Branding IMC & segment

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Branding IMC & segment

  1. 1. Syndicate 5Agung Mahendra 29111324Rangga Tri Raeros 29111314Joseph Enrico 29111349Reski Mapriharto 29111326Gilang Surawijaya 29111350
  2. 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. 3. IMC Program TV Print ads Sales Sponsorship Radi Billboard Event promotion oCoverage +++ + ++ ++ + +++ ++Contribution +++ +++ +++ +++ ++ ++ +++Commonality +++ ++ ++ + + ++ ++Complementar +++ +++ +++ +++ +++ +++ +++yVersatility + ++ + + + + ++Cost +++ +++ +++ +++ ++ +++ ++ Note : + (weak) ++ (Medium) +++ (Strong)
  4. 4. 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
  5. 5. IMC & Segment TV Activity Community TargetEvent Sponsorship
  6. 6.  TV advertising Print Ads
  7. 7.  Sales Promotion/Exhibition
  8. 8.  Sponsorship Event
  9. 9. • • 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.
  10. 10. Thank You 

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