Honda of KenoshaNew and used cars

Campaign:December through February

Presents:

COM203: AdvertisingCarroll UniversityMargaret MurphyDecember 2010

Situation Analysis

SWOT Analysis• Strengths:– Produce quality automobiles at an affordable

price– Fuel efficient cars – Offers variety of hybrids– At dealership: children’s play room, free

Starbucks coffee, flat screen TV lounge, wi-fi and computer work stations

– 5 day return policy on pre-owned cars, 1 year free maintenance, and unlimited free car washes

SWOT Analysis• Weaknesses:– Foreign car – Chrysler plant in the area that provided

many jobs for the community – New dealership

SWOT Analysis• Opportunities– Chrysler buyers and former employees

who are upset of the shutting down of a recent plant

– Highlight affordability and fuel efficient cars

SWOT Analysis• Threats:–Worldwide recession – Toyota dealership – Other Honda dealerships near by

Competitive Review• Key Competitors: – Toyota– Schlossmann’s Honda –Wilde Honda

Competitive Review Continued

• Toyota:– Convenience, sales, savings and

selection– Largest selection of new and used

dealership in Wisconsin– Toyota received the “Toyota President’s

Award” which is dedicated to the satisfaction of Toyota customers.

–Might have a bad reputation because of recalls

Competitive Review Continued

• Schlossmann’s Honda: –Money-saving incentives and car

specials – Also offered are specials on car parts–Most centralized dealership– Top dealers in Milwaukee–May show loyalty to other Honda

dealerships– Bad economy

Competitive Review Continued

• Wilde Honda:– Money-saving specials– Backed by outstanding service – Features an enhanced lounge, a ten vehicle

show floor, state-of–the-art service and parts area equipped with the most current diagnostic equipment.

– Largest volume Honda dealer– Show loyalty to other Honda dealers– Bad Economy

Objectives1. Increase new and used sales by

20%2. Increase store traffic by 40%

Strategies• 1.Show off high quality features such

as:– Safety– Fuel efficiency– Interior styling, etc.

• 2. In-Store Events– Santa!– IPad Raffle

Target Audience• Primary

– Women– 25-45 years old– Income: $65-100 thousand– Living in Kenosha, Racine, Milwaukee (and

neighboring areas)• Secondary

– Men and Women– Milwaukee, Waukegan, Gurnee area– Income: $65,000 or less– Any age over 25

Positioning• Sophisticated yet affordable• Enhanced buying experience• Better facility than competition• Better vehicles than competition

Campaign Theme• Upgrade from competition• Enhanced buying experience• “You’re Welcome.”

Radio Ads

Campaign Flowchart

Budget Summary

15%

20%

48%

0% 16%

December BudgetMall Poster She Magazine RadioSanta Decorations

$5,400 Mall Poster$7,000 She Magazine$16,800 Radio$46 Santa$5,754 Decorations

49%

5%

26%

15%

5%

January BudgetRadio Kenosha News BillboardIpads The Journal Times$9,000 Billboard

$5,000 Ipads$1,800 The Journal Times

44%

16%

41%

February BudgetShe Magazine 414 Magazine Midwest Living

$14,000 She Magazine$5,000 414 Magazine$13,000 Midwest Living

Thank You!