Justin Ryan Thomas Honda Brand IMC Campaign
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Justin Ryan Thomas Honda Brand IMC Campaign

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This presentation contains a full 2.5 year Integrated Marketing Campaign, created for American Honda USA. ...

This presentation contains a full 2.5 year Integrated Marketing Campaign, created for American Honda USA.

My Sections: Mission, Technology, SWOT, Comm & MKTG Objecives, Primary Research, Big Idea, Media & Creative Strategy (Print, Internet, Paid Media, Cause Marketing, Media Schedule, Metrics, Conclusion

visit JThomasIMC.com today!

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    Justin Ryan Thomas Honda Brand IMC Campaign Justin Ryan Thomas Honda Brand IMC Campaign Presentation Transcript

    • Céline Chevalier Kimberly Guzman Stephen Hattersley Edwardson Lim Shenna Huynh Justin Thomas SDSU IMC Consulting
      • INTRODUCTION
      Situation Analysis Introduction Comm. Strategy Execution
      • Introduction
        • Overview
      • Situation Analysis
        • Internal
        • External
        • SWOT
      • Communication Strategy
        • Target Market
        • Communications Objectives
        • Marketing Objectives
        • Big Idea
      • Execution
      • Conclusion
        • Q&A
      Agenda Situation Analysis Introduction Comm. Strategy Execution
      • 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
      Overview Situation Analysis Introduction Comm. Strategy Execution
      • 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
      Overview Situation Analysis Introduction Comm. Strategy Execution
      • 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
      Overview Situation Analysis Introduction Comm. Strategy Execution
      • 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
      Overview Situation Analysis Introduction Comm. Strategy Execution
        • INTERNAL ANALYSIS
      Situation Analysis Introduction Comm. Strategy Execution
      • “ Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”
      Mission Statement Situation Analysis Introduction Comm. Strategy Execution
      • VCM
      • Hybrid IMA
      • CVT
      • VTEC
      • SH-AWD
      • Crash compatibility body
      Technology Situation Analysis Introduction Comm. Strategy Execution
      • Company Values
        • Innovation
        • Research and Development
      • Quality
      • Uniqueness
      Company Values Situation Analysis Introduction Comm. Strategy Execution
    • Demographics Situation Analysis Introduction Comm. Strategy Execution
      • Honda is the 6th largest car manufacturer in the world
      • Main competitors include:
      Current Competition Situation Analysis Introduction Comm. Strategy Execution
      • EXTERNAL ANALYSIS
      Situation Analysis Introduction Comm. Strategy Execution
      • Government and compliance
      • Environmental Issues
      • Society
        • Community Participation
        • Social Welfare
        • Disaster Relief
        • Volunteer Activities
        • Value Communications
      Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
      • Government and compliance
      • Environment
      • Society
        • Community Participation
        • Social Welfare
        • Disaster Relief
        • Volunteer Activities
        • Value Communications
      Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
      • Government and compliance
      • Environment
      • Society
        • Community Participation
        • Social Welfare
        • Disaster Relief
        • Volunteer Activities
        • Value Communications
      Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
      • High Fuel Prices
      • Weak U.S. Economy
      • Financial Crises
        • Global Financial Crisis of 2008
        • Automotive Industry Crisis 2008-2010
      Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
      • High Fuel Prices
      • Weak U.S. Economy
      • Financial Crises
        • Global Financial Crisis of 2008
        • Automotive Industry Crisis 2008-2010
      Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
      • High Fuel Prices
      • Weak U.S. Economy
      • Financial Crises
        • Global Financial Crisis of 2008
        • Automotive Industry Crisis 2008-2010
      Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
      • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
    • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
    • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
    • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
    • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
    • Communication Strategy Situation Analysis Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • Jeunes Diplômés
      Target Market Cont. Situation Analysis Introduction Comm. Strategy Execution
      • Customer Profile: JD
      • 1. Age: 22
      • 2. Location: San Diego, CA
      • 3. Education Level: College Senior (Last Semester)
      • 4. Job: Internship at a small investment firm
      • 5. Interests: Television, movies, learning French
      • 6. 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 Introduction Comm. Strategy Execution
      • Target Market + Others reached via marketing communications, to include:
        • General press/ Automotive specialty press
        • Media companies
        • Bloggers
        • Honda Staff
      Target Audience Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
      • Social Media
      • Twitter
      Primary Research
      • “ 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 Idea Situation Analysis Introduction Comm. Strategy Execution
      • “ 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 Idea Situation Analysis Introduction Comm. Strategy Execution
      • “ 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 Idea Situation Analysis Introduction Comm. Strategy Execution
    • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
    • Print Media Situation Analysis Introduction Comm. Strategy Execution
      • AD 1 NO COPY
      • Ad 2 no copy
      • BILLBOARD
      • Social Media
    • Internet Advertising Vehicles Situation Analysis Introduction Comm. Strategy Execution
    • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
    • Paid Media Advertising Situation Analysis Introduction Comm. Strategy Execution
      • 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 Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
      • 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 Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
      • Green fleet cars
      • Green fleet Flyer
    • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
      • Jack Johnson
      • Social Media
      • Twitter
      • Social Media
    • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
      • 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
      E-Mail Marketing Situation Analysis Introduction Comm. Strategy Execution
    • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
      • Ad1-competitive copy
    • Media Schedule
    • 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
    • Conclusion / Q&A