honda of kenosha
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Honda of Kenosha. Presents:. New and used cars Campaign: December through February. COM203: Advertising Carroll University Margaret Murphy December 2010. Situation Analysis. SWOT Analysis. Strengths: Produce quality automobiles at an affordable price F uel efficient cars - PowerPoint PPT PresentationTRANSCRIPT
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Honda of KenoshaNew and used cars
Campaign:December through February
Presents:
COM203: AdvertisingCarroll UniversityMargaret MurphyDecember 2010
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Situation Analysis
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SWOT Analysis• Strengths:– Produce quality automobiles at an affordable
price– Fuel efficient cars – Offers variety of hybrids– At dealership: children’s play room, free
Starbucks coffee, flat screen TV lounge, wi-fi and computer work stations
– 5 day return policy on pre-owned cars, 1 year free maintenance, and unlimited free car washes
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SWOT Analysis• Weaknesses:– Foreign car – Chrysler plant in the area that provided
many jobs for the community – New dealership
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SWOT Analysis• Opportunities– Chrysler buyers and former employees
who are upset of the shutting down of a recent plant
– Highlight affordability and fuel efficient cars
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SWOT Analysis• Threats:–Worldwide recession – Toyota dealership – Other Honda dealerships near by
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Competitive Review• Key Competitors: – Toyota– Schlossmann’s Honda –Wilde Honda
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Competitive Review Continued
• Toyota:– Convenience, sales, savings and
selection– Largest selection of new and used
dealership in Wisconsin– Toyota received the “Toyota President’s
Award” which is dedicated to the satisfaction of Toyota customers.
–Might have a bad reputation because of recalls
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Competitive Review Continued
• Schlossmann’s Honda: –Money-saving incentives and car
specials – Also offered are specials on car parts–Most centralized dealership– Top dealers in Milwaukee–May show loyalty to other Honda
dealerships– Bad economy
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Competitive Review Continued
• Wilde Honda:– Money-saving specials– Backed by outstanding service – Features an enhanced lounge, a ten vehicle
show floor, state-of–the-art service and parts area equipped with the most current diagnostic equipment.
– Largest volume Honda dealer– Show loyalty to other Honda dealers– Bad Economy
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Objectives1. Increase new and used sales by
20%2. Increase store traffic by 40%
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Strategies• 1.Show off high quality features such
as:– Safety– Fuel efficiency– Interior styling, etc.
• 2. In-Store Events– Santa!– IPad Raffle
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Target Audience• Primary
– Women– 25-45 years old– Income: $65-100 thousand– Living in Kenosha, Racine, Milwaukee (and
neighboring areas)• Secondary
– Men and Women– Milwaukee, Waukegan, Gurnee area– Income: $65,000 or less– Any age over 25
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Positioning• Sophisticated yet affordable• Enhanced buying experience• Better facility than competition• Better vehicles than competition
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Campaign Theme• Upgrade from competition• Enhanced buying experience• “You’re Welcome.”
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Radio Ads
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Campaign Flowchart
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Budget Summary
15%
20%
48%
0% 16%
December BudgetMall Poster She Magazine RadioSanta Decorations
$5,400 Mall Poster$7,000 She Magazine$16,800 Radio$46 Santa$5,754 Decorations
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49%
5%
26%
15%
5%
January BudgetRadio Kenosha News BillboardIpads The Journal Times$9,000 Billboard
$5,000 Ipads$1,800 The Journal Times
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44%
16%
41%
February BudgetShe Magazine 414 Magazine Midwest Living
$14,000 She Magazine$5,000 414 Magazine$13,000 Midwest Living
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Thank You!