Justin Ryan Thomas Honda Brand IMC Campaign
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Céline ChevalierKimberly GuzmanStephen HattersleyEdwardson LimShenna HuynhJustin Thomas
SDSU IMC ConsultingSDSU IMC Consulting
INTRODUCTIONINTRODUCTION
Situation Analysis
IntroductionComm.
StrategyExecution
Introduction Overview
Situation Analysis Internal External SWOT
Communication Strategy Target Market Communications Objectives Marketing Objectives Big Idea
Execution Conclusion
Q&A
AgendaSituation Analysis
IntroductionComm.
StrategyExecution
Honda Motor Co. Is one of the largest vehicle manufacturers in the world
Specialize in developing automobiles, motorcycles, and engines for other products
The company operates primarily in Japan and North America
Honda sells on average about 1.2 million cars in he US alone each year
OverviewSituation Analysis
IntroductionComm.
StrategyExecution
Honda Motor Co. Is one of the largest vehicle manufacturers in the world
Specialize in developing automobiles, motorcycles, and engines for other products
The company operates primarily in Japan and North America
Honda sells on average about 1.2 million cars in he US alone each year
OverviewSituation Analysis
IntroductionComm.
StrategyExecution
Honda Motor Co. Is one of the largest vehicle manufacturers in the world
Specialize in developing automobiles, motorcycles, and engines for other products
The company operates primarily in Japan and North America
Honda sells on average about 1.2 million cars in he US alone each year
OverviewSituation Analysis
IntroductionComm.
StrategyExecution
Honda Motor Co. Is one of the largest vehicle manufacturers in the world
Specialize in developing automobiles, motorcycles, and engines for other products
The company operates primarily in Japan and North America
Honda sells 1.2 million cars in the US alone each year, on average
OverviewSituation Analysis
IntroductionComm.
StrategyExecution
INTERNAL INTERNAL ANALYSISANALYSIS
Situation Analysis
IntroductionComm.
StrategyExecution
“Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”
Mission StatementSituation Analysis
IntroductionComm.
StrategyExecution
VCM Hybrid IMA
CVT
VTEC
SH-AWD
Crash compatibility body
TechnologySituation Analysis
IntroductionComm.
StrategyExecution
Company Values Innovation Research and Development
QualityUniqueness
Company ValuesSituation Analysis
IntroductionComm.
StrategyExecution
DemographicsSituation Analysis
IntroductionComm.
StrategyExecution
Current CompetitionSituation Analysis
IntroductionComm.
StrategyExecution
Honda is the 6th largest car manufacturer in the worldMain competitors include:
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Situation Analysis
IntroductionComm.
StrategyExecution
EXTERNAL EXTERNAL ANALYSISANALYSIS
Government and compliance
Environmental Issues
Society Community Participation Social Welfare Disaster Relief Volunteer Activities Value Communications
Legal Ethical FactorsSituation Analysis
IntroductionComm.
StrategyExecution
Government and compliance
Environment Society
Community Participation Social Welfare Disaster Relief Volunteer Activities Value Communications
Legal Ethical FactorsSituation Analysis
IntroductionComm.
StrategyExecution
Government and compliance
Environment
Society Community Participation Social Welfare Disaster Relief Volunteer Activities Value Communications
Legal Ethical FactorsSituation Analysis
IntroductionComm.
StrategyExecution
High Fuel Prices
Weak U.S. Economy
Financial Crises Global Financial Crisis of 2008 Automotive Industry Crisis 2008-2010
Economy / PoliticsSituation Analysis
IntroductionComm.
StrategyExecution
High Fuel Prices
Weak U.S. Economy
Financial Crises Global Financial Crisis of 2008 Automotive Industry Crisis 2008-2010
Economy / PoliticsSituation Analysis
IntroductionComm.
StrategyExecution
High Fuel Prices
Weak U.S. Economy
Financial Crises Global Financial Crisis of 2008 Automotive Industry Crisis 2008-
2010
Economy / PoliticsSituation Analysis
IntroductionComm.
