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Final Draft Camry Final Presentation
 

Final Draft Camry Final Presentation

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A group project from school on a entire campaign for the Toyota Camry

A group project from school on a entire campaign for the Toyota Camry

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    Final Draft Camry Final Presentation Final Draft Camry Final Presentation Presentation Transcript

    • Date: April 23, 2009   Prepared for: David Chalmers & Colette Brochu AAM 413-001   Prepared by: Obfuscate Communications Eric Floresca, Meghan Latta, Jenny Li, Deena Markus, Salomeh Nikzadeh, Ali Owainati, Katherine Woo Toyota Camry Hybrid
    • Agenda
      • Category Analysis
      • Objectives & Strategies
      • Target Profile
      • Media Plan
      • Creative Strategy
      • IMC
    • Category Analysis
    • Key Issues
      • Changing trends, attitudes and values: Busier lives and Eco-consciousness.
      • Hybrid pioneer status and market leadership helps leverage Toyota brand and Camry model.
      • Growing demand for fuel efficient cars and vehicles in these hard economic times
      • Toyota has a technological advantage with its Prius hybrid car that has given the entire company a halo effect
    • Share of Voice (Mid-size Sedan Category) Source: Nielson
    • Toyota Camry Spending Source: Nielson
    • Light-Duty Hybrid Sales Projections Source: Green Car Congress
    • Hybrid Vehicle Market Share (U.S. 2008) Source: Green Car Congress
    • Objectives & Strategies
    • Positioning Statement To adults 35-54, the Toyota Camry Hybrid is the reliable, affordable family car that combines Toyota’s excellence in hybrid technology with the style, features, and performance of a Camry.
    • Marketing Objectives
      • To maintain leadership of Toyota Camry in mid-sized car category, building brand sales over $20,000,000 by the end of the next fiscal year.
      • To build Camry brand focus towards Hybrid model, to make Hybrid 30% of all Camry’s sold by the end of the next fiscal year.
      • To increase Camry Hybrid sales by 50% (or 2500 units) within mid-size category in Canada by the end of the next fiscal year.
    • Marketing Strategies
      • By focusing on building the Camry Hybrid brand.
      • By implementing a fully integrated marketing campaign that encourages consumers to get behind the wheel of the Camry Hybrid.
      • By maintaining current price points, while informing consumers of discounts and cash incentives for Hybrid technology.
      • By continuing to sell the Camry Hybrid at local Toyota dealerships, while developing specialized sales departments and sales personnel for the Hybrid technology in major markets.
      • By developing online capabilities for ordering and purchasing the Toyota Camry Hybrid.
    • Communication Objectives
      • To create top of mind awareness among primary target market
      • To generate interest in hybrid vehicles
      • To shift buyer attitudes and perceptions of hybrid vehicles
      • To encourage trial usage (vehicle test drives)
      • To persuade/convert hybrid vehicle buyers
      • To encourage positive testimonies
    • Communication Strategies
      • By focusing on building the Camry Hybrid brand.
      • By implementing a fully integrated marketing campaign that encourages consumers to get behind the wheel of the Camry Hybrid.
      • By maintaining current price points, while informing consumers of discounts and cash incentives for Hybrid technology.
      • By continuing to sell the Camry Hybrid at local Toyota dealerships, while developing specialized sales departments and sales personnel for the Hybrid technology in major markets.
      • By developing online capabilities for ordering and purchasing the Toyota Camry Hybrid.
    • Target Profile
    • Target Demographics
      • Primary Target
      • Men (53%)
      • Age 35-54
      • Likely to have post-secondary education
      • Employed full-time
      • Likely owns a home
      • Have a HH income of $50,000+
      • Married, with children between 12-18 yrs of age
      • Secondary Target
      • Women, ages 35-54, similar demographic traits as primary
      Source: PMB 2007 – Automotive Category Report
    • Lives in the suburbs Enjoys Golf, Biking, Skiing & Skating Occasionally gambles & plays the lottery monthly Enjoys entertaining Is a saver Doesn’t smoke Enjoys red wine Homeowner Enjoys movies Eat-in at restaurants Bob Married with young children
    • Media Plan
    • Role of Media Plan
      • To promote the Camry Hybrid brand nationally
      • Generate brand awareness and confidence in Quebec and Alberta
      • Maintain brand loyalty in Ontario, B.C. and Maritimes
    • Media Objectives
      • Weight Emphasis
      • Reach
      • To generate a 75% awareness of the Camry Hybrid among the primary target in order to build the brand
      • Frequency
      • To achieve a minimum of 3 exposures per person within the primary target to generate interest in the brand
      • Continuity
      • To maintain awareness for the brand through a year-long campaign (April 2009-March 2010) with heightened exposure during peak seasons
    • Media Budget
      • Campaign Period:
      • April 1, 2009 – March 31, 2010 (Toyota fiscal year)
      • Media Budget: $8,500,000 CDN (gross)
