justin ryan thomas honda imc campaign

Céline ChevalierKimberly GuzmanStephen HattersleyEdwardson LimShenna HuynhJustin Thomas

SDSU IMC Consulting

www.JThomasIMC.com

INTRODUCTION

Situation AnalysisIntroduction Comm. Strategy Execution

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Introduction Overview

Situation Analysis Internal

External

SWOT Communication Strategy Target Market

Communications Objectives

Marketing Objectives

Big Idea Execution Conclusion Q&A

AgendaSituation AnalysisIntroduction Comm. Strategy Execution

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Honda Motor Co. Is one of the largest vehicle manufacturers in the world

Specialize in developing automobiles, motorcycles, and engines for other products

The company operates primarily in Japan and North America

Honda sells on average about 1.2 million cars in he US alone each year

OverviewSituation AnalysisIntroduction Comm. Strategy Execution

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Honda sells 1.2 million cars in the US alone each year, on average

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INTERNAL ANALYSIS

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“Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”

Mission StatementSituation AnalysisIntroduction Comm. Strategy Execution

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Hybrid IMA

SH-AWD

Crash compatibility body

TechnologySituation AnalysisIntroduction Comm. Strategy Execution

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Company Values Innovation Research and Development

Quality Uniqueness

Company ValuesSituation AnalysisIntroduction Comm. Strategy Execution

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DemographicsSituation AnalysisIntroduction Comm. Strategy Execution

Buyer’s Age 18-49 Young Professionals

Mature Professional Couples

Middle Class Income $75,000+

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Current CompetitionSituation AnalysisIntroduction Comm. Strategy Execution

Honda is the 6th largest car manufacturer in the worldMain competitors include:

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EXTERNAL ANALYSIS

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Government and compliance

Environmental Issues

Society

Community Participation

Social Welfare

Disaster Relief

Volunteer Activities

Value Communications

Legal Ethical FactorsSituation AnalysisIntroduction Comm. Strategy Execution

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Environment

Society

Social Welfare

Disaster Relief

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Environment

Society

Social Welfare

Disaster Relief

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High Fuel Prices

Weak U.S. Economy

Financial Crises

Global Financial Crisis of 2008

Automotive Industry Crisis 2008-2010

Economy / PoliticsSituation AnalysisIntroduction Comm. Strategy Execution

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High Fuel Prices

Weak U.S. Economy

Financial Crises

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High Fuel Prices

Weak U.S. Economy

Financial Crises

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Government bailouts for General Motors and Chrysler

Toyota Recalls of 2010

Cash for Clunkers Car Allowance Rebate System

Results:o 690,114 dealer transactions with Honda accounting for 13.0% of saleso #2 Selling Car Honda Civico Led to gain in market share for Japanese and European manufacturers at the

expense of American car makers

Economy / Politics Cont.Situation AnalysisIntroduction Comm. Strategy Execution

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Results:

▪ 690,114 dealer transactions with Honda accounting for 13.0% of sales

▪ #2 Selling Car Honda Civic

▪ Led to gain in market share for Japanese and European manufacturers at the

expense of American car makers

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Results:

▪ 690,114 dealer transactions with Honda accounting for 13.0% of sales.

▪ #2 Selling Car Honda Civic

▪ Led to gain in market share for Japanese and European manufacturers at the expense of American car makers

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Shift towards more economical, fuel efficient vehicles due to:

High gas prices

Increased environmental awareness

Green movement encouraging more fuel efficient transportation

Carpooling

Public Transportation

Alternative transportation (bikes, skateboards, etc.)

Most viable solution is the invention of the Hybrid

Social TrendsSituation AnalysisIntroduction Comm. Strategy Execution

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Shift towards more economical, fuel efficient vehicles due to:

Frequently high gas prices

Increased environmental awareness

Green movement encouraging more fuel efficient transportation

Carpooling

Public Transportation

Alternative transportation (bikes, skateboards, etc.)

