Honda has recently launched a marketing campaign through which they had consumers create "bucket lists" of things they would like to do or accomplish before they die. They then entered the consumers into a drawing for a new CR-V, and some consumers were fortunate enough to acquire a new vehicle. The target market that Honda was trying to reach was the 20-30 age group, in hopes of gearing their marketing campaign around the important decisions that they are making which shapes their lives.
The campaign also had a commercial that aired during the super bowl and starred Mathew Broderick, who was the star of the 80's movie "Ferris Bueller's Day Off". The film is about a high school student who chooses to play hookie rather than go to school, and finds himself going on an exciting adventure. This is also a movie that the target market can relate to, and be knowledgeable of. By using Broderick as a spokesperson Honda hopes to convince their target market to live spontaneously, and according to Honda they can help achieve this by purchasing their product. I end this blog with the question, is it foolish for companies to target such a specific group, when trying to sell a generalized product?
This is an all around good idea for a marketing plan. Although their target market may be geared towards the younger generation, everybody wants to live spontaneously and live an exciting life. Therefore, all consumers will want to be a part of the potential outcomes that could occur if they choose Honda. With the resurgence of the American motor industry, Honda is looking to enhance its sales in the North American market, which has always been a lucrative market for them. Through their creative marketing schemes I believe it will not be long before they achieve their sales goals.
Good question and one that any marketer needs to address -- what's the marketing strategy. You're suggesting they are using a concentrated tarket market strategy but wonder if a differentiated one is appropriate. It may be that there are other ads that do appeal to a different target segment, so I wonder about that (which would make it a differentiated strategy).
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