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Media CampaignsPrint | TV | Publicity | BTLProject on Integrated Marketing Communications | Dr. S. Chakraberty | PGDM 2010-12Toyota·s IMC ampaig sinNCR egionByGroup 7 | HitTeamJitesh Anand Prashant Misra Sidhi Agarwal Kapil Malhotra Gurbaneet Sethi Karan RazdanIMT Ghaziabad | PGDM 2010-12IMT Ghaziabad | INTEGRATED MARKETING COMMUNICATIONS | 2¥ £¢ ¤ ¡10I 033 10IT 019 10FN 107 10FN 051 10FN 044 10FN 052ContentsIntroduction ................................ ..........
Citation preview
Media CampaignsPrint | TV | Publicity | BTL
Project on Integrated Marketing Communications | Dr. S. Chakraberty | PGDM 2010-12
Project on
Toyota’s IMC campaigns
in
NCR region
By
Group 7 | HitTeam
Jitesh Anand 10IB 033
Prashant Misra 10IT 019
Sidhi Agarwal 10FN 107
Kapil Malhotra 10FN 051
Gurbaneet Sethi 10FN 044
Karan Razdan 10FN 052
IMT Ghaziabad | PGDM 2010-12
| 2
ContentsIntroduction...........................................................................................................................................1
Media Campaign Analysis......................................................................................................................2
The Product.......................................................................................................................................2
Insight................................................................................................................................................3
Strategy.............................................................................................................................................3
Execution...........................................................................................................................................3
Appeal...............................................................................................................................................3
Green campaigns:..................................................................................................................................3
The Product.......................................................................................................................................5
Insight................................................................................................................................................5
Strategy.............................................................................................................................................5
Execution...........................................................................................................................................5
Appeal...............................................................................................................................................5
Physical display of Innova and Corolla Altis...........................................................................................5
Recent sales promotion schemes from Toyota:....................................................................................6
Toyota Q Promise “Bharosa” campaign.................................................................................................6
Print Ad | Structure...............................................................................................................................7
Structure...........................................................................................................................................8
The Product.......................................................................................................................................8
Insight................................................................................................................................................8
Strategy.............................................................................................................................................8
Execution...........................................................................................................................................9
Appeal...............................................................................................................................................9
Diwali campaign:...................................................................................................................................9
Product..............................................................................................................................................9
Insight................................................................................................................................................9
Strategy...........................................................................................................................................10
Execution.........................................................................................................................................10
Appeal.............................................................................................................................................10
Toyota Etios campaign.........................................................................................................................11
The Product.....................................................................................................................................11
Product............................................................................................................................................14
Insight..............................................................................................................................................14
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Strategy...........................................................................................................................................14
Execution.........................................................................................................................................14
Appeal.............................................................................................................................................14
Recent Promotional Activities by Toyota in NCR.................................................................................15
Physical display of Etios..................................................................................................................15
‘Suhana Summer’ Service Campaign...................................................................................................15
References:..........................................................................................................................................17
Bibliography:.......................................................................................................................................17
Figure 1 : Toyota Land Cruiser PRADO | 5/10/2010 | Times of India Delhi...........................................3Figure 2 : Toyota Altis CNG | 16/11/2010 | Times of India Delhi..........................................................4Figure 3 : Toyota PRIUS | 15/11/2010 | Times of India Delhi................................................................5Figure 4 : Toyota PRIUS | 16/11/2010 | Times of India Delhi................................................................5Figure 5 : Toyota “Bharosa” print ad | 8/10/2010 | Times of India Delhi..............................................8Figure 6 : Toyota “Bharosa” TVC | 60 sec..............................................................................................9Figure 7 : Toyota Innova | 3/11/2010 | Times of India Delhi..............................................................10Figure 8 : The Toyota Etios Launch......................................................................................................13Figure 9 : Etios Print Ad | 29/11/2010 | Times of India Delhi..............................................................14Figure 10 : Etios TVC | 15 sec..............................................................................................................15
| 4
Integrated Marketing Communications
Analysis of Media Campaigns in NCR
Introduction
Toyota Motors, commonly known simply as Toyota and abbreviated as TMC, is a Japanese
multinational corporation headquartered in Toyota, Aichi, Japan. In 2009, Toyota Motor
Corporation employed 71,116 people worldwide (total Toyota 320,808). TMC is the world's
largest automobile manufacturer by sales and production.
The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's
company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a
department of Toyota Industries, it created its first product, the Type A engine, and, in 1936,
its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are
Toyota (including the Scion brand), Lexus, Daihatsu and Hino Motors, along with several
"non-automotive" companies. TMC is part of the Toyota Group, one of the largest
conglomerates in the world.
Toyota Motor Corporation is headquartered in Toyota City, Aichi and in Tokyo. In addition
to manufacturing automobiles, Toyota provides financial services through its Toyota
Financial Services division and also builds robots.
