factors we have made an innovation in our product i.e. our
bike will be charged in 3 hours and will cover distance 70 k/ms. This is the difference
which our product is creating on the mind of customers.
 Natural Calamities

Weather has also affected on our product but only to an extent for weather are in
Pakistan but two main weathers are given below.
I. Summer
II. Winter

Our product is a nature of ever green and is not that much affected by any season
whether it is hot green summer or it is month of December. Our product is a necessity for
the customers. Although in month of hot Summer and cold Winter with dew the use of
bikes becomes less. The benefits that are provided by our product to the customers are far
more superior than those of other bikes. The customers will be more attracted by our
bikes.
Wastage Management
Another most important factor of ecological environment is the wastage
management. Before starting or initiating any business proper suitable plan should be
made to deal with the problem of wastage. We have decided to keep strict control on
wastage control management. I.e. when the raw material is purchased or imported the
material checker will check all the raw material and report in case of any defected
raw material so that it could be sent back as soon as possible .any wastage in the
process of making the product should be properly disposed off.

Other Factors
The other factors that can affect our business are Earthquakes and floods
Twister.
4. Political Environment:
It has political crisis since last year. Due to that crisis the economics conditions have been
down to its knees and have been badly affected by whole economic setup. The fore there
have been political instability among major ruling parties and due to this reason, the stock
markets are going downward and foreign investors have stopped investment in our
country, because of this our economy is being downward.
So because of this reason, small businesses in Pakistan are greatly affected by
government policies including taxes and subsidies. Government has reduced subsidies
and increased taxes. So every business is being affected by this decision. Thereby
political conditions should be stable to improve economic condition so that small
business can also run up their business in effective way. Political environment includes
rules and regulations including taxes and subsidies.

5. Legal Environment:
Pakistan is an Islamic country and due to being an Islamic country the rules and
regulations are also made by keeping in view our religion. Govt. has imposed ban on
some products that cannot be sold in Pakistan, e.g. beer and all other products made from
alcohols , meat of pig, etc. but the product that our company has launched is electronic
bike and there are no such rules against it.
We have been registered and authorized by ISO to manufacture and sell our product all
over Pakistan. We have abided by all the legal requirements regarding our substitute
competitors because initially we don’t have any direct competitors in Pakistan who are
manufacturing e-bike so we have this advantage but we have made plans to counter them
by keeping reasonable prices and increasing benefits as the time passes. Main aim of our
company is to provide the customers a product that is fully pure following the
considerations of our country.
 6. Informational Environment:
Informational environment includes how our company collects information
about:
• Customers
• Suppliers
• Government Regulation Policies
• Competitors

There are different variables about which company gets information. These
variables are very important because it helps company to be aware of the
customer needs and to plan their strategies accordingly.

Customers

Customers are most important for our company. Our company gets information about the
customers, so that it can design the product according to the customer’s wants& needs. If
our company knows the needs & wants of the customers then only our company can
satisfy them and that will also generate profit for the business.

Suppliers

Supplies are also an important factor and if the company does not have information about
their suppliers then this would create a negative impact on our production and for the
company. The company has to meet all acceptations of the customers i.e. The production
is dependent on the supply of raw material. If the company has enough information about
its suppliers then it could differentiate between the quality of the raw material provided
its different suppliers. The main goal of our company is to provide quality bike to our
customers. So if not having information about our suppliers can affect the quality of our
product.
Governmental Policy

Government regulations plays major role in any business. Government regulation taxes
and subsidies policies. These policies have greater impact on any business; we need to
get information about govt. regulations so that we can run the business according to govt.
rules and regulation. We need to get information about Government Rules and
regulations.
Competitors
Company should also have complete information about its competitors if it has to
compete with its competitors. True saying “who ever has more information has an
edge on his competitors” by the help of information about our competitors we can
differentiate our products from them and this can help to increase our profit. It can also
help us to improve our business strategies to grow our business.

7. Social Environment:
The factors that are included in the social environment of a product are:
• Level of Income
• Literate or Educational Background
• Living and Working Conditions
• Communities

Level of Income

We have targeted mainly middle level market but to some extent low and upper class
level have been targeted. These people have income level 20000 or plus. Though by
looking at them we have to fulfill the requirements regarding quality of our products. Our
society has comprised mostly middle class. So we targeted the middle class level of
society.

