HANOI UNIVERSITY

UNIVERSITY OF
OF SCIENCE
SCIENCE AND
AND TECHNOLOGY
TECHNOLOGY
HANOI
THE UNIVESITY
UNIVESITY OF
OF NORTHAMPTON
NORTHAMPTON
THE

ASSIGNMENT
SUBJECT:
HONDA VIETNAMs MARKETING MIX (4Ps)
AND COMPATITIVE ANALYSIS

Professor:
Student

Nguyen Thi Mai Anh Phd

Tran Thu Huong

June 2016

CONTENTS

PREFACE........................................................................................................................................3
1.1. Introduce Honda Vietnam
1.2. Honda Vietnam and Competitorss Market share
2.
COMPARISON OF MARKETING MIX (4Ps) STRAGETIES OF HONDA VIETNAM AND
COMPETITORS............................................................................................................................10
2.1. Product
2.2. Price
2.3. Place
2.4. Promotion

10TH JUNE, 2016

2

PREFACE
Together with the rapidly expandation of population and urbanization, the demand for
transport in Vietnam has been increasing sharply in recent years.
According to Census 2015, Vietnam has reached a population of 90.7 million following with
46.065.091 registered vehicles including 43.485.416 motorcycles in accordance to a Report of
Vietnamese Government in September 2015. That means averagely every two Vietnamese people
own one motorcycle. This is such the highest rate in the world.
An evidence proved that this market reached an average of 930 motocyles per 1000 people in
Ho Chi Minh City, that makes Viet Nam completely standing out among other areas.

Source: http://autodaily.vn/2016/06/tuong-lai-nao-cho-thi-truong-xe-may-viet/
The motorcycle market in Vietnam has changed much over the years. In the detail, there were
3.3 million motorcycles sold in 2011, then the market decreased 200,000 motorcycles in 2012
(3.1 million). In 2013, the number of sold motorcycle is 2.8 million, but in 2014 it continued to
decline to 2.7 million, then it has been nearly 2.8 million in 2015.
Evaluation of the motorcycle market in 2016, motor vehicle sales is expected to remain at
2015s level. As well as promoting the brand, the motorcycle producers will find the way to
breakthrough by their own strategic marketing.
The demand for large motorcycles in Vietnam is great. The more effortness producers make
to continue improving their motorcycles to enhance competitiveness, the more choices
consumers have. There has been a big change in motorcycles demand for the past decade. A large
segment of Vietnamese consumers demand for motorcycle has been changed from the purpose
of travel to the expression.
3

In the last decade, if we mentioned Honda, it meant super dream, wave, future, etc.
There was the strong competition between Honda and Yamaha. But in recent years, the
appearance of some luxury brand like Vespa, Liberty, SH, Dylan, etc. has met the needs of
consumers expression.
The map of motorcycle brands in the Vietnam market has been fluctuating constantly. But
there is a fact that Honda Vietnam, who was well-known since 1996, always keeps the leading
position for decades. It is a brilliant exploit for one brand in a growing market like Vietnam.
Honda Vietnam's strength is not only the prestige brand of the No. 1 quality but also the No.
1 marketing efforts. A methodical and effective strategic marketing helped Honda Vietnam
success. That is why I choose the topic: HONDA VIETNAMs MARKETING MIX (4Ps)
AND COMPETITIVE ANALYSIS.

PART 1: INTRODUCTION OF HONDA VIETNAM AND ITS COMPETITORS

1.1.

Introduction of Honda Vietnam

Honda is the good brand from Japan. It has been considered the largest motorcycle

manufacturer in the world since 1989.

In March 1996, Honda officially invested in Vietnam. Honda Vietnam Company is a joint
venture of three partners: Honda Motor Japan (42%), Asian Honda Motor Thailand (28%) and
the Vietnam corporation of dynamic and agricultural machine (30% - This is also the
corporations involved in Toyota Vietnam).

In May 12/1997, Honda Vietnam launched the market with the first Super Dream. The
commencement of the first factory was occurred in 1998, and in 2002 Honda Vietnam started
exporting motorcycles to the Philippines simultaneously with supplying for almost domestic
demand of motorcycle. 6 years later, in 2008, the 2nd motorcycle factory was built.

