Branding the new Toyota Yaris 2014
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Transcript of Branding the new Toyota Yaris 2014
Brand :
“Cherishing New
Moments”
Toyota Yaris 2014
Team Name
Adnan Khan
Turas Ayman
Safwat Ahmed
Opera Mini
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Consumer Insights
Sample : 80 people
Sampling method : Questionnaire survey through Google Docs
Positives:
Highly reliable performance
Excellent after sale service
Good resale value
New trend
Value for money
Negatives:
• Design and looks need some work
Research
findings
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Segmenting and Targeting
• Family sizeDemographic
• Monthly IncomeSocial Class
• LifestylePsychographic
Segmentation bases
Targets
4-5 (Nuclear Family)
BDT 135000-175000
Seeks value for money in brand new
cars
Target Group Insight
• “Toyota/ Corolla is a synonym for reliability”
• “My car is mainly used by my family”
• “My car drops and picks me up from office and I also use it for official purposes”
• “Car maintenance and fuel costs are a big hassle”
• “I want the best look and features at the right price”
Target Group Insight (Cont.)
• They seek a reliable, durable and stylish car with quality interiors.
• They want the best quality at the same time value for money
Why there is a need for
the product?
• Brand new car with a stunning new look and exciting features at a reasonable price.
What benefitToyota, Yaariswill provide?
Target Group Touchpoints
Positioning
The Big Idea
“Cherishing New Moments”
Our emotional appeal intends to touch the fathers of all families who craves for memorable family experiences and
esp bridge any gap created with his son.
Activation Campaign Plan
Campaign Objectives:
I. Capitalizing on the emotional appeal to channel the attributes of Yaaris into the minds of the TG.
II. Reaching out to all the former customers of brand new Corolla
III. Establishling a Yarian Community
The Campaign Duration will be of seven months
• We would capitalize on the community park touchpoint.
• Banners of Yaris would be installed which would promote family values through pictures
• Mile meters of Yaris would also be setup.
Budget BDT 200000
Advertisements in parks
• Select touchpoints like banks, stock exchanges and ATM booths to give posters.
Budget BDT 150000
Visual representations
• We would target the Yaarian Corporate Houses
• We would renovate their car parks
• Each parking space would be named after the employee with a Yaris board.
Budget- BDT 350000
Parking space promotion
• All buyers of the brand new Yaris will be enlisted in the Yarian Community.
• They will be given discount coupons to celebrate occasions like father’s day, wedding anniversary and Eid.
• Special prototype of Yaris will also be set up at Club Wheels
Estimated budget- BDT 520000
Cherishing moments at Club Wheels
Cherishing the getaway rally
• Once every year we will host a rally for the YaarianCommunity.
• All Yaarians with their families will be invited.
• They will drive together to Savar resort.
• There they will have a picnic.
• Community ice breaking
Budget BDT. 595000
Cherishing a father and son moment
We would sponsor the much-hyped event and Capitalize on the Rallycross touchpoint
We would give three father and son pairs the chance to ride a Yaris at the course.
The selection would be based upon our online promotions
Budget BDT 1500000
Cherishing the Yarian Famililympics
• At the year end we will organize the famililympics• All the Yarian community can take part in different
events• Each event would need a pair from a team• Each team represents a certain family• Family with the highest number of medals would
get best incentives. i.e. future discounts, free servicing etc.
• Budget 220000
Cherishing the Yarian membership scheme
All of the Yarian Community will get a 30% discount on membership at Cadet College Club
Budget- BDT 1500000
Yarians cherish their Golf
• Organize a golf tournament at Savar Golf Club
• Father and son will get to play as a team.
Budget BDT 1000000
Viral marketing
At the beginning of our campaign we will set up a Facebook page “Yarian Generation” and maintain its activity. This would have the aim of establishing an online community.
We will have different viral events like celebration of father and son moments through asking the son to upload the best ever quote from his father.
Budget BDT 50000
Cherishing your need
• Establishing sign boards across the city.
• The boards would display the distance and direction of nearby Petrol Station
• Anyone might have a need at any point and this is when we come into play
Budget BDT 300000
TVC
Execution:
• To convey our positioning
• We have used emotional appeal in this TVC.
• The TVC will be aired only after 11pm in the night.
• Aired during news, talk shows, newspaper shows and business trade analyst shows
• Budget BDT 5200000
Radio Commercial
• This tool is not conventional for this segment
• Yet it presents an unique opportunity
• Most of the officers in our target market switches on the radio on their way to the office or during jam and that is when we reach out to them.
• We can use this opportunity to inform our potential customers about our offerings.
Radio Commercial
• We will air a 15 seconds RDC
• We will air the RDC in Radio Foorti and BBC Bangla
Budget BDT 2000000
Print media
• We would convey information on our offerings through newspaper advertisements like The Daily Star and Prothom Alo
Budget BDT 2500000
Billboard
Media Scheduling
Seven month campaign
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Vehicle2014
May June July AugustSeptember October
November
December
Brandbuilding
Awareness creation
RDC
TVC
Print advertisement
BillBoard
Timeline
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Effectiveness of the strategies
Differentiating from its direct competitors :
Reasons why people will look for Brand new Toyota Yaris
Will tap on consumer’s perception on superior outlook and features
with a lower price :
The pricing would be within the capability of the upper middle class
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Effectiveness of the strategies
Promotional Strategy :The visual representations would create awareness
The numerous offerings would give the Yarians added value in life.
RDC and print media: will convey the message of the offerings to the TG!
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Budget
Detail BDT (lakh)
Club wheels 5.2
Park advertisement 2
Visual representation 1.5
Parking space advertisement 3.5
Print ad 25
Getaway Rally 5.95
Rallycross sponsorship 15
Billboard 10
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Budget
Detail BDT (lakh)
Familimpics2.2
Cadet College Club membership 15
Golf 10
Viral 0.5
Signboards 3
Radio Advertisement 2
TVC 2.5
Total 161.85
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Measuring Yaaris’s performance
Parameter’s that we will be looking into :
Unaided brand awareness
Top of the mind brand associations
Brand quality perceptions
Brand price sensitivity
Brand distribution
Brand market share
Brand sales
Brand profitability
Net promoter score
Thank You
Performance indicators
• All forms of information to be collected through surveys.
• All these would actually help us understand the market scenario better
• We will know what changes might occur due to alterations in the product
• Net promoter score : It measures the ratio of people who would
recommend your product to a friend against those who would discourage
a friend from using it. Very relevant for brands that want to build
awareness through community and social engagement
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