Twin Rider
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TWIN RIDER CNG BIKE Presented By: 1.Syed Ahsan Qadri 2.Muhammad Nadeem Haider 3. Saqib Munair 4. Syed Abid Nasir
HOW CNG BIKE IS AN INDUSTRIAL PRODUCT?
MISSION STATEMENT We ride in the eyes of our customer by delivering quality and environmental friendly product.
VISION STATEMENT To bring a change and innovation in the present market by meeting industrial customer’s requirement and setting higher standards of our product. And bringing new products for different segment with capturing maximum market share.
SCHEME OF PRESENTATON INTRODUCTION. STATEMENT OF FINANCING NEED. EXTERNAL ENVIRONMENT ANALYSIS. INDUSTRY & COMPETITOR ANALYSIS. COMPANY ANALYSIS SWOT. SEGMENTATION.
SCHEME OF PRESENTATON PRODUCTION PLAN. OPERATIONAL PLAN. MARKETING PLAN. PRODUCT TACTICS. PROMOTIONAL TACTICS. FINANCIAL PLAN & BUDGETING.
INTRODUCTION Twin Rider Ltd Pakistan based Company. 100cc CNG bike. Local manufacturing capabilities. Partnership Based.
FINANCING 60% Equity. 40% Debt. Government Support
SALE’S TREND & EXTERNAL ENVIRONMENT ANALYSIS 2003-07 MODEL
2003/04
2004/05
2005/06
2006/07
HONDA
90,064
117,209
190,395
300,000
YAMAHA
24,500
29,000
46,673
60,000
SUZUKI
5,000
5,000
9,082
20,000
CHINESE
9,000
35,000
109,932
120,000
TOTAL
128,564
186,209
356,082
500,000
SALE’S TREND & EXTERNAL ENVIRONMENT ANALYSIS 2003-07 Sales Trends of the Industry (in Units) 350,000 300,000 250,000 200,000
HONDA 150,000
YAMAHA SUZUKI
100,000
CHINESE
50,000 0 2003/04
2004/05
2005/06
2006/07
MARKET SHARE
24% 60%
Honda 4%
12%
Yamaha Suzuki Chinese
INDUSTRY ANALYSIS Price Cut downs Extreme Competition CNG Bike (New Venture) High Demand Market Growth Economic Boost
SWOT ANALYSIS STRENGTHS Product: First time CNG bike in Pakistan. Low development cost. Low maintenance cost. Easy availability of spare parts.
SWOT ANALYSIS Price: Very competitive price. Reasonable price of spare parts. Place: Major towns and cities of Pakistan.
SWOT ANALYSIS People: Highly qualified,committed staff. Technological and managerial expertise. Trainings & R & D.
SWOT ANALYSIS WEAKNESSES Limited Investment. No safety measures installed against bike snatching. Giant Competitor Entry
SWOT ANALYSIS OPPORTUNITIES Growing market for motorcycle – Estimated bikes 600,000-650,000 by the end of 2008 compared to 500,000 in 2007. Cost effective CNG bike, attracting industries. High Petrol Prices
SWOT ANALYSIS THREATS Competitors launching new models with stress on reduced price. New competitors bike can enter into CNG segment with high budget.
TARGET MARKET ANALYSIS Banks. Pharmaceutical Companies. Restaurants. Sales Organizations. Courier Companies.
TARGET MARKET ANALYSIS Approximately 35 Banks in Pakistan. 885 Nationwide branches (ABL). Standard Chartered (34 cities). 108 Pharmaceutical Companies in Karachi. 20 Branches of KFC in Karachi. 100’s of Sales Organizations. TCS has 5000 employees.
SEGMENTATION Working Class. Measurable, Relevant & Operational.
POSITIONING Functional Positioning. More for less Positioning Strategy.
