Honda has unveiled a new outdoor initiative to promote its new CR-V, the third in the series. The auto major will be concentrating more on outdoor promotions as they feel that their target group of high-end customers can be easily accessed in such a manner. This new car marks the launch of the third generation CR-Vs.
Elaborating on the marketing strategy for the new car, Arvind Bhatnagar, National Head- Sales, Honda Siel Cars India Ltd, said, “The CR-V’s target group is lifestyle customers. To reach them we will be organising promotional events at golf courses and multiplexes, hoardings as well as direct marketing.” The company also intends to send out direct mailers and also take referrals from the company’s existing customers.
Speaking about the positioning of the new CR-V, Masahiro Takedagawa, President and CEO, Honda Siel, said, “The car is a premium urban SUV, which will redefine the SUV segment in India and change the way SUVs are viewed and driven in India.”
Dentsu is the creative agency behind the campaign for the new Honda CR-V.
Our typical marketing budget is usually 10 per cent of the topline spend