ACKNOWLEDGEMENTAll praises belong to almighty Allah who is the supreme authority knows the ultimate relations underlying all sorts of phenomenon going on in this universe and whose blessings and exaltation flourished our thoughts, our ambitions and our modest efforts in launching the ELECTRONIC BIKES (E-BIKES) in Pakistan. We also offer our humblest thanks to HOLY PROPHET HAZRAT MUHAMMAD (PBUH) who is the forever torch of guidance and knowledge for humanity as a whole. We deem it our utmost pleasure to avail this opportunity to express gratitude and deep sense of obligation to our respected Aly Raza Syed for his valuable and dexterous guidance, scholarly criticism, untiring help, compassionate attitude, kind behavior and moral support. Through the Project he helped us and guided us in every aspect, as that was a very new experience for us.

BRIEF INTRODUCTIONThe face of auto industry that was redefined with the invention of fuel-efficient fourstroke engine technology is all set to see dawn of a new era in two-wheeler industry. It's not petrol or diesel or any other fuel, but its electricity that will initiate a revolution in two-wheeler industry in Pakistan. We have introduced the new idea of Electric Bikes that are very popular means of personal transport in the developed countries like America, Japan and China. With the rising cost of fuel at International and national level, increasing levels of pollution and clogging in transport system specially in town areas, higher running and preservation cost of vehicle, the electrically charged bikes have very bright future in area of personal transportation. The name of our e-bike is Bit - Bike. We have introduced some models of e-bikes which are not only noiseless and zero- emission vehicles but they cost you much lesser. The electric vehicle (EV) technology comes with a complete power pack, which consists of ultra motor, electronic controller, specialized battery and charger. The technology is provided by Ultra motor that has been already tested. So its safe. The Impulse Inertia technology used in it provides much higher torque to the bike. Thus there is less worry on the part of the driver except controlling it. This electronic vehicle is coupled with the advantage of windings and water proofing. But it will take time to give it a real test when it will face the Pakistan environment. As it comes with a one year warranty the chances are high to get an initial success on the Pakistan roads, moreover the cost is too low. Though it seems the idea is good but a complete success has to be measured on Pakistani roads.

INNOVATION

Different Features:n n n n n

Charged on battery ( petrol free ) Cheaper As Compared to Other Bikes Noise Free Automated Functions Comfortable Ride

We have launched our electronic bike in four attractive colors.n n n n

RED BLACK PINK BROWN

Now we will explain the reasons for these selecting these colors:Red color is the standard color used in bikes on road e.g. Honda, Yamaha, and Kawasaki etc. It also looks very neat and eye catching also and most of the boys who are very formal, studying in colleges and universities like red color. The boys who are very fashion oriented and stylish and like to be casual are often seen enjoying ride with their friends like Black color. The Pink color is launched especially for girls because most of the girls like pink color and this color also reflect feminist. The Brown color is liked by the boys who have age less than 18 years. This would help the customers to choose their e-bike according to their personality and liking.

DIFFERENTIATIONAs in the auto market of Pakistan, there has no such bike been introduced that works through electricity that is what makes our product different from other bikes. BIT-BIKE has all those features that are completely different from other bikes that run on petrol, gas and diesel.

The other points of difference BIT-BIKE has are:n n n n n n

Our product is much cheaper from other bikes. Is charged from battery. It starts automatically by simply pressing the start button. Maintenance expenses are easily affordable. It has tubeless tires. It has digital meter.

NEED GAP ANALYSISGAP Analysis is all about what customer needs and what the company is providing them. So for this reason we conducted research in the market to find that what customers are thinking about the bikes. Largely, people were not satisfied with the bikes because of maintenance expenses, the bikes were too expensive, all low quality parts available i.e. no genuine parts. So in order to meet customer requirements regarding two wheelers, we are launching e-bike that will complete the gap that restricts the product to meet the requirements of customers.

How does our product/service fulfill this need?Our product is rewarding customers by providing them with different features & colors in bike. As customers wants different features and good quality. So our product is satisfying the requirement of our customer wants for satisfying them. Secondly regarding our services, we are providing appropriate showrooms with at ease environment according to the requirements of Customer. And we are trying to give healthy environment in which every customer will be given necessary service that he requires. The customers can contact us through our telephone numbers and the calls will be free of cost. Hence our product will meet all the requirements and values of the customers.

