honda
DESCRIPTION
Integrated marketing communication of Honda for different productsTRANSCRIPT
Umesh Kumar
Honda Motor Co. Ltd
Established September 24, 1948
President & CEO Takanobu Ito
Head Office 1-1, 2-chome, Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan
Chief Products
A mobility company by definition, Honda takes great pride in ASIMO, the world's only humanoid robot with the freedom of mobility to walk and climb stairs.
ASIMO
Basic Principles Respect for the
individual. The Three Joys (buying, selling and creating)
Company Principle(Mission statement) Maintaining a global viewpoint, and are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.
Management Policies
always with ambition and youthfulness.
Develop fresh ideas, and make the most effective use of time.
Enjoy work and encourage open communication.
Strive constantly for a harmonious flow of work.
Be ever mindful of the value of research and endeavor.
Creating new value to address environmental challenges and stay ahead of the time......
Strategy Reliability and quality
Message
Japan South Korea Asia, Oceania America North America Europe, Middle East, Africa China
Honda Global
Communication objective- promotion of new Honda city and sale also targeting new audeence
Target market- middle class and youth, style loving people
Primary selling preposition-looks-new design Secondary selling preposition-Style,
affordability Advertisement appeal-rational, emotional Tone and manner- musical, slice of life
Communication objective- change of technology with demand
Target market- young and middle age people
Primary selling preposition- adaptability with time
Secondary selling preposition-new style Advertisement appeal-Music, product
popularity appeal Advertisement format-Animation Tone and manner- Musical
Communication objective-telling about new features of Activa,
Target market- all Primary selling preposition- new features Secondary selling preposition- looks Advertisement appeal- Emotional and
rational and musical Advertisement format-informative and
dramatisation Tone and manner- musical and joy
Communication objective- Reminder of the best quality and brand popularity
Target market- all generations Primary selling preposition-quality Secondary selling preposition-cater to all
age groups Advertisement appeal-rational (product
popularity) and emotional Advertisement format-slice of life Tone and manner- musical
Communication objective- new car promotion +awareness
Target market- neuclear families Primary selling preposition-superior Secondary selling preposition- features,
new car Advertisement appeal- rational news and
announcement appeal Advertisement format- fantasy, bit humor Tone and manner- musical
Product
LogoBody Copy
slogan
Head Line
Sub
Headi
ng
Brand name
Head Line
Product
Product Name
Logo
Body Copy
Sub Head Line
Heading
Products
Brand
Sub Heading
Body Copy
Frequency: Print ad 3-4 times a week and on Star Gold, Zee TV etc. 2 times in a day and online
Reach: Newspaper HT has a distribution of 60000
Audience Size: All who watch TV Media Vehicle Used: TV and Print and online Timing: Weekly print ads and TV ads
Objective of Sales Promotion: To Increase the Sales and profit, promotion
Type of Sales Promotion: Discount offer on completion of 3 years.
Method of personal Selling: Exclusive Showrooms only...
• Understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players.
• Study the entry strategies of global car manufacturers in India.
• Examine and analyze the marketing mix of Hyundai Motors in the Indian passenger car industry.
• Compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry
Hyundai
Ads : once in a week in different Language newspaper
Maximum Online Ads
Tagline changes in every country
Toyota
Insight tops Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2005."Honda Insight earns Highest EPA Fuel Economy Rating in 2005.
2006 Accord Hybrid Sedan wins Kiplinger's Best Fuel Economy in the $30,000-$45,000 category
2006 Insight garners Best Fuel Economy honors from Kiplinger's
2008 Civic GX is named "America's Greenest Car" by the American Council for an Energy-Efficient Economy (ACEEE)
Civic Hybrid is third on the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2006Civic Hybrid and Fit make the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2007