adverting honda city 2009

8/9/2019 Adverting Honda City 2009

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Table of Contents

ADVERTISNG OBJECTIVES AND STARTEGIES .................................................................. 4

OVER ALL OBJECTIVES: ........................................................................................................ 4

Inform: .................................................................................................................................... 4

Prompt direct action: ............................................................................................................... 5

Relate product to needs ........................................................................................................... 5

Encourage recall of past satisfactions ...................................................................................... 5

Modify attitudes : .................................................................................................................... 5

Encourage Brand Switching .................................................................................................... 5

GENERAL PROJECTED FACTS AND FIGURES : .................................................................. 6

SOV ........................................................................................................................................ 6

Awareness............................................................................................................................... 6

Sales ....................................................................................................................................... 6

SPECIFIC CAMPAIGN STRATEGIES ..................................................................................... 7

Print : ..................................................................................................................................... 7

Place advertising in magazines........................................................................................... 7

BTL ........................................................................................................................................ 7

OOH ....................................................................................................................................... 7

TV .......................................................................................................................................... 8

Radio ...................................................................................................................................... 8

POSITIONING STARTEGIES: .................................................................................................. 8

Root strength........................................................................................................................... 8

Competitive Environment ....................................................................................................... 8

Benefits(Product Differences): ................................................................................................ 9

Values, Beliefs & Personality .................................................................................................. 9

CREATIVE EXECUTION ......................................................................................................... 9

Summary of media chosen ...................................................................................................... 9

TV .............................................................................................................................................. 9

Launch ad ............................................................................................................................. 10

Big Idea : .......................................................................................................................... 10

Tag line ............................................................................................................................. 10

Advertising Objective Accomplished: ............................................................................... 10

Selling premise: ................................................................................................................ 10


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Advertising technique: ..................................................................................................... 10

Tone : ................................................................................................................................ 10

Message format: ................................................................................................................ 10

Copy of the ad: .................................................................................................................. 10

Robbery advertisement:......................................................................................................... 11

Big Idea : .......................................................................................................................... 11

Story line: ......................................................................................................................... 11

Tag line ............................................................................................................................. 11


Selling premise: ................................................................................................................ 11


Tone : ................................................................................................................................ 11

Message format: ................................................................................................................ 11

Copy of the ad: .................................................................................................................. 11

Big Idea : .......................................................................................................................... 12

Story line: ......................................................................................................................... 12


Selling premise: ................................................................................................................ 12


Tone : ................................................................................................................................ 12

Message format: ................................................................................................................ 12Copy of the ad: .................................................................................................................. 12

PRINT .................................................................................................................................. 12

Copy: ................................................................................................................................ 12

Selling premise: ................................................................................................................ 12

RADIO ................................................................................................................................. 13

Big idea ............................................................................................................................. 13

Copy : ............................................................................................................................... 13

Tone : ................................................................................................................................ 13

BTL ...................................................................................................................................... 13

Big idea ............................................................................................................................. 13


Selling premise: ................................................................................................................ 13



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Tone : ................................................................................................................................ 14

Message format: ................................................................................................................ 14

Copy of the ad: .................................................................................................................. 14

MEDIA PLANS ....................................................................................................................... 14

VEHICLES ........................................................................................................................... 14

Reasons for vehicles chosen: ................................................................................................. 14

TELEVISION .....................................................................Error! Bookmark not defined.

SCHEDULING ..................................................................................................................... 16

BUDGET ALLOCATION. ................................................................................................... 16

PUNJAB 40 % .................................................................................................................. 17

SINDH 30 % ..................................................................................................................... 17

NWFP 20 % ...................................................................................................................... 17

BALOCHISTAN 10% ...................................................................................................... 17

REASON FOR BUDGETS CHOSEN. .............................................................................. 17

Advertising calendar ............................................................................................................. 17

Atl/Btl mix ............................................................................................................................ 18

Terrestrial and Satellite Spend ............................................................................................... 19

Medium Mix ......................................................................................................................... 19