Educational Background

We have focused upon youngsters who are literate and well capable of understanding
what they are buying and that whether it is of that worth. They would that ability to
compare the quality of the products that have been sold to them. The people who are
illiterate don’t know what quality of a product is and cannot even differentiate the
product. So thereby we have targeted educated people.

Living and Working Conditions

The people living in Pakistan are Muslim and they all their values and their beliefs. They
have different style from people of Europe. They dislike alcoholic products. As our
company have targeted middle class of the society because of being in majority, so it just
to overlook their living standards and working conditions. We have opened number of
small show rooms and designed our product according to the living and working
condition of the people of the society.

Communities

It’s the basic point while studying environment. It’s more important to observe the
values. Norms and culture of the society has great impact on our products. These
communities have different lifestyles and have the different norms. It’s the communities
who tell the business that what is there requirement according to the new trend of the
society. Because in society everyone wants that there should be innovative and different
products that are launched. As community plays the major role towards the success and
failures of the business they are the ones who can recognize the products more accurately
and effectively.

8. Technological Environmental
As technology is increasing say by day. More and more innovative featured products are
being launched. Because there had always been a great demand by customers for
innovative products. We have purchase two machineries that will fix the body parts of the
bike just in 15 minutes i.e. we only have to place the relevant body parts inside the
machine and leave the rest on it. The machine is purchased from CHINA and it is
working well condition after producing 80 bikes in almost 2days.
Time taken to make 80 bikes
For 1 bike =15 minutes =15* 80
For 80 bikes =? = 1200 minutes
Converted into hours = 1200/60 = 20 hours
Machine is working 10 hours in a day
= 20/10 = 2 days

CORPORATE INTENT

Mission Statement

“Our mission is to provide better quality product at reasonable price targeting

middle level community and to an extent upper tower community”

Corporate Goals & Objectives

BIT-BIKE business is to manufacture a bike and market it in a ways that would create a
value which can be maintained for a long period of time for our customers. BIT-BIKE
gives more preference to its customers and wants to build long relationship with them.

Here are some of its most important goals:

• Provide best quality ride to its customers.
• To increase our product’s line so as to give more choices to our customers.
• Providing safe and comfortable ride to our customers.
• To expand our showrooms not only in Lahore but all over Pakistan.
Goals & Objectives of Sales:
• To increase our profit by 15% margin in the very first year of launching.
• To create 10% market share and working well to take it further.
• To increase our showroom as sale increases in potential areas.

Major Market Trends

In this modern time, trend is being changing day by day: if we talk about the major
market trends the people want innovation, require something new because of the
advanced in European countries.
The different are variables of market trends that have been discussed forward:

Technology Oriented

People living in Pakistan are very fond of technology and want to se it whenever given an
opportunity. Our product is new door of technology for bikes. Technology has been used
in every expect and now it has also been introduced in two wheelers.

Fashion
Now a day’s people are becoming fashion oriented. As fashion is changing day by day.
People attitude are also changing day by day. They like to use something new. Previously
the customers who were using petrol oriented bikes are sick of them and want to try
something different in bikes. The petrol oriented bikes are being used in Pakistan since
many decades. So by the launched of our product i.e. bit bike that is new and innovative
will become a fashion symbol and everybody will go for it.

Customer’s Liking and Disliking

The customers liking and disliking are mattered a lot for us. We actually want to know
what customer feel about our innovation or product. Till now there was no concept of
whole new type of innovation in bikes hat are being manufactured since many decades.
People were not given any choice and they had to buy those bikes as it was their need.

Key Success Factors

These are deep areas that we much focus so that to achieve our mission and vision. If
there is any weakness in your key success factors your other goals would also become
weak. So fix your key success factors before making other goals.
These factors are as follows:
n Quality
n Innovation and Different features
n Easy and comfortable ride

Quality
This is the factor that can lead our business to achieve its goals and objectives effectively.
By this you can understand its importance. This factor can improve your product. People
will be attracted to our product if we are providing them more quality.
Innovation or Different Features
This is that factor which gives your product an upper hand on other present bikes. The
more features will be provided to customers, the more they will pay for it.

Easy and comfortable ride

The third factor of our bike is its comfortable seats that are specially designed according
to the doctors’ direction and its spatiality is that it prevents back pain to customers even
after constant ride of 9 hours. Our customers’ health means a lot for us.

