Honda Crv Ad Campaign Project

ADVERTISING CAMPAIGN – HONDA CRV

ADVERTISEMENT AND COMMUNICATION MANAGEMENT (ASSIGNMENT 03) ADVERTISING OF HONDA CRV CAMPAIGN

I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T

Submitted By:

S u b m i t t e d To :

GROUP 6

P R O F. M . M . A n a n d

Modak Priy Singh (08XPGDM31)

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

ACKNOLEDGEMENT We are grateful to Prof M.M. Anand for his constant guidance and encouragement

throughout

the

Advertising

and

Communications

Management course. We are indebted to him for the thorough understanding of the advertising function and its various facets and dynamics.

The New 2009 Honda CRV Advertising Campaign Page | 2

Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

The Honda Brand Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group company, with a commitment to providing Honda’s latest passenger car models and technologies, to the Indian customers. The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger car market and has ever since been recognized as an engineering marvel in the Indian automobile industry. The success of City as well as all its other models has led HSCI to become the leading premium car manufacturer in India. The total investment made by the company in India till date is Rs. 1620 crores. The company has a capacity of manufacturing 100,000 cars. The All-New 2009 Honda CRV The all-new 2009 Honda CRV is the Honda brand's newest crossover vehicle, offering a unique

combination

of

versatility and flexibility in a sporty, sexy package. The all-new vehicle takes the capability of a sport-utility vehicle (SUV) and the

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

overall efficiency of a passenger car and blends all the best attributes of each into an all-new "right-sized" crossover for the Honda brand. Clever, flexible seating and storage combinations include standard five-passenger seating with spacious cargo room and available third-row seating for carrying up to seven passengers. Spacious storage bins, hidden in the floor and available under the front passenger seat cushion, combined with the standard Chill Zone for beverage storage, make Honda CRV incredibly flexible and functional.

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

COMPETITIVE ANALYSIS: In formulating business strategy, managers must consider the strategies of the firm's competitors. While in highly fragmented commodity industries the moves of any single competitor may be less important, in concentrated industries competitive analysis becomes a vital part of strategic planning. Competitor analysis has two primary activities, 1) obtaining information about important competitors, and 2) using that information to predict competitor behavior. The goal of competitive analysis is to understand: • • • •

with which competitors to compete, competitors' strategies and planned actions, how competitors might react to a firm's actions, how to influence competitor behavior to the firm's own advantage.

Casual knowledge about competitors usually is insufficient in competitor analysis. Rather, competitors should be analyzed systematically, using organized competitor intelligencegathering to compile a wide array of information so that well informed strategy decisions can be made. Competitor Analysis Framework Michael Porter presented a framework for analyzing competitors. This framework is based on the following four key aspects of a competitor: • • • •

Competitor's objectives Competitor's assumptions Competitor's strategy Competitor's capabilities

Objectives and assumptions are what drive the competitor, and strategy and capabilities are what the competitor is doing or is capable of doing. These components can be depicted as shown in the following diagram:

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

Competitor Analysis Components

CONSUMER INSIGHT:

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User Reviews

Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

Attitude toward the service provider: affective response and behavioral intention Consumers’ affective response Most published services research (e.g. McDougall and Levesque, 2000) has examined customer satisfaction as an outcome of service quality dimensions. While various measures of satisfaction have been used, few studies have focused on consumers’ affective response to the passenger car. In particular, the affective or feeling component of attitude as an influence on behavioral intention is compelling.

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

The relationship between customer satisfaction and future intentions has also been established. However, limited empirical evidence appears to exist concerning the relationship between overall affective perceptions of the service provider and future purchase intentions. Behavioural intention is an important consequence of product/service quality since after a service encounter, potential customers (both first time and repeat) may be influenced by product and services advertising. In this context, knowledge of the impact core versus pre-core service encounter elements has on current consumers’ attitude toward the service provider and their future purchase intentions would enhance the likelihood of creating effective advertising. Clow et al. (1996) noted that service providers should create realistic service encounter expectations by reinforcing via advertising the most critical service quality variables. Crucial to the success of such a strategy is the proper identification of which service quality variables are critical. VISIT TO WEBSITES & DISCUSSION WITH CLIENTS/AGENCY: Clients who use their own password-protected Web sites to glean insights about their brands find them most useful when developing marketing concepts, according to a new survey that will be released this week. The sites, which have been used by marketers as diverse as Procter & Gamble, Coca-Cola, Staples, Hallmark, Kraft and Chrysler, use questionnaires, polls and live chats to get real-time feedback and advice from consumers on everything from new product designs to the look and tone of advertising. The consumers are handpicked and rewarded with insider perks, such as a chance to participate in a carmaker's driving event. When asked which client departments benefit most from the sites, survey Page | 9

Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

respondents ranked marketing at the top of the list (96 percent), followed by market research (71 percent), product development (67 percent), public relations (29 percent), sales (21 percent) and human resources (8 percent). Respondents also see the sites as catalysts for change. Fifty-four percent said using them "changed how we think about collaboration," 46 percent that they "changed how we think about customers" and 33 percent said they both "changed a product design" and "changed our marketing strategy." Seattle-based Sector Intelligence conducted the survey for Passenger, a Los Angeles shop that creates private Web sites for clients. Sector polled 25 executives at 16 brands in late 2008 and early 2009 to gain a sharper, more detailed understanding of how they use the sites. Some clients see sites as an alternative to traditional focus group research and ad-hoc surveys. Forty-three percent said that using this method of consumer feedback reduced the number of focus groups they conducted in the past year and 36 percent said the practice cut down on the number of surveys they needed.

The New Honda CRV Campaign The campaign, which will introduce the new theme line "If you can dream it, do it," focuses on the Honda CRV's unique combination of innovative features, versatility and flexibility all available at a great value that can help turn dreams into reality.

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

The campaign ties consumers to the new Honda CRV emotionally by helping them realize their dreams, then drives them to action, Wherever potential owners go -- online, in print, on television, at events -- we will show them how the CRV can help them live a bigger life with a focus on the class exclusive

features

and

the

best

value

in

the

segment."

With nearly one third of the media mix (29 percent) for CRV dedicated to interactive, Honda will find and connect directly with shoppers through online activity by delivering targeted messages to the CRV's two primary audiences -- "young couples" and "empty nesters." The interactive programs will include homepage takeovers of AOL, Yahoo! and MSN, with behavioral targeting on various car shows. The Honda CRV will also be visible on travel, wellness, finance, sports and entertainment Web sites. In another effort to give hands-on exposure to the brand, the Honda brand will also embark on a mobile marketing tour. The Honda Grab Life Tour will

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

travel to events across the country, including races. 2009 CRV will be the first feature vehicle in this interactive tour that includes lifestyle activities such as an Internet Cafe, gaming stations, a brand/launch vehicle trivia game and eShots photos. There will also be a test track that will provide participants with real world driving situations, highlighting the product benefits of the full Honda product line. Honda will also launch a unique

promotion

in

partnership with Time Inc., called "Honda CRV of

a

Lifetime."

Consumers

will

be

invited to register for "can't

buy

experiences

that

it" will

take four lucky winners on a compelling CRV tied to travel, well-being (spa or active/outdoor), entertainment/celebrity

or

sports.

Consumers

will

be

directed

to

www.HondaCRVofalifetime.com to enter for the chance to win. The site will feature four 15- and 30-second promotional spots which will provide details for each of the trips so consumers can choose the CRV they would most like to experience. Communication Objective: Honda's goal is to attract the attention of consumers interested in a versatile crossover utility vehicle that are often young, active people who may be single or just starting families. The communication objective of this advertisement would be to create glory and a sense of pride in the consumers mind set once the consumer decides to buy CRV. The campaign would also try to show off the consumers desire to Page | 12

Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

buy a product that is different from any other product in the market and is meant only for him. Target Audience: A key issue for any passenger car maker is the identification of those features/service elements that are most important to the target market. Given the hefty sums spent on media space and time, effective advertising message strategy is critical. According to the elaboration likelihood model (Petty et al., 1993), persuasion via advertising may occur through central or peripheral routes depending on the consumer’s level of brand involvement. Highly involved consumers deliberately examine and process message cues that are “central” to a logical evaluation of the brand. Alternatively, less involved consumers attend to limited information and pictorial associations that evoke key brand attributes, but in a “peripheral” way. In practice, peripheral tactics include minimal body copy (or voice over) with any combination of the following cues: a celebrity endorser, aesthetically pleasing scenic imagery, popular music, cute babies, cute pets, or attractive couples (individuals). In passenger rail transportation, peripheral methods of advertising may be indicated assuming consumers’ involvement is lower due to constrained choice (having only a single passenger rail brand from which to choose). One more essential aspect is that to the extent brand-building is important in advertising, emotional rather than rational advertising executions should prevail. Consumers choosing passenger cars transportation (over substitute forms of transportation) are not constrained by a single brand from which to choose. Thus, the glamorized, even romanticized depictions of cars’ travel may entice first-timers, particularly the leisure traveler, to try the CRV.

