7. Product Offering
Engine
Model Type Gear System Option
Power
Model i-XM 1500 cc Manual Standard Option
Model i-XA
M d l i XA 1500 cc Auto
A t Standard Option
St d d O ti
Model i-YA 1500 cc Auto Full Option
p
Model i-ZA 1500 cc Auto Superior Option
Color,
Platinum Bronze Pearl White , Ruby Red
Bronze,
Metallic, Gold, Ocean Blue
8. Price Model
Model Features Price (THB)
Model i-XM 1500 cc Manual 799,000
Model i-XA 1500 cc Auto 829,000
Model i-YA 1500 cc Auto Full Option 859,000
Model i-ZA
M d l i ZA 1500 cc A t S
Auto Superior O ti
i Option 899,000
899 000
12. Recapitulation Communication
How does TOYOTA communicate?
Key Message • Moving Forward
Media Strategy • แนะนําวารถใชน้ํามัน E20
C a e
Channel • TVC, Print Ad, Event, Promotion
14. Recapitulation Communication
How does HONDA communicate?
Key Message • The Power of Dream
Media Strategy • แนะนําวารถใชน้ํามัน E20
C a e
Channel • TVC, Print Ad, Event, Promotion
16. Recapitulation Communication
How does CHEVROLET communicate?
Key Message • We’ll be there
Media Strategy • Build funny product image
C a e
Channel • TVC, Print Ad, Event, Promotion
20. Target
Demographics : Psychographics :
•M l &F
Male Female
l • A ti lif
Active life
• Age 25-40 • Like to try a new thing
• Income 30,000 b/m • Pay more for better
• Living in BKK quality
Generation “i”
21. Weekday Working
In The Morning
In The Evening
At Night
At Night
22. Weekday During The Day
The Morning
The Evening and The Night
24. Positioning Map
Save T t l C t
S Total Cost
Overall
High
Excellent
Environment
Concern
Low High
i W Y
WaY i LiF
LiFe i G
GeneratioN
ti N
25. iON Hybrid Car
• What is iON unique selling point?
Our barriers IMC is
the best solution
New Brand
Our USPs New Product
Good Image,
Green Tech Type in Market
Save Environment
Save Energy Total cost
27. IMC Objective
Introduce and create brand
awareness 70% within 3 months
Inform and Educate market about
Hybrid
H b id car
Build good Image for sustainable
energy car
Persuade of test driving and
purchasing
28.
29. IMC STRATEGY
Attention Awareness Engagement
ATL
Consistency
BTL
FORGET THE LINE
30. IMC STRATEGY
TVC
Print Ad
Cinema Ad
Out of Home
PR
Sales Promotion
Direct Marketing Trade show
Internet Marketing
D-Day M6 M7 M8 M9 M10 M11 M12
31. IMC Tactics
Advertising
Internet Public
Marketing Relations
IMC
Plan
Sales
Trade Show
Promotion
Direct
Marketing
32. Advertising
Target Market
• 25- 40 ages
• in Bangkok
25,000
• income 25 000 baht
Obj ti
Objective
- To build brand awareness
“i can change the world”
- To provide products information
35. Media Strategy
High Coverage Media
Awareness, Image
, g
To reach media usage to
reach high coverage of the Quantitative Media
target mostly and Media Invasion
effectively
y & Blendingg
Synchroniz
S
Select media that
high penetration in to
target life style and
merge in the
g
zing
information of
Education product in those
To give information product media
benefit and right usage in Qualitative Media
the
th media th t be able t
di that b bl to
have space more than the
normal space of advertising Information Media
37. Media Exposure
120
100
80
60
40
20
0
TV Radio Newspaper Magazine Internet Cinema Outdoor Pay TV
Base: 25-29 Years, 30-34 Years, 35-39 Years, Bangkok & Greater Bangkok, Bt. 50,000 ++
38. Pan กลองผานหองโดยสาร ตัดมาเปนภาพแทนสายตา
Music เสียงเพลงสบายๆ คลอไป
เสยงเพลงสบายๆ คนขบรถ
คนขับรถ
กับเรื่องราว
ตัดมาเปนภาพแทนสายตามอง
ตดมา
ตัดมา
ผานกระจกมองหลัง
ตัดมาเปนภาพแทนสายตามอง
CG ตนไมงอกขึ้นมา เสียง เราสามารถเปนสวนหนึ่งใน
ผานกระจกมองขาง
ผานกระจกมองขาง CG ตนไมงอกไลตามรถมา ตัดมา
การเปลี่ยนแปลงโลกนี้ไดดวย
รถยนตพลังงานไฮบริด.อนาคตอยู
i Way, i Life ในมือคุณ
i Generation
Television Story Boards
เสียง iON, i Way, i Life, i Generation
40. Get into media habit for TV
Description A25-29 Acceptable
UM BU New Things
People Ensure for the
Totals Population (‘000) 3,790 10,729 effectiveness of Ad. Via TV
that are the most
I watch TV Everyday 86 88 acceptable
I R l on TV t keep me
Rely to k 87 84
informed
People rely too much on 83 82
TV for relaxation
When I’m watching TV, I’m 68 67
usually involved in other
activities
I look forward to more TV 35 51
Channel
TV adverts are annoying
d t i 17 26
49. Out of Home: BTS
• BTS Spot
p • Car Displays
p y
Broadcast TVC • 10 places
Budget: THB 2 Mill
50. Expansion Advertising
via transit Media
Current transit media are located in CBD area that
match to our target life style and income
Current transit media having spot on the platform
and in train and be able to buy air time to expose our
spot
t
54. Summary Advertising Plan
Advertising
Budget (Baht)
Timeline
Jun Jul Aug Sep Oct Nov
TVC 10,000,000
Filler 1,000,000
, ,
Magazine 4,000,000
Press 2,000,000
Cinema 2,000,000
Car Display 800,000
Plasma Screen 1,200,000
1 200 000
Specialty 500,000
Production Cost 3,000,000
Total 24,500,000
55. IMC Tactics
Advertising
Internet Public
Marketing Relations
IMC
Plan
Sales
Trade Show
Promotion
Direct
Marketing
56. MPR Plan
Objective:
Build brand Image & Support/Escalate Sales
Grand Opening :
• use guerrilla tactic by park car at Siam Center
• Date: 07/06/08
Press Test Drive:
• 200 km Kanchanaburi Electricity Plant 1 night trip
km. Kanchanaburi, Plant,
• Budget: 1 Mill.