COMPETTIVE ANALYSIS
The competitive analysis is about our competitors i.e. who are our indirect competitors
and substitutes competitors.
n Indirect Competitors
1 Japan ( SHEEYON )
2 China ( YATAI )
3 India ( ULTRA HERO )

n Substitute Competitors
1 Honda
2 Yamaha
3 Metro
4 Shaheen

MARKET PLAN TO LAUNCH

In market segmentation the whole market is divided into different segments according to
the customer’s needs & wants. It basically includes those groups of customers who have
some needs and wants.
There are four main segments that are follows:
n Geographic Segmentation
n Demographic Segmentation
n Psychological Segmentation
n Behavioral Segmentation

Geographic Segmentation:
Its basically divide the market according to geographic area nation, state, region,
countries, cities. Our target area is the capital of Punjab that is Lahore. In Lahore we have
selected five major areas;
• Barkat Market
• Mac load Road
• Saman Abad Road
• UET G.T. Road
These are the main areas in which we are segmenting our showrooms. This is for our
short term planning but in future we are planning to expand our showrooms in major
cities of Pakistan including Islamabad, Karachi etc.

Demographic Segmentation:
Demographic segmentation deals with;
• Age
• Gender
• Income
• Education
• Occupational
• Social class

Age:

We have targeted the two major ages according to our products.

o Youngsters
o Elders
.
Age: above 15 years 20 years.
BIT-BIKE: Our product has targeted the customers who are young and who are
adventurous and innovative in nature.

Age: 18 years to 30 years.

The professional customers are also targeted so making it for their convenience.
Age: 30 years plus
Gender:
Both males and females are targeted.
Income:
As our target is middle class and to an extent the upper class so there salary range should
be at least
o Minimum 20000 and above

Occupation:
o Students
o Professional
Education:
At least they should be literate so that differentiate between quality and fake.
Social class:
We have targeted two main classes:
o Middle class

Psychographic Segmentation:
It is the science of using psychology and demographics to better understand
consumers. In this segmentation the buyers are divided into different groups on the
basis psychology/personality, traits, lifestyles or values.
The targeted groups include:
• Believers
• Strivers
• Makers
• Survivors

Behavioral Segmentation:
In behavior segmentation customers are divided according to there information about the
product, attitude and response towards the product. There are different segments in
behavioral segmentation which we have taken in consideration:
• Behavioral occasions
• Benefits
• Usage rate
• Loyal customers
• Readiness stage

Behavioral occasions:
The product is not only for specific but is used for several occasions. People used it for
routine and non-routine tasks.
Benefits:
The main benefits provided by our product are its quality, features, performance and
reliability.
Usage rate:
Usage rate for this product is high because as it will be launched with the time passes it
rate of usage will increase continuously.
Loyalty status:
We want to build long relationship with our customers. We emphasizes on providing
quality to our customers because we don’t them to shift, switch or split from our product.

Readiness stage:
Our customer is aware of the product but not know it will also be launched in Pakistan so
early. For making our we have made marketing plan to aware more and more customer
about our product
TARGET MARKET ANALYSIS
“BIT-BIKE aims to expand its market by promoting these different features in bit bike”.
Our survey has indicated that there are no other showrooms that are providing these kinds
of bikes. Our product is targeting fitness, healthy and tensionless life. We are using
specific technique.
Product Specialization:
Here we are using “Product Specialization” pattern of target market selection. In this
pattern, we are focusing on product specialization. There is no such product available in
the market. So this is our differentiation from others. We are selling these different
features of bikes to several market segments. We want to create strong reputation in this
specific product in the market. For that purpose we have to up-to-date with new
technology and strategy to improve our product. So that’s why we can provide our
customers with high standards of quality of our products and services.

Product Analysis (Marketing Mix)

Brand Name
The brand name of our product iss
“BIT BIKE”
 Logo

TM

Trade mark
Our logo is registered according to the company’s ordinance 1984 and Securities and
Exchange Commission of Pakistan. From SECP, our logo is registered trademark as you
can see on the top right of the logo above
.
FAB Analysis

Feature Attribute Benefits

Low Price Affordable More people are willing to
purchase our bit bikes
according to the situation in
Pakistan because the fuel
prices are touching the sky.

Driving Self Start self start by pushing the

button and the bike will
start
Weight Light our bit bikes is are light
weight. They can be moved
easily from any place to
 another.
Speedometer Digital the speed in digits as well as
the battery level gauge and
indication of gear in which
the bike currently is.

