Honda Odyssey 2010 Marketing Plan

1

Honda Odyssey 2010Marketing PlanMBA 551: Jimmy Godard Honda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/

2Less reliable than the Toyota

Road noise

Most expensive minivan

Areas of concerns about Honda Odyssey

Current Brand Status

Best resale value

Seating for eight available

Top safety ratings

Great facts about Honda Odyssey

ConsumerSearch (2010). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey

2010 Honda Odyssey

3

ScopeHonda Odyssey 2010 – United States Market Only – Marketing Plan

4

Background

First Generation (1995-1998) Chassis RA1 RA3

Second Generation (1999 – 2004) Chassis RL1

Third Generation (2005 – 2010) Chassis RL 3

Honda (2010) Beginning a New Odyssey in North America. Retrieved on January 29, 2010 from http://world.honda.com/history/challenge/1994odyssey/

http://world.honda.com/news/2008/4081016All-New-Odyssey/photo/pages/14.html

http://automobiles.honda.com/odyssey/

http://automobiles.honda.com/

5

Honda Odyssey First Generation

Debuted in 1995

Powered by a four-cylinder

engine

First minivan whose doors swung open

like a car

Came in two versions EX &

LX

LX sat seven passengers

Independent front seats, bench seats in the back

ISUZU bought the model & change the

name to OASIS

Honda (2010). Beginning a New Odyssey in North America. Retrieve on January 29, 2010 from http://world.honda.com/history/challenge/1994odyssey/CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/

6

Honda Odyssey Second Generation

Second generation started in 1999

Model bigger than first

generation

Door slid open unlike swinging

Powered by six cylinder-engine &

automatic four gear transmission

Seat folded into the floor

Warranty of seven years or 100,000 miles

Odyssey (1999) CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/

7

Honda Odyssey Third Generation

Third Generation grew in width and

weight

Delivered in four models: LX, EX, EX-

L, Touring

ACE body engineering

Side-curtain airbags & electronic

stability control

Dual glove boxes & in-floor Lazy Susan

storage

Odyssey (2005) Honda (2010). Retrieved on February 2, 2010 http://automobiles.honda.com/odyssey/CarSeek (2007) Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/

8

Product Positioning/ Industry LeadershipEXPENSIVE – More than $40,000

INEXPENSIVE – LESS than $40,000

MSRP: $26,805 - $40,755Rating - 9.0

Overall Score > = 9.0 Overall Score < = 9.0

2010 Kia Sedona

2010 Honda Odyssey

MSRP: $22,195 – $28,695 / R-8.5

2010 Toyota Sienna MSRP: $24,540

- $37,865/R – 8.5

2010 Volkswagen Routan MSRP: $25,900– $42,400/R – 8.5

2010 Chrysler Town & Country

MSRP: $25,175 - $35,060

Rating 8.2

U.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/

9

Industry PlayersOverall - 2010 Toyota Sienna 8.5

Performance: 8.1Exterior: 7.7Interior: 8.7Safety: 7.8

Reliability: 6.0

2010 Toyota SiennaTop Competitor84,064 units sold in 2009

Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.htmlU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans

Minivan with available ALL-WHEEL-DRIVE

10

Industry PlayersOverall - 2010 Kia Sedona 8.5

Performance: 7.5

Exterior: 6.9

Interior: 8.0

Safety: 9.9

Reliability: N/A

2010 Kia SedonaBest Budget Minivan


11

Industry Players

2010 Volkswagen Routan

Overall - 2010 Volkswagen Routan 8.5

Performance: 8.0

Exterior: N/A

Interior: 7.8

Safety: 9.9

Reliability: N/A


12

Industry PlayersOverall - 2010 Volkswagen

Routan 8.5

Performance: 8.0

Exterior: N/A

Interior: 7.8

Safety: 9.9

Reliability: N/A

2010 Chrysler Town & Country

83,558 units sold in 2009


13

OVERALL 9.0

Performance - 9.3

Exterior - 7.8

Interior – 8.9

Safety - 9.9

Reliability - 5.0

2010 Honda OdysseyBest full size minivan

100,133 units sold in 2009

Industry Players


http://images.google.com/imgres?imgurl=http://www.clipartguide.com/_small/0808-0710-1512-5017.jpg&imgrefurl=http://www.clipartguide.com/_pages/0808-0710-1512-5017.html&usg=__HFrxgeyKZxhPVUpxHxf0AKz5smI=&h=300&w=300&sz=10&hl=en&start=15&um=1&tbnid=KgVx2SLyv7THmM:&tbnh=116&tbnw=116&prev=/images?q=first+place&hl=en&um=1

