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10 Step Marketing Plan for Honda City
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10 Step Marketing Plan for Honda City

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  • 1. 10 STEPMarketing Plan forHonda City http://jeffreyhaber08.blogspot.com/ Jeffrey S. Haber March 2013
  • 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. http://jeffreyhaber08.blogspot.com/
  • 3. Steps 1 to 5A City You Can See Yourself In1. Honda City PTM are exceptional young buyers for entry-level subcompact sedan2. Who wants to reflect their aspiration and “change the rules”3. Can choose Toyota Vios, Chevrolet Aveo, Hyundai Accent, etc.4. Gap is all others are low cost5. The market size is P 140 Billion. Honda City Niche is P 1.35 Billion. http://jeffreyhaber08.blogspot.com/
  • 4. Steps 6 to 10The Pulse of the City6. City has an outstanding design among its competitors7. Is priced 10% more than Vios and Accent, 22% more than Aveo8. Uses TV, events, internet9. Is distributed in key areas only10. Uses a niche the best among the rest http://jeffreyhaber08.blogspot.com/
  • 5. Part 1: Steps 1 to 5Positioning to thePrimary Target Market http://jeffreyhaber08.blogspot.com/
  • 6. 1. Honda City PTM are theworking class professionals 24-40 years old, social class B and C, single or married Young active enthusiasts who lead a busy life, are focused and dedicated for their work but also conscious about looks and fashion Synonymous to comfort, would have a good mileage and will gave an amazing pick up http://jeffreyhaber08.blogspot.com/
  • 7. PTM Worth the Trip EveryTimeI feel proud when driving withclass I want to attract opposite sex http://jeffreyhaber08.blogspot.com/
  • 8. 2. Professionals have uniqueNeeds, Wants & Demands Professionals need to reflect work elegance and career milestone, boosting their self-esteem Professionals choose Honda City over other sedan to separate their sophisticated image to Taxi Cars Professionals demands class-leading sense of driving ease and style to feel more sexually attractive http://jeffreyhaber08.blogspot.com/
  • 9. 3a. Honda City has manytough competitors Direct: Toyota Vios, Hyundai Accent, etc. Indirect: FX/Taxi, Jeeps, Buses, MRT, LRT, Bike Variables: Age, Price, Convenience of Use, Availability, Brand http://jeffreyhaber08.blogspot.com/
  • 10. 3b. Competitive Position Map Price vs. Design and Usage Low Price High Price ToyotaUsed by Taxi Vios Hyundai Chevrolet AccentLuxury Design Aveo Honda City http://jeffreyhaber08.blogspot.com/
  • 11. 4. Honda City positions in aniche market opportunityHonda City is the only entry-level sedan  With luxurious design carrying strong brand name equivalent to comfort  Who wants to segregate itself to the others by its reputation for not being used as a Taxi Cab.Chevrolet Aveo is trying to catch up with this positionOthers focus on basic car accessories, low price and cheap looking designs http://jeffreyhaber08.blogspot.com/
  • 12. 4. “Positioning”: brandidentity from the makerForever change the rules. http://jeffreyhaber08.blogspot.com/
  • 13. 5a. Based on Competition data,car sales is 171k unitsToyota dominates this marketas almost all the South Asianmarkets. In 2012 it sold 65.396vehicles with a share of 35.6%almost stable across the entireyear.Honda was 5th, selling 11.396units with a share of 6.2%,declined in the second half ofthe year due to lowperformance in Q4, when sharewas 5.7%.Reference:http://focus2move.com/component/k2/item/464-philippines-car-market-in-2012-hit-new-record-sales http://jeffreyhaber08.blogspot.com/
  • 14. 5a. Based on Competition data,Honda City sales ≈ 1900 unitsHonda City wasranked 9th for selling1843 units byDecember 2012Reference:http://focus2move.com/component/k2/item/464-philippines-car-market-in-2012-hit-new-record-sales http://jeffreyhaber08.blogspot.com/
  • 15. 5b. Based on Consumer data,Car sales is 112k unitsReference:http://www.campiauto.org/downloads/2012-dec.pdfhttp://business.inquirer.net/97551/nov-vehicle-sales-up-21-says-campi http://jeffreyhaber08.blogspot.com/
  • 16. 5c. Extracting Company data,Honda City mkt share ≈ P1.6 B Average price for Honda City ≈ P 822k 1900 units x P 822k = P 1.6 Billion Market Share ≈ 171 k = P 140 Billion http://jeffreyhaber08.blogspot.com/
  • 17. Part 2: Steps 6 to 10The Marketing MixStrategy http://jeffreyhaber08.blogspot.com/
  • 18. 6a. Subcompact Sedan isDominated by 3 Major Brands http://jeffreyhaber08.blogspot.com/
  • 19. 6b. What makes Honda Citydifferent as a product?Honda City is the only entry-level sedan That mirror image of your personality Make your driving experience delightful and pleasurable Luxurious sedan with Euro-4 Level standards having clean emission above average With G-Force Control technology provides enhanced passive safety shielding http://jeffreyhaber08.blogspot.com/
  • 20. 6c. Honda City offers3 variants in 5 flavorsVariants:1. Honda City 1.5E AT2. Honda City 1.3S AT3. Honda City 1.3S MTColors:1. Sparkling Brown2. Urban Titanium3. Crystal Black4. Taffeta White5. Habanero Red http://jeffreyhaber08.blogspot.com/
  • 21. 7. Price of Subcompact SedanVary from P585k to P836k PRICE PER UNIT BASED ON CURRENT MARKET (MARCH 15, 2013)Engine Honda City Toyota Vios Hyundai Chevrolet Aveo Accent Size Manua Auto Manua Auto Manua Auto Manua Auto l l l l1.3 L 5881.3 L 6211.3 L 746 786 712 7471.4 L 5851.4 L 618 708 638 7191.5 L 836 824City is generally priced 10% premium to1.6 L 828Vios and Accent, 22% premium to Aveo. http://jeffreyhaber08.blogspot.com/
  • 22. 8a. Honda City uses TV andInternet Ads, Auto Show 1 2 3 http://jeffreyhaber08.blogspot.com/
  • 23. 8a. Promotions http://jeffreyhaber08.blogspot.com/
  • 24. 8b. Toyota remains # 1moving forward http://jeffreyhaber08.blogspot.com/
  • 25. 9. Honda City is distributed inKey Areas by Honda Cars Phil Key areas only Pick up by customers Cash and credit transactions http://jeffreyhaber08.blogspot.com/
  • 26. 10. Honda City is a NicheLeaderHonda City’s main strategy is to dominate the niche market of Luxury designed high-class car within the subcompact sedan divisionHas an excellent, premium priced product distributed in key district areas http://jeffreyhaber08.blogspot.com/
  • 27. Steps 1 to 5A City You Can See Yourself In1. Honda City PTM are exceptional young buyers for entry-level subcompact sedan2. Who wants to reflect their aspiration and “change the rules”3. Can choose Toyota Vios, Chevrolet Aveo, Hyundai Accent, etc.4. Gap is all others are low cost5. The market size is P 140 Billion. Honda City Niche is P 1.35 Billion. http://jeffreyhaber08.blogspot.com/
  • 28. Steps 6 to 10The Pulse of the City6. City has an outstanding design among its competitors7. Is priced 10% more than Vios and Accent, 22% more than Aveo8. Uses TV, events, internet9. Is distributed in key areas only10. Uses a niche the best among the rest http://jeffreyhaber08.blogspot.com/
  • 29. 10 STEPMarketing Plan forHonda City http://jeffreyhaber08.blogspot.com/ Jeffrey S. Haber March 2013