Advertising Project on

Honda Cars
To
Prof Sunil Kumar

GR No:- 14

Prepared bY

Dipesh Solanki Muzammil Poonawala

Karna Mehta Gurpreet Singh Chhabra
Ronak Salecha Vishal Changela

About the Company

HSCI was established in December 1995, with Honda Motor Co., (Japan) and Siel
Ltd. (India) as the key promoters. Honda’s models are strongly associated with
advanced design and technology, apart from its established qualities of durability,
reliability and fuel-efficiency.

Honda Siel Cars’ state-of-

the-art manufacturing
unit was set up in 1997 at
Greater Noida, U.P. and
currently has a capacity
of 50,000 cars annually.
The company is planning
to raise its capacity to
100,000 cars per annum
by the end of 2007.

HSCI has recently

launched the all-new,
third generation CR-V and new Accord in its portfolio. The all-new Honda CR-V
comes in 2 variants- 6 speed manual transmission system and 5-speed automatic
transmission system with Grade Logic Control for smooth and effortless
performance.

Honda’s most successful global model, the eighth generation Civic was launched in
July 2006 and has already become segment leader within a short span of time. The
Honda City ZX, the largest selling sedan in India, is today recognized as one of the
most successful car brands in India. To ensure consumer’s safety, Honda has
recently added new features like Airbags and ABS in the VTEC version of the car.

In 2006, three of Honda’s four cars in the Indian market – City, Accord and CR-V,
have ranked first in the TNS Total Customers Satisfaction Award.

The company operates under the stringent standards of ISO 9001 for quality
management and ISO 14001 for environment management.

OBJECTIVE OF STUDY
 Is advertising helping the brand in
communication its positioning statement
to the target segment?

 Is advertising helping the brand in

increasing its sales for existing customers?

 Is the advertising helping brand in

creating new customers?
MESSAGE STRATEGY
“Power Of Dreams”
is a phrase commonly heard across the length and breadth of
Honda. It was made popular by its founder, Soichiro Honda, who
knew that his fledgling company had to out-think and out-perform
its competitors every step of the way in order to survive.

POSITIONING STRATEGY
Honda has positioned itself as a leader in technology, as a
result most of the products Honda developed made a difference.
They sought to challenge and overcome conventional wisdom

TARGET SEGMENT
 Premium Car Segment Market
(C & D Segment)

MARKET SHARE OF HONDA

TOTAL ADVERTISING EXPENDITURE
• $ 443 Mn (Global Ad Spends)

SUCCESSFUL ADVT CAMPAIGN

• Honda Cog Ad for Honda Accord

COMPETITORS
• Maruti
• Hyundai
• Skoda
• Tata Motors
• Ford

MEDIA VEHICLES USED BY THE COMPANY

• News papers
• TV Commercials
• Magazines
• Auto Expo

Questionnaire
Objective of this survey is to assimilate information to evaluate the effectiveness of
“Honda’s Advertising Campaign” on the consumers. This questionnaire is being
administered to people like you whose valuable opinion is indispensable for our academic
research. All information provided will be kept confidential

Q-1 Which car brand do you have ?

Honda ( )
Ford ( )
Tata ( )
Maruti ( )
Hundai ( )
Any Other_____________________________________
Q-2 How do you decide on buying a brand

o Get inspired by Television Commercials

o Get inspired by Print Ads
o Take Opinion from Friends & Families
Any other (Please Specify)

Q-3 How is your buying decision influenced ?

By Wife By Children By Advertisements

Others (please Specify)

Q-4 What is your Perception about Brand “Honda”

Q-5 Please rate on a scale of 0-5 on the following parameters for

the respective brands (where 0 being lowest and 5 highest.)
Honda Ford Tata Maruti Hyunda
i
Fuel Economy
After Sales Service
Value for Money
Advertising

Q-6 Have you seen any of the Honda ads Recently ?

Yes ( ) No ( )

Q-7 Where have you seen these ads mostly?

o Newspapers
o Magazines
o Television
o Hoardings
o Internet
Q-8 What attributes in an ad of “Honda” influence you
Creativity
Brand Line
Promotional Campaign

Q-9 What according to you is the target segment of Honda ?

Premium ( )
Luxury ( )
Standard ( )
 Economy ( )

Q-10 Are the advertisement of Honda directed towards the target

segment ?

Yes ( ) No ( )

Q-11 Does Honda through its ad communicate its message

strategy of “Power your Dreams”

Yes ( ) No ( )

Q-12 Brand Honda creates a positive impact on customers

Strongly Agree( ) Agree( ) Neither Agree nor disagree( )

Disagree ( )

Q-13 Do you think that for “Honda” a brand ambassador is

important ?

Yes ( ) No ( )

Q-14 Who would you suggest as a Brand Ambassador?

Q-15 Will you suggest Honda cars to others because of good

effect of their advertisements ?

Yes ( ) No ( )

Q-16 Name any two products of Honda Cars

1.

2.
 PERSONAL DETAILS

1. Name

2. Age
15 – 20 20 – 30 30 – 40 40 – 50
50 & above

3. Occupation
Student
Businessman
Govt.Employee
Salaried Professional

4. Annual Income

1.2 - 2 2-3 3-4 4 & ABOVE

5. Telephone Number / E-mail :-

Questionnaire
Objective of this survey is to assimilate information to evaluate the effectiveness of
“Honda’s Advertising Campaign” for their Dealers. This questionnaire is being administered
to people like you whose valuable opinion is indispensable for our academic research. All
information provided will be kept confidential

Q-1 Which models of Honda are available at your outlet ?

Honda City ( )
Honda Civic ( )
Honda Accord ( )
Honda CRV ( )

Q-2 How do you decide on what cars to stock ?

__________________________________________________________________
__________________________________________________
Q-3 Does advertisement of Honda cars influence your decision on
stocks of particular models ?

Yes ( ) No ( )

Q-4 Does advertisement of Honda help increasing your sales ?

Yes ( ) No ( )

Q-5 Which advertisement had a specific impact on

increase/decrease if sales ?

Increase in sales_____________________________________________
__________________________________________________________

Decrease in sales____________________________________________
__________________________________________________________

Q-6 What kind of customers do you cater ?

Premium ( )
Luxury ( )
Standard ( )
Economy ( )

Q-7 In your opinion who is the influencer in the decision making

process ?

Parents ( )
Spouse ( )
Children ( )
Friends ( )
Dealer ( )
Other_____________________________________________________
Q-8 Do you advertise special schemes for your cars ?

Yes ( ) No ( )

Q-9 Does your advertisements help in increasing your sales ?

Yes ( ) No ( )

Q-10 How do you rate Honda’s advertising campaign as regards

to its competitors on the scale of 0-10

Honda ( )
Toyota ( )
Hyundai ( )
Chevrolet ( )
Ford ( )

Q-11 Do you think that Honda is successful in putting its message

strategy across to its customers?

Yes ( ) No ( )

Q-12 How many enquiries are generated by you in a month ?

__________________________________________________________

Q-13 Do you think that these are due to Honda’s

Advertisements ?

Yes ( ) No ( )

Q-14 What ad schemes do you use at POP ?

Banners ( )
Pamphlets’ ( )
Catalogues ( )
Financial Schemes ( )
Others____________________________________________________
Q-15 Does this POP material influence Sales?

Yes ( ) No ( )

Q-16 Should Honda come out with new positioning strategy?

Yes ( ) No ( )

Why ? ___________________________________________________
_________________________________________________________