IMC for Honda Airblade
MARKETING COMMUNICATION
IMC AUDIT REPORT FOR HONDA AIRBLADE
EXECUTIVE SUMMARY
Honda is considered one of the most successful brands among motorbike manufacturers in Vietnam, since its first establishment in 1998. This brand has sold over 2.03 million motorbikes domestically and extended their market into our neighbors, such as Cambodia and Laos.
Under the great potential demand for scooter in Vietnam, Honda successfully launched the first sporty scooter series named Air Blade to Vietnamese market, which generated massive sales revenue for its scooter section.
In 2011, Honda introduced the newest version of Air Blade series, the Air Blade FI. The slogan “Light Up Yours” inspires people to express their personalities and styles through experiencing the Air Blade FI.
In this IMC Audit, upon analyzing the 4Ps and marketing tools that have been used by Honda while they launched the IMC campaign for Air Blade FI (from, we found some strengths and weaknesses.
The strengths of this IMC campaign included strong PR activities such as scholarships, charities, Be U events and motorbike exhibition shows, etc. These PR activities have been widely advertised on TV, company’s website and printed materials.
Additionally, the product was also advertised on YouTube and the company applied some sales promotions during the campaign.
However, the weakness of this IMC campaign is the lack of marketing online and TVC while online community is a very potential market.
The recommendation for Honda to improve their IMC campaign is to focus more on advertising online and TV. It is an effective way to reach most of targeted customers, who are high self-esteem and affluence.
Table of Content
1.Introduction……………………………………………………………………...................4
1.1 Company background……………………………………………………………....…4, 5 1.2Target Market………………………………………………………………………..……5 1.2 Positioning…………………………………………….................................................6, 7
IMC AUDIT REPORT FOR HONDA AIRBLADE
EXECUTIVE SUMMARY
Honda is considered one of the most successful brands among motorbike manufacturers in Vietnam, since its first establishment in 1998. This brand has sold over 2.03 million motorbikes domestically and extended their market into our neighbors, such as Cambodia and Laos.
Under the great potential demand for scooter in Vietnam, Honda successfully launched the first sporty scooter series named Air Blade to Vietnamese market, which generated massive sales revenue for its scooter section.
In 2011, Honda introduced the newest version of Air Blade series, the Air Blade FI. The slogan “Light Up Yours” inspires people to express their personalities and styles through experiencing the Air Blade FI.
In this IMC Audit, upon analyzing the 4Ps and marketing tools that have been used by Honda while they launched the IMC campaign for Air Blade FI (from, we found some strengths and weaknesses.
The strengths of this IMC campaign included strong PR activities such as scholarships, charities, Be U events and motorbike exhibition shows, etc. These PR activities have been widely advertised on TV, company’s website and printed materials.
Additionally, the product was also advertised on YouTube and the company applied some sales promotions during the campaign.
However, the weakness of this IMC campaign is the lack of marketing online and TVC while online community is a very potential market.
The recommendation for Honda to improve their IMC campaign is to focus more on advertising online and TV. It is an effective way to reach most of targeted customers, who are high self-esteem and affluence.
Table of Content
1.Introduction……………………………………………………………………...................4
1.1 Company background……………………………………………………………....…4, 5 1.2Target Market………………………………………………………………………..……5 1.2 Positioning…………………………………………….................................................6, 7