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NAME : Sheroz bhukhar

GR.NO: 291015

SUBJECT: Marketing managementINSTRUCTOR: Lukman hakim

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Honda Marketing PlanRaising Brand Awareness

and Market Share forthe Honda Freed

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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 totransport their disabled employees to work.

This could affect over 250,000 people

countrywide.

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Freeds Share of MPV Market

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Marketing Mission

Increase the Honda Freeds market share and

brand awareness, while maintaining excellentcustomer relationships.

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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 ObjectivesIncrease market share to 25% in the next 24 months.

Sell 15,000 units yearly to achieve 48% sales growth.

Raise brand awareness by renting work transport unitsto organizations that employ the handicapped.

Add large corporations channel to achieve goal in Section

3.1.

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

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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 forone week.

7/2 Prepare Freed literature for display at corporatelocations and social service agencies, offering discountedrates and free test-drives.

7/5 Begin contacting corporations and social service

agencies to pitch the campaign.

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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 dayfor the next six weeks.

7/29 Open house

7/30 Campaign launch (begin leasing Freeds to disabledemployees via large corporations.

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Research & Development

Honda is at the cutting edge of car design.

The Freed is road tested on a one and a halfkilometer track, which checks panic stops, unevenpaving, slalom steering and cornering.

The Thai R&D facility turns out over three million cars

a year, and it will promote technology transfer andskills development,and feature product planning,styling research and engineering development.

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Watch a Freed Being Made!

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Freeds Features Relevant toEnable the Disabled Campaign

Electric sliding doors with anti-pinch sensor

are perfect for slow moving disabled persons.

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The Freed is a luxury MPV, which will

appeal to executives leasing them to

transport disabled employees.

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Open Caf style allows Asian adults to walk

upright through interior

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Note: For photo attribution, please see

sections 6.2 and 6.4 of Marketing Plan.