Honda Odyssey 2010 Marketing Plan
Transcript of Honda Odyssey 2010 Marketing Plan
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Honda Odyssey 2010Marketing PlanMBA 551: Jimmy Godard Honda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/
2Less reliable than the Toyota
Road noise
Most expensive minivan
Areas of concerns about Honda Odyssey
Current Brand Status
Best resale value
Seating for eight available
Top safety ratings
Great facts about Honda Odyssey
ConsumerSearch (2010). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey
2010 Honda Odyssey
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ScopeHonda Odyssey 2010 – United States Market Only – Marketing Plan
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Background
First Generation (1995-1998) Chassis RA1 RA3
Second Generation (1999 – 2004) Chassis RL1
Third Generation (2005 – 2010) Chassis RL 3
Honda (2010) Beginning a New Odyssey in North America. Retrieved on January 29, 2010 from http://world.honda.com/history/challenge/1994odyssey/
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Honda Odyssey First Generation
Debuted in 1995
Powered by a four-cylinder
engine
First minivan whose doors swung open
like a car
Came in two versions EX &
LX
LX sat seven passengers
Independent front seats, bench seats in the back
ISUZU bought the model & change the
name to OASIS
Honda (2010). Beginning a New Odyssey in North America. Retrieve on January 29, 2010 from http://world.honda.com/history/challenge/1994odyssey/CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
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Honda Odyssey Second Generation
Second generation started in 1999
Model bigger than first
generation
Door slid open unlike swinging
Powered by six cylinder-engine &
automatic four gear transmission
Seat folded into the floor
Warranty of seven years or 100,000 miles
Odyssey (1999) CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
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Honda Odyssey Third Generation
Third Generation grew in width and
weight
Delivered in four models: LX, EX, EX-
L, Touring
ACE body engineering
Side-curtain airbags & electronic
stability control
Dual glove boxes & in-floor Lazy Susan
storage
Odyssey (2005) Honda (2010). Retrieved on February 2, 2010 http://automobiles.honda.com/odyssey/CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
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Product Positioning/ Industry LeadershipEXPENSIVE – More than $40,000
INEXPENSIVE – LESS than $40,000
MSRP: $26,805 - $40,755Rating - 9.0
Overall Score > = 9.0 Overall Score < = 9.0
2010 Kia Sedona
2010 Honda Odyssey
MSRP: $22,195 – $28,695 / R-8.5
2010 Toyota Sienna MSRP: $24,540
- $37,865/R – 8.5
2010 Volkswagen Routan MSRP: $25,900– $42,400/R – 8.5
2010 Chrysler Town & Country
MSRP: $25,175 - $35,060
Rating 8.2
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Industry PlayersOverall - 2010 Toyota Sienna 8.5
Performance: 8.1Exterior: 7.7Interior: 8.7Safety: 7.8
Reliability: 6.0
2010 Toyota SiennaTop Competitor84,064 units sold in 2009
Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.htmlU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
Minivan with available ALL-WHEEL-DRIVE
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Industry PlayersOverall - 2010 Kia Sedona 8.5
Performance: 7.5
Exterior: 6.9
Interior: 8.0
Safety: 9.9
Reliability: N/A
2010 Kia SedonaBest Budget Minivan
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Industry Players
2010 Volkswagen Routan
Overall - 2010 Volkswagen Routan 8.5
Performance: 8.0
Exterior: N/A
Interior: 7.8
Safety: 9.9
Reliability: N/A
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Industry PlayersOverall - 2010 Volkswagen
Routan 8.5
Performance: 8.0
Exterior: N/A
Interior: 7.8
Safety: 9.9
Reliability: N/A
2010 Chrysler Town & Country
83,558 units sold in 2009
Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.htmlU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
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OVERALL 9.0
Performance - 9.3
Exterior - 7.8
Interior – 8.9
Safety - 9.9
Reliability - 5.0
2010 Honda OdysseyBest full size minivan
100,133 units sold in 2009
Industry Players
Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.htmlU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans
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Overall - 2010 Toyota Sienna 8.5
Performance: 8.1
Exterior: 7.7
Interior: 8.7
Safety: 7.8
Reliability: 6.0
Product Positioning/ Industry LeadershipTop Competitors
Overall – 2010 Honda Odyssey 9.0
Performance: 9.3
Exterior: 7.8
Interior: 8.9
Safety: 9.9
Reliability: 5.0
Overall - 2010 Kia Sedona 8.5
Performance: 7.5
Exterior: 6.9
Interior: 8.0
Safety: 9.9
Reliability: N/A
Overall - 2010 Volkswagen Routan 8.5
Performance: 8.0
Exterior: N/A
Interior: 7.8
Safety: 9.9
Reliability: N/A
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Product Description2010 Honda Odyssey 2010 Toyota Sienna
Delivers one of the best
combination of:
Performance
Quality
Interior versatilityStandard convenience
Safety features
Available in four trims: LX, EX, EX-
L & Touring
Delivers one of the best
combination of:
Acceleration
