UK - December 2008. Contents BAITMethodology Methodology Questionnaire Structure Advertising...

UK - December 2008

ContentsBAIT Methodology

• Methodology

• Questionnaire Structure

• Advertising indicators

•Image items

• Terminology

•Purchase funnel indicators

A segment: Aygo

• Advertising scores•Ad recall•All advertisements•Aygo – TVand image•Aygo – Print•Aygo – Billboard•Aygo –Global campaign

•Purchase funnel KPIs•Aygo Purchase funnel KPIs•A segment Purchase funnel KPIs

• TOYOTA DNA Image•Aygo Image items•A segment image items

Bsegment: Yaris

• Advertising scores•Ad recall•All advertisements•Yaris – TVand image•Yaris – Print•Yaris– Billboard•Yaris –Global campaign

• Purchase funnel KPIs•Yaris Purchase funnel KPIs•B segment Purchase funnel KPIs

• TOYOTA DNA Image•Yaris Image items•B segment image items

Csegment: Auris

• Advertising scores•Ad recall•All advertisements•Auris– TVand image•Auris– Print•Auris– Billboard•Auris–Global campaign

• Purchase funnel KPIs•Auris Purchase funnel KPIs•C seg. Purchase funnel KPIs

• TOYOTA DNA Image•Auris Image items•C segment image items

Brand section : Toyota

• Advertising recall

•Purchase funnel KPIs•Toyota Purchase funnel KPIs•Market Purchase funnel KPI’s

• TOYOTADNA Image•Toyota Image items•Market image items

• Advertising scores•Ad recall•All advertisements•C Verso– TV and image•C Verso– Print•C Verso– Billboard•C Verso–Global campaign

• Purchase funnel KPIs•C Verso Purchase funnel KPIs•C-MPV seg. Purchase funnel KPIs

• TOYOTA DNA Image•C Verso Image items•C-MPV segment image items

•Advertising scores•All advertisements•Corporate – TVand image•Corporate – Print•Corporate – Billboard

C-MPV : Corolla Verso

A segment: IQ

• Advertising scores•Ad recall•All advertisements•IQ – TVand image•IQ – Print

•IQ –Global campaign

•Purchase funnel KPIs•IQ Purchase funnel KPIs•A segment Purchase funnel KPIs

• TOYOTA DNA Image•IQ Image items•A segment image items

•IQ – Billboard

• Advertising scores•Ad recall•All advertisements•Land – TVand image•Land–Print•Land– Billboard•Land–Global campaign

•Purchase funnel KPIs•Land Purchase funnel KPIs•SUV seg. Purchase funnel KPIs

•TOYOTA DNA Image•Land image items•SUV segment image items

ContentsBAIT Methodology

• Methodology

• Questionnaire Structure

• Advertising indicators

•Image items

• Terminology

•Purchase funnel indicators

Brand section : Toyota

• Advertising recall

•Purchase funnel KPIs•Toyota Purchase funnel KPIs•Market Purchase funnel KPI’s

• TOYOTADNA Image•Toyota Image items•Market image items

• Advertising scores•Ad recall•All advertisements•Rav4– TVand image•Rav4– Print•Rav4– Billboard•Rav4–Global campaign

• Purchase funnel KPIs•Rav4 Purchase funnel KPIs•SUV seg. Purchase funnel KPIs

• TOYOTA DNA Image•Rav4 image items•SUV segment image items

•Advertising scores•All advertisements•Corporate –TV and image•Corporate– Print•Corporate– Billboard

Dsegment: Prius

• Advertising scores•Ad recall•All advertisements•Prius – TVand image•Prius – Print•Prius – Billboard•Prius –Global campaign

• Purchase funnel KPIs•Prius Purchase funnel KPIs•D segment Purchase funnel KPIs

• TOYOTA DNA Image•Prius Image items•D segment image items

Dsegment: Avensis

• Advertising scores•Ad recall•All advertisements•Avensis– TVand image•Avensis– Print•Avensis– Billboard•Avensis–Global campaign

• Purchase funnel KPIs•Avensis Purchase funnel KPIs•D segment Purchase funnel KPIs

• TOYOTA DNA Image•Avensis Image items•D segment image items

SUV-Compact: RAV4 SUV-Core: Land Cruiser

BAIT

UK - December 2008

Methodology and indicators

BAIT Methodology Advertisements tested the month following the aired period. Media tested : TV, print, posters. All results compared to automotive norms specific to the country.

Target: Main drivers of a car who intend to buy a NEW car in a specific sector. User-choosers of the brand & model of the car. If current car was bought second-hand, purchase intention is limited to 2 years.

Data collection: Face-to-Face CAPI interviews (Computer Assisted Personal Interviews). CAPI allows to show real advertisements on laptop screen. Fieldwork conducted by TNS local company

Samples & car sectors followed: 4 car sectors tracked:

A+B : 130 interviews per wave C+C-MPV : 130 interviews per wave D : 100 interviews per wave SUV : 100 interviews per wave

12 waves per year for B, C and D segments 6 waves for the SUV segment (February, April, June, August, October,

December) 360 / 460 interviews per wave - 4920 interviews per year.

BAIT questionnaire structure

Recruitment

Spontaneous advertising recall (brands and models)

Brand awareness (Prompted)

Brand global opinion (liking) and Image

Model awareness (spontaneous and prompted)

Model global opinion (liking) and image

Model consideration and preference

Display of the advertisements (Billboard / Print / TV)

Recognition of the advertisements & Attribution (Brand + Model)

Liking of adverts and Comprehension of TV spots (image items)

Socio-demographics

ADVERTISING PART

All advertisements tested are debranded, i.e. all brand, model names and logos have been erased.

MODEL PART

BRAND PART

Advertising indicators

1. Visibility/ImpactAdvertising recallQuestion F09: ”During the last three months, for which make or model of car have you seen or heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet ?”

RecognitionQuestion P01: ”I would like to know if you recall having seen/heard it, even if you don't recognize the make or the model”.

2. Brand and model attribution

Make attributionQuestion P03A: ”What make of car is it for ?”

Model attribution Question P03B: ”What model of car is it for ?”

Model Efficiency =Perfect attribution/Recognition

4. Messages conveyedComprehension of TVCsQuestion P05: ”After having seen this advert, which are the items amongst this list highlight features of this model ?”

3. EnjoymentLikingQuestion: “How much did you like the advert : like it a lot, liked it quite a lot, didn't like it very much, didn't like it at all ?”

Potential of your campaign to

generate impact and to work

efficiently for your model

Purchase Funnel indicators•Spontaneous Brand Awareness: % of respondents who spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.

•Prompted Brand Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)

•Brand Knowledge: % of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)

•Liking: % of respondents who say they have a good or very good opinion of the brand/model (7 to 10 on a 10-pt scale) - Question asked only to people who know the brand/model at least a little.

•Consideration: % of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale)

•Preference: % of respondents who declared they would certainly buy the brand/model when it is prompted to them. (score 1 on a 4 point scale)

AW

AR

EN

ES

SK

NO

WLED

GE

PR

EFE

REN

CE

LIK

ING

CO

NS

IDER

A

TIO

N

Image items – DNA pyramidIn

novati

on

Dri

vin

g

ple

asu

re

Desig

n

Images Items are available on Brand and Model levels % of respondents on the sector associating the prompted brand or model to the

statement. Basis: Respondents who declared to know the brand or model at least a little. Question: « Thinking of all brands or models you know at least a little, which brand or

model correspond the best to the following item »BRAND ITEMS MODEL ITEMS

•Is an innovative company

•Makes cars that are a pleasure to drive

•Makes comfortable cars

•Makes cars whose design is attractive

•Makes cars that have personality and character

•Makes reliable, high quality cars

•Makes cars which offer a good level of safety

•Offers advanced technology

•Is a pleasure to drive

•Is comfortable

•Has an attractive design

•Has personality and character

•Is reliable, is a high quality car

•Offer good level of safety

SQ

TerminologyAdvertising Recall

Aired period

Attribution

Brand

Brand/Model Awareness

Brand/Model Knowledge

Branding Efficiency

CAPI

Consideration

Display of advertisement

De-branded

Enjoyment

Execution

Global campaign

Image perception

Impact

Item

KPI

Liking

Messages conveyed

Model consideration

Model efficiency

Model Global opinion

Model Awareness

Model Knowledge

Norm

Preference

Presence in minds

Prompted

Purchase Intention

Recognition

Sample

Target

User Chooser

Visibility

Wave

A Advertising Recall: % of respondent who remember having seen or

heard any advertising either on Television, Cinema, Radio, Press, Billboard or Internet during the last 3 months. Spontaneous Advertising Recall: Spontaneous mentions of the

respondents Prompted Advertising Recall: Level of recall based on a prompted list of

models

Aired period: Period during which the campaign is aired

Attribution: % of respondents who are able to correctly identify the brand and/ or the model of a de-branded advertisement Make Attribution (Brand Attribution): % of respondents who are able to

correctly identify the car maker of a de-branded advertisement Model Attribution: % of respondents who are able to correctly identify the

model of a de-branded advertisement Perfect Attribution: % of respondents who are able to correctly identify

both brand and model of a de-branded advertisement

A B C D-E G I K-L M N P R-S-T U-V-W

B Brand: Within BAIT survey, brand is referring to the car maker (not to

the model)

Brand/Model Awareness: % of respondents who mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention. Spontaneous Brand/Model Awareness: % of respondents who

spontaneously mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.

Prompted Brand/Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)

Brand/Model Knowledge: % of respondents who know the brand/model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)

Branding Efficiency: Ratio Perfect attribution / Recognition


C CAPI: Computer Assisted Personnal Interview. Face to face interview

using a laptop

Consideration: % of respondents who declared they would probably or certainly buy the brand/model when it is prompted to them. (score 1 or 2 on a 4 point scale)


D-E Display of advertisement: advertisement is shown on the CAPI

screen to the respondent

De-branded: all brand, model names and logos are erased of the advertisement shown to the respondent.

Enjoyment: % of people who enjoyed watching the ad

Execution: the same as “advertisement”


G Global campaign : we consider a reach of all the advertisements

tested in the same wave for a model


I Image Perception: % of respondents who associated an image

characteristic to a specific brand / make as it is perceived through a TV advertisement.

Impact: Capacity of an advertisement to be remembered; i.e. capacity of an advertisement to generate visibility/ recall for a brand and/or model.

Item: Image characteristics


K-L KPI: Key Performance Indicators

Liking: Global opinion of a model / brand


M Messages Conveyed: % of respondents who associated an image

characteristic to a specific brand / make as it is perceived through a TV advertisement (same as Image .perception).

Model consideration: % of respondents who declared they would probably or certainly buy a model when it is prompted to them. (score 1 or 2 on a 4 point scale)

Model efficiency: Ratio model attribution / Recognition

Model Global opinion: same as liking

Click here for other terms starting with M >>


M Model Awareness: % of respondents who mentioned the model for

car owned, models known; models recalled or purchase intention. Spontaneous Model Awareness: % of respondents who spontaneously

mentioned the brand/model for car owned, brand/models known; brand/models recalled or purchase intention.

Prompted Model Awareness: % of respondents who are aware of the brand/model (at least a little) when it is prompted to them. (score 3 to 5 on a 5 point scale)

Model Knowledge: % of respondents who know the model very well or a fair amount when it is prompted to them. (score 4 to 5 on a 5 point scale)


N


Norm: Represents the benchmark of reference. It is an average of scores obtained by the market (segment of car) on the indicator considered over a period of 2 years. Norm: The norms may be considered as real standards since they are

calculated on a basis of at least 35 adverts tested in the corresponding category. Standards will remain stable throughout the year.

Semi-norm: Semi-standards refer to at least 20 adverts tested in the corresponding category; figures will remain stable.

Average: These figures indicate an average per category. The number of adverts tested (basis) is between 5 and 19. In each wave the average will be adapted and may move until the number of adverts tested arrives at 20. Then the average will become a semi-standard.

In case of less than 5 adverts tested per category there will be no average calculated.

P Preference: % of respondents who declared they would certainly buy

the brand/model when it is prompted to them. (score 1 on a 4 point scale)

Presence in minds: Level of visibility of a model / brand. It refers to the Spontaneous Advertising Recall indicator

Prompted: Assisted question on the opposite to the spontaneous one. It means that a list of brands/models/Items is proposed to the respondent to facilitate the answers.

Purchase Intention: same as preference


R-S-T Recognition: % of respondents who declared having seen the

advertisement shown

Sample: Fragment of population interviewed for the survey based on target specifications.

Target: Characteristics of the population recruited


U-V-W User Chooser: fact of being the person who decides the make and

model of car when buying a new vehicle.

Visibility: same as Spontaneous Advertising Recall and Presence in minds

Wave: Fieldwork period (11 per year, August is excluded)


Brand section

UK - December 2008

TOYOTA

Advertising Recall

UK - December 2008

Brand level

13.711.4

12.814.7

16.114.3

7.8 7.6

0

5

10

15

20

25

30

35

40

Last Year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Toyota Ford

Vauxhall Peugeot

Renault Volkswagen

Honda

Spontaneous advertising recall (%)

BRAND LEVEL– ADVERTISING RECALL

TOYOTA Presence in

Minds

Market

mean

Last

Year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 4.5 4.2 3.9 ND 4.2 ND 3.6 ND 5.9 ND 4.2 ND 3.2 ND 2.6

Advertising recall - Spontaneous (%) 12.4 13.7 11.4 ND 12.8 ND 14.7 ND 16.1 ND 14.3 ND 7.8 ND 7.6

Figures in bold = significantly higher / lower than current waveND : Not Delivered

From February 2008, brand figures include 4x4 segment. This may have a minor impact on the scores of the purchase funnel indicators and image indicators.

CORPORATE segment – ADVERTISING SCORES

Like a lot Total Like

1 CITROENPromotion 2008/Skater (30/C2/C4/C4

Pic/Berlingo)TV 63 49 34 82

2 B.M.W.EfficientDynamics/Helping to create

(40)TV 41 37 24 92

- Global Norm TV 42 29 22 78

3 TOYOTA Hybrid Synergy Drive/Idea (30) TV 20 12 7 64

4 HYUNDAI Gamme Hyundai/Harmonie (30) TV 18 5 10 65

LIKING : % (Basis :

recognition)MEDIARECOGNITION

(%)

MAKE

ATTRIBUTION (%)RANK MAKE CAMPAIGN/CREATION

Click here for all billboard campaign scores >>Click here for all print campaign scores >>

Period of 1st appearance: 16/10 - 12/11Period of test: 10/11 - 21/12

Ranking on Make attribution



- Global Average Bill 6 3 9 49

LIKING : % (Basis :


(%)

MAKE


Click here for all TV campaign scores >>Click here for all print campaign scores >>





1 PEUGEOT Blue Lion/Reduce (107,207,308/DP) Print 14 10 0 81

- Global Norm Print 9 5 18 74

2 TOYOTAMoreforless/0% finance

(DP/Auris/Verso/Yaris/Rav4)Print 7 3 9 39

3 TOYOTA Hybrid Synergy Drive/Earth paper (SP) Print 2 1

4 TOYOTA Hybrid Synergy Drive/Ticket (SP) Print 0 0

LIKING : % (Basis :


(%)

MAKE


Click here for all TV campaign scores >>Click here for all billboard campaign scores >>



Toyota – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)

Make Att. (%) EfficiencyReco. (%)

.

. Global Local Foreign

Period of 1st

appearance05/06 - 18/06 02/10 - 15/10 30/10 - 12/11

Period of test 30/06 - 27/07 27/10 - 23/11 24/11 - 21/12Reco. (%) 42 4 16 20Make Att. (%) 29 0 8 12Efficiency 0.7 0.0 0.5 0.6

Norm 07/08The Best Built Cars (60)

11/08Idea (30)

12/08Idea (30)

.

