RMIT UNIVERSITY

MEDIA PLAN FOR HONDA EV- NEO

Stage 2: Media planning
Nguyen Huynh Le- s3245810

2010

LECTURER: CHRISTIAN BERG

MEDIA PLAN FOR HONDA EV- NEO

2010

Table of Contents
Communication objectives................................................................. 4 Promotional mix tools ........................................................................ 4
1. Advertising ................................ ................................ ................................ ................................ ......... 4 2. Interactive/ Internet marketing ................................ ................................ ................................ .... 5 3. Sales promotion ................................ ................................ ................................ ................................ 5 4. Direct marketing ................................ ................................ ................................ ............................... 6

Media objectives ................................................................................. 6 Medium selection ................................................................................ 8

1. Print media ( support advertising and sales promotion) ................................ ...................... 8 2. Internet (support Internet and direct marketing) ................................ ................................ .... 9 3. Out- of- Home media (support advertising and direct marketing) ................................ .. 9 4. In- store media (support direct marketing) ................................ ................................ ............ 10

Media vehicle .................................................................................... 10 Scheduling......................................................................................... 18 Flow chart ......................................................................................... 22 References ......................................................................................... 23

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CAMPAIGN FOR HONDA E

NEO

(September 2010 to August 2011)

At the fi st st ge of the medi pl n for l unching the Honda EV neo into the Vietnamese market, especially in Ho Chi Minh City and Ha Noi, the paper discussed the background research and marketing situation analysis. As mentioned in stage One, target audiences of this product are mainly delivery businesses; upper class students ranging from 18 to 22 years are secondary ones. Moreover, it also examines SWOT analysis and presents the creative message to reach target audiences.

Understanding basic information about Honda EV- neo as well as its competitors, the second stage will introduce the media planning to publicize this product to the market. Together with setting up communication and media objectives, the paper additionally gives rational reasons why the campaign chooses certain media and vehicles in order to spread out the message effectively. Base on the available budget, this campaign will employ appropriate tactics to achieve these objectives.

Reproduced from Honda 2010

3/

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MEDIA PLAN FOR HONDA EV- NEO

2010

Communication objectives
Due to the fact that Honda EV- neo is firstly introduced to Vietnamese market the campaign will set up communication objectives for two specific periods. During the first six months Honda has to boost brand awareness to consumers so that it requires high percentage. After getting the brand into consumers minds the campaign will focus on creating preference towards Honda over other products that also leads consumers to participate in the trade shows.

1. During the first six months

-

To raise customers awareness about Honda EV- Neo by 70% by the first six months of the campaign. Create favorable predisposition for Honda EV- Neo among 40% of target audiences before purchasing our products during the first six months.

2. During the last six months

-

Increase 60% of target audiences who prefer Honda EV- neo rather than the others by the last six months. Engage 70% of target audiences to participate in the trade shows of Honda EV- Neo by the last six months.

Promotional mix tools

1. Advertising
It is considered as one of the most effective tools to communicate with audiences. In fact according to Belch and Belch (2009) advertising simultaneously delivers messages to a huge number of audiences via mass media for instance TV maga ines and newspapers. Furthermore advertising provides consumers necessary information about new products or services that probably encourages them to purchase the product. Another advantage of advertising is to boost companys brand awareness as well as attracts potential consumers. In addition in a developing country like Vietnam reading newspapers and watching television are daily habits to update news. Advertising essentially has great impacts on consumers decision. In fact 41% of Saigonese and 91% of Hanoians are affected by advertising before making purchase decisions (The Nielson Company 2009). Thus it is a useful tool to help the company reach mass audiences.

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2. Interactive/ Internet marketing

Unlike advertising which is one way communication internet marketing provides customers a number of opportunities to interact with the company for instance update news alter information responding to questions and make online purchase. According to HaiAnh (2010) Vietnam is at present in the top of twenty countries which have most Internet users and it is forecasted that the number of users will considerably increase by the next five years (figure 1).

Figure 1. Reproduced from: Vn Economy 2010 In fact most of Vietnamese people tent to use Internet as a daily habit to acquire information as well as connect with friends. Hence utili ing Internet marketing the company has more opportunities to interact with consumers.

