Marketing Analysis of the Honda Civic Sedan: A Comprehensive Overview

This report provides a marketing analysis of the Honda Civic sedan, examining its product features, pricing strategy, promotional activities, and distribution channels. The Honda Civic is a sedan available in several models and colors, with stylish interior design and edgy exterior features. The pricing strategy employs penetration pricing, with prices varying based on features and add-ons. The product is available through Honda dealerships in Australia, with distribution heavily reliant on dealers. Promotional activities include print and audiovisual advertisements, as well as public relations through press conferences and mall promotions. The report references various sources including Honda.com.au, YouTube, and academic publications to support its analysis.

MARKETING PRINCIPLES:HONDA CIVIC

PRODUCT
•Sedan Type
•The car is second best Sedan manufactured by
Honda
•Seating Capacity:5 Fuel Capacity:50 Liters
• Models : Value VTi, Smart Tech VTi-S, VTi-S
Luxe, Performance VTi-L, Sporty RS, Luxury VTi-
LX (Honda.com.au 2018)
• Available in several colors
• Stylish and comfortable interior design to suit
the requirement of the client
•Edgy external features to enhance the overall
appearance (Huang and Sarigöllü 2014)

A
Core product :
Automobile
(four wheeler
car)
Actual Product
Honda
Sedan
type
Comfortable interior
Edgy
exterior
5 models
Augmented Product
Available with
Honda dealers
Dealers
prepare the
car as per
the order
7 Year
Warranty

PRICE
The price of the product is dependent on the model or the
variant that has been chosen the starting price of the car
is at $ 24, 990 and goes up to approx $ 37, 661. The
strategy used by the company is Penetration pricing.
The price of the car varies on the basis of the feature and
the performance add-ons
The customer can add accessories to the car in order to
enhance the experience (Helm and Gritsch 2014).

PLACE
In Australia Honda Civic is available with the dealers of
the organization in Australia. The company has a
number of outlets and deals in the country who help in
the distribution of the products this is the channel of
distribution.
The supply chain of Honda is heavily dependent on the
dealers. The place of availably depends on the dealers
and the outlets exclusively (Khan 2014).

PROMOTION
Advertisement: Approach used: Print and
Audiovisual , Medium used: Television, Newspaper,
Magazine, digital Media
Link of the advertisement:
https://www.youtube.com/watch?v=d-gaqsWOubU
Public relation : Medium: Press conference, Mall
promotions (Armstrong et al. 2015)

PROMOTION
Example of a Print
Advertisement

Reference List
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market
outcome, brand equity, and the marketing mix. In Fashion Branding and
Consumer Behaviors (pp. 113-132). Springer, New York, NY.
Honda, 2017, “Honda Civic Launch Advertisement”, YouTube, viewed on 16 April
2018
https://www.youtube.com/watch?v=DAJeXEJ4R64
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an
introduction. Pearson Education.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual
review paper). International journal of information, business and
management, 6(2), p.95.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on
marketing mix strategy elements in emerging business to business export-
markets. International Business Review, 23(2), pp.418-428.
Honda.com.au (2018). The Honda Civic Sedan. [online] Honda - The Power of
Dreams. Available at: https://www.honda.com.au/cars/sedan/civic-sedan.html
[Accessed 17 May 2018].

Thank You