TEAM MEMBERS

CONTENT
1 Executive Summary 13 14 Toyotas IMC Objective Toyotas IMC Budget

2
3 4

Corporate Strategies
Corporate Image Strategies

15 IMC OBJECTIVE ONE-CONSUMER

Brand Development Strategy 16 IMC OBJECTIVE TWO-DISTRIBUTION

5
6 7 9 10

Logo Design
Brand Positioning Strategy Public Relations Strategy Communication Analysis Opportunity Analysis

17
18 19 21

Media Flowchart
Company Background Industry Research CORPORATE ID ADVERTISING CAMPAIGN

8 Promotion Opportunity Analysis 20

22 BILLBOARD, BUS WRAP, WALLSCAPE AND TRANSIT SHELTER 23 Reference

11 12

Target Market Analysis Segmentation Analysis

EXECUTIVE SUMMARY
TOYOTA is bases on offering a diverse range of cars that encompass all needs of the clients. Toyota wants offer cheaper alternatives to the clients Toyota main objectives for this IMC plan are to develop brand awareness and to enhance the firm image.

Corporate Strategies
offer cheaper and diverse range alternatives to the clients Opening Green Market like Toyota investing in hybrid cars, the Prius.

Corporate Image Strategies

Toyota will be donating part of the sales to charity organizations This will allow Toyota to build and maintain a strong image in the market

Brand Development Strategy

Why Toyota called Toyota? Toyota Motor Corporation was founded in 1937 by a man called Kiichiro Toyoda, and it was named after him. "Toyota" and not "Toyoda" is that people thought it sounded better and it also meant that the name could be written in Japanese with eight strokes of the pen.

Logo Design

Brand Positioning Strategy

To increase brand positioning, Toyota may through celebrities to promote Toyota brand.

Megan Fox and Brian Austin Green The Toyota Pro Celebrity Race Day 2010 Long Beach, California

Public Relations Strategy

PR Toyota will gain the benefits of a good PR Program : Higher Valuation Access to Capital Shareholder Visibility Attract New Customers Channel Visibility Industry Visibility Staff benefits

Opportunity Analysis

Target Market Analysis

Target market
Age group 16-80
Customer analysis (Low income level to High income level) Where do they purchase ? When do they purchase ? Why do they purchase ? Why potential customer dont purchase ?

Segmentation Analysis

Communication Analysis
Huge market ( TOYOTA) Advertise product ( internet, TV, magazine) Most important advertising tools (internet) Most effective advertising tools (personal selling)

Competitive Analysis
Facing tough market (Japanese, American, South Korea) Trying working toward achievement Example, Toyota ,Honda and Hyundai

Toyotas IMC Objective

Consumers
Brand awareness Unique Market domination Distributions Encourage channel members Persuade channel members

Toyotas IMC Budget

Consumers (IMC objectives 1) RM 35,000,000 Distributions (IMC objectives 2) RM 15,000,000

IMC OBJECTIVE ONE - CONSUMER

15% 10% 40% Advertising sponsorships

15%
20%

personel selling
database program customer promotion

IMC OBJECTIVE TWO - DISTRIBUTION

Internet 4% Personel Selling 25%

Trade Promotion 32%

Database Programs 18%

Advertising 21%

Media Flowchart
Month Activities Advertising Program Television Magazine Newspaper Radio JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Public Relations Forum

Networking Event

Forums Internet/Interactive Marketing Program Email Social Medias Official Website Sponsorship

Company Background
Established on August 28th, 1937 in Japan One of the largest automotive manufacturers both by production and sales Manufactures, sells, leases, and repairs passenger cars, trucks, buses, and related parts worldwide Is a leader in the car manufacture, assembly and distribution the world over

Vision and Mission

Mission
Provide safe & sound journey. Working toward creating a prosperous society and clean world. Developing various new technologies from the perspective of energy saving and diversifying energy sources.

Vision To be the most respected and successful enterprise, delighting customers with a wide range of products and solutions in the automobile industry with the best people and the best technology.

Goals and Objectives

Vows to enhance its corporate value by maintaining its position as a market leader in the automotive industry. Working to enhance its corporate value as a company while maintaining growth in harmony with society, through the foregoing agenda and through underscoring its fundamental principles of Customer First, Genchi Genbutsu, and Continuous Improvement. Plans to fulfill its social responsibilities

Marketing Mix Strategies

Management Team
Akio Toyoda President and CEO of Toyota Motor Corporation Joined Toyota in 1984 In 2000 he joined Toyota's board of directors On June 23, 2009 he was confirmed as the new president of the company Fujio Cho Chairman of Toyota Motor Corporation Serving as Chairman of the Board and Representative Director of Toyota Motor Corporation since June 2006 Strong advocate of environmentally friendly automotive technology.

Industry Research
Able to apply its strengths and opportunities it has to create a competitive edge in the industry. The widely differentiated product line is helping the company to have more global presence. Concentrated on the Japan and American markets and it needs to setup strategies to penetrate the other markets as well. A good position as far as sustainable development is concerned

CORPORATE ID
LETTERHEAD

 ENVELOPE

 BUSINESS CARD

ADVERTISING CAMPAIGN
PRINT MEDIA Velocity communications has created four printed advertisements that related to the themes of the television commercials

BILLBOARD, BUS WRAP, WALLSCAPE AND TRANSIT SHELTER

Toyota also heavy use of out-of home media such as billboard, transit shelter, bus wraps and wallscap to reach a high and frequency among targets in specialized, mostly urban areas.

 Billboard

 Bus Wrap

 Transit Shelters

 Wallscape

Reference
1. Financial Times 1999 2001. Various issues. 2. Key Note. 2002. The Green & Ethical Consumer. Market Assessment. 3. Key Note. 2002. The Motor Industry. Market Assessment. 4. Varey, Richard. 2002. Marketing Communication. London: Routledge. 5. Pickton, David and Broderick, Amanda. 2001. Integrated Marketing Communications. Harlow: Prentice Hall 6. Fitzgerald, Maureen and Arnott, David. 2000. Marketing Communications Classics. London: Business Press, Thomson Learning 7. Westwood, John. 1990. The Marketing Plan. London: Kogan Page Limited. 8. Yadin, Daniel. 1994. Creative Marketing Communications. London: Kogan Page Limited. 9. Rossiter, J. and Danaher, P. 1998. Advanced Media Planning. Dordrecht, Netherlands: Kluwer Academic Publishers. 10. Toyota Motor Corporation. 1997. The Automobile Industry, Toyota and the World 1997. Aichi, Japan: Toyota Motor Corporation, International Public Affairs Division. 11. Komenar, Margo. 1997. Electronic Marketing. Canada: Wiley & Sons, Inc. 12. Rosen, Emanuel. 2000. The Anatomy of Buzz. London: Harper Collins Business.

Thank You !!