digital marketing analysis and measurement rev up for success hondas back to school motorcycle special

All these motorbike product lines are sold and advertised during the back- -school season.toDigital Marketing is the use of digital techniques and online platforms to reach, interact and

GROUP ASSIGNMENT

Subject: Digital Marketing

Subject code: DMS301M

Lecturer: MBA Nguyễn Thu Hà

Digital marketing analysis and measurement

Group 1 Group members:

1 Phạm Thị Lan Phương – HS170984

2 Khương Thúy Thanh – HS171193

3 Hoàng Đức Bình – HS171312

4 Vũ Ngọc Khoa – HE172155

5 Nguyễn Thị Trà My – HS170089

6 Nguyễn Thị Ngọc Ánh - HS186171

Table of Contents

I Executive summary 3

II Introduction to Honda Company 3

History 4

Vision 4

Mission 4

Products and services 4

Digital Marketing 4

+Product 4

+Price 4

+Place 4

+Promotion 4

* Competitive opponen.: 5

III Digital marketing measurement Plan 5

1 Identify the company objectives 5

Target consumer 5

Target campaign: 5

2 Identify necessary actions to be implemented to achieve those objectives 6

Marketing online: 6

-Online sell plan: 7

-Project template 7

3 Identify the key metrics you will measure and the type of data you will need for your measurements 7

4Plan your approach to collecting your data the data you require and the sources (and tools) you — will use……… 8

Consumer Outcomes: 9

Customer Value: 9

Attribution: 10

IV.Recommendations and Conclusions 11

How did digital marketing analysis and measurement contribute to the overall marketing strategy 11

What recommendations can you give to the organization for their future digital marketing strategy? 12

Conclusion 12

V REFERENCE: 13

"Rev Up for Success: Honda's Back- -School Motorcycle Special" to

I Executive summary:

- Objective :The objective of the campaign is to increase sales and create Honda brand awareness in the school and student segment:

+ We will then Identify the necessary actions to take to achieve those goals

- Target customers:Conduct research on the motorbike market for students, including competitors, customer needs and usage habits

- Advertising media:We will then Identify the necessary actions to take to achieve those goals Including Advertising Methods: Online Marketing, Online Sales Plan, Project Implementation Plan

- Evaluation and measurement: Use analytics and evaluation tools to track reach, engagement, and results of advertising campaigns This helps evaluate effectiveness and adjust advertising strategies to achieve the best results

- We will then analyze and measure how our digital marketing contributes to that

organization's overall marketing strategy

- As a Honda customer, we may continue to buy Honda products in the future We will make some recommendations for their digital marketing activities

II Introduction to Honda Company:

Honda Company is a leading automobile and motorcycle manufacturing corporation in the world With a long history and vision towards sustainable development, Honda has become a symbol of innovation and quality in the motorbike industry not only in the world and also in Viet Nam

History: Honda was founded in 1946 in Japan by Soichiro Honda, and since then, the company has developed a series of high-quality products, from motorcycles, cars and also robots Honda began its vehicle business in the Vietnamese market in 2006 and has shown the value and quality

of its goods, especially in motorbikes sector

Vision: Honda's vision to 2030 is Bringing everyone "The joy of expanding life's potential"

Mission: Honda's mission is "Promoting a good life through the development of excellent products and services, and contributing to society through sustainable business practices and environmental protection"

Products and services: In this case, we choose the range of motorbike products such as Cup, Vision, etc with a 50cc engine which is suitable for students Or Wave Alpha, Air Blade,etc are more appropriate for adults All these motorbike product lines are sold and advertised during the back- -school season.to

Digital Marketing is the use of digital techniques and online platforms to reach, interact and motivate customers Here are some important points about Honda applies Digital Marketing and changes the company's traditional marketing mix:

+Product: Honda uses digital to promote their products and services through their official website, mobile applications, and social networks Provide detailed product information, how-to videos, and customization tools to help customers choose the right product

+Price: Digital Marketing allows Honda to carry out personalized advertising campaigns, create offers and promotions based on customer data and behavior

+Place: Honda has expanded its distribution channel network through the creation of online platforms, allowing customers to shop and customize products online

+Promotion: Honda uses online channels such as websites, social networks, email marketing, and online advertising to create and execute advertising campaigns, and interact with customers through online feedback and support

