Marketing Communication Brief: Toyota Prius 2004-2005 plan [Draft version]

Essay by pureairUniversity, Master's May 2004

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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...