Proton Cars Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Proton Cars analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Proton Cars marketing strategy. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Proton Cars.

Let us start the Proton Cars Marketing Mix & Strategy:

Proton Cars Product Strategy:

The product strategy and mix in Proton Cars marketing strategy can be explained as follows:

Proton cars is one of the leading car manufacturers in the world based out of Malaysia. It is active in automobile design, manufacturing, design and sales. It has several cars models as a part of its marketing mix product portfolio. Proton cars offer several models that suit customer tastes and preferences. Proton Saga, Persona, Iriz, Ertiga, Preve, Suprima, Exora, Perdana are few among the existing models. These Proton cars come under the segment of Sedan, hatchback or MPV. They also manufacture coupe, pickup and microvan.


Image: flickr.com/photos/aero7my


Proton Cars Price/Pricing Strategy:

Below is the pricing strategy in Proton Cars marketing strategy:

Proton cars are generally considered as value for money.

They are mainly targeted to the upper middle-class segment for whom car is a basic necessity. Government provides Proton with rebates due to which prices of the cars are cheaper than others. The price ranges from RM 40,000 to RM 120,000. Proton cars also use international pricing strategy where the prices are fixed as per the purchasing power of the country. Consumers consider this brand to be relatively cheaper than its competitors.


Proton Cars Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Proton Cars SWOT Analysis, STP & Competitors

Proton Cars Place & Distribution Strategy:

Following is the distribution strategy of Proton Cars:

Proton cars operates through its website along with an app – MyProton. They are easily available in Malaysia and operate in countries like UK, Australia and Singapore. They have exported 400,000 units globally. UK is a key market for Proton and they export to prominent countries like Egypt, South Africa, Chile, Indonesia, Germany, and Thailand.

The Proton cars distribution channels are retail store as well as their online website.


Proton Cars Promotion & Advertising Strategy:

The promotional and advertising strategy in the Proton Cars marketing strategy is as follows:

Proton cars has used advertisement, event marketing and sponsorship to promote its products. They have implemented different Integrated Marketing Communications for different car models. Print, radio as well as television commercials are used for promotion of Proton cars. They give rebates and promo during festivals which are one of the ways to promote the brand. Collaboration with Honda, Suzuki and Geely has proven to be effective. This completes the marketing mix of Proton cars.


About Proton Cars:

Known as Proton Holdings Berhad, it is a Malaysian national automobile manufacturer, its first product was Proton Saga which was based on Mitsubishi Motors.

Proton cars is the first national badged car company in Malaysia. They were originally a manufacturer of Mitsubishi Motors products.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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