“BRANDING PROCESS

OF SUZUKI LIANA”
BY:
SYED AKBER SHAH
ERUM SHAUKAT
SANA MAJEED

Page
Contents
Acknowledgement.......................................................................................................................................3
LETTER OF TRANSMITTAL............................................................................................................................4
EXECUTIVE SUMMARY:................................................................................................................................5
HISTORY OF PAK SUZUKI..............................................................................................................................6
OUR VISION:................................................................................................................................................7
OUR MISSION:.............................................................................................................................................7
MANAGEMENT:...........................................................................................................................................8
MARKETING DEPARTMENT:........................................................................................................................9
MARKET DESCRIPTION:.............................................................................................................................10
ABOUT LIANA:...........................................................................................................................................11
Introduction Of LIANA...........................................................................................................................11
Marketing mix of Suzuki Liana:..................................................................................................................12
Product..................................................................................................................................................12
PRICE:....................................................................................................................................................13
PROMOTION..........................................................................................................................................14
DISTRIBUTION........................................................................................................................................19
BRAND DESIGN:.........................................................................................................................................19
LAUNCHING CEREMONY OF LIANA:...........................................................................................................24
Corporate Advertisements:.......................................................................................................................25
Similarities:...............................................................................................................................................26
Dissimilarities............................................................................................................................................26
 Acknowledgement

We are thankful to Allah WHO gives us the strength and knowledge to complete our task. 

We are very thankful to our teacher who gave us directions of how to take first step toward
success and achieve our goals.

In the last, we want to appreciate and thank Mr. Shaukat who has given us time and helped a
lot to complete this task.
 LETTER OF TRANSMITTAL

To,

Saqib Uddin

Faculty Member

PAF-KIET ( City Campus)

Karachi.

Respected sir,

This is the project of our finding from the work that we have completed during this semester
and put all mour efforts to established a good informative report. We completed the report on
schedule and met all the proposed objectives within the allotted time .

(Thank you)

Sincerely,

Sana Majeed

Erum Shaukat

Syed Akber Ali Shah.

EXECUTIVE SUMMARY:

Pak Suzuki Motor Company Limited was formed in 1982, a joint venture between Pakistan
Automobile Corporation and Suzuki Motor Corporation (SMC) - Japan. The Company was
incorporated as a public limited company in August 1983 and started commercial operations in
January 1984. Suzuki is built on the idea of a responsible corporate citizenship thereby
managing environmental, safety & occupational health matters as an integral part of our
business.

Suzuki first offered the Liana for sale as a 2001 model. It was a direct replacement to the Suzuki
Esteem sedan (alternately known as the Suzuki Baleno). The Liana was offered as a traditional
four-door sedan as well as a five-door hatchback with an interior space notable for being larger
than most compact cars. Pak Suzuki has introduced four different models under the same brand
name.

Suzuki Liana is available in three different variants i.e. 1.3 LXI, 1.2 RXI and 1.6 eminent. Although
this car has all modern safety and comfort features but failed to make success in market.

LIANA is distributed through 2 different channels: Distribution channel and Authorized Dealer.

Objective of LIANA is to create a market niche for luxury customers with upgraded features and
CNG.

Corporate level objectives are:

Enhancement of Corporate Image

Customer Satisfaction and Trust in Suzuki Products

HISTORY OF PAK SUZUKI

Pak Suzuki Motor Company Limited was formed in 1982, a joint venture between Pakistan
Automobile Corporation and Suzuki Motor Corporation (SMC) - Japan. The Company was
incorporated as a public limited company in August 1983 and started commercial operations in
January 1984. The initial share holding of SMC was 25% which was gradually increased to
73.09%.
Pak Suzuki is pioneer in Automobile Business having the most modern and the largest
manufacturing facilities in Pakistan with an Annual production capacity of 150,000 vehicles. The
vehicles produced include cars, small vans, Pickups, Cargo vans and Motorcycle. Pak Suzuki
holds more than 50% Market Share.
Following the aggressive policy of Indigenization, Suzuki vehicles have a healthy local content
up to 72%. This was made possible by strong support of our vendors.
Pak Suzuki has the largest Dealers network offering 3S (Sales, Service and Spare Parts) facilities
across Pakistan. Caring for the Environment Pak Suzuki was pioneer in introduction of Factory
fitted CNG vehicles. Pak Suzuki always endeavors to go aggressively for the sound development
of the society by increasing motorization, industrialization and creating job opportunities thus
improving the people’s living standards with the combined efforts of all the dealers, vendors
and Pak Suzuki employees.
Pak Suzuki is also exporting Suzuki Ravi pickup, Liana and components to Bangladesh and
Europe thus earning precious foreign exchange for the country.

PSMC is serviced by over 182 active vendors who are engaged in the local manufacture and supply
Of automotive parts to the company.

OUR VISION:
 To be Excellent All Around.

OUR MISSION:
 To provide vehicles of international quality at competitive price.
 To improve skills of employees by imparting training and inculcating in them
sense of participation.
 To achieve maximum indigenization and promote the automobile vending
industry.
 To contribute to Pakistani society through development of industry in general
and automobile industry in particular.
,

MANAGEMENT:

BOARD OF DIRECTORS:
Mr. Hirofumi Nagao Managing Director & CEO
Mr. Satoshi Ina Deputy Managing Director
Mr. Hidekazu Terada Director
Mr. Jamil Ahmed Director
Mr. Mumtaz Ahmed Shaikh Director
Mr. Kenichi Ayukawa Director
Mr. Wazir Ali Khoja Director

CFO & COMPANY SECRETARY:

Mr. Abdul Hamid Bhombal
MANAGEMENT WORKING:
Suzuki is built on the idea of a responsible corporate citizenship thereby managing
environmental, safety & occupational health matters as an integral part of our business. In
fulfilling this responsibility Pak Suzuki adheres to the following principles:

 We are committed to provide top quality products to the satisfaction and requirement
of our customers.
 We conduct our operations in compliance with applicable environmental, occupational
health & safety laws and regulations.
 We recognize the interrelationship between energy and the environment, and we
promote the efficient use of energy throughout our system.
 We ensure safe disposal of waste generated from our facility.
 We minimize the discharge of waste materials into the environment by utilizing
responsible pollution control practice.

MARKETING DEPARTMENT:
At present, the whole range of the Suzuki products currently marketed in Pakistan is being
produced at the Bin Qasim plant.

General Manager Marketing Azam Mirza

Senior Manager Marketing Syed Shaukat Ali

Deputy Manager Marketing Danish Dalia

Assistant Manager Marketing Sohail Mirza

MARKET DESCRIPTION:
MARKET SEGMENT

In consumer market Pak Suzuki focuses on following segments.

DEMOGRAPHICS PRIMARY MARKET SECONDARY MARKET

Age 18-59 60+

Gender Male Female

Family Size 1-5 5+

Social Status Upper class, middle Middle class

Upper

Occupation Business owners, Managers Self employed officials

Family Lifecycle young singles, young married, old singles, old married, married couple
with children, old married with Childs

GEOGRAPHIC:

Country Pakistan

Country region Urban, Rural

Developed

And modern

Areas

BEHAVIORAL:

People that try new things show off

Luxury and stylish vehicle adventures

Influenced by technology careful about environment

ABOUT LIANA:
Introduction Of LIANA
Suzuki first offered the Liana for sale as a 2001 model. It was a direct replacement to the Suzuki
Esteem sedan (alternately known as the Suzuki Baleno). The Liana was offered as a traditional
four-door sedan as well as a five-door hatchback with an interior space notable for being larger
than most compact cars. The Liana featured a front engine/front-wheel drive configuration