Product Rang
We have offering only one product Bit Bike. Which is totally electric chargeable. We
offer bit bike in different colors. Red, Black, Pink and Brown .We wants to awareness to
our customers. In future our product developed market in Lahore, Islamabad, Karachi and
other cities of Pakistan.

Placement Strategies:
Whole Selling
We do not have any whole seller because we have our own showrooms and our own
employees are running that.
Distribution (Direct vs. Indirect)
We have selected direct distribution strategy for our product. We are selling our product
directly to our customers .Customers can visit our showrooms and they can directly
purchase bit bike from us.
Retailing
Retailing means selling your goods and services directly to your customer. We are selling
our bit bike directly to our customer at our showroom. We have no concept of whole
selling. We sell directly to our customers. Because we are providing goods and services
at our showrooms we directly purchases raw material from our suppliers directly.
Channels of Distribution:
Channels of distribution mean what channels we are using to sell our product. We are
using selective channels of distribution.
Selective channel distribution means that we have limited showrooms in Lahore and
opened in selective areas. After targeting Lahore, we will introduce our product in other
cities of the country. Through selective channel of distribution:

PROMOTION STRATEGIES:
In the marketing mix, promotion represents the various aspects of marketing
communication, that is, the communication of information about the product with the
goal of generating a positive customer response. Promotion plays a vital role in creating a
specific image in its customers’ minds. According to one marketing expert,

“Marketing is not a battle of products; it’s a battle of perceptions”

We will be doing promotion through these attributes:
Product Positioning Strategy:
Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market. Factors that are valued by consumer
while making decision are;
Price
Quality
Availability
Durability
Warrantee
So we are launching our product with reasonable price, fine quality, easy availability, and
good durability for designing the product’s offering in the minds of our target customers.
In the past there was no such idea about chargeable bikes in Pakistan so our product has
great value in the market.
Unique Selling Proposition (USP):
What is USP?
Unique: It clearly sets you apart from your competition, positioning you the more logical
choice.
Selling: It persuades another to exchange money for a product or service.
Proposition: It is a proposal or offer suggested for acceptance.
USP is unique selling proposition that we are launching a product which no one else is
giving in the market. Credible uniqueness such as, "Our product is the only one that
offers dynamic experience on the “e-bike” is appealing to the market.

Advertising Strategy:
There are two strategies for advertisement.
• Above The Line
• Below The Line
We are starting new business and right now we don’t have that much budget, so we are
using this below the line strategy. According to our budget, we are using brochures to
advertise our products. We distribute our brochures in different schools, colleges,
universities and buses. We are also continuous our advertising campaign through banners
in different places like Kalma Chowk, Campus Stop, Multan Chungi, Anar Kalli, near
UET and Akbar Chowk. . Here more of the customers are being attracted toward our
product. These marketing strategies would help customer for more awareness. As we are
targeting Lahore only, so that’s why we are marketing via broachers, banners. As
advertising on local T.V. cable networks and F.M. stations is not too expensive so we
also decides to use local T.V. cable networks and local F.M. stations. As more and more
customers are conscious about the different brand products, so thereby we have to be
very specific upon our products and their marketing strategies. Thereby, we have to more
affective towards our advertisement so that we can convince our target customers towards
our product.
Advertisement Objectives:
We are introducing new product so our aim to create brand awareness and knowledge for
our product new features therefore we are going to adapt informative advertising. We are
launching innovative product in Lahore, so that’s why our major and important objectives
are;

• Customer awareness
• To capture 20% market share for the product and to work to improve it further.
 • Achieve our target to meet the expanses in the first year

• Customer’s Loyalty

Campaign Theme:

The basic purpose of the campaign is to give the awareness to the customers regarding
the innovative product that we are launching in the market. The better the campaign
would be, more the customers would be attracted towards the products.

Reach:
Our target city is Lahore. We will advertise in different parts of Lahore. Our marketing
focus would be in these areas;

• Kalama Chowk
• Johar Town
• Canal View
• Model Town
• Muslim Town
• Iqbal Town
We select above spots because these are most populated areas in Lahore. Through most
populated area our reach will become more affective.

