Marketing Communications Plan

ASSIGNMENT:

Integrated Marketing Communications Plan

PRODUCT NAME: C1 BY LIT MOTORS

Marketing Communications|PDM002

TABLE OF CONTENTS

1.0 BACKGROUND

2.1 Market outlook

2.2 Key Challenges

2.3 Potential Opportunities

2.4 Marketing Objective

2.0 COMPETITOR ANALYSIS

3.1 Reference Table

3.2 Perceptual Map

3.0 CONSUMER ANALYSIS

4.3 Target Audience and Market Size of Target Audience

4.4 Demographics

4.5 Psychographic

4.6 Purchasing Behavior

4.7.1 Problems faced

4.7.2 Information search

4.7.3 Evaluation of Alternative

4.7.4 Purchase

4.7.5 Post Purchase

4.0 Major Selling Proposition

5.7 Positioning Statement

5.8 Differentiating Factors

5.0 Integrated Marketing communication

6.9 Marketing Mix

6.10 Budget

6.11 Strategy, execution and tracking mechanism

1.0 BACKGROUND

2.1 Market Outlook

In Singapore, out of 969,910 there are about 14.7 percent people riding a motorcycle/scooter. In 2010, registered number of motorcycles were 148,160. This number dropped to 146,559 in 2011. In 2012, only 144,110 registered motorcycles were reported on the road. There has been a drop of 3.28 percent over the past three years. Meanwhile, there is an increase of 2.24 percent of registered car drivers from 2010 to 2012. This data shows that people is Singapore prefer a more safe and fully covered vehicle given the extreme weather conditions.

Research has shown people within the age group of 18 to 35 are the most well travelled among Singapore’s population. Having experienced various country’s lifestyles, owning a car has become more of a necessity than a luxury. The fact that they end up buying second hand vehicles and become unhappy drivers are caused by strict policies and procedures to own a motor vehicle eg: Bidding system, COE’s etc.

The percentage of female...