NAME : GR.

NO: SUBJECT: INSTRUCTOR:

Sheroz bhukhar 291015 Marketing management Lukman hakim

Honda Marketing Plan

Raising Brand Awareness and Market Share for the Honda Freed

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.

Freeds Share of MPV Market

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

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. Cash flow June 30 through December 30, 2010 = (1,850,000) 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.

Countdown to 2010 Enable 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.

Countdown to 2010 Enable 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.

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 R&D 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.

Watch a Freed Being Made!

Freeds Features Relevant to Enable the Disabled Campaign

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

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

Open Caf style allows Asian adults to walk upright through interior

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