Student’s name: Nguyen Pham Gia Huy  

Student’s code: HS140155 

Class: MC1401 
Lecturer: Ms. Bui Thi Hanh Thao 
Subject: MKT304 
Semester: Spring 2021 
​Individual Assignment: HONDA VietNam 
1. Introduction: HONDA Vietnam 
1.1 .Company

 
Company: Founded in 1996, Honda Vietnam is a joint venture between Honda Motor 
Company (Japan), Asian Honda Motor Company (Thailand) and Vietnam Engine and 
Agricultural Machinery Corporation with 2 industries. Main products: motorcycles and 
cars. After more than 20 years in Vietnam, Honda Vietnam has continuously grown 
and become one of the leading companies in the field of motorcycle manufacturing and 
prestigious car manufacturers in the Vietnamese market. 
With more than 10,000 employees, Honda Vietnam is proud to bring customers high 
quality products, dedicated services and contributions to a healthy traffic society. With 
the slogan "The Power of Dreams", Honda wishes to share and fulfill the dream with 
everyone by creating new joys for people and society.   
Reference: (Honda,2021. h ​ ttps://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/gioi-thieu/gioi-thieu-honda-viet-nam) 
 
1.2 .Products/Service and Customers 
Honda VietNam currently occupies the leading position of Vietnam’s motorcycles 
market. Since it’s establishment the company has constantly improved and brought to 
markets cars to meet needs, elastics trend and taste of traveling in Vietnamese market. 
Some typical vehicles usually used by consumers are: Super Dream, Wave Alpha, Wave 
RSX, Wave RS, and new generation Future 125 Fi. 
Reference: (Honda,2021. ​https://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/xe-may/san-pham) 
Honda also provides repair and replacement services, maintenance of cars and 
motorcycles. 
 
Honda genuine parts ensure Honda quality and standards with the synchronization 
between components for the highest accuracy. Made from high quality materials using 
the most advanced technology, Honda genuine parts whether imported from Japan, 
Thailand, China or supplied by domestic manufacturers always ensure the demand for 
technical features, at the same time strictly satisfy Japanese quality standards such as 
Jis, Hes, Jama ... and also Vietnamese standards (TCVN). All parts supplied by Honda 
Vietnam always meet the same quality requirements as those produced in Japan. 
 
Honda genuine parts are easy to find, now available in all provinces, distributed 
through Honda Motorcycle Sales and Service Stores nationwide and also expanding 
through the stores. repair goods for customers far away. 
Reference: (Honda,2021. ​https://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/xe-may/phu-tung​) 
 
 
2. The Situation Analysis (SWOT) 
Strengths  Weaknesses  Opportunities  Threats 
 

● The leading  ● Low sales  ● Broad   

position in  thinking and  market and  ● Market 
the  customer  potential  competition 
motorcycle  care  segments  strong 
manufacturi ● Distributed  ● Motorcycle  especially 
ng and  control  demand  with 
supplying  system is  high  Yamaha, 
industry  poor  SYM… 
● Trusted by  ● Not paying  ● Customers 
consumers  attention to  increasingly 
in Vietnam  customer  more choice 
● Highly  psychology  of product 
specialized  trends 
technicians 
 ● Product 
quality, 
reliability 
and 
diversity 
 
 