StrategyExecution
Government bailouts for General Motors and Chrysler
Toyota Recalls of 2010 Cash for Clunkers Car Allowance Rebate System
Results:o 690,114 dealer transactions with Honda accounting for 13.0% of
saleso #2 Selling Car Honda Civico Led to gain in market share for Japanese and European
manufacturers at the expense of American car makers
Economy / Politics Cont.Situation Analysis
IntroductionComm.
StrategyExecution
Government bailouts for General Motors and Chrysler
Toyota Recalls of 2010 Cash for Clunkers Car Allowance Rebate System
Results:▪ 690,114 dealer transactions with Honda accounting for 13.0% of
sales▪ #2 Selling Car Honda Civic▪ Led to gain in market share for Japanese and European
manufacturers at the expense of American car makers
Economy / Politics Cont.Situation Analysis
IntroductionComm.
StrategyExecution
Government bailouts for General Motors and Chrysler
Toyota Recalls of 2010 Cash for Clunkers Car Allowance Rebate System
Results:▪ 690,114 dealer transactions with Honda
accounting for 13.0% of sales.▪ #2 Selling Car Honda Civic▪ Led to gain in market share for Japanese
and European manufacturers at the expense of American car makers
Economy / Politics Cont.Situation Analysis
IntroductionComm.
StrategyExecution
Shift towards more economical, fuel efficient vehicles due to: High gas prices Increased environmental awareness
Green movement encouraging more fuel efficient transportation
Carpooling Public Transportation Alternative transportation (bikes, skateboards, etc.) Most viable solution is the invention of the Hybrid
Social TrendsSituation Analysis
IntroductionComm.
StrategyExecution
Shift towards more economical, fuel efficient vehicles due to: Frequently high gas prices Increased environmental awareness
Green movement encouraging more fuel efficient
transportation Carpooling Public Transportation Alternative transportation (bikes, skateboards, etc.) Most viable solution; increasing use of the hybrid
engine
Social TrendsSituation Analysis
IntroductionComm.
StrategyExecution
SWOT AnalysisSituation Analysis
IntroductionComm.
StrategyExecution
SWOT AnalysisSituation Analysis
IntroductionComm.
StrategyExecution
SWOT AnalysisSituation Analysis
IntroductionComm.
StrategyExecution
SWOT AnalysisSituation Analysis
IntroductionComm.
StrategyExecution
Communication StrategySituation Analysis
IntroductionComm.
StrategyExecution
Primary Market Middle and Upper socio economic
classes Financially stable Desire to purchase a vehicle Style conscious Considers value
Secondary Market Entry-Level buyers Desire an affordable, yet stylish vehicle
Tertiary Market Bloggers, those who participate or view online diaries,
podcasts, or other forms of social media Important to influencing the perception of brands
Target Market Situation Analysis
IntroductionComm.
StrategyExecution
Primary Market Middle and Upper socio economic classes Financially stable Desire to purchase a vehicle Style conscious Considers value
Secondary Market Entry-Level buyers Desire an affordable, yet stylish vehicle
Tertiary Market Bloggers, those who participate or view online diaries,
podcasts, or other forms of social media Important to influencing the perception of brands
Target MarketSituation Analysis
IntroductionComm.
StrategyExecution
Primary Market Middle and Upper socio economic classes Financially stable Desire to purchase a vehicle Style conscious Considers value
Secondary Market Entry-Level buyers Desire an affordable, yet stylish vehicle
Tertiary Market Bloggers, those who participate or view
online diaries, podcasts, or other forms of social media
Important to influencing the perception of brands
Target MarketSituation Analysis
IntroductionComm.
StrategyExecution
Jeunes Diplômés
Target Market Cont. Situation Analysis
IntroductionComm.
StrategyExecution
Customer Profile: JD
1. Age: 222. Location: San Diego, CA 3. Education Level: College Senior (Last
Semester)4. Job: Internship at a small investment firm5. Interests: Television, movies, learning
French6. Hobbies: Playing guitar, photography,
following Pro Sport fantasy leagues
What he’s thinking right now:
What he’s worried about right now:
Target Market Cont. Situation Analysis
IntroductionComm.
StrategyExecution
Target Market + Others reached via marketing communications, to include: General press/ Automotive specialty press Media companies Bloggers Honda Staff
Target Audience Situation Analysis
IntroductionComm.
