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