By incorporating digital tools in its marketing campaigns, Honda is able to reach and interact with customers more effectively, creating engagement and building a strong brand in the engineering world

* Competitive opponent: Yamaha is a leading motorcycle manufacturing company and competes directly with Honda in many motorcycle segments, including 50cc and 110cc vehicles Yamaha offers a wide range of models such as Yamaha Exciter, Yamaha Sirius, and Yamaha Grande in this segment.:

+ Yamaha Sirius: This is Yamaha's most popular model in the 50cc segment with eye-catching design and high durability Sirius is Yamaha's outstanding digital bike line with colors including black, red, white and full gray Cast rim, mechanical brake, disc brake versions give you many choices

+ Yamaha Exciter: Competing directly with Honda winner, Exciter has greater capacity, better brakes, Yamaha Exciter 150 is not only a cheap manual clutch bike for students but also the king of the manual clutch segment Inspired by the legendary supercar YZR-M1 And equipped with many improvements such as LED headlights, LCD screen, and engine lights Large sports wheels…

- SYM: Taiwanese car manufacturer with many good quality, affordable product lines such as Joyride, HD Especially the SYM ELEGANT 50 model:

+ This 50cc model is for those who do not have a driver's license but need to travel every day Sym Elegant meets the needs of students according to 4 criteria: beautiful appearance

- good operation - versatility - fuel economy, especially without needing a driver's license

- Piaggio: Piaggio is an Italian motorbike brand and also has competition in the small motorbike segment Piaggio produces models such as Piaggio Vespa and Piaggio Liberty, aimed at young customers and students

III Digital marketing measurement Plan

1 Identify the company objectives

Target consumer: pupils, students and parents

Target campaign:

+Inspire shopping actions: inspire customers to make shopping actions, motivating them to visit Honda dealerships and check out products and services Back- -school season is when students to need their own means of transportation to move around and this is also aimed at the psychology of parents => now is the golden time to advertise the brand

+Increase Sales: The most important goal of this campaign is to increase Honda vehicle sales during the back- -school season Honda wants to attract a large portion of the market of students, to the top potential customers at this time

+Special Offers and Promotions: Targeted announcements of special offers and promotions specifically for students, including discounts, extended warranties, or financial incentives such as interest Low interest rates when buying a motorbike

+Brand promotion: Campaign to create interaction with customers through social media channels, live events or other media to help customers interact with the Honda brand and create an impression on customers

+Promote product applicability: introduce features and benefits of Honda products to students or families with students, including convenience, safety, fuel economy or other benefits Special features for students

2 Identify necessary actions to be implemented to achieve those objectives

Marketing online:

+Build a website: Announce back- -school promotions, new car models currently on the market to and where customers can learn about products, features, prices and support services

+Email marketing: Send promotional emails with information about products, promotions and special back- -school gifts to the brand's list of loyal customers to

+Advertising on social media: Create short videos introducing back- -school incentives when to buying Honda motorbikes, advertising posters Run ads on popular social media platforms such as: Facebook, Youtube, Tik Tok, Television platforms

+Advertising on websites with advertising posters displayed on websites with high traffic such as: 24h.com.vn, Shopee.vn, VTV.vn, and some electronic newspapers such as : Labor newspaper, Dan Tri newspaper, Tuoi Tre newspaper,

+SEO tools:

Keyword research: Research and select keywords related to Honda motorbikes, back to school, and other aspects of the campaign This helps you create content that is compatible with keywords that users often search for

Create quality content: Create valuable and useful content related to Honda motorcycles, back- -school deals, and other related information Post articles on your blog or news site to and share useful information for users

Internal linking: Create internal links between related websites, such as Honda motorbike introductions and back- -school promotions This increases the likelihood of finding to relevant websites

=> Using SEO in the Honda back- -school advertising campaign can help increase brand to awareness, improve online findability and attract more users who want to buy motorbikes during this time

+Collaboration with celebrities: We are no longer strangers to the image of Den Vau associated with the Honda in Tet music videos with meaningful messages during the Lunar New Year in recent years With the hotness of the MV, it was easy to promote the Honda brand in a meaningful

and impressive way in the eyes of viewers From there, we can apply this method to the back- -to school promotional campaign For example: Sunni Ha Linh is one of the famous faces and for young people who are suitable for this advertising campaign, her cheerful and pure image and chill music style easily attract attention