Justification of Innovation Based on Need Gap Analysis:Our basic point is to give consumer best quality, reliability, satisfaction and concerning our product. Customers want to buy quality and affordable ride. So to meet the standards of customers, we are bringing innovative thought of bike with different features. So based on our analysis we are providing different product in the market for creating difference from other bike sellers, As the people are familiar with one kind of bike only that runs on petrol, gas and diesel and far more expensive than our product. So we are pretty much sure that our innovation will be worth and people will purchase it like hotcakes. The gap which was created in a market segment containing those people who have money to buy bikes but do not purchase because of its high maintaining expenses and the increasing prices of petrol, gas and diesel. Those people will also afford to buy our bike.

Current marketing situation expected market size and potential:Currently in market there is no showroom for electronic bikes in Pakistan. There are electronic bike providers in countries like Japan, China, India and other European countries. But in Pakistan there is no concept of electronic bikes. We are expecting a good response from people because we are providing comfortable ride, quality excellence, and unique features in a bike. We have potential to provide people with all these things that would help the customer convenience and our business run successful and profitable.

DEEP-LIST ANALYSISThe word deep list analysis stands:

DEMOGRAPHIC ENVIRONMENT ECONOMIC ENVIRONMENT ECOLOGICAL ENVIRONMENT POLITICAL ENVIRONMENT LEGAL ENVIRONMENT INFORMATIONAL ENVIRONMENT SOCIAL ENVIRONMENT TECNOLOGICAL ENVIRONMENT

These are factors which are very important in launching a new product. These factors will be further discussed relating to our product.

1. Demographic Environment: The factors included in demographic environment and are used in our product are: Youth and Old People Educational groups Job Groups and small businessmen

Youth and Old PeopleThe population in Pakistan that purchases most bikes are middle class level. Our product targeted area in middle class are the youth and accordingly to the latest research of world Pakistan has been ranked one of the top in most young labour power i.e. consisting of young people. The youth are those people who are young, energetic and very adventurous. Our product will be a complete package for them. But we have also targeted old people to an extent. The features in our product also fascinates their benefits i.e. the old people are very sensitive and not physically strong as compared to the young people. Our bike is providing them with comfortable drive and soundless pollution. There is no need for the old people to start the bike with physically hard effort i.e. striking it with their leg but need to simply press the start button and enjoy a comfortable ride.

Educational Class or GroupsThe customers who fall in the category are students of colleges and universities. The students who belong to middle class level are our main target customers. They do not to go on vans or busses anymore because they will have their favorite ride in their hands. The price is very economical and the performance will also speak for itself. When speaking about universities a majority that cannot be neglected are girls. The special thing about a bike is that it fascinates the girl party. After having interviews of girls who are studying in colleges and universities were very excited and showed their favorable response that a large numbers of girls will buy it.

Job Class and Small BusinessmanOur target market was youths but the people are working in small companies and can buy bike but cannot afford its maintenance expense are also target to some extent. Our bike will be a good ride for them and it will also safe them a lot of money in case of other bike was wasted. Small business will also be a part of our innovation customers.

2. Economical Environment:In economic environment the major factors which are of concern are as follows:

Distribution of Income

Saving Credit Availability

Distribution of IncomeIn economic environment the major concern of importance is the economic condition of the customers because it reflects the purchasing power of the customers and their moods their choices, their personality and their status. There are three markets low, middle and upper level. Our major targeting market is middle level because the share of upper and lower level is comparatively low as compared to middle level. Middle level customers are more concerned about the product by keeping in view its price.

Saving and Credit AvailabilityAs where economic conditions of customers are concerned, we are well sure of this fact that our targeting customers would have more savings because of less maintenance expenses. And more power business does not deal on credit basis. This will help our customers in making their economic background more strong and their availability of credit will also expand.

3. Ecological EnvironmentEcological Environment is mainly the external factors that may affect our business. That is true because our business could be affected due the change in external variables which are follows:

Electricity Natural Calamities Waste Management Other Factors

We will explain these factors one by one as following:Electricity The first factor in ecological environment is electricity which is facing scarce problem in Pakistan. Light is going for almost eight hours a day by this you can understand that it goes for almost half of the day. Our bike is charged by electricity and will be affected if the electricity goes again and again. For dealing with these factors we have made an innovation in our product i.e. our bike will be charged in 3 hours and will cover distance 70 k/ms. This is the difference which our product is creating on the mind of customers.

Natural Calamities Weather has also affected on our product but only to an extent for weather are in Pakistan but two main weathers are given below. I. Summer II. Winter Our product is a nature of ever green and is not that much affected by any season whether it is hot green summer or it is month of December. Our product is a necessity for the customers. Although in month of hot Summer and cold Winter with dew the use of bikes becomes less. The benefits that are provided by our product to the customers are far more superior than those of other bikes. The customers will be more attracted by our bikes. Wastage Management Another most important factor of ecological environment is the wastage management. Before starting or initiating any business proper suitable plan should be made to deal with the problem of wastage. We have decided to keep strict control on wastage control management. I.e. when the raw material is purchased or imported the material checker will check all the raw material and report in case of any defected raw material so that it could be sent back as soon as possible .any wastage in the process of making the product should be properly disposed off. Other Factors The other factors that can affect our business are Earthquakes and floods Twister.

