SENTHIL PUBLIC SCHOOL,

SALEM.

Submitted by: Dinesh balaji.S,

XII– F,

Senthil Public School,

Salem.
 Acknowledgement
I would like to thank our Business
Studies teacher, Mrs Banu, for giving
me this project which is very
innovative idea. Mrs Banu also
helped us with ideas and concepts
for the project. My friends
encouraged me and helped finding
the details and also helped with the
field report.
Introduction:
Cars are for everyone, young and old. If you have an innate eye for style, a
sports car company is one business you can start.
Knowing what types of cars we sell best. Survey, checking internet to
know what style and design celebrities use for attending fashion shows to
form network within the industry, and for normal use and in the movies
are the knack . Customers usually look for style first then narrow it down
to the color of their choice and the size that is suitable for them (2 seated
or 4 seated or big-one) because some sports cars have small back seats
that are really only suitable for luggage or small children. Such a
configuration is often referred to as a 2+2 (two full seats + two
"occasional" seats). The more typical seating arrangement is two-seats.
Sports car is a huge trend in nowadays as it is very comfortable, durable
and preferred by many people not considering the age bar. The
production and manufacturing of sports car is not very easy and getting
the particular license or permission is to be for producing the sports car is
also difficult. (For setting up a factory or franchise or showrooms licenses
and permissions are mandatory in all the sectors). Obviously at the end
there is a performance and speed check which is again mandatory in all
goods after their production.
Thus manufacturing of sports car is preferred as many legal restrictions
are imposed and has a mass and growing demand for them.

What is a sports car?

A sports car is a small, usually two seated, two door automobile designed
for spirited performance and nimble handling. According to the Merriam-
Webster dictionary, the first known use of the term was in 1928.
Sports cars may be Spartan or luxurious, but high maneuverability and
minimum weight are requisite. They may be equipped for racing,
"especially an aerodynamically shaped one-passenger or two-passenger
vehicle having a low center of gravity and steering and suspension
designed for precise control at high speeds."

USP:
A brand, which is really innovative, comfortable, stylish and changing with
variety at an affordable price.
We are best in sports cars having superior engines and latest technology
with the latest shapes due to them sports car maximizes the speed in the
lowest time.
The best interior design in quality and according to the desire of
customers which suits their personality and status.
Objectives:
Following are some of the objectives of the company;
 Make the dreams true and To fulfill the customers desire, want, need
and demand.
 To deliver the best and Improve our products performance on daily
basis.
 Prices of our products should be very low.
 To increase profits.
 To face strong competitors i.e. Honda, Toyota, Mercedes and BMW.

SWOT Analysis:
 Strength
 Weakness
 Opportunity
 Threat

1. Strengths :

 Updated technology plant.

 Quality performance and very reasonable price.
 Specialists available for specialized jobs and tasks.
 Hire experienced staff.
 Medical insurance of employees and Insurance of the
products we sale.
  Pakistani made.
 Targeted to middle class people.
 Colors and Shape that no one other could deliver

[Link]:
 New in Car industry.
 Small distribution network.
 Strong competitor and No market share.
 It is not very well known outside Gujrat.
 Limited experience of customers.
 Lack of experienced service professionals in many
countries.

[Link]:
 Increase the distribution network.
 Acquiring the newer technology and techniques.
 Market is very big and attractive.
 Takeover of the distribution.
 To go increase customer relations events & activities this
will enhance the ownership experience.  To increase the
global reach as currently it is present in very few regions.

4. Threats:
 Political instability.
 New entrance from the competitors and So many
competitors.
  Retaining consumers
 Economic instability and Increase of general sales tax.
 Development of plant.
 Increasing fuel prices.
 Macro-economic factors which are making people averse
to spending esp. discretionary spend.

