Agenda

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Agenda

• Situational Competitive Analysis
• Target Market
• Live More Consumer Awareness Campaign
• Media
• Q A

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Situational Analysis
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Situational Analysis
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Competitive Analysis

• Competitor Profiles

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Competitive Analysis
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Target Market

• Demographic
• College graduate
• Ages 25-34
• Income range 35,000-49,999
• Psychographic
• Early adopters, technologically savvy
• Environmentally friendly
• Value conscious

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Index Values
Source Mintel/Bureau of Labor Statistics,
Consumer Expenditure Survey
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Index Values
Source MRI
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Target Market

• Geographic
• Population of 468,536
• (within parameters of our target market)
• Most populated counties Cobb, Fulton, Dekalb,
  Gwinnett

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Target Market

• Persuasion Matrix

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Live More A Consumer Awareness Campaign

• Communications Objectives
• Fill up our target audience
• Emphasize accelerated technology
• Park Prius in a good position
• Rev up the Toyota brand image

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Live More A Consumer Awareness Campaign

• Communications Strategy
• High gas prices show value
• Intelligent, sophisticated and witty humor
• Rational appeal
• Positive media coverage
• Young, stylish, professional theme incorporated

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Budget

• Bottom Up Approach
• Objective and Task Method

TOTAL ESTIMATED BUDGET 922,500
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Media Schedule
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Media Television Commercials

• 22 weeks Pulsing Schedule
• High coverage
• Local television networks, spot advertising,
  cable
• Morning news (6-9pm) -- ABC, NBC, CBS, FOX
• Occasional Prime-time (8-11pm) -- ABC, NBC, CBS,
  FOX
• Cable news/information and regional programming--
  Weather Channel, Fox News, CNN

Total Television Budget 600,000 (300,000 per
commercial)
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Another Trip to the Gas Station
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Another Trip to the Gas Station
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You Drive
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MediaPrint

• January-December Continuous Schedule
• Reaches specific target audiences
• Prestige of magazines creates favorable image
• Consumer-Popular Mechanics
• Regional -Paper City, Atlanta Monthly
• Business-Money, Atlanta Business Chronicle

Total Print Media Budget 244,000
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MediaOutdoor (Billboards)

• April-September Pulsing Schedule
• Strategically placed in high traffic areas
• Highways in Fulton County
• Downtown region
• Highly flexible not location-specific

Total Outdoor Budget 60,000 (30,000 per
billboard)
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Earth
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55 Miles to a Gallon
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MediaPublic Relations

• General location Metro area
• Adopt-a-Highway Metro Marathon
• Younger, physically involved individuals
• Prius paraphernalia will be distributed to
  spectators and participants
• Expected donations from various vendors
• Aim Building brand equity

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MediaPublic Relations

• Prius Community Benefit
• Socially involved professionals
• Honor hard working community leaders
• Honorees chauffeured in a Prius
• Stress hard-work and long-run efficiency of the
  Prius

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Q and A