1

2016 Honda Accord Marketing Plan

Maboroshi AdvertisingCamille Ray, Courtney Hendricks & Katherine Beigel

“Follow Your Dreams, Honda Will Get You There.”

2

3

The All-New 2016 AccordAt Honda, we dare you to dream big. We know you want the speed to

match your active lifestyle. We want you to have those luxury features, practical qualities and that high performance you’ve

always dreamed of. Dream big, we dare you.

4

5

6

7

8

9

10

11

12

13

14

15

Media Objectives

Target Demographic (Who): male, age 45-54, $100K+, grad college or more education, Asian

Target Psychographic: Our target likes to travel for business and with his family, he tends to go out,

and uses the internet in his leisure, he reads comics, participates in fantasy sports leagues, enjoys taking his family to museums, state fairs, the beach or lake, tailgates, and takes education courses.

16

John

Secondary Target Demographic (Who): female, age 18-24, Asian

Secondary Target Psychographic: Our secondary target is the daughter of John, she likes to travel

and go out with friends, she uses the internet in her leisure, visits museums, dabbles in photography, visits state fairs, loves to road trip to the beach or lake, tailgate, and is taking college courses.

17

Julia

Media StrategiesReach/Frequency: Since the 2016 Honda Accord is a new product, it is important for a frequency strategy to be emphasized. Additionally, the new Accord has new features that would benefit from the repetitiveness of a frequency strategy.

Intro: Summer 2016 will be a media heavy season because that’s the 2016 Accord’s official launch

Bursting: There are months that use a bursting strategy. This strategy was used to capitalize on key car buying months: January/December, May/June (Summer)

Loyalty/Conquest: This campaign utilizes a loyalty strategy, focusing the majority of the budget on markets where Honda is already strong

18

SWOT AnalysisStrengths● Strong, well established brand name● Spacious, comfortable and luxurious

interior● Top safety ratings● More horsepower than other Honda

models throughout the years● Responsive, fun and safe drivability● High quality for the standard● Driver assist technology● Unmatched commitment to the

environment 19

Weaknesses● 2015 model has uncomfortable

seats and noise pollution, detracts from driving experience

● Not enough value for a luxury vehicle at the price

● No clean diesel technology● Most expensive in their market ● No all wheel drive● Product recalls damage reputation

Opportunities:● Consumer confidence makes people

want to spend money in the market!● More value for the money● If gas prices rise people will be more

likely to prefer a Honda hybrid/ green vehicle

● Growing global trend in going green● Appeal more to diverse market● More advertising● Increase brand loyalty

20

Threats:● Competition has higher or the same

quality at the same or lower price● Lowering gas prices would make

people less eager to buy hybrid/ green cars

● The yen in Japan is getting more valuable, affecting profits for Honda

● Raw materials such as metal are raising in price, which in turn raises production cost

SWOT Analysis

Share of Voice

21*Appendix: SOV

Top Five Mid Size Economical Sedans in 2011:

1. Ford Fusion - 18.5%

2. Toyota Camry - 16.7%

3. Hyundai Sonata - 16.1%

4. Chevrolet Malibu - 14.2%

5. Honda Accord - 11.4 %

Share of MarketTop Five Mid Size Economical Sedans in 2011:

1. Toyota Camry - 26.8%

2. Honda Accord - 26.3%

3. Nissan Altima - 16.2%

4. Chevrolet Malibu - 7.3%

5. Hyundai Sonata - 6.3 %

22*Appendix: SOM

Competitive Demographic (Who): 65+, $100K+, grad college or more, Asian

Competitive Psychographic: Enjoy going to the zoo, state fairs, tailgating, fantasy sports leagues, golf and ESPN. Popular magazines read are PC Magazine, American Way, Esquire, InStyle, Spirit, Conde Nast Traveler, Details, and GQ. 23

Media Analysis Overview

24

Media Analysis OverviewBDI: Honda is strong in 1) Miami, 2) Atlanta, 3) Washington D.C., 4) Tampa and 5) BostonCDI: Accord and Camry are strong in 1) Miami, 2) Atlanta, 3) Washington D.C., 4) Boston and 5) TampaPrint Plan Analysis: Target audience reads news, beauty, health and airline magazines: (Sky- Delta Airlines, Vogue, Men's Health, Newsweek, US Weekly, National Geographic, Time, Allure, House Beautiful and Sports Illustrated) as well as the newspaperOnline Plan Analysis: Target audience uses social and community marketplace websitesTelevision Analysis: Target audience watches Travel Channel, MTV, E! Entertainment, CNN, ESPN, Science, AMC, TNT and CNBCRadio Plan Analysis: Target audience overwhelmingly prefers XM radio to FM/AM stationsOut of Home Analysis: Media is based on the areas the target notices advertisements the most: Outdoor Billboards, Elevators, Department Stores and Doctor’s’ Offices

25*Appendix: BDI, CDI

Quintile Analysis: ● Internet: High

● TV: Medium-High

● Outdoor: Medium-High

● Print: Medium

● Radio: Low-Medium

26

Quintile Analysis

Media Strategy Recommendation

27

Television Tactics● For TV, we are using a bursting strategy.

○ The main TV spots will be in January, May and Summer 2016 with other TV spots in seasons that are suitable. We chose those months as our main TV spots because those are the major car buying month's due to end of year closeouts, beginning-of-year inventory sales, graduation and launches.

