Brand :

“Cherishing New

Moments”

Toyota Yaris 2014

Team Name

Adnan Khan

Turas Ayman

Safwat Ahmed

Opera Mini

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Consumer Insights

Sample : 80 people

Sampling method : Questionnaire survey through Google Docs

Positives:

Highly reliable performance

Excellent after sale service

Good resale value

New trend

Value for money

Negatives:

• Design and looks need some work

Research

findings

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Segmenting and Targeting

• Family sizeDemographic

• Monthly IncomeSocial Class

• LifestylePsychographic

Segmentation bases

Targets

4-5 (Nuclear Family)

BDT 135000-175000

Seeks value for money in brand new

cars

Target Group Insight

• “Toyota/ Corolla is a synonym for reliability”

• “My car is mainly used by my family”

• “My car drops and picks me up from office and I also use it for official purposes”

• “Car maintenance and fuel costs are a big hassle”

• “I want the best look and features at the right price”

Target Group Insight (Cont.)

• They seek a reliable, durable and stylish car with quality interiors.

• They want the best quality at the same time value for money

Why there is a need for

the product?

• Brand new car with a stunning new look and exciting features at a reasonable price.

What benefitToyota, Yaariswill provide?

Target Group Touchpoints

Positioning

The Big Idea

“Cherishing New Moments”

Our emotional appeal intends to touch the fathers of all families who craves for memorable family experiences and

esp bridge any gap created with his son.

Activation Campaign Plan

Campaign Objectives:

I. Capitalizing on the emotional appeal to channel the attributes of Yaaris into the minds of the TG.

II. Reaching out to all the former customers of brand new Corolla

III. Establishling a Yarian Community

The Campaign Duration will be of seven months

• We would capitalize on the community park touchpoint.

• Banners of Yaris would be installed which would promote family values through pictures

• Mile meters of Yaris would also be setup.

Budget BDT 200000

Advertisements in parks

• Select touchpoints like banks, stock exchanges and ATM booths to give posters.

Budget BDT 150000

Visual representations

• We would target the Yaarian Corporate Houses

• We would renovate their car parks

• Each parking space would be named after the employee with a Yaris board.

Budget- BDT 350000

Parking space promotion

• All buyers of the brand new Yaris will be enlisted in the Yarian Community.

• They will be given discount coupons to celebrate occasions like father’s day, wedding anniversary and Eid.

• Special prototype of Yaris will also be set up at Club Wheels

Estimated budget- BDT 520000

Cherishing moments at Club Wheels

Cherishing the getaway rally

• Once every year we will host a rally for the YaarianCommunity.

• All Yaarians with their families will be invited.

• They will drive together to Savar resort.

• There they will have a picnic.

• Community ice breaking

Budget BDT. 595000

Cherishing a father and son moment

We would sponsor the much-hyped event and Capitalize on the Rallycross touchpoint

We would give three father and son pairs the chance to ride a Yaris at the course.

The selection would be based upon our online promotions

Budget BDT 1500000

Cherishing the Yarian Famililympics

• At the year end we will organize the famililympics• All the Yarian community can take part in different

events• Each event would need a pair from a team• Each team represents a certain family• Family with the highest number of medals would

get best incentives. i.e. future discounts, free servicing etc.

• Budget 220000

Cherishing the Yarian membership scheme

All of the Yarian Community will get a 30% discount on membership at Cadet College Club

Budget- BDT 1500000

Yarians cherish their Golf

• Organize a golf tournament at Savar Golf Club

• Father and son will get to play as a team.

Budget BDT 1000000

Viral marketing

At the beginning of our campaign we will set up a Facebook page “Yarian Generation” and maintain its activity. This would have the aim of establishing an online community.

We will have different viral events like celebration of father and son moments through asking the son to upload the best ever quote from his father.

Budget BDT 50000

Cherishing your need

• Establishing sign boards across the city.

• The boards would display the distance and direction of nearby Petrol Station

• Anyone might have a need at any point and this is when we come into play

Budget BDT 300000

TVC

Execution:

• To convey our positioning

• We have used emotional appeal in this TVC.

• The TVC will be aired only after 11pm in the night.

• Aired during news, talk shows, newspaper shows and business trade analyst shows

• Budget BDT 5200000

Radio Commercial

• This tool is not conventional for this segment

• Yet it presents an unique opportunity

• Most of the officers in our target market switches on the radio on their way to the office or during jam and that is when we reach out to them.

• We can use this opportunity to inform our potential customers about our offerings.

Radio Commercial

• We will air a 15 seconds RDC

• We will air the RDC in Radio Foorti and BBC Bangla

Budget BDT 2000000

Print media

• We would convey information on our offerings through newspaper advertisements like The Daily Star and Prothom Alo

Budget BDT 2500000

Billboard

Media Scheduling

Seven month campaign

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Vehicle2014

May June July AugustSeptember October

November

December

Brandbuilding

Awareness creation

RDC

TVC

Print advertisement

BillBoard

Timeline

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Effectiveness of the strategies

Differentiating from its direct competitors :

Reasons why people will look for Brand new Toyota Yaris

Will tap on consumer’s perception on superior outlook and features

with a lower price :

The pricing would be within the capability of the upper middle class

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Effectiveness of the strategies

Promotional Strategy :The visual representations would create awareness

The numerous offerings would give the Yarians added value in life.

RDC and print media: will convey the message of the offerings to the TG!

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Budget

Detail BDT (lakh)

Club wheels 5.2

Park advertisement 2

Visual representation 1.5

Parking space advertisement 3.5

Print ad 25

Getaway Rally 5.95

Rallycross sponsorship 15

Billboard 10

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Budget

Detail BDT (lakh)

Familimpics2.2

Cadet College Club membership 15

Golf 10

Viral 0.5

Signboards 3

Radio Advertisement 2

TVC 2.5

Total 161.85

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Measuring Yaaris’s performance

Parameter’s that we will be looking into :

Unaided brand awareness

Top of the mind brand associations

Brand quality perceptions

Brand price sensitivity

Brand distribution

Brand market share

Brand sales

Brand profitability

Net promoter score

Thank You

Performance indicators

• All forms of information to be collected through surveys.

• All these would actually help us understand the market scenario better

• We will know what changes might occur due to alterations in the product

• Net promoter score : It measures the ratio of people who would

recommend your product to a friend against those who would discourage

a friend from using it. Very relevant for brands that want to build

awareness through community and social engagement

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