honda civic presentation
DESCRIPTION
Presentation concerning our Direct Marketing plan for the launch of the new Honda CivicTRANSCRIPT
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Honda Civic Direct Marketing
Campagne
William BoksCelien De Viaene
Jo PeetersKatrien SchockaertMaarten Van Praet
In samenwerking met:
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What are we up to?
• Inleiding• Geschiedenis• Externe en interne
analyse• Doelgroepen• Strategie• Databases• Uitwerking• Budget
Agenda
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Honda for dummies
More than just cars!
“The power of dreams”
124 vestigingen in 28 landen
175.000 werknemers wereldwijd
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Hoooooray!
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Eerste 15 jaar in beeld…
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…and it continues…
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…zelfs tot op vandaag…
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Might need to tune up the image?
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Demografische factoren
• Leeftijdsopbouw• Vergrijzing
Daling potentiële autogebruikers
• Gezinsopbouw
Nood aan grote familie wagen
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Economische factorenVervoer = 14 % van gezinsbesteding
België: 2,5 % minder auto’s verkocht in 2011 vergeleken met 2010Europa: 1,8 % minder auto’s verkocht in 2011 vergeleken met 2010
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Sociaal-culturele factoren
A
B
STATUS TOOL <> MOBILITY SOLUTION
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Ecologische factoren
Auto industrie wordt groener met de dag
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Technologische factoren
• Aziatische kwaliteit in de opmars!
Politieke factoren
• Wetten, vergunningen, fiscale maatregelen,…
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Oncurrentie in
- segment
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oncurrentie o.b.v. prijs
16.990
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Levendig
Origineel
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3 Doelgroepen:Users & non-users
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Huidige klanten
7 jaar
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Non-users: 20-29
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Non-users: 45-55
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Eens klant, altijd klant!
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Maak gebruik van deze <3 !
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De groeiende kracht van social media
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Aankoopgedrag
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On/offline koopgedrag
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On/offline koopgedrag
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On/offline koopgedrag
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Strategie
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2000
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Ambitieuze Doelstelling
1,19
29,52010 20052006
1075 +720
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2000400
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Comfort als
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Databases
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Doelgroep 1 Doelgroep 2 & 3
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Postaal: 26000E-mail: 35000Telefoon:InstantContact
Duale marketing via Selectpost: Laat toe te segmenteren (6)
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Effectieve uitwerking
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…30 januari tot en met 30 april…
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De 4 bouwstenen
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1) Try before you buy
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2) Postale mail
Your everything “The car that grows with you”
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Do you match with Honda Civic?Non-users
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2) Postale mail: non-users 20-29
Past 92 % bij
Honda Civic
Sven
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Accordeon-flyer
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2) Postale mail: non-users 45-55
Past bijJan
Honda Civic Sport
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3) Landing page
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• Testrit boeken
• Brochure aanvragen
• Opslag gegevens van potentiële klanten
• Koppeling met social media
Landingpage
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• Te pas en te onpas gebruikt
• Toch nog vele voordelen
• Design in lijn met de postale mailing
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4) Telefonisch contact
• De huidige klanten van de Honda Civic
• De mensen die al een testrit hebben geboekt
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Wedstrijd
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Budget
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Campagne evaluatie
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