Prius
Please read the sentences in red!!!
The Chinese University of Hong Kong
MKT3030C Promotion and Advertising Management
Integrated Marketing Communications Proposal
TOYOTA PRIUS
Group 6
Name: Lei Kin Pang, Gordon () Mok Ka Ho, John () Chan Chi Ho, Daniel (02700333) Lai Wai Yip , Marc () Yim Ka Wai, Kathy () Cheung Lap Kei , Kei ()
CONTENTS
Page 1. Execution Summary 2. Situation Analysis a. Background Information of Toyota Motor Corporation b. Communication History of Toyota Motor Corporation c. Background Information of Toyota Prius d. Awards Attained by Toyota Prius e. Analysis of 4P’s – Product, Place, Price, Promotion f. SWOT Analysis of Toyota Motor Corporation and Toyota Prius g. Competitors Against Toyota Prius h. Target Market of Toyota Prius 3. Objectives a. Corporate Objectives b. IMC Objectives
4. Time Frame
5. Promotion Strategies a. Print Advertising b. Internet Advertising c. Sponsorship Activity d. Exhibition
6. Promotion Budget
7. Appendix
8. References
1. EXECUTION SUMMARY
This Integrated Marketing Communications Proposal is a one-year communications plan, which is to be launched in Hong Kong, for the Toyota Prius. It aims to further raise the awareness of the Prius and in turn increase the market share and sale. Market analysis identified the target market, which consists of two groups: private and corporate buyers. Consequently a communications strategy that makes use of various media has been created. Newspaper and car magazines as the print advertisements, the Internet, sponsorship activity and exhibition will be the main media. The Creative strategy is designed to emphasize the unique selling points of the Prius and weaken the target markets objections. The budget (HK$1,000,000) has been allocated for the events and advertisements this year. The majority of the budget will be spent on the
The Chinese University of Hong Kong
MKT3030C Promotion and Advertising Management
Integrated Marketing Communications Proposal
TOYOTA PRIUS
Group 6
Name: Lei Kin Pang, Gordon () Mok Ka Ho, John () Chan Chi Ho, Daniel (02700333) Lai Wai Yip , Marc () Yim Ka Wai, Kathy () Cheung Lap Kei , Kei ()
CONTENTS
Page 1. Execution Summary 2. Situation Analysis a. Background Information of Toyota Motor Corporation b. Communication History of Toyota Motor Corporation c. Background Information of Toyota Prius d. Awards Attained by Toyota Prius e. Analysis of 4P’s – Product, Place, Price, Promotion f. SWOT Analysis of Toyota Motor Corporation and Toyota Prius g. Competitors Against Toyota Prius h. Target Market of Toyota Prius 3. Objectives a. Corporate Objectives b. IMC Objectives
4. Time Frame
5. Promotion Strategies a. Print Advertising b. Internet Advertising c. Sponsorship Activity d. Exhibition
6. Promotion Budget
7. Appendix
8. References
1. EXECUTION SUMMARY
This Integrated Marketing Communications Proposal is a one-year communications plan, which is to be launched in Hong Kong, for the Toyota Prius. It aims to further raise the awareness of the Prius and in turn increase the market share and sale. Market analysis identified the target market, which consists of two groups: private and corporate buyers. Consequently a communications strategy that makes use of various media has been created. Newspaper and car magazines as the print advertisements, the Internet, sponsorship activity and exhibition will be the main media. The Creative strategy is designed to emphasize the unique selling points of the Prius and weaken the target markets objections. The budget (HK$1,000,000) has been allocated for the events and advertisements this year. The majority of the budget will be spent on the
References: ■ Scientific American names Toyota Motor Corporation as "Business Leader of the Year" ("Scientific American 50"; December, 2003) for its singular accomplishment in the commercialization of affordable hybrid cars.