PRODUCTION PLAN Manufacturing Process Physical Plant Machinery & Equipment. Raw Material Suppliers
OPERATIONAL PLAN Services at Karachi, Lahore & Peshawer. Nation wide Network Just in Time (JIT) Supply & Value Chain
MARKETING PLAN
MARKETING PROCESS PRODUCT TACTICS. PRICING STRATEGY. ACTION PLAN. BUDGETING. MEASUREMENT. CONCLUSION.
PRODUCT TACTICS First time CNG bike in Pakistan. Durability & Reliability. Low development cost. Low maintenance cost. Easy availability of spare parts. EIV for the first time in CNG bikes.
PRICING STRATEGY COMPETITOR BASED PRICING STRATEGY Reasons: Large number of competitors. Price reduction by competitors. Monopolistic competition situation. Low priced Chinese brand.
TWIN RIDER VS COMPETITORS PRICES. Serial no. Manufacturer
Brand
Price in PKR
1.
Atlas Honda
CD 100
60,000
2.
Yamaha
Royale 100
55,000
3.
Yamaha
Excellence 100
57,000
4.
Suzuki
Shogun 100
59,000
5.
Suzuki
Sprinter 110
60,000
6.
Qingqi
QG-100
40,000
7.
Twin Rider
TR-100
40,000
MARKET PENETRATION PRICING Twin Rider sets market penetration pricing strategy in order to Capture the market share. Attract large number of customers.
PROMOTIONAL STRATEGY Trade Shows. Catalog & Data Sheet.
ACTION PLAN LAUNCHING Introducing CNG bike when petrol prices are on fire. VENDORIZATION Higher profit margin by getting support from more vendors in future.
ACTION PLAN NEW BRANDS Penetration into attractive and vacant segment like Twin Rider the concept of CNG bike. EXTENSIVE PROJECTS Meeting high demands, increase profit and more contribution in economy.
BUDGETING Serial no.
Budget Allocated for
Amount in PKR
1.
Total Budget
500 Million
2.
Plant assets+Assy plant
250 Million
3.
Marketing &Advertising 50 Million
4.
After Sale Service
1
5.
Development
150 Million
Million
MEASUREMENT Twin Rider’s points of measurement are Target is sales of 50,000 for 1st year. Company profit should be 15%. Customers satisfaction surveys. Market Leadership through CNG bike. More innovative Products
FUTURE PLAN Increased Volume Low Cost Supplier Technological Innovations Merger
FINANCIAL PLAN Total Fixed Cost for 1st Year = Rs. 620 Million Variable cost / Unit = Rs. 15000/unit S.P / Unit = Rs. 40000. Break Even Point for 1st Year = TFC/(S.P/Unit-V.C/Unit) or TFC/Contribution Margin Q (Break Even) = 620000000/(40000 – 12000) = 24800 Units. Q b.e In Rs = 24800 * 40000 = Rs. 992 Million Our Target for 1st year = 50000 bikes Sale
FINANCIAL PLAN CEO Break Even Point (Dir Tech & SCM)
2500000000 2000000000
TFC Dir Mktg & Admin. TC TR
1500000000 Dir Finance & Prod 1000000000 500000000 0
0
1
5000
2
10000
3
20000
4
24800
5
30000
6
50000
7
PRACTICAL EXAMPLE Cost of 1 lt. Petrol = PKR 65.89 Cost of 1 Kg CNG = PKR 37 In 1 lt. Petrol = 45 Km In 1 Kg CNG = 80 Km Paying PKR28.89 LESS & Travelling 35Km MORE
PRACTICAL EXAMPLE On Average: 1 Rider travels 1000Km / Month. 22.5 lt. on Petrol bike. (Cost PKR 1482.5) 12.5 Kg on CNG bike. ( Cost PKR 465 ) SAVINGS PER RIDER PKR 1017.5
PRACTICAL EXAMPLE Considering TCS with 2000 Riders. 2000 * 1017.5 * 12 = PKR 24,420,000 Total Cost of 2000 Bikes = PKR 80,000,000 Average Life = 4 years 4 * 24,420,000 = PKR 97,680,000 TOTAL SAVINGS = PKR 17,680,000
THANK YOU
HOW CNG BIKE IS AN INDUSTRIAL PRODUCT?
