Honda Marketing Plan
Raising Brand Awareness
and Market Share for
the Honda Freed
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 to
transport their disabled employees to work.
This could affect over 250,000 people
countrywide.
Freed’s Share of MPV Market
Marketing Mission
• Increase the Honda Freed’s market share and
brand awareness, while maintaining excellent
customer relationships.
• 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 Objectives
• Increase 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 units to
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)
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
for one week.
• 7/2 Prepare Freed literature for display at corporate
locations and social service agencies, offering
discounted rates and free test-drives.
• 7/5 Begin contacting corporations and social service
agencies to pitch the campaign.
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
day for the next six weeks.
• 7/29 Open house
• 7/30 Campaign launch (begin leasing Freeds to disabled
employees via large corporations.
Research & Development
• Honda is at the cutting edge of car design.
• The Freed is road tested on a one and a half
kilometer track, which checks panic stops, uneven
paving, slalom steering and cornering.
• The Thai R&D facility turns out over three million cars
a year, and it will promote technology transfer and
skills development,and feature product planning,
styling research and engineering development.
Watch a Freed Being Made!
Freed’s Features Relevant to
Enable the Disabled Campaign
Electric sliding doors with anti-pinch sensor
are perfect for slow moving disabled persons.
The Freed is a luxury MPV, which will
appeal to executives leasing them to
transport disabled employees.
Open Café style allows Asian adults to walk
upright through interior
• Note: For photo attribution, please see
sections 6.2 and 6.4 of Marketing Plan.