Advertising planning. The Toyota Matrix

Résumé du document

The main goal of the Toyota Matrix campaign is to generate an interest cars among the gay and lesbian populations in the United States of America. The creative strategy for the Toyota Matrix appeals directly to the U.S. gay and lesbian market. The strategy focuses on communicating that the Matrix is the best choice for the target market in terms of benefits it offers.

Extraits

[...] OBJECTIVES The following are recommended objectives to be achieved within the first year. Marketing Objectives: To generate brand support for the Toyota Matrix with a 30% increase in sales in the gay and lesbian market. To generate 20% margins from the sales of the Toyota Matrix by the end of a 12-month period beginning in May 2003. To obtain 10% of market share among the gay and lesbian market over a 12-month period beginning in May 2003. To increase traffic by 35% in Toyota dealerships from the target market. [...]

[...] Slogan and Toyota Matrix name are in last shot, written in white against a black background. Print: Our print advertisement will have the “Express Yourself Freely” slogan at the top of the ad. In the ad will be a picture of the Matrix with two mid-twenty something young men walking towards the car, about to open the doors and get in. Although they are not touching each other, it is insinuated that they are a couple by the expressions on their face as they are looking at each other and laughing. [...]

[...] Objective: To generate brand support for the Matrix with a 30% increase in sales. 3.) Donations to gay/lesbian organization: Toyota will donate a percentage of the Matrix's sales for the month of April to the Gay and Lesbian Activist Alliance. GLAA fights to advance the equal rights of gay men and lesbians and is a non-profit organization. Objective: To promote brand consciousness within the target market. Sales Promotion 1. Mass email: The Toyota Matrix will team up with Gay.com to allow consumers to be eligible to win a 2004 Matrix. [...]

[...] Brand Challenge CIC Advertising's brand challenge is to successfully market the Toyota Matrix towards the gay and lesbian market in attempts to increase brand awareness and sales. Situation Analysis Company Analysis Toyota Motor Sales, U.S.A., Inc. has sold cars in the United States since 1957, and has manufactured them in the U.S. since 1984. Shotaro Kamiya is the American subsidiary's president. Toyota is the fourth largest automaker in the U.S. Started making smaller, more fuel-efficient cars in the 1970s. Entered the sport-utility market in 1989. In the year 2000, record sales of $1,619,206,000 were achieved. [...]

[...] Advertising planning. The Toyota Matrix The central focus of the Toyota Matrix campaign is to create an interest for the car among the U.S. gay and lesbian population and to generate traffic to the car dealerships. The campaign is targeted towards gays and lesbians ages 18 to 34, who are interesting in stylish and appealing products that allow them to express their individualities. This market likes to participate in current trends and to keep up with innovations. We will focus on the idea that they want to express themselves freely without inhibitions. [...]