Toyota Kirloskar India Pvt. Ltd. Started operations in 1999 with TMC holding 89% equity in
the joint venture. The company has launched the Innova, Corolla, Land Cruiser, Camry and
recently the Etios in the Indian market. The Etios is a B segment economy car specially
designed for the sub-continental market.
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Toyota | Media Campaigns in the NCR region
Media Campaign Analysis
We have analysed Toyota’s media campaign in October – November 2010. The campaigns
over various media vehicles such as print, TV, OOH, Sponsorship and Publicity have been
enumerated and analysed for their content and impact.
Product campaigns:
Figure 1 : Toyota Land Cruiser PRADO | 5/10/2010 | Times of India Delhi
The ProductThe Toyota Land Cruiser is a premium segment SUV targeted towards high income urban
drivers. The product benefits are through improved safety and driving experience. Since the
SUV costs around `60 lacs, there are esteem benefits associated as with all premium segment
automobiles.
Promise of
Sub-Headline
Proof of claim
Action to take
Central Image
Toyota | Media Campaigns in the NCR region
InsightUrban SUV drivers are more inclined towards comfort and luxury that comes with driving a
SUV than the off-road capabilities of the car.
StrategyTarget the luxury and esteem benefits while downplaying the off-road capabilities. The ad
has been made with a Cognitive strategy, to increase awareness about the product.
ExecutionThe TOYOTA Land Cruiser PRADO ad shown above which presents the car in a non-
offroad setting. The copy emphasizes All-Terrain ‘Luxury’ rather than all-terrain driving
ability. The central imagery underlines the size and opulence of the car. The sub-brand
‘PRADO’ has received dominant position in the brand name.
AppealThe advertisement appeals to the emotions of self esteem and ego. Buying the Land Cruiser is
portrayed as a statement of one’s extravagance and an indicator of high taste in luxury
automobiles.
Green campaigns:
Figure 2 : Toyota Altis CNG | 16/11/2010 | Times of India Delhi
Toyota | Media Campaigns in the NCR region
Figure 3 : Toyota PRIUS | 15/11/2010 | Times of India Delhi
Figure 4 : Toyota PRIUS | 16/11/2010 | Times of India Delhi
Toyota | Media Campaigns in the NCR region
The ProductThe PRIUS and Altis Green campaigns are part of Toyota’s green marketing initiative. The
CNG car and PRIUS hybrid are promoted as eco friendly alternatives to petrol and diesel
cars.
InsightConsumers are aware of the ecological threats facing the planet and will be inclined towards
buying eco-friendly cars.
StrategyThe ad aims to increase awareness about alternative fuel cars such as CNG and Electric
hybrids. The strategy used in Cognitive.
ExecutionUse of green imagery like leaves, green color etc. in the print ad. The graph showing the use
of electric power in the PRIUS illustrates the benefits of hybrid technology, clearly done to
increase awareness about the car.
AppealThe advertisement appeals partly to the emoational and partly has a fear appeal (destruction
of the planet, ecological catastrophe etc).
Physical display of Innova and Corolla Altis Innova and Corolla Altis are displayed in areas based on consumer profiling. In Ghaziabad
expected customers belong to colonies like Raj Nagar and Kavi Nagar, thus Innova and
Corolla Altis have been displayed several times in these areas. The display event is usually
carried out in week days and the duration s generally 4 hours in evening. These displays have
been very successful in generating customer awareness and interest and subsequently lead to
increase in sales.
Toyota | Media Campaigns in the NCR region
Recent sales promotion schemes from Toyota:
Free insurance of navratra as it is an auspicious period in India and people prefer
buying cars during navratra. There was an increase in sales due to this offer during
navratra.
Cash discount of Rs 20,000 during Diwali as Indians prefer buying new products on
Diwali due to the religious sentiments attached with the festival.
Cash discounts of Rs 50,000 during December as people prefer buying in January
than December due to the registration issues.
Toyota Q Promise “Bharosa” campaign
Campaign will leverage print, TV and online media
Aims to establish an emotional connect with Indians across states, cultures and languages
To communicate Toyota's promise of Quality to its customers across India
Toyota Kirloskar Motor announced the launch of its brand new corporate campaign Toyota
'Q' Promise on August 3rd, 2010. The Toyota 'Q' Promise (or Promise of Quality) is a
corporate brand-building initiative by Toyota in India, targeting consumers across the
country, and will run on print, online and TV media. An extension of Toyota's corporate
message of Quality Revolution, the campaign aims to reach out to and connect with the
Indian masses, thus reinforcing Brand Toyota across consumer segments.
