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PPT : A Custom Marketing Program for The Honda Store

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Advertising Objectives
In the following presentation, we will examine a Radio marketing program that will accomplish your primary advertising objectives:

o Bring more traffic into the dealership
o Improve name recognition of dealership

Competitive Analysis
Competitive Advantages
An important goal in this marketing plan is to help you maximize the following advantages:
o Large inventory of new and used cars
o Complete service and parts department
o Competitive pricing
o Well-trained sales staff

Competitive Analysis
Competitive Disadvantages
An important goal in this marketing plan is to help you minimize the following disadvantages:
o Inconvenient location
o Have not been in business as long as nearby dealers
o Perception of less selection because of having only one brand

Industry and Consumer Research for Advertising Objective 1
The following research reviews the current market conditions for your business category and establishes a research base for out specific recommendations.

Objective: Bring more traffic into the dealership
• Of those adults who are very likely to purchase any new vehicle in the coming year, 50.9% are men and 49.1% are women. MRI Mediamark Research and Intelligence, LLC, 2007.
• Adults 18+ who are very likely to purchase any new vehicle in the next year, by age group: 18-24, 15.7%; 25-34, 21.7%; 35-44, 18.5%; 45-54, 19.8%; 55-64, 13.0%; 65+, 11.3%. MRI Mediamark Research and Intelligence, LLC, 2007.

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