Interior space
Largest minivan available
Available all-wheel drive
Available in four trims:
CE, LE, XLE & Limited
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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MSRP: $26,805 - $40,755
Invoice: $24,297 - $36,903
Avg. Paid: $25,835 - $38,949
Product Pricing2010 Honda Odyssey 2010 Toyota Sienna
MSRP: $24,540 - $37,865
Invoice: $22,329 - $34,077
Avg. Paid: $23,224 - $35,608
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Place
2010 Honda Odyssey100,133 units sold in 2009
Sold primary through 1000 Honda dealerships across the US
2010 Toyota Sienna84,064 units sold in 2009
Sold primary through 1500 Toyota dealerships across the US
Hoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010 from http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-1.html
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010 http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
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Product Description2010 Honda Odyssey 2010 Kia Sedona
Delivers one of the best
combination of:
Performance
Quality
Interior versatilityStandard convenience
Safety features
Available in four trims: LX, EX, EX-
L & Touring
Delivers one of the best
combination of:
Lower price in its class
Longest warranty
Best value minivan
Available in three trims:
base model, LX, EX
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Pricing2010 Honda Odyssey 2010 Kia Sedona
MSRP: $26,805 - $40,755
Invoice: $24,297 - $36,903
Avg. Paid: $25,835 - $38,949
MSRP: $22,195 - $28,695
Invoice: $21,760 - $26,820
Avg. Paid:$22,273 - $28,591
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Place2010 Kia Sedona
Sold primary through 670 Kia dealerships across the US
PRNewswire (2010, February 2). Kia Motors America Announces January Sales. Retrieved February 2, 2010 from http://www.prnewswire.com/news-releases/kia-motors-america-announces-january-sales-83348262.html
2010 Honda Odyssey100,133 units sold in 2009
Sold primary through 1000 Honda dealerships across the US
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010 http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
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Product Description2010 Honda Odyssey 2010 Volkswagen Routan
Delivers one of the best
combination of:
Performance
Quality
Interior versatilityStandard convenience
Safety features
Available in four trims: LX, EX, EX-
L & Touring
Delivers a combination of:
Mixed bag from Chrystler & Volkswagen
Roomy passenger
cabin
Offers free scheduled
maintenance for three years
or 36k miles
Available in four trims: S, SE, SEL & SEL
Premium
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Pricing2010 Honda Odyssey 2010 Volkswagen Routan
MSRP: $26,805 - $40,755
Invoice: $24,297 - $36,903
Avg. Paid: $25,835 - $38,949
MSRP: $25,900 - $42,400
Invoice: $24,454 - $39,473
Avg. Paid: $24,698 - $40,154
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Place2010 Volkswagen Routan
Sold primary through 600 Volkswagen dealerships across the US
Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010 http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-1.html
2010 Honda Odyssey100,133 units sold in 2009
Sold primary through 1000 Honda dealerships across the US
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010 http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
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Product Description2010 Honda Odyssey 2010 Chrysler Town & Country
Delivers one of the best
combination of:
Performance
Quality
Interior versatilityStandard convenience
Safety features
Available in four trims: LX, EX, EX-
L & Touring
Delivers the combination of:
Flexible seating & cargo options
Swivel ‘n Go seating
Family-friendly features
Available in four trims: LX,
Touring & Limited
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Product Pricing2010 Honda Odyssey 2010 Chrysler Town & Country
MSRP: $25,175 - $35,060
Invoice: $24,143 - $33,039
Avg. Paid: $24,473 - $33,742
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
MSRP: $26,805 - $40,755
Invoice: $24,297 - $36,903
Avg. Paid: $25,835 - $38,949
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Product Place2010 Chrysler Town &
Country84,558 units sold in 2009
Sold primary through 4500 Chrysler dealerships across the US
Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html
2010 Honda Odyssey100,133 units sold in 2009
Sold primary through 1000 Honda dealerships across the US
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010 http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
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Product Promotion
Advertising
Billboards
TV ads
Internet ad
Publicity
Press
Public Relations
Suzuki Circuit Traffic Education
Center
National Highway Traffic Safety
Administration
Automobile Magazine
Dealerships
Promotions
Specials
(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.Honda (2010). Retrieved February 2, 2009 from http://world.honda.com/community/James, J. (2006) You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd from http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15. Retrieved from Business Source Complete database.U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/
