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Adv491

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    Adv491 Adv491 Presentation Transcript

    • History
      • Toyota Motor Company was established in 1936, as a spin-off of Toyoda Automatic Loon, a Japanese textile company
      • Toyota’s primary focus was trucks and busses, specifically those used by the Japanese Imperial Army in World War II.
      • Toyota’s first commercial passenger car was the model SA, known as the Toyopet
      • The Crown was the first Toyota vehicle to be exported to the United States in 1957
      • The Toyota Camry was introduced in 1983, replacing the Toyota Corona
      • The Camry quickly became Toyota’s best selling car, and won recognition from Consumer Digest as a “Best Buy” every year since 1986. It has also been the best selling car in the United States from 1997-2007, except for 2001
      Toyota…. Moving Forward
    • Camry Hybrid
    • The Camry Hybrid is Born
      • The Toyota Camry Hybrid was first introduced in May, 2006
      • The Camry is the third Toyota vehicle to offer Toyota’s Hybrid Synergy Drive, joining the Prius and Highlander Hybrid
      • The Camry Hybrid is a “full hybrid” which runs on gasoline, electric engine, or on a combination
      • This feature helps drivers save on gas with a fuel economy of 43 miles per gallon in the city, 37 miles per gallon on the highway
      • Produces 80% less pollution (smog forming emissions) than similar gasoline-only cars
      Moving Forward Toyota….
    • Camry Hybrid Figures
      • Toyota Camry Hybrid estimated sales in the U.S. are 60,000 per year and approximately 15% of total Camry sales
      • Revenues from North America reached $76.6 billion in 2007, an increase of 17.5% over 2006
      • The ‘big three’ (Prius, Highlander, and Camry) gives Toyota nearly 80% of the hybrid market share
      • Main Competitors :
      • Honda Accord Hybrid
      • Nissan Altima Hybrid
      • Saturn Aura Green Line
      • Chevrolet Malibu Hybrid
      Toyota…. Moving Forward
    • SWOT Analysis INTERNAL EXTERNAL
      • Strengths:
      • - Trusted brand
      • -Camry already one of the most poplar cars on the market
      • -Mid-range vehicle
      • -2007 Family Sedan Car of the Year.
      • High Miles per Gallon (40 city, 37 highway)          
      •   Features conveniences normally found on a luxury car        
      • Drives like a regular sedan
      • Innovative
      Opportunities: - Future of the Automotive industry -People are increasingly concerned with the environment, especially youth -Rising Gas Prices -Foreign Oil Dependency -Government Subsidies
      • Weaknesses:
      • - Higher initial cost
      • -Foreign Company, loses the American loyalty consumer
      • -Pricing Strategy (to low/high)
      • -Tight Headroom            
      • Not a high-performance vehicle (as opposed to the accord hybrid)
      • Savings could take years, payback longer
      • Target: Middle aged American 
      • Advertising strategy        
      •     
      • Threats:
      • “ hippie” car
      • People aren’t ready for the switch to hybrid
      • Increasing Competition
      • Constantly creating better technology
      • Some feel adversely towards hybrid tech
      • Continuous maintenance.
    • Advertising Audit Grid Toyota…. Moving Forward Target Positioning Image
      • Current Demographic
      • ads target middle-aged middle-Americans who are:
      • parents
      • traditional
      • pragmatic
      • financially conservative
      • environmentally conscious
      • concerned for the welfare of
      • their children
      • « Mrs. Jones »---the all-american
      • soccer Mom
      • - multi-ethinic
      • Current Positioning
      • Toyota is:
      • the top-selling car company in
      • America
      • fanatically concerned with quality
      • technologically progressive
      • The Toyota Camry Hybrid:
      • is a non-radical extension of the
      • top-selling sedan in America
      • has progressive technology
      • in packaging palatable to the
      • traditional, pragmatic consumer
      • intersects consumers ‘ wants with
      • needs
      • Consumers see Toyota as:
      • reliable
      • technologocially advanced
      • progressive
      • sensible
      • growing
      • revolutionary
      • Consumers see the Toyota Camry Hybrid as:
      • family-oriented
      • « green »
      • fuel-efficient
      • equal parts traditional and
      • nontraditional
      • a step toward solving budgetary
      • and environmental concerns
    • Business Decision
      • Target Position Period (Buying a first car on their own)
      • -Between college and starting a family
      • Beginning of Career
      • Age: 22 – 35
      • Change of lifestyle that will impact future generations (driving hybrid will become the norm)
      • Ultimately- We want to get this age group hooked so they continue to drive Toyota Hybrid Cars in the future and when they do start a family in years to come, their children will grow up riding in/driving their parents Hybrid car, and eventually want one for themselves.