StrategyExecution
Brand Image Build the brand image amongst the target
market
Focus on communicating specific values Fun, Safety, Environmental friendliness
Media Print, streaming video, direct marketing, internet, outdoor
Cause Marketing Support a cause relevant to our target market
Communication ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
Brand Image Build the brand image amongst the 18-24, educated market
Focus on communicating specific values Fun, Safety, Environmental friendliness
Media Print, streaming video, direct marketing, internet, outdoor
Cause Marketing Support a cause relevant to our target market
Communication ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
Brand Image Build the brand image amongst the 18-24, educated market
Focus on communicating specific values Fun, Safety, Environmental friendliness
Media Print, streaming video, direct marketing,
website, outdoor
Cause Marketing Support a cause relevant to our target market
Communication ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
Brand Image Build the brand image amongst the 18-24, educated market
Focus on communicating specific values Fun, Safety, Environmental friendliness
Media Print, streaming video, direct marketing, internet, outdoor
Cause Marketing Support a cause relevant to our target market
Communication ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
No specific sales/ market share objectives Offer little guidance for promotional
development Marketing communications do not have an
immediate impact Consumers must be in the market
Passive approach Focus on creating favorable predispositions
Make Honda #1 among all auto brands
Marketing ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
No specific sales/ market share objectives Offer little guidance for promotional development Marketing communications do not have an immediate impact Consumers must be in the market
Passive approach Focus on creating favorable predispositions
Make Honda #1 among all auto brands
Marketing ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
No specific sales/ market share objectives Offer little guidance for promotional development Marketing communications do not have an immediate impact Consumers must be in the market
Passive approach Focus on creating favorable predispositions
Make Honda #1 among all auto brands
Marketing ObjectivesSituation Analysis
IntroductionComm.
StrategyExecution
Primary Research
Social MediaTwitter
“Consumer Sweet Spot” Recently entered or approaching a new life
stage Cognitive dissonance
Honda will help them transition Allow the driver to be both responsible and free spirited
Supporting evidence Technology Fun = free spirit Safety/Environment = responsible
Big IdeaSituation Analysis
IntroductionComm.
StrategyExecution
“Consumer Sweet Spot” Recently entered or approaching a new life stage Cognitive dissonance
Honda will help them transition Allow the driver to be both responsible and
free spirited
Supporting evidence Technology Fun = free spirit Safety/Environment = responsible
Big IdeaSituation Analysis
IntroductionComm.
StrategyExecution
“Consumer Sweet Spot” Recently entered or approaching a new life stage Cognitive dissonance
Honda will help them transition Allow the driver to be both responsible and free spirited
Supporting evidence Technology Fun = free spirit Safety/Environment = responsible
Big IdeaSituation Analysis
IntroductionComm.
StrategyExecution
Media and Creative StrategySituation Analysis
IntroductionComm.
StrategyExecution
Print MediaSituation Analysis
IntroductionComm.
StrategyExecution
AD 1 NO COPY
Ad 2 no copy
BILLBOARD
Social Media
Internet Advertising VehiclesSituation Analysis
IntroductionComm.
StrategyExecution
Media and Creative StrategySituation Analysis
IntroductionComm.
StrategyExecution
Paid Media AdvertisingSituation Analysis
IntroductionComm.
StrategyExecution
The Other 9-5 Teaser commercial used in the
summer months meant to entice viewers to visit the Full of Life website
Have target audience associate “positive feelings” with the Honda Brand
Exhibit the different lifestyles that JDs balance everyday
Online Teaser Advertisement
Situation Analysis
IntroductionComm.
StrategyExecution
PRINT W/ IMAGE COPY
AD 2 COPY
Which University can design the most effective environmental-action movement
$100,000 budget
Incentives $10,000 scholarship Green Fleet edition Honda CRZ Jack Johnson Concert at winning University
Events at competing universities
Webisode series to document team’s progress
Cause Marketing
The Honda Full of LifeGreen Fleet Contest
Situation Analysis
IntroductionComm.
StrategyExecution
Which University can design the most effective environmental movement $100,000 budget
Incentives $10,000 scholarship Green Fleet edition Honda CRZ Jack Johnson Concert at winning University
Events at competing universities
Webisode series to document team’s progress
Cause Marketing
The Honda Full of LifeGreen Fleet Contest
Situation Analysis
IntroductionComm.