PEST Analysis:
 Political.
 Economical.
 Social.
 Technological

Political:
 Political decisions can affect Car Market, these can be
either advantages or disadvantages, if taxes increase,
therefore consumers decrease and sales of stock decrease.
However if taxes decrease the likelihood is consumers will
buy more.
 The Government is very concerned about road accidents.
Accident death ratio increases more and more each year.
Economical:
 If the minimum wage was brought down, this would mean
more money for DIBA but would also result in low sales
from the consumers.
 The interest rates can have an effect on DIBA’s Raptor. If
the interest rates were high then DIBA would not want to
borrow as much money for expansion.

Social:
 Trend in style and performance – increase in people
respect and confidence on their ‘Cars’.
 Local residents with small businesses like Restaurants,
Hotels, Clubs etc near DIBA would benefit from the money
that is being brought in by visitors.
 More people are status conscious – will compare
themselves with others.

4. Technological:
 Better equipment.
 Cost of machinery.
 New machinery.
 Maintenance.
 Our Competitors:
The DIBA is currently facing a competitive environment.
Because the competitors of DIBA are:
 Honda
 Toyota
 Mercedes
 Ferrari
 Audi
 BMW

Product review:
DIBA’s sports car (Raptor) is available in every size and
available in different colors:
 2 seated and 4 seated for every kind of use.
 Dull black and shiny white.
 Sapphire black.
 Shiny red, blue, green and etc.
 Texture of different country flags.

DIBA’s Competitor: The competitors of DIBA are

more than 6 from them Mercedes, BMW and Audi are leading
market right now and other are far away from it.
Mercedes, BMW and Audi have loyal customers over the years
because they are very old and customers are aware of their merits
and demerits. The company’s first purpose is to compete with the
competitors having large market share.

Market Segmentation:
DIBA will have market segmentation on two bases;
 Geographical segmentation.
 Demographic segmentation.
1. Geographical segmentation:
The DIBA’s geographic target area is TamilNadu. Supplying
product to all cities of Thailand, and have further divided the country
into five zones.
 Zone A: Chennai
 Zone B: Bangalore.
 Zone C: Mumbai .
2. Demographic segmentation:
Demographic segmentation is done on the basis of;
 Age (18-35)
 Gender (Male and Female)
 Income occupation (own Business and Foreigners)
 Education (No level is set)
 Lifestyles (Belong to any lifestyle)
 Social classes (Belong to middle and upper class)
 Family size (for couples and for small family)
Market Targeting:
Evaluate market segments:
The segments have been selected need to be evaluated properly.
Segments are:
 Segment size and growth: It needs to consider the geographic
and demographic segments company has selected for
introducing Sports Car, the size of the segment where the Car is
going to be launched and its growth.
 Segment structural attractiveness: It involves power of the
buyers of the Car, suppliers of the Car and its availability in the
segment.
 Company’s objectives and resources: Targeting should be done
in a way so that the company can achieve its targets with the
resources it have.

Targeting:
Company will target following customers:
 Youth
 Mature
 Youngsters

Marketing mix:
 Product
 Price
  Promotion
 Place
1. Product Strategy:
 Develop the long term relationship with the customers.
 Give values to the customers to delighting them.
 Do whatever it takes not to satisfy the customers but retain our
customers.
In order to accomplish this objective the company has
established sales, marketing and support terms.

Product variety:
Our product would be available in following colors:
 Dull black and white.
 Sapphire black.
 Shiny red, blue, green and etc.
 Texture of different country flags.

Brand name:
The name which we have chosen for our product is “DIBA”
Quality:
High quality assurance would be our first priority. This would be ensured by:

 Implementing high quality standards

 Total quality management
 Acquisition of the high quality raw material
Design:
“RAPTOR” is a fastest, Sports Car with an eye catching color and
shape.

Features:
Here are some features of our product:
 High class gear box and assembly.
 Beautiful shape and Eye caching colors.
 No need for modification.
 For family and couple use and for both the genders.

