9/27/2014

OMER
JIBRAN
ENGINEERI
NG-ADAM
MOTORS

RELAUNCH OF REVO CARTOR

Group Members:
Anam Alam
Asad Abbas
Noman Naeem
Sana Zahra Ahmed
Tooba Ashfaq
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Table of Contents
Time Selection.................................................................................................2
Introduction to the Project - Re-launch of Revo................................................2
Problem Identification-What went wrong?.......................................................2
Project Vision...................................................................................................3
Project Objectives............................................................................................3
Faculty Advisor for the Project.........................................................................3
Scope...............................................................................................................4
Research Methodology.....................................................................................5
Alternatives......................................................................................................6
Budget for the Project......................................................................................6
Risks and Constraints of our Research.............................................................6

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Introduction to the Project - Re-launch of Revo

Pakistans population majorly comprises of middle and low income groups, most of whom seek
low-cost and durable cars that can accommodate large families (unlike motorcycles), be fuel
efficient and give better mileage.
Omar Jibran Engineering Industries devised a solution for this market. Omar Jibran is a wellknown automobile parts manufacturing company that caters to all major vehicles being
assembled in Pakistan including Suzuki Mehran, Suzuki Cultus, Toyota Corolla, Honda Civic,
Honda City, Toyota Hilux, Daihatsu Cuore and Honda Motorcycle.
In 2005, Omer Jibran-Adamjee Motors decided to launch their own low-cost compact car, called
Revo, to cater to lower and middle segments of urban areas of Pakistan. By doing this, they also
wanted to make Pakistan 17th nation in the world that could manufacture cars domestically.
However, the first launch of Revo did not go according to plan and the company had to stop its
production in 2006.

Problem Identification-What went wrong?

In 2005, Revo was launched with the goal of selling 5000 cars initially. However, due to both
internal and external issues faced by Adam Motors, the company was only able to sell around
700 cars. Our Project is to identify factors that caused hindrances in the initial launch of Revo.
Our initial study tells us that Revo was unable to significantly distinguish itself from its
competitors and thus even those who bought Revo were not satisfied by the brand. Further
research will help us identify what issues particularly with design, pricing and customer
service - were faced by these customers and suggest what could possibly be to done to rectify
them.

Project Vision
To evolve Revo car and re-launch it as a solely Pakistani-made car for lower and middle tier
segments (SEC B & C) of our society.This car will be fuel efficient and better designed than its
competitors.

Faculty Advisor for the Project

We will be advised by Prof. Farah Naz throughout the Project.

Project Objectives
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1. To determine challenges faced by the brand at the launch phase;

o Internal weaknesses and external threats
o Brand design and quality
2. To determine the consumer perception of brand Revo;
o What target consumers look for when buying a car;
o What will persuade target consumers who use Mehran or other similar cars to
shift to Revo
o How can Revos aesthetics be changed to give it a new and improved look that is
more appealing than its competitor brands
o Inquiry from car dealers regarding the image of brand Revo
3. To determine the price point of brand Revo;
o Key factors that should be kept in mind while doing this include the costs to be
incurred and competitors prices.
4. Give recommendations with respect to product design and pricing, based on the findings
and analysis of the above three factors.

Scope
The company has factories in Karachi and Lahore. We have planned to carry out our research 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.

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Research Methodology

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Alternatives
The above research will help us find out different alternatives that could be chosen by the
company for its brand Revo.

Budget for the Project

The expenses incurred during our research will include:
o Traveling expenditure
o Arrangements of focus groups and interviews
o Stationery expenditure

Risks and Constraints of our Research

Listed below are potential risks and constraints faced by our project:

Time horizon and the risk of overrunning it

Changing global economic conditions, which might affect our analyses 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

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