Year 2004 - 2005
Toyota Prius: Integrated Marketing Communication Brief
[DRAFT VERSION ONLY]
Stanley C.T. Ng
Toyota Motor Corporation, Australia.
1 Table of Contents
Page
1. Table of Contents 2
2. Executive Summary 6
3. Introduction 7
4. Review of Marketing Plan 7
4.1. The Automobile Market 7
4.2. Toyota: SWOT Analysis 11
4.3. Consumer Behaviour Analysis 12
4.4. Competitors Analysis 14
4.5. Toyota Prius: Product Descriptions 15
4.6. Toyota Prius: Market Segmentation and Target Market 16
4.6.1. Demographic 18
4.6.2. Psychographics 19
4.6.3. Geographic 20
5. Key Considerations 20
6. Brand Positioning: Objectives 20
7. The Need for New Communication Campaign 21
8. Communication Aim 22
9. Communication Objective 22
10. Toyota Prius: Target Audience 23
11. Call to Action 24
12. Our Single Central Key Message: "Fuel Economy" 26
13. Proposed Communication Mix: Integrated Marketing Communication Brief 28
13.1. Market Research Brief 28
13.1.1. Research Objectives 28
13.1.2. The desired future of the brand: Toyota - Prius 29
13.1.3. Role of the consultant 30
13.1.4. TMC Expectations for the Research Survey and Methodology 31
13.1.5. Reporting formats 33
13.1.6. In-house resources 33
13.1.7. Budget 33
13.1.8. Timetable 34
13.1.9. The Proposal 34
13.1.10. Selection Criteria 34
13.1.11. Payment Schedule 35
13.1.12. Performance Guarantee 35
13.1.13. Questions and Answers 35
13.1.14. Professional Membership/Quality Assurance 36
13.2. Advertising and Promotion Brief 37
13.2.1. Background 37
13.2.2. Advertising Issues 37
13.2.3. Advertising Objectives 38
13.2.4. Execution Details 39
13.2.5. Style/Attitude/Tonality 40
13.2.6. Story Value 40
13.2.7. Prints Ads 40
13.2.8. Outdoors Billboards 40
13.2.9. TV/Cinema/Radio 41
13.2.10. Ads for Sydney Motor Show 41
13.2.11. Timeline 42
13.2.12. Calls to Action 42
13.2.13. Budget 42
13.3. Public Relation Brief 43
13.3.1. Scientific Testing Report form a Third Party Organization/Expert 43
13.3.2. Who will be invited? 43
13.3.3. Trip to Japan 43...
Interesting Info
I like the content but it is little broad
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