Abstract :

Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a well-planned marketing strategy to further improve customers’ brand awareness towards this car and to convince them that this car is superior compared to its competitors in the same segment. Thus, it could eventually lead to increase customers’ purchase intention. This study is conducted to understand customers’ brand awareness and perceptions towards Honda WR-V in Central Java and Yogyakarta, and to understand customers’ complex buying behaviour to purchase a car. Focus group discussions were conducted with 20 respondents to gain insights from their point of views. The proposed strategy was developed from internal and external analysis which was summarized into SWOT analysis and TOWS matrix. These findings then were developed into an integrated marketing communication plan as the final proposed marketing strategy for the company to further improve brand awareness and customers’ purchase intention towards Honda WR-V.

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Keywords :

Brand awareness, Complex Buying Behavior, Customers Perceptions, Integrated marketing communication, Purchase Intention.

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