Honda CR-VConsumer Behavior Pitch

Alyssa ChavezJonny Pinckney

Lina AntwiNavneet Sokhi

Simon Hernandez

Agenda 1

2

3

4

5

Background

Target Segment

General Factors

Our Strategy

MAO

Brand History

Established: September 24, 1948 Japan (HQ)

Full company name:Honda Motor Co., Ltd.

Racecars at first

Principles:● Maintaining global viewpoint● Supplying products of highest quality● Reasonable price for worldwide customer

satisfaction

Broad range of business:● Motorcycles● Automobiles● Power equipment

Qualities Honda CR-V:● Reliable● Affordable● Practical● Trusted● Rugged● Universal● “Greener”

About the Honda CR-V

CR-V Features:● Features a 2, 4-liter

four-cylinder engine● Five-speed automatic

transmission● Front or- all-wheel

drive● Affordable compact SUV● Price: $23,045

Best compact SUV for the money in 2014!

We set out to target the ideal Honda CR-V owner. To discover, what makes their “hot button”, hot?

Our Mission

Target Segment

● Female Caucasian (45-54 age) ● Graduated High School● HHI: $75,000-$149,999● Professional career● Married and a homeowner

Who is the Customer?

Meet Carol. ● Mom● Children aged 12-17● Reads People magazine ● Has Cable TV, watches HGTV

when she has the time.

Current Target Segment

Marketing Philosophy

What motivates a consumer to choose Honda CR-V’s?

● Gas efficient ● Not a Van, but not an SUV● Stylish● Reliability● Trusted Brand

Motivation

Target Interests vs. CR-V Capabilities Match Analysis

Price Point of CR-V: $23,045

Average Income of Target:$95,000

Ability

● 15.5 million cars sold in U.S. in 2013● 1,300 Honda and Acura U.S. dealerships- Sold 1.4 million vehicles in 2013

Honda owns about 9% market share

New car sales expected to increase to 16.4 millionin 2014-Honda should increase their Ad campaigns to prepare for 2014

Opportunity

Ad example

● Ad appeals to consumers life goals

● Active lifestyle is clearly represented

● Convenience and usefulness

● Bucket list of things to do before getting

married reaches the target consumers

Ad Analysis-Consumer Response

● Cultural: Southern culture● Social : Whole Family● Personal: responsive, safety,

generation x, commuting and errands $20,000-$29,000 range

● Psychological: Style and convenience

General Factors

● Highly satisfied ● Pleased with comfort & performance● Content with cost-effectiveness ● Reliability ● Passionate consumers

Consumer Attitudes about Honda CR-V

● Extensive Decision Making involvement due to competition

● Consumers need to know the benefits of the Honda CR-V to differentiate Honda’s product from competitors

● Create Brand Loyalty

Customer Decision Making Process

● Honda CR-V is 65 to 472 pounds lighter than comparable base and well-equipped versions of the Toyota RAV4, Chevrolet Equinox and Ford Escape.

● Add up all of the CR-V's advantages and the Honda CR-V is cheaper and holds its value better than the competition

● Honda redesigned the CR-V two model years ago, and it soon beat five competitors in a 2012 Cars.com comparison

Competitors

The ideal CR-V owner seeks a Fun, Rugged, Reliable car with Stylish roots. They are young at heart, passionate about what they do and who they know.

Summary

The End

http://world.honda.com/history/limitlessdreams/joyofmanufacturing/http://usnews.rankingsandreviews.com/cars-trucks/Honda_CR-V/Performance/MRI plus http://ureporter.mriplusonline.com/selectdemo.asp http://ureporter.mriplusonline.com/selectdemo.asphttp://www.willsurgicalarts.com/blog/2011/11/beauty-secrets-for-aging-gracefully/http://www.hondainamerica.com/http://money.cnn.com/2014/01/03/news/companies/car-sales/http://www.edmunds.com/industry-center/commentary/edmunds-coms-2014-auto-sales-forecast-16-4-million.htmlhttp://ureporter.mriplusonline.com/selectdemo.aspKnowsouthernhistory.net http://usnews.rankingsandreviews.com/cars-trucks/Honda_CR-V/Performance/http://s1182.photobucket.com/user/vu11881/media/Toyota-Logo-Transparent.png.htmlhttp://www.autorevew.com/automobile-news-room/?id=83#.VCx7vfldWVYhttp://www.walserhonda.com/honda-crv-vs-ford-toyota-hyundai-in-mn.htm

References