An Integrated marketing communications campaign for Honda City

• Main Author: Bautista, Cyreene Loise Cabuntocan
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4948
• Institution: De La Salle University

Honda City is Honda Cars Philippines, Inc.s player in the subcompact sedan segment. It was launched in the country in 1996 and pioneered in the said category. While it was able to cater to the needs of first-time car buyers who preferred sedans to hatchbacks at the time of its launch, it was only in 2009 when a dramatic change in its sales performance and market following took place (Magsajo, 2010). More than a decade after it entered the local automotive industry, Honda Cars Philippines introduced the 3rd generation of the Honda City which underwent full-model change. With its bolder looks, sleek lines, and commanding presence, sales of this subcompact sedan started to spike. Through the years, however, competition started to stiffen. Player after player entered the sedan category. Marketing efforts of competitor brands sprout left and right. The campaign also aims to make the market understand and appreciate the consumer benefits that the product can offer while, at the same time, making them realize that these values are worth the price difference of Honda City versus its competitors. This campaign is limited to the Philippines and proposed to run for a year (September 2013 to August 2014). Proposed budget is P17M and feedback methods will be used inorder to evaluate the effectiveness of this program.