      • Production Budget: $2,500,000 CDN (gross)
    • Regionality
    • Seasonality Source: Toyota Motor Corp. Annual Report 2007 & 2008
      • Peak Seasons:
      • 3 rd quarter during year-end clearance of previous models
      • 4 th quarter during new vehicle introductions
      * Note : 2008 sales numbers inconsistent due to poor economic conditions and should not be considered in trending of product seasonality
    • Time Spent
    • Newspaper
      • Focused on Central Canada: Montreal (French), Ottawa, Toronto
      • Used full colour banners, ¼ page ads, ½ page ads in daily newspapers (national editions)
      • Co-op with automotive dealers in Central Canada, split spending 50/50, allowing for a $2,000,000 budget
    • Magazine
      • Bought top-ranking magazines against target demographic (both Men & Women)
      • Full-page, 4-colour advertisements either placed near relevant editorial content/sections or on the outside back cover
    • Out of Home
      • Bought: Toronto, Montreal, Saskatoon, Winnipeg, Hamilton, Oshawa, Brampton and Mississauga
      • Traditional – horizontal billboards in high traffic areas
      • Non traditional buy – parking spots bought in key locations in major centers
    • Television
      • We will be able to communicate directly with the consumer by placing commercials in programs that interest them
      • Television will allow the campaign to achieve regionality objectives by selections geographic areas deemed important
      • :30 second spots purchased in key brand and category markets
      • Specialty was purchased during the holiday season when television audiences are even more fragmented
    • Online Mass Portals News/Information Sports Automotive Search
    •  
    • Executive Summary $4,038,030 $1,025,666 $1,495,069 $996,693 $1,000,000 R 70-92/ F 6-22 R 88-94/ F 28-41 R 58-67/ F 4-5 R 66/ F 6 R 51/ F 15
    • Creative Strategy
      • The creative will set the tone for the Camry with an emphasis on the Camry Hybrid as the reliable, fuel-efficient, safe and an eco-friendly car
      • The creative will support a gradual change in how the marketplace views the Camry brand as a whole
      Role of Creative
    • Creative Strategy Save money now, Save the environment for the future
    • Tone and Manner Approachable, Serene, Reliable
    • What They Believe?
      • There is a current fear of hybrid cars with the target market
      • Hybrid cars fall within a mystery category
      • Many are still unfamiliar with the hybrid technology and are unsure of how it will perform in different situations
      • In an emergency situation can they drive fast? Will it stop in the middle of the highway? Do I plug it in?
    • What We Want Them To Believe?
      • We want to solve the “Hybrid Mystery”
      • We want them to believe that the Toyota Camry Hybrid is the car of today and the car for the future
      • We want them to believe finally there is a car that can offer the best of both worlds: reliable and green.
    • IMC
    • Sponsorship Objectives
      • To have 10% of event attendees test drive the Camry Hybrid.
      • To collect target consumer data from 25% of event attendees for future correspondences.
      • To increase awareness for the Camry Hybrid amongst 45% of event attendees.
    • Sponsorship Strategies
      • By having Camry Hybrid vehicles present at every show and event, to allow visitors to discover the vehicles, test drive them, and provide information for consumer databases.
      • By having kiosks available throughout each event/show to provide information about the vehicles to visitors and collect consumer information.
    • Target Segment & Total Cost
      • Target: Males and females aged 40-49
      • Total cost: $ 360,000
    • Direct Mail Objectives: To inform the target market about the benefits that the Toyota Camry Hybrid offers To communicate how they help the environment and increase a positive public perception by 2-5% over the course of the campaign
    • Direct Mail Strategies: By using our own marketing database developed through the website, events, and current owners to communicate how economical and eco-friendly the Camry Hybrid is. Target: Females 45-54 Cost: $1,170,000
    • Experiential Marketing
      • Objective: Increase test drives of the Camry Hybrid by 15% over the campaign
      • Strategy: Go to the places where people work and play and get people to experience how hybrids drive to build buzz and interest
      • Target Group: 35 – 45 males
      • Cost: $675,000 for 90 events over the course of three months across Canada
    • Public Relations
      • Objective: To educate the market about hybrids and get $1 mil in media over the year
      • Strategy: Hire a Public Relations firm that specializes in generating media buzz
      • Target Group: 35-54
      • Cost: $120,000
    • Contest
      • Objective: Create excitement about the brand and get 100,000 entered in the contest
      • Strategy: Associate the Camry with the green movement
      • Target Group: 35 – 45 female
      • Cost: $130,000
    • Summary
      • Consumer centric strategy with strong insight into the target and the product
      • Strong ‘ BIG ’ idea based on the insight
      • Well-rounded, robust campaign:
        • Strong media presence
        • Complimentary IMC
    • Questions