Báo cáo cuối kỳ Marketing Management Công ty Honda

Báo cáo cuối kỳ Marketing Management Công ty Honda Company: Honda Motor Co.., Ltd.Product: WINNER 150 X 1. Company Introduction: 1.1. History 1.2. Vision 1.3. Mission 2. Executive Summary: 3. Situation Analysis: 3.1. Market Analysis 3.2. SWOT Analysis 3.3. Competition 3.4. Product Offerings 3.5. Distribution 4. Marketing Stratery: 4.1. Objectives 4.2. Target Markets 4.3. Positioning 4.4. Marketing Mix 5. Financial Summary: 5.1 Sale Forecast 5.2 Marketing Budget

Winner 150 Winner X

1 Company Introduction: 1.1 History 1.2 Vision 1.3 Mission

5 Financial Summary:

4 Marketing Stratery:

2 Executive Summary:

3 Situation Analysis:

3.1 Market Analysis 3.2 SWOT Analysis 3.3 Competition 3.4 Product Offerings 3.5 Distribution

4.1 Objectives 4.2 Target Markets 4.3 Positioning 4.4 Marketing Mix 5.1 Sale Forecast 5.2 Marketing Budget

199 6

Honda Vietnam was established

199 7

Produced the first Super Dream

200 2

Launched SH 125i and 150i

200 6

Introduced the Wave 100S model

on the occasion of its 10th anniversary

201 6

Launched Winner 150

201 9

Launched Winner X

HISTORY

50

% 32

% 70

For partners: Always build and develop relationships with partners on the basis of equality, respect and

mutually beneficial cooperation

For employees: Becoming a Company gives all members equal opportunities to work and promote all competencies, worthy of a place for all members to stick and develop their careers

.

For the motorcycle retail industry: Changing the

motorcycle retail industry in the region towards oriented, customer-centric operations in all activities,

service-processes, standards, bringing exciting and unsafe

experiences doubts for customers.

EXECUTIVE

SUMARY

Winner X is a clutch motorcycle product

launched by Honda to compete directly

with Yamaha’s Exciter

Honda Winner X

Yamaha Exciter

MARKET ANALYSI

S

Motorcycle Another Version Price Wattage Gasoline

Honda Blade

MARKET GROWTH

0 17.5 35 52.5 70 87.5

MARKET DEMAND

Consumer are still willing to

pay more for newer

motorcycle and they want their product to be

aesthetically pleasing to

themselves and receive the benefit of new technology They also want to design motorcycle products that help

them save cost and run

smoothly than old product

MARKET

NEED

The motorcycle market in Vietnam has expanded rapidly in recent years, and it has led to fierce competition among many automakers because of the huge demand from the market

However, from the actual situation, the motorbike market

is now beginning to reach a saturation point Therefore, it requires the introduction of new models and superior functions to our

brand regularly

Honda must create a plan to release new production

regularly but the quality is still under control and increasingly

surpasses the old products and the products of competitors

USING MOTORCYCLE IN VIETNAM

MARKET SHARE

.

2.3

SWOT ANALYSI

S

STRENGTHS WEAKNESS

-Specifically research the

market to satisfy as much as

possible segments

-Expand market share

-Promote strong points to

attract customers

-Use reputation and brand to

expand market share

-Expand production to ensure

more product supply

- Thinking and customer care are low

- Do not pay attention to customer psychology -Poor distribution control

OPPORTUNITIES THREAT

- Large market and many

potential market segments

-Demand for motorbikes is high

-Hight economic growth rate

-Average income at a relative

level

-Inflation tends to decrease

-Vietnam promotes

international cooperation

-The competition is strong

-Consumers tend to choose products

International economic integration

COMPETTION

COMPATITIVE FRAMEWORK

Blind point :

Yamaha into potential market like Vietnam after Honda very much

Future Goal Asumption

Current Strategy Capabilites

-Yamaha will provide customers with the best

quality products, satisfying the boundless needs

of customers with their best efforts

-Long Target : Improve quality, product design and

then increase market share.

-Slogan :” Community sharing, towards the

human values of tomorrow”

Market development :

Entered to market in 1998, after 5 years of

establishment and development, reaching

milestone of 100,000 products.

New campaign continues 20 years: New me,

Discover "but currently stands T2 in this

S-shaped land

-Presence 500 stores across the country

-The engine was improved, upgraded very strongly but in line with the expectations of consumers Strong dependence on other companies for the components of the vehicle such as the side molding,

Customer Mostly people have an

average income about level B Everyone can uses product of Honda

Mostly people have an average income about level B

Everyone can uses product of Yamaha

Focus on the consumer have

a criteria such as : uphold practical value and reliability and the consumer have an average income about level B+

Headquarter Vinh Phuc,VietNam Ha Noi,VietNam Ho Chi Minh,VietNam

PRODUCT OFFERINGS

- The amour of Winner is very beautiful and sturdy

- Honda use many details made of carbon fiber imitation paint - the material is used to make amour large displacement motorbike.

- Winner's tubeless tires are 90/80 front and 120/70 after Exciter is 70/90 and 120/70 respectively so the front is smaller than Winner.

- Winner's fuel tank is a bit bigger with a capacity of 4,5 liters,

Yamaha's model is 4,2 liters.