(Base > 30 Resp.) Global Local Foreign

Like a lot 22 9 7

Total Like 78 61 64

Norm07/08

The Best Built Cars (60)11/08

Idea (30)12/08

Idea (30)

Toyota – IMAGE PERCEPTION OF TV

Basis:16 (07/08)

-15

-1

0

-5

0

5

10

15

20

A pleasure to drive

Suitable for young people

Good engine performance

Has personality and character

Environment friendly

Innovative

Functional

Is a spacious car (passengers and luggage)

Good degree of safety

Comfortable

Suitable for womenRoad holding

Nice shape/design

Has status

Good level of equipment

For the family

Economical to run

Advanced technologically

Interesting price

Reliable, high quality car

Is prestigious

segment averageTV Range Toyota/The Best Built Cars (60)= the item is significantly above/below the segment average (95%)

Figures shown for the film (in %) correspond to the deviation from the segment average

Toyota – IMAGE PERCEPTION OF TV

Basis:129 (12/08)

-30

-20

-10

0

10

20

30

40

50

60


Economical to run


Innovative

Suitable for women

Interesting price

Road holding


Is prestigious

Has status


For the family



Fun to drive


Functional

A pleasure to drive

Suitable to drive in town

Comfortable



Nice shape/design

Suitable for all roads (roads, moutain ...)

segment averageTV Hybrid Synergy Drive/ Idea (30)= the item is significantly above/below the segment average (95%)


Toyota – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


No advertisements tested since January

2008

.


Period of 1st

appearancePeriod of testReco. (%) 6Make Att. (%) 3Efficiency 0.5

Norm

.


Like a lot 9

Total Like 49

Norm

Toyota – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance21/08 - 03/09 21/08 - 03/09 02/10 - 15/10 16/10 - 29/10 30/10 - 12/11 30/10 - 12/11

Period of test 15/09 - 12/10 15/09 - 12/10 27/10 - 23/11 10/11 - 07/12 24/11 - 21/12 24/11 - 21/12Reco. (%) 9 8 4 4 0 2 7Make Att. (%) 5 4 2 1 0 1 3Efficiency 0.6 0.6 0.4 0.3 0.0 0.3 0.5

12/08Earth paper (SP)

12/080% finance

(DP/Auris/Verso/Yaris/Ra

Norm10/08

0% finance (DP/Auris/Verso/Yaris/Ra

10/08To see the whole picture

(SP/Yaris/RAV4)

11/080% finance

(DP/Auris/Verso/Yaris/Ra12/08

Ticket (SP)

.


Like a lot 18 9

Total Like 74 39

Norm12/08

Earth paper (SP)

12/080% finance


10/080% finance


10/08To see the whole picture

(SP/Yaris/RAV4)

11/080% finance


12/08Ticket (SP)

Purchase Funnel KPIs

UK - December 2008

Brand level

Purchase Funnel -

TOYOTA

Market

mean

Last

Year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 98.8 99.8 98.8 ND 99.1 ND 98.4 ND 97.5 ND 96.1 ND 100 ND 100

A w a re n e ss - sp o n t (% ) 39.4 33.4 34.2 ND 28.7 ND 32.2 ND 42.7 ND 36.1 ND 35.1 ND 40.4

K n o w le d g e (% ) 28.1 21.4 22.4 ND 17.3 ND 21.3 ND 20.8 ND 27 ND 24.2 ND 24.6

L ik in g (% 7 -1 0 ) 75.8 74.2 77.4 ND 78.8 ND 76.7 ND 77.8 ND 79.3 ND 72.7 ND 78.9

C o n sid e ra tio n (% ) 19.8 19.1 15.8 ND 14.9 ND 14.3 ND 18.4 ND 19.7 ND 15 ND 16.7

P re fe re n c e (% ) 7.6 6.6 5.4 ND 3.3 ND 6.6 ND 7.5 ND 7.5 ND 4.9 ND 5.4

Awareness – Prompted (%)

Awareness – Spont. (%)

Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

TOYOTA – PURCHASE FUNNEL

0

20

40

60

80

100

120

Last Year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

Awareness - prompted(%)

Awareness - spont (%)

Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Figures in bold = significantly higher / lower than current waveReading limits : * base under 50 ND : Not Delivered


BRAND LEVEL – PURCHASE FUNNEL

Purchase Funnel - TOYOTA

and COMPETITORS

Mar

ket

mean

Toyota

Ford

Vau

xhal

l

Peugeot

Renau

lt

Volk

swag

en

Honda

A w a re n e ss - p ro mp te d (% ) 98.8 98.8 99.9 99.9 98.6 99 99.1 98.6

A w a re n e ss - sp o n t (% ) 39.4 34.2 71.4 57.7 47.9 41.8 43.2 29.9

K n o w le d g e (% ) 28.1 22.4 58.2 51.8 33.6 32 37.3 19.1

L ik in g (% 7 -1 0 ) 75.8 77.4 78 74.2 72 68.9 87 77.9

C o n sid e ra tio n (% ) 19.8 15.8 40.1 37 18.9 23.3 30.8 17.6

P re fe re n c e (% ) 7.6 5.4 17.2 15.6 7.1 7.9 9.8 6.3



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

YTD results Figures in bold = significantly higher / lower than Toyota brand / modelReading limits : * base under 50

Toyota DNA Pyramid

UK - December 2008

Brand level

TOYOTA - DNA PYRAMID

TOYOTA and COMPETITORS - DNA

PYRAMID

Market

mean

Last

Year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is a n in n o v a tiv e c o mp a n y 33.9 34.6 33.4 ND 30.8 ND 30.5 ND 38.8 ND 35.1 ND 30.6 ND 34.2

M a k e s c a rs th a t a re a p le a su re to d riv e 37 32.7 31.5 ND 25.9 ND 29 ND 37.1 ND 34.5 ND 29.9 ND 31.6

M a k e s c o mfo rta b le c a rs 47 41.6 40.7 ND 39.1 ND 39.4 ND 45.9 ND 42.7 ND 35.1 ND 41.8

M a k e s c a rs w h o se d e sig n is a ttra c tiv e 41.6 36.8 34 ND 34.1 ND 34.6 ND 40.3 ND 33.7 ND 30.9 ND 30.9

M a k e s c a rs th a t h a v e p e rso n a lity a n d c h a ra c te r 29.3 26.1 23 ND 22.9 ND 24.2 ND 27.9 ND 22.8 ND 20.2 ND 20.6

M a k e s re lia b le , h ig h q u a lity c a rs 47.7 46.6 46.9 ND 42.7 ND 42 ND 55.8 ND 47.8 ND 43.9 ND 48.3

M a k e s c a rs w h ic h o ffe r a g o o d le v e l o f sa fe ty 49.8 49.5 45.4 ND 39.4 ND 42.6 ND 49.8 ND 50.6 ND 42.9 ND 46.3

Dri

vin

g

ple

asur

Desi

gn

SQ

Makes cars that are a pleasure to drive

Makes comfortable cars

Makes cars whose design is attractive

Makes cars that have personality and

character

Makes cars which offer a good level of safety

Is an innovative company

Makes reliable, high quality cars



TOYOTA – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Market

mean

Last

Year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Makes technologically advanced cars 40 41.5 38.7 ND 32.6 ND 36.4 ND 47.6 ND 37.6 ND 35.9 ND 41.3

Acts in a responsible manner towards the environment 39.8 38.4 43.1 ND 37.9 ND 41.4 ND 47.9 ND 44.4 ND 40.4 ND 45.6

Makes cars which have good engine performances 44.7 38.8 39.5 ND 34.6 ND 37.7 ND 45.6 ND 39.1 ND 36.3 ND 42.8

Is a brand that I would like to own 32.7 30.2 27.2 ND 26.4 ND 25.6 ND 31.5 ND 30.7 ND 25 ND 24

Is a friendly and warm hearter brand 25.4 21.3 21 ND 20.4 ND 19.7 ND 23 ND 21.4 ND 19.4 ND 22

Makes cars which offer good value for money 33.2 30.1 28.4 ND 23.6 ND 28.1 ND 34.2 ND 30.2 ND 27.5 ND 26.2

Makes cars which have low running costs 29.5 33.4 28.6 ND 27.6 ND 30.2 ND 32.6 ND 26.9 ND 26.2 ND 28.5

Makes cars which use quality materials in the interior 40.4 34.5 ND ND ND ND 38.8 ND 31.9 ND 33.2



BRAND LEVEL - DNA PYRAMID

TOYOTA and COMPETITORS - DNA

PYRAMID

Mar

ket m

ean

Toyo

ta

Ford

Vaux

hall

Peug

eot

Rena

ult

Volk

swag

en

Hond

a

Innovat

ion

Is a n in n o v a tiv e c o mp a n y 33.9 33.4 32.5 33.2 25.7 26.7 38.9 35.3

M a k e s c a rs th a t a re a p le a su re to d riv e 37 31.5 39.6 39.9 30.1 30.6 44.8 34

M a k e s c o mfo rta b le c a rs 47 40.7 50.4 51 42.7 44.5 53.2 42.8

M a k e s c a rs w h o se d e sig n is a ttra c tiv e 41.6 34 42.1 45.9 39.1 35.2 47.8 39

M a k e s c a rs th a t h a v e p e rso n a lity a n d c h a ra c te r 29.3 23 29.8 32.1 26.3 27.7 34.4 23.7

M a k e s re lia b le , h ig h q u a lity c a rs 47.7 46.9 47.1 46.6 37.6 40.3 58.6 50.4

M a k e s c a rs w h ic h o ffe r a g o o d le v e l o f sa fe ty 49.8 45.4 50.3 50.4 41 46.5 61.4 47.8

Dri

vin

g

ple

asur

Desi

gn

SQ

Makes cars that are a pleasure to drive

Makes comfortable cars

Makes cars whose design is attractive

Makes cars that have personality and

character

Makes cars which offer a good level of safety

Is an innovative company

Makes reliable, high quality cars


BRAND LEVEL – OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Mar

ket m

ean

Toyo

ta

Ford

Vauxha

ll

Peuge

ot

Renau

lt

Volk

swag

en

Honda

Makes technologically advanced cars 40 38.7 35.5 35.4 27.5 30.2 47 43.3

Acts in a responsible manner towards the environment 39.8 43.1 44 43.4 38.1 38.4 43.8 42.2

Makes cars which have good engine performances 44.7 39.5 44.8 45 35.9 36.6 55.6 46.4

Is a brand that I would like to own 32.7 27.2 33.1 33.5 24.8 24 40 30.6

Is a friendly and warm hearter brand 25.4 21 33 34.6 24 24.9 29 22

Makes cars which offer good value for money 33.2 28.4 48.5 43.6 34 34.8 34.8 27.2

Makes cars which have low running costs 29.5 28.6 49.2 42.7 35 36.2 26.6 22.6

Makes cars which use quality materials in the interior 40.4 34.5 36.8 38.1 28.9 31.2 52 39.8


A segment

UK - December 2008

TOYOTA Aygo

A segment

UK - December 2008

BAIT Advertising scores

0.90.7

0.0 0.0 0.0

1.6

2.4 2.5

0.7

0.0 0.0

0.8 0.8

0.00

1

2

3

4

5

6

Last year YTD J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec

TOYOTA Aygo

VOLKSWAGEN Fox

PEUGEOT 107

CITROEN C1

KIA Picanto

FIAT Panda

RENAULT Twingo

FORD Ka

FIAT 500


A segment – ADVERTISING RECALL

Aygo Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 0.3 0.4 0.3 0 0 0 0 0.8 2.5 0.7 0 0 0 0 0

Advertising recall - Spontaneous (%) 0.9 0.9 0.7 0 0 0 1.6 2.4 2.5 0.7 0 0 0.8 0.8 0

Advertising recall - P rompted (%) 2 2.8 2.2 3.8 1.6 3.2 2.3 4.8 2.5 1.5 1.6 0.8 0.8 0.8 2.3


A+B segment – ADVERTISING SCORES


1 VAUXHALL CORSACorsa follow up (2008)/Concert

(30)TV 67 56 54 23 75

2 FORD FIESTA New Fiesta (2008)/Tvs joining (30) TV 34 28 27 18 84

- Global Norm TV 42 25 19 25 79

3 VAUXHALL MERIVAZafira and Meriva/Flexworld

(30/October)TV 48 25 14 5 77

4 PEUGEOT 207207 follow up (2008)/Heartbeat

(30)TV 37 18 8 8 65

5 VAUXHALL ZAFIRAZafira and Meriva/Flexworld

(30/October)TV 48 25 5 5 77

6 PEUGEOT 207 Blue Lion/Reduce (207/30) TV 26 13 5 9 68

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)

RANK MAKE MODEL CAMPAIGN/CREATION



Ranking on Perfect attribution



- Global Average Bill 10 5 4 25 83

1 PEUGEOT PARTNERPartner Tepee (2008)/Tepee

VersatileBill 4 2 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





A+B segment – ADVERTISING SCORES (1/2)


1 FORD FIESTA New Fiesta (2008)/This is now (DP) Print 24 21 20 29 90

2 VAUXHALL CORSAOffers Vauxhall (2008)/3 years 0%

APR (DP)Print 16 14 13

3 PEUGEOT 207 Blue Lion/Reduce (207) Print 13 13 8

4 PEUGEOT 207207 follow up (2008)/Hearbeat

Wallet (DP/Price)Print 12 10 8

5 FIAT 500500 Eco Drive/Take it from a donkey

(DP)Print 11 8 8

6 FIAT 500 500 Eco Drive/Obey the cake (SP) Print 10 8 8


Office (DP/Price)Print 12 11 7

8 RENAULT CLIO Dynamique/No interest (SP/Clio) Print 8 6 6

9 NISSAN MICRAPromotion 2008/So much extra

(DP/Micra, Note)Print 9 8 5

10 VW POLOCollection Ecolo Chic/Bursting with

extras (SP)Print 9 6 5

11 NISSAN NOTEPromotion 2008/So much extra


- Global Norm Print 9 5 4 18 77

12 SEAT IBIZAIbiza SC (2008)/There can be

(SP/Red)Print 7 5 3


14 VAUXHALL CORSACorsa follow up (2008)/Vauxhall's

big value drive (SP)Print 6 3 2

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







15 SEAT IBIZAEcomotive/With typical 0% APR

(SP)Print 5 4 2

16 SKODA FABIA Greenline/Miles (SP) Print 4 2 2

17 VAUXHALL CORSAVXR Artic Edition/Limited Addiction

(DP)Print 2 2 2

18 FIAT PUNTO Abarth (2008)/When will you (SP) Print 3 2 1

19 HONDA JAZZJ azz follow up (2008)/I'm a Brown

Owl (SP)Print 2 1 1

20 SEAT ALHAMBRAEcomotive/With typical 0% APR

(SP)Print 5 4 0

21 HONDA FITLaunch Fit (2008)/Avoid gas hogs

(DP)Print 2 1 0


Versatile (SP)Print 2 0 0

23 RENAULT TWINGO RenaultSport 133/Excitement (SP) Print 1 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Aygo – FOCUS ON MEDIA TV

Basis: Purchase intenders of a new car in segment A or B

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)

Make Att. (%) Perfect Att. (%) EfficiencyReco. (%)


2008

.


Period of 1st

appearancePeriod of testReco. (%) 42Make Att. (%) 25Perfect Att. (%) 19Efficiency 0.5

Norm

.


Like a lot 25

Total Like 79

Norm

Aygo – FOCUS ON MEDIA BILLBOARD


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 25

Total Like 83

Norm

Aygo – FOCUS ON MEDIA PRINT


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance24/01 - 06/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04 24/04 - 07/05

Period of test 18/02 - 16/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06 19/05 - 15/06Reco. (%) 9 6 2 2 2 4 6Make Att. (%) 5 2 1 1 1 0 2Perfect Att. (%) 4 2 1 1 0 0 0Efficiency 0.4 0.3 0.5 0.3 0.0 0.0 0.0

05/08Is forged (DP/Aygo)

06/08The new price of platinium

(SP)

Norm 03/08Is forged (DP/Aygo)



(SP)


(SP)

.


