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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
Céline ChevalierKimberly GuzmanStephen HattersleyEdwardson LimShenna HuynhJustin Thomas
SDSU IMC Consulting
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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 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 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 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
OverviewSituation AnalysisIntroduction Comm. Strategy Execution
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INTERNAL ANALYSIS
Situation AnalysisIntroduction Comm. Strategy Execution
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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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VCM
Hybrid IMA
CVT
VTEC
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:
QuickTime™ and a decompressor
are needed to see this picture.
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Situation AnalysisIntroduction Comm. Strategy Execution
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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Government and compliance
Environment
Society
Community Participation
Social Welfare
Disaster Relief
Volunteer Activities
Value Communications
Legal Ethical FactorsSituation AnalysisIntroduction Comm. Strategy Execution
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Government and compliance
Environment
Society
Community Participation
Social Welfare
Disaster Relief
Volunteer Activities
Value Communications
Legal Ethical FactorsSituation AnalysisIntroduction Comm. Strategy Execution
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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
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
Global Financial Crisis of 2008
Automotive Industry Crisis 2008-2010
Economy / PoliticsSituation AnalysisIntroduction Comm. Strategy Execution
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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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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 AnalysisIntroduction Comm. Strategy Execution
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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 AnalysisIntroduction Comm. Strategy Execution
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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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SWOT AnalysisSituation AnalysisIntroduction Comm. Strategy Execution
• Economic Slowdown
• Raw Material Costs
• Focus on Fuel efficiency
• Toyota recalls
• Decreased R & D
• Decreased SG&A
• Innovations
• Brand Name
Strengths Weaknesses
ThreatsOpportunities
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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
• Innovations
• Brand Name
Strengths Weaknesses
ThreatsOpportunities
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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
• Innovations
• Brand Name
Strengths Weaknesses
ThreatsOpportunities
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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
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 MarketSituation 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 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
Media
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
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 ObjectivesSituation AnalysisIntroduction Comm. Strategy Execution
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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 ObjectivesSituation AnalysisIntroduction Comm. Strategy Execution
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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 ObjectivesSituation AnalysisIntroduction Comm. Strategy Execution
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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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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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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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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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“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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“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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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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Media and Creative StrategySituation 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
Situation AnalysisIntroduction Comm. Strategy Execution
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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 team’s progress
Cause Marketing
The Honda Full of Life
Green Fleet Contest
Situation AnalysisIntroduction Comm. Strategy Execution
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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 team’s progress
Cause Marketing
The Honda Full of Life
Green Fleet Contest
Situation AnalysisIntroduction Comm. Strategy Execution
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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 team’s progress
Cause Marketing
The Honda Full of Life
Green Fleet Contest
Situation AnalysisIntroduction Comm. Strategy Execution
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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
The Honda Full of Life
Green Fleet Contest Cont.
Situation AnalysisIntroduction Comm. Strategy Execution
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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
The Honda Full of Life
Green Fleet Contest Cont.
Situation AnalysisIntroduction Comm. Strategy Execution
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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
The Honda Full of Life
Green Fleet Contest Cont.
Situation AnalysisIntroduction Comm. Strategy Execution
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Green fleet cars
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Green fleet Flyer
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Media and Creative StrategySituation AnalysisIntroduction Comm. Strategy Execution
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Jack Johnson
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Social MediaTwitter
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Social Media
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Media and Creative StrategySituation AnalysisIntroduction Comm. Strategy Execution
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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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Media and Creative StrategySituation AnalysisIntroduction Comm. Strategy Execution
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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
QuickTime™ and a decompressor
are needed to see this picture.
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