justin ryan thomas honda imc campaign

Download Justin Ryan Thomas Honda IMC Campaign

Post on 11-Aug-2014

1.910 views

Category:

Automotive

0 download

Embed Size (px)

DESCRIPTION

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

TRANSCRIPT

  • Cline Chevalier Kimberly Guzman Stephen Hattersley Edwardson Lim Shenna Huynh Justin Thomas SDSU IMC Consulting
    • INTRODUCTION
    Situation Analysis Introduction Comm. Strategy Execution
    • Introduction
      • Overview
    • Situation Analysis
      • Internal
      • External
      • SWOT
    • Communication Strategy
      • Target Market
      • Communications Objectives
      • Marketing Objectives
      • Big Idea
    • Execution
    • Conclusion
      • Q&A
    Agenda Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
    • 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
    Overview Situation Analysis Introduction Comm. Strategy Execution
      • INTERNAL ANALYSIS
    Situation Analysis Introduction Comm. Strategy Execution
    • Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.
    Mission Statement Situation Analysis Introduction Comm. Strategy Execution
    • VCM
    • Hybrid IMA
    • CVT
    • VTEC
    • SH-AWD
    • Crash compatibility body
    Technology Situation Analysis Introduction Comm. Strategy Execution
    • Company Values
      • Innovation
      • Research and Development
    • Quality
    • Uniqueness
    Company Values Situation Analysis Introduction Comm. Strategy Execution
  • Demographics Situation Analysis Introduction Comm. Strategy Execution
    • Honda is the 6th largest car manufacturer in the world
    • Main competitors include:
    Current Competition Situation Analysis Introduction Comm. Strategy Execution
    • EXTERNAL ANALYSIS
    Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environmental Issues
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environment
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • Government and compliance
    • Environment
    • Society
      • Community Participation
      • Social Welfare
      • Disaster Relief
      • Volunteer Activities
      • Value Communications
    Legal Ethical Factors Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • High Fuel Prices
    • Weak U.S. Economy
    • Financial Crises
      • Global Financial Crisis of 2008
      • Automotive Industry Crisis 2008-2010
    Economy / Politics Situation Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • 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 Analysis Introduction Comm. Strategy Execution
    • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
    • 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 Trends Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • SWOT Analysis Situation Analysis Introduction Comm. Strategy Execution
  • Communication Strategy Situati