The document outlines a marketing project focused on Honda, detailing its history, mission and vision statements, brand philosophy, and market segmentation. It highlights Honda's product offerings, pricing strategy, promotional activities, customer perception, and competitive positioning in the automotive market. Additionally, it includes a SWOT analysis and concludes with recommendations for Honda to improve its market strategies and increase sales.

1. MARKETING PROJECT
SUBMITTED TO: ASMA REHMAN
ZAINAB IMRAN 20201-28635
ASHNA MALIK 20201-28495
ZEHRA NOOR 20201-27510
MANOJ KUMAR 20201-27390
SUBHAN BHADELIA 20201-27638
SUMEET KUMAR 20201-27778
AMEER HAMZA 20201-28770

3. PAKISTAN’S TOP TEN MOST SELLING VEHICLES

4. HISTORY OF HONDA
• HONDA is a Japanese multinational company.
• World’s largest manufacturer since 1950’s.
• HONDA CIVIC won ‘CAR OF THE YEAR
AWARD’ in 2006 and in 2016.
• HONDA manufactures vehicles for land, sea and
air.
• It makes robots as well as wind turbines.
• HONDA ACCORD won ‘CAR OF THE YEAR’
in 2018.

5. MISSION STATEMENT
• Honda mission statement is “maintaining a global viewpoint, we are
dedicated to supplying products of the highest quality, yet at a reasonable
price for worldwide customer satisfaction.” The statement shows that the
value of the products that the company supplies has the following main
parts:
• Improvement of life
• Improving affordability

6. VISION STATEMENT
• Honda vision statement is
“ To serve people worldwide with the
joy of expanding their life’s potential –
Lead the advancement of mobility and
enable people everywhere in the world
to improve their daily lives. ”
• The company has been pioneering
designs that improve mobility not
only in driving and riding but also in
flying and walking. This is what this
statement represents. It can be split
into two parts:
1. Lead in mobility advancements
2. Global reach

7. BRAND PHILOSOPHY
 Honda’s philosophy,
“Our Philosophy is based on a fundamental belief: making our
customers happy and improving their lives. We will always strive
to develop our ideas and fulfil our ambitions, sharing the joy and
excitement of achieving this with everyone around the world.”
 Honda’s tagline is, “Power of Dreams” which indicates having a
dream and making that dream into reality.

8. HONDA’S LOGO
• Honda’s logo is of capital ‘H’ in a unique design.
• The ‘H’ of the logo is the first letter in the name of the company founder, Soichiro
Honda.
• Honda logo is one of the most recognized and popular car logos in the automotive
market. It represents the quality, durability and confidence of every vehicle produced
under the company's name.

9. UNIQUE SELLING POINT
Recognized as one of the leading
brands in automobiles sector
Offers luxury cars with comfort at
affordable prices
Innovative brand making luxury eco
friendly cars
Aesthetically pleasing cars

10. CUSTOMER PERCIEVED VALUE
 Total Customer Benefit
Product Benefit: Honda have targeted customers by providing
eco-friendly, high quality and safe cars.
Services Benefit: Honda offers after sale services which
sometimes are free of cost which attracts customers as experience
of product enhances.
Personal benefit: Honda staff is really cooperative and
informative and thus helps customer to find the product they are
best suited for.
Image benefit: Honda is an internationally recognized company
due to years of innovation and quality

11. Total Customer Cost:
Monetary cost: Honda has wide range of products, thus
every product varies in retail price. However, Honda usually
start off as affordable vehicles/products and some cars can
become expensive quickly.
Time cost: Finding the product best suited for the customer
may take a lot time.
Energy cost: Energy used in finding the Honda showroom,
travelling the showroom, buying the product and maybe
returning it.
Psychology cost: The cost of understanding the advance
technologies of Honda may take time.

12. Market Segmentation
• Honda’s examine the Market one the basis of:
1. Demographic segmentation: most of the automobile companies do demographic
segmentation on the basis of age, gender, income and family status.
2. Psychographic segmentation: This is a technique where groups are divided on
the basis of their personalities and choices.
3. Geographic segmentation: this segmentation method help the company to target
customers needs and demands according to the state in which they live or
according to the areas.

