The document summarizes a marketing plan for the Toyota Camry Hybrid. It identifies the target demographic as adults aged 35-54, and sets objectives to increase Camry Hybrid sales by 50% and make the Hybrid model 30% of total Camry sales. The marketing strategy involves building the Camry Hybrid brand through an integrated campaign including TV, print, online and event sponsorships. The creative strategy aims to position the Camry Hybrid as a reliable and environmentally friendly family vehicle.

1. 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

2. Agenda Category Analysis Objectives & Strategies Target Profile Media Plan Creative Strategy IMC

3. Category Analysis

4. 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

5. Share of Voice (Mid-size Sedan Category) Source: Nielson

6. Toyota Camry Spending Source: Nielson

7. Light-Duty Hybrid Sales Projections Source: Green Car Congress

8. Hybrid Vehicle Market Share (U.S. 2008) Source: Green Car Congress

9. Objectives & Strategies

10. 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.

11. 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.

12. 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.

13. 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

14. 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.

15. Target Profile

16. 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

17. 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

18. Media Plan

19. 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

20. 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

21. 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)

22. Regionality

23. 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

24. Time Spent

25. 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

26. 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

27. 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

28. 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

29. Online Mass Portals News/Information Sports Automotive Search

31. 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

32. Creative Strategy

33. 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

34. Creative Strategy Save money now, Save the environment for the future

35. Tone and Manner Approachable, Serene, Reliable

36. 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?

37. 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.

38. IMC

39. 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.

40. 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.

41. Target Segment & Total Cost Target: Males and females aged 40-49 Total cost: $ 360,000

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. Questions