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March 2014

Competitive Analysis Bill Page Honda. March 2014. Competitors. Honda of Tysons Corner. Brown’s Arlington Honda. Bill Page Honda. Fairfax Honda. Landmark Honda. Sales Offers. Bill Page Honda- Vehicle Offers.

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March 2014

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  1. Competitive Analysis Bill Page Honda March 2014

  2. Competitors Honda of Tysons Corner Brown’s Arlington Honda Bill Page Honda Fairfax Honda Landmark Honda

  3. Sales Offers

  4. Bill Page Honda- Vehicle Offers • Site contains a multitude of national vehicle offers, but no prices unique to the store • The sales offers are formatted differently in 2 different locations on the site

  5. Competitors’ Sales Offers

  6. Service Offers

  7. Bill Page Honda- Service Offers • Site contains a good amount of service offers, all listed on one page vertically Free VA State Inspection 3 for 1 Oil Change: $34.95 (MPI + Battery Test) Detailing: $199.95 Battery Test: Free 5% for next service Pot Hole Special/4 Wheel Alignment: $79.95 Match or Beat Offer Free 2nd opinion

  8. Recommendations

  9. Segmentation Classification Recently purchased a new vehicle. Age 30 -45 days Message Thank You / Introduction to service Strategy Create loyalty/routine Competitiveness None – No discount needed Last Activity Purchased a new vehicle in the previous month Mail & Email Frequency Monthly Offers Three (3) service offers Status Active

  10. Segmentation Classification Overdue Maintenance. Age -2 Years Message Overdue maintenance reminder Strategy Drive service traffic speaking to overdue customers Competitiveness Low/Mid: small discount Last Activity Has not serviced with you between 4-24 months Mail/Email Frequency Monthly Offers Six (6) service offers Status Overdue customer

  11. Segmentation Sales & Service Campaign Active Message Sales & Service Age +2 Years Last Activity Serviced with you in the last 12 months Strategy Continue to brand & provide offers to active customers Competitiveness Low: no discounts, customer is already paying standard costs Offers 4 sale offers* 3 service offers* 3 general offers* *Number of offers may change based on creative direction, cardstock size, campaign theme Lost Message Sales & Service Age +2 Years Last Activity Has not serviced with you in 12-36 months Strategy Communicate with past customers to reengage them for sales & service Competitiveness Mid: small discount, must be semi-aggressive get this customer back Offers 4 sale offers* 3 service offers* 3 general offers* *Number of offers may change based on creative direction, cardstock size, campaign theme Defector Message Sales & Service Age +2 Years Last Activity Has not serviced with you in 36-60 months Strategy Reengage past customers to reengage them for sales & service Competitiveness Very: max discount, must be very aggressive get this customer back Offers 4 sale offers* 3 service offers* 3 general offers* *Number of offers may change based on creative direction, cardstock size, campaign theme Conquest Message Sales & Service Age +2 Years Last Activity Has never done business at your dealership Strategy Promote aggressive incentives to capture new market share Competitiveness Very: max discount, must be very aggressive break customers current routine Offers 4 sale offers* 3 service offers* 3 general offers* *Number of offers may change based on creative direction, cardstock size, campaign theme

  12. Thank You

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