Dimensions
The Suzuki Liana was a compact car. Its wheelbase was 97.6 inches and the length of the car
was 166.5 inches in the hatchback configuration, 171.3 inches as a sedan. The hatchback was
also 61 inches tall as opposed to the sedan's 60.4-inch height. Both versions of the Liana were
66.5 inches wide and featured a modestly sized 13.2-gallon fuel tank.
Engines and Power
Suzuki offered the Liana with a 1.3-liter inline four-cylinder engine, as well as a larger 1.6-liter
version. A 145-horsepower 2.0-liter engine was available in models sold in North America as the
Suzuki Aerio. All Lianas came standard with a five-speed manual transmission, with an option of
a four-speed automatic gearbox. Choosing the automatic transmission also gave buyers the
option of all-wheel drive.
Evolution
Suzuki overhauled the Liana in 2004, offering it with a new 1.4-liter, 89-horsepower diesel
engine that featured a turbocharger and direct injection. The Liana's body was also restyled to
give it a more modern look. This version of the Liana became an attractive option to customers
seeking a low-cost auto, as it was priced significantly below other family-oriented compact cars,
especially in the European market.
Discontinuance
Despite the popularity of the Liana (especially the all-wheel drive version), Suzuki began to move it aside
to make room for newer models starting in 2007. For the 2007 model year, the Liana was available only
as a sedan, and the SX4 hatchback went on sale. In 2008 the Liana was discontinued altogether with the
arrival of the similar SX4 sedan
Marketing mix of Suzuki Liana:
 Product

 Price

 Promotion

 Place.

Product
Suzuki Liana is available in three different variants i.e. 1.3 LXI, 1.2 RXI and 1.6 eminent. Although
this car has all modern safety and comfort features but failed to make success in market. The
main reasons of its failure are its ordinary looking exterior design and high price. Available in 7
different colors this sedan car is one of the most badly designed cars of Suzuki Motors.

Classification Of LIANA:

Liana takes you out of the ordinary and into a realm where your imagination and sense of
adventure have free reign. On one level, it’s everything you’d expect of a Suzuki: stylish,
immaculately engineered ad uncommonly versatile.

On another level, it’s something entirely different, a car that in style, dimensions
and comfort will inspire you to see every day as an open door to a new age.
Pak Suzuki has introduced four different models under the same brand name
Liana:

1. LIANA RXI:
 Engine power M13A (13 cc)
 Steering rack and pinion
 Fuel Tank. Capacity of 50 liter per Body colored outside door handle
 5 seater feature
 GAS cylinder for CNG version contains 60 liters capacity
 2. LIANA LXI:
 Engine power M13A (13CC)
 Body colored outside door handle
 Steering is rank and pinion
 Fuel tank contains capacity of 50 liter
3. LIANA EMINENT:
 Engine power M16A (16CC)
 4 automatic gears
 Steering is rank and pinion
 Fuel tank capacity is 50 litres
4. LIANA SPORT:
 Engine power M13 (1300CC)
 New 15 inch alloy wheel
 Steering is rank and pinion
 Rear comb lamp garnish
 Fuel tank capacity is 50 liter

PRICE:
COMPETITORS OF PAK SUZUKI:
BRANDS COMPANY

 Toyota/Daihatsu Indus Motor Company

 Honda Honda Atlas Cars Ltd.
 Hyundai Dewan Farooque Motors
 Mitsubishi Mitsubishi Company LTD.
 Adam motor Adam Motor Company
 KIA KIA Motor Company
 Nissan Nissan Motor Compnay

COMPETITORS OF LIANA:
MAKE MODEL ENGINE POWER PRICE

Toyota corolla-XLI 1300CC 879,000

Toyota Corolla-GLI 1300CC 969,000

Honda City-EXIS 1300CC 880,550

Honda City-V ARIO 1300CC 930,000

Mitsubishi Lancer-GL 1300CC 969,000

Mitsubishi Lancer-GLX 1300CC 999,000

Nissan Sunny-EXS 1300CC 1,125,000

Nissan Sunny-EXS 1300CC 1,149,000

PROMOTION
Promotional initiatives:
100,000 units sales celebrations December 2006