Like a lot 18

Total Like 77

Norm05/08

Is forged (DP/Aygo)


(SP)




(SP)


(SP)

Aygo – GLOBAL CAMPAIGN IMPACT


0

20

40

60

80

100

(%)

Make Att. (%) Perfect Att. (%)Reco. (%)

.

02/08

(1 Print)

03/08

(1 Print)

04/08

(2 Print)

05/08

(1 Print)

05/08

(1 Print)

06/08

(1 Print)

Period of 1st

appearance10/01 - 23/01 24/01 - 06/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04 24/04 - 07/05

Period of test 04/02 - 02/03 18/02 - 16/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06 19/05 - 15/06

Reco. (%) 5 6 4 2 4 6

Make Att. (%) 2 2 2 1 0 2

Perfect Att. (%) 0 2 2 0 0 0

Global Campaign impact = at least one advert recognized / attributed within one period of test

No norm available for the “Global campaign” level.

A segment

UK - December 2008

BAIT Purchase Funnel

Purchase Funnel - Aygo Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 69.8 57 61.4 56.1 63.3 64.5 58.9 61.3 60.7 60.4 53.2 63.5 64.6 64.3 66.2

A w a re n e ss - sp o n t (% ) 4.3 4 3.6 0.8 3.1 4.8 5.4 7.3 4.9 2.2 4 2.4 2.4 3.1 3.1

K n o w le d g e (% ) 4.8 3.6 3.5 3 1.6 4.8 2.3 4 4.1 2.2 5.6 1.6 3.9 4.7 3.8

L ik in g (% 7 -1 0 ) 56.8 60.3 69.5 * * * * * * * * * * * *

C o n sid e ra tio n (% ) 3.7 4.7 4.4 2.3 3.1 7.3 4.7 6.5 4.9 2.2 6.3 3.2 3.1 3.1 6.2

P re fe re n c e (% ) 1.3 1.7 1.6 0.8 1.6 4 1.6 2.4 1.6 0.7 3.2 0 1.6 1.6 0.8



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Aygo – PURCHASE FUNNEL

0

10

20

30

40

50

60

70

80

90




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


A segment – PURCHASE FUNNEL

Purchase Funnel Aygo and

COMPETITORS

Segm

ent

Mean

Aygo

Fox

10

7

C1

Pic

anto

Pan

da

Tw

ingo

Ka

50

0

A w a re n e ss - p ro mp te d (% ) 69.8 61.4 51.9 86.2 81.8 66.6 87.7 51 96.9 57.1

A w a re n e ss - sp o n t (% ) 4.3 3.6 2.5 4.5 4.2 2.2 3.9 2 13 3.5

K n o w le d g e (% ) 4.8 3.5 2.5 5.9 3.1 2.4 5.6 0.9 18.8 2

L ik in g (% 7 -1 0 ) 56.8 69.5 62.2 55 49.6 59.3 42.2 55.6 63.5 50.9

C o n sid e ra tio n (% ) 3.7 4.4 2 5 3.1 2.1 2.6 1.3 11.7 2.1

P re fe re n c e (% ) 1.3 1.6 0.7 1.7 1.1 0.8 0.8 0.4 4.1 0.8



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


A segment

UK - December 2008

BAIT Image items

Aygo – DNA PYRAMID

Aygo and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 18.4 28.1 29.9 * * * * * * * * * * * *

Is a p le a su re to d riv e 16.9 24.7 25 * * * * * * * * * * * *

Is c o mfo rta b le 20.5 28.9 27.4 * * * * * * * * * * * *

H a s a n a ttra c tiv e d e sig n 20.8 33.6 29.3 * * * * * * * * * * * *

H a s p e rso n a lity a n d c h a ra c te r 18.1 24.7 20.1 * * * * * * * * * * * *

Is re lia b le , is a h ig h q u a lity c a r 22.7 32.9 33.5 * * * * * * * * * * * *

O ffe rs a g o o d le v e l o f sa fe ty 27.5 33.6 32.3 * * * * * * * * * * * *

Dri

vin

g

ple

asur

Desi

gn

SQ

Is a pleasure to drive

Is comfortable

Has an attractive design


Offers a good level of safety

Is technologically advanced

Is reliable, is a high quality car


Aygo – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 29.4 24.2 36 * * * * * * * * * * * *

Has good engine performance 22.1 28.1 28 * * * * * * * * * * * *

Has good road holding 23 32.9 31.1 * * * * * * * * * * * *

Is trendy 21.3 25.3 29.3 * * * * * * * * * * * *

Has status 9 7 12.8 * * * * * * * * * * * *

Is a car for the family 8.6 14.1 * * * * * * *

Is well equipped 20.5 27.2 28.7 * * * * * * * * * * * *

Is a spacious car (passengers and luggages) 9.9 16.7 16.5 * * * * * * * * * * * *

Has an adjustable interior 14.3 21.9 15.2 * * * * * * * * * * * *

Is good value for money 23 21.9 25 * * * * * * * * * * * *

Uses quality materials in the interior 17.9 20.5 * * * * * *


A segment - DNA PYRAMID

Aygo and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

Aygo

Fox

107

C1

Pic

anto

Pand

a

Tw

ingo

Ka

500

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 18.4 29.9 22.5 17.3 19.9 17.1 9.3 15.6 19.5 16.7

Is a p le a su re to d riv e 16.9 25 13.5 15.6 11.5 14.3 8.2 12.2 23.3 13.2

Is c o mfo rta b le 20.5 27.4 23.4 21.8 15.5 17.1 12.3 14.4 25.2 15.8

H a s a n a ttra c tiv e d e sig n 20.8 29.3 16.2 21.8 16.4 21.4 12.3 22.2 23.3 25.4

H a s p e rso n a lity a n d c h a ra c te r 18.1 20.1 17.1 17.6 15.5 17.1 11.6 15.6 21.2 25.4

Is re lia b le , is a h ig h q u a lity c a r 22.7 33.5 29.7 23.8 20.8 25.7 10.8 21.1 25.2 14

O ffe rs a g o o d le v e l o f sa fe ty 27.5 32.3 27.9 28.9 24.3 23.6 18.3 31.1 31.1 25.4

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







A segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Aygo

Fox

107

C1

Pic

ant

o

Panda

Tw

ingo

Ka

500

Is environment friendly 29.4 36 27 27.5 25.7 34.3 19 25.6 34.1 28.9

Has good engine performance 22.1 28 28.8 22.1 18.1 20.7 11.6 18.9 26.5 20.2

Has good road holding 23 31.1 22.5 23.8 16.8 26.4 11.9 23.3 27.9 16.7

Is trendy 21.3 29.3 18.9 18.4 14.2 23.6 14.9 13.3 26.1 28.1

Has status 9 12.8 9 12.5 10.2 6.4 2.2 4.4 9.1 12.3

Is a car for the family 8.6 14.1 11.7 13.9 3.5 6.6 5.6 3.3 8.9 3.9

Is well equipped 20.5 28.7 23.4 22.9 19 19.3 9.3 24.4 22.3 18.4

Is a spacious car (passengers and luggages) 9.9 16.5 9 13.3 9.3 6.4 4.1 14.4 10.2 4.4

Has an adjustable interior 14.3 15.2 14.4 16.1 11.9 6.4 7.1 22.2 16.8 18.4

Is good value for money 23 25 17.1 20.4 24.3 29.3 20.1 11.1 26.7 21.9

Uses quality materials in the interior 17.9 20.5 27.9 23.7 14.8 8.8 7.7 8 20.3 21.7


A segment

UK - December 2008

TOYOTA IQ

A segment

UK - December 2008


0.40.0

0.8

0.0

0.8

0

1

2

3

4

5

6


TOYOTA IQ

VOLKSWAGEN Fox

PEUGEOT 107

CITROEN C1

KIA Picanto

FIAT Panda

RENAULT Twingo

FORD Ka

FIAT 500


A segment – ADVERTISING RECALL

IQ Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 0.3 0 0 0 0 0

Advertising recall - Spontaneous (%) 0.9 0.4 0 0.8 0 0.8

Advertising recall - P rompted (%) 2 0.4 0 0.8 0 0.8





(30)TV 67 56 54 23 75


- Global Norm TV 42 25 19 25 79


(30/October)TV 48 25 14 5 77


(30)TV 37 18 8 8 65


(30/October)TV 48 25 5 5 77


LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)









VersatileBill 4 2 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)














(DP)Print 11 8 8













(SP/Red)Print 7 5 3




LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)








(SP)Print 5 4 2



(DP)Print 2 2 2



Owl (SP)Print 2 1 1


(SP)Print 5 4 0


(DP)Print 2 1 0




LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





IQ – FOCUS ON MEDIA TV


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 25

Total Like 79

Norm

IQ – FOCUS ON MEDIA BILLBOARD


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 25

Total Like 83

Norm

IQ – FOCUS ON MEDIA PRINT


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 18

Total Like 77

Norm

IQ – GLOBAL CAMPAIGN IMPACT



.

Period of 1st

appearance

Period of test

Reco. (%)

Make Att. (%)

Perfect Att. (%)




2008

A segment

UK - December 2008


Purchase Funnel - IQ Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 69.8 31.8 28.6 34.6 29.5 34.6

A w a re n e ss - sp o n t (% ) 4.3 0.8 0 1.6 0 1.5

K n o w le d g e (% ) 4.8 1 0 2.4 0.8 0.8

L ik in g (% 7 -1 0 ) 56.8 * * * *

C o n sid e ra tio n (% ) 3.7 0.6 0 0.8 0 1.5

P re fe re n c e (% ) 1.3 0 0 0 0 0



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

IQ – PURCHASE FUNNEL

0

5

10

15

20

25

30

35

40




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


A segment – PURCHASE FUNNEL

Purchase Funnel IQ and

COMPETITORS

Segm

ent

Mean

IQ Fox

10

7

C1

Pic

anto

Pan

da

Tw

ingo

Ka

50

0

A w a re n e ss - p ro mp te d (% ) 69.8 31.8 51.9 86.2 81.8 66.6 87.7 51 96.9 57.1

A w a re n e ss - sp o n t (% ) 4.3 0.8 2.5 4.5 4.2 2.2 3.9 2 13 3.5

K n o w le d g e (% ) 4.8 1 2.5 5.9 3.1 2.4 5.6 0.9 18.8 2

L ik in g (% 7 -1 0 ) 56.8 * 62.2 55 49.6 59.3 42.2 55.6 63.5 50.9

C o n sid e ra tio n (% ) 3.7 0.6 2 5 3.1 2.1 2.6 1.3 11.7 2.1

P re fe re n c e (% ) 1.3 0 0.7 1.7 1.1 0.8 0.8 0.4 4.1 0.8



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


A segment

UK - December 2008

BAIT Image items

IQ – DNA PYRAMID

IQ and COMPETITORS - DNA PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 18.4 * * * *

Is a p le a su re to d riv e 16.9 * * * *

Is c o mfo rta b le 20.5 * * * *

H a s a n a ttra c tiv e d e sig n 20.8 * * * *

H a s p e rso n a lity a n d c h a ra c te r 18.1 * * * *

Is re lia b le , is a h ig h q u a lity c a r 22.7 * * * *

O ffe rs a g o o d le v e l o f sa fe ty 27.5 * * * *

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







IQ – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 29.4 * * * *

Has good engine performance 22.1 * * * *

Has good road holding 23 * * * *

Is trendy 21.3 * * * *

Has status 9 * * * *

Is a car for the family 8.6 * * * *

Is well equipped 20.5 * * * *

Is a spacious car (passengers and luggages) 9.9 * * * *

Has an adjustable interior 14.3 * * * *

Is good value for money 23 * * * *

Uses quality materials in the interior 17.9 * * * *


A segment - DNA PYRAMID

IQ and COMPETITORS - DNA PYRAMID

Segm

ent

Mea

n

IQ Fox

107

C1

Pic

anto

Pand

a

Tw

ingo

Ka

500

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 18.4 * 22.5 17.3 19.9 17.1 9.3 15.6 19.5 16.7

Is a p le a su re to d riv e 16.9 * 13.5 15.6 11.5 14.3 8.2 12.2 23.3 13.2

Is c o mfo rta b le 20.5 * 23.4 21.8 15.5 17.1 12.3 14.4 25.2 15.8

H a s a n a ttra c tiv e d e sig n 20.8 * 16.2 21.8 16.4 21.4 12.3 22.2 23.3 25.4

H a s p e rso n a lity a n d c h a ra c te r 18.1 * 17.1 17.6 15.5 17.1 11.6 15.6 21.2 25.4

Is re lia b le , is a h ig h q u a lity c a r 22.7 * 29.7 23.8 20.8 25.7 10.8 21.1 25.2 14

O ffe rs a g o o d le v e l o f sa fe ty 27.5 * 27.9 28.9 24.3 23.6 18.3 31.1 31.1 25.4

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







A segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

IQ Fox

107

C1

Pic

ant

o

Panda

Tw

ingo

Ka

500

Is environment friendly 29.4 * 27 27.5 25.7 34.3 19 25.6 34.1 28.9

Has good engine performance 22.1 * 28.8 22.1 18.1 20.7 11.6 18.9 26.5 20.2

Has good road holding 23 * 22.5 23.8 16.8 26.4 11.9 23.3 27.9 16.7

Is trendy 21.3 * 18.9 18.4 14.2 23.6 14.9 13.3 26.1 28.1

Has status 9 * 9 12.5 10.2 6.4 2.2 4.4 9.1 12.3

Is a car for the family 8.6 * 11.7 13.9 3.5 6.6 5.6 3.3 8.9 3.9

Is well equipped 20.5 * 23.4 22.9 19 19.3 9.3 24.4 22.3 18.4

Is a spacious car (passengers and luggages) 9.9 * 9 13.3 9.3 6.4 4.1 14.4 10.2 4.4

Has an adjustable interior 14.3 * 14.4 16.1 11.9 6.4 7.1 22.2 16.8 18.4

Is good value for money 23 * 17.1 20.4 24.3 29.3 20.1 11.1 26.7 21.9

Uses quality materials in the interior 17.9 * 27.9 23.7 14.8 8.8 7.7 8 20.3 21.7


B segment

UK - December 2008

TOYOTA Yaris

B segment

UK - December 2008


12.7

7.9

12.914.8

12.114.0

8.19.8

7.5 6.3

1.6 2.4 2.3 3.10

5

10

15

20

25

30

35

40

45


TOYOTA Yaris

VOLKSWAGEN Polo

PEUGEOT 206

PEUGEOT 207

FORD Fiesta

VAUXHALL Corsa

RENAULT Clio

CITROEN C3

FIAT Punto


B segment – ADVERTISING RECALL

Yaris Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.8 4.5 2.5 3.8 5.5 4.8 3.1 2.4 2.5 3.7 0 0 0.8 2.3 0.8

Advertising recall - Spontaneous (%) 4.8 12.7 7.9 12.9 14.8 12.1 14 8.1 9.8 7.5 6.3 1.6 2.4 2.3 3.1

Advertising recall - P rompted (%) 9.7 24.9 22 28 19.5 32.3 29.5 32.3 23.8 26.9 17.5 13.5 14.2 19.4 7.7





(30)TV 67 56 54 23 75


- Global Norm TV 42 25 19 25 79


(30/October)TV 48 25 14 5 77


(30)TV 37 18 8 8 65


(30/October)TV 48 25 5 5 77


LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)









VersatileBill 4 2 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)














(DP)Print 11 8 8













(SP/Red)Print 7 5 3




LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)








(SP)Print 5 4 2



(DP)Print 2 2 2



Owl (SP)Print 2 1 1


(SP)Print 5 4 0


(DP)Print 2 1 0




LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Yaris – FOCUS ON MEDIA TV


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance24/01 - 06/02 24/01 - 06/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 20/03 - 02/04

Period of test 18/02 - 16/03 18/02 - 16/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05 14/04 - 18/05Reco. (%) 42 57 63 59 45 67 59Make Att. (%) 25 34 40 44 31 54 37Perfect Att. (%) 19 31 38 41 29 52 35Efficiency 0.5 0.6 0.6 0.7 0.6 0.8 0.6

05/08Revenge (30/2B-08)

05/08At a training exercise

(30/2B-08)

Norm03/08

At a training exercise (30/12B-07)

03/08Revenge (30/12B-07)

04/08Revenge (30/2B-08)


(30/2B-08)

.


