Toyota Bass FishingPowerhouse of Brand

Building

Fishing as a $port

• Sport of fishing ranks 51 among fortune 500 companies in terms of annual sales

• 11% annual growth rate angling participation• 46 million tournament anglers• 16% increase in fishing sales since 2006• $48 billion fishing generates in sales and

services each year

Specific Market Segments

• Toyota finding that sales promotion tools beneficial in Bass Fishing– Contests– Sweepstakes– Events– Samplings– Sponsorships

Consumer & Trade Oriented Sales Promotion

• Toyota Texas Bass Classic• Bonus Bucks Angler Program• Sponsoring Top anglers• Trade Shows

Tournaments

http://www.youtube.com/watch?v=nz33p6maqVI

Trade Shows

• Over 100,000 fans • Horizontal cooperative adverting • Trade Allowances

http://www.youtube.com/watch?v=2bxRWNu5ec8• “Our goal is to show people how our trucks can

help pursue their passion” Advertising and Marketing Managerhttp://www.youtube.com/watch?v=kU3LBRXCnTc