Honda Marketing Plan

1
Honda Marketing Plan

• Raising Brand Awareness
• and Market Share for
• the Honda Freed

2
Executive Summary

• On August 29, 2010, Honda Surabaya will embark on
  a marketing campaign called Enable the
  Disabled. The company will lease Honda Freeds to
  corporations to transport their disabled
  employees to work. This could affect over 250,000
  people countrywide.

3
Freeds Share of MPV Market
4
Marketing Mission

• Increase the Honda Freeds market share and brand
  awareness, while maintaining excellent customer
  relationships.

5

• Financial Objectives
• ROI target 35 within three years
• Net profits 3,000,000
• Cash flow June 30 through December 30, 2010
  (1,850,000)
• Marketing Objectives
• Increase market share to 25 in the next 24
  months.
• Sell 15,000 units yearly to achieve 48 sales
  growth.
• Raise brand awareness by renting work transport
  units to organizations that employ the
  handicapped.
• Add large corporations channel to achieve goal in
  Section 3.1.

6
Countdown to 2010Enable the Disabled Launch

• 6/30 Issue press releases
• 6/30 Announce promotion in a special section of
  website.
• 7/1 Run ten one-minute television commercials per
  day for one week.
• 7/2 Prepare Freed literature for display at
  corporate locations and social service agencies,
  offering discounted rates and free test-drives.
• 7/5 Begin contacting corporations and social
  service agencies to pitch the campaign.

7
Countdown to 2010Enable the Disabled Launch

• 7/8 Run five one-minute commercials per day for
  one week.
• 7/15 Assess success of first week of commercials.
• 7/21 Begin conducting focus groups.
• 7/22 Continue to run five one-minute commercials
  per day for the next six weeks.
• 7/29 Open house
• 7/30 Campaign launch (begin leasing Freeds to
  disabled employees via large corporations.

8
Research Development

• Honda is at the cutting edge of car design.
• The Freed is road tested on a one and a half
  kilometer track, which checks panic stops, uneven
  paving, slalom steering and cornering.
• The Thai RD facility turns out over three
  million cars a year, and it will promote
  technology transfer and skills development,and
  feature product planning, styling research and
  engineering development.

9
Watch a Freed Being Made!
10
Freeds Features Relevant to Enable the Disabled
Campaign

• Electric sliding doors with anti-pinch sensor
  are perfect for slow moving disabled persons.

11

• The Freed is a luxury MPV, which will appeal to
  executives leasing them to transport disabled
  employees.

12

• Open Café style allows Asian adults to walk
  upright through interior

13

• Note For photo attribution, please see sections
  6.2 and 6.4 of Marketing Plan.