14

Overall - 2010 Toyota Sienna 8.5

Performance: 8.1

Exterior: 7.7

Interior: 8.7

Safety: 7.8

Reliability: 6.0

Product Positioning/ Industry LeadershipTop Competitors

Overall – 2010 Honda Odyssey 9.0

Performance: 9.3

Exterior: 7.8

Interior: 8.9

Safety: 9.9

Reliability: 5.0

Overall - 2010 Kia Sedona 8.5

Performance: 7.5

Exterior: 6.9

Interior: 8.0

Safety: 9.9

Reliability: N/A

Overall - 2010 Volkswagen Routan 8.5

Performance: 8.0

Exterior: N/A

Interior: 7.8

Safety: 9.9

Reliability: N/A

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15

Product Description2010 Honda Odyssey 2010 Toyota Sienna

Delivers one of the best

combination of:

Performance

Quality

Interior versatilityStandard convenience

Safety features

Available in four trims: LX, EX, EX-

L & Touring


combination of:

Acceleration

Interior space

Largest minivan available

Available all-wheel drive

Available in four trims:

CE, LE, XLE & Limited


16

MSRP: $26,805 - $40,755

Invoice: $24,297 - $36,903

Avg. Paid: $25,835 - $38,949

Product Pricing2010 Honda Odyssey 2010 Toyota Sienna

MSRP: $24,540 - $37,865

Invoice: $22,329 - $34,077

Avg. Paid: $23,224 - $35,608


17

Product Place

2010 Honda Odyssey100,133 units sold in 2009

Sold primary through 1000 Honda dealerships across the US

2010 Toyota Sienna84,064 units sold in 2009

Sold primary through 1500 Toyota dealerships across the US

Hoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010 from http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-1.html

Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010 http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html

18

Product Description2010 Honda Odyssey 2010 Kia Sedona


combination of:

Performance

Quality


Safety features


L & Touring


combination of:

Lower price in its class

Longest warranty

Best value minivan

Available in three trims:

base model, LX, EX


19

Product Pricing2010 Honda Odyssey 2010 Kia Sedona

MSRP: $26,805 - $40,755

Invoice: $24,297 - $36,903

Avg. Paid: $25,835 - $38,949

MSRP: $22,195 - $28,695

Invoice: $21,760 - $26,820

Avg. Paid:$22,273 - $28,591


20

Product Place2010 Kia Sedona

Sold primary through 670 Kia dealerships across the US

PRNewswire (2010, February 2). Kia Motors America Announces January Sales. Retrieved February 2, 2010 from http://www.prnewswire.com/news-releases/kia-motors-america-announces-january-sales-83348262.html




21

Product Description2010 Honda Odyssey 2010 Volkswagen Routan


combination of:

Performance

Quality


Safety features


L & Touring

Delivers a combination of:

Mixed bag from Chrystler & Volkswagen

Roomy passenger

cabin

Offers free scheduled

maintenance for three years

or 36k miles

Available in four trims: S, SE, SEL & SEL

Premium


22

Product Pricing2010 Honda Odyssey 2010 Volkswagen Routan

MSRP: $26,805 - $40,755

Invoice: $24,297 - $36,903

Avg. Paid: $25,835 - $38,949

MSRP: $25,900 - $42,400

Invoice: $24,454 - $39,473

Avg. Paid: $24,698 - $40,154


23

Product Place2010 Volkswagen Routan

Sold primary through 600 Volkswagen dealerships across the US

Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010 http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-1.html




24

Product Description2010 Honda Odyssey 2010 Chrysler Town & Country


combination of:

Performance

Quality


Safety features


L & Touring

Delivers the combination of:

Flexible seating & cargo options

Swivel ‘n Go seating

Family-friendly features

Available in four trims: LX,

Touring & Limited


25

Product Pricing2010 Honda Odyssey 2010 Chrysler Town & Country

MSRP: $25,175 - $35,060

Invoice: $24,143 - $33,039

Avg. Paid: $24,473 - $33,742


MSRP: $26,805 - $40,755

Invoice: $24,297 - $36,903

Avg. Paid: $25,835 - $38,949

26

Product Place2010 Chrysler Town &

Country84,558 units sold in 2009

Sold primary through 4500 Chrysler dealerships across the US

Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html




27

Product Promotion

Advertising

Billboards

TV ads

Internet ad

Publicity

Press

Public Relations

Suzuki Circuit Traffic Education

Center

National Highway Traffic Safety

Administration

Automobile Magazine

Dealerships

Promotions

Specials

(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.Honda (2010). Retrieved February 2, 2009 from http://world.honda.com/community/James, J. (2006) You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd from http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15. Retrieved from Business Source Complete database.U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/