 
Figure 1.2: Vietnam’s Honda Dealers 
4P Marketing Mix 
● Products: ​Honda Civic Type R 2021, the 10th generation of Honda's C-line 
Sedan, but the Honda Civic type R is a bit different from the previous 
generation. If the previous generations of traditional Sedan attracted users by 
elegant and luxurious design. Here, Civic type R brings a new look, a bit "fiery" 
than before. This is considered a spectacular transformation of this car line. 
Honda Civic Type R impresses with its sporty, trendy appearance with a strong 
direction. Unique design lines make this product capable of occupying the 
viewer at first sight. This is expected to be one of the versions that will bring a 
name to Honda in the small sports car segment. 
(Hondaotophattien, February 12, 2020, Available from: 
https://hondaotophattien.com.vn/vn/honda-civic-type-r.html) 
● Place: ​Honda sells cars through a network of 740 retailers in Japan; 1,310 
agents in the US; 1,580 agents in Asia (excluding Japan); and 1,150 dealers in 
Europe as of 2014. As of 2014, Honda had 6,900 stores in Japan. Honda sells 
motorcycles through independent dealers in the US and Europe and Asia with 
 1,040 dealers in the US, 14,070 in Asia and 1,400 in Europe. In Vienam there are 
38 Honda Auto Dealers around the country 
(​MBA Skool Team,April 19, 2020 , Available from: 
https://www.mbaskool.com/marketing-mix/products/16728-honda.html) 
● Price: ​Honda has cars which target every segment of the market. Honda has 
hatchbacks, sedans, luxury sedans and SUVs. Hence, the pricing strategy in the 
marketing mix of Honda is based on various parameters like competition, 
segment, features etc. These automobiles target customers from low middle 
income level to high income level. 
● Promotion: ​The advertising strategy in the marketing mix of Honda is the one 
who drastically Honda uses large-scale TV ads Honda has released ads with 
different themes to attract customers. Focus more on Honda's cutting-edge 
innovation and engineering, such as the gear ad released in 2003. Honda also 
released an ad showcasing Honda's founders dream of making High Quality car.  
Reference: (M​ BA Skool Team, April 19,2020. ​www.mbaskool.com.​ Available from: 
https://www.mbaskool.com/marketing-mix/products/16728-honda.html) 
 
 
 
3. The Marketing Strategy Plan 
3.1 . Objectives: 
● Raise customer awareness about the new Honda Civic Type R 2021 
● The  number  of  followers  on  Facebook  and  Instagram  is  expected  to  increase. 
pecifically,  Facebook  fanpage  gains  500  followers  each  month,  Instagram 
official  account  gains  500  each  month  and  Youtube  official  channel  gains  100 
subscribers each month. 
● Increase  sales  from  1930  units  to  6000  units  on  the  next  3  months  after 
launching 
 ● Campaign to promote the Honda Civic 2021 Type R with slogan “ Feel the R 
heat” 

 
Figure 3.1: “Feel the R heat” 
3.2 . Media Strategy 
a) Focus on interactive media and interactive advertising 
Focus on Facebook ads, Google Ads and Youtube Ads because nowadays people tends 
to search for cars online than go to dealers or showroom. 
b) Create an understandable and relevant message 
c) Upload a video about the new Type R car 
 
3.3 . Selecting broad media classes 
Most automobile brands get great levels of engagement on social media. This is not 
because social media audiences can't resist seeing pictures of swanky new cars. 
Honda's engaging content and effective social media strategies behind their execution 
are a must study for all social media marketers. Honda have different social media 
profiles that cater to their target audiences in different geographical locations as well 
as for their different products. 
The  ​qualities  we  need  from our media classes are: buzz, relevant, visual and immediate 
response 
  Immediate  Relevant  Visual  Buzz 
response 

Print media  No  Yes   Yes  Yes 

 Television  No  Yes  Yes  Yes 

Online  No  No  No  No 

newspaper 

Internet  Yes  Yes  Yes  Yes 

Advertising 

Email  No  Yes  Yes  No 

Marketing 

Game   No  No  No  No 

Marketing 

Support Media  Yes  Yes  Yes  Yes 

 
3.4. Selecting media within classes (media vehicles): 
Facebook, Youtube and are the main media vehicles gonna be used in this campaign 
Support media: Instagram 
Internet Marketing 

 
Number of internet users in Vietnam are increasing through year, so the best way to 
attract customers’s attention is social media. 
Honda’s social media has potential viewers and subscribers: 
- Facebook: 
- Official Honda Vietnam fanpage got ​3.874.297 follows and reach 3.801.631 
likes.  
- Youtube: Honda Vietnam Official channel now reach 188k subscribers 
Due to that social media is going to be the main media vehicles 
 
Email Marketing: 
- Informed Clients that had and have used Honda service and products 
- People who subscribe to the company channel, website 
Support media: Instagram and Twitter is going to be use to support the main content of 
the campaign 
3.5. Media use decision: 
Facebook:  
- - Run online advertisements. 
- - Upgrade the fan page with more viral content about the Civic 
- Seeding in relevant groups especially: Hoi Me Xe, Cong dong Civic Vietnam, … 
Details:  
- Upload image and video about the Civic 
- Add  post  with  content  talk  about  the  part  and  special  details of the car: Engine, 
Spoilers, Furniture… 
Frequency: 1-2 posts/day  
Facebook stories will be in sync with Instagram account stories.  
- Seeding  in  relevant  groups:  Hoi  Honda  Civic  Vietnam  has  109,3K  members  is a 
potential group  
- Content  not  always  about  the  car,  content  can  be  change  to  customer’s  feeling 
about the car, the excitement when driving the new car. 
 