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Available Products2010 Honda Odyssey: LX
Transmission: AUTO MPG: 16 City / 23 Hwy
Engine: Gas V6 3.5L/212
MSRP: $26,805
Invoice: $24,297
2010 Honda Odyssey: EX
Transmission: AUTO MPG: 16 City / 23 Hwy
Engine: Gas V6 3.5L/212
MSRP: $29,905
Invoice: $27,098
2010 Honda Odyssey: EX-L
Transmission: AUTO MPG: 17 City / 25 Hwy
Engine: Gas V6 3.5L/212
MSRP: $33,405
Invoice: $30,261
2010 Honda Odyssey: Touring
Transmission: AUTO MPG: 17 City / 25 Hwy
Engine: Gas V6 3.5L/212
MSRP: $40,755
Invoice: $36,903
Honda (2010) Retrieved on February 5, 2009 from http://automobiles.honda.com/odyssey/price.aspx
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Primary target marketDemographic
Variables
Women
Consumer Age 35-44
Middle & Upper middle
class
Established families
Three-child household
Geographic Variables
Suburban area
Psychographic Variables
Stay at home moms
Soccer moms
Professional moms
Behavioristic Variables
Heavy user
School/Sports events
Shopping
Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete databasePRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd, 2010 from
http://www.automotive.com/auto-news/02/21457/index.html
2010 Honda Odyssey
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Demographic Variables
Empty Nesters
Consumer Age 25-34
Middle & Upper middle
class
New families
Geographic Variables
Metropolitan area
Suburban area
Psychographic Variables
Empty Nesters
Stay at home moms
Soccer moms
Professional moms
Behavioristic Variables
Heavy user
School/Sports events
Shopping
Vacation
2010 Honda Odyssey
Secondary target market
Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete databasePRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd, 2010 from
http://www.automotive.com/auto-news/02/21457/index.html
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2010 Honda Odyssey
Tertiary target marketDemographic
Variables
Children
Hispanic males
Geographic Variables
Metropolitan area
Suburban area
Psychographic Variables
Family men
Behavioristic Variables
Regular users
Ride minivan > 2 hrs/week
PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the Buying Process of a Minivan. PRNewswire. Retrieved on February 3, 2010 from http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-imagination-of-children-in-the-buying-process-of-a-minivan-83397492.html
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Relationship Marketing
Honda (2010) Leasing a Honda. Retrieved on February 3rd, 2010 from http://www.hondafinancialservices.com/planning/lease.asp
THE HOND
A GRADUATE PROGRAM
•Allows graduates to a Honda with small initial cash
•Allow graduates to build credit rating
•Applicable to all graduates of Associates, Bachelors, and Master degrees
•Applicable to graduates from registered nursing programs
THE LEADER
SHIP LEASIN
G LOYALT
Y™ PROGR
AM
•Great lease specials for recent graduates
•Special lease incentives to current lease Honda owners
•Security deposit waived on new lease
•Great offers on 2010 Odyssey LX featured special leased
WEB SITES
FUNCTIONALI
TY
•Consumers search for local dealer on line
•Consumers receive price quotes online
•Consumers Get pre-approved online
•Limited dealership interaction
Maselli, J. )2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on February 3rd, 2010. http://www.informationweek.com/823/honda.htm;jsessionid=052O2S2AMW1OFQE1GHOSKHWATMY32JVN
Relationship Marketing
33Source: Jimmy Godard
TRADE-IN
PROGRAMS
•Special incentives to current Honda owner trade-in a Honda for a new Honda
•Special financing incentives
•Special maintenance incentives for consumers with multiple Honda automobiles
NEW BUYER PROGRAM
•Special maintenance incentives for consumers with multiple Honda automobiles
•Special incentives for new market segments
EXISTING
CUSTOMER PROGRAM
•Anniversary maintenance offer/discount
•Special package maintenance
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Top safety ratings
Seating for eight available
ReliableAgility, ride smoothness
Best resale value
Strengths
U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
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Weaknesses
Expensive minivan Road noise Less reliable
than Toyota
ConsumerSearch (2009). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey
Opportunities
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New Competitive Market
U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.htmlEdwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006? Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf
Opportunities
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New Odyssey Generation
Source: Jimmy GodardHonda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/
Reliability
Ingenuity
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ThreatsToyota released the 2011 model first
Crucial US economy being in a downturn
Competitors offer lower price minivans
Toyota has more dealerships than Honda
Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from http://www.automobile.com/2011-toyota-sienna-review.html
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Honda assists the Little League Baseball