-Online sell plan:

+Directly on Honda's website: Honda Vietnam's official website often offers the option to buy a motorbike online Customers can visit Honda's website and learn about vehicle models, prices and configuration options Customers can then place their order online and make payment via accepted payment methods

+Ads displayed on Facebook: The buy now button will help customers grasp special back- -to school promotions and easily place orders quickly online

-Project template: The project will be promoted from June to the end of October

+The month of June is the time before entrance exams to high schools, colleges and universities,

so at this time parents may have planned to prepare their children for the intention of purchasing means of transportation , they can start to learn about brands, information, products, prices and features => This will be the appropriate time to start campaigns, brand advertising and incentives for the program back- -school motorbike buying program to

+July - October is the peak period, during this time the demand for motorbike purchases will increase sharply, when high schools and colleges continuously announce admission Parents will tend to refer to motorbike models, features, and prices on the Internet before making purchasing decisions Posters, videos, and SEO tools will help customers reach their needs, thereby helping them easily find incentives, features, and prices of Honda's existing products

3 Identify the key metrics you will measure and the type of data you will need for your

measurement s

+Tool to measure and control interactions on articles As on Facebook, we will control all parameters through the meta business suite

In general, there will be detailed parameters such as interactions, reach, link clicks, likes, comments and shares

Measure posting frequency and parameters of advertising posts compared to other competitors

+ Why brands choose tools to measure, control and compare effectiveness and research and development

4 Plan your approach to collecting your data the data you require and the sources —

(and tools) you will use

+ Honda collects customer data through the Unidays website and the system will provide full details of each customer's parameters and data through filling in and verifying information before receiving discounts from Honda

+ Uniday is a sales website for students in the education industry with preferential products globally

- Brand Measurements:

-

+ June 2022 sold 147,693

+ July 2022 sold 164,273

+ August 2022 sold 198,405

+ September 2022 sold 250,132

+ October 2022 sold 243,536

From June to October 2022, Honda Vietnam sold a total of 1,004,039 motorbikes nationwide In 2023, the "Honda back to school" campaign will be launched in June, July, August, September, and October on the occasion of students preparing for the new school year The number of motorbikes sold is expected to increase by about 15% compared to the same period last year nationwide

Consumer Outcomes:

+ Survey on the number of customers buying cars throughout the campaign

● With Vision accounting for 28% of sales in the scooter segment

● With Wave accounting for 19% of sales in the digital car segment

● With Winner-X accounting for 7% of sales in the manual transmission segment

● The remaining 46% of vehicle sale

Customer Value:

+ Organic Traffic: Run advertising campaigns stably and according to the company's reputation, articles about information when searching to buy motorbikes are always

at the top

+ Paid search: When searching for keywords such as where to buy a motorbike, the car displays articles about related parameters and when the customer enters it, there will be the manufacturer's parameters and in the article there are suggestions about the campaign and to Campaign access link in the article

+ Referral Traffic: When customers access, for example, from websites, articles about Honda launching promotional support campaigns for students, also known as

PR form from newspaper pages and to link information leads to the campaign, customers click on it and it will take them to the website

+ Social Traffic: Through social networking sites that hire KOLs or directly The company posts promotional articles about the campaign and the website link will

be placed through the content or pinned at the top of the comment below the article

+ Direct Traffic: when customers know information about video advertising

campaigns and information from people, customers can go directly to the

company's website to refer to the program

+ Email: Students, while preparing for the new school year, will be waiting for announcements from the school about the new year, which can be announced via email Students will regularly check their emails for information Based on that, the brand will send incentive programs to students

Attribution:

Because the campaign is an expensive product, the brand will generally divide it into 5 stages

- Stage 1: when the first advertisement reaches and displays the campaign to customers at about 10%

- Stage 2: when advertising is displayed repeatedly and interested customers click on the advertisement 15%

- Stage 3: After consulting the brand's motorbike products, add products to the cart for 20%

- Stage 4 considers products and consults specifications, advice from people and chooses a specific car 25% (the most important stage in the customer's decision)

- Stage 5: make a decision to choose a specific product 30%