Like a lot 25 22 23 27 22 24 26

Total Like 79 78 84 83 83 89 89

Norm05/08

Revenge (30/2B-08)


(30/2B-08)


(30/12B-07)

03/08Revenge (30/12B-07)

04/08Revenge (30/2B-08)


(30/2B-08)

Yaris – IMAGE PERCEPTION OF TV

Basis:77 (03/08)

-10

-5

0

5

10

15

20

25

30

Suitable for women

Comfortable

Functional



Economical to run


Has status


Nice shape/design

Environment friendlyRoad holding

Interesting price

Is prestigious





For the family

Innovative

A pleasure to drive

segment averageTV Yaris follow up/Revenge (30/12B-07)= the item is significantly above/below the segment average (95%)



Basis:69 (03/08)

-10

-5

0

5

10

15

20


Road holding


Economical to run

Nice shape/design

Functional




Has status

ComfortableA pleasure to drive


Interesting price

Is prestigious


Innovative



For the family

Suitable for women

segment averageTV SR/At a training exercise (30/12B-07)= the item is significantly above/below the segment average (95%)



Basis:131 (05/08)

-8

-6

-4

-2

0

2

4

6

8

1

0

12


Has status

Road holding

Nice shape/design


A pleasure to drive



Functional


ComfortableSuitable for young peopleGood degree of safety

Interesting price



Is prestigious

Economical to run



Suitable for women

Innovative

For the family

segment averageTV Yaris follow up/At a training exercise (30/2B-08)= the item is significantly above/below the segment average (95%)



Basis:157 (05/08)

-15

-1

0

-5

0

5

10

15

20

25

Suitable for women


Functional


Nice shape/design

Economical to run





ComfortableEnvironment friendlyA pleasure to drive

Has status


Innovative



Is prestigious


Interesting price

Road holding

For the family

segment averageTV Yaris follow up/Revenge (30/2B-08)= the item is significantly above/below the segment average (95%)


Yaris – FOCUS ON MEDIA BILLBOARD


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 25

Total Like 83

Norm

Yaris – FOCUS ON MEDIA PRINT


0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance05/06 - 18/06 05/06 - 18/06 03/07 - 16/07 31/07 - 20/08 02/10 - 15/10

Period of test 30/06 - 27/07 30/06 - 27/07 28/07 - 24/08 01/09 - 28/09 27/10 - 23/11Reco. (%) 9 7 7 13 12 2Make Att. (%) 5 6 6 10 8 1Perfect Att. (%) 4 4 6 10 8 0Efficiency 0.4 0.5 0.9 0.8 0.7 0.0

11/08O% APR typical (SP/Yaris/Auris)

Norm 07/08More for less (SP/Yaris)

07/08Fashionably never late

(SP)


(SP)


(SP)

.


Like a lot 18

Total Like 77

Norm 11/08O% APR typical (SP/Yaris/Auris)

07/08More for less (SP/Yaris)


(SP)


(SP)


(SP)

Yaris – GLOBAL CAMPAIGN IMPACT


0

20

40

60

80

100

(%)


.

03/08

(1 Print)

04/08

(2 TV)

04/08

(1 Print)

05/08

(2 TV)

05/08

(2 Print)

06/08

(2 Print)

07/08

(2 Print)

08/08

(1 Print)

09/08

(1 Print)

11/08

(1 Print)

Period of 1st

appearance07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 03/04 - 23/04 08/05 - 21/05 05/06 - 18/06 03/07 - 16/07 31/07 - 20/08 02/10 - 15/10

Period of test 03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 05/05 - 01/06 02/06 - 29/06 30/06 - 27/07 28/07 - 24/08 01/09 - 28/09 27/10 - 23/11

Reco. (%) 2 66 9 77 10 12 12 13 12 2

Make Att. (%) 2 48 5 57 7 9 10 10 8 1

Perfect Att. (%) 2 44 5 54 6 4 7 10 8 0



B segment

UK - December 2008


Purchase Funnel - Yaris Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 84 95.5 94.6 93.9 96.9 91.9 88.4 96 92.6 93.3 92.1 96.8 96.9 98.4 97.7

A w a re n e ss - sp o n t (% ) 15.7 25.8 24.9 26.5 24.2 25.8 27.9 32.3 23.8 23.9 20.6 23 21.3 24 25.4

K n o w le d g e (% ) 13.8 20.1 20.4 15.9 14.1 16.9 18.6 25 21.3 20.9 23 16.7 18.9 27.9 26.2

L ik in g (% 7 -1 0 ) 72.2 74.9 82.1 83.5 82.4 83.7 83.2 83.8 86.1 84.6 83.8 76.1 76.8 79.5 80.3

C o n sid e ra tio n (% ) 12.9 24 20.8 24.2 22.7 21 20.2 25.8 23.8 16.4 21.4 19 16.5 20.2 18.5

P re fe re n c e (% ) 4.4 8.4 6.6 6.8 2.3 6.5 10.1 8.9 6.6 5.2 9.5 4 3.1 9.3 6.9



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Yaris – PURCHASE FUNNEL

0

20

40

60

80

100

120




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


B segment – PURCHASE FUNNEL

Purchase Funnel Yaris and

COMPETITORS

Segm

ent

Mean

Yar

is

Polo

20

6

20

7

Fie

sta

Cors

a

Clio

C3

Punto

A w a re n e ss - p ro mp te d (% ) 84 94.6 97.7 94.7 93.4 99.4 99.4 98 87.2 96.3

A w a re n e ss - sp o n t (% ) 15.7 24.9 23.8 14 19.1 55.5 55.8 41.3 10.1 13.4

K n o w le d g e (% ) 13.8 20.4 24.2 18.1 18.8 44.4 44 34.4 5.2 13.3

L ik in g (% 7 -1 0 ) 72.2 82.1 84.1 75.8 75.7 79.3 76.4 76.4 51.4 57.1

C o n sid e ra tio n (% ) 12.9 20.8 25.5 15.9 21.4 35.3 38.2 31.7 5.4 11.2

P re fe re n c e (% ) 4.4 6.6 5.4 4.1 7.5 14.2 15.3 10.5 2.2 3.4



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


B segment

UK - December 2008

BAIT Image items

Yaris – DNA PYRAMID

Yaris and COMPETITORS - DNA PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 29.1 37 33 48.4 43.5 35.6 35.5 38.5 36.9 26.8 20.7 23.9 26.8 29.9 34.6

Is a p le a su re to d riv e 29.1 32.2 26.2 30.8 24.1 22.1 28 32.5 35.2 26 19.8 20.2 21.4 25.6 27.6

Is c o mfo rta b le 35.9 39.2 34.9 36.3 31.5 35.6 42.1 44.4 41.8 30.1 29.7 33 26.8 33.3 37

H a s a n a ttra c tiv e d e sig n 36.5 39.4 35.4 42.9 38.9 42.3 43.9 45.3 41 29.3 30.6 30.3 23.2 29.1 34.6

H a s p e rso n a lity a n d c h a ra c te r 26.9 31.1 24.7 28.6 26.9 27.9 29 33.3 32.8 21.1 17.1 20.2 20.5 20.5 22

Is re lia b le , is a h ig h q u a lity c a r 38.7 44.9 43.8 53.8 48.1 43.3 49.5 55.6 53.3 36.6 35.1 40.4 37.5 36.8 39.4

O ffe rs a g o o d le v e l o f sa fe ty 43.7 48.9 48 51.6 52.8 49 51.4 58.1 57.4 44.7 36.9 38.5 39.3 40.2 49.6

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Yaris – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 37.9 37 39.4 44 39.8 37.5 42.1 40.2 47.5 50.4 38.7 28.4 28.6 37.6 39.4

Has good engine performance 35.5 36.6 36.8 46.2 33.3 31.7 43 48.7 45.9 35 28.8 35.8 35.7 33.3 33.9

Has good road holding 37.1 38.8 38 41.8 34.3 40.4 46.7 49.6 43.4 27.6 26.1 33 33 35 43.3

Is trendy 32.3 32.1 32.3 36.3 32.4 35.6 42.1 45.3 40.2 29.3 27 28.4 26.8 26.5 26

Has status 20.5 20 17.5 23.1 21.3 15.4 14 23.1 24.6 17.9 16.2 16.5 13.4 14.5 15

Is a car for the family 27.6 24.8 27.9 24.4 22.5 29.4 24.1 20.5 26

Is well equipped 37.3 41.4 39.9 46.2 42.6 39.4 42.1 47.9 50 36.6 33.3 37.6 31.3 34.2 39.4

Is a spacious car (passengers and luggages) 28.1 33.2 28.1 36.3 36.1 36.5 37.4 34.2 28.7 22.8 24.3 26.6 25 18.8 18.9

Has an adjustable interior 30.2 24.2 31.7 25.3 19.4 21.2 29.9 37.6 44.3 35.8 33.3 34.9 26.8 25.6 34.6

Is good value for money 29.9 29.8 28.7 29.7 25.9 27.9 32.7 35 33.6 25.2 27.9 27.5 20.5 28.2 30.7

Uses quality materials in the interior 32.5 31.7 29 30.6 28.4 27.7 33.3 36.2


B segment - DNA PYRAMID

Yaris and COMPETITORS - DNA PYRAMID

Segm

ent

Mea

n

Yari

s

Polo

206

207

Fie

sta

Cors

a

Clio

C3

Punt

o

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 29.1 33 35.6 24.5 27.7 31.6 36.1 32.7 20.5 19.7

Is a p le a su re to d riv e 29.1 26.2 34 23.5 29.1 37.6 40.3 33.4 15.8 22.7

Is c o mfo rta b le 35.9 34.9 41.5 33.3 37.2 46.4 48.8 43 21.1 30.2

H a s a n a ttra c tiv e d e sig n 36.5 35.4 38.6 30.1 42.6 43.9 49.1 44.1 22.1 27.9

H a s p e rso n a lity a n d c h a ra c te r 26.9 24.7 27.4 24.8 27.2 29.6 36.7 34.1 15.1 20.9

Is re lia b le , is a h ig h q u a lity c a r 38.7 43.8 48.5 35 38.1 45.1 49 43 22.4 26.9

O ffe rs a g o o d le v e l o f sa fe ty 43.7 48 54.3 39.5 44.8 49.8 52.2 49.2 28.1 33.6

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







B segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Yari

s

Polo

206

207

Fie

sta

Cors

a

Clio

C3

Punto

Is environment friendly 37.9 39.4 39.5 34 39.8 43.9 47.2 43.6 29.3 28.5

Has good engine performance 35.5 36.8 42 31.7 36.1 41.3 45 39.3 25.9 28.3

Has good road holding 37.1 38 42.1 33 38.7 45.6 46 42.3 25.2 28.6

Is trendy 32.3 32.3 29.4 27.8 36.6 36.7 46 40.6 15.8 23.6

Has status 20.5 17.5 26.4 16.3 23.6 24.5 28.8 26.2 9.8 11.1

Is a car for the family 27.6 24.8 32.6 29.9 42.3 35.5 33.8 19.1 24.6

Is well equipped 37.3 39.9 41.7 32.4 39.9 44 49 45.1 23.7 28.1

Is a spacious car (passengers and luggages) 28.1 28.1 34.1 30.1 30.1 40.6 37.6 32.6 18.6 23.9

Has an adjustable interior 30.2 31.7 34.5 23.2 30.5 38.1 40.7 34.2 17 25.5

Is good value for money 29.9 28.7 26.7 24.8 27.3 38.8 42.4 37.9 24.9 30.9

Uses quality materials in the interior 32.5 31.7 44.4 37.3 40 41 37 19 19.7


C segment

UK - December 2008

TOYOTA Auris

C segment

UK - December 2008


2.63.5

2.3 1.5 2.4 1.5 0.8

5.1 5.5

8.3

3.24.7

3.2 3.8

0

5

10

15

20

25

30


TOYOTA Auris

TOYOTA Corolla

VOLKSWAGEN Golf

PEUGEOT 308

FORD Focus

VAUXHALL Astra

RENAULT Megane

HONDA Civic

KIA Ceed


C segment – ADVERTISING RECALL

Auris Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.8 0.8 1.2 0.8 1.5 0.8 0 0.8 1.7 2.4 2.3 1.6 0.8 0.8 1.5

Advertising recall - Spontaneous (%) 4.5 2.6 3.5 2.3 1.5 2.4 1.5 0.8 5.1 5.5 8.3 3.2 4.7 3.2 3.8

Advertising recall - P rompted (%) 9.3 6.2 6.6 4.6 4.6 7.1 6.1 4.7 11 6.3 8.3 7.9 7 3.2 8.3


C segment – ADVERTISING SCORES



(30/October)TV 55 31 22 15 73

- Global Norm TV 43 29 20 25 80


(30/October)TV 55 31 6 15 73

3 PEUGEOT 308308 Follow up (2008)/Winds of

change/Birth (30)TV 18 10 4

4 PEUGEOT 308 Blue Lion/Reduce (308/30/9B-08) TV 29 17 1 5 55

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C segment – ADVERTISING SCORES



LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C segment – ADVERTISING SCORES (1/2)


1 FORD FOCUSFocus follow up (2008)/Exhaust

silencer trumpetPrint 13 8 8

2 FORD FOCUSNew Focus (2007)/Ladies and

gentlemen (SP)Print 10 8 8


4 PEUGEOT 308 Blue Lion/Reduce (308/9B-08) Print 17 14 5

5 AUDI A3New S3 follow up (2008)/With

quattro grip (DP/10B-08)Print 11 9 5

6 VW GOLF Match (2008)/Economical Print 9 5 5

7 VW SCIROCCOLaunch Scirocco (2008)/Escape the

ordinary (DP)Print 6 5 5


8 VAUXHALL ASTRAOffers Vauxhall (2008)/Vauxhall's

Autumn sale (Astra/Vectra/DP)Print 3 3 3

9 FORD FOCUSFocus Coupé-Cabriolet

(2008)/Ristorante (SP)Print 12 5 2

10 FIAT BRAVOBravo follow up (2008)/5 year

warranty (SP/10A-08)Print 11 3 2

11 RENAULT SCENIC Dynamique/No interest (SP/Scénic) Print 5 2 2


Autumn sale (Bandeau/Astra Life)Print 5 2 2

13 VAUXHALL VECTRAOffers Vauxhall (2008)/Vauxhall's


14 HONDA CIVICCivic follow up/Civic 5 door (SP/10A-

08)Print 3 2 2

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C segment – ADVERTISING SCORES (2/2)


15 HONDA CIVICCivic follow up/Leather upgrade

(SP)Print 2 2 2

16 TOYOTA AURIS Moreforless/Diesel (Bandeau) Print 7 2 0

17 TOYOTA VERSO SR/More for less (Verso SR) Print 5 1 0

18 RENAULT MEGANENew Megane (2008)/Remenber

(Bandeau)Print 4 2 0

19 MITSUBISHI LANCERSportback (2008)/The sensational

(SP)Print 3 0 0

20 VW TOURANTouran follow up (2008)/With 72

seating combinations (spending Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Auris – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance22/05 - 04/06 19/06 - 02/07 17/07 - 30/07

Period of test 16/06 - 13/07 14/07 - 10/08 11/08 - 14/09Reco. (%) 43 21 32 21Make Att. (%) 29 12 19 12Perfect Att. (%) 20 10 10 8Efficiency 0.5 0.5 0.3 0.4

Norm 07/08J oin With Us (30)

08/08J oin With Us (30)

09/08J oin With Us (30)

.


