With a global network of 454 subsidiaries and affiliates, Honda develops, manufactures and markets a wide variety of products ranging from small general-purpose engines and scooters to specialty sports cars, to earn the company an outstanding reputation in world class engineering and competition from customers worldwide.

The company's primary channel to market in the UK was through a network of more than 200 franchised dealers. Like other companies with a similar market dynamic Honda faced a major challenge in ensuring its branding and messaging whether it is effectively and consistently communicated via its dealer network.

Honda had always been keen to provide marketing support to its dealer network. A key objective for Honda was to increase the number of people who think of the company when they are considering buying a new car. At the local level the company wanted to address this issue by finding a way to translate its innovative national advertising and marketing campaigns into effective dealer marketing.

The company took the decision to evaluate technology solutions that could help it to address its dealer marketing challenges. Honda's search led it to Aprimo, which is a leader in Enterprise Marketing Management (EMM) technology. Aprimo's solutions help to enhance marketing efficiency and effectiveness and at a wider level, maximizes marketing returns and hence shareholder value. Working together, Aprimo and Honda implemented a leading edge marketing asset management, workflow and interactive advertising and collateral builder solution based on Aprimo's EMM platform.