Product info:

Product working:
The BCJ makes the arduous task of lifting a car off the ground far less painful and awkward ,simply by
letting the car's own exhaust do the dirty work.
Traditional portable jacks, like the ones that come with your car, can be intimidating to the uninitiated.
They have to be placed at a certain point on the chassis for safety, then fitted with a bar for leverage and
cranked up, and up, and up. It takes a bit of strength and a lot of patience , qualities most drivers find in
short supply when a tire goes flat.
The BCJ lifts a vehicle using emissions coming from the tailpipe. A hose attaches from the exhaust to a
big sack placed under the car. The air coming out of the pipe fills the bag, and voil! The car lifts off the
ground.
It stays inflated for as long as 45 minutes, though you should keep in mind that your car will be idling and
using gasoline that entire time. BCJs can lift vehicles as far as 30 inches (76 meters) from the ground.
Exhaust jacks deflate in as little as five seconds when the job is finished, and the PVC-coated woven
canvas folds up to fit in your trunk until you need it again.

Market segmentation:
MARKETING OBJECTIVE:
We want our balloon carjack to be famous throughout Pakistan. It should be easily accessible to
all that is why we have developed an intensive marketing and distribution strategy that will
supply baloonjack to the consumers at their market autopart dealers ; we will advertise our
product through media, newspapers, billboards etc and will use effective communication skills.
We will take advantage of the AIDA model i.e. attention, interest, desire and action and will
promote our product using this promotional strategy. We will ensure that our product is available
to all as it will give us a strong competitive edge. All these things can market our Baloon car jack
in an effective way.

GROWTH STRATEGY OF BCJ:

To achieve maximum growth and large market share, BCJs applies Product Developmental
Growth Strategy. It is a strategy in which a company offers new modified and improved products
in the present market segments in order to attract large number of consumers.
The following grid shows different growth strategies of a company:

As BCJ is a totally new product, so it will use Product Development strategy. It is introducing a
new product in the market apart from its already existing range of products and this product will
surely gain high market share.

Existing product

New product

Existing market
Market Penetration
Product Development

New MarketMarket DevelopmentDiversification

TARGET MARKET:This product is for all the drivers and car owners teenagers(who can drive or are allowed too)
and adults. This is not specified for any distinct group of buyers.

GEOGRAPHIC SEGMENTATION:
World region

South Asian

Country region
Density

1
Age
Gender

Pakistan
Urban and Sub Urban

DEMOGRAPHIC SEGMENTATION:
18+(legal age)
Both male and female

Family size

all who are allowed to drive

Family life cycle

18+

Occupation

all

Education

all

Religion

all

Race

Asian

Nationality

all

PSYCHOGRAPHIC SEGMENTATION:

Social class
Life style

Middle and upper

Achievers and Strivers

BEHAVIORAL SEGMENTATION:

Occasion: in case of tire puncture and any other tire or rim issue
Benefits: easy to use, less force, safe, Affordable.
User Status: First Time Users
Readiness Stage: Aware.

Marketing mix:
Marketing mix strategy includes 4 ps of marketing i.e. product, price, place, and
promotion

Product: balloon car jack

Varity:
We have only one carjack and it can be used for all types of sedans.

Quality:
We are aiming at providing best quality. It will be completely safe .

Style and Design:

It will be having unique style and design.

Features:
Features are the competitive tools for differentiating the company's product from competitor's
product. But in our case we can say that we have not branded competitor. This feature is itself
making it unique but we have also competitive tool over here which is special design.

Brand name:
Baloon car jack is launched by our team.

Packaging:
Special packaging is made for this product. It will be provided in cardboard boxes.

Services:
It will be available at every auto part shop.

Price:
We have selected reasonable price for our product and from survey we have confirmed price
range from Rs.150 to Rs.200.

Place:
We will place our product all over the Pakistan. We will use 4 channel level of distributor:
producer, distributer, retailer and consumer.

Promotion:

Advertising:

The promotion will be done in the university by providing students pamphlets by which they will
get to know about the new product of BCJ. We have also made a commercial.
In the long run, the promotion will be done through television, radio, magazines, newspapers etc.