OBJECTIVE

 Strongly appeal the record sales achievement

 Enhancement of Customer Satisfaction and Trust

RESULT

 Feedback: Positive results for CS, Development of Customer Data base, Increased contact with
Suzuki Dealerships. Over 25,000 entries recorded.
Product Advertisements:
 LIANA LXi CNG version Sept
06

Objective: Create a market niche for luxury customers with upgraded features and CNG

Result: till end of Dec. 06. Sales = 336 units in 3 months

Advertisement Spend:
 RS.270

RS.12

2005
2006

TARGE ACHIEVEMEN
T T
110,00 112,173
0
MAGAZINES ADVERTISEMENT:
DISTRIBUTION
LIANA is distributed through 2 different channels.

1. Authorized 3s dealer

Authorized dealers provide three types of services all over the Pakistan under one roof:

 Sales
 Services
 Spare parts
2. Non-authorized dealer
Many non-authorized dealers also contain Liana due to profit margin that they
can get from ON PRICE on Liana.

BRAND DESIGN:
 SPECIFICATIONS

Model LIANA (CBU)

   Version 1.6 MT 1.6 AT

Basic

   Exterior L/W/H (mm) 4350/1690/1545

   Interior L/W/H (mm) 1890/1400/1275

   Wheelbase 2480

   Engine type M16A

   Displacement (cc) 1586

   Maximum horsepower (kW/rpm) 76/5500

   Maximum torque (Nm/rmp) 144/4000

   Feul system MPI

   Transmission 5MT 4AT

   Brakes (FR/RR) Ventilated Disc/Drum

   Feul tank capacity 50L

Exterior

   Side protection moulding Coloured Coloured

   Outside door handle Coloured Coloured

   Licence plate ganish Coloured Coloured

   Wheel rims Alloy Alloy

   Wheel caps - -

   Tyre size 195/55R15 195/55R15

   High-mounted stop lamp 0 0

   Fog lamp (Driving lamp) 0 0

   Window screen Wipers (speed/mode) 2 Speed+Int 2Speed+Int

   Rear window demister 0 0

Interior

   Air conditioner 0 0

   Heater 0 0

   Antenna Glass embedded

   Stering audio switch 0 0

   Speakers 4 4

   Power door locks 0 0

   Power outside mirrors Coloured Coloured

   Power steering 0 0

   Power window 0 0

   Key/less remote entry 0 0

   Digital clock 0 0

   Outside temprature guage 0 0

   Tripmeter 0 0

   Shift position indicator - 0

   Light-off reminder 0 0

   Key reminder 0 0

   Feul warming indicator 0 0

   Day/night mirror 0 0

   Sun shade print on front windshield 0 0

   Tilt steering 0 0

      Urethane steering wheel 3-spoke 3-spoke

   Driver seat hieght adjuster 0 0

   Front map light 0 0

   Accessory socket I/P Center I/p Center

   Driver's seat armest - 0

   Foot rest 0 0

   Front door pockets 0 0

   Front seat back pocket 0 0

   Rear seat center armrest 0 0

   Rear head restriants 0 0

   Seprate folding rear seat 0 0

   Cigrate lighter 0 0

   Ashtray FR&RR FR&RR

   Cup holders FR2/RR1 FR2/RR1

   Remote fuel lid opener 0 0

   Trunk lid opener 0 0

COLOURS:
LAUNCHING CEREMONY OF LIANA:

Corporate Advertisements:
Direction / Theme

 Enhancement of Corporate Image

 Customer Satisfaction and Trust in Suzuki Products

 Similarities:

Situational Analysis is done as taught in the course.

Designing brand logo selecting colors are the same as in course.

Brand essence brand id and brand promises are made same as in the course.
Company does Situational Analysis time to time to analyze the external and internal
environment.

Selecting among the brands like development

Dissimilarities

In theory it is taught that company do all the things in a process and systemically.

Like branding processes. Brand building efforts

In many cases company in order to compete in market they do some on the spot advertising.

Things happen spontaneously it means they do some cut in pricing as competitor do.

Over all we can say that 60% is the similar things that are followed by company