10 Step Marketing Plan -Honda

10 STEP Marketing Plan for HONDA Cars Philippines Luis Angelo M. Ibarra February 23, 2010

5 Steps for Part 1 (PTM & Positioning) ,[object Object],[object Object],[object Object],[object Object],[object Object]

5 Steps for Part 2 (Marketing Mix & Strategy) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning to the Primary Target Market Part 1: Steps 1 to 5

1. Honda PTM are the Up and Coming Class A & B ,[object Object],[object Object],[object Object]

Safe from the hazards of commuting I belong to the higher classes who can afford I feel “made” and confident In my nice car Self acceptance, “I am a success in my own right”

2. My PTM’s NWE ,[object Object],[object Object],[object Object],[object Object]

2. My PTM’s NWE (cont’d…) ,[object Object],[object Object]

3a. Honda Competitors ,[object Object],[object Object],[object Object]

Honda is the Clear Number 2 in Sedan and Compact vehicles, next only to Toyota Price vs. Vehicle type need Low price Medium price High price Price / vehicle type Compact Sedan UV SUV Toyota Honda Mazda Ford Mitsu Nissan

Honda’s Unique Positioning is Shown in This Competitive Map Vehicle types are only those offered here in the Philippines Positioning vs. Brand Matrix Honda Toyota Mitsu Nissan Mazda Ford SUV UV Pick-up Truck Sedan Compact Van Hybrid Private Only

4. Honda Banks on its Image and Reputation ,[object Object],[object Object],[object Object],[object Object]

5a. Based on LTO Data, there are 156K New Cars, SUV, & UV in 2008! Source: http://www.lto.gov.ph/Stats2008/no_of_registered_MV_typeMode_LTO2008_2.pdf

5b. Based on Assumption of Vehicle Prices using Market Knowledge, it’s a P144.6B Market Breakdown: 49K new cars 26K new SUV 81K new UV Assuming Php750K per car, Php1.5M SUV, Php850K per UV –that’s a Php144.6B Market !

6a. In Sedans, Honda has 5 Major Direct Competitors Honda Toyota Mitsu Mazda Nissan Ford Compact SUV Sedan

6a. Indirect Competitors vary from Real Estate to Business Ventures Business Bank Investments Real estate Condominiums

6b. Product Description ,[object Object],[object Object],[object Object]

7. Honda is Priced Higher by 41% than the Cheapest Make ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8a. Promo Proposal: billboard ads along main thoroughfares such as EDSA

8a. Promo Proposed: Direct mail To their PTM!

8a. Promo Proposed: More TV commercials on programs watched by PTM –news programs, car enthusiast shows, feature shows, etc.

8a. Promo Proposed: testimonials from bankable celebrities who exude “ class” and “prestige” -- offhand: Piolo, Sam, Jericho, Dingdong, John Lloyd (Clear shampoo chose well!)

8a. Promo Print ads in top 3 Broadsheets –placed In sections read by PTM (special feature, sports, business, etc.)

8a. Promo Honda currently has their own racing team, further showing that their engine technology can compete with the best

8a. Promo Honda has a clean- looking website which banners their latest car models and other news briefs

8b. Competitor promo Toyota has sales Promotions every now and then

8b. Competitor promo They also place print ads in major broadsheets (and so does the other makes)

8b. Competitor promo Toyota maintains an uncluttered site, which banners their latest sales promo

8b. Competitor promo Toyota also has TVCs , just like Honda and some other car makes

8b. Competitor promo They also have a racing team!

8b. Competitor promo ,[object Object],[object Object]

9. Honda has Dealers nationwide in Key Luzvismin Areas ,[object Object],[object Object],[object Object]

10. Honda is Different ,[object Object],[object Object],[object Object]

10 Step Marketing Plan -Honda

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to 10 Step Marketing Plan -Honda

Similar to 10 Step Marketing Plan -Honda (20)

Recently uploaded

Recently uploaded (20)

10 Step Marketing Plan -Honda