Dongfeng Honda CR-V Media Strategy Study

Before2004, consumers in China Auto Market had been considering SUV as cars thosewere rough and designed for country crossing. Similarly, the Media Strategy and MediaPlanning at that time were also rough and running on the track of“Spending=Volume=Attention=Sale”. The wish was as simple as spending increasing meanssale increasing. When it was still in a period of insufficient competition in SUV market, thespending is proportional to the sale. However, China Auto Market has been come up till todayand gets more than50brands, while there are over20brands in this segment of SUV market.It indicates that the media scene of China Auto Market is becoming complex and competitionis becoming fierce. Under this circumstance, companies will not be satisfied with a roughMedia Spending Plan.As a leader of SUV market, Dongfeng Honda CR-V launched a “New CR-V” in2007tobroaden a niche market of “Urban SUV” further. Afterwards, its sale climbed steadily from1,500/per month to15,000/per month and secured its position of leader in the segment ofChina Urban SUV market. Being different from Dongfeng Honda CR-V’s counterparts inSUV market, its Annual Media Spending has been dozens of millions, while competitorsspend hundreds of millions per year. However, Dongfeng Honda CR-V wins its competitors,in terms of numbers of customer visits and sale, because of its unique Media Strategy,including Target Customer Selection, Media Selection and Combination, and prompt reactionsas results of Media Evaluations. Therefore, to study the media strategy of certain successfulproducts will form a positive reference to help other enterprises build up proper mediastrategy of their own products’.This essay will be based on the historical review and marketing construction ofDondfeng Honda CR-V. With the multi-angle fact evidences from third-party authorities,including CTR, iResearch, Infosys, CMMS, etc., the analysis will be conducted by theRABOSTIC planning model according to the following steps:1. Study the prophase research and analysis, audience insight and the budget andobjectives formulation. 2. Discuss the interim strategy formulation and tactics implementation, in which themedia consideration of TV, radio, newspaper, magazine, outdoor and internet is included.3. Research the promotion proposal control in late stage, including the media impactevaluation4. Conclude all the study and consideration from the first three steps, and obtain resultsthat how Dongfeng Honda built up the media strategy from the insight of market, competitors,audience and media that led to the best effect, which makes CR-V a sales legend in the SUVmarket.