4. Political Environment:It has political crisis since last year. Due to that crisis the economics conditions have been down to its knees and have been badly affected by whole economic setup. The fore there have been political instability among major ruling parties and due to this reason, the stock markets are going downward and foreign investors have stopped investment in our country, because of this our economy is being downward. So because of this reason, small businesses in Pakistan are greatly affected by government policies including taxes and subsidies. Government has reduced subsidies and increased taxes. So every business is being affected by this decision. Thereby political conditions should be stable to improve economic condition so that small business can also run up their business in effective way. Political environment includes rules and regulations including taxes and subsidies. 5. Legal Environment: Pakistan is an Islamic country and due to being an Islamic country the rules and regulations are also made by keeping in view our religion. Govt. has imposed ban on some products that cannot be sold in Pakistan, e.g. beer and all other products made from alcohols , meat of pig, etc. but the product that our company has launched is electronic bike and there are no such rules against it. We have been registered and authorized by ISO to manufacture and sell our product all over Pakistan. We have abided by all the legal requirements regarding our substitute competitors because initially we dont have any direct competitors in Pakistan who are manufacturing e-bike so we have this advantage but we have made plans to counter them by keeping reasonable prices and increasing benefits as the time passes. Main aim of our company is to provide the customers a product that is fully pure following the considerations of our country.

6. Informational Environment:Informational environment includes how our company collects information about: Customers Suppliers Government Regulation Policies Competitors There are different variables about which company gets information. These variables are very important because it helps company to be aware of the customer needs and to plan their strategies accordingly. Customers Customers are most important for our company. Our company gets information about the customers, so that it can design the product according to the customers wants& needs. If our company knows the needs & wants of the customers then only our company can satisfy them and that will also generate profit for the business.

Suppliers Supplies are also an important factor and if the company does not have information about their suppliers then this would create a negative impact on our production and for the company. The company has to meet all acceptations of the customers i.e. The production is dependent on the supply of raw material. If the company has enough information about its suppliers then it could differentiate between the quality of the raw material provided its different suppliers. The main goal of our company is to provide quality bike to our customers. So if not having information about our suppliers can affect the quality of our product.

Governmental Policy

Government regulations plays major role in any business. Government regulation taxes and subsidies policies. These policies have greater impact on any business; we need to get information about govt. regulations so that we can run the business according to govt. rules and regulation. We need to get information about Government Rules and regulations. Competitors Company should also have complete information about its competitors if it has to compete with its competitors. True saying who ever has more information has an edge on his competitors by the help of information about our competitors we can differentiate our products from them and this can help to increase our profit. It can also help us to improve our business strategies to grow our business. 7. Social Environment: The factors that are included in the social environment of a product are: Level of Income Literate or Educational Background Living and Working Conditions Communities

Level of Income We have targeted mainly middle level market but to some extent low and upper class level have been targeted. These people have income level 20000 or plus. Though by looking at them we have to fulfill the requirements regarding quality of our products. Our

society has comprised mostly middle class. So we targeted the middle class level of society.

Educational Background We have focused upon youngsters who are literate and well capable of understanding what they are buying and that whether it is of that worth. They would that ability to compare the quality of the products that have been sold to them. The people who are illiterate dont know what quality of a product is and cannot even differentiate the product. So thereby we have targeted educated people. Living and Working Conditions The people living in Pakistan are Muslim and they all their values and their beliefs. They have different style from people of Europe. They dislike alcoholic products. As our company have targeted middle class of the society because of being in majority, so it just to overlook their living standards and working conditions. We have opened number of small show rooms and designed our product according to the living and working condition of the people of the society. Communities Its the basic point while studying environment. Its more important to observe the values. Norms and culture of the society has great impact on our products. These communities have different lifestyles and have the different norms. Its the communities who tell the business that what is there requirement according to the new trend of the society. Because in society everyone wants that there should be innovative and different products that are launched. As community plays the major role towards the success and

failures of the business they are the ones who can recognize the products more accurately and effectively.

