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    TOYOTA Presentation (2.0 and 4.0)

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    Kar How Khoo
    Toyota's integrated marketing communications plan has two main objectives: 1) to develop brand awareness among consumers and 2) to encourage and persuade distribution channels. Toyota will use a variety of advertising methods like television, print, outdoor, and digital advertising to reach consumers, with a total budget of RM35 million for consumer objectives. Another RM15 million will be used for distribution objectives through activities like personal selling, trade promotion, and database programs. Toyota was founded in 1937 and has become a leading automaker known for quality, reliability and environmental friendliness. It aims to enhance its corporate value and social responsibilities through sustainable growth.

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    TOYOTA Presentation (2.0 and 4.0)

    Uploaded by

    Kar How Khoo
    452 views43 pages
    Toyota's integrated marketing communications plan has two main objectives: 1) to develop brand awareness among consumers and 2) to encourage and persuade distribution channels. Toyota will use a variety of advertising methods like television, print, outdoor, and digital advertising to reach consumers, with a total budget of RM35 million for consumer objectives. Another RM15 million will be used for distribution objectives through activities like personal selling, trade promotion, and database programs. Toyota was founded in 1937 and has become a leading automaker known for quality, reliability and environmental friendliness. It aims to enhance its corporate value and social responsibilities through sustainable growth.

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    TOYOTA Presentation(2.0 and 4.0)

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    Toyota's integrated marketing communications plan has two main objectives: 1) to develop brand awareness among consumers and 2) to encourage and persuade distribution channels. Toyota will use a variety of advertising methods like television, print, outdoor, and digital advertising to reach consumers, with a total budget of RM35 million for consumer objectives. Another RM15 million will be used for distribution objectives through activities like personal selling, trade promotion, and database programs. Toyota was founded in 1937 and has become a leading automaker known for quality, reliability and environmental friendliness. It aims to enhance its corporate value and social responsibilities through sustainable growth.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    452 views43 pages

    TOYOTA Presentation (2.0 and 4.0)

    Uploaded by

    Kar How Khoo
    Toyota's integrated marketing communications plan has two main objectives: 1) to develop brand awareness among consumers and 2) to encourage and persuade distribution channels. Toyota will use a variety of advertising methods like television, print, outdoor, and digital advertising to reach consumers, with a total budget of RM35 million for consumer objectives. Another RM15 million will be used for distribution objectives through activities like personal selling, trade promotion, and database programs. Toyota was founded in 1937 and has become a leading automaker known for quality, reliability and environmental friendliness. It aims to enhance its corporate value and social responsibilities through sustainable growth.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 43

    TEAM MEMBERS

    CONTENT
    1 Executive Summary 13 14 Toyotas IMC Objective Toyotas IMC Budget

    2
    3 4

    Corporate Strategies
    Corporate Image Strategies

    15 IMC OBJECTIVE ONE-CONSUMER

    Brand Development Strategy 16 IMC OBJECTIVE TWO-DISTRIBUTION

    5
    6 7 9 10

    Logo Design
    Brand Positioning Strategy Public Relations Strategy Communication Analysis Opportunity Analysis

    17
    18 19 21

    Media Flowchart
    Company Background Industry Research CORPORATE ID ADVERTISING CAMPAIGN

    8 Promotion Opportunity Analysis 20

    22 BILLBOARD, BUS WRAP, WALLSCAPE AND TRANSIT SHELTER 23 Reference

    11 12

    Target Market Analysis Segmentation Analysis

    EXECUTIVE SUMMARY
    TOYOTA is bases on offering a diverse range of cars that encompass all needs of the clients. Toyota wants offer cheaper alternatives to the clients Toyota main objectives for this IMC plan are to develop brand awareness and to enhance the firm image.

    Corporate Strategies
    offer cheaper and diverse range alternatives to the clients Opening Green Market like Toyota investing in hybrid cars, the Prius.

    Corporate Image Strategies


    Toyota will be donating part of the sales to charity organizations This will allow Toyota to build and maintain a strong image in the market

    Brand Development Strategy


    Why Toyota called Toyota? Toyota Motor Corporation was founded in 1937 by a man called Kiichiro Toyoda, and it was named after him. "Toyota" and not "Toyoda" is that people thought it sounded better and it also meant that the name could be written in Japanese with eight strokes of the pen.

    Logo Design

    Brand Positioning Strategy


    To increase brand positioning, Toyota may through celebrities to promote Toyota brand.

    Megan Fox and Brian Austin Green The Toyota Pro Celebrity Race Day 2010 Long Beach, California

    Public Relations Strategy


    PR Toyota will gain the benefits of a good PR Program : Higher Valuation Access to Capital Shareholder Visibility Attract New Customers Channel Visibility Industry Visibility Staff benefits

    Opportunity Analysis

    Target Market Analysis


    Target market
    Age group 16-80
    Customer analysis (Low income level to High income level) Where do they purchase ? When do they purchase ? Why do they purchase ? Why potential customer dont purchase ?

