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Honda of Kenosha

Honda of Kenosha. Presents:. New and used cars Campaign: December through February. COM203: Advertising Carroll University Margaret Murphy December 2010. Situation Analysis. SWOT Analysis. Strengths: Produce quality automobiles at an affordable price F uel efficient cars

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Honda of Kenosha

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  1. Honda of Kenosha Presents: New and used cars Campaign: December through February COM203: Advertising Carroll University Margaret Murphy December 2010

  2. Situation Analysis

  3. 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

  4. SWOT Analysis • Weaknesses: • Foreign car • Chrysler plant in the areathat provided many jobs for the community • New dealership

  5. 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

  6. SWOT Analysis • Threats: • Worldwide recession • Toyota dealership • Other Honda dealerships near by

  7. Competitive Review • Key Competitors: • Toyota • Schlossmann’s Honda • Wilde Honda

  8. 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

  9. 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

  10. 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

  11. Objectives 1. Increase new and used sales by 20% 2. Increase store traffic by 40%

  12. Strategies • 1.Show off high quality features such as: • Safety • Fuel efficiency • Interior styling, etc. • 2. In-Store Events • Santa! • IPad Raffle

  13. 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

  14. Positioning • Sophisticated yet affordable • Enhanced buying experience • Better facility than competition • Better vehicles than competition

  15. Campaign Theme • Upgrade from competition • Enhanced buying experience • “You’re Welcome.”

  16. Radio Ads

  17. Campaign Flowchart

  18. Budget Summary $5,400 Mall Poster $7,000 She Magazine $16,800 Radio $46 Santa $5,754 Decorations

  19. $9,000 Billboard $5,000 Ipads $1,800 The Journal Times

  20. $14,000 She Magazine $5,000 414 Magazine $13,000 Midwest Living

  21. Thank You!

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