Demo Road Show:
• 3 months THB 1 Mill, resources, participants from register via website,
available 10 cars per day
• Budget: 1 Mill.
g
57. Grand Opening
Location • สวนรถไฟ
• 07/06/08
Date • 16:00 – 21:30
B d t
Budget • THB 5 Mill
58. Grand Opening
Theme
• i can change the world
g
• i Green
Concept
C
Operation, Organizer, Celab,
Operation Organizer Celab Souvenir
เปดตัวรถ RTB ผาซีกเครื่องยนต
59. Grand Opening
กิจกรรมในงาน Agenda Acquisition Plan
• มีผูวากทม.มาเปดงาน ผูบริหารกลาว
แสดงวิสัยทัศน • Send SMS invite to register at website
• ทําหญาสีเปนทางรถ สําหรับการแขง • Internet Banner
จักรยาน • Target 500 participates
• มารวมเลนเรือถีบ
• Mini Unplug Concert: Concert in the
park by LoveIs (Nop, Tor (piano), Bee
Cessendo)
• มอบเงินบริจาคใหสวนหนึ่งใหสวนรถไฟ
66. Demo Road Show
Acquisition Plan: register on website
•SMS
•Internet Banner
•Grand Opening
Campaign period: 3 months
Available 10 cars per day
Lucky Draw, Prize 1 car Model 1.5 cc announcement on 10/09/08
Budget
B d t THB 1 Mill
68. Summary PR Plan
Public Relations
Budget (Baht)
Timeline
Jun Jul Aug Sep Oct Nov
Grand Opening 5,000,000
Press Test Drive 1,000,000
Demonstrate Road Show 1,000,000
1 000 000
Total 7,000,000
69. IMC Tactics
Advertising
Internet Public
Marketing Relations
IMC
Plan
Sales
Trade Show
Promotion
Direct
Marketing
70. Sales Promotion
Objective:
To obtain trial and purchase
Budget: THB 1 mill
71. Summary Sales Promotion Plan
Sales Promotion
Budget (Baht)
Timeline
Jun Jul Aug Sep Oct Nov
Sales Promotion 1,000,000
Total 1,000,000
72. IMC Tactics
Advertising
Internet Public
Marketing Relations
IMC
Plan
Sales
Trade Show
Promotion
Direct
Marketing
73. Direct Marketing
Di t M k ti
Objective:
To communicate directly and get the interaction from prospect (test driver)
Mobile • MMS invite to join
Marketing Grand Opening
Budget:
g
THB 1 Mill
Direct • Brochure Car
information
Mail
M il
76. Summary Direct Marketing Plan
Direct Marketing
Budget (Baht)
Timeline
Jun Jul Aug Sep Oct Nov
MMS 500,000
Direct Mail Brochure 500,000
500 000
Total 1,000,000
77. IMC Tactics
Advertising
Internet Public
Marketing Relations
IMC
Plan
Sales
Trade Show
Promotion
Direct
Marketing
78. Tradeshow
Objective:
Build Image, Car Demonstration,
To boost sales volume
MotorExpo on November 2008
• Location: Impact Arena, Muangthong
Thani
• ION Booth space: 1,000 m2.
• Car prototype show: Pure electricity car
• Sales Promotion: 0% interest within 3
years
• Do the research
Budget:
THB 5 millions (include all expenses)
87. Summary Internet Marketing Plan
Internet Marketing
Budget (Baht)
Timeline
Jun Jul Aug Sep Oct Nov
iON Website 300,000
Cover Page Banner 600,000
Banner 600,000
600 000
Total 1,500,000
88. Evaluation of IMC Plan
Measure Brand Awareness
• Q
Quantitative : 70% Brand Awareness
%
• Qualitative : Focus group prospect
Measure Brand Image
• Focus Group existing user
p g
Measure from Sales Revenue