markting honda

8/9/2019 markting Honda

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MISSION STATEMENT

We see "The Power of Dreams" as a way ofthinking that guides us and pushes usforward. The strength of our company comes

from this philosophy which is based onthe visionary principles of our founder,Soichiro Honda.

We see the world not as it is, but as it couldbe.We see the world through the eyes ofdreamers. Because we are a companyfounded by a dreamer. And we are acompany built on dreams.


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SLOGAN

HONDA official slogan is

THE POWER OF

DREAMSHONDA has never used its

slogan to sell its products


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INTRODUCTION

HONDA get started in 1930s.

Established as company on 24

sept.1948.Its main headquarter is in

TOKYO,JAPAN.

SOICHIRO HONDA, the founderTAKEO FUKUI,the CEO.


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1959 HONDA motor l ir t

l r i i NI D STATES.

IN1964 HONDAENTERS INTOTHE -1

RACE

1981HONA PRODUCESTHE1ST

EVERHONDA CITY CAR.

1983 HONDA CAME BACK TO 1

RACE


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CONT

1987 THE FIRST EVER AIR BAGSYSTEM WAS INTRODUCED.

1989 VTEC ENGINE WASINTRODUCED

NOW

HONDA is 5th largest automobilemanufacturer in the world,

2nd in Japan behind Toyota.


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HONDA ATLAS MOTORS

PAKISTANA joint venture between

HONDA Motor Company

Ltd.Japan and Atlas Group OfCompanies.

Started its working on 17 April

1993

Official inauguration by

President Farooq Ahmed Khan

Laghari.


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SWOT ANALYSISSTRENGTH

WEAKNESSOPPERTUNITY

THREAT


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STRENTHS

Brand name image

Smoother drive as compared tocompetitors

Efficient performance

Quality ISO Certification

Highly loyal, committed and motivated

employeesHardworking, experienced andqualified staff


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CONT

Bonuses and reward system for

employees

TechnologySTAY CLOSE TO CUSTOMERS.

UNDERSTAND THEIR NEEDS.

EXCEED THEIR EXPECTATIONS


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WEAKNESSES

Honda in Pakistan has a lower salesvalue than Suzuki and Toyota.

Its Distribution Centers are less

People of Lower Class are unwilling tobuy it because of its image as highstatus car

Hondas are expensive to buy andmaintain then its counterpart rivals.

It faces a long road in gaining trust andmaking ways to remove the image that

Hondas are unreliable cars.


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OPPORTUNITIES

Growing motorcycle market Estimated bikes 500,000 by the

end of 2007 compared to300,000 in 2005/2006

Customers realizing quality

matters, as problems arealready cropping up in newentrants models


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CONT

Initiatives and proposals in process for

coping with increased demand of bikes

Newer segments introduced with entryof new models, design, which still have

huge potential for growth

Karachi, a segment which has

tremendous potential for growth and

profitability.


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THREATS

Crucial economic conditions of

Pakistan can lead to the decreased

sales .WTO (World trade Order) opening local

markets for global competition

Competitors launching newer models

with stress on reduced price for our

price-sensitive economy proving

serious threat in near future


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CONT

The biggest threat for HONDA

is TOYOTA

HONDA rivalry is becoming

more intense by BMW &

CHEVROLET which are

opening up industries


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MARKETING MIXPRODUCT

PRICEPLACEMENT

PROMOTION


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PRODUCTS

Honda Atlas Cars (Pakistan)

Limited is offering different models

of Honda cars

motorcycles,generators,waterpumps in wide range of colors with

unique technological and other

features.


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CARS

Accord

CRV

Civic


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MOTORCYCLES

CD-125

CD-100

CD-70


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GENERATORS

EU1000iA

1000 watts, 120V

EU2000iA Camo

2000 watts, 120V

EU6500iSA

6500 watts, 120/240V


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PRICE

ACCORD: 4600000

CR-V : 4200000

CIVIC:

1900000(AUTOMATIC)

CIVIC: 1820000CITY: 1200000


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CONT

MOTOR CYCLES

CD125:72000CD100:75000

CD70:45000


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PLACEMENT


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PROMOTION

HONDA promotes its products

through;

Ads, billboards, tvSponsoring sports events

Customer service

Environment friendly automobiles


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COMPETITIVE ANALYSIS

Competitors

Comparative

Advantage

Positing Map


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COMPETITORS

TOYOTA

SUZUKI


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CONT

TOYOTA MAINLY STRESSES ON

INCREASING THE SALES VOLUME

AND BRAND NAME IMAGE

SUZUKI STREESES ON THE PRICES

AND IT COMPETES WITH DREAMS

SO

THERE IS A WAR OF SALES AND

PRICES WITH DREAMS


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COMPATATIVE ADVANTAGE

Suspension

Engine Quality

Brand Name


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POSIOTIONG MAP


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MARKETING STARTERGIES

MARKET SEGMENTATION

TARGET MARKET

MARKET POSITIONING


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MARKET

SEGMENTATION


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HONDA mented it mar et ina

ay t at it ACCORD CR-V i f orelite

lass

HONDACIVIC for ermiddle lassHONDACITY foronlymiddle lass


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TARGET MARKET

Honda North in particular and Honda

Motor Co. Ltd. In general always has

targeted upper class groups, upper

middle class, and middle class& have

been very successful in maintaining its

target market and providing with the

products of their needs.


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MARKET POSITIONING

HONDA HAS MAINTAINED ADISTINCTIVE IMAGE DUE TO ..

STRONG BRAND NAME

UNIQUE STYLE & DESIGN

COMFORT

SAFETY

LOGOSLOGAN THE POWER OF DREAMS


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SUGGESTIONS

To increase the productivity

Availability of spare parts

Mileages should be improvedControl prices


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THE END


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ANY QUESTIONPLEASE


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THANK YOU!!

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