Premium Essay

Mktg Com: Toyota

In: Business and Management

Submitted By anonanon277
Words 6727
Pages 27
April 2003

Toyota Prius; Marketing Communications Plan

Prepared by ANDiDAS.COM

Contents:
Executive Summary

3

Introduction

3

The Automobile Market

4

Figure 1: UK new Car Market by Volume and Value, 1997-2001

4

Figure 2: Leading Suppliers of Cars to the UK Market, 2001

5

Figure 3: Main Advertising Expenditure on Car Brands, 2001

5

Prius Target Market

6

Demographic

6

Psychographic

6

Geographic

7

Toyota

8

SWOT Analysis

8

Campaign Objectives

10

Creative Strategy

11

Communications Mix

12

Recommended Campaign

13

Media Strategy

13

Timing and Budgets

14

Figure 4: Communications Schedule Year One

15

Figure 5: Communications Schedule Year Two & Three

15

Post Campaign Testing

17

Summary

17

Appendix

18

Attitudes of Consumers Towards Green Cars (% of respondents),2002

18

Media uses Advantages and Disadvantages

19

Brad: Advertising Costings

Bibliography & References

2

20

Toyota Prius

•••• ••••
••••
Executive Summary
Full service agency “Oakly & Oakley” has been asked to prepare a three-year communications plan for the Toyota Prius, which is to be launched in the UK. Market analysis identified the target market, which consists of two groups: private and corporate buyers. Next to the demographic profile, three different psychographic profiles amongst the private buyer and their media usage have been identified.
Consequently a communications strategy that makes use of these media has been created. The strategy will use PR, Advertising, direct mail and Personal Selling. TV, Print, Outdoor and the Internet will be the main media. The Creative strategy is designed to emphasize the unique selling points of the
Prius and weaken the target markets objections. The budget has been allocated, however it is...

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