Honda City Final Project

Topics: Honda, Automotive industry, Marketing Pages: 24 (5200 words) Published: March 16, 2015
INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

Marketing plan for Honda
City (2015-16)
Section B – Group 8
9/6/2014

Submitted by:
Krishnan Jeesha
Ankur Meena
Avinash J
Nameeta Anand
Pranit Choure
Shijima Muhammed Shareef
Vivek Saha
Dinesh Balaji K


-

FPM/08/08
PGP/18/068
PGP/18/078
PGP/18/088
PGP/18/098
PGP/18/108
PGP/18/118
PGP/18/358

MARKETING PLAN: HONDA CITY 2015-16

2

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................ 3 PROJECT CONTEXT SELECTION ............................................................................................. 4 Car Segmentation in India .......................................................................................................... 4 Company ..................................................................................................................................... 4 All New HONDA CITY ............................................................................................................. 4 SITUATION ANALYSIS .............................................................................................................. 5 Company ..................................................................................................................................... 5 Collaborators ............................................................................................................................... 6 Customers ................................................................................................................................... 6 Competitors ................................................................................................................................. 8 SWOT Analysis ........................................................................................................................ 10 Climate or context ..................................................................................................................... 10 MARKETING OBJECTIVES ...................................................................................................... 11 Short term objectives ................................................................................................................ 11 Long term Objectives ................................................................................................................ 12 CURRENT MARKETING STRATEGY ..................................................................................... 12 Table: Current Elements of Marketing Plan and Competitor Analysis .................................... 13 MARKETING ACTION PLAN 2015-16 ..................................................................................... 16 1. New Positioning ................................................................................................................. 16 2. Wider Target Segment ....................................................................................................... 16 3. Revised Promotion ............................................................................................................. 16 4. Improved Distribution (Place) ........................................................................................... 16 5. Media Planning (Promotion).............................................................................................. 17 FINANCIAL PROJECTIONS FOR 2015-16 ............................................................................... 18 Revenue Forecast ...................................................................................................................... 18 Income Statement...................................................................................................................... 19...
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