Papers > Business > Honda and its internationalization strategy
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Honda and its internationalization strategy
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To promote the Honda Civic to the eager-to-buy market of college students, agency Rubin Postaer Interactive (rp. ... According to Real Media, the online research source LEXIS-NEXIS reaches 4 million college students, a precisely defined audience with demographics that appeal to Honda. ... To capitalize on that, Honda and rp. ...
Campaign Objective
· To establish Honda Civic as the top-of-mind choice for the college market.
College juniors and seniors in particular are ready to buy cars, and Honda wants to nab them before they develop particular brand loyalties. The Civic purchaser demographic is a younger one, and by creating a youthful image and a positive association with the spring break travel giveaway, Honda aims to solidify the Civics brand identity.
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Paper Information
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Title: Honda and its internationalization strategy
Words: 580
Rating: None
Pages: 2.3
submitted by: mzph78
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