Like a lot 25 10

Total Like 80 64

Norm07/08

J oin With Us (30)08/08

J oin With Us (30)09/08

J oin With Us (30)

Auris – IMAGE PERCEPTION OF TV

Basis:95 (09/08)

-8

-6

-4

-2

0

2

4

6

8


Functional


Comfortable

Nice shape/design




Is prestigious

Suitable for women



Interesting price

Economical to run


For the family

Road holding

Fun to drive



Innovative


A pleasure to drive

Has status

segment averageTV Auris follow up/ J oin With Us (30)= the item is significantly above/below the segment average (95%)


Auris – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 17

Total Like 74

Norm

Auris – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance04/09 - 17/09 04/09 - 17/09 02/10 - 15/10 02/10 - 15/10 30/10 - 12/11


12/08Diesel (Bandeau)

Norm 10/080% finance (SP/Auris)

10/08Le Mans (DP)


11/080% finance (SP/Auris)

.


Like a lot 16

Total Like 75

Norm12/08

Diesel (Bandeau)10/08

0% finance (SP/Auris)10/08

Le Mans (DP)


11/080% finance (SP/Auris)

Auris – GLOBAL CAMPAIGN IMPACT

0

20

40

60

80

100

(%)


.

06/08

(1 Print)

07/08

(1 TV,2 Print)

07/08

(1 Print)

08/08

(1 TV,1 Print)

08/08

(1 Print)

09/08

(1 TV,1 Print)

09/08

(2 Print)

10/08

(2 Print)

11/08

(2 Print)

12/08

(1 Print)

Period of 1st

appearance24/04 - 07/05 22/05 - 04/06 05/06 - 18/06 19/06 - 02/07 03/07 - 16/07 17/07 - 30/07 31/07 - 20/08 04/09 - 17/09 02/10 - 15/10 30/10 - 12/11

Period of test 19/05 - 15/06 16/06 - 13/07 30/06 - 27/07 14/07 - 10/08 28/07 - 24/08 11/08 - 14/09 01/09 - 28/09 29/09 - 26/10 27/10 - 23/11 24/11 - 21/12

Reco. (%) 7 27 5 36 7 22 9 10 10 7

Make Att. (%) 3 13 3 22 4 14 4 3 5 2

Perfect Att. (%) 2 11 2 12 3 9 3 2 1 0



C segment

UK - December 2008


Purchase Funnel - Auris Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 89.7 70.2 80.9 74 82.4 75.6 78.6 77.2 83.9 77.2 80.3 86.5 83.7 86.5 84.8

A w a re n e ss - sp o n t (% ) 15.3 4.9 7.4 4.6 3.1 3.1 3.1 3.1 11 11.8 14.4 7.9 11.6 5.6 9.8

K n o w le d g e (% ) 14.5 3.8 5.6 3.1 3.8 3.1 3.8 3.9 9.3 5.5 5.3 7.1 10.1 5.6 6.8

L ik in g (% 7 -1 0 ) 73.1 63.4 69.4 * * * * * * * 73.1 73 71.2 64.8 64.4

C o n sid e ra tio n (% ) 13.2 5.6 7.4 5.3 3.8 5.5 3.8 6.3 11.9 7.1 14.4 7.1 10.1 5.6 7.6

P re fe re n c e (% ) 4.7 1.1 1.9 0.8 0.8 2.4 0 0 4.2 2.4 2.3 3.2 3.9 0.8 2.3



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Auris – PURCHASE FUNNEL

0

10

20

30

40

50

60

70

80

90

100




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


C segment – PURCHASE FUNNEL

Purchase Funnel Auris and

COMPETITORS

Segm

ent

Mean

Auri

s

Coro

lla

Golf

30

8

Focu

s

Ast

ra

Megan

e

Civ

ic

Ceed

A w a re n e ss - p ro mp te d (% ) 89.7 80.9 99.1 91.5 99.6 99.9 97.7 96.1 68.6

A w a re n e ss - sp o n t (% ) 15.3 7.4 32.7 11.6 53 49.3 27.5 18 3.3

K n o w le d g e (% ) 14.5 5.6 38.3 11.6 44.6 47.8 20.7 15.9 1.6

L ik in g (% 7 -1 0 ) 73.1 69.4 86.2 72.6 78.1 74 68.9 78.9 55.8

C o n sid e ra tio n (% ) 13.2 7.4 33.2 12.1 36.6 35.7 15.5 17 2.2

P re fe re n c e (% ) 4.7 1.9 12.7 3.8 15.1 14.4 5 6.7 0.7



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


C segment

UK - December 2008

BAIT Image items

Auris – DNA PYRAMID

Auris and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 32.7 28.1 33.5 * * * * * * * 40.4 28.6 28.8 31.5 28.8

Is a p le a su re to d riv e 31.5 16.9 26.3 * * * * * * * 30.8 28.6 32.2 29.6 20.3

Is c o mfo rta b le 38.9 23.9 33.1 * * * * * * * 36.5 30.2 28.8 29.6 30.5

H a s a n a ttra c tiv e d e sig n 38.1 32.9 38.8 * * * * * * * 36.5 31.7 35.6 35.2 32.2

H a s p e rso n a lity a n d c h a ra c te r 26.4 19.7 18.9 * * * * * * * 17.3 14.3 22 20.4 13.6

Is re lia b le , is a h ig h q u a lity c a r 42.5 31.5 43.4 * * * * * * * 57.7 47.6 40.7 31.5 30.5

O ffe rs a g o o d le v e l o f sa fe ty 46.9 36.5 53.4 * * * * * * * 63.5 54 47.5 46.3 47.5

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Auris – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 38.1 24.5 51.2 * * * * * * * 55.8 47.6 45.8 51.9 52.5

Has good engine performance 39.3 26.8 35.2 * * * * * * * 34.6 33.3 35.6 27.8 32.2

Has good road holding 40.7 22.1 37.7 * * * * * * * 30.8 36.5 42.4 38.9 39

Has status 23.8 12 11 * * * * * * * 17.3 7.9 5.1 7.4 8.5

Is a car for the family 38.3 29.3 33.5 * * * * * * * 32.7 33.3 32.2 33.3 35.6

Is well equipped 39.7 31.7 46.3 * * * * * * * 55.8 49.2 37.3 38.9 42.4

Is a spacious car (passengers and luggages) 33.4 27.5 26.3 * * * * * * * 26.9 25.4 22 18.5 18.6

Has an adjustable interior 30.5 14.4 28.1 * * * * * * * 34.6 25.4 27.1 35.2 27.1

Is good value for money 27.7 19.2 23.8 * * * * * * * 28.8 23.8 27.1 31.5 28.8

Uses quality materials in the interior 38.4 38.8 * 51.9 36.5 32.2 35.2 33.9


C segment - DNA PYRAMID

Auris and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

Auri

s

Coro

lla

Golf

308

Focu

s

Ast

ra

Meg

ane

Civ

ic

Ceed

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 32.7 33.5 42.3 27.4 31.8 35.9 26 39.4 18.8

Is a p le a su re to d riv e 31.5 26.3 42.2 26.6 39.3 38.9 23.7 34.2 13.8

Is c o mfo rta b le 38.9 33.1 47.1 38.6 47.5 48.7 34.7 38.3 23.9

H a s a n a ttra c tiv e d e sig n 38.1 38.8 47.2 33.8 43.8 47.1 29.8 41.2 30.4

H a s p e rso n a lity a n d c h a ra c te r 26.4 18.9 35.5 23.3 27.8 34.9 23.9 26.7 17.4

Is re lia b le , is a h ig h q u a lity c a r 42.5 43.4 56.6 39.2 45.2 45.6 33.6 50 27.5

O ffe rs a g o o d le v e l o f sa fe ty 46.9 53.4 58.4 47 48.4 51 45.9 47.6 39.1

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







C segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Auri

s

Coro

lla

Golf

308

Focu

s

Ast

ra

Meg

ane

Civ

ic

Ceed

Is environment friendly 38.1 51.2 40.4 47.8 42.5 43.3 34.9 37.1 41.3

Has good engine performance 39.3 35.2 53.4 35.5 42.1 43.9 29.2 47.5 23.9

Has good road holding 40.7 37.7 51.8 34.4 45.8 46.2 34.2 45.7 26.1

Has status 23.8 11 37.6 16.7 22.4 24.1 12.7 21.5 7.2

Is a car for the family 38.3 33.5 38.4 49.5 51 47.7 40 33.1 23.9

Is well equipped 39.7 46.3 46.9 40.4 44.8 46.7 36.3 43.2 31.2

Is a spacious car (passengers and luggages) 33.4 26.3 35.7 43.7 41.2 40 32.8 30.1 18.1

Has an adjustable interior 30.5 28.1 36.7 35.3 35.4 39.4 30.1 26.2 23.2

Is good value for money 27.7 23.8 29.3 26.4 41.7 41.1 22.6 25.4 32.6

Uses quality materials in the interior 38.4 38.8 50.8 36.2 34.2 39.8 26.2 46.5 35.2


C-MPV segment

UK - December 2008

TOYOTA Corolla Verso

C-MPV segment

UK - December 2008


0.3 0.30.8

0.0 0.0 0.0 0.0 0.0 0.0 0.0

0.8

0.0

0.8 0.80

1

2

3

4

5

6

7

8

9

10


TOYOTA Verso

VOLKSWAGEN Touran

FORD Focus C-Max

VAUXHALL Zafira

RENAULT Scenic


C-MPV segment – ADVERTISING RECALL

Corolla Verso Presence

in Minds

Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 0.7 0.1 0 0 0 0 0 0 0 0 0 0 0 0 0

Advertising recall - Spontaneous (%) 2.1 0.3 0.3 0.8 0 0 0 0 0 0 0 0.8 0 0.8 0.8

Advertising recall - P rompted (%) 8.2 1.6 0.8 0 0.8 1.6 0.8 0 0.8 1.6 2.3 0 0 0.8 0.8


C-MPV segment – ADVERTISING SCORES



(30/October)TV 55 31 22 15 73

- Global Norm TV 43 29 20 25 80


(30/October)TV 55 31 6 15 73

3 PEUGEOT 308308 Follow up (2008)/Winds of

change/Birth (30)TV 18 10 4

4 PEUGEOT 308 Blue Lion/Reduce (308/30/9B-08) TV 29 17 1 5 55

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C-MPV segment – ADVERTISING SCORES



LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C-MPV segment – ADVERTISING SCORES (1/2)


1 FORD FOCUSFocus follow up (2008)/Exhaust

silencer trumpetPrint 13 8 8

2 FORD FOCUSNew Focus (2007)/Ladies and

gentlemen (SP)Print 10 8 8


4 PEUGEOT 308 Blue Lion/Reduce (308/9B-08) Print 17 14 5

5 AUDI A3New S3 follow up (2008)/With

quattro grip (DP/10B-08)Print 11 9 5

6 VW GOLF Match (2008)/Economical Print 9 5 5

7 VW SCIROCCOLaunch Scirocco (2008)/Escape the

ordinary (DP)Print 6 5 5




9 FORD FOCUSFocus Coupé-Cabriolet

(2008)/Ristorante (SP)Print 12 5 2

10 FIAT BRAVOBravo follow up (2008)/5 year

warranty (SP/10A-08)Print 11 3 2

11 RENAULT SCENIC Dynamique/No interest (SP/Scénic) Print 5 2 2


Autumn sale (Bandeau/Astra Life)Print 5 2 2



14 HONDA CIVICCivic follow up/Civic 5 door (SP/10A-

08)Print 3 2 2

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





C-MPV segment – ADVERTISING SCORES (2/2)


15 HONDA CIVICCivic follow up/Leather upgrade

(SP)Print 2 2 2

16 TOYOTA AURIS Moreforless/Diesel (Bandeau) Print 7 2 0

17 TOYOTA VERSO SR/More for less (Verso SR) Print 5 1 0

18 RENAULT MEGANENew Megane (2008)/Remenber

(Bandeau)Print 4 2 0

19 MITSUBISHI LANCERSportback (2008)/The sensational

(SP)Print 3 0 0

20 VW TOURANTouran follow up (2008)/With 72

seating combinations (spending Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Corolla Verso – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 25

Total Like 80

Norm

Corolla Verso – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 17

Total Like 74

Norm

Corolla Verso – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance21/02 - 05/03 03/07 - 16/07 31/07 - 20/08 30/10 - 12/11

Period of test 17/03 - 13/04 28/07 - 24/08 01/09 - 28/09 24/11 - 21/12Reco. (%) 8 6 4 2 5Make Att. (%) 5 4 1 0 1Perfect Att. (%) 3 0 0 0 0Efficiency 0.4 0.0 0.0 0.0 0.0

Norm 04/08More for less (Verso SR)

08/08More for less (Verso SR)



.


Like a lot 16

Total Like 75

Norm04/08

More for less (Verso SR)08/08



More for less (Verso SR)

Corolla Verso – GLOBAL CAMPAIGN IMPACT

0

20

40

60

80

100

(%)


.

04/08

(1 Print)

08/08

(1 Print)

09/08

(1 Print)

12/08

(1 Print)

Period of 1st

appearance21/02 - 05/03 03/07 - 16/07 31/07 - 20/08 30/10 - 12/11

Period of test 17/03 - 13/04 28/07 - 24/08 01/09 - 28/09 24/11 - 21/12

Reco. (%) 6 4 2 5

Make Att. (%) 4 1 0 1

Perfect Att. (%) 0 0 0 0



C-MPV segment

UK - December 2008


Purchase Funnel - Corolla

Verso

Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 89.3 68.8 72.7 67.2 72.5 74 65.6 66.9 76.3 74.8 72.7 70.6 71.3 79.4 81.1

A w a re n e ss - sp o n t (% ) 7.5 1.5 1.6 1.5 0.8 0.8 1.5 0 2.5 0.8 1.5 2.4 2.3 1.6 3.8

K n o w le d g e (% ) 10.5 3.5 2.1 1.5 0.8 0.8 2.3 0.8 1.7 2.4 4.5 0.8 3.9 3.2 3

L ik in g (% 7 -1 0 ) 61.3 54.4 53.5 * * * * * * * * * * * *

C o n sid e ra tio n (% ) 8.8 3.5 2.7 1.5 1.5 2.4 2.3 0 4.2 3.1 4.5 2.4 3.1 4 3.8

P re fe re n c e (% ) 3 1 0.7 0 0 0 1.5 0 1.7 0 2.3 0.8 0.8 0.8 0.8



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Corolla Verso – PURCHASE FUNNEL

0

10

20

30

40

50

60

70

80

90




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


C-MPV segment – PURCHASE FUNNEL

Purchase Funnel Corolla

Verso and COMPETITORS

Segm

ent

Mean

C-V

ers

o

Toura

n

Focu

s C

-Max

Zafi

ra

Sce

nic

A w a re n e ss - p ro mp te d (% ) 89.3 72.7 80.4 92.6 96.2 96.5

A w a re n e ss - sp o n t (% ) 7.5 1.6 2.7 7 15.9 12.8

K n o w le d g e (% ) 10.5 2.1 3.6 12.9 18.7 15.7

L ik in g (% 7 -1 0 ) 61.3 53.5 59.5 74.1 63.8 58.7

C o n sid e ra tio n (% ) 8.8 2.7 3.7 12.9 12.3 11.6

P re fe re n c e (% ) 3 0.7 1.2 3.2 6.2 4



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


C-MPV segment

UK - December 2008

BAIT Image items

Corolla Verso – DNA PYRAMID

Corolla Verso and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 23.9 26.4 25.2 * * * * * * * * * * * *

Is a p le a su re to d riv e 20.8 17.8 23.2 * * * * * * * * * * * *

Is c o mfo rta b le 30.6 23.7 25.2 * * * * * * * * * * * *

H a s a n a ttra c tiv e d e sig n 21.9 21.3 18.1 * * * * * * * * * * * *

H a s p e rso n a lity a n d c h a ra c te r 16.4 15.4 12.3 * * * * * * * * * * * *

Is re lia b le , is a h ig h q u a lity c a r 29.3 26.6 27.7 * * * * * * * * * * * *