Source: https://honda.com.vn/gioi-thieu/gioi-thieu-honda-viet-nam/
So far, for over 20 years of operation, Honda Vietnam has owned 10.208 employees, 3
manufacturing factories with capacity of 2.5 million units per year.Honda Vietnam has currently
authorized 640 dealers (HEAD) nationwide.
That achievement subject to the early presence of Honda in Vietnams market so that Honda
can maintain an impression on customers. Besides Honda has been highly evaluated by its
5

effective marketing stratedy as price policy and reasonable products to customers from averaged
to high income, appropriated distribution, promotion policy aimed to Vietnameses
psychographics by slogan I Love Vietnam.
Honda Vietnam proudly provides our customers with its high quality products, dedicated
service and contributions for a society of healthy transportation. By slogan "Power of Dreams",
Honda wants to be share and fulfill their dreams by creating new happiness to human and
society. The success of Honda Vietnam today is based on the permanent and sustainable
development by three philosophies: the basic belief, company guiding principle and management
policy.
Basic Beliefs
The foundation of company guiding principle includes two basic beliefs.

Respect people: requires Honda to encourage and develop these characteristics in the
company by respect individual differences and trust each other as equal partners.

Three happinesses: shopping happiness, saling happiness and happiness of creation.

Company guiding principles

6

Maintaining a global opinion, Honda always try their best to provide products with the best
quality, reasonable price to satisfy customers all over the world.
Management Policy

Always reach by ambition and youthful.

Respect solid theory, develop new ideas, and to use the most efficient time.
Interested in work and encourage open communication.
Constantly striving for a harmonious working processes.

Always interested in the value of research and effort.

1.2. Market of Honda Vietnam and their competitors
According to statistics in 2014 of Vietnam
Association of Motorcycle Manufacturers VAMM,
total sales of the 5 largest FDI motorcycle
companies in market as Honda, Yamaha, Suzuki,
SYM and Piaggio, reaching more than 2.71 million
vehicles. In particular, the market of Honda
motorcycles in Vietnam accounted for 70.40%,
while other manufacturers accounted for only
29.60%. This figure shows that Honda Vietnam aim
a large and sustainable market for many years
although the market had a significant turnaround in
demand for fashionable scooter and car companies
like Piaggio, SYM, Yamaha ...
Source: http://news.vn/thi-truong-xe-may-2014.html
Turnover of the 5 companies also showed consumption of cars of Honda Vietnam
outperformed in comparation to others: Achieved nearly 2 million units ahead of its nearest rival
Yamaha with consumption of only 633 million vehicles in 2014. This figure with the ex-factory
price of about 25 million/year, the motorcycle segment has earned at least 50,000 billion for
Honda.

Source: http://otoxemay.songmoi.vn/thi-truong/thi-truong-xe-may-viet-nam-nam-2014
Together with economy development, the motorcycle market has been facing with stiff
competition from car market, that leads to sales figures in Hanoi and HCMC. HCM almost
unchanged during the last 5 years. However, according to the analysis of Nikkei, segment of
motorcycles in provincial cities are still potential to exploit.
With over 70% market share, Honda Vietnam is still the No. 1 brand of motorcycles and
has many advantages over the coming years. Based on the charts ranking VNR 500, 2014 sales
of Honda Vietnam reached about 60,000 billion, ranking the 15 th last year and ranking the 3rd in
the FDI sector, after Samsung Electronics Vietnam and Vietsovpetro.

Honda Vietnam ranks 7th about profit in the market

Source: http://cafebiz.vn/cau-chuyen-kinh-doanh/thi-truong-xe-may-bao-hoa.chn
The figures above show business production capacity of Honda Vietnam superiority
compared with their competitors. To get this result, which marketing strategy Honda Vietnam has
applied and which competitive advantage help Honda Vietnam maintain its position in terms of
competition getting fiercer?

PART 2: COMPARISION ON MAKERTING STRATEGY BETWEEN HONDA

VIETNAM AND ITS COMPETITORS
Honda Vietnam is one of the few successful companies in 4P when applying marketing
strategy to market. Strategy of Product, Price, Distribution and Trade Promotion of Honda
Vietnam to ensure high uniformity, mutual reciprocity and orientation for customers and society.
2.1. Product Trategy
2.1.1. Product Strategy of Honda Vietnam
By mentioning Honda, reference is made to its long-term durability and energy saving.
Honda has been successful in locating product characteristics on consumer awareness through
decades. This is one of Honda Vietnams substainable advantages.
Honda's product strategy consists of 4 points:
-