3. Sales promotion
Most of Vietnamese people prefer to get promotion for instance coupons premiums and advertising specialties. According to The Nielson 2009 52% of Saigonese and 69% of Hanoians want to purchase products which are on promotion. Understanding this characteristic of Vietnamese market Honda Company employs this short- term incentive so as to encourage the purchase and boost the brand awareness.

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4. Direct marketing
In spite of having some disadvantages such as high cost and annoying audiences direct marketing is still an effective promotional tool to reach our main target audiencesdelivery businesses. First of all it is a new and expensive product of Honda so that direct marketing is efficient to build up one- to- one customer relationship. Secondly customers will feel being taken care if the company regularly provides them with appropriate information about new services and products. As a result Honda Company successfully creates a good impression on consumers minds.

Figure 2. Reproduced from Vistaprint 2010

Media objectives
1. Choice Rationalization
According Rossiter and Bellman (2005) media objectives must be a combination of reach and frequency. In fact there are various factors that influence on setting those objectives thus the campaign will base on the Frequency Planning Matrix to set up an effective frequency level.

Figure 3. Reproduced from: Jugenheimer & Kelley 2008

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Applying the Frequency Planning Matrix for the Honda EV- Neo:
-

Brand maturity: Low Brand awareness: New awareness Competitive category: Very aggressive

(-1) (1) (1) Frequency level: 3+

(Other Chinese electric scooters imported in Vietnamese market)

-

Advertising campaign: New campaign Type of response: Short- term promotion

(1) (1)

Due to the long history Honda is an experienced brand in Vietnam. Moreover our target group is young and existing user thus the campaign will set an appropriate frequency level at three.

2. Media objectives
-

Reach 70% of target audiences with 3+ frequency per month during the first six months.

Choice rationalization: Honda EV- neo is at the first time launched in Vietnam; hence the frequency requires being high in order to attract a lot of consumers. Three to the average number of times that a person is exposed to Hondas advertising before the message becomes effective. In a short period of time the image of Honda EV neo will rapidly stick into consumers minds.
-

Reach 60% of target audiences with 2+ frequency during the follow up period (last six months).

Choice rationalization: at this period of time declining the frequency of advertising on various vehicles is preferred with the aim of saving the budget. Furthermore audiences already get familiar with Honda EV- neo after launching first six months therefore the company primarily advertises to maintain the certain number of target audiences and create loyalty towards these ones.

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Medium selection
1. Print media ( support advertising and sales promotion) a) Magazines
The most outstanding feature of using maga ines as an advertising tool is selectivity (Belch and Belch 2009). In other words most maga ines are published based on special- interest groups thus various types of maga ines allow advertisers to target their advertising to certain audiences. Moreover they provide advertisers with a great amount of flexibility. With this characteristic advertisers can utili e creative si e and space buys to catch attention of audiences. Also in terms of supporting sales promotion maga ines offer colourful pictures of advertising specialities that create visual effects for advertising new products like Honda EVneo. The last characteristic is that advertisings on maga ines stay longer than newspapers. Consumers tend to reread maga ines and look at advertisings during a specific period of time. Thus using maga ines as an advertising medium there are a lot of advantages for both advertisers and consumers.

Figure 3. Reproduced from Tiep thi quang cao cua ban 2010

b) Newspapers:
Like TV newspaper is also considered as a mass medium that reaches various segments of target audiences. Particularly in Vietnam reading newspapers becomes daily habit of Vietnamese people. In fact it is a popular tool for most Vietnamese people to updates news. Furthermore according to Belch and Belch (2009) due to the short production time advertisers possibly make newspaper a brilliant medium for presenting current events to audiences. Last but not least newspaper advertisings can be run in various formats and styles that meet different purposes of advertisers in promoting new products.

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2. Internet (support Internet and direct marketing)

In comparison with other advertising tools Internet stands out from the ability of updating news with high speed, hence, most audiences tend to read online newspapers. Furthermore, Internet creates two way communications that easily interacts with consumers, for instance, only clicking online advertisings, consumers instantly find out more useful information about new products. Recently in Vietnam, the number of Internet users has rapidly increased. Actually, there is around 97% of Vietnamese population prefers reading news on the Internet (T. Vu 2010). In addition to the growth of Internet users, creative ideas of Internet advertisings easily attract customers. Consequently, choosing Internet to advertise and directly promote products to target audiences is totally suitable.