Frequency:
Our banners and broachers would be fixed for at least three month to make awareness our
customers. We select on air time of our ads on local T.V. cable during the cricket match
more frequently. And ads on local F.M. stations evening time more frequently.
Media Vehicles:
 • Broachers
• Banners
• Local T.V. Cable
• Local F.M. Stations

Proper Budget Allocations advertisement:

Our target city is Lahore, and our marketing budget is 980,000 which are low. So keeping
in mind of that budget, we are going to market our product with below the line strategy.
In this, we are marketing through broachers, banners. So we have allocated our budget
according to our marketing strategy. Thereby we have to be very specific according to
our advertising strategy.
Slogan:
Our slogan is given as:

“Let’s Go”
Direct Selling Strategy:
Direct selling strategy consists of door to door selling and we are not adopting this
strategy because we are going to open four showrooms around different places of Lahore.
Our innovative products are available at our showrooms. It wouldn’t be available any
where else.
Push Vs Pull Strategy:
We re using push strategy because we are new in the market and our bike are unknown to
the consumers. As there is no specific consumer demand of this product launch, so in our
business the product and the information are "pushed" to the consumer by promotion. We
have decided to market our product in specific areas of Lahore looking towards our target
customers.

Promotional Materials
There are four promotional materials
 o POS Terminals
o Participation in Trade fair or Exhibitions
o Broachers, Leaflets
o Banners

POS Terminals:
We are using POS terminal in our promotional tools. Our POS terminals would be
available in our specific outlet.

Participation in Trade Fair or exhibitions:

In future, we will try to participate in exhibitions and trade fairs for promoting our
products. We are not participating currently in trade fair or exhibitions because of low
marketing budget.

Broachers, leaflets:
We are using broachers and leaflets as marketing promotional material to advertise our
products.

Banners & Hoardings:

We will also adopt banners as promotional tool because we are new in the market. We
need more and more advertisement for making customers aware about our products. So
according to our marketing budget, we have selected these marketing promotional tools
to advertise our product.

Pricing
List Price
Almost everyone agrees that the price of the product or service is a key factor in the
decision to buy. Price affects both sales and volumes and profits and without the right
price, both sales and profits will suffer. So, under Pakistan situation we decided to
introduce our e-bikes in a low price to attract the customers.
Retail Price – At the start of our business and sales of our e-bikes the price will be Rs.
23000 /- for the first 50 customers.
Discounts – Discounts will be given to the customer and for their convenience, bikes will
be place in the departmental stores where they will get the discount of 10%.
Installments – We are offering installments to all the customers for their convenience.
Rs.2000 /- will be charged on per month basis.
Bundling – This offer is limited. If any customer buys 3 or 4 bike, we will give 20 %
discount on that.
Seasonal pricing – We are planning to provide seasonal offer price to our customers.
Like in winter the price of our bikes will be Rs.21000/-
Initial No profit – We are not taking any initial profit, just to gain more and more
customers.

Market Skimming:
As we have the new product in the market, we have the chance to take high price because
we don’t have any direct competitor. We would like to charge high price for a short
period and after that, when we’re established, we will lower the prices to retain our
customer. In Lahore, there are number of bike lovers.It’s is very common you must have
heard that whenever there’s something new product in a new product they come into the
market. We’ll try to catch as much customer as we can and for retention, we would offer
some cool offers and reduce our prices.
Price elasticity of demand
A measure of how much the quantity demanded of a good respond to change in the price
of goods, computed as the percentage change in quantity demanded derived by the
percentage change in price.
If we increase the price of our bit bike the total revenue of our company decreases. When
we increase the price of from RS 23000 To 25000 , the demand of our bit bike falls from
50 to 20 and total revenue of our company falls. Because demand is elastic .If there is a
reduction in quantity demand is so great that is more than offset the increase in price .
Thus an increase in price of our bit bike reduced P*Q because the fall in Q is
proportionally greater than the price in P.
In elastic demand ( a price elasticity greater than 1), price and total revenue moves in
opposite direction.
If the demand is unit elastic ( a price elasticity exactly equal to 1) , total revenue remains
constant when the prices changes.
Consumer sensitivity
Our consumer is not sensitive because if we increase or decrease the price of bit bike.
There is no impact on customers what ever price is . Bit Bike is purely electric bike so
there is no consumption of fuel . Bit Bike is easily approachable
Pricing Method:
We will take the cost plus method as we don’t have any such a direct competitor in the
market so that this method would be very suitable for us to compute the per unit price .
We have the simple formula by which we can calculated the per unit price.
Variable cost per unit
Fixed cost
Expected unit sales
Unit cost = variable cost +fixed cost
Unit sales

People:
Effective and successful of Bit Bike Company must be extremely people oriented. They
need to create an environment that is conducive to innovation, productivity and high
performance by using their human skills along with their technical skills in areas such as
scheduling, procurement, cost estimating and budgeting, monitoring, controlling and risk
management and maintain their technical and functional skills at the highest possible
level while attractive their softer skills to meet the challenges of today and tomorrow.