http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1

http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/

28

Available Products2010 Honda Odyssey: LX

Transmission: AUTO MPG: 16 City / 23 Hwy

Engine: Gas V6 3.5L/212

MSRP: $26,805

Invoice: $24,297

2010 Honda Odyssey: EX



MSRP: $29,905

Invoice: $27,098

2010 Honda Odyssey: EX-L



MSRP: $33,405

Invoice: $30,261

2010 Honda Odyssey: Touring



MSRP: $40,755

Invoice: $36,903

Honda (2010) Retrieved on February 5, 2009 from http://automobiles.honda.com/odyssey/price.aspx

29

Primary target marketDemographic

Variables

Women

Consumer Age 35-44

Middle & Upper middle

class

Established families

Three-child household

Geographic Variables

Suburban area

Psychographic Variables

Stay at home moms

Soccer moms

Professional moms

Behavioristic Variables

Heavy user

School/Sports events

Shopping

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete databasePRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd, 2010 from

http://www.automotive.com/auto-news/02/21457/index.html

2010 Honda Odyssey

30

Demographic Variables

Empty Nesters

Consumer Age 25-34

Middle & Upper middle

class

New families


Metropolitan area

Suburban area


Empty Nesters

Stay at home moms

Soccer moms

Professional moms


Heavy user

School/Sports events

Shopping

Vacation

2010 Honda Odyssey

Secondary target market

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search complete databasePRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire. Retrieved on February 2nd, 2010 from

http://www.automotive.com/auto-news/02/21457/index.html

31

2010 Honda Odyssey

Tertiary target marketDemographic

Variables

Children

Hispanic males


Metropolitan area

Suburban area


Family men


Regular users

Ride minivan > 2 hrs/week

PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the Buying Process of a Minivan. PRNewswire. Retrieved on February 3, 2010 from http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-imagination-of-children-in-the-buying-process-of-a-minivan-83397492.html

32

Relationship Marketing

Honda (2010) Leasing a Honda. Retrieved on February 3rd, 2010 from http://www.hondafinancialservices.com/planning/lease.asp

THE HOND

A GRADUATE PROGRAM

•Allows graduates to a Honda with small initial cash

•Allow graduates to build credit rating

•Applicable to all graduates of Associates, Bachelors, and Master degrees

•Applicable to graduates from registered nursing programs

THE LEADER

SHIP LEASIN

G LOYALT

Y™ PROGR

AM

•Great lease specials for recent graduates

•Special lease incentives to current lease Honda owners

•Security deposit waived on new lease

•Great offers on 2010 Odyssey LX featured special leased

WEB SITES

FUNCTIONALI

TY

•Consumers search for local dealer on line

•Consumers receive price quotes online

•Consumers Get pre-approved online

•Limited dealership interaction

Maselli, J. )2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on February 3rd, 2010. http://www.informationweek.com/823/honda.htm;jsessionid=052O2S2AMW1OFQE1GHOSKHWATMY32JVN




Relationship Marketing

33Source: Jimmy Godard

TRADE-IN

PROGRAMS

•Special incentives to current Honda owner trade-in a Honda for a new Honda

•Special financing incentives

•Special maintenance incentives for consumers with multiple Honda automobiles

NEW BUYER PROGRAM

•Special maintenance incentives for consumers with multiple Honda automobiles

•Special incentives for new market segments

EXISTING

CUSTOMER PROGRAM

•Anniversary maintenance offer/discount

•Special package maintenance




34

Top safety ratings

Seating for eight available

ReliableAgility, ride smoothness

Best resale value

Strengths




35

Weaknesses

Expensive minivan Road noise Less reliable

than Toyota

ConsumerSearch (2009). Retrieved on February 2, 2010 from http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey

http://images.google.com/imgres?imgurl=http://www.businesspundit.com/wp-content/uploads/2009/02/dollars.jpg&imgrefurl=http://www.businesspundit.com/does-the-us-need-to-maintain-the-worlds-financial-confidence/&usg=__IhljbjyqYX9pdSDtx5JlApsh8Uw=&h=500&w=500&sz=58&hl=en&start=1&um=1&itbs=1&tbnid=MZynETSW3lF9SM:&tbnh=130&tbnw=130&prev=/images?q=dollars&hl=en&um=1