3. Out- of- Home media (support advertising and direct marketing)

In terms of out- of- home media, consumers are easily exposed a number of times seeing our advertisings. In more details, this kind of media encompasses many different forms, for instance trade shows, street team marketing and advertisings in shopping malls that can be employed to publici e our products to customers effectively. Moreover, Vietnamese people are really keen on new things and exciting events on streets. Especially, 91% of Ho Chi Minh citi ens are attracted by advertisings on LCD screens in major shopping malls (SGTT 2007). Therefore, in order to promote our products to Vietnamese market, advertising on out- ofhome media is certainly an appropriate choice.

Figure 4. Reproduced from Haynes 2008

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4. In- store medi (support direct marketing)

As a high- price and new product in Vietnamese market, we want to target directly to our customers at Honda retail outlets. It is an effective way to stimulate customers to make a purchase decision. According to the Nielson Company (2009), there is 36% of Saigonese who are affected in making purchase decision by sellers and store owners. Additionally, using in- store media, advertisers can provide customers with appropriate information as well as give them useful advices. As a result, promoting products via in- store media, advertisers can directly meet the needs of customers and easily persuade them to purchase our products. We will not choose TV as an advertising tool to promote Honda EV Neo. In fact, with the high price, this scooter only targets at niche market (delivery businesses and high clas s students) while TV commercials reaches mass audiences. Therefore, to prevent budgets waste, we will select other media that directly aim at a specific group of our target audiences.

Media vehicle
As the stage one analysed, Honda EV Neo aims at two main groups. Businesses making delivery are primary targets; university students from 18 to 22 years in upper class families are secondary ones. Therefore, our media vehicles are chosen base on these two groups, especially the primary targets.

1. Print media a) Magazines

We choose Doanh Nhan Sai Gon Cuoi Tuan, O to Xe may, Nhip Cau Dau Tu and Hoa Hoc Tro 2!. All of them are famous magazines for our target audiences so that advertising on those magazines can easily catch their attention. Doanh Nhan Sai Gon Cuoi Tuan (Saigon Businessmen Weekend)  Target audiences: business people and others whose works relate to economic filed.  Readership: 120,000 (Marketing Vietnam 2010)  Doanh Nhan Sai Gon Cuoi Tuan is considered as professionally
Figure 5. Reproduced from Marketing Vietnam Group 2010

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entertainment magazines for business people. Its content is mainly about economic news, business entertainment and commercial services. Thus, choosing this magazine possibly generates audiences attention.

Oto Xe may (Cars And Motorbikes) (Marketing Vietnam 2010)  Target audiences: managers and business people  Published around 78, 000 to 80, 000 editions per period Compared to Xe va Doi Song magazine, the number of Oto Xe mays editions is higher though both of them target at business people. Moreover, O to Xe may magazines are preferred because they are more specific in advertising new vehicles. Audiences can get
Figure 6. Reproduced from Marketing Vietnam Group 2010

useful information and advice from famous experts in choosing motorbikes or cars.

Nhip Cau Dau Tu (Bridge For Investors) ( Marketing Vietnam 2010)  Target audiences: directors, business people and managers, 80% of readers ranges from 25 to 50 years old  Readership: 350,000 Standing out from other magazines for business people for instance Sai Gon Tiep Thi, Nhip Cau Dau Tu has the highest readership. Furthermore, its target audiences are certainly suitable with our products. Most of news in this magazine relates to business, investment and trading. In addition, it offers audiences helpful information about new products or services. Promoting our products on this magazine will aim at our primary targets.
Figure 7. Reproduced from Marketing Vietnam Group 2010

Hoa Hoc Tro 2! (Weekly Student Flower) (TPO 2010)  Target audiences: students range from 14 to 22 years old