8. Technological EnvironmentalAs technology is increasing say by day. More and more innovative featured products are being launched. Because there had always been a great demand by customers for innovative products. We have purchase two machineries that will fix the body parts of the bike just in 15 minutes i.e. we only have to place the relevant body parts inside the machine and leave the rest on it. The machine is purchased from CHINA and it is working well condition after producing 80 bikes in almost 2days. Time taken to make 80 bikes For 1 bike =15 minutes For 80 bikes =? Converted into hours = 1200/60 = 20 hours Machine is working 10 hours in a day = 20/10 = 2 days =15* 80 = 1200 minutes

CORPORATE INTENT

Mission StatementOur mission is to provide better quality product at reasonable price targeting middle level community and to an extent upper tower community Corporate Goals & Objectives

BIT-BIKE business is to manufacture a bike and market it in a ways that would create a value which can be maintained for a long period of time for our customers. BIT-BIKE gives more preference to its customers and wants to build long relationship with them.

Here are some of its most important goals: Provide best quality ride to its customers. To increase our products line so as to give more choices to our customers. Providing safe and comfortable ride to our customers. To expand our showrooms not only in Lahore but all over Pakistan. Goals & Objectives of Sales: To increase our profit by 15% margin in the very first year of launching. To create 10% market share and working well to take it further. To increase our showroom as sale increases in potential areas.

Major Market Trends In this modern time, trend is being changing day by day: if we talk about the major market trends the people want innovation, require something new because of the advanced in European countries. The different are variables of market trends that have been discussed forward: Technology Oriented People living in Pakistan are very fond of technology and want to se it whenever given an opportunity. Our product is new door of technology for bikes. Technology has been used in every expect and now it has also been introduced in two wheelers. Fashion

Now a days people are becoming fashion oriented. As fashion is changing day by day. People attitude are also changing day by day. They like to use something new. Previously the customers who were using petrol oriented bikes are sick of them and want to try something different in bikes. The petrol oriented bikes are being used in Pakistan since many decades. So by the launched of our product i.e. bit bike that is new and innovative will become a fashion symbol and everybody will go for it.

Customers Liking and Disliking The customers liking and disliking are mattered a lot for us. We actually want to know what customer feel about our innovation or product. Till now there was no concept of whole new type of innovation in bikes hat are being manufactured since many decades. People were not given any choice and they had to buy those bikes as it was their need. Key Success Factors These are deep areas that we much focus so that to achieve our mission and vision. If there is any weakness in your key success factors your other goals would also become weak. So fix your key success factors before making other goals. These factors are as follows:n n n

Quality Innovation and Different features Easy and comfortable ride

Quality This is the factor that can lead our business to achieve its goals and objectives effectively. By this you can understand its importance. This factor can improve your product. People will be attracted to our product if we are providing them more quality.

Innovation or Different Features This is that factor which gives your product an upper hand on other present bikes. The more features will be provided to customers, the more they will pay for it.

Easy and comfortable ride The third factor of our bike is its comfortable seats that are specially designed according to the doctors direction and its spatiality is that it prevents back pain to customers even after constant ride of 9 hours. Our customers health means a lot for us.

COMPETTIVE ANALYSISThe competitive analysis is about our competitors i.e. who are our indirect competitors and substitutes competitors.n

Indirect Competitors

1 Japan ( SHEEYON ) 2 China ( YATAI ) 3 India ( ULTRA HERO ) Substitute Competitors

n

1 Honda 2 Yamaha 3 Metro

4 Shaheen

MARKET PLAN TO LAUNCHIn market segmentation the whole market is divided into different segments according to the customers needs & wants. It basically includes those groups of customers who have some needs and wants. There are four main segments that are follows:n n n n

Geographic Segmentation Demographic Segmentation Psychological Segmentation Behavioral Segmentation

Geographic Segmentation: Its basically divide the market according to geographic area nation, state, region, countries, cities. Our target area is the capital of Punjab that is Lahore. In Lahore we have selected five major areas; Barkat Market Mac load Road Saman Abad Road UET G.T. Road

These are the main areas in which we are segmenting our showrooms. This is for our short term planning but in future we are planning to expand our showrooms in major cities of Pakistan including Islamabad, Karachi etc.

Demographic Segmentation: Demographic segmentation deals with; Age Gender Income Education Occupational Social class

Age: We have targeted the two major ages according to our products. o Youngsters o Elders . Age: above 15 years 20 years. BIT-BIKE: Our product has targeted the customers who are young and who are adventurous and innovative in nature. Age: 18 years to 30 years. The professional customers are also targeted so making it for their convenience.