Packaging:
Seats are raped in the Polythene sheet and a very thin plastic paper
is colorful paper on the whole car and glass protector in for the
lights.

2. Pricing Strategies:
Our pricing strategies for the product are for total cost which
includes customs services, free insurance, replacement guaranty
of some parts and other expenses. Pricing strategies usually
changes as the product passes through its life cycle. The price
should be set at moderate level in order to attract a large
number of buyers and to gain large market share.

3. Promotion:
Actually the promotion is a first step when we are launching a
new product but we make its strategies in last. We want to
make a good product image in mind of customers, so that
they will buy only our product.

Criteria promotion:
a) Awareness.
b) Knowledge.
c) Liking.
d) Preference.
e) Purchasing.
Main Source Of Promotion:
 Electronic media
 Print media
 Cable network
 Bill boards
 Hoarding
Channel Time Duration Total
Sun Tv Prime Time 1Min 12,15,000
Post Prime Time
Polimer news Prime Time 1Min 1,80,000
Post Prime Time
Vijay Tv Prime Time 1Min 1,75,000
Post Prime Time
Zee Tamil Prime Time 1Min 2,40,000
Post Prime Time
K Tv Prime Time 1Min 2,80,000
Post Prime Time
Total 20,90,000
 Print media:
News Page Coloured Size Charges
paper&mag or b/w
The Hindu Front coloured Full Size 18,600
Indian Express mid coloured Standard 5,000
Dinakaran Front coloured Standard 15,000
Dinamalar Back coloured Standard 17,500
Malai Malar Back coloured Standard 15,000
Tamil Murasu Back coloured Full Size 6,00,000
Total 6,83,600
Bill Boards:
Location Size Duration Total cost
ECR(Chennai) 20*60 1 month 2,15,000
Checkpet(Banglore) 20*60 1month 70,000
Andheri(Mumbai) 20*60 1month 1,15,000
Chennai central 20*60 1month 1,50,000
Total 5,50,000
Hoardings:
Location Size Duration Total cost
Airport 30*90 1 month 1,20,000
(Chennai)
Electronic city 30*90 1 month 1,00,000
Phoenix 30*90 1 month 1,00,000
road(Banglore)

Total 3,20,000
 Benefits:
Following are the additional benefits which are offered to the
customers to give them value:
I. Buy 1 car and get one get free check-up for one year.
II. Purchases 2 cars and get 10% discount on service,
tuning, car purchases.
III. If you purchases a one big and one small car then you
will able to get in lucky draw and you can win following
prizes:
1. Samsung s6 edge plus and Samsung Home Theater.
2. Iphone 6s plus and Free service of car for the rest of life.

3. Places :

To assure the availability of our car “RAPTOR” car has

established effective network of registered dealers. The main
target of our Sports Car is Gujrat and Sialkot.
The end consumers would then purchases “RAPTOR” Sports car
from retailer. The distributor is the most reliable distributors in the
region. They enjoy a flawless reputation combined with business
relations with numerous retailers even in the rural area of the Tamil
Naduand near cities. This has ensured that “DIBA’s RAPTOR” will be
made available all over INDIA.
This is the distribution of money which is included in
the production of DIBA’s RAPTOR.

[Link] Product Price(Rs)

1 Tiers 50,000
2 Body
[Link] +Silver 5,50,000
[Link]+Plastic 3,00,000
3 Engine
4 Color 1,00,000
5 Bumper(each) 10,000
6 Light
1. Head light 6,000
2. Back light 4,000
7 Rim(each) 10,000
8 LED/LCD 15,000/10,000
9 Interior+ Seats 1,00,000
10 Air bags(each) 10,000
11 Speakers 10,000
12 Other Material 5,00,000

Conclusion:
 There is an immense scope for Sports Car industry in the whole
world.
 Understanding consumer preferences and demands is the key to
growth.
 Pricing, Performance, color, speed and size are some of the important
factors.
 Brand loyalty should be maintained.