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
Target Audience Worksheet Demographic Psychographic Size of Market Distribution Media ReachPrimary 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 BrochureSecondary 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 BrochureTertiary Target Middle-aged - 4% Dealer, personal Television, (>40) selling, Magazine, motorcycle Website, Radio, exhibition, mall or Billboards, motor showroom Brochure
IMC & Segment TV Activity Community TargetEvent Sponsorship
TV advertising Print Ads
• • PrintAds • PrintAds TERTIERPRIMARY 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.