Commenting on the campaign roll-out, Mr Sandeep Singh, Deputy Managing Director
(Marketing) TKM, said, "The Toyota 'Q' Promise campaign aims to build and sustain an
emotional connect with Indians across states, languages and cultures. In the run up to the
launch of our new compact car Etios late this year, we'd like to reiterate our promise of
Quality in all we do, be it our products, manufacturing systems, after-sales service, internal
HR practices or CSR initiatives. The emphasis will be on using cultural insights and local
languages to create a long term brand recall for Toyota, leveraging everyday relationships
that involve trust and commitment."
Toyota | Media Campaigns in the NCR region
'Q' Promise is a holistic statement of Toyota's intent and commitment to the Indian people
and features five promises based on the following topics:
Product and Manufacturing
Safety
Sales and Service
Trust
Employee welfare and skill development
The common creative element that runs through the campaign is a thread or 'dhaaga' - a
symbol of Toyota's commitment to every Indian. The thread is representative of Toyota's
'Customer First' philosophy, which is at the core of all Toyota systems and products.
The duration of the campaign is from August to October 2010 and it will end in an eight page
insert in leading dailies across India.
Print Ad | Structure
Figure 5 : Toyota “Bharosa” print ad | 8/10/2010 | Times of India Delhi
Promise of
Sub-Headline
Proof of claim
Action to take
Central Image
Toyota | Media Campaigns in the NCR region
Figure 6 : Toyota “Bharosa” TVC | 60 sec
StructureThe TVC is a sequence of four scenarios which show a Toyoya being part of people’s lives (a
wedding, a rakhee ceremony, a wildlife photographer in an SUV and a group of friends)
The ProductThe advertisement has been published in the backdrop of the massive automobile recall for
Toyota, concerning faulty accelerator pedals in October 2010. The ‘Q’ promise restates the
superior quality for which Toyota is famous. The ad also contains a post script about a to-be
launched product - Toyota Etios.
InsightConsumers are concerned about the car recall involving 1.3 million cars and anxious about
falling standards of quality at Toyota.
StrategyThe strategy is to emphasise that the Toyota standards are still the best in the industry by
reflecting upon the long history of high quality that has enabled the company to become the
world leader in automobiles. The ad is designed to be Affective, to assure consumers.
Toyota | Media Campaigns in the NCR region
ExecutionThe ad shown above stresses on the “legendary” standards of the company which were
achieved by putting “customers first”. The copy talks about building a relationship with
customers; the central image used also stresses on relationships.
AppealThe advertisement uses emotional appeal by soliciting the formation of a relationship with
customers and promising quality.
Diwali campaign:
Figure 7 : Toyota Innova | 3/11/2010 | Times of India Delhi
ProductThe Toyota Innova is one of Toyota’s highest selling vehicles.
InsightConsumers are in the purchase state during the festive season and promotional offers act as
motivators for them to choose a particular brand.
Promise of
Proof of claim
Action to take
Central Image
Toyota | Media Campaigns in the NCR region
StrategyThe strategy is to attract consumers which have already made a decision to buy an
automobile towards the Toyota brand. By offering discounts and low EMIs the company is
using the Conative strategy to lure in consumers.
ExecutionInnova is positioned as a family car and hence the use of such imagery in the ad above. The
copy emphasizes “enjoying with the family” and clearly mentions the immediate purchase
benefit of low EMIs.
AppealThe appeal is both emotional (family car) and rational (low EMI).
Toyota | Media Campaigns in the NCR region
Toyota Etios campaignThe Product
Toyota Kirloskar Motor launched the Etios Sedan on December 1, 2010, marking the
company’s entry into the highly competitive B Segment in India. The Etios has been
developed specifically for Indian customers – ‘World First, India First, My First’.
The Etios sedan will be available in four variants, J, G, V and VX, competitively priced
between ` 4, 96,000/- and ` 6, 86,500/- ex showroom Delhi. The product highlights include
innovative styling, best-in-class cabin and luggage space, superior comfort, impressive fuel
efficiency and the legendary Toyota QDR.
The Etios was launched by Mr. Akio Toyoda, President of Toyota Motor Corporation and
scion of Toyota’s founding family, on his maiden visit to India after taking over as the Head
of the company.
Commenting on the launch of the Etios, Mr. Akio Toyoda, President TMC said: “India is a
key market for our overall strategic growth plans, and the launch of the Etios is definitely a
milestone not only for Toyota in India but for Toyota globally. Toyota strongly believes in
the ‘customer first’ philosophy, hence it was important to collect valuable feedback from our
prospective customers right from the concept stage to what the Etios is today. We at Toyota
believe, ‘the road makes the car’ and the Etios is a product of real-world testing on roads
across India. Our testing has covered a hundred thousand kilometres on every kind of road
that Indian drivers encounter, from Kolkata to Mumbai, from the Himalayan foothills to the
tip of the Indian peninsula.
