IMC for Honda Airblade

Topics: Motorcycle, Vietnam, Honda Pages: 7 (1957 words) Published: December 8, 2013

MARKETING COMMUNICATION

IMC AUDIT REPORT FOR HONDA AIRBLADE

EXECUTIVE SUMMARY
Honda is considered one of the most successful brands among motorbike manufacturers in Vietnam, since its first establishment in 1998. This brand has sold over 2.03 million motorbikes domestically and extended their market into our neighbors, such as Cambodia and Laos. Under the great potential demand for scooter in Vietnam, Honda successfully launched the first sporty scooter series named Air Blade to Vietnamese market, which generated massive sales revenue for its scooter section. In 2011, Honda introduced the newest version of Air Blade series, the Air Blade FI. The slogan “Light Up Yours” inspires people to express their personalities and styles through experiencing the Air Blade FI. In this IMC Audit, upon analyzing the 4Ps and marketing tools that have been used by Honda while they launched the IMC campaign for Air Blade FI (from, we found some strengths and weaknesses. The strengths of this IMC campaign included strong PR activities such as scholarships, charities, Be U events and motorbike exhibition shows, etc. These PR activities have been widely advertised on TV, company’s website and printed materials. Additionally, the product was also advertised on YouTube and the company applied some sales promotions during the campaign. However, the weakness of this IMC campaign is the lack of marketing online and TVC while online community is a very potential market. The recommendation for Honda to improve their IMC campaign is to focus more on advertising online and TV. It is an effective way to reach most of targeted customers, who are high self-esteem and affluence.

Table of Content
1.Introduction……………………………………………………………………...................4 1.1 Company background……………………………………………………………....…4, 5 1.2Target Market………………………………………………………………………..……5 1.2 Positioning…………………………………………….................................................6, 7 2.Marketing Mix…………………………………………………………………………...…8 2.1 Product……………………………………………….......................................................8 2.1.1 Augmented product…………………………………………………………..…..…..8 2.1.2 Actual product……………………………………………………………….……….8 2.1.3 Core product………………………………………………………….………..……..8 2.2 Place………………………………………………………………………….……….…..9 2.3 Price…………………………………………………………………………..….………10 2.4 Promotion…………………………………………………………………………......…11 2.4.1 Commercial Video…………………………………………………………….……11 2.4.2 Exhibition Show……………………………………………………………..…11, 12 2.4.3 Sales Promotion……………………………………………………………..………12 2.5. Weakness………………………………………………………………………..……...12 4. Recommendation…………………………………………………………………….…..13 5. References……………………………………………………………………………14, 15

1. INTRODUCTION

1.1. COMPANY BACKGROUND
Honda Vietnam considered one of the most successful motorcycle manufacturer since first established in 1998 (Honda 2012). It sold over 2.03 million motorcycles last year and held 64 % of market share compared with Yamaha, Suzuki, SYM and Piaggo in 2010 (Quoc Hung, 2012). . Honda Vietnam aims to keep its customer's satisfaction in pre as well as post-purchase stages. The brand offers some supplementary services along with distributing motorcycles in Vietnam. Supplementary services, such as Wings services, 2 years warranty and repair maintenance services provided widely in nationwide (Honda, 2012).

Figure 1: Honda Airblade colour Reproduced from Honda 2012

Since 2007, the scooter's market has halted; Honda's scooter section has generated a huge sale record for Honda Vietnam. It contributed 38% in total sale last year and forecasted to reach 40% this year. Therefore, Honda Vietnam invested $500 million to increase production. In return of the vast investment, Honda Vietnam plan to sell 2.3 million units this year and push the sale for scooters such...
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