1. Syndicate 5
Agung Mahendra 29111324
Rangga Tri Raeros 29111314
Joseph Enrico 29111349
Reski Mapriharto 29111326
Gilang Surawijaya 29111350

2. Stage of Brand Communication
 Objective : Increase market share, revenue and
awareness
 Messages : Honda Beat is the motor of the present
trend
 Modes :
 Visual (TV
Objectives Adjust
ads, brochure, billboard, magazine, newspaper, website)
 Non-Visual (Radio, mouth to mouth)
Messages Measurement
 Traditional (Event and Sponsorship)
 Local media
Modes Implement
 Most of the used media is a paid media
 Implement
 Continuous

3. IMC Program
TV Print ads Sales Sponsorship Radi Billboard Event
promotion o
Coverage +++ + ++ ++ + +++ ++
Contribution +++ +++ +++ +++ ++ ++ +++
Commonality +++ ++ ++ + + ++ ++
Complementar +++ +++ +++ +++ +++ +++ +++
y
Versatility + ++ + + + + ++
Cost +++ +++ +++ +++ ++ +++ ++
Note : + (weak)
++ (Medium)
+++ (Strong)

4. Target Audience Worksheet
Demographic Psychographic Size of Market Distribution Media Reach
Primary Target Point
Young People Strivers 63 % Dealer, Television,
(17-21 yo) people motorcycle Magazine,
Female High exhibition, School Website, Radio,
Middle to low mobility event,mallor Bilboard,
income motor showroom Brochure
Secondary Adult Thinkers 33 % Dealer, mall, Television,
Target (21-40yo) people personal selling, Magazine,
Male motorcycle Website, Radio,
Middle-middle up exhibition, mall, or Billboards,
motor showroom Brochure
Tertiary Target Middle-aged - 4% Dealer, personal Television,
(>40) selling, Magazine,
motorcycle Website, Radio,
exhibition, mall or Billboards,
motor showroom Brochure

5. IMC & Segment
TV
Activity Community
Target
Event Sponsorship

6.  TV advertising
 Print Ads

7.  Sales Promotion/Exhibition

8.  Sponsorship
 Event

9. • • PrintAds • PrintAds
TERTIER
PRIMARY
SECONDARY
Television
• Sponsorship • Exhibition • Exhibition
• Event • Sales • Sales
• Billboard Promotion Promotion
• Magazine • Television • Television
• Website • Billboard • Billboard
• Newspaper • Newspaper
• Website
The Honda IMC already fit with
the segmentation.

10. Thank You