O ffe rs a g o o d le v e l o f sa fe ty 38.9 25 39.4 * * * * * * * * * * * *

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Corolla Verso – OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 31.2 17.9 34.2 * * * * * * * * * * * *

Has good engine performance 25.2 23.1 24.5 * * * * * * * * * * * *

Has good road holding 27 21.3 27.7 * * * * * * * * * * * *

Has status 10.9 7.9 12.9 * * * * * * * * * * * *

Is a car for the family 56.6 25.2 38.1 * * * * * * * * * * * *

Is well equipped 33.1 28.3 27.7 * * * * * * * * * * * *

Is a spacious car (passengers and luggages) 53.9 26 35.5 * * * * * * * * * * * *

Has an adjustable interior 46.1 27.6 26.5 * * * * * * * * * * * *

Is good value for money 22.5 12.6 17.4 * * * * * * * * * * * *

Uses quality materials in the interior 25 21.6 * * * * * *


C-MPV segment - DNA PYRAMID

Corolla Verso and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

C-V

ers

o

Tour

an

Focu

s C-M

ax

Zafi

ra

Scen

ic

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 23.9 25.2 22.5 31.1 23.8 21.9

Is a p le a su re to d riv e 20.8 23.2 16.2 22.4 24.8 20.6

Is c o mfo rta b le 30.6 25.2 26.1 34.5 34.9 31.9

H a s a n a ttra c tiv e d e sig n 21.9 18.1 18.9 25.9 22.9 21.3

H a s p e rso n a lity a n d c h a ra c te r 16.4 12.3 8.6 19.6 18.3 17

Is re lia b le , is a h ig h q u a lity c a r 29.3 27.7 29.7 34.3 31.6 28.6

O ffe rs a g o o d le v e l o f sa fe ty 38.9 39.4 38.3 42.9 41.8 38.4

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







C-MPV segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

C-V

ers

o

Tour

an

Focu

s C-M

ax

Zafi

ra

Sceni

c

Is environment friendly 31.2 34.2 19.8 39.3 34 27.7

Has good engine performance 25.2 24.5 20.3 32.1 26.6 24.3

Has good road holding 27 27.7 26.6 32.1 29.8 25.5

Has status 10.9 12.9 12.6 13.4 12.3 9.9

Is a car for the family 56.6 38.1 50.9 59.5 67.8 53.3

Is well equipped 33.1 27.7 26.1 41.1 37 31.9

Is a spacious car (passengers and luggages) 53.9 35.5 52.7 57.3 65.7 48.8

Has an adjustable interior 46.1 26.5 41 48.1 60 39.6

Is good value for money 22.5 17.4 12.2 25.5 26.2 22.6

Uses quality materials in the interior 25 21.6 21.3 29.4 28.5 23.1


D segment

UK - December 2008

TOYOTA Avensis

D segment

UK - December 2008


1.8 1.40.0

4.13.2

2.00.9

3.0

0.0

2.0

0.0

2.0

0.0 0.00

5

10

15

20

25


TOYOTA Avensis

MAZDA 6

VOLKSWAGEN Passat

PEUGEOT 407

FORD Mondeo

VAUXHALL Vectra

RENAULT Laguna

SKODA Octavia


D segment – ADVERTISING RECALL

Avensis Presence in

Minds

Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.4 1 0.7 0 1 3.2 1 0 1 0 0 0 2 0 0

Advertising recall - Spontaneous (%) 3.7 1.8 1.4 0 4.1 3.2 2 0.9 3 0 2 0 2 0 0

Advertising recall - P rompted (%) 8.9 6.6 3.9 5.5 4.1 3.2 3 3.8 7.9 0.9 6 2 4 4.9 2


D segment – ADVERTISING SCORES


1 FORD MONDEOMondeo follow up (2008)/Desire

(30/10A-08)TV 76 59 57 21 78

- Global Norm TV 38 24 16 21 77

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)








LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







1 B.M.W. SERIE 3New 3 Series Saloon (2008)/When

was the last time (DP)Print 20 20 10

2 B.M.W. SERIE 3New 3 Series Touring (2008)/Holds

5 people (DP)Print 16 16 10

3 HONDA ACCORD Accord GT/When you believe (DP) Print 14 7 5


4 VW PASSAT Highline/Leather as standard (DP) Print 6 5 4



6 NISSAN ALTIMALaunch Altima (2008)/The tunnel

chickensPrint 7 0 0



8 VW PASSATHighline/Now coms with creaks

(Bandeau/11A-08)Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Avensis – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 21

Total Like 77

Norm

Avensis – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 19

Total Like 89

Norm

Avensis – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance07/02 - 20/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04


05/08Following your team

(Bandeau)

Norm03/08

Sweeps everything aside (Bandeau)

04/08Don't miss the game

(Bandeau)

04/08Don't make decisions

(B&W/Bandeau)05/08

Who needs up (Bandeau)

.


Like a lot 18

Total Like 78

Norm 05/08Following your team

(Bandeau)

03/08Sweeps everything aside

(Bandeau)

04/08Don't miss the game

(Bandeau)

04/08Don't make decisions

(B&W/Bandeau)

05/08Who needs up (Bandeau)

Avensis – GLOBAL CAMPAIGN IMPACT

0

20

40

60

80

100

(%)


.

03/08

(1 Print)

04/08

(2 Print)

05/08

(1 Print)

05/08

(1 Print)

Period of 1st

appearance07/02 - 20/02 21/02 - 05/03 20/03 - 02/04 03/04 - 23/04

Period of test 03/03 - 30/03 17/03 - 13/04 14/04 - 18/05 05/05 - 01/06

Reco. (%) 5 10 6 2

Make Att. (%) 5 8 3 2




D segment

UK - December 2008


Purchase Funnel -

Avensis

Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 93.7 97.4 96.7 96.3 96.9 97.9 97 95.3 93.1 96.3 95 99 98 99 97

A w a re n e ss - sp o n t (% ) 19.2 16.9 14.7 13.8 13.4 11.6 14.9 10.4 19.8 10.1 17 16.8 14.1 19.4 16

K n o w le d g e (% ) 19.9 17.6 18.4 18.3 16.5 14.7 16.8 15.1 17.8 15.6 18 14.9 23.2 29.1 21

L ik in g (% 7 -1 0 ) 76.5 70.8 70.8 67.1 67.9 71 68.2 66.2 75.4 74.7 69.1 70.1 65.8 66 77.8

C o n sid e ra tio n (% ) 16.7 15.8 11.7 13.8 12.4 10.5 9.9 11.3 13.9 12.8 12 9.9 11.1 9.7 13

P re fe re n c e (% ) 6.4 4.9 4.2 4.6 5.2 5.3 4 3.8 5.9 1.8 3 4 2 4.9 6



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Avensis – PURCHASE FUNNEL

0

20

40

60

80

100

120




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


D segment – PURCHASE FUNNEL

Purchase Funnel Avensis and

COMPETITORS

Segm

ent

Mean

Avensi

s

Maz

da

6

Pas

sat

40

7

Mondeo

Vect

ra

Lag

una

Oct

avia

A w a re n e ss - p ro mp te d (% ) 93.7 96.7 93.4 98.7 96.8 99.7 99 98 95.4

A w a re n e ss - sp o n t (% ) 19.2 14.7 5.3 43.3 20.7 60 42.6 24.4 12.3

K n o w le d g e (% ) 19.9 18.4 10.2 39.4 19.1 49.3 37.8 20.9 12.1

L ik in g (% 7 -1 0 ) 76.5 70.8 73 84.2 66.5 77.1 68.3 63.6 66.7

C o n sid e ra tio n (% ) 16.7 11.7 10.4 36 12.9 37.4 24.3 13.6 10.6

P re fe re n c e (% ) 6.4 4.2 3.1 11.2 4.9 17.2 9.7 4 3.4



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


D segment

UK - December 2008

BAIT Image items

Avensis – DNA PYRAMID

Avensis and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 39 31.7 30.7 37.1 35.9 31.9 33.3 35.3 33.3 30.7 19.8 18.2 27.8 31.9 34.4

Is a p le a su re to d riv e 34.5 26.3 22.7 27.1 26.9 23.2 21.2 22.1 21.7 21.3 18.5 18.2 21.5 19.1 25.6

Is c o mfo rta b le 44.1 33.5 33.3 32.9 30.8 27.5 31.8 39.7 39.1 36 28.4 24.7 29.1 35.1 40

H a s a n a ttra c tiv e d e sig n 37.5 27 25.3 31.4 34.6 31.9 24.2 20.6 29 29.3 18.5 16.9 24.1 20.2 22.2

H a s p e rso n a lity a n d c h a ra c te r 25.9 13.6 15.3 15.7 14.1 13 18.2 17.6 13 16 17.3 15.6 12.7 13.8 16.7

Is re lia b le , is a h ig h q u a lity c a r 44 39 34.3 30 33.3 39.1 36.4 35.3 36.2 33.3 30.9 29.9 34.2 36.2 35.6

O ffe rs a g o o d le v e l o f sa fe ty 48.8 42.6 39.3 37.1 34.6 37.7 37.9 44.1 44.9 36 30.9 36.4 44.3 41.5 43.3

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Avensis – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 35.5 25.7 32.8 28.6 24.4 23.2 24.2 35.3 34.8 34.7 32.1 33.8 40.5 37.2 38.9

Has good engine performance 43.2 31.6 32.2 31.4 33.3 30.4 31.8 36.8 37.7 33.3 23.5 26 32.9 28.7 34.4

Has good road holding 44.8 33.3 35.2 38.6 41 42 34.8 32.4 37.7 34.7 29.6 32.5 35.4 30.9 33.3

Is prestigious 30.3 15.2 15.3 15.7 15.4 18.8 16.7 13.2 15.9 20 17.3 15.6 12.7 13.8 14.4

Is a car for the family 52.8 53.3 50.3 52.9 47.4 39.1 47 51.5 52.2 50.7 48.1 50.6 50.6 46.8 55.6

Is well equipped 44.6 41 39.1 40 41 36.2 34.8 44.1 49.3 40 33.3 36.4 40.5 38.3 36.7

Is a spacious car (passengers and luggages) 51.5 43.2 49.5 44.3 43.6 43.5 50 54.4 52.2 54.7 42 37.7 53.2 48.9 55.6

Has an adjustable interior 35.3 22.9 27.2 32.9 32.1 27.5 24.2 29.4 21.7 18.7 24.7 26 29.1 27.7 30

Is good value for money 27.1 22.9 24.2 24.3 23.1 27.5 30.3 25 17.4 21.3 22.2 20.8 27.8 23.4 24.4

Uses quality materials in the interior 40.8 26 * 29.6 27.3 29.1 24.5 20


D segment - DNA PYRAMID

Avensis and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

Aven

sis

Maz

da

6

Pass

at

407

Mon

deo

Vect

ra

Lagu

na

Octa

via

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 39 30.7 31.8 44.3 24.3 35.7 26.7 25.2 24

Is a p le a su re to d riv e 34.5 22.7 28.2 43.7 24.3 35.1 28.1 21.9 22

Is c o mfo rta b le 44.1 33.3 37.5 51.8 35 50.1 41.7 34.9 32.2

H a s a n a ttra c tiv e d e sig n 37.5 25.3 37.2 43.5 25 38.9 27.9 24.6 24.5


Is re lia b le , is a h ig h q u a lity c a r 44 34.3 39 51.8 28 42.1 33.3 27.1 35

O ffe rs a g o o d le v e l o f sa fe ty 48.8 39.3 41.1 56.1 35.7 47.9 39.3 39.3 41.9

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







D segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Avensi

s

Maz

da

6

Pass

at

407

Mon

deo

Vectr

a

Lagu

na

Octa

via

Is environment friendly 35.5 32.8 27.3 38.6 31.3 38.3 31.9 32 36.1

Has good engine performance 43.2 32.2 38.4 52 30.6 42 34.4 31.5 34.2

Has good road holding 44.8 35.2 39 51.6 31.5 45.2 37.1 31.5 35.8

Is prestigious 30.3 15.3 16.2 30.8 13.9 16.3 14.1 14 7.4

Is a car for the family 52.8 50.3 45.9 64 51.3 67.8 60.9 54.1 50.4

Is well equipped 44.6 39.1 41.4 52.6 34.3 48.9 38.6 36.6 37.7

Is a spacious car (passengers and luggages) 51.5 49.5 45 64.1 47.2 64.7 53.5 49.1 48.5

Has an adjustable interior 35.3 27.2 31.2 43.4 33 43.1 35.1 32.3 28.4

Is good value for money 27.1 24.2 26.1 34 26.3 43.7 33.8 22.6 33.6

Uses quality materials in the interior 40.8 26 36.3 50.5 20.9 35.6 26.4 22.2 23.4


D segment

UK - December 2008

TOYOTA Prius

D segment

UK - December 2008


0.8 1.4 0.90.0

1.13.0

1.90.0

0.92.0

0.0

2.02.9

2.00

5

10

15

20

25


TOYOTA Prius

MAZDA 6

VOLKSWAGEN Passat

PEUGEOT 407

FORD Mondeo

VAUXHALL Vectra

RENAULT Laguna

SKODA Octavia


D segment – ADVERTISING RECALL

Prius Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.4 0.5 0.7 0.9 0 0 1 0.9 0 0 1 0 2 1 1

Advertising recall - Spontaneous (%) 3.7 0.8 1.4 0.9 0 1.1 3 1.9 0 0.9 2 0 2 2.9 2

Advertising recall - P rompted (%) 8.9 5 3.5 3.7 2.1 2.1 2 2.8 2 1.8 5 2 5.1 7.8 6




1 FORD MONDEOMondeo follow up (2008)/Desire

(30/10A-08)TV 76 59 57 21 78

- Global Norm TV 38 24 16 21 77

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)








LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







1 B.M.W. SERIE 3New 3 Series Saloon (2008)/When

was the last time (DP)Print 20 20 10

2 B.M.W. SERIE 3New 3 Series Touring (2008)/Holds

5 people (DP)Print 16 16 10

3 HONDA ACCORD Accord GT/When you believe (DP) Print 14 7 5


4 VW PASSAT Highline/Leather as standard (DP) Print 6 5 4



6 NISSAN ALTIMALaunch Altima (2008)/The tunnel

chickensPrint 7 0 0



8 VW PASSATHighline/Now coms with creaks

(Bandeau/11A-08)Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Prius – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance07/02 - 20/02 21/02 - 05/03 21/02 - 05/03 20/03 - 02/04

Period of test 03/03 - 30/03 17/03 - 13/04 17/03 - 13/04 14/04 - 18/05Reco. (%) 38 7 14 14 17Make Att. (%) 24 4 11 10 9Perfect Att. (%) 16 2 8 7 7Efficiency 0.4 0.3 0.6 0.5 0.4

Norm 03/08Synergy Driving (30)

04/08Hybrid M inute -

Acceleration (60)04/08

Hybrid M inute - Quiet (60)

05/08Hybrid M inute - Cleaner

Air (60)

.


