April 2003
Toyota Prius; Marketing Communications Plan
Prepared by ANDiDAS.COM
Contents:
Executive Summary 3
Introduction 3
The Automobile Market 4
Figure 1: UK new Car Market by Volume and Value, 1997-2001 4
Figure 2: Leading Suppliers of Cars to the UK Market, 2001 5
Figure 3: Main Advertising Expenditure on Car Brands, 2001 5
Prius Target Market 6
Demographic 6
Psychographic 6
Geographic 7
Toyota 8
SWOT Analysis 8
Campaign Objectives 10
Creative Strategy 11
Communications Mix 12
Recommended Campaign 13
Media Strategy 13
Timing and Budgets 14
Figure 4: Communications Schedule Year One 15
Figure 5: Communications Schedule Year Two & Three 15
Post Campaign Testing 17
Summary 17
Appendix 18
Attitudes of Consumers Towards Green Cars (% of respondents),2002 18
Media uses Advantages and Disadvantages 19
Brad: Advertising Costings
Bibliography & References 20
Executive Summary
Full......
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Approximate Word Count: 6470
Approximate Pages: 25 (260 words per double-spaced page) |