toyota presentation(2.0 and 4.0)

TEAM MEMBERSLUM KA KHIN

212598

LEE KAH SENG 212681

KHOO KAR HOW 212868

CHIA CHEE HUI 212961

CHUA HOE FON 213100

CONTENT1 Executive Summary 13 Toyota’s IMC Objective

2 Corporate Strategies

14 Toyota’s IMC Budget

3 Corporate Image Strategies

15 IMC OBJECTIVE ONE-CONSUMER

4 Brand Development Strategy

16 IMC OBJECTIVE TWO-DISTRIBUTION

5 Logo Design 17 Media Flowchart

6 Brand Positioning Strategy

18 Company Background

7 Public Relations Strategy 19 Industry Research

8 Promotion Opportunity Analysis

20 CORPORATE ID

9 Communication Analysis 21 ADVERTISING CAMPAIGN

10 Opportunity Analysis 22 BILLBOARD, BUS WRAP, WALLSCAPE AND TRANSIT SHELTER

11 Target Market Analysis 23 Reference

12 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 StrategyWhy “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

Promotion Opportunity Analysis

Marketing Strategy

Target Market

Pricing Strategy

Promotional Strategy

Distribution

Opportunity Analysis

Innovation

Social needs and wants

Strong brand image

Brand awareness

ConsumerIncrease market share

Increase sales volume

Build customer traffic

Distribution

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 don’t purchase ?

Segmentation Analysis

• Age, lifestyle, income and personal interest

• General market needs to smaller defined group

Customer

• Concentrate in large market

• Middle to high-end storesDistribution

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

Toyota’s IMC Objective

• Brand awareness• Unique• Market domination

Consumers

• Encourage channel members• Persuade channel members

Distributions

Toyota’s IMC Objective

Toyota’s IMC Budget

• Consumers (IMC objectives 1)–RM 35,000,000

• Distributions (IMC objectives 2)–RM 15,000,000

40%

20%15%

10%

15%

Advertisingsponsorshipspersonel sellingdatabase programcustomer promotion

IMC OBJECTIVE ONE - CONSUMER

Trade Promotion32%

Advertising21%

Database Programs

18%

Personel Selling25%

Internet4%

IMC OBJECTIVE TWO - DISTRIBUTION

Media Flowchart Month

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECActivities

Advertising Program

Television

Magazine

Newspaper

Radio

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

Strength-Strong financial performance -Strong brand image -Strong performance in Asia region-Innovative culture

Weakness- Large size of management slow rate in decision making.- Loss control quality of product may lead to vehicle recalls.-Lesser grip in European market

Opportunity- Increasing demand for hybrid electric vehicles.- Opportunities in Asian market.- Continued global expansion.- The rising of the price of fuel.

Threats- Rising raw material prices- Economic slowdown- Competition in the global automotive market- Unstable exchange rate SWOT

Marketing Mix Strategies

Pricing-Producing high quality but reasonable price-price differentiation

Product- Is believed to be moving

with a strategy of mass production.

For example: hybrid product

Place- Producing high quality vehicles that can be bought at a reasonable price- Using tactful pricing strategies through price differentiation.

Promotion-Use a pricing mechanism that will give it a competitive

edge over its main competitors.4 Ps

Management TeamAkio 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 companyFujio 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

Reference1. 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 Hall6. 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:

KluwerAcademic 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 !!