      Toyota …. Moving Forward
    •  
    •  
    • Camry Hybrid Automobiles – Hybrid Sedans 10/20 Toyota will develop a campaign targeting young adults who have recently graduated from college and who are buying their first car. The goal is to increase brand loyalty and create an association between Toyota and hybrids. Upper-middle class people who care about the environment. They want a car that is reliable but also appreciate new technology. The buyer is the decision maker of the household. The buyer themselves, or family members of the buyer. The user may have convinced the buyer to buy hybrid technology, or may not be as concerned about driving a hybrid as the user themselves. Goal is to make Toyota be seen as the leader of hybrid technology. Focus on well educated young adults buying their first car, and urge them to change to hybrid technology. Also, focus on the existing well-established reputation of the Camry. The car for your future. -quality -innovative -affordable -reliable -environmentally friendly -long lasting -practical design -leader -customer oriented -quality products
    • Retail Communication Grid Site A: Toyota Site B: Honda Site C: Chevy Type of Outlet Toyota Car Dealership Honda Car Dealership Chevy Car Dealership Lot Layout
      • - Surrounded by other mid-size sedans
      • -Located by customer parking and directly in front of the store entrance.
      • Camry is the first car you see on the lot upon entering
      • An entire row is occupied by the Camry and Camry Hybrid
      • Camry Hybrid is situated in the middle of the Camry row
      • - Easy to navigate through the car lot
      • - The Camry row contains different color options
      • Lot is organized by different car categories with many rows
      • -One row of a variety of Honda cars
      • Honda Accord Hybrid was on display at the entrance of the store (only Accord Hybrid on the lot)
      • First car you saw as you approached the entrance
      • The other midsize sedans were in the row opposite of the store entrance
      • Small lot, easy to navigate
      -enormous lot with a wide selection of different vehicles -mid-size sedans were in the front next to the entrance -Many Chevy Malibu but only a few Hybrids mixed in with the bunch -Many colors to choice from - Lot is overwhelming Site Layout: Location Architecture Design Décor -located on Cunningham off I74 -freestanding store with only the Toyota brand name on the building -classic, clean, and welcoming with emphasis on red and silver (all Toyota dealership built the same so customers can recognize easily) -High ceilings and open room with little clutter -The interior for the store is customer friendly with open rooms, complimentary food, waiting room with flat panel TVs, child center, and car showcases. -The front desk was low and inviting with different brochures of Toyota’s vehicles - Many Car salesmen to answer questions
      • -Located in Savoy on Neil St.
      • -Free standing store with the Honda emblem
      • Fun, contemporary with emphasis on blue and silver
      • Front desk was small and high from the ground
      • High ceilings but the room was very crowded with cars.