MISSION STATEMENT We ride in the eyes of our customer by delivering quality and environmental friendly product.
VISION STATEMENT To bring a change and innovation in the present market by meeting industrial customer’s requirement and setting higher standards of our product. And bringing new products for different segment with capturing maximum market share.
SCHEME OF PRESENTATON INTRODUCTION. STATEMENT OF FINANCING NEED. EXTERNAL ENVIRONMENT ANALYSIS. INDUSTRY & COMPETITOR ANALYSIS. COMPANY ANALYSIS SWOT. SEGMENTATION.
SCHEME OF PRESENTATON PRODUCTION PLAN. OPERATIONAL PLAN. MARKETING PLAN. PRODUCT TACTICS. PROMOTIONAL TACTICS. FINANCIAL PLAN & BUDGETING.
INTRODUCTION Twin Rider Ltd Pakistan based Company. 100cc CNG bike. Local manufacturing capabilities. Partnership Based.
FINANCING 60% Equity. 40% Debt. Government Support
SALE’S TREND & EXTERNAL ENVIRONMENT ANALYSIS 2003-07 MODEL
2003/04
2004/05
2005/06
2006/07
HONDA
90,064
117,209
190,395
300,000
YAMAHA
24,500
29,000
46,673
60,000
SUZUKI
5,000
5,000
9,082
20,000
CHINESE
9,000
35,000
109,932
120,000
TOTAL
128,564
186,209
356,082
500,000
SALE’S TREND & EXTERNAL ENVIRONMENT ANALYSIS 2003-07 Sales Trends of the Industry (in Units) 350,000 300,000 250,000 200,000
HONDA 150,000
YAMAHA SUZUKI
100,000
CHINESE
50,000 0 2003/04
2004/05
2005/06
2006/07
MARKET SHARE
24% 60%
Honda 4%
12%
Yamaha Suzuki Chinese
INDUSTRY ANALYSIS Price Cut downs Extreme Competition CNG Bike (New Venture) High Demand Market Growth Economic Boost
SWOT ANALYSIS STRENGTHS Product: First time CNG bike in Pakistan. Low development cost. Low maintenance cost. Easy availability of spare parts.
SWOT ANALYSIS Price: Very competitive price. Reasonable price of spare parts. Place: Major towns and cities of Pakistan.
SWOT ANALYSIS People: Highly qualified,committed staff. Technological and managerial expertise. Trainings & R & D.
SWOT ANALYSIS WEAKNESSES Limited Investment. No safety measures installed against bike snatching. Giant Competitor Entry
SWOT ANALYSIS OPPORTUNITIES Growing market for motorcycle – Estimated bikes 600,000-650,000 by the end of 2008 compared to 500,000 in 2007. Cost effective CNG bike, attracting industries. High Petrol Prices
SWOT ANALYSIS THREATS Competitors launching new models with stress on reduced price. New competitors bike can enter into CNG segment with high budget.
TARGET MARKET ANALYSIS Banks. Pharmaceutical Companies. Restaurants. Sales Organizations. Courier Companies.
TARGET MARKET ANALYSIS Approximately 35 Banks in Pakistan. 885 Nationwide branches (ABL). Standard Chartered (34 cities). 108 Pharmaceutical Companies in Karachi. 20 Branches of KFC in Karachi. 100’s of Sales Organizations. TCS has 5000 employees.
SEGMENTATION Working Class. Measurable, Relevant & Operational.
POSITIONING Functional Positioning. More for less Positioning Strategy.
PRODUCTION PLAN Manufacturing Process Physical Plant Machinery & Equipment. Raw Material Suppliers
OPERATIONAL PLAN Services at Karachi, Lahore & Peshawer. Nation wide Network Just in Time (JIT) Supply & Value Chain
MARKETING PLAN
MARKETING PROCESS PRODUCT TACTICS. PRICING STRATEGY. ACTION PLAN. BUDGETING. MEASUREMENT. CONCLUSION.