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 The readership of Hoa Hoc Tro ( a newspaper targeting at students) is around 180,000 (TPO 2010) Hoa Hoc Tro 2! is a . weekly magazine of this newspaper so that its readership is also really high. Hoa Hoc Tro 2! is one of the most popular magazines for students due to multiple reasons. Firstly, the content of Hoa Hoc Tro 2!is mostly about entertainment, fashion and technology In addition, . distribution places of this magazine are easy for target audiences to pick up such as bookstores, fast-food restaurants (KFC, Lotteria and Jolibee) and well-known coffee shops. Generally, Hoa Hoc
Figure8. Reproduced from Marketing Vietnam Group 2010

Tro 2! is an appropriate choice for us to publicize Honda EV- Neo to students.

b) Newspapers Tuoi Tre (Youth) (Viet Anh- Hong Khanh 2009)  Target audiences: viewers ranging from 16 to 60 years old  Published 500, 000 editions per day, so the readership is considerably high The campaign will promote Honda EV Neo on Tuoi Tre newspaper. The number of editions of Tuoi Tre is higher and it provides more diverse categories Thanh Nien. Furthermore, Tuoi Tre is the most popular publisher of around 100 Vietnamese newspapers (Vietnam Media Landscape 2008). Hence, in order to increase the reach, advertising our products on Tuoi Tre is significantly reasonable.

Thanh Nien (Adults) (Viet Anh- Hong Khanh 2009) It also has a wide range of target audience (16 to 60 s years) and provides lots of information. Its edition is about 300,000 and Hanoians prefer it. To increase the exposure to audiences, Honda will promote Honda EV neo on Thanh Nien newspapers.

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2. The Internet
According to Internetworldstats (2009, cited in TNS 2009), Vietnam is ranked at the 18th Internet active country in the world. Actually, more Vietnamese people prefer using Internet to update information, keep connections with friends and study In more details (as figure 9 . shows), there is 609% users growth from 2006 to 2009 that reflects a significant increase of Internet users in Vietnam. Therefore, Honda will utilize this tool to promote Honda EV- Neo to target audiences.

Figure 9. Adapted from Is the glass half full or half empty? 2009

a) Honda E - neo microsite

Honda firstly creates a microsite belonging to the main website www.honda.com.vn to advertise Honda EV- neo. This microsite includes: Photos: updating various photos of this electric scooter News: main features, price and advertising specialties and sales promotion Forum: discussions about environmental issues (using Honda EV- neo to protect our environment). Signing in the website, viewers can post comments and join in the online contest.

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Moreover, Honda utilizes Search Engine Optimization (SEO) so as to improve the visibility of this microsite in Google. By this way, consumers easily search for Honda EV- neo site.

b) Other websites
In addition to creating main website, Honda will advertise this scooter on banners on other popular websites. www.dddn.com.vn (Admicro 2010) It has 531, 823 page views per month and attracts numerous business people and investors to update information. Honda will promote this product in Oto- xe may (Cars and Motorbikes) section via using contextual advertising.
Figure 10. Adapted from dddn 2010

www.vnexpress.net (Alexa 2010) On this website, Honda advertises this product on the homepage. Its daily pageview is 4,214,559 and higher than website www.dantri.comvn (2,310,924). Also, it is ranked 7th most popular website in Vietnam. Most of Vietnamese prefer updating information from vnexpress.net, especially business
Figure 11. Adapted from Vnexpress 2010

people and students.

www.autopro.com.vn (Admicro 2010) It provides a great deal of useful information for those who interested in cars and motorbikes. Its page view is really high (900,801 views per month). Advertising on this website will directly approach our target audiences.
Figure 12. Adapted from autopro 2010

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www.zing.vn/news/am-nhac.htm (for students) (Alexa 2010) According to Alexa (n.d.), most of target audiences of Zing range from 18 to 24 years old. In fact, comparing to other news websites for students, Zing becomes the most famous one and claims third position of top 100 most visited websites in Vietnam (Danhba website Vietnam 2009). The content of Zing
Figure 13. Adapted from

mainly is about entertainment news, celebrities stories and high technology. M oreover, according to Zing.vn Overview (n.d.), its backlinks amount is 597154 that refer a huge number of other websites linking to Zing.

