DATE: 20190910

SUBJECT: PROTON X70

TASK: TARGET MARKET

Through the years, Proton are getting their improvement from day to day. Recently the launch
of Proton X70 which are very giving high impact toward the people especially Malaysian which
most of them that sceptical with our national car’s brand. PROTON’s car quality will be
improved up to 30% to 50% using a strict system according to the international standard of
Volvo cars. .PROTON is eyeing to grab 30% market share in Malaysia and 10% of the Asian
market share in the next 10 years.

To win in outside market by comparing all the models that been promote by other cars brand
such as Honda, Toyota, Mazda which Proton cant directly compare with the all of them but
PROTON employs specific attack strategy in two key areas (1) Pricing (2) Manufacturing
Cost. They could offer lower price than competitors for a similar range of product. This is
lowered compared to Honda CR-V and Mazda CX-5, which are priced more than
RM100,000.

There are some approach that been use by Proton as to improve their people perception
and also improving Proton brand as to win the market such as

1) Low Pricing
2) Upgrading safety matter in Proton model
3) Customer Awareness through marketing communication ( Advertising )
4) Trust through relationship marketing
5) Modern market image through digital marketing
6) Test drive ( Make customer experience the Proton )

There are some reason that why people nowadays choose SUV as their cars selection, if
you can see all car brand even the sport car brand they build SUV type for their customer.
The reason why are because;

-Seat Capacity
-Load Capacity
-Capability in off-road compare to others which are on in highway or standard road
-Can encounter for any natural disaster such as flash flood
-Save in usage of gas
Now, Proton X70 target market have been divided into some of categories which are:

1) Geographical
-Region: International (2027) / Domestic Market
-Area: Urban/Rural Area

2) Demographic
-Age: 30-60
-Gander: Male and Female
-Status: Married |Full Nest II: Youngest child 6 or above
-Income: Middle and High Income
-Occupation: Employees, Professional

3) Behavioural
-Loyalty: Switcher type of customer
-Benefit of product: Price, Cost of maintenance, Safety

4) Psychographic
-Social Class: Middle and working class of customers