Age: 30 years plus Gender: Both males and females are targeted. Income: As our target is middle class and to an extent the upper class so there salary range should be at least o Minimum 20000 and above

Occupation: o Students o Professional Education: At least they should be literate so that differentiate between quality and fake. Social class: We have targeted two main classes: o Middle class

Psychographic Segmentation:It is the science of using psychology and demographics to better understand consumers. In this segmentation the buyers are divided into different groups on the basis psychology/personality, traits, lifestyles or values. The targeted groups include: Believers Strivers Makers Survivors

Behavioral Segmentation:

In behavior segmentation customers are divided according to there information about the product, attitude and response towards the product. There are different segments in behavioral segmentation which we have taken in consideration: Behavioral occasions Benefits Usage rate Loyal customers Readiness stage

Behavioral occasions: The product is not only for specific but is used for several occasions. People used it for routine and non-routine tasks. Benefits: The main benefits provided by our product are its quality, features, performance and reliability. Usage rate: Usage rate for this product is high because as it will be launched with the time passes it rate of usage will increase continuously. Loyalty status: We want to build long relationship with our customers. We emphasizes on providing quality to our customers because we dont them to shift, switch or split from our product.

Readiness stage: Our customer is aware of the product but not know it will also be launched in Pakistan so early. For making our we have made marketing plan to aware more and more customer about our product

TARGET MARKET ANALYSISBIT-BIKE aims to expand its market by promoting these different features in bit bike. Our survey has indicated that there are no other showrooms that are providing these kinds of bikes. Our product is targeting fitness, healthy and tensionless life. We are using specific technique. Product Specialization: Here we are using Product Specialization pattern of target market selection. In this pattern, we are focusing on product specialization. There is no such product available in the market. So this is our differentiation from others. We are selling these different features of bikes to several market segments. We want to create strong reputation in this specific product in the market. For that purpose we have to up-to-date with new technology and strategy to improve our product. So thats why we can provide our customers with high standards of quality of our products and services.

Product Analysis (Marketing Mix) Brand NameThe brand name of our product iss BIT BIKE

Logo

TM

Trade markOur logo is registered according to the companys ordinance 1984 and Securities and Exchange Commission of Pakistan. From SECP, our logo is registered trademark as you can see on the top right of the logo above .

FAB AnalysisFeature Low Price Attribute Affordable Benefits More people are willing to purchase our bit bikes according to the situation in Pakistan because the fuel prices are touching the sky.

Driving

Self Start

self start by pushing the button and the bike will start our bit bikes is

Weight

Light

are light

weight. They can be moved easily from any place to

Speedometer

Digital

another. the speed in digits as well as the battery level gauge and indication of gear in which the bike currently is.

Product RangWe have offering only one product Bit Bike. Which is totally electric chargeable. We offer bit bike in different colors. Red, Black, Pink and Brown .We wants to awareness to our customers. In future our product developed market in Lahore, Islamabad, Karachi and other cities of Pakistan.

Placement Strategies:Whole Selling We do not have any whole seller because we have our own showrooms and our own employees are running that. Distribution (Direct vs. Indirect) We have selected direct distribution strategy for our product. We are selling our product directly to our customers .Customers can visit our showrooms and they can directly purchase bit bike from us. Retailing Retailing means selling your goods and services directly to your customer. We are selling our bit bike directly to our customer at our showroom. We have no concept of whole selling. We sell directly to our customers. Because we are providing goods and services at our showrooms we directly purchases raw material from our suppliers directly. Channels of Distribution: Channels of distribution mean what channels we are using to sell our product. We are using selective channels of distribution.

Selective channel distribution means that we have limited showrooms in Lahore and opened in selective areas. After targeting Lahore, we will introduce our product in other cities of the country. Through selective channel of distribution: PROMOTION STRATEGIES: In the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Promotion plays a vital role in creating a specific image in its customers minds. According to one marketing expert, Marketing is not a battle of products; its a battle of perceptions We will be doing promotion through these attributes: Product Positioning Strategy: Positioning is the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market. Factors that are valued by consumer while making decision are; Price Quality Availability Durability Warrantee So we are launching our product with reasonable price, fine quality, easy availability, and good durability for designing the products offering in the minds of our target customers. In the past there was no such idea about chargeable bikes in Pakistan so our product has great value in the market. Unique Selling Proposition (USP): What is USP? Unique: It clearly sets you apart from your competition, positioning you the more logical choice. Selling: It persuades another to exchange money for a product or service. Proposition: It is a proposal or offer suggested for acceptance.

