(ASSIGNMENT 03)
ADVERTISING
OF
I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I
E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T
Submitted By: S u b m i t t e d To :
GROUP 6 P R O F. M . M . A n a n d
ACKNOLEDGEMENT
We are grateful to Prof M.M. Anand for his constant guidance and
The Honda City, its first offering introduced in 1997, revolutionized the Indian
passenger car market and has ever since been recognized as an engineering
marvel in the Indian automobile industry. The success of City as well as all its
other models has led HSCI to become the leading premium car manufacturer
in India.
The total investment made by the company in India till date is Rs. 1620
crores. The company has a capacity of manufacturing 100,000 cars.
overall efficiency of a passenger car and blends all the best attributes of
each into an all-new "right-sized" crossover for the Honda brand. Clever,
flexible seating and storage combinations include standard five-passenger
seating with spacious cargo room and available third-row seating for carrying
up to seven passengers. Spacious storage bins, hidden in the floor and
available under the front passenger seat cushion, combined with the
standard Chill Zone for beverage storage, make Honda CRV incredibly
flexible and functional.
COMPETITIVE ANALYSIS:
In formulating business strategy, managers must consider the strategies of the firm's competitors.
While in highly fragmented commodity industries the moves of any single competitor may be
less important, in concentrated industries competitive analysis becomes a vital part of strategic
planning.
2) using that information to predict competitor behavior. The goal of competitive analysis is to
understand:
Michael Porter presented a framework for analyzing competitors. This framework is based on the
following four key aspects of a competitor:
• Competitor's objectives
• Competitor's assumptions
• Competitor's strategy
• Competitor's capabilities
Objectives and assumptions are what drive the competitor, and strategy and capabilities are what
the competitor is doing or is capable of doing. These components can be depicted as shown in the
following diagram:
Most published services research (e.g. McDougall and Levesque, 2000) has
examined customer satisfaction as an outcome of service quality dimensions.
While various measures of satisfaction have been used, few studies have
focused on consumers’ affective response to the passenger car. In particular,
the affective or feeling component of attitude as an influence on behavioral
intention is compelling.
Clients who use their own password-protected Web sites to glean insights
about their brands find them most useful when developing marketing
concepts, according to a new survey that will be released this week.
The sites, which have been used by marketers as diverse as Procter &
Gamble, Coca-Cola, Staples, Hallmark, Kraft and Chrysler, use
questionnaires, polls and live chats to get real-time feedback and advice
from consumers on everything from new product designs to the look and
tone of advertising. The consumers are handpicked and rewarded with
insider perks, such as a chance to participate in a carmaker's driving event.
When asked which client departments benefit most from the sites, survey
Respondents also see the sites as catalysts for change. Fifty-four percent
said using them "changed how we think about collaboration," 46
percent that they "changed how we think about customers" and 33
percent said they both "changed a product design" and "changed
our marketing strategy."
The campaign, which will introduce the new theme line "If you can
dream it, do it," focuses on the Honda CRV's unique combination of
innovative features, versatility and flexibility all available at a great value
that can help turn dreams into reality.
The campaign ties consumers to the new Honda CRV emotionally by helping
them realize their dreams, then drives them to action, Wherever potential
owners go -- online, in print, on television, at events -- we will show them
how the CRV can help them live a bigger life with a focus on the class
exclusive features and the best value in the segment."
With nearly one third of the media mix (29 percent) for CRV dedicated to
interactive, Honda will find and connect directly with shoppers through online
activity by delivering targeted messages to the CRV's two primary audiences
-- "young couples" and "empty nesters."
In another effort to give hands-on exposure to the brand, the Honda brand
will also embark on a mobile marketing tour. The Honda Grab Life Tour will
travel to events across the country, including races. 2009 CRV will be the
first feature vehicle in this interactive tour that includes lifestyle activities
such as an Internet Cafe, gaming stations, a brand/launch vehicle trivia game
and eShots photos. There will also be a test track that will provide
participants with real world driving situations, highlighting the product
benefits of the full Honda product line.
buy a product that is different from any other product in the market and is
meant only for him.
Target Audience:
A key issue for any passenger car maker is the identification of those
features/service elements that are most important to the target market.
Given the hefty sums spent on media space and time, effective advertising
message strategy is critical. According to the elaboration likelihood model
(Petty et al., 1993), persuasion via advertising may occur through central or
peripheral routes depending on the consumer’s level of brand involvement.
Highly involved consumers deliberately examine and process message cues
that are “central” to a logical evaluation of the brand. Alternatively, less
involved consumers attend to limited information and pictorial associations
that evoke key brand attributes, but in a “peripheral” way. In practice,
peripheral tactics include minimal body copy (or voice over) with any
combination of the following cues: a celebrity endorser, aesthetically
pleasing scenic imagery, popular music, cute babies, cute pets, or attractive
couples (individuals). In passenger rail transportation, peripheral methods of
advertising may be indicated assuming consumers’ involvement is lower due
to constrained choice (having only a single passenger rail brand from which
to choose).
The target audience for this campaign would be consumers who are looking
for high class luxury vehicles ,who are early adapters and looking for
differentiating products. This campaign would generate a sense of pride
among buyers.
MEDIA PLAN
Television Campaign
part of the frame lift up and doors appear, closing like an elevator until the
next scene. The viewer then sees the same driver dressed a bit more
professionally, leaving his nicer downtown condo. As before, the middle part
of the frame lifts up and doors appear, again closing like an elevator. In the
next scene, the man is driving through a more suburban neighborhood where
he pulls up in front of his house. The voiceover says, "The higher you go, the
sweeter the CRV. Introducing the new CRV that's ready for anything."
Another Ad opens on a woman parking her new Honda CRV when she
sees an attractive man and his dog. The woman knows the man won't go
anywhere without his dog, but the dog is digging holes in the ground. The
woman is deciding between the man or her new car, finally deciding to pick
up the man and his dog. The dog is excited to get in the car and ready to dig,
but discovers the in-floor storage bins, so he calms down and watches a
movie playing on the DVD system. The man says, "I think my dog likes you."
The woman thinks to herself, "It's all about the car." The announcer closes
the spot with, "Introducing the all-new 2009 Honda CRV. If you can dream it,
do it."
Print Ads
The first is a series of single page ads called "Acronym," which can be
tailored with a message that will resonate with a publication's readers,
allowing for maximum flexibility. For example, the headline in one ad will
say, "Comes with More RHM*," meaning "Rotating Heads Per Minute."
The print adds would mainly focus on magazines and other materials that are
related to business class people where the target audience surfs. The
advertisement would generate beautiful pictures of the product to attract
consumers who are looking for high class and luxury vehicles.
Print add magazines selected would be those that are circulated in high class
hotels, pubs, airports etc .
Experiential Opportunities
In addition to the Grab Life Tour, Honda will also launch a guerilla marketing
campaign by taking a fleet of CRV’s to the places where people live, work
and play in cities, raising awareness, facilitating interaction with the vehicle
and gathering potential hand raiser information.
Outdoor Advertisement: