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Toyota Highlander Hybrid: Driving Towards Innovation and Sustainability

Explore Toyota's history, strategic analysis, campaign strategies, and media plans for the Highlander Hybrid. Toyota's key milestones, target demographics, and marketing initiatives are highlighted. Discover how Toyota positions itself in the global automotive market.

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Toyota Highlander Hybrid: Driving Towards Innovation and Sustainability

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  1. Please open your envelopes and read the slip of paper inside…

  2. JORI BELL – ACCOUNT MANAGER JESSICA GRESSA – RESEARCH DIRECTOR ALICIA ABERCROMBIE – CREATIVE DIRECTOR ROBERT SIXSMITH – MEDIA DIRECTOR CHRISTINA JOHNSTON – PR AND PROMOTIONS DIRECTOR

  3. Established: August 28, 1937 1984 Begin U.S. production 1997 Prius introduced as the world’s first mass-produced hybrid car 2008 Overtake GM as the world’s largest manufacturer of passenger vehicles Worldwide Prius sales top 1 million mark TODAY In the U.S., Toyota makes up 17.8% of the market share for car and automobile manufacturing SITUATION ANALYSIS TOYOTA’S HISTORY

  4. SITUATION ANALYSIS S.W.O.T. ANALYSIS

  5. SITUATION ANALYSIS S.W.O.T. ANALYSIS

  6. CAMPAIGN STRATEGY CORE OBJECTIVES

  7. The Coopers- The Young Family on the Move CAMPAIGN STRATEGY • Young, white-collar professionals, children at home • Age: 40-49 • Net Income: >$100,000 • Money managers, status but practicality in a vehicle PRIMARY TARGET

  8. The Sanfords- The Older Family in Flux CAMPAIGN STRATEGY • Middle-aged, white-collar execs, children moving away • Age: 50-59 • Net Income: >$150,000 • Money managers with ability to spend PRIMARY TARGET

  9. Toyota began its integrated campaign for the Highlander in October 2010 -“youthful” approach Catalyst Communications’ approach: -sophisticated, catered to the primary audiences CAMPAIGN STRATEGY POSITIONING

  10. 2011 TOYOTA HIGHLANDER HYBRID CREATIVE PLAN

  11. CREATIVE PLAN TV SPOT

  12. CREATIVE PLAN OTHER ADVERTISING

  13. CREATIVE PLAN INTERACTIVE MEDIA

  14. CREATIVE PLAN INTERACTIVE MEDIA

  15. *Consumer trust is building -62% primary research: “Dependable, reliable, Quality” *Toyota continues to recover from the damage done, but other public issues have overshadowed the 2009 recalls -BP, Goldmann Sachs, etc. PUBLIC RELATIONS Public Opinion

  16. Super Bowl XLV “Party Circle” Tailgate Event • -Highlander Super Bowl Ad Spot • -2011 Highlander party circle • -bets for half-time score, winners take Highlander home • -fuel/airplane cost comparison to be published on website PUBLIC RELATIONS • “Find your EV Mode” Nationwide Marathons Public Relations Events

  17. “Track Your EV Mode” Mobile Application and web-tracker contest PUBLIC RELATIONS Promotions/Partnerships

  18. MEDIA PLAN MEDIA STRATEGY

  19. MEDIA PLAN SCHEDULING

  20. MEDIA PLAN SCHEDULING

  21. MEDIA PLAN SCHEDULING

  22. MEDIA PLAN REGIONAL EMPHASIS

  23. MEDIA PLAN CONTINGENCY BUDGET

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