USP is unique selling proposition that we are launching a product which no one else is giving in the market. Credible uniqueness such as, "Our product is the only one that offers dynamic experience on the e-bike is appealing to the market. Advertising Strategy: There are two strategies for advertisement. Above The Line Below The Line

We are starting new business and right now we dont have that much budget, so we are using this below the line strategy. According to our budget, we are using brochures to advertise our products. We distribute our brochures in different schools, colleges, universities and buses. We are also continuous our advertising campaign through banners in different places like Kalma Chowk, Campus Stop, Multan Chungi, Anar Kalli, near UET and Akbar Chowk. . Here more of the customers are being attracted toward our product. These marketing strategies would help customer for more awareness. As we are targeting Lahore only, so thats why we are marketing via broachers, banners. As advertising on local T.V. cable networks and F.M. stations is not too expensive so we also decides to use local T.V. cable networks and local F.M. stations. As more and more customers are conscious about the different brand products, so thereby we have to be very specific upon our products and their marketing strategies. Thereby, we have to more affective towards our advertisement so that we can convince our target customers towards our product. Advertisement Objectives: We are introducing new product so our aim to create brand awareness and knowledge for our product new features therefore we are going to adapt informative advertising. We are launching innovative product in Lahore, so thats why our major and important objectives are; Customer awareness To capture 20% market share for the product and to work to improve it further.

Achieve our target to meet the expanses in the first year Customers Loyalty

Campaign Theme: The basic purpose of the campaign is to give the awareness to the customers regarding the innovative product that we are launching in the market. The better the campaign would be, more the customers would be attracted towards the products. Reach: Our target city is Lahore. We will advertise in different parts of Lahore. Our marketing focus would be in these areas; Kalama Chowk Johar Town Canal View Model Town Muslim Town Iqbal Town

We select above spots because these are most populated areas in Lahore. Through most populated area our reach will become more affective. Frequency: Our banners and broachers would be fixed for at least three month to make awareness our customers. We select on air time of our ads on local T.V. cable during the cricket match more frequently. And ads on local F.M. stations evening time more frequently. Media Vehicles:

Broachers Banners Local T.V. Cable Local F.M. Stations

Proper Budget Allocations advertisement: Our target city is Lahore, and our marketing budget is 980,000 which are low. So keeping in mind of that budget, we are going to market our product with below the line strategy. In this, we are marketing through broachers, banners. So we have allocated our budget according to our marketing strategy. Thereby we have to be very specific according to our advertising strategy. Slogan: Our slogan is given as:

Lets GoDirect Selling Strategy: Direct selling strategy consists of door to door selling and we are not adopting this strategy because we are going to open four showrooms around different places of Lahore. Our innovative products are available at our showrooms. It wouldnt be available any where else. Push Vs Pull Strategy: We re using push strategy because we are new in the market and our bike are unknown to the consumers. As there is no specific consumer demand of this product launch, so in our business the product and the information are "pushed" to the consumer by promotion. We have decided to market our product in specific areas of Lahore looking towards our target customers. Promotional Materials There are four promotional materials

o POS Terminals o Participation in Trade fair or Exhibitions o Broachers, Leaflets o Banners POS Terminals: We are using POS terminal in our promotional tools. Our POS terminals would be available in our specific outlet. Participation in Trade Fair or exhibitions: In future, we will try to participate in exhibitions and trade fairs for promoting our products. We are not participating currently in trade fair or exhibitions because of low marketing budget.

Broachers, leaflets: We are using broachers and leaflets as marketing promotional material to advertise our products. Banners & Hoardings: We will also adopt banners as promotional tool because we are new in the market. We need more and more advertisement for making customers aware about our products. So according to our marketing budget, we have selected these marketing promotional tools to advertise our product.

PricingList Price Almost everyone agrees that the price of the product or service is a key factor in the decision to buy. Price affects both sales and volumes and profits and without the right price, both sales and profits will suffer. So, under Pakistan situation we decided to introduce our e-bikes in a low price to attract the customers.

Retail Price At the start of our business and sales of our e-bikes the price will be Rs. 23000 /- for the first 50 customers. Discounts Discounts will be given to the customer and for their convenience, bikes will be place in the departmental stores where they will get the discount of 10%. Installments We are offering installments to all the customers for their convenience. Rs.2000 /- will be charged on per month basis. Bundling This offer is limited. If any customer buys 3 or 4 bike, we will give 20 % discount on that. Seasonal pricing We are planning to provide seasonal offer price to our customers. Like in winter the price of our bikes will be Rs.21000/Initial No profit We are not taking any initial profit, just to gain more and more customers. Market Skimming: As we have the new product in the market, we have the chance to take high price because we dont have any direct competitor. We would like to charge high price for a short period and after that, when were established, we will lower the prices to retain our customer. In Lahore, there are number of bike lovers.Its is very common you must have heard that whenever theres something new product in a new product they come into the market. Well try to catch as much customer as we can and for retention, we would offer some cool offers and reduce our prices.

Price elasticity of demandA measure of how much the quantity demanded of a good respond to change in the price of goods, computed as the percentage change in quantity demanded derived by the percentage change in price. If we increase the price of our bit bike the total revenue of our company decreases. When we increase the price of from RS 23000 To 25000 , the demand of our bit bike falls from 50 to 20 and total revenue of our company falls. Because demand is elastic .If there is a reduction in quantity demand is so great that is more than offset the increase in price . Thus an increase in price of our bit bike reduced P*Q because the fall in Q is proportionally greater than the price in P.

In elastic demand ( a price elasticity greater than 1), price and total revenue moves in opposite direction. If the demand is unit elastic ( a price elasticity exactly equal to 1) , total revenue remains constant when the prices changes.

Consumer sensitivityOur consumer is not sensitive because if we increase or decrease the price of bit bike. There is no impact on customers what ever price is . Bit Bike is purely electric bike so there is no consumption of fuel . Bit Bike is easily approachable Pricing Method: We will take the cost plus method as we dont have any such a direct competitor in the market so that this method would be very suitable for us to compute the per unit price . We have the simple formula by which we can calculated the per unit price. Variable cost per unit Fixed cost Expected unit sales Unit cost = variable cost +fixed cost Unit sales

People:Effective and successful of Bit Bike Company must be extremely people oriented. They need to create an environment that is conducive to innovation, productivity and high performance by using their human skills along with their technical skills in areas such as scheduling, procurement, cost estimating and budgeting, monitoring, controlling and risk management and maintain their technical and functional skills at the highest possible level while attractive their softer skills to meet the challenges of today and tomorrow. Skills Motivation, Collaborative leadership,

Communication, Commitment, Conflict resolution.

MANAGING DIRECTORMUHAMMAD ASIF

MARKETING MANAGERWAQAS KAMAL

ASSEMBLING DEPARTMENT

QUALITY ASSURANCE

MARKETING

DISTRIBUTION

WORKERS

ENGINEERS

WORKERS

WORKERS

List of the Managers and Workers Chief Executive Managing director Marketing manager Assembling manager Quality check manager Assembling workers MURTAZA ARSHAD MUHAMMAD ASIF WAQAS KAMAL IMTIAZ ALI MUHAMMAD SHAHID

10 main workers 15 assistant workers 5 other workers 2ENGINEERS

PROCESS The sale process is quite simple. The only customer need to enter to our outlet and order the desired color and style and it is available in few minutes in exchange of some money. BIT-BIKE will like to focus all their power on daily business operations and serving existing client demands. It's critical to your success however to focus on gaining market share from current possible.

As BIT-BIKE should develop a sales process that is right business; here are some other points that BIT-BIKE will keep in mind. BIT-BIKE should continuously improve sales skills and stay open to new ideas. BIT-BIKE will make the sale it should be its secondary objective and will help us build long-term relationships. BIT-BIKE should contribute more than just a product.

Physical Evidence: Land and Building: We will acquire a building which is spread in two canals from Gulshan-e-Ravi for Rs. 800,000.We select Gulshan-e-Ravi because it is an industrial area where prices are relatively low. Show Rooms: We will acquire four shops around Lahore for our showrooms on rent. Location and Sites: Location is the most important part of the business. Without good location, business cannot grow fast and successfully, so location can bring much difference to a business. Location is a 1st step in running a good business. So we select following sites for our showrooms. Opposite Brkat Market right side of Leadership College. Mac load road opposite of Makhdoom Corporation. G.T.Road near U.E.T. left side of Bata Shoes branch. Main Samna Abad More near Shezan Bakers

MARKET ENTRY STRATEGY:As we are opening a new outlet of Bit Bike, thereby we are launching a new product according to the customers needs and wants. The strategy we are using is the Flank Attack There are two strategic dimensions in this strategy Geographic Segmental

Geographic: Our target market is Lahore. Our main aim is to introduce our product in that region where there are people are getting much knowledge about gas and petrol bikes. But

mostly they want to get a rid of fuel consumption bike because fuel consumption bike polluted the environment. So we are introducing a new product that is much better in quality as regarding to fuel consumption bikes. It saves the environment to making pollute. Mostly young generation want to get some thing new so our bit bike will satisfy their needs with better ways. Segmental: Basically our target market is Lahore. We target the middle and low level people of the market. As we know mostly student in the morning they are waiting buses and other vehicle to join them and reach their destination with in time, but mostly they get late. So we will provide them facility of bit bike with a reason able price. We use different channels of advertisement to provide awareness of our product, because initially we introduce our self with a great image of our product in the customers minds. Launch Plan: There are two kinds of launch plans these are: Soft launch Official launch Soft launch: In soft launch we are testing our product so that we will put our product at our outlets and try to our customers, also we offer our customer that we will provide 10% discount first 50 customers. If these strategies are not successful then we step to other strategies. Official launch: Official launch means that now we are ready to launch our product in market. In official launch we are starting our business of Bit Bike. We are launching three outlets in Lahore. In official launch new marketing strategies, we use different channels of advertising and promotion of bit bike. Events Marketing At Launch: At this stage that we are new in the market so we do not have that much budget to do any event marketing. We have to collect sufficient budget to grow our business because we are now at growth stage. But with the passage of time when our product will grow and