Budget Split by month-TV .................................................................................................... 20

Budget Split by month-Radio ................................................................................................ 20

Budget Split by month-Print .................................................................................................. 21FURTHER RECOMMENDATIONS ........................................................................................ 21

Direct Marketing ................................................................................................................... 21

Public Relations ................................................................................................................... 21

Sales Promotion .................................................................................................................... 22

Communication devices offered for a limited period of time to generate immediate sales. ..... 22

Personal Selling .................................................................................................................... 22


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ADVERTISNG OBJECTIVES AND STARTEGIES

Keeping in mind the accepted consumer brief, the single minded proposition and usingsome of the reasons to belief , our aim & objectives will be to :

OVERALL OBJECTIVES:

Advertinsingobjectives achievd

4)Modify

Attitudes5)EncourageBrand

Switching

3)Relate product to needs

6)Recall past Satisfaction

1)inform

2)Direct action


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INFORM:

Since its a launch , our primary focus is Informative advertising, seeks to tell themarket about the product, explain how the product works, provide generalinformation, and build awareness of both

PROMPT DIRECT ACTION:

Encourage the target audience to switch brands, make the purchase, and create apreference in the market for the product as opposed to its competition

RELATE PRODUCT TO NEEDS

Solving the needs of your customers; consequently, our advertising would stress theproducts benefits like quality interior, backspace .

ENCOURAGERECALL OF PAST SATISFACTIONS

Those target audience who knows the company and its product, and are using it ormay have used it past , we will create a recall eye candy satisfaction for them.

MODIFYATTITUDES :

With our effective ,humouros and informative advertising, we will also be aiming to make sure

that any negative image about the company is replaced by positive perceptions

ENCOURAGE BRAND SWITCHING

With our advertising covering both emotions and functional appeal , we will beaggressively trying to persuade the market to switch their brands and buy this car.


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GENERAL PROJECTED FACTS AND FIGURES :

SOV

Maintain Share of voice(SOV) and top of mind awareness to 30% throughout thecampaign period

Awareness

Increase awareness among users by 40% that Honda city 2009 has the highest

consumer satisfaction ratings of all major brands.

SalesBased on historical data by PAMA , we aim to book orders of around 1200 cars in the following2 moths of our launch campaign.


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SPECIFIC CAMPAIGN STRATEGIES

SALE

Print :

Place advertising in magazines

BTL

Provide cooperative advertising bunties support to toyora retail outlest andalso to non official car dealers.

OOHBillboards to be placed at selective locations in the city

TV

Print

Radio& BTL


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RootStrength

CompetitiveEnvrioment

Benefits

Values,BeleifsandPersonality

TV30s spots to be aired on slectiive slots of prime channels

Radio

On popular radio shows , radio ads will be aired.

POSITIONING STARTEGIES:

The image that we want Honda city to have in the minds of our target market is by:

Root strength:We will be consistent with the image that Honda city in past has delivered toits valued customers.highly distinctive brand property, specifically focuseddiscriminator and strong core value

Competitive EnvironmentWe will be try to portray an image that will position Honda city as having all the qualitiesaltogether otherwise found individually in different brands.


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Benefits(ProductDifferences):

Solution to all customer problem by focusing on comfort and the class of owning a Honda city..

Values, Beliefs & PersonalityWe will maintain image of Honda and the standard which for so many years have been key for

thr brand customers. We will show the same values and personality which the Target market canrelate to.

CREATIVEEXECUTION

Summary of media chosen

TV

y Launch ady Robbery ady Time ad

Printy

Radio

One ad to be aired on major Fm stations

BTL Bunties to be places in all Honda outlets and popular dealershipplaces.

TV


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Launch ad

Big Idea :To show different parts of the car in an eye candy way capturing attention of the viewer makinghim buy that car right there.

Tag line

Advertising Objective Accomplished:

y Inform ,y Prompt Direct action &y Encourage Brand switching

Selling premise:Focus on just product and nothing else

Advertising technique:

Eye Candy images , Create a visual so luscious, unusual and striking that it leaps off the screen

to grab attention.

