Honda Canada: Relaunching Honda Fit
(8 pages of text)
In May 2014, Honda Canada was planning to relaunch the Honda Fit—its entry-level car. The purpose of the relaunch was to kick-start growth in sales of the Honda Fit, which had fallen from 14,836 units in the launch year of 2008 to 9,512 units in 2013. The target customer group was an up-and-coming demographic cohort known as millennials. Honda Canada's manager of Customer Conquest Management was mandated with strategizing and executing the relaunch. She had to make two core decisions: How should Honda Canada connect with millennials, and what communication medium should it choose to reach them?
The case can be used in undergraduate, graduate, and executive education programs. It would be particularly useful in either marketing management or advertising and promotion courses. After completion of the case, students will be able to:
- find a fit with the demographic/psychographic profile of a target customer segment; and
- find the appropriate medium for reaching a target customer segment.
Canada, Large, 2014
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