Integrated marketing communication of Honda for different products

1. Umesh Kumar

2.  Established September 24, 1948
 President & CEO Takanobu Ito
 Head Office 1-1, 2-chome,
Minami-Aoyama, Minato-ku, Tokyo 107-
8556, Japan

5. 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.

6.  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.

7. 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.

8.  Creating new value to address environmental
challenges and stay ahead of the time......
Strategy
Reliability and quality

10.  Japan
 South Korea
 Asia, Oceania America
 North America
 Europe, Middle East, Africa
 China

12.  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

14.  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

16.  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

18.  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

20.  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

21. Product
Head Line
s
l
o
g
a
n
Logo
Body Copy

22. Brand name Product Name
Head Line
Sub Head Line
Product
Logo

23. Brand
Heading
Sub Heading
Body Copy
Products

24.  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

25.  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...

26. • 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

27.  Ads : once in a week in different Language
newspaper
 Maximum Online Ads
 Tagline changes in every country

28.  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

29.  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 2006
Civic Hybrid and Fit make the Edmunds.com
list of "Top 10 Most Fuel-Efficient Cars for
2007