1. 10 STEP
Marketing Plan for
Honda CIVIC
Mary Anne Cuartero
October 2013
http://maryannecuartero@blogspot.com
1

2. Disclaimer
This 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.

3. Steps 1 to 5
The Good Life with Civic
1.
2.
3.
4.
5.
Civic’s PTM are young
professionals/, businessmen/women
Who wants luxury and powerful engines
Other choices are
Altis, Focus, Elantra, Cruze, and Mazda 3
Gap is on a car which exudes luxury and
status
Market size is not less than Php41B

4. Steps 6 to 10
A taste of luxury
6.
7.
8.
9.
10.
Civic – a compact sedan
Price starts at Php908,000.00
Product is promoted by means of
advertising, events and experiences, person
to person selling, and promotions
Dealership is strategically located all over
Philippines
Makes use of DIFFERENTIATION as winning
strategy

5. 1. Honda Civic’s PTM wants a touch of
luxury and powerful engines



30 to 50 years old, Male or
Female, Social Class A,B, or
C, Single, Married – with or without kids
Professionals and businessmen/women
who can afford to buy expensive cars.
They replace cars every 3 to 5 years
and are after the quality, prestige and
status that goes with the brand.

6. Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)
I feel confident because
I own a Honda CIVIC
I am in the same circle as
those who have “class”
Safety is very important
I am Successful
Esteem Needs
(Recognition, Statu
s)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
6

7. 2. PTM’s needs, wants &
demands
Needs: high regard for safety, to belong to a chosen
“class” of people, to be recognized, and achieve
self-actualization.
Wants: brand promise that it will maintain high
standards of quality, design, and prestige.
Demands: powerful engines, sleek
design/elegance, fuel efficient, status – a car
that is not being used as a Public Utility
Vehicle, and luxury.

8. 3a. The Honda Civic has many
competitors in the market



Direct: Toyota Altis, Chevrolet Cruze, Ford
Focus, Mazda 3, Hyundai Elantra
Indirect: SUV’s of the same price range –
both brand new and second hand, cheaper
cars (i.e. Honda City, Vios, etc.)
Variables: Age, design, color
choices, efficiency, performance and
promise of luxury or status.

9. Honda Civic is no. 1 in the category of
sedans with prestigious personas
as of 2011
Design vs. Status
Design/
Status
High
Prestige
Low
Prestige
Interior
Mazda 3
Civic
Altis
Exterior
Ford
Focus
Elantra
Civic
Altis
Ford
Focus
Mazda 3
Cruze

10. as of 2011
Honda Civic’s Positioning to be a
leader in “prestigious” Sedans
Benefit Positioning vs. Brand Matrix
Functional Benefit
Civic
Altis
Elantra
Cruze
Focus
Mazda 3
Double Airbags
Alert Sensors
Airconditioning
Eco-Assist
Key-less Entry
Front & Rear Disc Breaks
Harder to stand out amidst the competitive clutter.

11. 4. The Honda Civic Strongly Positions
itself through Image and Reputation
Honda Civic is a brand which…
 Offers affordable luxury, elegance and
prestige
 Gives the owner that feeling of “class” and
confidence
 Has created a reputation of having powerful
engines.

12. 4. The Honda Civic Strongly Positions
itself through Image and Reputation
Other brands are trying to be imbibe the
prestigious persona of Honda Civic.
The unique selling proposition should
focus on both performance and
prestige.

