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UNIVERSITY OF GUJRAT

BBA 3RD SMESTER

SUBMITTED TO: SIR ATTEEQ UR REHMAN

Group Member

HUSNAIN ALI 10050920-058

COURSE NAME: PRINCIPLES OF MARKETING

COURSE CODE: MGT 206

SECTION: B

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CONTENTS

1) Company Introduction…………………………………………4

2) History…………………………………………………………...4

3) Mission statement……………………………………………….4

4) Vision statement………………………………………………...4

5) Main goals……………………………………………………….4

6) Marketing mix…………………………………………………..5

o Products………………………………………………………………..5

Metro bikes……………………………………………………………………….6

Metro washing machines……………………………………………………....…7

Metro automotive parts………………………………………………………...…8

Metro fans………………………………………………………………………..9

Product positioning……………………………………………………………...16

o Pricing…………………………………………………………………16

o Placement……………………………………………………………..18

o Promotion……………………………………………………………..19

Internal programs………………………………………………………………..19

External programs………………………………………………………………..20

7) References …………………………...…………………..……..22

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Company IntroductionOwner CEO of company is Mirza Imtiaz Ahmed. There are many products of Metro Group of

Companies which are Metro Motorcycle, Electrical Fans, Washing Machines and automotive

parts Now a days monthly production of metro motorcycles is four to six thousand.

Head office

Metro Group of companies23-H3 Johar Town Lahore.LahorePUNJABPAKISTAN56700

HistoryMetro Hi-Tech is a private limited company incorporated in Pakistan under the Companies

Ordinance 1984, previously which was “YUNAS” Group of Industries (PVT) Ltd. and then

separated in 1970. First product of metro is Electrical Fans. First Metro Motorcycle was made in

2003. Daily production of Metro Motorcycles at initial stage was ten to twenty.

MISSION STATEMENT

To build better relations with stakeholders especially with customers and tailor sophisticated

products at affordable price to serve local and global markets.

VISSION STATEMENT

To be a leading industry manufacturing contemporary high quality durable products making life

truly pleasant.

MAIN GOALS

Achieving international standards in production.

Innovating new products and improving present products.

Adopting highest level of customer services.

Developing more focus customer-approach.

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Marketing mix

The marketing mix consists of Product, Price, Place & Promotion strategies that a firm uses to

help them reach their objectives.

Products

Following are the products of metro group of companies:

Metro bikes

Metro washing machines

Metro automotive parts

Metro fans

The width is 32.

Product line length

Metro bikes 2

Metro washing machines 5

Metro automotive parts 17

Metro fans 9

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Metro Bikes

Metro motorcycles are second to none in design, workmanship and affordability. Fuel efficiency and peak performance have won the heart of bike lovers across the country.

Metro MR 70

Fuel Tank (Capacity) 9 Liters/1 Liter Reserve Dry Weight  82 Kg (180 lbs) Oil Capacity 800ml (first fill) 700ml Liter (at changing intervals) Fuel efficient New eye-catching graphics Comfortable seat and the new utility box

Metro MR 70

Oil Capacity 1100ml (first fill) 1000ml (at changing intervals) Fuel Tank (Capacity) 11 Liters with 2 liters reserve Dry Weight  96.5 Kg (180 lbs) Fuel efficient Brighter Headlight and indicators

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Metro washing machines

Following are the features of METRO washing machines

Best in quality and elegant in design. Plastic twin tub and high speed spin make these machines the best choice.

Following are the different models of Metro washing machines

Washing machine WM 786(metal body)

Washing machine WM 250(plastic body)

Washing machine WM 333(double metal body)

Washing machine WM 215(metal body)

Dryer machine

Metro automotive parts

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Scaling popularity of metro motorcycles all across Pakistan calls for their spare parts. At METRO AUTOMOTIVE PARTS, Metro specialize in manufacturing all kinds of spare parts and lubricants for motorcycles and these are easily available at Metro countrywide dealership network for customers and other bike lovers.

Following are the some Metro automotive parts:

Back Light

Back Wheel Cover

Back wheel shock absorber

Cover

Cylensor

Digital Speedo Meter

Front light

Front Wheel Cover

Fuel Tank

Metro Oil

Metro Oil saver pack

Metro Seat

Side Cover (Battery Cover)

Speedo Meter

Speedo Meter 125

Wheel Ring

Indicator lights etc.

Metro Fans

There is a wide range of models and types of Metro fans which are as follows:

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Ceiling fans

Circumatic fans

Exhaust fans

Louver fans

Pedestal fans

TCP fans

Wall bracket fans

Wall fans

Table fans

Ceiling fans

Following are some models of ceiling fans

New crystal

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Model: MCRG

Sizes: (1200, 1400)mm

Rose gold

Model: MCG

Sizes: (1200, 1400)mm

Crystal gold

Model: MCCG

Sizes: (1200, 1400)mm

Orient gold

Model: MCOG

Sizes: (900, 1200)mm

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Galaxy

Model: MCHG

Sizes: (1200, 1400)mm

Crystal

Model: MCC

Sizes: (900, 1200, 1400)mm

Super model

Model: MCSM

Sizes: (900, 1200, 1400)mm

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Orient

Model: MCO

Sizes: (900, 1200, 1400)mm

Deluxe

Model: MCD

Sizes: (900, 1200, 1400)mm

Pedestal fans

Model: MCC, MPN

Sizes: (500, 550, 600)mm

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Louver pedestal fans

Model: MLP (TOUCH CONTROL)