c) Facebook fan page

Creating a Facebook fan page to promote Honda- EV- neo is also regarded as an effective tool. Honda will post photos, using notes to write small entries and updating news about the environment and the Honda EV-neo. 80% of information posting on this fan page relates to main discussion about How to preserve our environment, and the remaining 20% is for Honda EV- neos advantages to protect the environment. All of followers can directly share photos as well as feelings with other people on the wall of our fan page. By this way, Honda not only raises peoples awareness of preserving the environment but also effectively builds relationship with potential customers. Moreover, using Social Ads possibly leads them to click the fan pages link. Advertisements seem to be more relevant and interesting to customers. Gradually Honda EV- neos image will stick into consumers minds.

d) Direct mail
Basing on database of members in our websites or warrantys forms, Honda sends opt- inmails (asking permission from customers, not SPAM) to directly target at delivery businesses. In these mails, Honda disseminates Honda EV- neos information and stimulates 7- day trial for those who come to Honda retail outlets during first two weeks. Therefore, it probably generates interests and creates awareness of our brand.

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3. Out- of- home media

As discussed in previous part, nowad ays Vietnamese people tend to pay more attention to outdoor advertising, such as panels, LCD screens in shopping malls and certain events. Thus, we choose various vehicles to boost peoples brand awareness about Honda EV neo. -

a) Launch Event
Honda will launch an event to introduce Honda EV -neo to Ho Chi Minh and Hanoi market. In more details, the event will send media kits to invite fast food s CEO, journalists from suitable newspapers, online newspa pers and magazine. Moreover, the event will take place in e Van Tam park in Ho Chi Minh City and Thu e park in Hanoi. This launch event will generate attention from target audiences and providing information to target media.

b) Road shows
This tactic is used to create product visibility to the public. In other words, a group of Hondas people will ride Honda EV- neo around on main routes in HCMC (districts 1, 3 and 5) and in Ha Noi (Dong Da, Hoan Kiem and Ba Dinh) at certain period of time. Particularly, in terms of saving cost, the price of holding a road show is lower than print and TV
Figure 14. Reproduced from muaban 2010

advertising. As a result, to promote a new product like Honda EV- neo, Honda will apply this tactic.

c) Trade shows
It is regarded as a promotional activity where Honda can display this product to potential customers. In particular, Honda will send media kit and invite managers of delivery businesses to join in these trade shows. There are two main shows that Honda will attend to promote Honda EV- neo.
Figure 15. Reproduced vietbao 2010 from

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The

International

Exhibition

of

Eco-

Products:

Honda

mostly

displays

environmentally friendly products at this exhibition, especially new vehicles such as Honda EV- neo. Participants of this event can gain more information about eco products as well as advantages of this scooter in environment protection.

The International Exhibition of Cars and Motorbikes: this exhibition promotes various kinds of new products. Honda will promote Honda EV neo at this event and create awareness of consumers about eco- products.

d) LCD panels in shopping mall

We will advertise this scooter on LCD panels in major shopping malls such as Vincom and Diamond in HCMC; Vincom in Ha Noi where most of delivery businesses headquarters are located. Those LCD panels will be put in the entrance, elevators and waiting areas that people probably pay a lot of attention.
Figure 16. Reproduced from muaban 2010

4. In store media
In Honda retail outlets and other motorbike stores, Honda EV- neo is displayed together with promotion girls. It is an effective way to catch attention. Consumers coming to these stores have chances to directly get information from Hondas staff. By this way, Honda can bridge the gap between the new
Figure 17. Reproduced from vietbao 2010

product and customers.

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Scheduling
The campaign for Honda EV- neo will be divided into three main periods. Particularly in the first period (September to December 2010), Honda will use pulsing tactic that refers to continuously running advertisements to generate a lot of audiences attention, and stressing in November and December (students needs a new vehicle for a new school year, delivery businesses serve more customers due to Noel and New Year holiday). During the following period (January to April 2011), Honda focuses on drip tactic to save budget but still maintain brand awareness in consumers minds. In other words, advertisements will run continuously but decrease its times exposed to audiences. During the last period (May to August 2011), drip and flighting strategy will be preferred. Honda stresses on advertising in June and July 2011 (it is summer time, fast- food businesses have to increase delivery services to serve customers).