people will be aware of it then we can think about this event marketing but now we is not doing any kind of event marketing. Publicity & Public Relations activities: Publicity is being done for the improvement of our brand and the success of our company relation not only with customers and suppliers but with the public as well. Here we are more concern about the customers relationship regarding our product because they are the ones who acknowledge our products more as compare to anything else. We are new in this market so, we have to focus more on the public relation for the awareness of the product. There are following activities which we are going to do for public relation: Press Relations: It means that presenting news & informations about the organization in the most positive way. We will contribute our little bit percentage of sale to promote our business and create a positive image of our product in the mind of the customers. Product publicity: Product publicity means that our sponsoring efforts to publicize specific products. Obviously we will also sponsor different programs to advertise our products. For creating product publicity, we have designed a program. For this purpose, we would go to different universities and colleges that would sponsor different activities for students and other middle level people to promote our products. Government rules and regulations: We will join only those businesses which are fulfill the government rules and regulation requirements. So we choose the business of bit bikes that is fulfill the legal formalities. So government cannot disturb our business. Marketing public relation: Its is also called the publicity. Here we have to promote our new products and building interest of people in our product. We can build interest of our customers as providing a

discount to those regular customers who take one customer with him, in the next purchasing time.

Gantt chart

What is SWOT Matrix ?The concept of determining strengths, weaknesses, threats, and opportunities is the fundamental idea behind the SWOT model. To present the model in a more understandable way, scholars came up with so-called SOWT MATRIX. SWOT matrix is only a graphical representation of the SWOT framework

SO

strategies: Bit bike is new petrol free motorcycle company it has the capability to attract more customer than the exiting companies and SUGAICE have an opportunity to expand the business & capture the market. S-t strategies: Loyalty of customers will be the major strength for the company and Bit bike are increasing their product lines that can prove to be a benefit in the coming years. W-O Strategies Bit bike Gross Profit margin is low as compared to invested capital and we can overcome this problem by opening more show room in whole country which will help company to increase its gross profit margin. W-T Strategies Bit Bike dont have many show rooms and due to it the price of the product will be high and some of the competitor will compare will price.

Financial Analysis:Following are our product financial analysis given below.

One Time Expenses:One time expenses are those which occurs only one time of the life of the company.

One Time Expenses

Item

Land and Building Plant and Machinery Furniture and Fixture Equipmentvehicles Showroom Rent average Property Tax

Salaries per yearTotal Sum

Sum(Rs) 80,00,000 1,25,00,000 40,00,000 15,00,000 56,00,000 5,39,750 27,000 45,90,000 3,67,83,750

Fix Cost per yearItem Showroom Rent (Average) Property Tax Sum(Rs) 5,39,750 27,000 2,50,000 45,90,000 54,06,750

Collaborative Networking Fee Salaries per yearTotal Sum

Variable cost per month

Material cost per unit:Material costing for per unitItem Qty 1 1 2 1 1 2 Per Item 4600 4250 1450 1650 400 1425 Sum 4600 4250 2900 1650 400 2850 1200 950 19,450

Main body Engine Battery Electric motor Seat Wheels and Tires Light system head light indicatorsFinishing Total Sum Item

Cost of production per year for the 1500 units:

fuel Gas Bill Electricity Bills MaintenanceTelephone Bill Total Sum

Sum($) 50,000 15,000 60,000 15,000 20,000 1,60,000

Cost of Production per yearItem

Main body Engine Battery Electric motor Seat Wheels and Tires Light system head light indicatorsFinishing Total Sum Variable Cost Fixed Cost Total cost

Qty 1500 1500 3000 1500 1500 3000 1500 1500

Per Item 4600 4250 1450 1650 400 1425 1200 950

Sum 69,00,000 63,75,000 43,50,000 24,75,000 6,00,000 42,75,000 18,00,000 1425000 2,82,00,000 19,20,000 54,06,750 3,55,26,750

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Per unit cost ItemsTotal production cost of 1500 units in a year Total fix cost for the year Total variable cost for the year Total cost Total unit produce in a year Rs 2,82,00,000 54,06,750 19,20,000 3,55,26,750 1500 2368519450 4235 23685 3565 27250

Per unit costPrice Per UnitPer Unit Material Cost Fixed +Variable Cost Total Profit Margin 15% Selling Price