Skills
•Motivation,
•Collaborative leadership,
 •Communication,
•Commitment,
•Conflict resolution.

MANAGING MARKETING
DIRECTOR MANAGER
MUHAMMAD ASIF WAQAS KAMAL

ASSEMBLING QUALITY MARKETING DISTRIBUTION

DEPARTMENT ASSURANCE

WORKERS ENGINEERS WORKERS WORKERS

List of the Managers and Workers

Chief Executive MURTAZA ARSHAD

Managing director MUHAMMAD ASIF

Marketing manager WAQAS KAMAL

Assembling manager IMTIAZ ALI

Quality check manager MUHAMMAD SHAHID
Assembling workers

10 main workers
15 assistant workers
5 other workers
2ENGINEERS

PROCESS
The sale process is quite simple. The only customer need to enter to our outlet and order
the desired color and style and it is available in few minutes in exchange of some money.
BIT-BIKE will like to focus all their power on daily business operations and serving
existing client demands. It's critical to your success however to focus on gaining market
share from current possible.
 • As BIT-BIKE should develop a sales process that is right business; here are some
other points that BIT-BIKE will keep in mind.
• BIT-BIKE should continuously improve sales skills and stay open to new ideas.
• BIT-BIKE will make the sale it should be its secondary objective and will help us
build long-term relationships.
• BIT-BIKE should contribute more than just a product.

Physical Evidence:
Land and Building:
We will acquire a building which is spread in two canals from Gulshan-e-Ravi for Rs.
800,000.We select Gulshan-e-Ravi because it is an industrial area where prices are
relatively low.

Show Rooms:
We will acquire four shops around Lahore for our showrooms on rent.

Location and Sites:

Location is the most important part of the business. Without good location, business
cannot grow fast and successfully, so location can bring much difference to a business.
Location is a 1st step in running a good business. So we select following sites for our
showrooms.

• Opposite Brkat Market right side of Leadership College.

• Mac load road opposite of Makhdoom Corporation.
• G.T.Road near U.E.T. left side of Bata Shoes branch.
• Main Samna Abad More near Shezan Bakers

MARKET ENTRY STRATEGY:

As we are opening a new outlet of Bit Bike, thereby we are launching a new product
according to the customer’s needs and wants. The strategy we are using is the
“Flank Attack”
There are two strategic dimensions in this strategy
• Geographic
• Segmental
Geographic:
Our target market is Lahore. Our main aim is to introduce our product in that region
where there are people are getting much knowledge about gas and petrol bikes. But
mostly they want to get a rid of fuel consumption bike because fuel consumption bike
polluted the environment. So we are introducing a new product that is much better in
quality as regarding to fuel consumption bikes. It saves the environment to making
pollute. Mostly young generation want to get some thing new so our bit bike will satisfy
their needs with better ways.
Segmental:
Basically our target market is Lahore. We target the middle and low level people of the
market. As we know mostly student in the morning they are waiting buses and other
vehicle to join them and reach their destination with in time, but mostly they get late. So
we will provide them facility of bit bike with a reason able price. We use different
channels of advertisement to provide awareness of our product, because initially we
introduce our self with a great image of our product in the customer’s minds.
Launch Plan:
There are two kinds of launch plans these are:

 Soft launch
 Official launch
Soft launch:
In soft launch we are testing our product so that we will put our product at our outlets and
try to our customers, also we offer our customer that we will provide 10% discount first
50 customers. If these strategies are not successful then we step to other strategies.
Official launch:
Official launch means that now we are ready to launch our product in market. In official
launch we are starting our business of Bit Bike. We are launching three outlets in Lahore.
In official launch new marketing strategies, we use different channels of advertising and
promotion of bit bike.

Events Marketing At Launch:

At this stage that we are new in the market so we do not have that much budget to do any
event marketing. We have to collect sufficient budget to grow our business because we
are now at growth stage. But with the passage of time when our product will grow and
people will be aware of it then we can think about this event marketing but now we is not
doing any kind of event marketing.

