Toyota
...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 20
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 suggested to change the allocation from £3m yearly to £4m, £3m, £2m in the course of the three years. The majority of the budget will be spent on TV and print advertising.
Introduction
Our full service agency, "Oakly & Oakley" has been asked to develop an...
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