1. The first period ( September to December 2010) a) Magazines

Doanh Nhan Sai Gon Cuoi Tuan (si e: raw page right), Nhip Cau Dau Tu (si e: Standard Page 190mm x 260mm) and Hoa Hoc Tro 2! (si e: both sites with colour bowel). Frequency: 2 times per month Scheduling strategy: pulse. Stressing advertisements in November and December (4 times per month)

O to Xe may (si e: third page 22.5cmx28.5cm) Frequency: 1 time per month Scheduling strategy: continuity

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b) Newspapers
Tuoi Tre and Thanh Nien (si e: a half page with color) Frequency: four times per month Scheduling strategy: continuity

c) The Internet
www.dddn.com.vn, www.vnexpress.net, www.autopro.com.vn and www.zing.vn/news/am-nhac.htm Frequency: during the first period Scheduling strategy: pulse. Stressing advertisements in November and December

d) Out-of-home media
Launch events: in Le Van Tan park (Ho Chi Minh) and Thu Le (Ha Noi) Time: 9 AM 3 PM on 13rd September 2010

Road shows: on main routes in HCMC (districts 1, 3 and 5) and in Ha Noi (Dong Da, Hoan Kiem and Ba Dinh) Time: 8 AM (people going to work) and 4 AM (avoiding traffic jams, most of people finish working) Frequency: 4 times in September and December Scheduling strategy: flighting

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LCD panels (in Vincom and Diamond in HCMC; Vincom in Ha Noi) placed in the entrance, elevators and waiting areas. Frequency: during first four months Scheduling strategy: continuity

e) In- store media (PG girls in Honda outlet retails)

Frequency: 4 hours per day, 4 times per month Scheduling strategy: continuity

2. The following period (January to April 2011) a) Magazines

Doanh Nhan Sai Gon Cuoi Tuan (si e: raw page right), Nhip Cau Dau Tu (size: Standard Page 190mm x 260mm), Hoa Hoc Tro 2! (si e: both sites with colour bowel) Frequency: in January and February Scheduling strategy: flighting

b) Newspapers
Tuoi Tre and Thanh Nien (si e: a half page with color) Frequency: 3 times per month (only in January and February) Scheduling strategy: flighting Choice rationalization: After Tet holiday, it seems that buying power of people considerably decreases, thus, the campaign will reduce advertisements on these magazines and newspapers in March and April to save the budget.

c)

Internet
(in January), www.autopro.com.vn (in February),

www.vnexpress.net

www. ing.vn/news/am-nhac.htm (in March) and www.dddn.com.vn (in April)

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Si e: top banner Scheduling strategy: continuity Choice rationalization: Honda still keeps advertising this scooter on other websites but in different periods of time. It is also an effective way to save budget and maintains the relationship with audiences.

d) Out-of-home media
Trade show: The International Exhibition of Eco- Products (1- 4 March) in Ha Noi LCD panels Frequency: in February and April Scheduling: flighting

e)

In- store media (PG girls in Honda outlet retails)

Frequency: 3 hours per day, 2 times per month Scheduling strategy: continuity

3. The last period (May to August 2011) a) Magazines

Doanh Nhan Sai Gon Cuoi Tuan (si e: raw page right) Frequency: 1 time per month Scheduling strategy: continuity O to Xe may (si e: third page 22.5cmx28.5cm). Frequency: in June and July Scheduling: flighting

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b)

Internet

www.dddn.com.vn and www.vnexpress.net, Frequency: in June and July Si e: top banners Scheduling strategy: flighting

c) Out-of-home media
Trade show: The International Exhibition of Cars and Motorbikes (2- 6 June) in HCMC. Choice rationalization: at this period of time, the campaign decides to reduce advertisements on some magazines and newspapers because Honda already gets high reach during previous periods Only running advertisements on Doanh Nhan Sai Gon and Oto Xe may, the campaign wants to target directly delivery businesses as well as maintain the brand awareness. Also, Honda will decrease advertisements via LCD panels and road shows to save budget.

Flow chart

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