Branding IMCSyndicate 5

Agung Mahendra 29111324Rangga Tri Raeros 29111314Joseph Enrico 29111349Reski Mapriharto 29111326Gilang Surawijaya 29111350

Stage of Brand Communication Objective : Increase market share, revenue and

awareness Messages : Honda Beat is the motor of the present

trend Modes :

Visual (TV ads, brochure, billboard, magazine, newspaper, website)

Non-Visual (Radio, mouth to mouth) Traditional (Event and Sponsorship) Local media Most of the used media is a paid media

Implement Continuous

Adjust

Measurement

ImplementModes

Messages

Objectives

IMC Program

TV Print ads

Sales promotion

Sponsorship

Radio

Billboard

Event

Coverage +++

+ ++ ++ + +++ ++

Contribution +++

+++ +++ +++ ++ ++ +++

Commonality

+++

++ ++ + + ++ ++

Complementary

+++

+++ +++ +++ +++ +++ +++

Versatility + ++ + + + + ++

Cost +++

+++ +++ +++ ++ +++ ++Note : + (weak)

++ (Medium) +++ (Strong)

Target Audience Worksheet

 Primary Target

Demographic Psychographic

Size of Market Distribution Point

Media Reach

Young People (17-21 yo)

Female Middle to low

income

Strivers people

High mobility

63 % Dealer, motorcycle exhibition, School event,mallor motor showroom

Television, Magazine, Website, Radio, Bilboard, Brochure

Secondary Target

Adult (21-40yo)

Male Middle-middle

up

Thinkers people

 

33 % Dealer, mall, personal selling, motorcycle exhibition, mall, or motor showroom

Television, Magazine, Website, Radio, Billboards, Brochure

Tertiary Target

Middle-aged (>40)

- 4 % Dealer, personal selling, motorcycle exhibition, mall or motor showroom

Television, Magazine, Website, Radio, Billboards, Brochure

IMC & Segment

Target

TV

Sponsorship

Event

Activity Community

TV advertising

Print Ads

Sales Promotion/Exhibition

Sponsorship

Event

PR

IMA

RY • Television

• Sponsorship

• Event• Billboard• Magazine• Website S

EC

ON

DA

RY • PrintAds

• Exhibition• Sales

Promotion• Television• Billboard• Newspap

er• Website

TERTIE

R • PrintAds• Exhibition• Sales

Promotion• Television• Billboard• Newspap

er

The Honda IMC already fit with the segmentation.

Thank You