Blog 6.1: Honda President’s Day Sale

Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product- Honda cars

Price- Actual price is not mentioned. However the purpose of this commercial is to raise awareness about the President’s Day Sale coming up.

Place- I saw this commercial while running at Fitness 19 at about 8:45 pm on Monday 3/11/13. I was watching Seinfeld on channel 45.

Promotion- This is a commercial featured on channel 45 in between Seinfeld episodes. It has two impersonators, one of Abraham Lincoln and the other of George Washington. There is hip hop music playing as Abraham Lincoln starts to sing, “Four score and many years ago, massive deal. Who’s your founding father?” Then George Washington joins in singing,”Red, White, and Blue too.” An deep male automated voice comes on saying, “Great deals and features come standard on our most popular Honda models. The president’s day sale is happening now at your Honda dealer.”

2. What industry(s) is the product or service a part of?

Auto. Retail. Travel.

3. Describe the target market.

Honda is a Japanese automaker that has made significant strides in their market penetration becoming the world’s largest motorcycle manufacturer. This commercial is using the humor appeal to grab consumers attention. This specifically targets, males who are watching Seinfeld and appreciate humor. This person is wanting to find a good deal on a car and is ready to purchase a car within the next few days.

4. Does it work? Why or why not? Any general observations?

I think that the commercial is funny, but I am not confident that this commercial furthers the overall brand values. The commercial is slightly odd and doesn’t add value to the quality of the company or the car. They are only using the humor appeal, which is not going to drive such a large purchase.


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