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!