Marketing Research and Consulting Services
Pegasus Business and Market Advisory is an independent firm offering services in business consulting and market research on Asia-Pacific.
Pegasus
Business and
Market Advisory
I Home I About Us I Our Research Services I Our Advisory Services I Our Experience I Contact Us I Site Map I
Case Study - Marketing Management
Developing and Managing a Marketing Campaign for Vehicle Parts
(c) Pegasus Business and Market Advisory Sdn Bhd, Malaysia, 2002-2006
30 June, 2006
The Client. The Client is a European manufacturer and exporter of a range of motor vehicle parts for the replacement market.
Business and Market Scenario. In Malaysia, the Client marketed its products through a sole importer who then re-distributed the vehicle parts to the dealers.
Business and Marketing Challenge. The Client intended to increase its market in Malaysia by promoting its range of vehicle parts through advertising and promotional activities. However, the Client did not have a direct presence in Malaysia to manage such activities. Furthermore, the Client was unfamiliar with the Malaysian market at the micro or car owner level. Consequently, the Client's sole importer did not have any experience in developing and managing an advertising and promotional campaign. Thus the Client engaged Pegasus as Consultants to develop and assist in the management of these activities.
Approach by Pegasus. Pegasus conducted consumer research studies and the market findings were used to develop an advertising and promotional strategy. Pegasus then consulted with the Client on the plan and budget including the adversting and promotional mix and appointing suppliers for the activities. Pegasus then coordinated, monitored and evaluated the campaign activities.
Outcome. Evaluation of the campaign indicated its effectiveness in promoting sales and met the Client's marketing objectives. Sales increased by 30% during the campaign period and maintained its level of sales a year after the campaign. The Client decided to continue future advertising and promotional activities on a regular basis.
Pegasus Business and Market Advisory (PBMA) provides business and marketing research and advisory services focussing on Southeast Asia namely Malaysia, Singapore, Thailand, Indonesia, Philippines, Vietnam and Brunei. Contact corporate@pegasus-asia.com for further information.