We at Toyota will continue listening carefully to Indian customers to stay in touch with their
changing expectations. We will respond quickly with technological development and
continue providing products that Indian customers will love.”
Toyota | Media Campaigns in the NCR region
Figure 8 : The Toyota Etios Launch
Mr. Yoshinori Noritake, Chief Engineer of the Etios spoke about the development of the
product, he said: “It was very important to understand the needs of Indian car buyers before
designing an India specific car. We learnt that Indian customers are very price conscious but
at the same time want space and comfort for their family, and style to enhance their status.
One of the strong points of the Etios sedan is its true sedan design – designed on a sedan
platform and not as a hatch with a boot – smart packaging that makes it compact at the same
time spacious. More than 2000 engineers from Japan and India have worked in close
collaboration over the last four years with a vision to offer Etios customers the ‘joy of
ownership’ and ‘quality of life’.”
Talking about the Etios Sales and Marketing strategy in India, Sandeep Singh, DMD-
Marketing, TKM, said: “We have planned an elaborate marketing strategy to warm up to our
target customer and through our various campaigns we aim to successfully establish the Etios
Toyota | Media Campaigns in the NCR region
brand in India. To start with we signed on Mr. A.R.Rahman as our Brand Ambassador to
establish an instant connects between the Etios values and Indian masses. We are committed
to give our customers a Q-Class experience through a sales and service network that will be
expanded to 150 dealerships by the end of this year.”
Toyota has used newspaper and magazines as a media channel to advertise Etios.
Figure 9 : Etios Print Ad | 29/11/2010 | Times of India Delhi
Toyota | Media Campaigns in the NCR region
Figure 10 : Etios TVC | 15 sec
Product
The car is positioned as a economy B-segment automobile (sedan). At a cost of around Rs. 5
lac it is in competition with some premium hatchbacks for share of wallet.
InsightConsumers value the prestige of a “big” car but are apprehensive of the initial cost.
StrategyThe ad is aimed at creating awareness as well as interest.
ExecutionThe image used is of A R Rahman, who is associated with some of the best music produced
in the country – relating it to the quality provided by Toyota. The vermillion ‘teeka’ in the
Etios brand name signifies its status as a made for India car.
AppealThe appeal is emotional – ethnocentric (Indian car by Toyota) and rational (low cost sedan).
Toyota | Media Campaigns in the NCR region
Recent Promotional Activities by Toyota in NCR
Physical display of Etios
Etios was displayed in Select Citywalk mall, Delhi on 4th and 5th December, 2010. It was a
whole day event and the car was physically displayed for the first time in the NCR region.
There was an advertisement regarding the display in all the major newspapers to inform
people regarding the display. There was a huge footfall and many people got a chance to see
the car in the way it will be available to the people. People were asked to answer various
questions regarding Etios and its safety features and other specifications and the people
answering correctly got small gifts like key chain and water bottles. The display has been
very successful as there has been huge booking since the event and the car is booked in
advance till July, 2011.
‘Suhana Summer’ Service Campaign
Toyota Kirloskar Motor (TKM) announced the start of its yearly service campaign Suhana
Summer on March 1, 2010. It is a service campaign with free check up for all Toyota models
- across its dealerships in India.
The month-long campaign was conducted across Toyota dealerships between March 1, 2009
and March 31, 2010. Toyota had set a benchmark in the automobile industry for its quality
products and more so for its exceptional after sales service. Keeping this tradition alive,
Toyota had launched this service campaign in 98 dealerships across India.
Speaking on the occasion Mr. Sandeep Singh, Deputy Managing Director, TKM, said,
"Toyota, having pioneered in the 'Customer First' approach throughout the world, has timed
this service campaign to correspond with the vacation season in India. The campaign will
help our customers to gear up their vehicles for long journeys, ensuring safe, comfortable and
fun filled drives during summer vacation".
Toyota | Media Campaigns in the NCR region
Under this campaign, all Toyota customers would be eligible for a free 30 point check up of
their Toyota vehicles and an option to choose from a broad spectrum of service parts
packages, which include most of the periodic and general maintenance repair related parts.
All customers participating in the campaign by purchasing any of the packages were eligible
for exciting lucky draw prizes which range from over 30 Gift Hampers and a host of other
assured gifts on various packages.
Toyota | Media Campaigns in the NCR region
References:
1. The Times of India Delhi – epaper website.
2. The Hindu – Daily Newspaper.
3. “Bharosa” TVC taken from http://www.youtube.com/watch?v=llkxQjNKNWg.
4. Etios TVC ta2en fr60 http://www.youtube.com/watch?v=QBbRTi5NTSs.
Bibliography:
1. Advertising and promotion, George E Belch , Michael Belch and Purani Tata
McGrawhill, 2009.
2. Advertising and Integrated Brand Promotion, O’Guinn, Allen, Semnik, Thomson
Publishing0020.