● We have local programming based in our top 5 cities: Miami, Atlanta, Washington DC, Tampa and Boston along with some Cable broadcasting.

● The best dayparts to advertise are as follows:○ Early Morning 20%○ Day Time 10%○ Early News 10%○ Prime Access 20%○ Prime Time 40%

● Television Budget of $40,259,042 28

Television Networks

29

Why XM Radio

30

● Honda drivers overwhelmingly prefer SiriusXM satellite radio to AM/FM radio

Radio Tactics ● Plan 100 spots per week across the target’s top SiriusXM channel types:

Ethnic, All News, All Sports and Inspirational ● Best Ethnic Daypart Mix

○ Monday-Friday, evening: 7 p.m. - midnight○ Saturday-Sunday, evening: 7 p.m. - midnight○ SiriusXM channel: Multicultural Radio (165) and Bollywood & Beyond (163)○ Burst Timing: Dec., Jan. and May

● Best All News Daypart Mix○ Monday-Friday, overnight: midnight - 6 a.m.○ Saturday-Sunday, overnight: midnight - 6 a.m.○ SiriusXM channel: CNBC (112), FOX News and CNN ○ Burst Timing: Dec., Jan. and May 31

Radio Tactics cont.● Best All Sports Daypart Mix

○ Monday-Friday, overnight: midnight - 6 a.m.○ Monday-Friday, afternoon: 3 p.m. - 7 p.m.○ Saturday-Sunday, overnight: midnight - 6 a.m.○ SiriusXM channel: ESPN Radio (80) and FOX Sports ○ Burst Timing: Dec., Jan. and May

● Best Inspirational Daypart Mix ○ Monday-Friday, morning: 6 a.m. - 10 a.m.○ Saturday-Sunday, mid-day: 10 a.m. - 3 p.m. & afternoon/evening: 3 p.m. - 10 p.

m.○ SiriusXM channel: enLighten and The Message (63)○ Burst Timing: Dec., Jan. and May

● Radio Budget of $2,320,50032

Magazine Tactics● Our goal is to highlight the essence of the 2016 Honda Accord with the vivid

picture quality in magazines to achieve a visual impact that will match the

energy of the all-new Accord.

● The magazines that meet the needs of our primary and secondary target

audiences include:

○ Sky, Men’s Health, Vogue, Time, National Geographic, Newsweek, Allure, Us

Weekly, Homes Beautiful and Sports Illustrated

33

34

Magazines Used

Newspaper TacticsThe Honda target demographic (age 45-54, grad college or more with an income of $100,000 or more) frequently read the newspaper, especially on Sundays.

Placement: News and Sports sections

Black and White/Color: All newspaper ads will be in color

Size: 63 or 90 column inch to maximize the visual message

Newspapers: The Tampa Tribune, The Miami Herald, The Atlanta Journal-Constitution, Los Angeles Times, The New York Times and The Boston Globe

35

36

Newspapers Used

Out-of-Home Tactics● Based on Simmons OneView, the following are the target’s most noticed OOH:● Outdoor Billboards:

○ Focus on Honda’s top markets○ Concentrate billboards along traffic-heavy roads (highways, freeways, etc.)○ Place billboards next to major roadways near neighborhoods that match Honda

Accord’s target demographic (grad college or more, Asian, $100K+ income, 55-64 age)

● Elevators:○ Focus OOH in parking garages for markets that have limited street parking○ Focus OOH in office buildings during months when employees work the most

(Jan., Feb., Mar., April, May, Sept. and Oct.)○ Focus OOH inside malls during heavy shopping seasons (Nov., Dec. and Jan.)○ Focus OOH inside airports during family vacation season at airports near

common vacation spots (May, June, July, Aug. and Nov.)

37

Out-of-Home Tactics cont.● Department Stores/Large Retail:

○ Station one 2016 Honda Accord Sport in the mall for the Accord’s top markets. Offer a giveaway at each location. Should take place during mall peak season (Nov. and Dec.)

○ Focus department store/large retail OOH outside on mall directories outside of major department stores during Nov. and Dec.

○ Place advertisements on shopping carts of large retailers that are not in the mall (ex: Target) before graduation season (April and May)

● Doctors’ Offices/Waiting Rooms:○ Concentrate during cold/flu season (Dec., Jan. and Feb.) at urgent care offices

such as Urgent Care and CareNow ● Outdoor Budget of $4,046,318

38

Online Tactics ● Frequency and Reach● Based off a Simmons run, we have split our online budget between

lifestyle and endemic sites○ Online advertising○ Social media marketing

● Engage our online users on both a desktop platform as well as their mobile devices○ Content marketing○ Mobile marketing

● Online Budget of $15,603,877

39

40

Sites Used

Overall Flowchart

41

Promoting Dreams

42

Uber Promotions

43

2016 Budget

44

Medium Gross Total Net TotalTV $47,363,576 $40,259,042

Online $18,357,502 $15,603,877

Print $13,819,134 $12,016,638

Outdoor $4,760,374 $4,046,318

Radio $2,730,000 $2,320,500

GRAND TOTAL $74,246,374

It’s never too late or too early to follow your dreams. Let the Honda Accord get you there.

45