“Principle of Marketing ”

SUBMITTED BY

Syed Ibrahim Ali Shah (2021-BBIT-13)

Ahsan Arbab(2021-BBIT-07)
Ahmad Imran (2021-BBIT-02)
Haseeb Sohail (2021-BBIT-08)
Ayesha Khan (2021-BBIT-95)

SUBMITTED TO

“Miss Maria Khan”

INSTITUTE OF BUSINESS & MANAGEMENT

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UNIVERSITY OF ENGINEERING & TECHNOLOGY LAHORE
Introduction:

DigiMod is a digital platform for car modification where you can design your car's new look
yourself on your computers as well as mobile screen , same like you did in video games i.e Need
for speed / GTA games

Vision:

Our vision is to see every car enthusiast in the world to design their cars through DigiMod, that
would enhance the quality, clearity & range of modification as well as decrease the risk of
money wastage .

Objective:

Our main objective is to switch the modification market to the digital world.

Mission:

The mission of our company is vehicle modification to develop a highly successful, profitable,
all–round vehicle customization and modification business which provides unique, reliable, and
efficient products and services that meet the needs of the customers. The company is committed
to achieving this mission by:

1. Providing exceptional customer services:

Our company will prioritize customers by providing excellent customer service to build a loyal
customer base.

2. Using latest technology:

To ensure that the software modification is efficient and effective, our company uses the latest
technology which includes artificial intelligence and machine learning etc.

3. Offering flexible pricing:

To accommodate the unique needs and budgets of the customers, the company is offering
flexible pricing.
4. Offering ongoing updates and improvements:
To keep up with evolving technology and customer needs, the company could offer ongoing
updates and improvements to its software modification. This could include providing customers
with access to latest software versions as well as offering new modifications and features.

Mainly the mission of our company is to provide car enthusiasts with high quality, innovative
digital car modifications that enhance the performance, appearance and overall driving
experiences of their vehicles.

Values:

Following are the key values:

1. Accessibility:
We prioritize by making our products and services accessible and affordable to a wide range of
consumers.

2. Customer satisfaction:
Our company enhances customer satisfaction by understanding customer needs, offering
customized solutions and by resolving their issues swiftly.

3. Innovation :
Our company emphasizes innovation and creativity to create unique products and services
through new technologies. And contain digital solutions to enhance the customer’s offers.

4. Customer Focus :
Our focus is to create those products that meet the customer needs and their preferences.

5. Transparency :
We value transparency through which we provide accurate and timely information about the
products, the services and any changes to them.

6. Integrity:
We value integrity, as it builds trust and credibility with customers which leads to increased
loyalty.
Slogan:

“Idealize your vehicles digitally”

As the slogan specified that it digitally idealizes your vehicle which in fact is an exciting way to
explore different options and create a personalized representation of your dream vehicle .
Digi Mods allows their customer to experiment with different configurations and options without
actually having to purchase or modify a physical vehicle.

Taglines:

* Your car, reimagined in the digital world

* "Revamp your car, digitally
* Upgrade your car's performance, virtually
* Transform your ride with our digital mods

Segmentation:

Segmentation is the process of dividing a market into smaller groups with similar needs and
characteristics. Here are some possible ways to segment the market for a business of digital
modification of cars:

- Geographic segmentation:

This involves dividing the market based on location, such as country, region, city, or even
neighborhood. For example, the business could target customers in urban areas with a higher
concentration of car enthusiasts.

- Demographic segmentation:

This involves dividing the market based on characteristics such as age, gender, income,
education, and occupation. For example, the business could target younger, tech-savvy
consumers who are interested in car modifications.

- Psychographic segmentation:
This involves dividing the market based on lifestyle, values, interests, and personality traits. For
example, the business could target consumers who are passionate about cars and value
performance, style, and innovation.

- Behavioral segmentation:

This involves dividing the market based on consumer behavior, such as usage, loyalty, attitude,
and buying patterns. For example, the business could target consumers who are frequent car
buyers and early adopters of new technology.

- Product-related segmentation:

This involves dividing the market based on the characteristics of the product or service being
offered. For example, the business could segment the market based on the type of car being
modified, such as sports cars, luxury cars, or electric cars.

Targeting:

Targeting the business of digital modification of cars involves identifying and focusing on
specific customer groups that are most likely to be interested in and benefit from the services
offered. Some ways to target the business could include:

- Performance Enthusiasts:

This group of customers is passionate about cars and interested in upgrading their performance.
They may be interested in services that offer increased horsepower, better handling, or improved
acceleration.

- Tech-Savvy Customers:

Customers who are comfortable with technology and interested in customizing their cars
digitally may be a good target for the business. They may be interested in services that use the
latest software and technology to upgrade their cars.

- Automotive Professionals:

Mechanics, car dealerships, and other automotive professionals who are interested in providing
digital modification services to their customers may be a good target. These customers may be
interested in partnerships or reseller arrangements with the business.
- Younger Car Owners:

Younger car owners who are interested in customizing their vehicles and making a statement
may be a good target for the business. This group may be interested in cosmetic upgrades such as
custom lighting or wraps.

- Car Owners in Urban Areas:

Customers who live in urban areas with a higher concentration of cars may be more likely to be
interested in digital car modification services. These customers may be interested in upgrading
their vehicles for city driving or for aesthetic purposes.

Targeting the business of digital modification of cars is important to ensure that marketing efforts
and services are tailored to specific customer groups, ultimately improving the chances of
success in a competitive market.