Diversification of product categories for all market segments

Constantly renew product designs and models

To maintain and enhance the reputation for quality products

Committed to environmentally friendly products

This strategy is described in the list of Honda Vietnam motocyles in market which is
continuously expanding. Honda provides 12 kinds of motocyles from popular segment to high
standard segment, from manual bikes to automatic bikes, from low price to high price suitable
for many social class.
Honda Vietnam Product Categories in 2016 (see attached appendix)
Every year, Honda Vietnam constantly research and develope new product to meet the
changes of Vietnamese userss demand from design, model, color, premium features. For each
line of products, Honda Vietnam also focus on design of different appearances and colors to meet
the needs expressing themselves of consumers. For example:
10

After the strong imprint of Super Dream cars, cars became Wave's flagship product with lots
Hoda Vietnam versions to meet the needs of the majority of the people of Vietnam have the
average income level, rather: Wave alpha, RS wave, wave B, wave RSX, ... colorful, diverse
styles and price suitable for both men and women, young and old, urban and rural.

Few kinds of wave Honda motobike

If Wave line focus for low and moderate income, the Air Blade is featured cars for highincome groups. Air Blade product line with the versions: Air Blade FI Magnet, Air Blade FI, Air
Blade Repso. Inside
Air Blade FI Phoenix Magnet is majestic symbol wings with premium paint magnetically,
PGM - FI technology leader in electronic fuel injection, fuel-efficient and safe to use, versatile
safety locks , the huge trunk.
Air Blade FI technology PGM - FI sporty styling, impressive with 3 black, red, white, strong,
personality ...

The success of a strategy to diversify products is also reflected in that Honda Vietnam
always ensures to maintain and enhance the reputation and quality of each product. Reputation
for the quality of the products and brands for customer Honda is considered a vital element of the
11

company. All the products of Honda Vietnam absolute compliance with the strict standards of
global quality: The durable, powerful engines, less fuel consumption, and environmental
friendliness.
The middle and high product demand Honda Lead, Click, Vision, SH, Air Blade, ... all use
fuel injection technology PGM-FI electromagnetic Euro 3 standard for emissions. While the
furture, Wave, ... . In particular, the product of Honda Vietnam always comes with the best
warranty.
2.1.2 . Comparative of Honda product strategy with rivals
If Honda Vietnam's product positioning High durability; Energy saving; Environmentally;
friendly; and market coverage strategy with product diversification, the competitor is Yamaha,
Piaggio, SYM, Suzuki focused on different strategies.
About positioning product characteristics.

Brand
Honda

Properties product

Target

Kind of product

Durable , fuel-efficient ,

Cover all market

13 types
environmentally friendly
Yamaha
Fashion
Youth
11 types
Piagio
Senior
Fari sex
5 types
SYM
Modish
Woman, youth
8 types
Suzuki
Sport
Man
13 types
According to the Association of Vietnam motorcycle production (VAMM) in 2015, sales of
scooters accounted for about 52-53% of all vehicles produced. Accordingly, Yamaha is
considered the most powerful opponent of the Honda when developing strategies to apply the
scooter both trendy and diverse designs.
Years ago the number of vehicles in the domestic market Yamaha always higher proportion
than the scooter, but in 2015 this proportion is equally as 50:50, while sales of scooters for
females increased significantly. While the volume of vehicles sold by Honda Vietnam in 2015
and approximately 54% are scooters and motorcycles to 46%.

12

Notably in product strategy, yamaha is closely following Honda with similar vehicles.
Yamaha always give the car corresponds to Honda for consumers to compare and choose from.
Example Field Yamaha Grande would correspond to Honda or Yamaha line will correspond
Novo Honda Air Blade.
Similarly, the segment of fashion scooter Piaggio Vietnam is also gaining market share not
less. The carmaker is rapidly catching up the trend in demand is shown by 1 unit high-income
users and it has different strategic options for the products both in design style and high price
exceeds the sky.
With this policy, impressed with the Piaggio Vespa, Liberty, ... very chic and stylish. Along
with the high-end segment, Piaggio has not forgotten the lower segment with Zip cars, compact
design Fly is yet not losing the user's level. Most of Piaggio products are expensive petrol,
expensive spare parts, ... but car sales continued to increase over the years, and the majority of its
users, this car feels proud that Piaggio class gives their products.
SYM is still struggling firms with product strategy. When their cars without being clear
positioning. Most recently, in an effort to research and develop trendy car line upgrade SYM
Atila line becomes echo of a time line of its flagship car.
Attila Attila Victoria, Attila V, Attila Elizabeth. This is a mid-range cars can match the Honda
Vision line, Zip Piaggio, Yamaha Nozza Atila Atila Victoria ,Atila V, Attila Elizabeth.
Comparing the characteristics of one of the typical models as followings.