Most viable solution; increasing use of the hybrid engine

Social TrendsSituation AnalysisIntroduction Comm. Strategy Execution

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SWOT AnalysisSituation AnalysisIntroduction Comm. Strategy Execution

• Economic Slowdown

• Raw Material Costs

• Focus on Fuel efficiency

• Toyota recalls

• Decreased R & D

• Decreased SG&A• Innovation

• Brand Name

Strengths Weaknesses

ThreatsOpportunities

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• Toyota recalls

• Decreased R & D

• Decreased SG&A

• Innovations

• Brand Name

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• Toyota recalls

• Decreased R & D

• Decreased SG&A

• Innovations

• Brand Name

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• Toyota recalls

• Decreased R & D

• Decreased SG&A

• Innovations

• Brand Name

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Communication StrategySituation AnalysisIntroduction Comm. Strategy Execution

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Primary Market

Middle and Upper socio economic classes

Financially stable

Desire to purchase a vehicle

Style conscious

Considers value Secondary Market

Entry-Level buyers

Desire an affordable, yet stylish vehicle Tertiary Market

Bloggers, those who participate or view online diaries, podcasts, or other forms of social media

Important to influencing the perception of brands

Target Market Situation AnalysisIntroduction Comm. Strategy Execution

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Primary Market

Financially stable

Style conscious

Considers value

Secondary Market

Entry-Level buyers

Desire an affordable, yet stylish vehicle Tertiary Market

Target MarketSituation AnalysisIntroduction Comm. Strategy Execution

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Primary Market

Financially stable

Style conscious

Considers value Secondary Market

Entry-Level buyers

Desire an affordable, yet stylish vehicle

Tertiary Market

Target MarketSituation AnalysisIntroduction Comm. Strategy Execution

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Jeunes Diplômés

Target Market Cont. Situation AnalysisIntroduction Comm. Strategy Execution

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Customer Profile: JD

1. Age: 222. Location: San Diego, CA 3. Education Level: College Senior (Last Semester)4. Job: Internship at a small investment firm5. Interests: Television, movies, learning French6. Hobbies: Playing guitar, photography, following

Pro Sport fantasy leagues

What he’s thinking right now:

What he’s worried about right now:

Target Market Cont. Situation AnalysisIntroduction Comm. Strategy Execution

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Target Market + Others reached via marketing communications, to include:

General press/ Automotive specialty press

Media companies

Bloggers

Honda Staff

Target Audience Situation AnalysisIntroduction Comm. Strategy Execution

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Brand Image

Build the brand image amongst the target market

Focus on communicating specific values

Fun, Safety, Environmental friendliness

Print, streaming video, direct marketing, internet, outdoor

Cause Marketing

Support a cause relevant to our target market

Communication ObjectivesSituation AnalysisIntroduction Comm. Strategy Execution

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Brand Image

Build the brand image amongst the 18-24, educated market

Cause Marketing

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Brand Image

Print, streaming video, direct marketing, website, outdoor

Cause Marketing

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Brand Image

Cause Marketing

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No specific sales/ market share objectives

Offer little guidance for promotional development

Marketing communications do not have an immediate impact

Consumers must be in the market

Passive approach

Focus on creating favorable predispositions

Make Honda #1 among all auto brands

Marketing ObjectivesSituation AnalysisIntroduction Comm. Strategy Execution

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Passive approach

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Passive approach

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Primary Research

Social MediaTwitter

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“Consumer Sweet Spot”

Recently entered or approaching a new life stage

Cognitive dissonance

Honda will help them transition

Allow the driver to be both responsible and free spirited

Supporting evidence

Technology

Fun = free spirit

Safety/Environment = responsible

Big IdeaSituation AnalysisIntroduction Comm. Strategy Execution

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Supporting evidence

Technology

Fun = free spirit

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Supporting evidence

Technology

Fun = free spirit

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Media and Creative StrategySituation AnalysisIntroduction Comm. Strategy Execution

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Print MediaSituation AnalysisIntroduction Comm. Strategy Execution

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AD 1 NO COPY

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Ad 2 no copy

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BILLBOARD

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Social Media

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Internet Advertising VehiclesSituation AnalysisIntroduction Comm. Strategy Execution

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Paid Media AdvertisingSituation AnalysisIntroduction Comm. Strategy Execution

