Marketing Plan for Glossy Car Model by JBM Car Company

Market and Marketing

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Section One: Market Analysis.........................................................................................................1
Description of Glossy car at three levels, core, actual and augmented..................................1
Markets to be target................................................................................................................2
Justification for the selected market.......................................................................................2
Customer profile with the help of segmentation approach.....................................................2
Relevant market size and growth for the convertible engine Glossy car...............................3
Market trend for products and Services..................................................................................3
Section 2: External Environmental analysis....................................................................................4
Discuss the impact of legislations such as consumer protection and product liability..........4
Consequences of non-compliance of legal legislations..........................................................4
Type of competition exists in Electric car industry................................................................5
Positioning Map......................................................................................................................5
Apply law of demand and discuss the relationship between price and quality demanded for the
Glossy car...............................................................................................................................6
Pricing strategy for JBM Car Company.................................................................................6
Apply law of demand (shifting of demand curve) to anticipate future economic and social
conditions and its impact on sales..........................................................................................7
Conclusion.......................................................................................................................................8
References:.......................................................................................................................................9
Books and Journals.................................................................................................................9

Introduction
Markets and Marketing seems like a same term but they differ from each other in several
aspects but relates to each other. Market can be described as a place where buyers and sellers
meet up for the exchange of goods, services and information in exchange for considerations,
protected under the law. These set ups act as a medium which facilitate transaction in an
economy. Whereas, Marketing is a broader term which encompasses series of activities starting
from creation of goods until consumption of those value added offerings (Choi and et. al., 2020).
There is misconception that marketing is a post production activity but it starts much before the
production begins, with research and identifies the potential opportunities. JBM is a one of the
leading and innovative car company which has come up the concept of producing and selling a
car which has a low emission combustible engine and interestingly can be operated also with the
power of battery installed in it. In short, the car company has designed the car by keeping in
mind growing environmental pollution and convenience of customer. The objective of the report
is to produce a marketing plan for the Glossy car model which comes in two variant of maximum
seating capacity Glossy X for 5 passengers and Y 8 passengers, with the same features and
quality.
Main Body
Section One: Market Analysis
Description of Glossy car at three levels, core, actual and augmented
The product is not a mere tangible item that customer buys to satisfy its needs and
demands but it also consist of value which is further added at each level of the products. In order
to have a detailed understanding of the product, the product is divided into three product levels
each one of adding more values and benefits to the customer.
Core Benefit: The first and most basic level of the product is its benefits and core value which
makes it valuable for the customer and a need that customer satisfies when purchase a product.
Glossy car is a optimum solution for the people who are dreaming and looking for their own car
to move from office to home and to go on vacations, considering the need to avoid use of public
transport amidst pandemic (Spence, 2019).
Actual product: The next level of product is its tangible form and converting core benefits or
customer value into actual product. Glossy car is designed for the people of middle class for
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whom it seems difficult to own their personal car, which has two variant for small and big
families up to 8 persons. One of the salient feature of this car is it has low carbon emission
engine reducing the pollution up to 80% and have a extra feature of converting a car into electric
engine through conversion mode. The reason for this is if car does not have sufficient fuel it can
be operated with the power of battery instilled in it.
Augmented product: The third and last level of the product is augmented product which rounds
off all the three level of products built around the core value and actual product. It usually
consists of added value such as warrant, customer services and extra benefits. The Glossy car
comes with an extended warranty of 10 years with a option of batter replacement within 10 years
and provide a free services up to 30,000 kms (Tura, Keränen and Patala, 2019).
Markets to be target
For the above chosen company, the Glossy car is designed and aimed directly to the final
consumers of middle class families who are looking for cost effective and best solution to own
their personal car and travel hassle free without being worry of social gatherings and affected by
the deadly virus in the environment. Glossy car is has a several features like power steering,
power windows, automatic door locks, sensors for glass wipers, locks, seat belt signage,
automatic seat adjustment, reverse parking sensors, side, rear and front view assistance with
cameras and sensors and lots more in an affordable pricing.
Justification for the selected market
The concept behind choosing customers as a final consumer is to avoid the un-necessary cost
incurred on maintaining the extended supply chain like manufacture, wholesales, retailer and the
final consumer. JBM Car Company wants to reduce the cost incurred on storing and distributing
the goods through numerous channels and prefers to offer them directly. Another reason it, JMB
is a new company and direct feedbacks from the customer will help the company in making
necessary changes and improvements as per the needs of direct customer rather than collecting
reviews from intermediaries. And if the product is acceptable by the customers at local level, it
will be offered to retailer and big industries at mass level (Odoom and Mensah, 2019).
Customer profile with the help of segmentation approach
Customer segment for the Glossy is car is the low and middle class income people who hold
intense desire to own their personal car and prefer to travel in their own vehicle. The age group
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