This document outlines an integrated marketing communications plan by Syndicate 5 to increase market share, revenue, and awareness of the Honda Beat motorbike. The plan's key objectives, messages, and modes of communication are described. The objectives are to increase market share, revenue, and brand awareness. The message is that the Honda Beat is the motorbike of the present trend. Modes of communication include visual media like TV, print, outdoor displays as well as non-visual media like radio. Target audiences are segmented into primary, secondary, and tertiary groups based on demographics and media consumption habits. An IMC matrix shows how different communication activities and media match each audience segment.

1. Syndicate 5
Agung Mahendra 29111324
Rangga Tri Raeros 29111314
Joseph Enrico 29111349
Reski Mapriharto 29111326
Gilang Surawijaya 29111350

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. IMC Program
TV Print ads Sales Sponsorship Radi Billboard Event
promotion o
Coverage +++ + ++ ++ + +++ ++
Contribution +++ +++ +++ +++ ++ ++ +++
Commonality +++ ++ ++ + + ++ ++
Complementar +++ +++ +++ +++ +++ +++ +++
y
Versatility + ++ + + + + ++
Cost +++ +++ +++ +++ ++ +++ ++
Note : + (weak)
++ (Medium)
+++ (Strong)

4. Target Audience Worksheet
Demographic Psychographic Size of Market Distribution Media Reach
Primary 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 Brochure
Secondary 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 Brochure
Tertiary Target Middle-aged - 4% Dealer, personal Television,
(>40) selling, Magazine,
motorcycle Website, Radio,
exhibition, mall or Billboards,
motor showroom Brochure

5. IMC & Segment
TV
Activity Community
Target
Event Sponsorship

6.  TV advertising
 Print Ads

7.  Sales Promotion/Exhibition

8.  Sponsorship
 Event

9. • • PrintAds • PrintAds
TERTIER
PRIMARY
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. Thank You