HONDA Lead

YAMAHA Acruzo
13

PIAGGIO Fly

SYM Attila Venus

Regarding to Machine:
HONDA Lead

YAMAHA Aczuro

ESP 125 cc engine , 4-

Engine block is equipped

PIAGGIO Fly

SYM Attila Venus

stroke , electronic fuel

with the technology of the

Piaggio Fly 125 equipped

cc engine capacity of 8.3

injection , single-

company Blue Core

L.E.A.D.E.R engine ,

hp / 7500 rev / min ,

cylinder , liquid -cooled ,

features . Capacity 125cc ,

cylinder capacity of 124 cc

maximum torque of up

producing maximum

4-stroke , single cylinder ,

, 8.0 kW maximum power

to 8,6Nm / 6500 rev /

power of 11.3 hp at

SOHC , 2 valves , cooled

at 8,250 rev / min ,

min

8,500 rev / min ,

by forced air , CVT

maximum torque of 6,500

maximum torque 11 , 6

transmission , electronic

Nm at 9.6 cycles / min

Nm at 5,000 rev / min

fuel injection capacity Fi

Attila Venus was 124.6

Produces hp at 6,500 8.3

cycles / min .

In terms of engines, the four firms are equipping their products with the engine parameters are
quite similar. However, it seems that the Honda engine has the durability and marginally better
fuel economy than the remaining three opponents, according to the user manual.
14

Design:

HONDA Lead

YAMAHA Aczuro

PIAGGIO Fly

Design pretty big and

Slim car looks more

Fly has inherited many

SYM Attila Venus

clunky , slightly lower

feminine with bodywork

design elements of the

Luxury car design , 125

chassis , designed rear

designed European style

Piaggio Liberty trendy , a

Venus Attila very

lights with LED

elegant , urban style .

name that attracts

feminine beauty , style

-illuminated Led demi and

Seamless Acruzo front and

attention. Overall, the

with a hint of classic into

quite beautiful . Overall

rear of impressive design ,

design of the Piaggio Fly

a modern car . Venus

design of the Lead

LED positioning lights

looks into modern designs

matching more objects

anonymous sure, wear

front for a modern and

, matching more objects

using

resistance design style

elegant flair

used .

seems quite " old "

In terms of design, models from Honda seems less prominent, not bring more fashion lines.
This is a notable weak point to this innovative car manufacturers design products catch the
competitors in the market..
Facilities:
HONDA Lead

YAMAHA Aczuro

PIAGGIO Fly

- Extra-large trunk ( 37

SYM Attila Venus

- Jacob wide car with 28

liters ) , users can

- Extra-large trunk ( 37

- Jacob 's smaller car but

liters of volume , smaller

maximize the storage

liters ) , users can

also Lead the storage

than the Lead is also in

capacity of this ultra wide

maximize the storage

capacity is quite good -

the trunk of the car with

trunk

capacity of this ultra wide

The gas tank to the front

broad market

- Open the front fuel tank

trunk - Open the front fuel

though but need to

- The gas tank is located

easily , no need to

tank easily , no need to

withdraw keys to open the

the car, easily opened by

withdraw the key

withdraw the key - Open

fuel tank cap - Open the

turning the key in the

- Open the trunk does not

the trunk nor should

trunk to pull the key for

lock key , useful for the

need to withdraw the key

withdraw just press the key

the trunk lock is located

process of refueling

that just press the button

that locks the button next

directly on the trunk -

- Open the trunk using

next to the locks are being

to it. - Hook the leg room

Utility Hook also quite

the buttons next to the

- Hole in the car storage is

furniture also maximize the

convenient front

locks , while the boot is

very handy if you store

ability of the vehicle to

also equipped with lights

15

small objects such as

masks , phone ...
- Hook the leg room
furniture also maximize

bring supplies - Car locator

feature to find the position

handy

at a public parking lot .

the ability of the vehicle

to bring supplie

Overall, undeniable that Honda Lead usability gives customers more prominent than those of
rival products such as large trunk, which contains many more maps, easy to refuel ...
Performance:
HONDA Lead

YAMAHA Aczuro

PIAGGIO Fly

SYM Attila Venus

- Tubeless Tires , small

- Tubeless Tires ,

Tubeless Tires , large size

- Tubeless Tires ,

suitable only go on the

asymmetrical structure

suitable location away

smoothness , balance

road is flat and not too

and vibration damping for

hinh.Tuy variety of course ,

while moving

rough

the car

quite shock Fly on the go .

