Revos Re-launch

Terms of Reference

Group Members:
Anam Alam
Asad Abbas
Noman Naeem
Sana Zahra Ahmed
Tooba Ashfaq

REVO!!!

About Omar Jibran Engineering

Automobile parts manufacturer for almost all vehicles being

assembled in Pakistan.

Around 70% of Mehrans parts were also supplied by Omer Jibran.

About Revo And What Went Wrong

About Revo

Launched in 2005

Stopped in 2006

Low-cost compact car

Caters to lower and middle
segments of urban areas of
Pakistan.

Issues

Sold 700 only cars (opposed to

5000 aimed)

Customer Service

Quality

Government expectations

Mehran

Vision

To evolve Revo car and relaunch it as a solely Pakistani-made car

for lower and middle tier segments (SEC B & C).

This car will be fuel efficient and have a better look than its
competitors.

Project Objectives
To determine:

Challenges faced by the brand at the launch

phase;

Consumer perception of brand Revo;

The price point of brand Revo;

Give recommendations with respect to product

design and pricing, based on the findings and
analysis of the above three factors.

Scope of the Project

At present, company has factories in Karachi and Lahore.

Our research will be carried out in the major cities, Karachi,
Islamabad, and Lahore.

Based on our secondary research, we may focus on those

areas where brand Mehran has not penetrated that well.

Revo will have a high chance of acceptance and a

successful entry in these areas.

Research Methodology
Secondary
Research

Primary
Research

Analysis

Scholarly-reviewed articles
Case studies
Research on direct and indirect competitors

Target market segmentation will be ownership-wise

Three focus groups:
males who drive cars similar to Revo
males who drive expensive cars
males who drive motor cycles
Indepth interviews with car dealers in three major cities
Questionnaire surveys (500-600)
In-depth interviews and surveys will be conducted face-to-face, telephonic, and through the
internet

Analysis will be done using SPSS

Time Selection

Budget
The expenses incurred during our research will include:

Traveling expenditure

Arrangements of focus groups and interviews

Stationery expenditure

Risks and Constraints

Time horizon and the risk of overrunning it .

Changing global economic conditions, which might affect our analysis of

Revos pricing strategies.

Political instability, which would hinder our schedules of Market

research.

Sampling errors.

Limited budget and the risk of overrunning it.

Threat from competitors (especially Suzuki Motors).

Privacy / Confidentiality issues.

THANK YOU!!

APPENDIX

Brand Price-Competitors