Like a lot 21

Total Like 77

Norm03/08

Synergy Driving (30)

04/08Hybrid Minute -

Acceleration (60)

04/08Hybrid Minute - Quiet (60)

05/08Hybrid Minute - Cleaner

Air (60)

Prius – IMAGE PERCEPTION OF TV

Basis:7 (03/08)

-30

-25

-20

-15

-10

-5

0

5

10

15

20


For the family

Road holding

Innovative



Functional

Nice shape/design


Suitable for women

Advanced technologicallySuitable for young people

Interesting price

Economical to run

Comfortable

Is prestigious


Has status



A pleasure to drive

segment averageTV Prius follow up (2007)/Synergy Driving (30)= the item is significantly above/below the segment average (95%)



Basis:14 (04/08)

-30

-20

-10

0

10

20

30

40

50




Economical to run

Functional


Interesting price



Innovative

Suitable to drive in townSuitable for all roads (roads, moutain ...)Road holding

Suitable for women


A pleasure to drive

For the family


Is prestigious

Comfortable

Nice shape/design


Has status

segment averageTV Prius follow up (2007)/Hybrid Minute - Quiet (60)= the item is significantly above/below the segment average (95%)



Basis:14 (04/08)

-30

-20

-10

0

10

20

30

40

50


Economical to run



Interesting price


Road holding




Suitable for womenSuitable for young peopleGood engine performance

Comfortable

Functional

Is prestigious

For the family


Innovative

A pleasure to drive

Has status


Nice shape/design

segment averageTV Prius follow up (2007)/Hybrid Minute - Acceleration (60)= the item is significantly above/below the segment average (95%)



Basis:18 (05/08)

-30

-20

-10

0

10

20

30

40

50

60


Economical to run


Functional

Innovative



Suitable for women


Interesting price

Reliable, high quality carHas personality and character

A pleasure to drive


Is prestigious

For the family


Nice shape/design

Road holding

Comfortable

Has status

segment averageTV Prius follow up (2007)/Hybrid Minute - Cleaner Air (60)= the item is significantly above/below the segment average (95%)


Prius – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 19

Total Like 89

Norm

Prius – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance07/02 - 20/02 06/03 - 19/03 20/03 - 02/04 19/06 - 02/07 19/06 - 02/07


08/08Prostitute (DP)

Norm 03/08Fresher Air (SP)

04/08Fresher Air (SP)

05/08The Bandwagon (SP)

08/08Couple kissing (DP)

.


Like a lot 18

Total Like 78

Norm08/08

Prostitute (DP)03/08

Fresher Air (SP)04/08

Fresher Air (SP)05/08

The Bandwagon (SP)08/08

Couple kissing (DP)

Prius – GLOBAL CAMPAIGN IMPACT

0

20

40

60

80

100

(%)


.

03/08

(1 TV,1 Print)

04/08

(2 TV)

04/08

(1 Print)

05/08

(1 TV,1 Print)

08/08

(2 Print)

Period of 1st

appearance07/02 - 20/02 21/02 - 05/03 06/03 - 19/03 20/03 - 02/04 19/06 - 02/07

Period of test 03/03 - 30/03 17/03 - 13/04 31/03 - 27/04 14/04 - 18/05 14/07 - 10/08

Reco. (%) 11 17 8 20 8

Make Att. (%) 4 11 3 10 5

Perfect Att. (%) 2 8 2 7 5



D segment

UK - December 2008


Purchase Funnel - Prius Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 93.7 77.5 86.2 85.3 86.6 82.1 81.2 87.7 82.2 85.3 86 88.1 89.9 88.3 91

A w a re n e ss - sp o n t (% ) 19.2 2.1 2.9 2.8 1 1.1 4 3.8 1 3.7 7 0 4 4.9 2

K n o w le d g e (% ) 19.9 5.6 4.5 1.8 3.1 1.1 3 2.8 3 5.5 12 5 5.1 6.8 5

L ik in g (% 7 -1 0 ) 76.5 59.2 53.1 * * * * * * * * * * 50 56

C o n sid e ra tio n (% ) 16.7 5.3 4.1 1.8 2.1 2.1 4 3.8 4 3.7 7 3 7.1 6.8 4

P re fe re n c e (% ) 6.4 1.7 1.7 0.9 2.1 0 3 2.8 1 0.9 5 1 2 1.9 0



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Prius – PURCHASE FUNNEL

0

10

20

30

40

50

60

70

80

90

100




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


D segment – PURCHASE FUNNEL

Purchase Funnel Prius and

COMPETITORS

Segm

ent

Mean

Pri

us

Maz

da

6

Pas

sat

40

7

Mondeo

Vect

ra

Lag

una

Oct

avia

A w a re n e ss - p ro mp te d (% ) 93.7 86.2 93.4 98.7 96.8 99.7 99 98 95.4

A w a re n e ss - sp o n t (% ) 19.2 2.9 5.3 43.3 20.7 60 42.6 24.4 12.3

K n o w le d g e (% ) 19.9 4.5 10.2 39.4 19.1 49.3 37.8 20.9 12.1

L ik in g (% 7 -1 0 ) 76.5 53.1 73 84.2 66.5 77.1 68.3 63.6 66.7

C o n sid e ra tio n (% ) 16.7 4.1 10.4 36 12.9 37.4 24.3 13.6 10.6

P re fe re n c e (% ) 6.4 1.7 3.1 11.2 4.9 17.2 9.7 4 3.4



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


D segment

UK - December 2008

BAIT Image items

Prius – DNA PYRAMID

Prius and COMPETITORS - DNA PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 39 43.7 39.1 * * * * * * * * * * 33.3 38

Is a p le a su re to d riv e 34.5 12 15.6 * * * * * * * * * * 13 20

Is c o mfo rta b le 44.1 20.1 19.8 * * * * * * * * * * 24.1 20

H a s a n a ttra c tiv e d e sig n 37.5 17.9 9.9 * * * * * * * * * * 7.4 4

H a s p e rso n a lity a n d c h a ra c te r 25.9 21.2 13.5 * * * * * * * * * * 11.1 8

Is re lia b le , is a h ig h q u a lity c a r 44 21.2 24.5 * * * * * * * * * * 25.9 20

O ffe rs a g o o d le v e l o f sa fe ty 48.8 25.3 31.8 * * * * * * * * * * 31.5 32

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Prius – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 35.5 45.6 55.7 * * * * * * * * * * 59.3 60

Has good engine performance 43.2 22.8 22.4 * * * * * * * * * * 20.4 22

Has good road holding 44.8 23.4 22.4 * * * * * * * * * * 24.1 28

Is prestigious 30.3 14.3 7.8 * * * * * * * * * * 5.6 4

Is a car for the family 52.8 18.8 30.2 * * * * * * * * * * 27.8 32

Is well equipped 44.6 25.6 28.1 * * * * * * * * * * 25.9 20

Is a spacious car (passengers and luggages) 51.5 16.5 27.6 * * * * * * * * * * 31.5 28

Has an adjustable interior 35.3 14.3 18.2 * * * * * * * * * * 20.4 10

Is good value for money 27.1 9.8 12 * * * * * * * * * * 11.1 12

Uses quality materials in the interior 40.8 14.8 * * * * 14.8 10


D segment - DNA PYRAMID

Prius and COMPETITORS - DNA PYRAMID

Segm

ent

Mea

n

Pri

us

Maz

da

6

Pass

at

407

Mon

deo

Vect

ra

Lagu

na

Octa

via

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 39 39.1 31.8 44.3 24.3 35.7 26.7 25.2 24

Is a p le a su re to d riv e 34.5 15.6 28.2 43.7 24.3 35.1 28.1 21.9 22

Is c o mfo rta b le 44.1 19.8 37.5 51.8 35 50.1 41.7 34.9 32.2

H a s a n a ttra c tiv e d e sig n 37.5 9.9 37.2 43.5 25 38.9 27.9 24.6 24.5


Is re lia b le , is a h ig h q u a lity c a r 44 24.5 39 51.8 28 42.1 33.3 27.1 35

O ffe rs a g o o d le v e l o f sa fe ty 48.8 31.8 41.1 56.1 35.7 47.9 39.3 39.3 41.9

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







D segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Pri

us

Maz

da

6

Pass

at

407

Mon

deo

Vectr

a

Lagu

na

Octa

via

Is environment friendly 35.5 55.7 27.3 38.6 31.3 38.3 31.9 32 36.1

Has good engine performance 43.2 22.4 38.4 52 30.6 42 34.4 31.5 34.2

Has good road holding 44.8 22.4 39 51.6 31.5 45.2 37.1 31.5 35.8

Is prestigious 30.3 7.8 16.2 30.8 13.9 16.3 14.1 14 7.4

Is a car for the family 52.8 30.2 45.9 64 51.3 67.8 60.9 54.1 50.4

Is well equipped 44.6 28.1 41.4 52.6 34.3 48.9 38.6 36.6 37.7

Is a spacious car (passengers and luggages) 51.5 27.6 45 64.1 47.2 64.7 53.5 49.1 48.5

Has an adjustable interior 35.3 18.2 31.2 43.4 33 43.1 35.1 32.3 28.4

Is good value for money 27.1 12 26.1 34 26.3 43.7 33.8 22.6 33.6

Uses quality materials in the interior 40.8 14.8 36.3 50.5 20.9 35.6 26.4 22.2 23.4


SUV Compact segment

UK - December 2008

TOYOTA Rav 4

SUV Compact segment

UK - December 2008


4.86.0

4.23.2

4.2

6.35.2

0

2

4

6

8

10

12

14

16

18

20


TOYOTA RAV-4

NISSAN Qashqai

VAUXHALL Antara

NISSAN X-Trail

LAND ROVER Freelander

SUZUKI Grand Vitara

HYUNDAI Tucson

HONDA CR-V

VOLKSWAGEN Tiguan

CHEVROLET Captiva

CITROEN C-Crosser

PEUGEOT 4007

RENAULT Koleos

FORD Kuga


SUV Compact segment – ADVERTISING RECALL

Rav 4 Presence in Minds Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.3 2.4 ND 2 ND 2.1 ND 3.2 ND 2.1 ND 2.1 ND 3.1

Advertising recall - Spontaneous (%) 3.1 4.8 ND 6 ND 4.2 ND 3.2 ND 4.2 ND 6.3 ND 5.2

Advertising recall - P rompted (%) 6.9 11.9 ND 8 ND 17.7 ND 12.6 ND 11.5 ND 10.5 ND 11.5


SUV segment – ADVERTISING SCORES


1 FORD KUGAKuga follow up (2008)/World

wapped/Lift (40)TV 49 35 24 11 64

- Global Average TV 42 26 14 19 78

2 VW TIGUANTiguan follow up (2008)/Learner

driver (30)TV 40 25 14 16 71

3 VOLVO XC60New XC-60/From Sweden with Love

(30)TV 39 30 0 14 68

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





SUV segment – ADVERTISING SCORES (1/2)


1 FORD KUGAKuga follow up (2008)/Why does a

car (SP)Print 21 19 18


4X4 (SP)Print 21 17 16

3 NISSAN X-TRAIL Promotion 2008/Trek (DP) Print 17 15 10

4 VW TIGUANNew Tiguan (2008)/The compact

(DP)Print 16 8 8

5 LAND ROVERFREELANDER Freelander 2/The deposit helps (SP) Print 13 10 7

6 NISSAN QASHQAIQashqai follow up/Playing with the

city (DP)Print 13 8 7

7 LAND ROVER DISCOVERY Discovery 3/Made the world (SP) Print 10 8 6


8 TOYOTA RAV-4 Moreforless/Great fuel Print 7 4 3

9 PEUGEOT 4007 4007 follow up/Introducing (DP) Print 11 5 2

10 TOYOTA RAV-4Moreforless/Low monthly payments

(SP)Print 7 3 2

11 RENAULT KOLEOSLaunch Koleos (2008)/The 10th

Renault (SP)Print 5 4 2

12 SUZUKI SX4SX4 follow up/More space, less

expense (DP)Print 5 3 2

13 MITSUBISHI OUTLANDEROutlander follow up/The lowest

emissions (SP/11A-08)Print 5 3 2

14 KIA SPORTAGESportage follow up

(2008)/Overcomes obstacles (DP)Print 10 3 1

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







15 RENAULT KOLEOSLaunch Koleos (2008)/4x4 outside

(SP)Print 4 1 1

16 NISSAN MURANONew Murano (2008)/The refined

(DP)Print 5 1 0

17 SUZUKI GRAND VITARAGrand Vitara follow up

(2008)/Tough times (3 years/SP)Print 3 0 0

18 AUDI Q5 New Q5 (2008)/Streamlined (DP) Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Rav 4 – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 19

Total Like 78

Norm

Rav 4 – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st

appearancePeriod of testReco. (%) NAMake Att. (%) NAPerfect Att. (%) NAEfficiency NA

Norm

.


Like a lot NA

Total Like NA

Norm

Rav 4 – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)


.


Period of 1st

appearance08/05 - 21/05 08/05 - 21/05 04/09 - 17/09 30/10 - 12/11 30/10 - 12/11


12/08Low monthly payments

(SP)

Norm 06/08More for less (RAV4/SP)

06/08The beautiful (DP)

10/08Great fuel

12/08Great fuel

.


Like a lot 10

Total Like 80

Norm 12/08Low monthly payments

(SP)

06/08More for less (RAV4/SP)

06/08The beautiful (DP)

10/08Great fuel

12/08Great fuel

Rav 4 – GLOBAL CAMPAIGN IMPACT

0

20

40

60

80

100

(%)


.

04/08

(2 Print)

06/08

(2 Print)

10/08

(1 Print)

12/08

(2 Print)

Period of 1st

appearance06/03 - 19/03 08/05 - 21/05 04/09 - 17/09 30/10 - 12/11

Period of test 31/03 - 27/04 02/06 - 29/06 29/09 - 26/10 24/11 - 21/12

Reco. (%) 14 11 5 11

Make Att. (%) 6 7 2 6




SUV Compact segment

UK - December 2008


Purchase Funnel - Rav 4 Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 75.9 95.5 ND 94 ND 94.8 ND 93.7 ND 95.8 ND 95.8 ND 99

A w a re n e ss - sp o n t (% ) 11.5 30.6 ND 23 ND 30.2 ND 28.4 ND 32.3 ND 34.7 ND 35.4

K n o w le d g e (% ) 11.9 29.2 ND 26 ND 29.2 ND 26.3 ND 29.2 ND 30.5 ND 34.4

L ik in g (% 7 -1 0 ) 75.5 78.4 ND 81.5 ND 86.5 ND 73.1 ND 74.1 ND 75 ND 80.7

C o n sid e ra tio n (% ) 10.1 20.6 ND 24 ND 15.6 ND 20 ND 18.8 ND 20 ND 25

P re fe re n c e (% ) 3.6 8.1 ND 9 ND 5.2 ND 9.5 ND 9.4 ND 9.5 ND 6.3



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Rav 4 – PURCHASE FUNNEL

0

20

40

60

80

100

120




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


SUV Compact segment – PURCHASE FUNNEL

Purchase Funnel Rav 4 and

COMPETITORS

Segm

ent

Mean

RA

V-4

Qas

hqai

Anta

ra

X-T

rail

Fre

ela

nder

Gra

nd V

itar

a

Tucs

on

CR

-V

Tig

uan

Cap

tiva

C-C

ross

er

40

07

Kole

os

Kuga

A w a re n e ss - p ro mp te d (% ) 75.9 95.5 79.4 64.5 94.3 97.9 91 69 92.6 73 45 58.1 57.3 52.8 69.2

A w a re n e ss - sp o n t (% ) 11.5 30.6 19.9 1.2 20.6 36.9 8.5 2.4 27.3 8.3 0 4.7 0.9 2.6 8.8

K n o w le d g e (% ) 11.9 29.2 15.9 1.9 20.9 43.9 16.8 3.6 25.1 7.3 0.5 2.4 0.7 0.7 6.4

L ik in g (% 7 -1 0 ) 75.5 78.4 84.3 50 75.8 86.2 65 54.4 83.5 76.5 * 64.9 * * 75.5

C o n sid e ra tio n (% ) 10.1 20.6 20.6 1.4 15.7 34.1 9.9 4.2 25.1 6.9 0.5 3.1 0.9 1.6 5.5

P re fe re n c e (% ) 3.6 8.1 5.9 0.5 4.5 18 2.6 1.4 10.2 1.9 0 0.5 0 0 0.7



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


SUV Compact segment

UK - December 2008

BAIT Image items

Rav 4 – DNA PYRAMID

Rav 4 and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 38.3 38.3 ND 48.1 ND 48.1 ND 28.8 ND 31 ND 30.4 ND 43.9

Is a p le a su re to d riv e 28.7 30.4 ND 29.6 ND 30.8 ND 23.1 ND 27.6 ND 32.1 ND 38.6