Positioning:

Absolutely, as the owners of Digimods, we understand that the key to success in the car
modification market is effective positioning. Here are some measures we will take to position our
business for success:

Identify Our Target Market: The first step in effective positioning is identifying our target
market. We will conduct market research to determine the demographics and preferences of our
target customers, and we will tailor our services and marketing efforts to meet their needs.

Differentiate Our Business: To stand out from our competitors, we will differentiate our
business by emphasizing our commitment to quality, innovation, expertise, customer service, and
social responsibility. We will highlight our use of cutting-edge technology and advanced
techniques, as well as our sustainable materials and practices.

Develop a Strong Brand: A strong brand is essential for effective positioning. We will develop
a brand that reflects our values and appeals to our target customers, and we will use consistent
messaging and visuals across all of our marketing materials and communications.

Leverage Digital Marketing: As an online business, we will leverage digital marketing

channels to reach our target customers, including social media, search engine optimization
(SEO), and email marketing. We will also develop a user-friendly website that showcases our
services and allows customers to easily request quotes and make appointments.
Establish Strategic Partnerships: We will establish strategic partnerships with other businesses
in the automotive industry, such as car dealerships, car rental companies, and car repair shops.
These partnerships will allow us to reach new customers and offer complementary services to
our existing customers.

Overall, our positioning strategy will focus on differentiating our business, developing a strong
brand, leveraging digital marketing, and establishing strategic partnerships. By doing so, we
believe we can establish Digimods as a premier provider of customized and high-quality car
modifications and build a loyal customer base.

Marketing Mix:

Certainly! Here is the marketing mix (4 Ps) for Digimods:

Product: Our product is customized car modifications that enhance the appearance and
functionality of the vehicle. We offer a wide range of modifications, including body kits, custom
paint jobs, wheels and tires, performance upgrades, and audio and entertainment systems.

Price: Our pricing strategy is competitive and transparent. We offer upfront pricing for our
services based on the specific modifications requested by the customer. Our pricing takes into
account the cost of materials and labor, as well as any additional services requested by the
customer. We also offer financing options to make our services more accessible to our customers.

Place: As an online business, our "place" is our website. Customers can visit our website to learn
about our services, view examples of our work, request quotes, and make appointments. We also
partner with other businesses in the automotive industry to offer our services to their customers.

Promotion: We promote our business through a variety of channels, including digital marketing,
social media, and strategic partnerships. We use targeted digital advertising to reach our target
customers on social media and search engines. We also use email marketing to communicate
with our existing customers and offer special promotions and discounts. Finally, we partner with
other businesses in the automotive industry to cross-promote our services to their customers.

Overall, our marketing mix focuses on offering high-quality customized car modifications at a
competitive price, leveraging our online presence to reach customers, and promoting our
business through digital marketing and strategic partnerships.
Production Mix:

As a business that provides customized car modifications, our production mix involves a
combination of materials, equipment, and skilled labor. Here are the key components of our
production mix

Materials: We use a variety of high-quality materials to create our car modifications. This
includes body kits, custom paint, wheels and tires, performance parts, and audio and
entertainment systems. We source our materials from trusted suppliers to ensure that our
customers receive the best possible products.

Equipment: Our production process relies on a range of specialized equipment, including

automotive lifts, paint booths, welding equipment, and diagnostic tools. We also use advanced
software to design and engineer our modifications.

Skilled Labor: Our team consists of experienced technicians who have expertise in a range of
automotive specialties, including bodywork, painting, performance upgrades, and audio systems.
Our technicians work closely with customers to understand their needs and preferences and
ensure that the final product meets their expectations.

Quality Control: We have rigorous quality control processes in place to ensure that every
modification meets our high standards. We perform multiple inspections throughout the
production process, and we test each modification thoroughly before delivering it to the
customer.

Overall, our production mix is designed to ensure that we deliver high-quality customized car
modifications that meet the unique needs and preferences of each customer. We leverage our
expertise, equipment, and quality control processes to provide a superior product that sets us
apart from our competitors.

CSR Activity:

Environmental Sustainability: As a car modification company, you can adopt environmentally

friendly practices such as using renewable energy sources, reducing waste, and promoting the
use of hybrid or electric vehicles.

Community Engagement: You can partner with local organizations to provide job training and
employment opportunities for disadvantaged communities. You can also sponsor community
events and initiatives to improve the quality of life in the areas where you operate.
Road Safety: As a car modification company, you can organize road safety campaigns to raise
awareness about safe driving practices and promote the use of safety features such as seat belts,
airbags, and anti-lock brakes.

Organization hierarchy:

As we are totally a tech company, we are not a physical garage but a virtual garage
So there are 2 different departments in the company
1- tech department that covers all the technicalities of the software & mobile app
2- finance department
We outsource our HR & Marketing services

HR Plan:

Recruitment and Hiring: You can develop a hiring plan that emphasizes diversity and
inclusion, ensuring that your team is composed of individuals from different backgrounds,
experiences, and skill sets. You can also leverage technology such as applicant tracking systems
and online job boards to attract a broader pool of talent.

Training and Development: You can create a training and development program that provides
your employees with the skills and knowledge they need to excel in their roles. This can include
technical training in car modification, as well as soft skills such as communication, teamwork,
and problem-solving.

Performance Management: You can establish clear performance metrics and feedback
processes that enable your employees to track their progress and continuously improve. Regular
performance reviews can also help identify areas for improvement and opportunities for growth.

Employee Benefits: You can offer a range of employee benefits such as health insurance,
retirement plans, and paid time off to attract and retain top talent. Additionally, you can create a
positive work environment that fosters collaboration, creativity, and innovation