SHAH ALAM: After the success of the Proton X70, customers are looking forward to the launch of the carmaker's upcoming compact SUV, now known as the X50. The X50 is based on the Geely Bin Yue, and rivals include the Honda HR-V and the Toyota C-HR. Based on the X70's competitive pricing strategy, making it RM25,000 to nearly RM40,000 cheaper than its Japanese rivals, automotive industry observers expect the X50 variants to be priced in the RM75,000 to RM95,000 range. The X50 is expected to be launched by the end of this year or early 2020.

In the first five months of 2019, Proton saw remarkable year-on-year sales growth of over 70%. The biggest sales contributor has been Proton's first SUV, the X70, which was launched last December with four variants priced from RM99,800 to RM123,800. The X70 has become the top-selling SUV in the country this year, with Proton delivering 13,572 units in the first five months of 2019.

Annie Lim, the sales manager of Jutania Otomobil Sdn Bhd located in Sea Park, Petaling Jaya, said the dealership already received some enquiries about the X50. "Customers are very satisfied with the SUV and are very impressed with the level of technology and features at that price point." With its premium features and attractive prices, the X70 has elevated Proton's image and this has raised public expectations for its upcoming X50.

Scenario & Task

You are currently the Senior Manager for Marketing and Sales for Proton Edar Malaysia, the official distributor of Proton cars and spare parts in Malaysia. You have been assigned to devise an Integrated Marketing Communications (IMC) Plan with an allocated budget of RM2 million for Proton X50 SUV for the year 2021.

Your IMC plan for the Proton X50 should include the following:

Situational Analysis

Analyse and evaluate the organisation's internal and external environment. You are expected to apply market analysis tools (e.g. SWOT, PEST, Competitors' Analysis, etc.) by using market and company information (e.g. annual reports, sales, market share, etc).