Personal Selling:
A stall will be arranged within the offices, marts like cosmo,centaurus, csd and metro. So, that
people will get a chance to see what balloon car jack can do. And in streets this opportunity will
be available for local people for the limited time.

MARKET POSITIONING:

A product position is the way the product is perceived by consumers on important

attributes-the place the product occupies in consumers minds. To simplify the buying process,
consumers organize products and companies into categories and position them in their minds.
And the product that gives them better satisfaction makes a distinct place in consumers mind.
BCJ planed different strategies that will give it the greatest advantage from the selected
target market and it has designed marketing mix to create these positions.

CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY:

Many other companies may go after the same position as of BCJ. So we will differentiate
our offer by building a unique bundle of benefits that appeal to a substantial group within the
segment.

IDENTIFYING POSSIBLE VALUE DIFFERENCES AND COMPETITIVE

ADVANTAGES:
Others only want to give customers a carjack which can allow then to change tires but our
product allows the customers of change the tire easily, quickly, safely and with fun and it can
also be used by women and senior citizens easily .

CHOOSING THE RIGHT COMPETITIVE ADVANTAGE:

BCJ is different from the existing products. A difference is worth establishing to the extent as it
satisfies the following criteria
Important: it will deliver a highly valued benefit to customer.
Distinctive: it has been offered for the first time and has no such innovative competitor.
Communicable: the difference is communicable and visible to the consumers.
Affordable: It is affordable and consumer can easily buy it.
Profitable: It can generate profit for the company because it will be the first innovative car jack launched
by any company.

SELECTING AN OVERALL POSITIONING STRATEGY:

The full positioning of a brand is called the brand's value proposition-the full mix of benefits
upon which the brand is differentiated and positioned.
The five winning value propositions upon which companies can position their products are:
More for More
More for the Same
Same for the Less
Less for much less
More for Less
We offer more for the same positioning strategy as the quality is totally different from
similar existing products in local market. The best quality is offered at a low price that would be
affordable for every one.

POSITIONING STATEMENT:

We will position our product in the market by giving high customer value. Our product will
provide greatest quality as compared to the existing related products in the market like a
common car jacks. So our product will get distinct place in the market and in the minds of our
target market.

PRICING STRATEGIES:
There are two pricing strategies:
Market Skimming and Market penetration. We are now using Market
penetration strategy which says that a low price is set for a new product in
order to attract a large number of buyers and a large market share.

PRODUCT CONTROL
QUALITY CONTROL:
A company like innotech ltd;, the only way for it to capture and maintain a large portion of the
market share, is by competing on the quality of its products. Quality can be defined as
"Quality is the totality of features and characteristics of a product, service or process, which bear
on its ability to satisfy a given need, from the customer's viewpoint."
As far as the quality of Baloon carjack is concern, we shall follow these steps to main the
quality of BCJ:
Regular sampling
Quality Audit
Doubtful products
Traceability
Safety Audit

SUPPLY CONTROL:
We want to make our product BCJ is available no matter where you are in Pakistan.
We were selected for a Best in Class repository study, and three of our best practices were
subsequently incorporated into the Best Practices Library.
Our mission is to:
Optimize and consolidate resources and processes for a low- cost but efficient.
Develop and manage simplified and effective supply network to achieve high level of service
Create a continuous improvement culture driven by performance measures and reward.

DISTRIBUTION:
According to the distribution, Pakistan is divided into three geographical zones and then in
further Regional Sales Offices.

North Zone
o Islamabad
o Peshawar
o Jhelum

Central Zone
o Lahore
o Faisalabad
o Gujranwala
o Multan
o Sahiwal

 South Zone
o Karachi
o Hyderabad
o Quetta
o Sukker

INDIRECT MARKETING CHANNEL:

Our company will use the indirect marketing channel for the supply of our product BCJ to the
consumers. The channel used by our company will be:

PRODUCER

WHOLESALER

RETAILER

CONSUME
R

First our product will be supplied to the wholesalers who sell our product to those who will buy
it for resale or business purpose and is transferred to the retailers who arte involved in selling
goods directly to the consumers for the personal consumption.