Honda Insight Integrated Marketing Communication

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EXECUTIVE SUMMARY The Insight is a new Hybrid car that has been introduced as Honda’s new ‘Playful Hybrid’ that doesn’t feel like a hybrid at all. The following integrated marketing communications plan has been developed following a situational analysis with the aim of raising awareness, providing information, creating problem recognition and increasing overall sales of the Honda Insight. The situational analysis for the Honda Insight identifies increasing fuel prices and the publicity regarding hybrid vehicles as the two influential environmental factors for the IMC plan. Major direct competitors to the Honda Insight include all other hybrid cars such as; Toyota’s Prius, Camry Hybrid and Honda’s own Civic Hybrid. Other less direct competitors to the Honda Insight will include other non-hybrid cars with similar features as well as other methods of transportation as discussed in the report. The Integrated Marketing Communications Plan will be targeted at an adult audience aged between 30 and 50 years with an income of over $60,000 per year. The targeted consumer will live in urban and inner urban areas, are environmentally conscious and do not currently own a hybrid vehicle. The Budget for the IMC plan is estimated at $1.5million with a broken down expenditure included in the report. The Integrated Marketing Communications plan for the Honda Insight will include the use of television broadcasting and print media including magazines and newspapers specific to the target audience. The internet will be used in the promotion of the Honda Insight with the Honda website and Honda Insight website used to provide information on the features of the car. Sales Promotions will be used in the form of premiums with special servicing and warranty deals offered during the promotional period. Public Relations will aim to create awareness of the car. The Insight will also

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