StrategyExecution
Which University can design the most effective environmental movement $100,000 budget
Incentives $10,000 scholarship Green Fleet edition Honda CRZ Jack Johnson Concert at winning University
Events at competing universities
Webisode series to document team’s progress
Cause Marketing
The Honda Full of LifeGreen Fleet Contest
Situation Analysis
IntroductionComm.
StrategyExecution
Which University can design the most effective environmental movement $100,000 budget
Incentives $10,000 scholarship Green Fleet edition Honda CRZ Jack Johnson Concert at winning University
Events at competing universities
Webisode series to document team’s progress
Cause Marketing
The Honda Full of LifeGreen Fleet Contest
Situation Analysis
IntroductionComm.
StrategyExecution
Aligns Honda with two causes Environment Higher Education
Opportunity to go viral Webisodes
Takes advantage of star power Jack Johnson
Cause Marketing
The Honda Full of LifeGreen Fleet Contest Cont.
Situation Analysis
IntroductionComm.
StrategyExecution
Aligns Honda with two causes Environment Higher Education
Opportunity to go viral Webisodes
Takes advantage of star power Jack Johnson
Cause Marketing
The Honda Full of LifeGreen Fleet Contest Cont.
Situation Analysis
IntroductionComm.
StrategyExecution
Aligns Honda with two causes Environment Higher Education
Opportunity to go viral Webisodes
Takes advantage of “star power” Jack Johnson
Cause Marketing
The Honda Full of LifeGreen Fleet Contest Cont.
Situation Analysis
IntroductionComm.
StrategyExecution
Green fleet cars
Green fleet Flyer
Media and Creative StrategySituation Analysis
IntroductionComm.
StrategyExecution
Jack Johnson
Social MediaTwitter
Social Media
Media and Creative StrategySituation Analysis
IntroductionComm.
StrategyExecution
E-Mail MarketingSituation Analysis
IntroductionComm.
StrategyExecution
Month: May
Sender: The Honda Green Fleet
Subject Line: Check out the season finale webisode for Honda’s Green Fleet Contest
Body: Green Fleet contest promotion, Honda new graduate car deals, featured webisodes, large graphic, landing page to Full of Life website and Green Fleet contest, trackable URL
Media and Creative StrategySituation Analysis
IntroductionComm.
StrategyExecution
Ad1-competitive copy
Media Schedule
Medium Vehicle January February March April May June July August September October November December Print
Magazines w/ copyElleNew YorkerLuckySpinMen's JournalWiredMotor TrendsMaxim
Magazines w/ competitive copy ElleNew YorkerLuckySpinMen's JournalWiredMotor TrendsMaxim
Outdoor Billboards
InternetWebsites
fulloflife.comBanner ads
Youtube.comaolsports.comnbc.comYahoo.com
Social Media Facebook.comTwitter.com
Direct Marketinge-mail Marketing
Public RelationsPress Release
Envoronmental BlogsEvents
Cause Marketing CampaignsConcert
Jack Johnson
Year 3: 2013
Budget Allocation
Media Costs
Internet $10,689,480.00
Outdoor $8,190,000.00
Direct Marketing $64,200.00
Print $14,914,032.00
Event $939,875.00
Production Cost $75,000.00
Total $34,872,587
Metrics
Media Vehicle MetricPrint Magazines Total audience or readership by circulation of average per issue
Internet Website Analytics software, trackable URLs, direct requests, keyword searchBanner Ads Analytics software, Clickstream Data, trackable URLsSkyscrpaers Analytics software, Clickstream Data, trackable URLsSocial Media Analytics software, trackable URLs, direct requests, keyword search, Twitter followers, Facebook Fans, landing pagesStreaming Video Direct requests
Outdoor Billboards Simmons Marketing Research BureauDirect Marketing E-Mail Marketing Analytics software, trackable URLs, landing pages, post and replies to social media accountsPublic Relations Press Release Responses to blog, Analytics software, Clickstream data
Events Green Fleet Contest Number of E-Mails generated, number of applicants, Facebook Fans, Twitter followers, Website trafficJack Johnson Concert Number of attendees
Conclusion / Q&A
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