justin ryan thomas honda imc campaign

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Céline Chevalier Kimberly Guzman Stephen Hattersley Edwardson Lim Shenna Huynh Justin Thomas SDSU IMC Consulting www.J www.J IMC.com www.JThomasIMC.com www.JThomasIMC.co IMC.com www.JThomasIMC.com www.JThomasIMC.co IMC.com www.JThomasIMC.com www.JThomasIMC.co om om o www.J www.J MC.com www.JThomasIMC.com www.JThomasIMC.com MC.com www.JThomasIMC.com www.JThomasIMC.com MC.com www.JThomasIMC.com www.JThomasIMC.com om om om

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This presentation contains a full 2.5 year Integrated Marketing Campaign, created for Honda’s VP of Marketing, Steve Center. VISIT JThomasIMC.com Today! My Sections: Mission, Technology, SWOT, Comm & MKTG Objecives, Primary Research, Big Idea, Media & Creative Strategy (Print, Internet, Paid Media, Cause Marketing, Media Schedule, Metrics, Conclusion

TRANSCRIPT

  • Cline Chevalier Kimberly Guzman Stephen Hattersley Edwardson Lim Shenna Huynh Justin Thomas SDSU IMC Consulting
    • INTRODUCTION
    Situation Analysis Introduction Comm. Strategy Execution
    • Introduction
      • Overview
    • Situation Analysis
      • Internal
      • External
      • SWOT
    • Communication Strategy
      • Target Market
      • Communications Objectives
      • Marketing Objectives
      • Big Idea
    • Execution
    • Conclusion
      • Q&A
    Agenda Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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 1.2 million cars in the US alone each year, on average
    Overview Situation Analysis Introduction Comm. Strategy Execution
      • INTERNAL ANALYSIS
    Situation Analysis Introduction Comm. Strategy Execution
    • Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.
    Mission Statement Situation Analysis Introduction Comm. Strategy Execution
    • VCM
    • Hybrid IMA
    • CVT
    • VTEC
    • SH-AWD
    • Crash compatibility body
    Technology Situation Analysis Introduction Comm. Strategy Execution
    • Company Values
      • Innovation
      • Research and Development
    • Quality
    • Uniqueness
    Company Values Situation Analysis Introduction Comm. Strategy Execution
  • Demographics Situation Analysis Introduction Comm. Strategy Execution
    • Honda is the 6th largest car manufacturer in the world
    • Main competitors include:
    Current Competition Situation Analysis Introduction Comm. Strategy Execution
    • EXTERNAL ANALYSIS
    Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environmental Issues
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environment
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environment
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • Government bailouts for General Motors and Chrysler
    • Toyota Recalls of 2010
    • Cash for Clunkers Car Allowance Rebate System
      • 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
    Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Government bailouts for General Motors and Chrysler
    • Toyota Recalls of 2010
    • Cash for Clunkers Car Allowance Rebate System
      • 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
    Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Government bailouts for General Motors and Chrysler
    • Toyota Recalls of 2010
    • Cash for Clunkers Car Allowance Rebate System
      • 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
    Economy / Politics Cont. Situation Analysis Introduction Comm. Strategy Execution
    • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
    • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • Communication Strategy Situation Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • Jeunes Diplms
    Target Market Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Customer Profile: JD
    • 1. Age: 22
    • 2. Location: San Diego, CA
    • 3. Education Level: College Senior (Last Semester)
    • 4. Job: Internship at a small investment firm
    • 5. Interests: Television, movies, learning French
    • 6. Hobbies: Playing guitar, photography, following Pro Sport fantasy leagues
    • What hes thinking right now:
    • What hes worried about right now:
    Target Market Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Target Market + Others reached via marketing communications, to include:
      • General press/ Automotive specialty press
      • Media companies
      • Bloggers
      • Honda Staff
    Target Audience Situation Analysis Introduction Comm. Strategy Execution
    • Brand Image
      • Build the brand image amongst the target market
    • Focus on communicating specific values
      • Fun, Safety, Environmental friendliness
    • Media
      • Print, streaming video, direct marketing, internet, outdoor
    • Cause Marketing
      • Support a cause relevant to our target market
    Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
    • Brand Image
      • Build the brand image amongst the 18-24, educated market
    • Focus on communicating specific values
      • Fun, Safety, Environmental friendliness
    • Media
      • Print, streaming video, direct marketing, internet, outdoor
    • Cause Marketing
      • Support a cause relevant to our target market
    Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
    • Brand Image
      • Build the brand image amongst the 18-24, educated market
    • Focus on communicating specific values
      • Fun, Safety, Environmental friendliness
    • Media
      • Print, streaming video, direct marketing, website, outdoor
    • Cause Marketing
      • Support a cause relevant to our target market
    Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
    • Brand Image
      • Build the brand image amongst the 18-24, educated market
    • Focus on communicating specific values
      • Fun, Safety, Environmental friendliness
    • Media
      • Print, streaming video, direct marketing, internet, outdoor
    • Cause Marketing
      • Support a cause relevant to our target market
    Communication Objectives Situation Analysis Introduction Comm. Strategy Execution
    • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
    • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
    • 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 Objectives Situation Analysis Introduction Comm. Strategy Execution
    • Social Media
    • Twitter
    Primary Research
    • 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 Idea Situation Analysis Introduction Comm. Strategy Execution
    • 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 Idea Situation Analysis Introduction Comm. Strategy Execution
    • 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 Idea Situation Analysis Introduction Comm. Strategy Execution
  • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  • Print Media Situation Analysis Introduction Comm. Strategy Execution
    • AD 1 NO COPY
    • Ad 2 no copy
    • BILLBOARD
    • Social Media
  • Internet Advertising Vehicles Situation Analysis Introduction Comm. Strategy Execution
  • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
  • Paid Media Advertising Situation Analysis Introduction Comm. Strategy Execution
    • 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 Advertisement Situation Analysis Introduction Comm. Strategy Execution
    • PRINT W/ IMAGE COPY
    • AD 2 COPY
    • 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 teams progress
    Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
    • Which University can design the most effective environmental 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 teams progress
    Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
    • Which University can design the most effective environmental 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 teams progress
    Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
    • Which University can design the most effective environmental 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 teams progress
    Cause Marketing The Honda Full of Life Green Fleet Contest Situation Analysis Introduction Comm. Strategy Execution
    • Aligns Honda with two causes
      • Environment
      • Higher Education
    • Opportunity to go viral
      • Webisodes
    • Takes advantage of star power
      • Jack Johnson
    Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Aligns Honda with two causes
      • Environment
      • Higher Education
    • Opportunity to go viral
      • Webisodes
    • Takes advantage of star power
      • Jack Johnson
    Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Aligns Honda with two causes
      • Environment
      • Higher Education
    • Opportunity to go viral
      • Webisodes
    • Takes advantage of star power
      • Jack Johnson
    Cause Marketing The Honda Full of Life Green Fleet Contest Cont. Situation Analysis Introduction Comm. Strategy Execution
    • Green fleet cars
    • Green fleet Flyer
  • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
    • Jack Johnson
    • Social Media
    • Twitter
    • Social Media
  • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
    • Month: May
    • Sender: The Honda Green Fleet
    • Subject Line: Check out the season finale webisode for Hondas 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
    E-Mail Marketing Situation Analysis Introduction Comm. Strategy Execution
  • Media and Creative Strategy Situation Analysis Introduction Comm. Strategy Execution
    • Ad1-competitive copy
  • Media Schedule
  • 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
  • Metrics
  • Conclusion / Q&A