13. 5a. Based on Competitor Press
Releases, Total Sedan Market is not
less than 156,000 units
Year
2012
2011
2010
2009
2008
2007
2006
Source: CAMPI
Total Industry
156,649.00
141,616.00
68,490.00
132,444.00
124,449.00
117,903.00
99,541.00
Passenger Car Sale
48,328.00
44,862.00
58,691.00
46,228.00
44,425.00
41,213.00
38,479.00

14. From the No. 2 Post, Honda went down
to No. 3 in the last 2 years
Brand
2011
Toyota
33%
Hyundai
12%
Ford/Mazda
7%
Honda
7%
Chevrolet
1%
Source: www.topgear.com.ph
Share
2010
2009
33%
34%
12%
8%
5%
6%
9%
13%
No Data No Data
2008
37%
8%
6%
11%
No Data

15. Honda Philippines’ Vows to
Regain Market Share
1.
2.
3.
Based on Company Data: Honda cars
sold 12,653 units in 2012
Honda Philippines Sees a 9% increase
in car sales for 2013
Total market size of passenger cars is
30.85% of the total sales of the entire
industry

16. 5c. The Number of New Vehicles
Registered with the LTO Increased at
the Rate of 6% Per Year
In 2011, a total of 61,743 new cars
were registered with the LTO
1.

Some banks receive a total of 50 to 70
car loan applications per month.

17. 5. As of 2012, the Total Marketshare
of Cars is not Less that Php41B
1.
Competitor data= 13 Billion
2.
Company data = 13 Billion
3.
Customer Usage data = 41 Billion

18. 6a. In High End Sedans, Civic
has 5 Competitors
Honda Civic
Toyota Altis
Hyundai Elantra
Ford Focus
Mazda 3
Chevrolet Cruze

19. 6b. The Honda Civic at a
Glance
Colors
White Orchid
Carnelian Red
Crystal Black
Urban Titanium
Frosty White
Taffeta White
Variant &
Transmission
2.0 EL – 5AT; 1.8E – 5AT;
1.8S – 5AT and 5MT
Engine
SOHC i-VTEC

20. 7. Price
Model Variant
Price
Civic 1.8 S MT
Php908,000.00
Civic 1.8 S AT
Php948,000.00
Civic 1.8 E AT
Php1,008,000.00
Civic 2.0 EL AT
Php1,145,000.00
Civic 2.0 EL AT (White Orchid Pearl)
Php1,165,000.00

21. A Comparison of Prices
Make
Price Range
Civic
Php908,000.00 – 1,165,000.00
Altis
Php814,000.00 – 1,155,000.00
Focus
Php859,000.00 – 1,218,000.00
Mazda 3
Php899,000.00 – 1,299,000.00
Elantra
Php818,000.00 – 958,000.00
Cruze
Php858,888.00 – 1,103,888.00

22. 8.a. Modes Being Used to
Market the Honda Civic
Mass
Personal
Sales Promotion – 1
Personal Selling - 2
Advertising - 3
Word of Mouth - 5
Events and Experience
-4

23. 8a. Honda Civic Promotions

24. 8b. Competitors promotions

25. 9. 28 Dealer Locations All
Over the Philippines




NCR
 10 Dealers
Luzon
 11 Dealers
Visayaz
 4 Dealers
Mindanao
 3 Dealers

26. 10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
(bold and underline to most dominant
strategy)




Low Cost Producer
Supply and Distribution Leverage
Differentiation - Civic differentiates
itself from the rest through reputation,
price, and performance
Niche

27. SUMMARY
http://maryannecuartero@blogspot.com
27

28. Steps 1 to 5
The Good Life with Civic
1.
2.
3.
4.
5.
Civic’s PTM are young professionals/,
businessmen/women
Who wants luxury and powerful engines
Other choices are Altis, Focus, Elantra,
Cruze, and Mazda 3
Gap is on a car which exudes luxury and
status
Market size is not less than Php41B

29. Steps 6 to 10
A taste of luxury
6.
7.
8.
9.
10.
Civic – a compact sedan
Price starts at Php908,000.00
Product is promoted by means of
advertising, events and experiences, person
to person selling, and promotions
Dealership is strategically located all over
Philippines
Makes use of DIFFERENTIATION as a
winning strategy

30. 10 STEP
Marketing Plan for
Honda CIVIC
Mary Anne Cuartero
October 2013
http://maryannecuartero@blogspot.com
30