http://images.google.com/imgres?imgurl=http://3.bp.blogspot.com/_mGMUxSe_j0I/R_gVJPgs4II/AAAAAAAABNE/tbsaBgtdFWE/s200/car+noise.gif&imgrefurl=http://studentsagainstclimatechange.blogspot.com/&usg=__KJki7-Lgt1xWvWX3VKwhCKp-TKw=&h=122&w=134&sz=7&hl=en&start=3&um=1&itbs=1&tbnid=F1mWsyzfqjkGDM:&tbnh=84&tbnw=92&prev=/images?q=car+noise&hl=en&um=1

http://images.google.com/imgres?imgurl=http://www.priorityhondachesapeake.com/images/honda_service_repair_man.jpg&imgrefurl=http://www.priorityhondachesapeake.com/honda_collision_repair.php&usg=__XGqpJuR9rrEDlEyFtetiZyDHoDI=&h=287&w=451&sz=30&hl=en&start=18&um=1&itbs=1&tbnid=NB_GkoYJxVmw3M:&tbnh=81&tbnw=127&prev=/images?q=honda+servic&hl=en&um=1





Opportunities

36

New Competitive Market

U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.htmlEdwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006? Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf

Opportunities

37

New Odyssey Generation

Source: Jimmy GodardHonda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/

Reliability

Ingenuity


http://images.google.com/imgres?imgurl=http://www.instablogsimages.com/images/2008/05/31/skydivers-honda_TUqLx_7548.jpg&imgrefurl=http://www.adpunch.org/entry/skydiving-new-honda-accord-advertising-stance/&usg=__TFEL88NkOl0D6xA-pEQqbj_tEU4=&h=481&w=550&sz=51&hl=en&start=10&um=1&itbs=1&tbnid=PTn-PMHzpb2mSM:&tbnh=116&tbnw=133&prev=/images%3Fq%3Dhonda%2B%252B%2Bingenuity%26hl%3Den%26um%3D1

38

ThreatsToyota released the 2011 model first

Crucial US economy being in a downturn

Competitors offer lower price minivans

Toyota has more dealerships than Honda

Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from http://www.automobile.com/2011-toyota-sienna-review.html

39

Honda assists the Little League Baseball

Honda sponsors the efforts on Little League Baseball’s

Urban Initiative

Honda contributes $100,000 annually to Urban Initiative

Honda teaches parents how to run a little league

Honda seeks to help Little League Baseball fulfill its

fundamental mission

Honda displayed an Odyssey at the Little League World Series in Williamsport, PA

Honda creates yearly new collectable Honda pins and hand them out at the Little

League World Series

Societal Marketing

Little League Baseball®

Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-sponsorships/little-league-sponsorship.aspx


40

New Ideas

Maintain the current marketing strategy

Enhance Product Improvement

Boost the current marketing integrated communication

41

New IdeasProduct enhancement

Transmission receives mixed reviews

Suspension does not shield against harsh terrain

Eighth seat only suitable for children

U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved on January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey

HONDA ODYSSEY 2010 WEAK POINTS


42

New IdeasEmbrace Ingenuity

Gas-electric hybrid minivan

Four-wheel-drive minivan

Diesel-powered engine

"We only have on Future, and it will be made of our dreams." Soichiro Honda Source: Jimmy Godard

Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/

43

New IdeasSupporting the community

Supporting social events for family safety• Educate pregnant women on caring for unborn child• Advocate for the life of babies• Sponsor the Child Safety Day• Provide scholarships to seniors in High School• Leverage on existing programs

Benefits• Honda cares for family safety• Blends well with Honda core values• Good public relations

Source: Jimmy GodardHonda (2010). Retrieved on February 5, 2010 from http://world.honda.com/

http://family-123.com/safety_is_priority.html

http://images.google.com/imgres?imgurl=http://www.cassidyadvertising.com/ca/images/pr.jpg&imgrefurl=http://www.cassidyadvertising.com/ca/pr.htm&usg=__uUGo5gIOvWcOJrxpuOyLVpDjcOM=&h=300&w=320&sz=23&hl=en&start=11&um=1&itbs=1&tbnid=68gI9pF_JSRWZM:&tbnh=111&tbnw=118&prev=/images%3Fq%3Dpublic%2Brelations%26hl%3Den%26um%3D1

44

References

(n.d). Honda recalls cars. Advertiser, The (Adelaide), Retrieved from Newspaper Source database.

Automobile (2010, February). 2011 Toyota Sienna Preview. Retrieved on February 5, 2010 from

http://www.automobile.com/2011-toyota-sienna-review.html

CarSeek (2007). Retrieved on February 2, 2010 from http://www.carseek.com/reviews/honda/odyssey/

ConsumerSearch (2009). Retrieved on February 2, 2010 from

http://www.consumersearch.com/minivan-reviews/2010-honda-odyssey

Edwards, A & Edwards, D. (2007). Who Won the Hearts and Minds of the Ethnic Customers in 2006?