Model: MLP (REMOTE CONTROL)

Size: 350mm

TCP fans

Louver bracket fan

Model: MLP(TOUCH CONTROL)

Sizes: 350mm

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Bracket fan

Model: MPBR

Sizes: (400, 450) mm

Circumatic fan

Model: MCIR

Sizes: (400, 450) mm

Table fans

Exhaust fans

Exhaust fans (METAL BODY)

Model: MEM1

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Sizes: (250, 300, 400, 450, 500, 600) mm

Exhaust fans (METAL BODY)

Model: MEM2

Sizes: (250, 300, 400, 450, 500, 600) mm

Exhaust fans (METAL BODY)

Model: MEM3

Sizes: (250, 300, 400, 450, 500, 600) mm

Exhaust fans (PLASTIC BODY)

Model: MEP

Sizes: (200, 250, 300,) mm

Product positioning

The company initiated an energizing advertising campaign on the electronic media. The advertisements were instrumental in reinforcing Metro's quality and brand in the consumer mind through the very popular “DHOOM MACHAY SARAKOON PAR”, “METRO KA VADAH PETROL KAM SAFAR ZIYADAH”, “CHAK DY PHATY” & “JITNA JE CHAHY CHLAO”-

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slogans. In times of excess demand, the recall value of the ads has been so powerful that all over the country customers are willing to wait for the company's product rather than purchase an inferior one.

Pricing

Metro uses cost based pricing strategies to set the prices of its products. Following are the prices of some products of metro:

Ceiling fansDetail Size Price Orient 1400mm 2275Super model 1400mm 2275New crystal 1400mm 2275Orient gold 1400mm 2350Deluxe 900mm 2175Deluxe 1200mm 2475Deluxe 1400mm 2550Crystal 1200mm 2475Crystal 1400mm 2550Metro gold 1400mm 2635Crystal gold 1400mm 2635Rose gold 1400mm 2375Galaxy model 1400mm 2375

Circumatic fanCircumatic fan 450mm 2400

Pedestal fansPedestal fan 500mm 3615Pedestal fan 550mm 3725Pedestal fan 600mm 3800

Louver fansLouver Pedestal fan remote 350mm 3300Louver Pedestal fan 350mm 2950Louver bracket fan 350mm 2200

Following are the prices of some products of metro:

Bracket fansBracket fan 400mm 2550Bracket fan 450mm 2650

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Exhaust fansExhaust fan(metal body) 600mm 3050Exhaust fan(metal body) 600mm 3050Exhaust fan(metal body) 600mm 3050Exhaust fan(plastic body) 300mm 1725

Table fansTable fan 450mm 2800TCP 450mm 2825

Washing machinesItem Model no Price Washing machine 250 6450Washing machine 786 7950Washing machine 215 7125Dryer machine 6150

Metro bikesMODEL PRICEMR 70 38800MR125 68000

Placement

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Metro has developed its own after sale services network. The company has made its 1 to 5 S dealers through out the country.

These 5S stands for

Sales Services Spare Parts Second Hand Exchange Special Sales (credit)

According to the company these are not the simple selling points but these are the complete Metro Company. The presence of the dealerships has resulted in improved sales in relatively weak or unfocused areas.

COVERS ALL PAKISTAN

The company focused all over the Pakistan, they sale their products by their authorized dealers.

Delivery System

Metro has its own buses for delivering their products to their sales points.

Promotion

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The company focuses on its promotion campaign very seriously. There are several internal and

external programs to increase its sale.

Internal programs

Service Development Department

The company has made Service Development Department, which is responsible for the co-

ordination with dealers and training of mechanics. Department conducts massive campaigns to

familiarize and train the service and sales dealers about the technical features of new models.

Dealer Promotion

For the promotion of its dealers the company arranges meetings and buffet dinners.

Technicians Training

For the promotion of its products several mechanics are trained every year in three day extensive training programs. These mechanics are not only providing repairing services to the people but also publicize the products of company by word of mouth.

External programs

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Print media

The company is giving different types of commercials on different print periodicals.

Some are following:

Electronic media

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The company is giving different types of commercials on different channels.

For the safety of customers and promotion of company.

Metro has always been at the forefront in promoting Customer Care activities. Metro has

consistently promoted environment consciousness and safety-riding activities through its

Customer Education Programs. A new initiative is now being envisaged as the company roles

out a nationwide Safety Riding Program. In fact, the program has already come out of the

planning stage during the year and made a soft start through training of the Metro Chief

Instructors by an overseas trainer. One hundred & fifteen service dealers and Metro staff have

been trained. They, in turn, will train the company's customers as part of the new Customer Care

program. Metro is also in the process of establishing a Safety Riding School to centralize the

effort on a sustained basis.

References

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www.metrogroup.com.pk

By visiting

Self writing

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