Tone :

Attitude , but not ego appeal. It will tell the whole story but not in aggressive manner.

Message format:Straight forward and by demonstration , we will tell the consumer exclusively about just theproduct.

Copy of the ad:


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Robbery advertisement:

Big Idea :To show how soothing the experience of driving the Honda city 2009 is which precludes you

from whatever is happening outside the world. You just enjoy your ride.

Story line:A man in early 30s walks down the street and sits in his car. He open up an A/c and starts eating

chocolatejust to realx.On the other hand a robbery is taking place right next to his car window.But the person is so lost in the comfort and moment that he completely ignores what is

happening just outside his window.

Tag line


y Relate product to the needs of the customer which is to enjoy the ride with comforty Modify attitudes into a positive way regarding the quality of the brandy Encourage recall of past satisfaction if any , this will recall the memory the customer

previously had while driving such a soothing car.

Selling premise:Showing customer the benefit of having this car and the logical reason why this is the best pock

Advertising technique:Exaggeration to the extreme is used in this concept. But its humorous to catch the attention of theviewer.

Tone :

Humor is used in this advertisement along with strong visual of the story line.

Message format:A bit of slice of life and demonstration of the benefit is show in this advertiment. As both stories: robbery and the person relaxing in a car are genuine actions in the society.

Copy of the ad:


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TIMEAD

Big Idea :

Story line:


Selling premise:


Tone :

Message format:

Copy of the ad:

PRINT

Copy:Who has performance has to give way to fuel economy.

Introducing the all new Honda city with 1.3 ltr i-vtec so that you dont have to compromise.

Selling premise:An eye candy image, promising the image of fuel economy. The message is simple andstraightforward.

Sample:


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RADIO

Big idea

The keywords to focus on is playfulness,comfort and beauty.

Copy :

Who says power and playfulness cant mix

And that comfort has to give way to style

Who says luxury is only for a few

And that beauty is privilege

Change the rules

Tone :

Soft sell , a polite male voice delivering the speech

BTL

Big ideaBunties and banners will be placed on all retailers of Honda as well as popular dealers throughtcities.


y To prompt direct actiony And inform the public about the car

Selling premise:

y Product : The eye candy iamgeof the car will be displayed along withy Reason to believe : with strong copy delivering the benefits of the car about is comfort

and quality.


Promise a benefit and make an offer to buy the product early to get a discount.


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Tone :

Friendly, warm, excited, etc.

Message format:Factual information and how to use the product with these benefits.

Copy of the ad:

MEDIA PLANS

VEHICLES

Reasons for vehicles chosen:

All the below media have been chosen keeping in mind the figures of the most widely usedmedia according to the statists published in aurora magazine November/ December 2009

1.Satellite

Geo Entertainment Geo News Hum TV


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Express News Ary Digital TV One Apna Channel KTN

oTerrestrial

PTV ATV

o Cable World Call

RADIO

o 91o 106.2o 100o 107o 99o 105 Awazo

PRINT

o Expresso Dawno The newso Jang

Billboards

y Shahra-e-faisaly Hyderi markety Gulshan chowrangee

Prime time


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REASON FOR BUDGETS CHOSEN.

While allocating this budget to different provinces different factors have been considered as

population

area

revenue

media coverage

future targets

sales forecasts

consumption etc

Advertising calendar


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Atl/Btl mix

Terrestrial and Satellite Spend


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Medium Mix

Budget Split by month-TV


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Budget Split by month-Radio

Budget Split by month-Print


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FURTHERRECOMMENDATIONS

Bedsides advertising other activities like :

DirectMarketing Interactive system that allows two-way communication. Provides a mechanism for the prospect to respond. Can occur at any location. Provides a measurable response.

Requires a database of consumer information

Public RelationsSet of activities intended to enhance the image of the marketer to create goodwill.

Sales PromotionCommunication devices offered for a limited period of time to generate immediate sales.

Personal SellingFace o face contact with customer is imporant


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adverting honda city 2009

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