prius 2

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Information about prius 2

Published on February 5, 2008

Author: Bianca


Agenda:  Agenda Situational & Competitive Analysis Target Market “Live More” Consumer Awareness Campaign Media Q & A Situational Analysis:  Situational Analysis Situational Analysis:  Situational Analysis Competitive Analysis:  Competitive Analysis Competitive Analysis:  Competitive Analysis Target Market:  Target Market Demographic College graduate Ages 25-34 Income range: $35,000-$49,999 Psychographic Early adopters, technologically savvy Environmentally friendly Value conscious Index Values:  Index Values Source: Mintel/Bureau of Labor Statistics, Consumer Expenditure Survey Index Values:  Index Values Source: MRI Target Market:  Target Market Geographic Population of 468,536 (within parameters of our target market) Most populated counties: Cobb, Fulton, Dekalb, Gwinnett Target Market:  Target Market Persuasion Matrix “Live More” A Consumer Awareness Campaign:  “Live More” A Consumer Awareness Campaign Communications Objectives “Fill up” our target audience Emphasize “accelerated” technology “Park” Prius in a good position “Rev up” the Toyota brand image “Live More” A Consumer Awareness Campaign:  “Live More” A Consumer Awareness Campaign Communications Strategy High gas prices show value Intelligent, sophisticated and witty humor Rational appeal Positive media coverage Young, stylish, professional theme incorporated Budget:  Budget Bottom Up Approach Objective and Task Method TOTAL ESTIMATED BUDGET $922,500 Media Schedule:  Media Schedule Media Television Commercials:  Media Television Commercials 22 weeks: Pulsing Schedule High coverage Local television networks, spot advertising, cable Morning news (6-9pm) -- ABC, NBC, CBS, FOX Occasional Prime-time (8-11pm) -- ABC, NBC, CBS, FOX Cable news/information and regional programming-- Weather Channel, Fox News, CNN Total Television Budget $600,000 ($300,000 per commercial) “Another Trip to the Gas Station”:  “Another Trip to the Gas Station” “Another Trip to the Gas Station”:  “Another Trip to the Gas Station” “You Drive”:  “You Drive” Media Print:  Media Print January-December: Continuous Schedule Reaches specific target audiences Prestige of magazines creates favorable image Consumer-Popular Mechanics Regional -Paper City, Atlanta Monthly Business-Money, Atlanta Business Chronicle Total Print Media Budget $244,000 Media Outdoor (Billboards):  Media Outdoor (Billboards) April-September: Pulsing Schedule Strategically placed in high traffic areas Highways in Fulton County Downtown region Highly flexible; not location-specific Total Outdoor Budget $60,000 ($30,000 per billboard) Slide25:  “Earth” Slide26:  “55 Miles to a Gallon” Media Public Relations:  Media Public Relations General location: Metro area Adopt-a-Highway Metro Marathon Younger, physically involved individuals Prius paraphernalia will be distributed to spectators and participants Expected donations from various vendors Aim: Building brand equity Media Public Relations:  Prius Community Benefit Socially involved professionals Honor hard working community leaders Honorees chauffeured in a Prius Stress hard-work and long-run efficiency of the Prius Media Public Relations Q and A:  Q and A

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