 

 
Youtube:  
- Video upload, seeding on Facebook groups for more views 
- News & updates content 
- Advertisements between videos (in-stream ads, overlay & banners, ...) 
 
Email: 
 - Informed Clients that had and have used Honda service and products 
- People who subscribe to the company channel, website 
Instagram:  
- Run online advertising on instagram stories 
 
4. Creative Strategy Plan: 
4.1 . Schedule 
With the intend to upload a TVC video to promote the new Civic, this video must be 
completed on March and be published on Honda Vietnam official website on April 
Idea TVC: 
- The new Honda Civic Type R will be racing with an transformer leopard, the 
video will show full body of the Civic, the maximum speed of the car and the 
mobility against terrain and last but not least the slogan “ Feel the R heat”. 
 
Campaign will be launch on April and ends in June with the expectation of increasing 
sales 
April: ​run ads on Facebook, Google and seeding Honda Civic Type R video on every 
media platform possible such as Instagram, Twitter… 
May:​ Hold Civic Type R 2021 test drive at 3 showroom at Northside, Midside and 
Eastside, this test drive will be hold in one month, customer will get a chance to feel the 
car before decide either to buy it or not 
June: ​Release a SE Edition of Civic 2021 Type R, upload content on Facebook, seeding 
on every car group. 
Support Media such as Instagram and Twitter use hashtag #TypeRSpecialEdition to 
create viral. 
 
 Figure 4.1: Honda Civic Type R 2021 Special Edition 
4.2 . Evaluation and follow up 
Media class evaluation: 
 
  Failed   ​Good  Excelent 

Facebook  ● Failed to reach 50%  ● Positive response  ● Positive 

positive response  rate ranges from  response 
rate.  50-  rate ranges from 70- 
● Negative response  70%.  100%. 
rate exceeds 20%.   
 

Youtube  ● Views are lower  ● Views equals  ● Views are 

than the site’s  the site’s  higher than the 
average post views.  average post  site’s average 
  views.  post views. 
   
 Email  ● Mail-opening rate:  ● Mail-opening rate:  1. Mail-opening 
below 50%.  50-70%.  rate: 
Response rate:  Response rate: above  above 70%. 
below 20%.  20%.  Response rate: above 
Purchase rate: below  Purchases rate:  30%. 
5%.  above 5%.  Purchases rate: 
  above 10%. 
 
 
5. Conclusion: 
With 3 clear objectives, six major media classes were chosen but only 3 could bring 
affectiveness to raise awareness about the new Civic. Despite the various 
strengths and weaknesses in each media classes, they still bring a great part to this 
campaign. 
Appendix: 
References: ​Reference: (Honda,2021. ​https://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/gioi-thieu/gioi-thieu-honda-viet-nam) 
(Honda,2021. ​https://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/xe-may/phu-tung​) 
(Honda,2021. ​https://www.honda.com.vn/​ . Available from: 
https://www.honda.com.vn/xe-may/san-pham) 
(Hondaotophattien, February 12, 2020, Available from: 
https://hondaotophattien.com.vn/vn/honda-civic-type-r.html) 
(M​ BA Skool Team,April 19, 2020 , Available from: 
https://www.mbaskool.com/marketing-mix/products/16728-honda.html​) 
(M ​ BA Skool Team, April 19,2020. ​www.mbaskool.com​. Available from: 
https://www.mbaskool.com/marketing-mix/products/16728-honda.html) 
 
Figures: 
Figure 1.2: Vietnam’s Honda Dealers 
Figure 3.1: “Feel the R heat” 
Figure 4.1: Honda Civic Type R 2021 Special Edition