      • Only a square room with car showcases and car décor( classic car hanging from the wall)
      • Rooms off to the side for customers to buy cars
      • Only one car salesmen around
      -Congress Ave, Rantoul -Stand Along building with many car logos not just Chevy (Pontiac and Buick) -Big showroom with high ceiling. Front desk was occupied by a receptionist that didn’t great customers -Many cars on showcase inside the store -Car buying rooms had privacy and off to one side -Friendly Atmosphere. -Décor included pictures of different cars from Chevy, Pontiac, and Buick -Many salesmen around to answer questions
    •  
    •  
    • Retail Communication Audit Site A: Toyota Site B: Honda Site C: Chevy Merchandising Cues
      • Toyota Camry was near the front of the lot
      • Clearly prices sticker label on the car window
      • Organized according to vehicle and also categories in vehicles such as Camry Hybrids are with the Camry’s
      • -Honda Accord Hybrid was showcased at the front of the lot
      • Only Hybrid in stock
      • Prices clearly labeled on car sticker
      • Cars on lot organized according to make and model
      -Chevy Malibu Hybrid was in the front but also with other mid-size sedans. -Hard to find the Hybrids -Prices clearly labeled on the car -Cars organized according to type (one section with sedans, one with SUVs) Brand Image
      • Innovative
      • Good value
      • No frills just a good car you can trust
      • Reliable
      • -Easy to recognize because all Toyota dealerships are the same
      • -Care for their customers
      • Brand Promise: A car for your future
      • -Contemporary
      • Modern
      • Dependable
      • Not as strong in Hybrid Technology
      • -Classic
      • -American
      • -Good cars, great price
      • Powerful
      • Friendly
      • Not known for Hybrid Technology
      Takeaways The Toyota dealership was willing to help and the store was very customer friendly. It was a very comfortable, laid back atmosphere that eluded no pressure to by a car. The Honda dealership had a atmosphere that lacked making people buy a car. The showroom was cluttered and made buyers uneasy. The lot offered a limited selection of cars. The salesman was very helpful and polite. The Chevy dealership was huge and offered many varieties of cars. The process of finding the Hybrids was confusing. The inside of the show room was comfortable and peaceful and people were willing to answer questions. No real pressure. Brand Relationship Cues - Leader in hybrid technology -No gimmicks, you get what you buy -A car for anyone -Affordable - Consistent -trendy -Vehicles for stylish people -Affordable - -Traditional: Chevy image usually consistent -Patriot, applies to American workers -Affordable -Friendly
    •  
    •  
    •  
    • Competitive Positioning Audit Honda Civic Hybrid Nissan Altima Hybrid Chevy Malibu Hybrid Target
      • Multi-ethnic
      • image conscious
      • young urban
      • professionals
      • Environmentally conscious
      • - thirty to sixty year-old
      • business professionals
      • Concerned more with saving
      • money than with saving the
      • environment
      • Twenty-five to fifty year old men
      • and women
      • Multi-ethnic
      • rural and urban lifestyles
      • blue collar and white collar
      • Prefer powerful cars
      • prefer American car
      • companies
      Positioning
      • Environmentally friendly
      • More aesthetically pleasing
      • than the Prius.
      • Light-hearted
      • youthful
      • liberating
      • quirky
      • Powerful
      • drives like a regular car
      • sophisticated
      • modern
      • emphasis on savings
      • distancing self from “green
      • movement”
      • - exclusivity
      • attempts to prove Malibu is a competitor to Camry and Accord
      • Powerful
      • high quality
      • Reliable
      • Durable
      • Affordable
      Image
      • unsophisticated imagery (penguins and cheese).
      • breezy, cheerful music
      • abundance of natural imagery
      • young, hipster actors
      • sleek color scheme: gray,
      • black, and blue
      • Condescending copy toward
      • “ green” movement
      • Emphasis on it’s limited
      • availability
      • - simple, elegant print ad design
      • sleek, simple print ad
      • design
      • bold red background
      • - multi-ethnic actors
      • country and city scenes
      • portrayals of blue and white collar America.