- Run smoothly ,

- Vehicles moving quite

- Run the language

- Piaggio Fly to the driving

accelerate slowly but

smoothly even in the

problem quite sensible

experience of a fairly

went pretty smooth ,

speed of 30-60 km / h

but slightly noisy ,

powerful car

smooth away most of

- The seat is spacious,

vibrating slightly initial

- Seats not be appreciated ,

about 30-50 km / h

comfortable for both

acceleration . Acruzo best

too small , and especially

- Seats with moderate

driver and passengers

go about 30-50 km / h

does not make sense for the

slope and quite spacious

behind

- Seats with moderate

passenger comfort

- CBS combined braking

- Safe disc brake system .

slope and quite spacious ,

- Brakes are considered to

system ( both front brake

System hydraulic shock

very comfortable for the

be quite hard sometimes

and rear brake ) , safety

absorber damping feels

driver and all passengers

cause hard feelings go

and shorten the braking

just smooth , comfortable

behind

- Tail quite heavy , so if will

process more

- Disc brake system for

be very hard WALKED

- Smart Idle Stop

operating safety of

automatically , save gas

vehicles
- Headlights quite bright
in the dark road
conditions , even foggy
road

Overall Lead Honda showed the ability to operate at average levels compared with rivals.
The strength of the product's durability, fuel economy, safety braking system and comfortable
accommodation blocks.

16

2.2. Price strategy

2.2.1. Price strategy of Honda Viet Nam
Along with the product strategy, pricing strategy is spearheaded by Honda Vietnam to help
the company gain market share in the last 20 years sustainable.
Pricing strategies of Honda Vietnam also go towards diversification according to the product
line. Honda has proven to be genuine Vietnam-savvy users when making policy right price for
each customer segment corresponding to each product line.
With affordable product lines such as Wave, Dream ... Honda raised the price from 10-20
million. With the midrange line as Lead, Vision, Air Blade, ... are sold at prices ranging from 25 45 million, while the high-end line as @, Dylan, SH ... rates ranged from 60 million or more.
2.2.2. Compare pricing policy with competitor
Demand for motorcycles tend to level off when oto rising demand, while consumers have
many opportunities to compare and choose suitable products, most car manufacturers are
applying competitive pricing policy.
Yamaha continues to be confronted with the Honda car company when most of the cars are
the same price, the difference is very small. Example prices 2016 Yamaha Grande dongcanh
39.99 million against $ 40 million Honda Vision. Yamaha models 34.990.00 Acruzo copper
prices to compete with Honda Lead Price 37.49 million.
Yamaha noticeable valuation techniques using a tail 99 for most products. This is one
technique to stimulate small and levied on the buyer psychology.Other Yamaha and Honda,
Piaggio with class positioning for the car should still successful company when choosing a highprice strategy. Beverly typical line for 147.3 million VND; Liberty to 57.5 million VND or the
small cars segment is lower than Zip, Fly also at 35 million and 41 million.
Compare prices of some competing models typical of the firm:

17

Honda Lead

Yamaha Acruzo

Piaggio Fly

Attila Elizabeth

Suzuki Hayate

HONDA

YAMAHA

PIAGGIO

Attila

Suzuki

Lead
Aczuro
Fly
Elizabeth
Hayate
37.490.000 VN
34.990.000 VN 43.900.000 VN 35.500.000 VN
25.200.000 VN
This suggests, the car company has strategic price competition to gain market share in the
mid-range market segment.
2.3. Strategy for Distribution Products
2.3.1. Strategy for Distribution Products of Honda Viet Nam
With 20 years of manufacturing and trading in Vietnam market, Honda has demonstrated
market leadership position not only in sales but also in large distribution systems in 63 cities.