    Segmentation Analysis

    Communication Analysis
    Huge market ( TOYOTA) Advertise product ( internet, TV, magazine) Most important advertising tools (internet) Most effective advertising tools (personal selling)

    Competitive Analysis
    Facing tough market (Japanese, American, South Korea) Trying working toward achievement Example, Toyota ,Honda and Hyundai

    Toyotas IMC Objective


    Consumers
    Brand awareness Unique Market domination Distributions Encourage channel members Persuade channel members

    Toyotas IMC Budget


    Consumers (IMC objectives 1) RM 35,000,000 Distributions (IMC objectives 2) RM 15,000,000

    IMC OBJECTIVE ONE - CONSUMER

    15% 10% 40% Advertising sponsorships

    15%
    20%

    personel selling
    database program customer promotion

    IMC OBJECTIVE TWO - DISTRIBUTION


    Internet 4% Personel Selling 25%

    Trade Promotion 32%

    Database Programs 18%

    Advertising 21%

    Media Flowchart
    Month Activities Advertising Program Television Magazine Newspaper Radio JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

    Public Relations Forum


    Networking Event

    Forums Internet/Interactive Marketing Program Email Social Medias Official Website Sponsorship

    Company Background
    Established on August 28th, 1937 in Japan One of the largest automotive manufacturers both by production and sales Manufactures, sells, leases, and repairs passenger cars, trucks, buses, and related parts worldwide Is a leader in the car manufacture, assembly and distribution the world over

    Vision and Mission


    Mission
    Provide safe & sound journey. Working toward creating a prosperous society and clean world. Developing various new technologies from the perspective of energy saving and diversifying energy sources.

    Vision To be the most respected and successful enterprise, delighting customers with a wide range of products and solutions in the automobile industry with the best people and the best technology.

    Goals and Objectives


    Vows to enhance its corporate value by maintaining its position as a market leader in the automotive industry. Working to enhance its corporate value as a company while maintaining growth in harmony with society, through the foregoing agenda and through underscoring its fundamental principles of Customer First, Genchi Genbutsu, and Continuous Improvement. Plans to fulfill its social responsibilities

    Marketing Mix Strategies

    Management Team
    Akio Toyoda President and CEO of Toyota Motor Corporation Joined Toyota in 1984 In 2000 he joined Toyota's board of directors On June 23, 2009 he was confirmed as the new president of the company Fujio Cho Chairman of Toyota Motor Corporation Serving as Chairman of the Board and Representative Director of Toyota Motor Corporation since June 2006 Strong advocate of environmentally friendly automotive technology.

    Industry Research
    Able to apply its strengths and opportunities it has to create a competitive edge in the industry. The widely differentiated product line is helping the company to have more global presence. Concentrated on the Japan and American markets and it needs to setup strategies to penetrate the other markets as well. A good position as far as sustainable development is concerned

    CORPORATE ID
    LETTERHEAD

    ENVELOPE

    BUSINESS CARD

    ADVERTISING CAMPAIGN
    PRINT MEDIA Velocity communications has created four printed advertisements that related to the themes of the television commercials

    BILLBOARD, BUS WRAP, WALLSCAPE AND TRANSIT SHELTER


    Toyota also heavy use of out-of home media such as billboard, transit shelter, bus wraps and wallscap to reach a high and frequency among targets in specialized, mostly urban areas.

    Billboard

    Bus Wrap

    Transit Shelters

    Wallscape

    Reference
    1. Financial Times 1999 2001. Various issues. 2. Key Note. 2002. The Green & Ethical Consumer. Market Assessment. 3. Key Note. 2002. The Motor Industry. Market Assessment. 4. Varey, Richard. 2002. Marketing Communication. London: Routledge. 5. Pickton, David and Broderick, Amanda. 2001. Integrated Marketing Communications. Harlow: Prentice Hall 6. Fitzgerald, Maureen and Arnott, David. 2000. Marketing Communications Classics. London: Business Press, Thomson Learning 7. Westwood, John. 1990. The Marketing Plan. London: Kogan Page Limited. 8. Yadin, Daniel. 1994. Creative Marketing Communications. London: Kogan Page Limited. 9. Rossiter, J. and Danaher, P. 1998. Advanced Media Planning. Dordrecht, Netherlands: Kluwer Academic Publishers. 10. Toyota Motor Corporation. 1997. The Automobile Industry, Toyota and the World 1997. Aichi, Japan: Toyota Motor Corporation, International Public Affairs Division. 11. Komenar, Margo. 1997. Electronic Marketing. Canada: Wiley & Sons, Inc. 12. Rosen, Emanuel. 2000. The Anatomy of Buzz. London: Harper Collins Business.

    Thank You !!

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