    • (New) Advertising Audit Grid Target Who is their customer? Personality, demographics, etc. Positioning How are they different? Benefits > Emotions Image What do people remember about them ? Twenty-three to thirty-five year old men and women who are: - transitioning from a part-time job or college into his or her first career. - buying a car on one’s own for the first time - environmentally conscious - spending conscious - increasingly pessimistic about America’s dependence on foreign oil - multi-ethnic - concerned with product reliability - equal parts traditional and revolutionary. - the bridge between the polluted environment of your parents and the “green” world of tomorrow. - The owner and leader of the hybrid product category - reliable - safe - trustworthy - familiar - revolutionary - “green” - optimistic - affordable - smart - youthful - an easy step to better the environment - proof of one’s political and social beliefs/affiliations
      • - sleek and modern
      • emphasis on nature in both rural
      • and urban environments
      • accents of bold, natural colors
      • thought-provoking and
      • contemplative voice-over
      • up-beat, edgy music
      • youthful, multi-ethnic actors
      • depicted in conservative to
      • nontraditional careers and
      • lifestyles.
      • aesthetic and narrative
      • emphasis on «transition for the
      • better »
    • Historical Advertising Audit
      • 2002 - Conill Advertising develops the “Time of Your Life” campaign targeting the Camry to Latinos
      • 2005 – Toyota creates a campaign highlighting the “Hybrid Synergy Drive” of the Prius and Highlander
      • 2006 – The first advertisement for the Hybrid is aired during the superbowl; also created by Conill and targeting Hispanic viewers
      • 2007- Toyota develops a short film modeled after the BMW films. “What You Want is What You Need”
    •  
    • Synchronic Communications Group 5: Emily Sibbing Laura Madary Lauren Wolf Toyota The Age of Sage Product: Toyota Camry Hybrid
    • Situation
    • Executive Summary
      • The Toyota Camry Hybrid was first introduced in May, 2006
      • The Camry is the third Toyota vehicle to offer Toyota’s Hybrid Synergy Drive, joining the Prius and Highlander Hybrid
      • The Camry Hybrid is a “full hybrid” which runs on gasoline, electric engine, or on a combination
      • This feature helps drivers save on gas with a fuel economy of 43 miles per gallon in the city, 37 miles per gallon on the highway
      • The Hybrid can drive 550 miles before getting more gas. That’s three trips to Chicago and back!
      • Produces 80% less pollution (smog forming emissions) than similar gasoline-only cars
      • Toyota Camry Hybrid is manufactured in Kentucky , making it an American made foreign brand car.
      Toyota…. The Age of Sage
    • Camry Hybrid Figures
      • Toyota Camry Hybrid estimated sales in the U.S. are 60,000 per year and approximately 15% of total Camry sales
      • Revenues from North America reached $76.6 billion in 2007, an increase of 17.5% over 2006
      • The ‘big three’ (Prius, Highlander, and Camry) gives Toyota nearly 80% of the hybrid market share
      • Main Competitors :
      • Honda Accord Hybrid
      • Nissan Altima Hybrid
      • Saturn Aura Green Line
      • Chevrolet Malibu Hybrid
      Toyota…. The Age of Sage
    • Toyota Camry Hybrid Currently
      • Target: ‘Greenies’
      • Men and women
      • Age: 35-55
      • 2.5 kids
      • Commute to work
      • Green
      • -recycle, reuse many home products, eat organic
      • foods (Whole Foods or Trader Joe’s)
      • Very environmentally conscious
      • Purchase behavior is well thought out and conscious of the future
      • Up to date with new technology and innovations
      Toyota…. The Age of Sage
    • Positioning Grid Mature Instant gratification Long term benefits Youth Oriented
    • The Inspiration
      • It's not easy being ... jade, emerald, lime. We're tired of the word "green" and refuse to use it. Although it has come to mean environmentally friendly, it can also imply naiveté, immaturity or a lack of sophistication. Not fair. The 2007 Toyota Camry Hybrid sedan is pure smarts. It's fresh, refined and above all, very, very normal. It deserves a new hue. Sage is a good variation. It's descriptive and wise at the same time.
      • -By Donna DeRosa, Managing Editor of Edmunds Inside Line
      Toyota…. The Age of Sage
    • Objectives
      • Move into a new generation of Camry Hybrid buyers, targeting an untapped market.
      • Educate the new market that making the ‘change’ to Hybrid is the only easy change that is taking place in their life.
