Honda Canada: Spring retail sales event

This case study describes a Spring-time campaign in Canada by Honda, the car manufacturer, which launched its new season sales and countered negative price perceptions.

Honda Canada: Spring retail sales event

Grip Limited

Situation analysis

Overall assessment

Spring is a key selling period for the Canadian automotive category. To shift out of the slow sales months of January and February, manufacturers will do whatever they can to warm up the market. This makes it a very competitive period with many tactical sales messages in the market at one time. With manufacturers clamouring for attention, the challenge was to find a way for Honda to stand out.

During this key-selling period (March, April, & May) our goal was to get Honda onto the consideration set for...

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