13. Target Market
Honda’s Target Audience
Target Market Customers of Honda are the upper middle group and High
income people who are looking for vehicles whether they be driven with two
wheels or four wheels.
They target the group of consumers that want reliable and somewhat
affordable cars. They also want cars that aren't going to cost much to maintain.

14. PACKAGING

15. Labelling

16. PACKAGING AND LABELLING
• The thing that every body find common in the spare or local products of Honda is
Red Color.( Which make every one easy to recognize )
• The second is their genuine look and guarantee ,Customer have blind belief on the
products of Honda .
• The labeling of Honda on their cars and bike is very attractive ; for example they
write 2.5 cc car (2500cc) , SportX ( Sport Car & Model X ) etc.

17. Product Levels
• Core Benefit: Transportation
• Basic Product: Engine, seats, headlights, trunk, wheels, windows
• Expected Product: working car, service, financing options
• Augmented Product: excellent customer service, standard options,
• Potential Product: fuel-efficient, uniquely designed cars, with
excellent customer service

18. Honda’s Products and Prices
Civic:
Honda Civic is the most luxurious car
and right now it offers 3 categories of
Civic, which are
1. Civic 1.8L
• Civic 1.8 i-VTEC
Price: 3,729,000
• Civic 1.8 i-VTEC ORIEL
Price: 3,979,000
2. Civic 1.5L VTEC TURBO ORIEL
Price: 4,449,000
3. Civic RS TURBO
Price: 4,699,000
City:
Honda city is also known as the one of the most
selling vehicle of Honda in Pakistan, its variants are
1. City 1.3L
City 1.3 MT
Price: 2,449,000
• City 1.3 AT
Price: 2,639,000
2. City 1.5L
City 1.5 MT
Price: 2,529,000
• City 1.5 AT
Price: 2,699,000
3. City Aspire 1.5L
• City Aspire 1.5 MT
Price: 2,699,000
• City Aspire 1.5 AT
Price: 2,859,000

19. Honda’s Product and Prices
• BR-V:
• The very unique point of BR-V is that it has three seating
rows and is best for huge families at a affordable price as
compared to Civic.
• BR-V i-VTEC MT
• Price: 3,159,000
• BR-V i-VTEC
• Price: 3,319,000
• BR-V i-VTEC S
• Price: 3,479,000

20. Pricing
• Honda utilize the market penetration method for pricing their product. Which means they
sell their products within the existing market.
• Pricing are only affected by the factors such as currency, government policies and
inflation.
• Honda doesn’t provides any discounts to its customers but they give deals or services
after the purchase.
• Neither Honda does price penetration nor price skimming as price of the automobiles are
fix .

21. Promotion
• The huge sum of money is spend by Honda when it comes to advertising
and promoting their products
• They promote their vehicles through advertising in news papers and
magazine advertisements. Also in auto magazines, auto blogs and other
websites related to automobiles.
• They also use television advertisement for promoting their product.
• Also Honda uses ATL (above the line ) and BTL (below the line) both
methods of promotion.
• Honda also showcase their cars in different events for promotion.

22. Line Extension Brand Extension
New Brands
Multi Brands
Brand
Developm
ent
Strategies
Brand Development Strategies
What is applicable to Honda?
Line Extension: This is because they
have launch many variants of their
brand such as civic 2021 is available
in 2 variants
-Civic 1.8 Litre (NR)
-Civic 1.8 Liter VTI Oriel (SR)
-Civic 1.5 Oriel Turbo
-Civic 1.5 RS (Sports)
Multi Brands: They also have City
and BR-V in Pakistan other than
Civic.