South Park

Always Sunny in Philadelphia

The Office

Jersey Shore

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The Other 9-5

Teaser commercial used in the summer months meant to entice viewers to visit the Full of Life website

Have target audience associate “positive feelings” with the Honda Brand

Exhibit the different lifestyles that JDs balance everyday

Online Teaser AdvertisementSituation AnalysisIntroduction Comm. Strategy Execution

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PRINT W/ IMAGE COPY

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AD 2 COPY

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Which University can design the most effective environmental-action movement

$100,000 budget

Incentives

$10,000 scholarship

Green Fleet edition Honda CRZ

Jack Johnson Concert at winning University

Events at competing universities

Webisode series to document team’s progress

Cause Marketing

The Honda Full of Life

Green Fleet Contest

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Which University can design the most effective environmental movement

$100,000 budget

Incentives

$10,000 scholarship

Cause Marketing

Green Fleet Contest

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$100,000 budget

Incentives

$10,000 scholarship

Cause Marketing

Green Fleet Contest

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$100,000 budget

Incentives

$10,000 scholarship

Cause Marketing

Green Fleet Contest

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Aligns Honda with two causes

Environment

Higher Education

Opportunity to go viral

Webisodes

Takes advantage of star power

Jack Johnson

Cause Marketing

Green Fleet Contest Cont.

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Environment

Higher Education

Webisodes

Takes advantage of star power

Jack Johnson

Cause Marketing

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Environment

Higher Education

Webisodes

Takes advantage of “star power”

Jack Johnson

Cause Marketing

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Green fleet cars

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Green fleet Flyer

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Jack Johnson

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Social MediaTwitter

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Social Media

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E-Mail MarketingSituation AnalysisIntroduction Comm. Strategy Execution

Month: May

Sender: The Honda Green Fleet

Subject Line: Check out the season finale

webisode for Honda’s Green Fleet Contest

Body: Green Fleet contest promotion, Honda

new graduate car deals, featured webisodes,

large graphic, landing page to Full of Life website

and Green Fleet contest, trackable URL

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Ad1-competitive copy

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Media Schedule

Medium Vehicle January February March April May June July August September October November December

PrintMagazines w/ copy

El leNew YorkerLuckySpinMen's JournalWiredMotor TrendsMaxim

Magazines w/ competitive copy

El leNew YorkerLuckySpinMen's JournalWiredMotor TrendsMaxim

Outdoor Bi l lboards

InternetWebs ites

ful lofl i fe.comBanner ads

Youtube.comaolsports .comnbc.comYahoo.com

Socia l Media Facebook.comTwitter.com

Direct Marketinge-mai l Marketing

Public RelationsPress Release

Envoronmental BlogsEvents

Cause Marketing Campaigns

ConcertJack Johnson

Year 3: 2013

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Budget Allocation

Media Costs

Internet $10,689,480.00

Outdoor $8,190,000.00

Direct Marketing $64,200.00

Print $14,914,032.00

Event $939,875.00

Production Cost $75,000.00

Total $34,872,587

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Metrics

Media Vehicle MetricPrint Magazines Total audience or readership by circulation of average per issue

Internet Website Analytics software, trackable URLs, direct requests, keyword search

Banner Ads Analytics software, Clickstream Data, trackable URLs

Skyscrpaers Analytics software, Clickstream Data, trackable URLs

Social Media Analytics software, trackable URLs, direct requests, keyword search, Twitter followers, Facebook Fans, landing pages

Streaming Video Direct requests

Outdoor Billboards Simmons Marketing Research Bureau

Direct Marketing E-Mail Marketing Analytics software, trackable URLs, landing pages, post and replies to social media accounts

Public Relations Press Release Responses to blog, Analytics software, Clickstream data

Events Green Fleet Contest Number of E-Mails generated, number of applicants, Facebook Fans, Twitter followers, Website traffic

Jack Johnson Concert Number of attendees

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Conclusion / Q&A

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justin ryan thomas honda imc campaign

view online

social media

company operates

document teams

chrysler toyota

level buyers

secondary

educated market

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