Umesh Kumar

Honda Motor Co. Ltd

Established September 24, 1948

President & CEO Takanobu Ito

Head Office 1-1, 2-chome, Minami-Aoyama, Minato-ku, Tokyo 107-8556, Japan

Chief Products

A mobility company by definition, Honda takes great pride in ASIMO, the world's only humanoid robot with the freedom of mobility to walk and climb stairs.

ASIMO

Basic Principles Respect for the

individual. The Three Joys (buying, selling and creating)

Company Principle(Mission statement) Maintaining a global viewpoint, and are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.

Management Policies

always with ambition and youthfulness.

Develop fresh ideas, and make the most effective use of time.

Enjoy work and encourage open communication.

Strive constantly for a harmonious flow of work.

Be ever mindful of the value of research and endeavor.

Creating new value to address environmental challenges and stay ahead of the time......

Strategy Reliability and quality

Message

Japan South Korea Asia, Oceania  America North America Europe, Middle East, Africa China

Honda Global

Communication objective- promotion of new Honda city and sale also targeting new audeence

Target market- middle class and youth, style loving people

Primary selling preposition-looks-new design Secondary selling preposition-Style,

affordability Advertisement appeal-rational, emotional Tone and manner- musical, slice of life

Communication objective- change of technology with demand

Target market- young and middle age people

Primary selling preposition- adaptability with time

Secondary selling preposition-new style Advertisement appeal-Music, product

popularity appeal Advertisement format-Animation Tone and manner- Musical

Communication objective-telling about new features of Activa,

Target market- all Primary selling preposition- new features Secondary selling preposition- looks Advertisement appeal- Emotional and

rational and musical Advertisement format-informative and

dramatisation Tone and manner- musical and joy

Communication objective- Reminder of the best quality and brand popularity

Target market- all generations Primary selling preposition-quality Secondary selling preposition-cater to all

age groups Advertisement appeal-rational (product

popularity) and emotional Advertisement format-slice of life Tone and manner- musical

Communication objective- new car promotion +awareness

Target market- neuclear families Primary selling preposition-superior Secondary selling preposition- features,

new car Advertisement appeal- rational news and

announcement appeal Advertisement format- fantasy, bit humor Tone and manner- musical

Product

LogoBody Copy

slogan

Head Line

Sub

Headi

ng

Brand name

Head Line

Product

Product Name

Logo

Body Copy

Sub Head Line

Heading

Products

Brand

Sub Heading

Body Copy

Frequency: Print ad 3-4 times a week and on Star Gold, Zee TV etc. 2 times in a day and online

Reach: Newspaper HT has a distribution of 60000

Audience Size: All who watch TV Media Vehicle Used: TV and Print and online Timing: Weekly print ads and TV ads

Objective of Sales Promotion: To Increase the Sales and profit, promotion

Type of Sales Promotion: Discount offer on completion of 3 years.

Method of personal Selling: Exclusive Showrooms only...

• Understand the competitive landscape in the Indian passenger car industry and study the marketing strategies of leading players.

• Study the entry strategies of global car manufacturers in India.

• Examine and analyze the marketing mix of Hyundai Motors in the Indian passenger car industry.

• Compare and contrast the marketing strategy of Hyundai with other leading players in the Indian passenger car industry

Hyundai

Ads : once in a week in different Language newspaper

Maximum Online Ads

Tagline changes in every country

Toyota

Insight tops Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2005."Honda Insight earns Highest EPA Fuel Economy Rating in 2005.

2006 Accord Hybrid Sedan wins Kiplinger's Best Fuel Economy in the $30,000-$45,000 category

2006 Insight garners Best Fuel Economy honors from Kiplinger's

2008 Civic GX is named "America's Greenest Car" by the American Council for an Energy-Efficient Economy (ACEEE)

Civic Hybrid is third on the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2006Civic Hybrid and Fit make the Edmunds.com list of "Top 10 Most Fuel-Efficient Cars for 2007