18

Honda currently has 639 stores Vietnam synchronous credential recognition, quality of product,
service, process and price.
Honda Vietnam to adopt effective product distribution strategy compatible with the
policy to diversify products to serve all classes of people and price policy stratified by market
area. The high-end product line such as SH, Dylan, imports, ... and the midrange line as Lead,
Air Blade, ... are stepping up distribution in major urban centers where there is demand and high
affordability . While the proportion of vehicles are distributed in the provincial and rural areas
mainly dream, wave, vison, futures, ... meets the demand for vehicles with low prices and low
design requirements.
Along with the traditional sales channel is the credential store HEAD HONDA, Honda
also has been developing sales channels and online ordering through its website. Allow users to
complete reference information on the vehicle and can be ordered on request.
Accordingly, Honda customers across the country have the opportunity to own favorite cars
for the price, quality of service, the same warranty on all of Honda store credentials. With a wide
distribution network, Honda ensure rapid supply of products to meet the needs of consumers
across Vietnam.The synchronization of identity standards and quality of service throughout the
distribution system is key to the success of Honda Vietnam strategic distribution of its products.

Images of Viet Nam Honda store

2.3.2. Comparison of the distribution Strategy for of the competitors
Most carmakers are strategic product distribution directly to consumers through outlets with
maintenance services across the province. If applicable model Honda wide distribution through
the store credentials crept from urban to rural areas, the selected Yamaha forms distributed by the
19

six major branches and more than 300 agents in 63 provinces small .Mo shape of Yamaha dealers
and Yamaha Dealers 2S Town.
Yamaha Town - galleries motorcycles, toys, accessories, fashion Yamaha - Customer Care Fans Club Provide the most satisfied customers in the product's quality ph high humidity, good
after-sales services , catering to all requirements of the customers. Dealers also 2S: Warranty
Service, maintenance and other after-sales service Spare Parts:
With frontal confrontation strategy Honda, product distribution strategy to follow rivals and
geographical differences in the model was effective for Yamaha to at this time. Its distribution
system also ensures the uniform criteria on service quality and timely supply of goods to all
market areas.
Similarly, the model also applies SYM dealer agent S with 84 2S (Car repair and sale of
spare parts) and 219 agents 3S (Sales Motorcycle - Parts & Service Sales sales). This strategy
allows SYM access to multiple niche markets without having to invest a small cost in terms of
identifying lon.Dam security as well as economic efficiency doanh.Diem disadvantage of this
model is asynchronous in terms of scale, brand identity from the image and quality service
providers.
Meanwhile Piaggio has established the system of official distributor Piaggio motorcycle sales
services, after-sales, and providing genuine parts in major cities: Hanoi, Ho Chi Minh City, Da
Nang, Hai Room. Specifically, Piaggio launched the "Center for Piaggio" and "Fashion shop
Vespa" with customer service standards across the country Piaggio.

Compare summarizes product distribution system of the company:

HONDA

YAMAHA

PIAGGIO

SYM

HVN distributing products

Starting with 33

Piaggio Vietnam has

In 4 carmaker , is a

20

through a system of

agents in 1999,

been established ( ) .

manufacturer SYM have

motorcycle sales and service

Yamaha Vietnam has

Therefore the number of

at least the number of

commissioned by Honda

made rapid

agents is not much. So

agents to nearly 50

(also called HEAD ) . The

development

far only the cave more

agents , including agents

early presence in Vietnam as

chong.Cho to or , this

than 100 dealers ,

split 2S ( only repair and

well as the prestigious brand

maker has a total of

concentrated in 3 major

maintenance ) and 3S

HEAD help HVN network

nearly 300 dealers

cities : Hanoi , Saigon

( sales -cum- extra ) . Top

throughout the country ,

across the country .

and Da Nang . With the

clear need to improve the

reaching all regions from

The agent according

construction of the plant

number of agents on

urban to rural , from the

to criteria 3S : Sale

added production ,

multiple times in order to

plains to the mountainous

(purchase ) - Service

certainly in the future ,

compete with rivals .

and coastal region . So far

( maintenance and

the company will expand

more than 400 HEAD HVN

repair services ) -

the market and increase

spread across 64 provinces

Spare parts ( Parts )

the number of its agents .

