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Rohit Oberoi

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2Global Marketing Management

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3Global Marketing Management

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Product Portfolio

Honda 4 wheelers

Honda CRV, Honda

Civic, Honda Spirior,

Honda Crosstour,

Acura RDX, Honda

Accord, Honda City,Honda Fit, Honda

Odyssey, Honda

Pilot, Honda

Ridgeline, Honda J

Engine, Acura TL,

Acura ILX, HondaJazz, Honda Fuya Jo,

Honda Stream,

Honda S2000,

Honda Wave, FCX

Clarity.

Honda 2 wheelers

Honda CBR series,

Honda XRE 300, Pop

100, Lead 110, Nova

Biz 125, SH125, CRF

series, CB1100, Cross

runner, cross tourer,

PCX series, NSC110,

EV-Neo, Cub Series.

Power Products

General Purpose

Engine, Generators,

Tillers, Lawnmowers,

Show throwers, Water

pumps, Engines, Solar

Cells and Gas powered

products.

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Global Operations

Wuhan,China,

Guangzhou,China,

Lahore,Pakistan,

Alliston, Ontario,Canada,

Lincoln, Alabama,USA, Swindon,United Kingdom,

Hosoe, Japan,

KumamotoPrefecture,Japan,

Manaus,Amazonas,Brazil,

Sumar, Sao Paulo, Brazil,

Nelson, New Zealand, Sunter, North Jakarta,Indonesia,

Karawang,Indonesia

Ayutthaya,Thailand,

Suzuka, Mie,Japan,

Campana,Argentina,

Florencio Varela,Argentina,

El Salto, Jalisco,Mxico,

Celaya,Mxico,

Greater Noida,Uttar Pradesh,India,

Manesar, Gurgaon,

Tapukara, Rajasthan,India and

latest opening in Bengaluru, Katnataka. 5Global Marketing Management

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Cultural Issues

Had to launch Diesel Cars

Had to launch high powered bikes and cars in US

Had to launch low cost bikes in India

Had to launch gender based products

Social

Organization

Strike in China

Setting up of plants in India

Material

Culture

Honda had to launch different advertisements for Europe.Aesthetics

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Pricing Policy

Premium Pricing

Market Skimming

MarketPenetration

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Promotional Strategy

Standardization Strategy

Communication objective- Promotion of new Honda cars and

targeting new audience, change of new technology with demand

Target market- Middle class and youth, style loving people

Primary selling preposition-looks, new design, adaptability with

time.

Secondary selling preposition-Style, affordability with quality

Advertisement appeal-rational, emotional, animation.

Tone and manner- musical, slice of life

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Challenges in promotion

Example 1:

Honda failed to understand the European culture and considered it as one

single market and hence launched the same promotion strategy everywhere

i.e in France, Italy, Germany or UK. Now, German and Scandinavian countries

are low context cultures whereas Italy and France are High context culturesand hence their products failed as a whole in Europe.

Example 2:

The company spends very little time and money in promotion and relies on

word of mouth and their websites and in cultures where people like to stay

alone, their products are not that successful. These were used in Europeancountries mentioned above in which it failed whereas the same strategy

worked in Japan. For people of low context cultures, informative advertising

has to be done and for people with high context cultures, customize

advertising based on style and image has to be done.

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Challenges in promotion

Example 3:

Compared to their competitors like Ford, Honda made a silent entry

(with its 1stglobal car) with less promotional activities. The Honda had

their showrooms only on the major tier 1 cities. Honda was never into

an aggressive promotional activities but the company always tried tomaintain the quality and created a brand image by providing bettercustomer service. Honda city is the largest seller in the segment and

ranked fourth position in passenger car segment behind its competitors.

Example 4:

The Honda Accord Hybrid barely registered with consumers during its

brief existence from 2005-07 while other car companies rolled outsuccessful hybrids. The main reason was the absenteeism of promotional

strategies by Honda as compared to its competitors.

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Organizational Structure

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Honda is a very centralized organization, with several layers of management

that control the company by maintaining a high level of authority, which is

the power to make decisions concerning business activities.

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