Branding IMC & segment
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Transcript of Branding IMC & segment
Branding IMCSyndicate 5
Agung Mahendra 29111324Rangga Tri Raeros 29111314Joseph Enrico 29111349Reski Mapriharto 29111326Gilang Surawijaya 29111350
Stage of Brand Communication Objective : Increase market share, revenue and
awareness Messages : Honda Beat is the motor of the present
trend Modes :
Visual (TV ads, brochure, billboard, magazine, newspaper, website)
Non-Visual (Radio, mouth to mouth) Traditional (Event and Sponsorship) Local media Most of the used media is a paid media
Implement Continuous
Adjust
Measurement
ImplementModes
Messages
Objectives
IMC Program
TV Print ads
Sales promotion
Sponsorship
Radio
Billboard
Event
Coverage +++
+ ++ ++ + +++ ++
Contribution +++
+++ +++ +++ ++ ++ +++
Commonality
+++
++ ++ + + ++ ++
Complementary
+++
+++ +++ +++ +++ +++ +++
Versatility + ++ + + + + ++
Cost +++
+++ +++ +++ ++ +++ ++Note : + (weak)
++ (Medium) +++ (Strong)
Target Audience Worksheet
Primary Target
Demographic Psychographic
Size of Market Distribution Point
Media Reach
Young People (17-21 yo)
Female Middle to low
income
Strivers people
High mobility
63 % Dealer, motorcycle exhibition, School event,mallor motor showroom
Television, Magazine, Website, Radio, Bilboard, Brochure
Secondary Target
Adult (21-40yo)
Male Middle-middle
up
Thinkers people
33 % Dealer, mall, personal selling, motorcycle exhibition, mall, or motor showroom
Television, Magazine, Website, Radio, Billboards, Brochure
Tertiary Target
Middle-aged (>40)
- 4 % Dealer, personal selling, motorcycle exhibition, mall or motor showroom
Television, Magazine, Website, Radio, Billboards, Brochure
IMC & Segment
Target
TV
Sponsorship
Event
Activity Community
TV advertising
Print Ads
Sales Promotion/Exhibition
Sponsorship
Event
PR
IMA
RY • Television
• Sponsorship
• Event• Billboard• Magazine• Website S
EC
ON
DA
RY • PrintAds
• Exhibition• Sales
Promotion• Television• Billboard• Newspap
er• Website
TERTIE
R • PrintAds• Exhibition• Sales
Promotion• Television• Billboard• Newspap
er
The Honda IMC already fit with the segmentation.
Thank You