Publicity & Public Relations activities:

Publicity is being done for the improvement of our brand and the success of our company
relation not only with customers and suppliers but with the public as well. Here we are
more concern about the customer’s relationship regarding our product because they are
the ones who acknowledge our products more as compare to anything else. We are new
in this market so, we have to focus more on the public relation for the awareness of the
product. There are following activities which we are going to do for public relation:

Press Relations:
It means that presenting news & information’s about the organization in the most positive
way. We will contribute our little bit percentage of sale to promote our business and
create a positive image of our product in the mind of the customers.

Product publicity:
Product publicity means that our sponsoring efforts to publicize specific products.
Obviously we will also sponsor different programs to advertise our products. For creating
product publicity, we have designed a program. For this purpose, we would go to
different universities and colleges that would sponsor different activities for students and
other middle level people to promote our products.

Government rules and regulations:

We will join only those businesses which are fulfill the government rules and regulation
requirements. So we choose the business of bit bikes that is fulfill the legal formalities.
So government cannot disturb our business.

Marketing public relation:

Its is also called the publicity. Here we have to promote our new products and building
interest of people in our product. We can build interest of our customers as providing a
discount to those regular customers who take one customer with him, in the next
purchasing time.

Gantt chart

What is SWOT Matrix ?

The concept of determining strengths, weaknesses, threats, and opportunities is the

fundamental idea behind the SWOT model. To present the model in a more
understandable way, scholars came up with so-called SOWT MATRIX. SWOT matrix is
only a graphical representation of the SWOT framework
 S-
O

strategies:
• Bit bike is new petrol free motorcycle company it has the capability to attract more
customer than the exiting companies and SUGAICE have an opportunity to expand the
business & capture the market.
S-t strategies:
• Loyalty of customers will be the major strength for the company and Bit bike are
increasing their product lines that can prove to be a benefit in the coming years.

W-O Strategies
• Bit bike Gross Profit margin is low as compared to invested capital and we can
overcome this problem by opening more show room in whole country which will help
company to increase its gross profit margin.
W-T Strategies
• Bit Bike don’t have many show rooms and due to it the price of the product will
be high and some of the competitor will compare will price.
Financial Analysis:
Following are our product financial analysis given below.
One Time Expenses:
One time expenses are those which occurs only one time of the life of the company.

One Time Expenses

Item Sum(Rs)
Land and Building 80,00,000
Plant and Machinery 1,25,00,000
Furniture and Fixture 40,00,000
Equipment 15,00,000
vehicles 56,00,000
Showroom Rent average 5,39,750
Property Tax 27,000
Salaries per year 45,90,000
Total Sum 3,67,83,750

Fix Cost per year

Item Sum(Rs)
Showroom Rent (Average) 5,39,750
Property Tax 27,000
Collaborative Networking Fee 2,50,000
Salaries per year 45,90,000
Total Sum 54,06,750
 Variable cost per month

Material cost per unit:

Material costing for per unit

Item Qty Per Item Sum
Main body 1 4600 4600
Engine 1 4250 4250
Battery 2 1450 2900
Electric motor 1 1650 1650
Seat 1 400 400
Wheels and Tires 2 1425 2850
Light system head
light indicators - - 1200
Finishing - - 950
Total Sum 19,450

Item Sum($)
fuel 50,000
Cost of Gas Bill 15,000
production per Electricity Bills 60,000
year for the 1500 Maintenance 15,000
Telephone Bill 20,000
units: Total Sum 1,60,000
 Cost of Production per year
Item Qty Per Item Sum
Main body 1500 4600 69,00,000
Engine 1500 4250 63,75,000
Battery 3000 1450 43,50,000
Electric motor 1500 1650 24,75,000
Seat 1500 400 6,00,000
Wheels and Tires 3000 1425 42,75,000
Light system head
light indicators 1500 1200 18,00,000
Finishing 1500 950 1425000
Total Sum 2,82,00,000
Variable Cost 19,20,000
Fixed Cost 54,06,750
Total cost - - 3,55,26,750

Per unit cost

Items Rs
Total production cost of 1500 units in a year 2,82,00,000
Total fix cost for the year 54,06,750
Total variable cost for the year 19,20,000
Total cost 3,55,26,750
Total unit produce in a year 1500
Per unit cost 23685
Price Per Unit
Per Unit Material Cost 19450
Fixed +Variable Cost 4235
Total 23685
Profit Margin 15% 3565
Selling Price 27250