Retrieved on February 5, 2010 from www.strategicvision.com/pdf/auto_2006_ethnic_report.pdf

James, J. (2006). You Tube: Honda Odyssey Spanish TV Ad. About.com. Retrieved February 2nd

from http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1

Healey, J. (2009). Toyota bets minivans are coming back. USA Today, Retrieved from Academic Search

Complete database

http://minivans.about.com/b/2006/11/05/youtube-honda-odyssey-spanish-tv-ad.htm?p=1

45

ReferencesHonda (2010). Retrieved on February 2, 2010 from http://automobiles.honda.com/odyssey/

Honda (2010). Retrieved on February 2, 2010 from http://world.honda.com/community/

Honda (2010). Retrieved on February 5, 2010 from http://world.honda.com/

Honda (2010). Retrieved on February 5, 2010 from http://automobiles.honda.com/odyssey/price.aspx

Honda (2010). Retrieved on February 4, 2010 from http://automobiles.honda.com/events-and-

sponsorships/little-league-sponsorship.aspx

Honda (2010). Beginning a New Odyssey in North America. Retrieve on January 29, 2010 from

http://world.honda.com/history/challenge/1994odyssey/

Hoovers (2010). Chrysler Group LLC. Retrieved on February 2, 2010 from

http://www.hoovers.com/company/Chrysler_Group_LLC/rfyyci-1.html

Hoovers (2010). Honda Motor Co., Ltd. Retrieved on February 2, 2010

http://www.hoovers.com/company/Honda_Motor_Co_Ltd/crxjki-1.html


http://automobiles.honda.com/events-and-

http://automobiles.honda.com/events-and-

46

ReferencesHoovers (2010). Toyota Motor Corporation. Retrieved on February 2, 2010 from

http://www.hoovers.com/company/Toyota_Motor_Corporation/crxxsi-1.html

Hoovers (2010). Volkswagen of America, Inc. Retrieved on February 2, 2010

http://www.hoovers.com/company/Volkswagen_Of_America_Inc/cysksi-1.html

Kent, D.(2010) Honda Odyssey is best-selling U.S. minivan for second consecutive year. The Birmingham

News. Retrieved on February 3, 2010 from http://blog.al.com/assembly-lines/2010/01/post_19.html

Maselli, J. (2001) Honda Revs Up Relationship with Dealers, Customers. Informationweek.com. Retrieved on

February 3rd, 2010. http://www.informationweek.com/823/honda.htm;jsessionid

=052O2S2AMW1OFQE1GHOSKHWATMY32JVN

PRNewsWire (2006). Consumers Age 35-44 are most likely to buy a car in the next six months. PRNewswire.

Retrieved on February 2nd, 2010 from http://www.automotive.com/auto-news/02/21457/index.html

http://blog.al.com/assembly-lines/2010/01/post_19.html

http://www.informationweek.com/823/honda.htm;jsessionid



47

PRNewswire (2010, February 2). Kia Motors America Announces January Sales.

Retrieved on February 2, 2010 from http://www.prnewswire.com/news-releases/kia-motors-america-

announces-january-sales-83348262.html

PRNewswire (2010). New Honda Odyssey TV Ad Leverages the Passion and Imagination of Children in the

Buying Process of a Minivan. PRNewswire. Retrieved on February 3, 2010 from

http://www.prnewswire.com/news-releases/new-honda-odyssey-tv-ad-leverages-the-passion-and-

imagination-of-children-in-the-buying-process-of-a-minivan-83397492.html

Rafee, A. (2004). Brand impact depends on seeing what the user sees. New Media Age, 15. 15.

Retrieved from Business Source Complete database.

U.S. Census Bureau (2010). Hispanic Population of the United States. Retrieved on February 5th, 2010 from

http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.html

References

http://www.census.gov/population/www/socdemo/hispanic/hispanic_pop_presentation.html

48

ReferencesU.S. News Rankings & Reviews (2009). Retrieved on February 2, 2010 from

http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/

U.S. News Rankings & Reviews (2009). Honda Odyssey – What the Auto Press Says. Retrieved

January 22, 2009 from http://usnews.rankingsandreviews.com/cars-trucks/Honda_Odyssey/

http://usnews.rankingsandreviews.com/cars-trucks/rankings/Minivans/


Documents

Honda Odyssey 2010 Marketing Plan