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Zain Advertising Assignemnt 18 Nov

The document summarizes key measures, consumer behavior, and communication strategies for two transportation market segments: cars and bikes. Cars have a larger but slower growing market segment than bikes. Car consumers seek comfort and safety, are more loyal but price sensitive, and prefer multiple retail outlets. Bike consumers are younger males seeking affordability and convenience. Both use TV, internet, and outdoor advertising but cars emphasize technology while bikes focus on design, R&D, and brands.

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57 views2 pages

Zain Advertising Assignemnt 18 Nov

The document summarizes key measures, consumer behavior, and communication strategies for two transportation market segments: cars and bikes. Cars have a larger but slower growing market segment than bikes. Car consumers seek comfort and safety, are more loyal but price sensitive, and prefer multiple retail outlets. Bike consumers are younger males seeking affordability and convenience. Both use TV, internet, and outdoor advertising but cars emphasize technology while bikes focus on design, R&D, and brands.

Uploaded by

TAYYABA AMJAD L1F16MBAM0221
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Automotive Industry

KEY MEASURES “Cars” “Bike”


Market Segment 1 Market Segment 2
Segment size measures Estimated at around Estimated at around
1,000,000 people across the 15,000,000 people across the
country country

Segment growth rate 2.9% increase in last 5 years 16% increase in last 5 years

Proportion of the overall 18% of all consumers 32% of all consumers


market

CONSUMER BEHAVIOR

Main consumer needs Want a feel comfortable and Adorable for the students
drive safe

Usage level Upper class limited users High proportion of users in


daily routine

Level of brand loyalty Once these consumers are High level of switching
comfortable and committed, behavior over the availability
they display a high degree of of the product
loyalty

Price sensitivity Highly price sensitive Reasonable prices

Product involvement levels Spend more time and effort in Spend less time on the
the decision process product decision process

Retailer preferences Multiple outlets that have Multiple outlets


convenient locations
KEY MEASURES “Cars” “Bike”
Market Segment 1 Market Segment 2
DESCRIPTION
Geographic spread Urban and semi urban cities Urban and rural cities

Demographic description For both male and female Younger (aged 15 to 35) , for
males

Psychographic description Quite social, travel goals, Convenient for use,


status affordable for everyone
COMMUNICATION

Main competitive offerings Comfort-ability, leading edge Engineering and design,


technology research and development,
and brand equity.

Main media choices Internet, billboards, TV advertisement, Banners


advertisement

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