Details

Case

Educator Copy

Atlas Honda Limited: Communication Plan for 1993

Ehsan ul Haque


INDUSTRY : Automotive

AREA : Marketing

ORGANIZATION : Atlas Honda Limited

LENGTH : 42

LUMS No : 04-1007-93-1

PUBLICATION YEAR : 1993

DESCRIPTION

KEYWORDS:

Atlas Honda,Limited,Communication Plan,1993,Marketing,Automotive


DESCRIPTION:

In the last week of October 1992, Zamir Raider, General Manager Marketing, and Nurul Huda, National Sales Manager of Atlas Honda Limited (AHL) were busy chalking out a marketing communication plan for Honda motorcycles for the year 1993. Mr Haider was scheduled to present this plan to Aamir Shirazi, Chief Executive Officer AHL, for final approval in a month's time. Mr Shirazi had become the CEO about nine months back when Mr Danishmand, the previous CEO, who had served the Atlas Group for 15 years left AHL to head Suzuki Motorcycles. Mr Haider was aware that Mr Shirazi, being new to the position, would scrutinise the plan in great detail. He was convinced that Mr Shirazi would ask basic questions like the rationale behind allocating 'x' amount of communication rupees towards consumer promotion rather than dealer promotion; the role, or need of print or television advertising for Honda; the cost-benefits of any sales promotion programmes, among others.


LEARNING OBJECTIVES:

N/A


SUBJECTS COVERED:

Marketing