Title

An integrated marketing communications campaign for Honda Scoopy Scooter

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Advertising and Promotion Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Thesis Adviser

Aristoteles C. Estrella

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Jaime Ong

Abstract/Summary

Honda, which started in 1973, known for its innovative spirit, high technological standards and passion for excellence, is one of the leading brands in the motorcycle industry in the Philippines. In early 2011, the newest addition to Honda's scooter line was produced to engineer style, comfort and ease in riding. Currently, Honda is ranked 2nd in scooter or automatic category for motorcycles, which is the reason why Honda is aiming to create a Big Bang in the industry and hopefully, to be the leading brand in the automatic or scooter model category.

The campaign is a means to create awareness and to arouse the interest of the market, most especially the female sector. This is to be able to let target market differentiate Honda Scoopy from its competitors, Piaggio Vespa and Yamaha Fino. It will communicate the important features that most females would consider in buying a scooter. The campaign aims to reach at least sixty percent (60%) of the target audience, college students and young professionals from the socio-economic classes upper C, where the age range is from 18 to 25 years old. The campaign will run for six (6) months. Conveying the idea that features are what females consider the most in buying a scooter led to the big idea “Function meets Style, where the factors of consideration are met with Honda Scoopy.

In order to maximize audience reach of the mandated budget of Php 55 million, the media mix is non-traditional. The media to be utilized are digital efforts, ambient ads, out-of-home (OOH), public relations, print and an event. A continuous method will be used for the media schedule. To measure the campaigns effectiveness, various means, such as surveys, event evaluation and brand share measurement, will be employed.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022008

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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