PRODUCT TACTICS First time CNG bike in Pakistan. Durability & Reliability. Low development cost. Low maintenance cost. Easy availability of spare parts. EIV for the first time in CNG bikes.
PRICING STRATEGY COMPETITOR BASED PRICING STRATEGY Reasons: Large number of competitors. Price reduction by competitors. Monopolistic competition situation. Low priced Chinese brand.
TWIN RIDER VS COMPETITORS PRICES. Serial no. Manufacturer
Brand
Price in PKR
1.
Atlas Honda
CD 100
60,000
2.
Yamaha
Royale 100
55,000
3.
Yamaha
Excellence 100
57,000
4.
Suzuki
Shogun 100
59,000
5.
Suzuki
Sprinter 110
60,000
6.
Qingqi
QG-100
40,000
7.
Twin Rider
TR-100
40,000
MARKET PENETRATION PRICING Twin Rider sets market penetration pricing strategy in order to Capture the market share. Attract large number of customers.
PROMOTIONAL STRATEGY Trade Shows. Catalog & Data Sheet.
ACTION PLAN LAUNCHING Introducing CNG bike when petrol prices are on fire. VENDORIZATION Higher profit margin by getting support from more vendors in future.
ACTION PLAN NEW BRANDS Penetration into attractive and vacant segment like Twin Rider the concept of CNG bike. EXTENSIVE PROJECTS Meeting high demands, increase profit and more contribution in economy.
BUDGETING Serial no.
Budget Allocated for
Amount in PKR
1.
Total Budget
500 Million
2.
Plant assets+Assy plant
250 Million
3.
Marketing &Advertising 50 Million
4.
After Sale Service
1
5.
Development
150 Million
Million
MEASUREMENT Twin Rider’s points of measurement are Target is sales of 50,000 for 1st year. Company profit should be 15%. Customers satisfaction surveys. Market Leadership through CNG bike. More innovative Products
FUTURE PLAN Increased Volume Low Cost Supplier Technological Innovations Merger
FINANCIAL PLAN Total Fixed Cost for 1st Year = Rs. 620 Million Variable cost / Unit = Rs. 15000/unit S.P / Unit = Rs. 40000. Break Even Point for 1st Year = TFC/(S.P/Unit-V.C/Unit) or TFC/Contribution Margin Q (Break Even) = 620000000/(40000 – 12000) = 24800 Units. Q b.e In Rs = 24800 * 40000 = Rs. 992 Million Our Target for 1st year = 50000 bikes Sale
FINANCIAL PLAN CEO Break Even Point (Dir Tech & SCM)
2500000000 2000000000
TFC Dir Mktg & Admin. TC TR
1500000000 Dir Finance & Prod 1000000000 500000000 0
0
1
5000
2
10000
3
20000
4
24800
5
30000
6
50000
7
PRACTICAL EXAMPLE Cost of 1 lt. Petrol = PKR 65.89 Cost of 1 Kg CNG = PKR 37 In 1 lt. Petrol = 45 Km In 1 Kg CNG = 80 Km Paying PKR28.89 LESS & Travelling 35Km MORE
PRACTICAL EXAMPLE On Average: 1 Rider travels 1000Km / Month. 22.5 lt. on Petrol bike. (Cost PKR 1482.5) 12.5 Kg on CNG bike. ( Cost PKR 465 ) SAVINGS PER RIDER PKR 1017.5
PRACTICAL EXAMPLE Considering TCS with 2000 Riders. 2000 * 1017.5 * 12 = PKR 24,420,000 Total Cost of 2000 Bikes = PKR 80,000,000 Average Life = 4 years 4 * 24,420,000 = PKR 97,680,000 TOTAL SAVINGS = PKR 17,680,000
THANK YOU
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