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

The target audience for this campaign would be consumers who are looking for high class luxury vehicles ,who are early adapters and looking for differentiating products. This campaign would generate a sense of pride among buyers. MEDIA PLAN Television Campaign Online activities, events and promotional partnerships will be complemented by television advertising that takes the viewer on an adventure that only the Honda CRV can make happen. Building on the theme "If you can dream it, do it," the Honda CRV television commercials will debut on with two general market television ads and two multicultural spots. In the "Water Slide," a Honda CRV pulls up in an urban setting on a sweltering hot day. From the CRV's flexible interior space and unique storage compartments, pieces are unloaded that when put together build the world's largest water slide. Professional people -- lawyers, stock brokers, etc. -- come out to see what all the commotion is about. "CRV Animates" is an ad that puts a real CRV in an animated scene with a highly stylized background. As the vehicle drives through the spot, an animated family uses various features of the vehicle like the Flip 'n Stow(TM) in-seat storage, the third row seat and the rear seat DVD. The ad closes with a value message. Another ad, opens on a man, dressed casually, walking up to his new Honda CRV parked in front of his modest apartment. As he gets in, the viewer sees the CRV's interior space and features like Flip 'n Stow in-seat storage. As he drives through his neighborhood, the viewer sees the middle

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

part of the frame lift up and doors appear, closing like an elevator until the next scene. The viewer then sees the same driver dressed a bit more professionally, leaving his nicer downtown condo. As before, the middle part of the frame lifts up and doors appear, again closing like an elevator. In the next scene, the man is driving through a more suburban neighborhood where he pulls up in front of his house. The voiceover says, "The higher you go, the sweeter the CRV. Introducing the new CRV that's ready for anything." Another Ad opens on a woman parking her new Honda CRV when she sees an attractive man and his dog. The woman knows the man won't go anywhere without his dog, but the dog is digging holes in the ground. The woman is deciding between the man or her new car, finally deciding to pick up the man and his dog. The dog is excited to get in the car and ready to dig, but discovers the in-floor storage bins, so he calms down and watches a movie playing on the DVD system. The man says, "I think my dog likes you." The woman thinks to herself, "It's all about the car." The announcer closes the spot with, "Introducing the all-new 2009 Honda CRV. If you can dream it, do it." Television advertisement would focus on channels that are viewed by business class people. The advertisement would be telecasted at late evening so as to attract the target audience. Clips of the advertisement would be circulated at Hotels, Airports where the target audience sees the add. Print Ads The first is a series of single page ads called "Acronym," which can be tailored with a message that will resonate with a publication's readers, allowing for maximum flexibility. For example, the headline in one ad will say, "Comes with More RHM*," meaning "Rotating Heads Per Minute." Page | 15

Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

The second print execution, consisting of a two-page spread and a single page ad, focuses on the interior space and flexibility of the new CRV by comparing it to the floor plan of a house. The headline reads, "The All-New CRV. Move Right In." The print adds would mainly focus on magazines and other materials that are related to business class people where the target audience surfs. The advertisement would generate beautiful pictures of the product to attract consumers who are looking for high class and luxury vehicles. Print add magazines selected would be those that are circulated in high class hotels, pubs, airports etc . Experiential Opportunities In addition to the Grab Life Tour, Honda will also launch a guerilla marketing campaign by taking a fleet of CRV’s to the places where people live, work and play in cities, raising awareness, facilitating interaction with the vehicle and gathering potential hand raiser information.

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Submitted By : GROUP NO. - 6

ADVERTISING CAMPAIGN – HONDA CRV

Outdoor Advertisement: The outdoor advertisement would focus on displays near malls, shopping omplex, airports, etc so as to attract the target audience. Displays would also be done at places like golf clubs, etc where high class gentry regularly visits. Main purpose of the outdoor advertisement would be to create a sense of pride among buyers and show them the essence of Honda brand.

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Submitted By : GROUP NO. - 6