Is c o mfo rta b le 37.3 35.9 ND 40.7 ND 42.3 ND 25 ND 31 ND 35.7 ND 40.4

H a s a n a ttra c tiv e d e sig n 36.1 35.6 ND 38.9 ND 40.4 ND 32.7 ND 32.8 ND 37.5 ND 31.6

H a s p e rso n a lity a n d c h a ra c te r 24.5 25.2 ND 29.6 ND 32.7 ND 17.3 ND 25.9 ND 23.2 ND 22.8

Is re lia b le , is a h ig h q u a lity c a r 43.4 46.2 ND 50 ND 50 ND 48.1 ND 39.7 ND 39.3 ND 50.9

O ffe rs a g o o d le v e l o f sa fe ty 53.8 55.3 ND 57.4 ND 53.8 ND 51.9 ND 55.2 ND 53.6 ND 59.6

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Rav 4 – OTHER IMAGE ITEMSOTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 39.5 40.7 ND 37 ND 36.5 ND 40.4 ND 43.1 ND 37.5 ND 49.1

Has good engine performance 40.2 40.4 ND 44.4 ND 50 ND 42.3 ND 32.8 ND 30.4 ND 43.9

Has good road holding 48.7 49.2 ND 46.3 ND 53.8 ND 44.2 ND 46.6 ND 48.2 ND 56.1

Is trendy 27.2 33.1 ND 35.2 ND 42.3 ND 25 ND 31 ND 32.1 ND 33.3

Is prestigious 19.1 15.7 ND ND ND 13.5 ND 12.1 ND 16.1 ND 21.1

Is a car for the family 49.7 50.5 ND 51.9 ND 46.2 ND 44.2 ND 46.6 ND 50 ND 63.2

Is well equipped 47.5 48.9 ND 50 ND 48.1 ND 48.1 ND 50 ND 39.3 ND 57.9

Is a spacious car (passengers and luggages) 51.1 48 ND 40.7 ND 53.8 ND 48.1 ND 48.3 ND 46.4 ND 50.9

Has an adjustable interior 48.5 48.3 ND 35.2 ND 50 ND 44.2 ND 46.6 ND 55.4 ND 57.9

Is good value for money 27.5 30.1 ND 31.5 ND 32.7 ND 26.9 ND 27.6 ND 25 ND 36.8

Uses quality materials in the interior 39.3 39.2 ND ND ND ND 44.8 ND 39.3 ND 33.3


SUV Compact segment - DNA PYRAMID

Rav 4 and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

RA

V-4

Qash

qai

Anta

ra

X-T

rail

Fre

elander

Gra

nd V

itar

a

Tucs

on

CR-V

Tig

uan

Capt

iva

C-C

ross

er

4007

Kole

os

Kuga

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 38.3 38.3 45.1 20 39.4 56 24.7 21.5 50.5 33.9 * 28.1 * * 31.9

Is a p le a su re to d riv e 28.7 30.4 36.3 15 24.2 45 17 17.7 39.6 27.8 * 17.5 * * 21.3

Is c o mfo rta b le 37.3 35.9 46.1 23.3 37.2 53.8 22.4 32.9 46 40 * 24.6 * * 30.9

H a s a n a ttra c tiv e d e sig n 36.1 35.6 59.3 20 29.7 51.6 20.2 16.5 43.2 33.9 * 35.1 * * 35.1

H a s p e rso n a lity a n d c h a ra c te r 24.5 25.2 39.2 11.7 20.8 37.1 13.5 12.7 29.1 20 * 14 * * 26.6

Is re lia b le , is a h ig h q u a lity c a r 43.4 46.2 58.8 26.7 42 59 29.6 34.2 49.8 43.5 * 29.8 * * 31.9

O ffe rs a g o o d le v e l o f sa fe ty 53.8 55.3 67.2 30 52 68.1 39.5 45.6 63.2 53 * 42.1 * * 48.9

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







SUV Compact segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

RA

V-4

Qash

qai

Anta

ra

X-T

rail

Fre

ela

nder

Gra

nd V

itara

Tucs

on

CR-V

Tig

uan

Capti

va

C-C

ross

er

4007

Kole

os

Kuga

Is environment friendly 39.5 40.7 52.5 18.3 37.9 46.2 36.3 25.3 44.6 29.6 * 31.6 * * 47.9

Has good engine performance 40.2 40.4 47.5 21.7 37.9 57.2 26 31.6 48.4 45.2 * 35.1 * * 33

Has good road holding 48.7 49.2 58.8 31.7 49.1 63.1 36.8 43 55.4 46.1 * 43.9 * * 43.6

Is trendy 27.2 33.1 54.9 15 17.8 37.8 15.7 10.1 31.9 21.7 * 21.1 * * 30.9

Is prestigious 19.1 15.7 19.2 * 10.6 44.6 10.3 9.1 21 16.7 * * * * 18.8

Is a car for the family 49.7 50.5 61.8 38.3 42.8 61.7 32.7 49.4 57.5 55.7 * 42.1 * * 53.2

Is well equipped 47.5 48.9 63.7 25 46.5 60 34.5 43 56.8 36.5 * 36.8 * * 38.3

Is a spacious car (passengers and luggages) 51.1 48 59.3 35 50.6 60.2 43.5 50.6 53 55.7 * 49.1 * * 55.3

Has an adjustable interior 48.5 48.3 66.2 28.3 49.1 58 43.5 38 53 38.3 * 47.4 * * 45.7

Is good value for money 27.5 30.1 43.1 18.3 22.7 34.9 19.3 20.3 35.4 21.7 * 15.8 * * 20.2

Uses quality materials in the interior 39.3 39.2 52.3 * 33.8 61.6 28.8 * 49.3 31.7 * * * * 35.2


SUV Core segment

UK - December 2008

TOYOTA Land Cruiser

SUV Core segment

UK - December 2008


0.9

2.0 2.1

1.1

0.0 0.0 0.00

1

2

3

4

5

6

7

8

9

10


TOYOTA Land Cruiser

LAND ROVER Discovery

NISSAN Pathfinder

MITSUBISHI Shogun


SUV Core segment – ADVERTISING RECALL

Land Cruiser Presence in

Minds

Seg.

Mean

Last

year

YTD J an 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May 08

W.5

J un 08

W.6

J ul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

Advertising recall - TOM (%) 1.2 0.7 ND 2 ND 1 ND 1.1 ND 0 ND 0 ND 0

Advertising recall - Spontaneous (%) 2.6 0.9 ND 2 ND 2.1 ND 1.1 ND 0 ND 0 ND 0

Advertising recall - P rompted (%) 6 2.2 ND 3 ND 5.2 ND 1.1 ND 1 ND 1.1 ND 2.1




1 FORD KUGAKuga follow up (2008)/World

wapped/Lift (40)TV 49 35 24 11 64

- Global Average TV 42 26 14 19 78

2 VW TIGUANTiguan follow up (2008)/Learner

driver (30)TV 40 25 14 16 71

3 VOLVO XC60New XC-60/From Sweden with Love

(30)TV 39 30 0 14 68

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)








car (SP)Print 21 19 18


4X4 (SP)Print 21 17 16

3 NISSAN X-TRAIL Promotion 2008/Trek (DP) Print 17 15 10

4 VW TIGUANNew Tiguan (2008)/The compact

(DP)Print 16 8 8

5 LAND ROVERFREELANDER Freelander 2/The deposit helps (SP) Print 13 10 7

6 NISSAN QASHQAIQashqai follow up/Playing with the

city (DP)Print 13 8 7

7 LAND ROVER DISCOVERY Discovery 3/Made the world (SP) Print 10 8 6


8 TOYOTA RAV-4 Moreforless/Great fuel Print 7 4 3

9 PEUGEOT 4007 4007 follow up/Introducing (DP) Print 11 5 2

10 TOYOTA RAV-4Moreforless/Low monthly payments

(SP)Print 7 3 2

11 RENAULT KOLEOSLaunch Koleos (2008)/The 10th

Renault (SP)Print 5 4 2

12 SUZUKI SX4SX4 follow up/More space, less

expense (DP)Print 5 3 2

13 MITSUBISHI OUTLANDEROutlander follow up/The lowest

emissions (SP/11A-08)Print 5 3 2

14 KIA SPORTAGESportage follow up

(2008)/Overcomes obstacles (DP)Print 10 3 1

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)







15 RENAULT KOLEOSLaunch Koleos (2008)/4x4 outside

(SP)Print 4 1 1

16 NISSAN MURANONew Murano (2008)/The refined

(DP)Print 5 1 0

17 SUZUKI GRAND VITARAGrand Vitara follow up

(2008)/Tough times (3 years/SP)Print 3 0 0

18 AUDI Q5 New Q5 (2008)/Streamlined (DP) Print 2 0 0

LIKING : % (Basis :


(%)

MAKE

ATTRIBUTION

(%)

PERFECT

ATTRIBUTION

(%)





Land Cruiser – FOCUS ON MEDIA TV

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 19

Total Like 78

Norm

Land Cruiser – FOCUS ON MEDIA BILLBOARD

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st

appearancePeriod of testReco. (%) NAMake Att. (%) NAPerfect Att. (%) NAEfficiency NA

Norm

.


Like a lot NA

Total Like NA

Norm

Land Cruiser – FOCUS ON MEDIA PRINT

0

20

40

60

80

100

(%)

0

0.2

0.4

0.6

0.8

1

Effi

ciency

(Perfect A

tt./Reco

.)

0

20

40

60

80

100

Lik

e a

lot (%

)



2008

.


Period of 1st


Norm

.


Like a lot 10

Total Like 80

Norm

Land Cruiser – GLOBAL CAMPAIGN IMPACT


.

Period of 1st

appearance

Period of test

Reco. (%)

Make Att. (%)

Perfect Att. (%)




2008

SUV Core segment

UK - December 2008


Purchase Funnel - Land

Cruiser

Seg.

Mean

Last

year

YTD Jan 08

W.1

Feb 08

W.2

Mar 08

W.3

Apr 08

W.4

May

08 W.5

Jun 08

W.6

Jul 08

W.7

Aug 08

W.8

Sep 08

W.9

Oct 08

W.10

Nov 08

W.11

Dec 08

W.12

A w a re n e ss - p ro mp te d (% ) 89.8 95 ND 95 ND 95.8 ND 94.7 ND 90.6 ND 96.8 ND 96.9

A w a re n e ss - sp o n t (% ) 12.2 8.1 ND 11 ND 9.4 ND 11.6 ND 3.1 ND 4.2 ND 9.4

K n o w le d g e (% ) 19.8 15.4 ND 17 ND 16.7 ND 14.7 ND 14.6 ND 15.8 ND 13.5

L ik in g (% 7 -1 0 ) 82.6 82.4 ND * ND * ND * ND * ND * ND *

C o n sid e ra tio n (% ) 14.3 11.4 ND 12 ND 12.5 ND 11.6 ND 13.5 ND 9.5 ND 9.4

P re fe re n c e (% ) 5.5 2.9 ND 3 ND 4.2 ND 6.3 ND 2.1 ND 1.1 ND 1



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)

Land Cruiser – PURCHASE FUNNEL

0

20

40

60

80

100

120




Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


SUV Core segment – PURCHASE FUNNEL

Purchase Funnel Land

Cruiser and COMPETITORS

Segm

ent

Mean

Lan

d C

ruis

er

Dis

covery

Pat

hfi

nder

Shogun

Defe

nder

A w a re n e ss - p ro mp te d (% ) 89.8 95 98.6 81 97.2

A w a re n e ss - sp o n t (% ) 12.2 8.1 22.7 3.1 22.1

K n o w le d g e (% ) 19.8 15.4 43.4 9.2 23.7

L ik in g (% 7 -1 0 ) 82.6 82.4 89.1 75.4 80.3

C o n sid e ra tio n (% ) 14.3 11.4 29.4 7.4 18.5

P re fe re n c e (% ) 5.5 2.9 14.9 1 6.4



Knowledge (%)

Liking (% 7-10)

Consideration (%)

Preference (%)


SUV Core segment

UK - December 2008

BAIT Image items

Land Cruiser – DNA PYRAMID

Land Cruiser and COMPETITORS - DNA

PYRAMID

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 42.7 37.4 ND * ND * ND * ND * ND * ND *

Is a p le a su re to d riv e 32 21.6 ND * ND * ND * ND * ND * ND *

Is c o mfo rta b le 39.8 30 ND * ND * ND * ND * ND * ND *

H a s a n a ttra c tiv e d e sig n 33.9 26 ND * ND * ND * ND * ND * ND *

H a s p e rso n a lity a n d c h a ra c te r 23.4 15.4 ND * ND * ND * ND * ND * ND *

Is re lia b le , is a h ig h q u a lity c a r 45.3 36.1 ND * ND * ND * ND * ND * ND *

O ffe rs a g o o d le v e l o f sa fe ty 54.7 43.2 ND * ND * ND * ND * ND * ND *

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







Land Cruiser – OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Seg.

Mean

Last

year

YTD Jan

08

W.1

Feb

08

W.2

Mar

08

W.3

Apr

08

W.4

May

08

W.5

Jun

08

W.6

Jul

08

W.7

Aug

08

W.8

Sep

08

W.9

Oct

08

W.10

Nov

08

W.11

Dec

08

W.12

Is environment friendly 36.4 30 ND * ND * ND * ND * ND * ND *

Has good engine performance 40.6 33.9 ND * ND * ND * ND * ND * ND *

Has good road holding 49.8 44.1 ND * ND * ND * ND * ND * ND *

Is trendy 20.9 15 ND * ND * ND * ND * ND * ND *

Is prestigious 31.5 17.8 ND ND ND * ND * ND * ND *

Is a car for the family 47.6 42.3 ND * ND * ND * ND * ND * ND *

Is well equipped 47.8 38.3 ND * ND * ND * ND * ND * ND *

Is a spacious car (passengers and luggages) 59.8 59.5 ND * ND * ND * ND * ND * ND *

Has an adjustable interior 48 39.6 ND * ND * ND * ND * ND * ND *

Is good value for money 23 14.5 ND * ND * ND * ND * ND * ND *

Uses quality materials in the interior 45.1 29.5 ND ND ND ND * ND * ND *


SUV Core segment - DNA PYRAMID

Land Cruiser and COMPETITORS - DNA

PYRAMID

Segm

ent

Mea

n

Land

Cru

iser

Dis

covery

Path

finder

Shog

un

Defe

nder

Innovat

ion

Is te c h n o lo g ic a lly a d v a n c e d 42.7 37.4 59.1 24.6 38.2

Is a p le a su re to d riv e 32 21.6 47.2 23.8 27.8

Is c o mfo rta b le 39.8 30 55.7 24.6 38.2

H a s a n a ttra c tiv e d e sig n 33.9 26 46.1 24.6 31.4

H a s p e rso n a lity a n d c h a ra c te r 23.4 15.4 36 16.2 18.4

Is re lia b le , is a h ig h q u a lity c a r 45.3 36.1 62.4 26.9 41.7

O ffe rs a g o o d le v e l o f sa fe ty 54.7 43.2 70.7 36.2 52.4

Dri

vin

g

ple

asur

Desi

gn

SQ


Is comfortable







SUV Core segment - OTHER IMAGE ITEMS

OTHER IMAGE ITEMS

Segm

ent

Mea

n

Land

Cru

iser

Dis

cov

ery

Path

finder

Shogu

n

Defe

nder

Is environment friendly 36.4 30 45.9 24.6 30.7

Has good engine performance 40.6 33.9 54.9 30 36.2

Has good road holding 49.8 44.1 65.5 35.4 45.3

Is trendy 20.9 15 28.8 17.7 18.4

Is prestigious 31.5 17.8 55.3 16.3 27

Is a car for the family 47.6 42.3 58.8 37.7 43.7

Is well equipped 47.8 38.3 61.4 33.8 43.7

Is a spacious car (passengers and luggages) 59.8 59.5 71.8 43.1 56

Has an adjustable interior 48 39.6 61.4 33.1 44.7

Is good value for money 23 14.5 31.6 18.5 18.8

Uses quality materials in the interior 45.1 29.5 64.7 20.8 43.5


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