1. 1
10 STEP
Marketing Plan for
Mitsubishi Montero Sport
Mark Lee
October 29, 2010

2. 5 Steps for Part 1
(PTM and positioning)
1. Primary target market are SUV
enthusiasts
2. Who need an affordable but luxurious,
stylish and durable SUV
3. Toyota Fortuner is the close
competitor
4. The gap is the safety feature
5. Market size is 2nd to Toyota

3. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Mitsubishi Montero Sport comes in
Gas, Diesel, 4x2 and 4x4
7. Price is at par with closest rival
8. 0% interest installment, TV ads, test
drives
9. Nationwide
10. Uses a differentiation approach

4. 4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5

5. 1.Mitsubishi Montero’s
primary target market (PTM)
are the SUV enthusiasts
 Demographics (26 above, M/F, social
class AB, single or married))
 Lifestyle (hobbyists, businessman, car
enthusiasts)
 Behavior (buying cars once every 2
years, car loan, first car)

6. I have a safe car
I have a new luxurious car

7. 2. My PTM’s NWE
Car buyers need
To belong (social), Self-Esteem, Self actualization
Car buyers choose Mitsubishi Montero Sport because of
safety, prestige, luxury, comfort and price
Car buyers expect to have a smooth drive, safe drive,
fuel efficiency and luxury within bidget.

8. 3a. Mitsubishi Montero has
many formidable competitors
 Direct: Toyota Fortuner, Isuzu Altera, Ford
Everest
 Indirect: other non- SUV cars
 Variables: Age, Price, packaging, specific use,
convenience of use, availability, Occasion of
use, brand

9. Mitsubishi Montero positioned
itself as a differentiator.
Price/
Age
Matrix
0-13 yrs 13-24 yrs 25-49 yrs 50yrs up
High
price
Low
Price
Montero
Innova
Vios
Fortuner
Price vs. Age Matrix

10. 4. Mitsubishi Montero positions
strongly in a differentiation
market opportunity
Mitsubishi Montero Sport is the only SUV that
 Rated highest when it comes to safety
 Luxurious design with affordable price
 Most comfortable SUV in its category
Toyota Fortuner is the nearest competitor.
Advantage of engine mechanisms.

11. 5a. Estimate the market size
using competitor data
1. With 2008 sales of close to 50,000 units, the
country’s top auto company is poised to
corner about 40% of the market
2. Toyota also sold the most number of
commercial vehicles at 29,808 from 24,340
in 2006 for a market share of about 39%
http://www.gmanews.tv/story/78509/toyota-philippines-
eyeing-10-hike-in-saleson-brisk-economic-activity

12. 5b. Estimate the market size
using company data
Honda Cars Philippines, Inc. came next to
Toyota in vehicle sales, selling 17,321
cars from 13,885 in 2006. It cornered
15% of the market.
Mitsubishi Motors Philippines Corp.
was third with 15,005 vehicles sold
from 12,518 in 2006.

13. 5c. Estimate the market size
using customer data
1. Usage per day or per year
Customers buy a car once every 2
years or once a year

14. 5. Motor vehicle market

15. 15
The Marketing Mix Strategy
Part 2:
Steps 6 to 10

16. 6a. SUV category is
dominated by 4 major brands

17. 6b. Product Description
Basically, the 2009 Mitsubishi Montero
Sport is a medium-sized SUV with a
ladder-type chassis that is available
with either a 4X2 or a 4X4 drivetrain.
There are three variants available: the
basic Montero Sport GLS 4X2, the mid-
range Montero Sport GLS 4X4, and the
top-of-the-line Montero Sport GLS SE
4X4.

18. 7. Price
The price of the 2009 Mitsubishi Montero
Sport GLS 4X2 is PHP 1,330,000, while
the GLS 4X4 will set you back PHP
1,500,000. The GLS SE 4X4 tops them
all at PHP 1,680,000.

19. 8a. Promo

20. 8b. Competitor promo

21. 9. Place

22. 10. Mitsubishi Montero
Mitsubishi Montero’s main strategy is to
dominate the differentiation market of
SUV enthusiasts.
It benefits from the distribution leverage
of Mitsubishi Motors, Diamond Motors
Philippines.
Has an excellent, premium priced,
excellent product distributed
nationwide.

23. 23
SUMMARY

24. 5 Steps for Part 1
(PTM and positioning)
1. Primary target market are SUV
enthusiasts
2. Who need an affordable but luxurious,
stylish and durable SUV
3. Toyota Fortuner is the close
competitor
4. The gap is the safety feature
5. Market size is 2nd to Toyota

25. 5 Steps for Part 2
(Marketing Mix & Strategy)
6. Mitsubishi Montero Sport comes in
Gas, Diesel, 4x2 and 4x4
7. Price is at par with closest rival
8. 0% interest installment, TV ads, test
drives
9. Nationwide
10. Uses a differentiation approach

26. 26
10 STEP
Marketing Plan for
Mitsubishi Montero Sport
Mark Lee
October 29, 2010