      • Going ‘Sage’ is a sophisticated, normal way to make a difference while still encompassing the luxuries of everyday life.
      Toyota…. The Age of Sage
    • New Target ‘Sages’
      • Age- 25-35
      • Male and Female
      • Going through major changes in life.
      • Have their own first substantial disposable income.
      • Want to make a difference for the environment without making dramatic lifestyle changes.
      Toyota…. The Age of Sage
    • Media Pre-Plan Situation Analysis Define Problem/Opportunity Marketing Strategy Identify Solution/Means Creative Strategy Identify Message -15% of cars are Toyota and 15% of Camrys are Hybrid -Cost: $25,000 -Sales: 60,000/year -Made in Kentucky and sent to Toyota Dealerships -Currently very little advertising for the Hybrid -Branching into a more mainstream market segment Problem: People don’t see themselves as being “green” and therefore don’t think that buying a hybrid vehicle is consistent with their identity. Opportunity: No one else has gone after a young mainstream market with a Hybrid vehicle. We are targeting a new generation. - Marketing objectives: A sophisticated, normal way to make a difference while still encompassing the luxuries of everyday life -Encourage awareness of benefits of the Camry Hybrid, increasing awareness by 60% and market share of Camry Hybrids within the Camry category to 45% -Distribution through the US, focusing on major metropolitan cities -Cannibalize sales of regular Camry and focus on product, promotion, and placement - Need a car that is environmentally friendly but still has expected luxuries and comforts -Comfortable transition into the hybrid category -The smart, comfortable change in a uncertain era -Normalize green ideology to a receptive audience -Full page magazine ads, 30 second TV spots -Mass: print, TV, billboards -Targeted: internet, events, giveaways
    • Creative Plan
    • Media Plan Media Vehicle Reach/Frequency % Budget / $ Allocation Network/Cable TV Reach 70% of Sages at least twice a week by the end of Q2 40% = $160 million Magazines Reach 20% of Sages at least twice a month by the end of Q1 10% = $40 million Out of Home (OOH) Reach 75% of Sages in urban areas at least three times a week by the end of Q1 15% = $60 million Sponsorships, Giveaways, & Promotions Reach 30% of Sages at least by the end of Q4 10% = $40 million Online Reach 80% of Sages at least three times a week by the end of Q1 25% = $100 million PR Reach 50% of Sages at least 2 times a month by the end of Q1 Free!
    • Where Is the Budget Going?
    • Timeline Q1 Q2 Q3 Q4 Begin ads on TV, magazines, and internet, PR, BTL and OOH Begin negotiating sponsorships Set up promotions in large office buildings Sponsor summer tours Continue all ATL,BTL advertising Continue all ATL,BTL advertising
    • Media
      • National/Cable TV
        • Advertisements: Lost, 24, Grey’s Anatomy, Big Shots, ESPN
        • Product Placement: The Office, How I Met Your Mother
        • Magazines
        • Rolling Stone, GQ, Maxim, Cosmopolitan, People, Parade
      • Out of Home Signage
        • Billboards on highways that connect the city and suburbs
      • Sponsorships, Giveaways, and Promotions
        • Display models in the lobbies of large office buildings
        • Sponsor Ben Folds on tour
        • Give out reusable water bottles
      • Online
        • Ads on Yahoo! Finance, Digg.com, Careerbuilder.com
        • Place ads during online TV shows
      Toyota…. The Age of Sage
    • And now for the ‘Age of Sage’
    • The Age of Sage
      • New: - Logo
      • - Tagline
      • - Color Scheme
      • - Concept ‘Changes’
    •  
    • P R I N T A D
    • Banner/Billboard Ads
    •  
    • .
    •  
    • BTL
    • Toyota Widget
    • Evaluation
    • Tracking
      • Increase in Website Visits
      • Increase in Sales
      • Survey’s
      • Test Drives
      • Buzz- on Blogs and websites
      • Times the Widget is used
      Toyota…. The Age of Sage