Honda sponsors the efforts on Little League Baseball’s
Urban Initiative
Honda contributes $100,000 annually to Urban Initiative
Honda teaches parents how to run a little league
Honda seeks to help Little League Baseball fulfill its
fundamental mission
Honda displayed an Odyssey at the Little League World Series in Williamsport, PA
Honda creates yearly new collectable Honda pins and hand them out at the Little
League World Series
Societal Marketing
Little League Baseball®
Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-sponsorships/little-league-sponsorship.aspx
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New Ideas
Maintain the current marketing strategy
Enhance Product Improvement
Boost the current marketing integrated communication
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New IdeasProduct enhancement
Transmission receives mixed reviews
Suspension does not shield against harsh terrain
Eighth seat only suitable for children
U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved on January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey
HONDA ODYSSEY 2010 WEAK POINTS
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New IdeasEmbrace Ingenuity
Gas-electric hybrid minivan
Four-wheel-drive minivan
Diesel-powered engine
"We only have on Future, and it will be made of our dreams." Soichiro Honda Source: Jimmy Godard
Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/
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New IdeasSupporting the community
Supporting social events for family safety• Educate pregnant women on caring for unborn child• Advocate for the life of babies• Sponsor the Child Safety Day• Provide scholarships to seniors in High School• Leverage on existing programs
Benefits• Honda cares for family safety• Blends well with Honda core values• Good public relations
Source: Jimmy GodardHonda (2010). Retrieved on February 5, 2010 from http://world.honda.com/
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References
(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.
Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from
http://www.automobile.com/2011-toyota-sienna-review.html
CarSeek (2007). Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/
ConsumerSearch (2009). Retrieved on February 2, 2010 from
http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey
Edwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006?
Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf
James, J. (2006). You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd
from http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1
Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search
Complete database
45
ReferencesHonda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/
Honda (2010). Retrieved on February 2, 2010 from http://world.honda.com/community/
Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/
Honda (2010). Retrieved on February 5, 2010 from http://automobiles.honda.com/odyssey/price.aspx
Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-
sponsorships/little-league-sponsorship.aspx
Honda (2010). Beginning a New Odyssey in North America. Retrieve on January 29, 2010 from
http://world.honda.com/history/challenge/1994odyssey/
Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from
http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html
Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010
http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html
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ReferencesHoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010 from
http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-1.html
Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010
http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-1.html
Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham
News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.html
Maselli, J. (2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on
February 3rd, 2010. http://www.informationweek.com/823/honda.htm;jsessionid
=052O2S2AMW1OFQE1GHOSKHWATMY32JVN
PRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire.
Retrieved on February 2nd, 2010 from http://www.automotive.com/auto-news/02/21457/index.html
47
PRNewswire (2010, February 2). Kia Motors America Announces January Sales.
Retrieved on February 2, 2010 from http://www.prnewswire.com/news-releases/kia-motors-america-
announces-january-sales-83348262.html
PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the
Buying Process of a Minivan. PRNewswire. Retrieved on February 3, 2010 from
http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-
imagination-of-children-in-the-buying-process-of-a-minivan-83397492.html
Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15.
Retrieved from Business Source Complete database.
U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from
http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.html
References
48
ReferencesU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from
http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/
U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved
January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/