DESIGN

Sport style, neat, stronger, cool feeling for small motorbike and very attract but design is quite thin so it's easy to break

STRENGTH

LENGTH x WIDTH x HEIGHT 2.025 x 725 x 1.102 mm

FRONT/ REAR TIRE SIZE Front: 90/80 -17M/C 46P Rear:

120/70- 17M/C 58P MAX CAPACITY 11,5kW/9.000 Rounds/Min BOOT SYSTEM Electric / Foot pedal

DISTRIBUTION

CHANNEL

Retaile rs

Distributio

n partners

In di

re ct

In dir e ct

DISTRIBUTION CHANEL

1-Level

Channel

DISTRIBUTION CHANEL

MARKETING STRATEGY

TARGET

SEGMENTATION

• Region: Viet Nam

• Density: Urban/ Rural

• Age: 20-55

• Gender: Males & Females

• Occupation: student, business, employees, officer

• Income: >15 million VND

• Social class: Middle class, Upper class

• Lifestyle: Explorer, Dynamic, Out-going, Luxurious,Youthful

• Personality: Determined, Ambitious, Trendy, Active, Sporty

G High Quality

High Price

Honda Winner X Yamaha Exciter

4 stroke, 4 valve, SOHC, liquid cooled

PGM-FI engine, 4 stroke, 2 valve

Reusing the watches of CBR

150 is very eye-catching and attracts viewers.

Simple display clock with parameters such as speed indicator, speed alert, hour,

POSITIONING

Not euipped with positioning key Euipped with positioning key Equipped with foot pedal in case

the scooter cannot be used.

Not equipped with foot pedal

With pedal to start the machine No headlight button please

overtake

POSITIONING

Best Global Brands 2018 Rankings

MARKETING MIX

STRATEGIES

MARKETING

MIX STRATEGIES

PROMOTION

PLACE

PRODUCT

STRATEGY

Which values will the Honda Winner X

series bring to the consumers?

E

+Parts of the bike are equipped to match the sports car as possible

+The tail is designed in a buffalo horn style, completely different from

the motorcycle on the market

+Headlights using completely new LED technology, turn signals are

separately installed on both sides

+ The rear lights of it are designed to be more solid and when tested, there are no calls like the previous versions

PRICE

STRATEGY

45.490.000VNĐ + Sporty version in Blue White:

45.490.000VNĐ + Premium version in matte Black:

45.990.000VNĐ

HONDA WINNER 150 HONDA WINNER X

- The prices above are listed prices

in the Vietnamese market (physical stores, online stores)

- These prices are based on cost of goods sold (COGS), value of the

products, and competitors’

products prices.

- However, when buying a car,

consumers will be discounted by

each retailer's discount,

accompanied by products such as

raincoats, helmets, gloves,

PRICE STRATEGY

• Terms & regulations about setting price was

stated clearly in the contract

• Using sanctions from reprimand to ending a

cooperation to any retailer who cause conflicts

in Honda distributing channels

• Encouraging our retailers by discounting

wholesale price (quick payment).

How do we manage prices in our retailer system?

PRICE STRATEGY

PLACE

STRATEGY

PLACE

STRTEGY

6 months before the debut of Winner X, Honda gave

information about the outstanding point of the product and its sales opportunities

-Providing free training course for the seller

-Sending to retailer system all related design of banners, standees,

handouts, …

PROMOTION STRATEGY

PROMOTION STRATEGY

- Expected marketing budget is

about 5% of total sales.

=> Total marketing budget =

5% x 26.949 billion VND ≈

1347,45 billion VND

- An estimated 60% of the total

budget for advertising from

+ Consolidating brand image and expanding market segment

+ Youtube, Google, Facebook,…

+ Mostly QIII and QIV of 2020

+ Budget: About 113,18 billion VND

Vietnam national football team.

+ Budget: 145,5 billion VND.

N

STRATEGY

BRAND AMBASSADOR

Rapper Den Vau became main brand ambassador of

Honda Winner X+ Budget: 24,25 billion VND

FINANCIAL SUMMARY

SALES

FORECAST

QIII/2020 QIV/2020 QI/2021 QII/2021 Total Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales

QIII/2021 QIV/2021 QI/2022 QII/2022 Total Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales

QIII/2022 QIV/2022 QI/2023 QII/2023 Total Source Qs Sales Qs Sales Qs Sales Qs Sales Qs Sales

Proportion of sales per quarter

14.66

- 3rd quarter each year will achieve highest sale, because this is the time when

students are in the new school year will need to buy a motorcycle.

- Maintaining sales in QI/QII/QIV.

QIII/ QIII/ QIII/ QIII/ QIII/ QIII/ QIII/

0

1 1 2 3

Growth rate = ( - 41.5% - 15.2% + 43.3% - 36.1% - 38.4% - 30.2% )/6

= - 19.7%

Billion VND

MARKETING

EXPENSE BUDGET

Billion VND

Billion VND Billion VND

Billion VND

Advertising

Campaigns

Television Advertising 224.75 Sponsor for TV Shows 84.1 Stadium Advertising (3 year) 84.1 Sponsor for men and women’s national football team (3 year) 55.8 Sponsor for the U23 Viet Nam national football team (3 year) 45.3

SEO, Online Advertising 55.8 Public Relation 84.1 Cooperate with Den Vau 19.4 Youtube Advertising 22.6 Facebook Advertising 21.8 Billboards Advertising 67.1 Banner, Standee, Handout 19.4 Mobile Advertising 19.4 Celebrities Facebook Post 4.04

Youtuber 0.78 Total 808.47

Billion VND

Total Marketing Expense Budget for Winner

Billion VND Billion VND