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360° Marketing Campaign for Toyota Camry - Ad Maker 2014 - Round 3

Marketing campaign for the hybrid Toyota Camry in Bangladesh. A 360° approach using multiple media channels. Winning slides for the third round of Ad Maker 2014.

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360° Marketing Campaign for Toyota Camry - Ad Maker 2014 - Round 3

  1. 1. 360° Marketing Campaign for ADMaker2014–Round3
  2. 2. The Brief • Enhancing Hybrid Technology Awareness • Selling more Camry Hybrid
  3. 3. CABBA 
  4. 4. The presentation contains animations. Click the icon above to download the original PPTX file
  5. 5. Presentation Outline Situation Assessment Marketing Strategy Feasibility
  6. 6. Situation Assessment only distributor of BRAND NEW Dedication to quality and placing customer's peace of mind as the top priority Multinational & Govt. Organizations, NGOs, and Diplomatic Missions & Society elites Enhancing Hybrid Technology Awareness Selling more Camry Hybrid
  7. 7. The Camry HSD Brand Identity • Brand Essence: State-of-the-Art • Brand Positioning: New Era Sedan • Brand Personality: Premium, Powerful, Hi-tech, Efficient, Dependable, Competent
  8. 8. Customer Insights • Those who have the Need, Want and Demand for a Brand New Vehicle • Individual: Elite Class • Corporate: Top management of multinationals and local group of companies
  9. 9. What is Core Value that customers are seeking? • Medium of transport • Symbol of status/Position of power • Reflects Personality • Performance and Luxury • Monetary Feasibility (Fuel Efficiency & Resale Value)
  10. 10. Marketing Strategy
  11. 11. Marketing Strategy The BIG Idea Luxury and concern can go hand in hand Tagline: “Responsibly Luxurious”
  12. 12. Timeline • Duration: 3 months (1+2) • Timing: May and August-September • Two exceptions • Launch: May 4th, 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  13. 13. Current Ads Introducing the technology
  14. 14. Explains HSD in detail Current Ads
  15. 15. TVC
  16. 16. TVC • Promoted for Navana • Appeals to reason • Your simple decisions have greater implications • Navana-Toyota has the solution • State-of-the-art and luxurious solution • To be aired during 1st Mid-break of the 10pm News on Channel I, ATN Bangla, NTV. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  17. 17. Print Ads • The Daily Star • Prothom Alo • The Independent • New Age • Business Page • Friday and Saturday Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  18. 18. Billboards
  19. 19. Billboards • Prime locations • 6 billboards in Gulshan, Kawran Bazar, Motijheel • 2 billboards in Sylhet (Amberkhana, Zindabazar) • 3 billboards in Chittagong (Khulshi, Agrabad, Nasirabad) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  20. 20. Camry Thrill Ride
  21. 21. Camry Thrill Ride 2015 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  22. 22. Business Magazines 2015 2014 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  23. 23. Budget • TVC 48.81% • Billboards 31.64% • Print Ads 14.79% • Business Magazines 3.75% • Camry Thrill Ride 0.96% • Total 100%
  24. 24. Performance Evaluation • Surveys – Top of mind associations – Sales and Profitability
  25. 25. Thank you! CABBA
  26. 26. Budget Calculation Total Budget: BDT 36,500,000 (approx.) TVC (SOURCE: ATN BANGLA) [48.81%] BDT 66,000/min x 90 days x 3 channels BDT 17,820,000 PRINT AD (SOURCE: DAILY STAR) [14.79%] BDT 4,500/column inch x 12 (3:4) column inch x 25 days x 4 newspapers BDT 5,400,000
  27. 27. Budget Calculation BILLBOARD (SOURCE: GHURI ADVERTISING AGENCY) [31.64%] BDT 1,400/sq. feet x 25*10 (average size) x 3 months x 14 billboards BDT 11,550,000 BUSINESS MAGAZINES (SOURCE: AMAZON) [3.75%] [HBR $89 (12 issues) + TIME $30 (52 issues) Forbes $29.99 (24 issues)] x 100 clients + Postal BDT 25/copy x 8600 copies BDT 1,367,884
  28. 28. Budget Calculations CAMRY THRILL RIDE [0.96%] Venue Rent BDT 50,000 + Setup BDT 250,000 + Refreshments BDT 20,000 + Driver’s Fees BDT 30,000 BDT 350,000
  29. 29. BATFA - largest exporter of recondition and brand new cars in Japan • Car price $49,000 leather • Marine insurance $120 • Shipping cost $1300 • Total $50,420 • Tax 61% • Total $81,176.2 • USD-BDT exchange rate 1:77.38 (01 May 2014) • Total BDT 6,281,414.356 • Selling Price BDT 7,200,000, Profit BDT 1,000,000 (approx.) • Markup 19.399%, Margin 16.24%

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