Honda Vietnam has clear advantages from the beginning when available very soon in Vietnam
and set up sales network and customer care services dense, distributed nationwide. This
advantage helps Honda customers trust and choose more than rivals after. It takes much time left
for other motor manufacturers can catch up to Honda Vietnam on this point.
2.4. Trade promotion strategy
2.4.1. Trade promotion strategy of Honda Viet Nam
Honda Vietnam is now one of the best efforts of the trade promotion activities serve not only
business but also have a positive impact to the community dong.Chien Honda's strategy is to
promote continuity, direction to the community, and channel synergies.
Trade promotion strategy of Honda Vietnam is shown:
-

Ad Operations widespread on the mass media, the maximum use of online channels to
offline advertising, articles from traditional media (television, outdoor, ..) to the TV
application parameters (online advertising, ...). Especially when launching new products,
Honda focused on strengthening headlining both online and offline.

Direct sales activity in the delegate Stores

21

Active PR campaign with a series of echoes as I love Vietnam , the driving contest , the
TV program guide traffic , the charity fundraising activities for community Write,

Active promotion of policies sold with attractive sales incentives , promotional gifts
during the holidays, the program lucky draw prizes worth many gifts for many subjects,
policies subsidies, student installment buying, customer appreciation , ...

Some incentive programs of Honda Vietnam

2.4.2. Comparation of trade promotion strategy of Honda Viet Nam with rivals
War competition between car manufacturers increasingly fierce and trade promotion
activities to be used continuously to increase the level of awareness in order to promote sales ,
especially at the time of new vehicle launches .Most firms are applying direct sales through the
store , dealer , investment priorities for promotional activities , especially advertising on
television and participate in events on the motorcycle exhibition , promotion operation is often
used when launching a new product or holidays .
Yamaha have a breakthrough in advertising when using a series of famous faces such
endearing Ho Ngoc Ha , Ngo Thanh Van , Minh Hang , ... representative debut for the station car
line is the company's flagship product this car . Full market effects when the vehicle positive
Grande , Nozza, ... has captured the hearts of a large segment of women .

22

Yamaha also promote the sale of many promotions and incentives on the purchase occasion
biet.Cac not PR activities focused company like Honda .
Piaggio exploited by the advertising campaign for Italian-style images and the use of direct
channels , TV ads, the internet to attract the attention of your target group . The company also
offers the Piaggio Lifestyle channel to share the feelings of the people who use the product , or 1
of promotions such as Free Oil Change , Support registration fee , Introduction car or - receive
instant gifts hands , ...
Meanwhile SYM also keep advertising on TV at a frequency less than large firms operating
advertising media are for the company's vehicle line Atila .The company also developed a traffic
channel to deliver relevant content to support the user.However the activities of its sales
promotion is quite poor , mainly reduced registration fee , ...
Comparative summary of the trade promotion activities of the company
HONDA

YAMAHA

PIAGGIO

SYM

Advertising on the mass media : the

Advertising on the mass

Advertising on the mass

Advertising on the

media , TV , internet ...

media: the media , TV ,

media : the media , TV ,

mass media : the

internet ...

internet ...

media , TV , internet

Participate in promotional

Participate in

activities : sports sponsorship ,

promotional activities :

volunteer , help community

sports sponsorship ,

Organizing training programs

volunteer , help

driving , traffic laws guidance

community

So overall the trade promotion activities , Honda Vietnam is still the leading brand in terms of
quantity , quality and efficiency gains .

CONCLUSION
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Through comparative analysis 4P in Hondas Marketing Mix strategy compared with rivals
on Vietnam market , Honda has found that predominate. With their efforts, Honda Vietnam
deserve to be the market leading brand of motorcycles. However , in the context of increasingly
fierce competition and constantly fluctuating market , Honda Vietnam must continuous
improvement to maintain their position and improve its competitive advantage . Some
suggestions follow 4P orientation for Honda Vietnam as follows :
- Product: Honda must improve the variety of designs and after-sales services in order to create
differentiation from competitors. Focusing on scooters can also be considered a step in line with
market requirements
- Price: HVN need to strictly control the HEAD to avoid the phenomenon of price disturbances.
Consumers are always protected by reasonable prices and good service .
- Distribution : Expand the network of more coal HEAD, support the purchase or replacement of
vehicles Honda to be Easier than competitors
- Promoting trade : often there are many policies on price , after-sales policies and improving
skills of staff.

APPENDIX
LIST OF PRODUCTS OF HONDA VIETNAM ( 2016 )
24

25

REFERENCE
26

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