2. Noorsyazwani Azri Binti Zulkifli
Eka Bin Yusri
Muhammad Sobri Bin Kassim
Safiah Binti Mohd Din @Rahim
Abdullah Bin Ali
3. Honda Motor Co., Ltd. (Honda), incorporated
on September 24, 1948, develops, produces
and manufactures a variety of motor
products, ranging from small general-
purpose engines and scooters to specialty
sports cars.
4. Honda conducts its operations in Japan and
worldwide, including North America, Europe
and Asia. On March 22, 2011, the Company
completed the selling of all its stake in Hero
Honda Motors Limited to Bahadur Chand
Investments Pvt.Ltd. and Hero Investments
Pvt. Ltd.
5. Its passenger car models include
Legend, Accord, Inspire, Civic, Insight, City, A
cura RL, Acura TL, Acura TSX and Acura CSX.
Its minivans, multi-wagons and sport utility
vehicle brands include Elysion, Odyssey, Step
Wagon, Stream, FREED, FR-
V, Airwave, Fit/Jazz, Partner
Pilot, Ridgeline, CR-
V, Element, Crossroad, CR-Z, Acura
RDX, Acura MDX and Acura ZDX.
6. Lumière is a French language for light.
used the french technology combining the
Honda technology to design this product.
10. - absorb sunlight from the sun
- convert the energy from the power trackers to batteries.
- The batteries will supply power to motor controller
- motor controller will move the wheel.
- the solar panel will absorb some energy while the car
exposed to the sunlight.
- the solar panel in the roof will absorb the energy until the
limit of the array.
11. - The cell will be combined together and it is called module.
- The module will merge together and it is called solar array.
- This array will be placed at the roof of the Lumie’re .
- Multiple modules can be wired together to form an array.
- the larger the area of a module or array, the more
electricity that will be produced.
14. Tagline: The Power of Dreams
Brand name: Honda Lumière
Features:
◦ Environmental technology
◦ Compact
◦ Affordable
15.
16. Branding is the process involved in creating a
unique name and image for a product in the
consumer’s mind.
That is why Lumière is been generated.
The uniqueness of Lumière can be easily
placed in consumer mind.
People are usually attracted to item that are
unique and different from others
17. This name are also been given to the car’s
identity that is different from others.
The main uniqueness of this product is the
product been generated by solar which is come
from sunlight.
The word ‘light’ can speak itself to keep in
consumer’s mind that this car are generated and
operated by sunlight which is solar power.
‘Lumière’ has given two message about their
intention, which is the car are generate from
sunlight (solar) and the other information is this
car is from the French technology.
18. Honda popular with their advancement in
technology.
this slogan will gain attention from prospect
through our advancement in technology and also
can deliver the message that our product is
totally new to the market in term of the new
technology.
19. • Independent retail dealers throughout Japan
• Through retail dealers
• Honda Lumière in Malaysia we use indirect
channel
• To local wholesalers and retail dealers
• Some components used in the production of
these vehicles are supplied locally
20. 1) Showroom
- distribute the cars in the showroom at the
most visited branch of Honda.
2) Test Driving
- We show [consumers] how the technology
works.
3) Special authorizes dealer and distributor
21. 1) Advertising
- We published in media such as television,
internet and also newspaper.
2) Sales promotion
- We provides after sales service for our
customer after a period of one year for free
services.
3) Public Relation
- We do a press release of the car, as we do
the exhibition for public to aware for the
benefit features of our cars.
22. Honda experiencing economies of scale
High volumes per model
Marketing skimming pricing
Low price sensitivity
24. • strive to improve and ultimately developing
distinctive competitive that can provide the firm with
competitive advantages over other giant car
manufacturers such as Toyota, Hyundai, and General
Motors.
• As part of social corporate responsibility, the firm's
corporate image is seems to be favorable due to the
concern about the impact of automotive industry into
global warming and environmental destruction.
• The firm is the first mover in manufacturing fuel-
energy efficiency car by launched Honda Insight in
1999. However, only this time, Honda wants to
commercialized Lumière solar car which is being
powered by solar array panel from sunlight.
25. to optimize the performance of principal functions;
production and operation, research and development (R&D)
and also marketing.
automakers are compete in term of production efficiency and
technology features in their products and thus they must be
keep updating technology used in the industry.
Although the technology is very costly but imagine the energy
efficiency the car bring to the car user by using renewable
energy.
26. The solar panel material used in Lumière is
depend on solar ray which consists of
hundred of photovoltaic solar cells or
commonly known as PV cells, in order to
convert sunlight into electricity.
Besides that, the car model use gallium
arsenide solar cells with energy efficiency
around 30 percent.
In overall, the car design and material is used
still the same as normal conventional car with
different unique features.
27. the investment for research and development is
needed in order to produce innovative ideas for
better environment and eco-friendly despite for
better return on investment.
Honda is one of the leading automakers in the
market that is committed and has large profit in
term of sales and revenue and thus the budget for
hybrid fuel-energy car is increasing from year to
year.
29. Many developed countries have own action
plan in order to reduce the effect of global
warming.
For example, Kyoto Protocol.
Germany and Spain enacted an act that is
encourage to promote fuel energy efficiency
car.
30. Consumer are aware and willingly to pay
products that are eco-friendly and save cost.
Influence their purchasing decision in order
to reduce the amount of green house
emissions
The car is use renewable energy that is more
efficient and save cost without producing
disposal waste.
31. Revolution in technology, in example for solar
car, which is use alternative renewable energy
have made it more attractive to the consumer.
According to recent studies, demand for cars
with the lowest carbon dioxide emissions is
rise about 59 percent in EU and for other
regions in the world.
The importance of hybrid solar car that can
replace the conventional car with better energy
efficiency and environmental friendly.
32. Currently, the lifestyle of consumers are seeking
for renewable energy efficiency car with better and
longer performance.
The global demand for eco-friendly cars expected
to rise in the future and the trend reflects concern
about the impact of conventional cars on global
warming and the shortage of oil and natural gas
make the electricity car is one of the alternatives to
sustain the environment and reduce global
warming effects.
35. a distinctive competitive advantage that differ Honda’s
product with competitors product offering.
Most of the rival automakers such as Toyota produce
electricity cars that used plugged-in electric.
Using solar PV cells that convert sunlight into electricity
and have storage battery pack which save more cost
and environmental friendly.
Car compact design means better energy efficiency, low
maintenance cost ,suitable for Asian region market and
teenage market segmentation compare to sedan design
for Toyota Prius.
36. Generally, electric cars are expensive than
gasoline cars due to the additional cost of
their lithium-ion battery pack.
The limited travel range and endurance and
also longer recharge time compare to fossils
fuel car.
differences in controlling electric car because
of difference engine system than gasoline
engine car make electric cars are less
attractive.
37. The shortage of oil and natural gas and high
awareness about environment sustainability make
the solar car is an opportunity to adapt new
automotive revolution.
Reduce reliance on petroleum and natural gas
because of price instability.
the expected rise in profitable demand of electric
car in the future and currently is in introductory
stage of product life cycle.
Spend more on advertising and promotion for
product awareness.
38. hydrogen fuel which is also efficient and
effective energy car which is possess several
attractive values.
public awareness about hybrid car is still low
due to majority of consumers are prefer to
use gasoline cars.
Use marketing promotion to promote value
added in Lumiere.