23. CONVERSION STRATEGY
2 strategies they are using to
convert potential customers to
paying customers:
-They arrange car shows
-Honda do MOU’s with banks to
provide reduce interest rates and
priorities to customers

24. SWOT Analysis
Strengths
- No competitor except Toyota
- Global Presence
- Good After sales service
- Parts available in Pakistan
Weaknesses
-Unavailibility of Small Cars
under 1000 cc’s
- Unavailability of SUV’s cars
-Their City have no Airbags
- No hybrid cars in Pakistan
Opportunities
- To make EV cars
- More acceptibility of
SUV’s in Pakistan after
arriving of KIA Sportage
and Hyundai Tuscon
Threats
- Decrease in import duties
of used cars

25. Political: Instability effects exchange rates
Economic: Change in economic conditions has a direct impact on sales
Social & Cultural: Believes of consumers effects acceptability of a
variant/ format
Technological: Technological escalation within consumer markets and
means of technology used by the brand
Legal: Any change in legal policies can have an adverse effect if not
complied soon
Environment: Compliance of any environmental policy in effect now
and of any changes in future
PESTLE

26. BCG MATRIX
Star Question Mark
Cash Cows Dog
High Market Share Low Market Share
High
Market
Growth
Low
Market
Growth

27. PLACE
• Broadly available throughout Pakistan having a strong sales and distribution
network offering complete services to its customers.
• The customers can purchase the car from a Honda dealership or any other car
business offering a variety of cars.
• Honda is now focusing on increasing their presence by a larger scale within the
country in the upcoming years by establishing more dealerships.

28. CONSUMER PERCEPTION
• Honda truly stands out by this measure, being perceived as
having much greater customer and quality commitment than
its chief rivals. Key to this accomplishment is that Honda has
a reputation for building good vehicles that perform well.
• Consumers find the sleek design of the car really attractive
and there’s good customer service that is provided.
• There’s many different variety of Honda cars available for
different types of consumers and is perceived as a top brand.
• Honda cars also have a good way of keeping the environment
healthy by keeping the emissions on a low.

29. POSITIONING
• Positioning refers to the ability to influence consumer perception
regarding a brand or product relative to competitors.
• Honda positions its product among close competition such as Toyota,
Ford, GM, etc. as a "value of money" product that offers high
engineering quality, better fuel efficiency and strong performance at
very competitive rates.
• Honda tries to leverage on its strong capabilities in engine
performance and quality and back up such capabilities with good
design and high quality overall package that appeals to buyers that
look for quality cars that offers good "Value for money" for their
purchase.

30. POSITIONING MAP • You can see that
Honda is a company
who provides low
prices but still
maintains a high
quality
• Toyota and Ford also
fall in this category
but Toyota is
Honda’s main
competitor.
• Due to the low price,
there are many
customers who are
then attracted.

31. CONSUMER BEHAVIOR
• Honda is a successful brand and its cars that it offers is priced relatively
reasonable amongst other competitors.
• Consumers who have knowledge about the engine technology used in the Honda
cars are purchasing them.
• Mainly consumers located within the middle class and above are purchasing the
cars.
• Honda focuses on providing the best technology in its cars with being
economically friendly.
• Also availability of spare parts and other things considered plays a big role.

32. TYPES OF BUYING DECSION BEHAVIOR
• According to the four types of buying decision behaviors, Honda
indulge in the complex buying behavior.
• When purchasing a Honda car, a consume researches extensively
amongst its other competitors. The reason for this is that all car
companies have different types of designs and the extras it includes.
• Consumers also look the fuel average of the cars and the technology
the engine uses. In this case Honda uses high tech in its engine and
this makes it different than the rest.
• Numerous advertisements have gone out and have made the customers
confront the information.

33. BUYING DECISION PROCESS

34. FACTORS AFFECTING BUYING DECISION
BEHAVIOR

35. CONCLUSION
• Honda is a highly respected for providing high tech in its engine and
other features
• Honda should stick to its current market strategies as it is targeting
consumers looking for cars which are reasonable in price and high in
quality.
• In relations to the market demands, Honda should have the best design
of the cars with sufficient features to attract the customers.
• Honda could reduce its price at a very minimal level, this will attract
customers even more. This will eventually get them ahead of their
competitors.
• Honda could enter deeply into new market segments to increase their
sales