The document provides information about the Toyota Camry Hybrid vehicle. It discusses the history of Toyota and the introduction of the Camry Hybrid in 2006. Some key figures are presented, such as the Camry Hybrid accounting for 15% of Camry sales and Toyota having nearly 80% of the hybrid vehicle market share. A SWOT analysis is also included. The document concludes with discussions of target demographics, positioning, and retail communication strategies.

1. Synchronic Communications Group 5: Emily Sibbing Laura Madary Lauren Wolf Toyota The Age of Sage Product: Toyota Camry Hybrid

3. Camry Hybrid

11. 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

23. Situation

27. Positioning Grid Mature Instant gratification Long term benefits Youth Oriented

31. 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

32. Creative Plan

33. 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!

34. Where Is the Budget Going?

35. 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

37. And now for the ‘Age of Sage’

40. P R I N T A D

41. Banner/Billboard Ads

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45. BTL

46. Toyota Widget

47. Evaluation