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iQ Pan-European marketing presentation
Serge Gachot Product Communications, TME
iQ. Radical thinking.
iQ answers the needs of modern lifestyleBy 2015, 70% of the European population will live in urban areas
iQ answers the needs of progressive and modern lifestyle
iQ reflects Toyota’s environmental leadership
A+B segment is the biggest in EuropeSegment mix forecast ’08 – Total Europe PC market
A + B30%
24%10%
8%
15%
4%9%
LCV
SUV
MPV
Premium
C
Source: TME
Others
Opportunity for New Small Car segment definition
Individuality
Economic Style, Performance
All-round use
A-Segment
B-Segment
New Small Car Segment
Play or Playstation
Timberlanders
New customer segmentation with 11 groups falling into 3 broad categories
“Practical” dominated “Fashion” dominated “Fun” dominated
Big brothergeneration
Rock steady
Smart achievers
Living.com
Red Bullgeneration
New Yuppies
Easy riders
Because I’m worth it
Responsible socialites
Play or Playstation
Timberlanders
New customer segmentation with 11 groups falling into 3 broad categories
“Practical” dominated “Fashion” dominated “Fun” dominated
Big brothergeneration
Rock steady
Smart achievers
Living.com
Red Bullgeneration
New Yuppies
Easy riders
Because I’m worth it
Responsible socialites
iQ targets new-to-Toyota customersNew Yuppies:Expressing their individuality is keyStyle and design are their most important consideration
Responsible socialites:New experiences and challenges are prominent needsFashion-oriented and wanting to demonstrate good taste
iQ will contribute to Toyota primary brand enhancement
Quintessence
Halo effect
iQ to conquest customers that will reinforce
the positive and aspirational image of the brand
iQ is already perceived as a unique product proposition
i pour intelligence
Unconventional launch approachObjectives
Maximise the impact of iQ on the market
Sell 80,000 units annually
Build affinity amongst younger, urban social milieus
Unconventional launch approach
1.Product (launch edition)
2.Communications:
Innovative pre-launch activities
Media strategy
Financing scheme
2 grades, high equipment level from entry
Standard on iQ grade: Standard on iQ² grade:
Black and White as launch visual theme
At launchJan ‘09
2nd WaveMar ‘09
3rd WaveSep ‘09
Formula 1 grand prix in Spa
Innovative Pre-launch activities
Le Rendez-Vous Toyota Paris Motorshow 2008
Innovative Pre-launch activities
ITALYFRANCE
Image
Image
Innovative Pre-launch activities
UKGERMANY
Targeted media strategy
Focus on most relevant ‘touch points’ for iQ target
Digital
Press Outdoor
Unconventional creative campaignThemed around iQ’s Safety and Quality attributes
www.incredible –iQ.com/comingsoon www.incredible –iQ.com/safety
Innovative 3flex financing schemeHow does it work?
Customer pays the initial down payment & then decides every 12 months whether to:
1. Continue driving their iQ for a further year
2. Exchange for new or upgraded iQ
3. Return their iQ
iQ European sales target
Annual target of 80K units
Europe to represent 80% of total sales
Volume concentrated in MM5 (80%)
Volume concentrated in urban areas
Diesel: 7%
Petrol: 93%
Multidrive: 40%
Manual: 60%
Engine mix Transmission mix
iQ launch in 3 waves
1st WaveJan ‘09
2nd WaveMar ‘09
3rd WaveMay ‘09
UKFrance
GermanyItaly
SwitzerlandBelgiumSweden
NetherlandsGreeceIreland
AustriaPortugalPoland
DenmarkFinlandNorwayCroatiaCyprus
HungarySlovenia
Bosnia Herzegovina Iceland
Spain
Average CO2 emissions from Toyota & Lexus range
160
150
140
130
2004 2005 2006 2008 2009
Values based on EU 15C TTL Toyota & Lexus sales forecasts
CO
2 e
mis
sio
ns (
g/k
m)
1202007
170
iQ to lead Toyota Optimal Drive
iQ to lead Toyota product launch offensive
iQ first model out of 13 new launches
Six brand-new or next generation models
Seven major upgrades