5P Campaign Book (2)

Strategic Marketing Campaign Toyota Highlander Hybrid

the five pandas
Brooke Vandenbranden Media Planning Heather Lesko Public Relations

Julia Welytok Account Director

Samson Payne Research

Zachary Arostegui Creative

5-29
Campaign Strategy

30-39
Creative Plan

40-49
Public Relations

50-60
Media Plan

61-65

table of contents

Situation Analysis

situation analysis

situation analysis

industry trends
7

A

s a result of the economic recession and oil price increases from 2001, the American light vehicle manufacturing industry declined 13.7% per year from 2004 to 2009, reaching the low figure at 5.6 million units in 2009. The production of Sport Utility Vehicles (SUV) and light trucks was also discouraged with an average annual decline of 11.9% from 2004 to 2009, reaching 4.9 million units in 2009.

T

he whole industry of light vehicle production experienced a jump of 47% in 2010, followed by a smooth increase of 11% in 2011. The production of light truck, van and SUV segment is estimated to increase 9.0% per year from 2009 to 5.1 million units in 2014. Currently the biggest players in SUV production are Ford, Honda, Toyota and Chevrolet. SUV production is a highly competitive industry. The GMC and Toyota brand images have been undermined in recent years; smaller companies such as Nissan and Hyundai are catching up in the new cars market.

A

utomakers are equipping models with more advanced safety features in response to consumer’s concern and governmental regulation, such as Electronic Stability Control (ESC) system required for 2012 models by The National Highway Traffic Safety Administration (NHTSA)

situation analysis

hybrid electric vehicles
8
Due to the rise of gas prices and the governmental regulation of emissions, the production of Hybrid Electric Vehicles (HEVs) in USA has been growing dramatically. The government is promoting the use of fuel efficient vehicles by offering tax credits for purchases and funding the development of new technologies.

In 2009, the government set new fuel efficiency standards that aim to increase the fuel economy of light vehicles to an average of 35.5 mpg by 2016.

The US demand for HEV’s grew 28.1 percent per year from a small 2004 base to 290,300 units in 2009. Demand for HEVs is projected to increase 30.5 percent annually between 2009 and 2014 to 1.1 million. By then, HEVs are also estimated to account for more than 7% of all light vehicles sold.
Given that the industry is new and the technologies are still under development, new models continue to emerge rapidly forming a highly competitive industry. Current popular hybrid SUV models include the Toyota Highlander, Ford Escape, Lexus RX, GM Yukon and Chevy Tahoe.

In 2009, the three biggest producers of light HEVs to the US market were Toyota (Japan), Honda (Japan) and Ford, together holding 94% of the market share. With technological advances in HEV production, Toyota’s Prius and Highlander have been prevailing in the market.

ituation analysis

competitor analysis
9
Compared to other affordable (lower than $40,000) small or mid-sized SUVs.

Toyota Highlander Hybrid

Pros:
• • • • •

Launched: 2000 Introduced to North America: 2001

Powerful engine Good fuel economy Long cruising range Spacious and well-made interior Comfortable 1st and 2nd row seats • Outstanding safety features • Virtually no competitors in midsize • hybrid SUVs lower than $40,000.

Applied the Prius’ Hybrid Synergy Drive® to the Highlander in 2006, becoming the first carbased mid-size SUV.

Highlander Hybrid’s sale declined from 31,485 in 2006 to 4549 in 2011, cumulatively amounting to 114,058. The Highlander and Highlander Hybrid created annual sales of 101,252 units in 2011, with an increase of 9.6 percent.

Cons:

• Low affordability • Small cargo volume • Small 3rd row seats

situation analysis

competitor analysis
10
Ford Escape Hybrid
Pros:
• The best selling suv in 2011 and the 4th best selling HEV in history. • Sales declined from 21,386 in 2007 to 10,089 in 2011.

• Highest fuel economy in the same class • Large cargo volume • Excellently safe, high NHTSA crash test score • Currently very Popular

Cons:

• Steep price for a small SUV • Load noise of acceleration • Not as powerful

Honda Pilot

Pros:

• Highest fuel economy in the same class • Large cargo volume • Excellently safe, high NHTSA crash test score • Currently very Popular

Cons:

• Steep price for a small SUV • Load noise of acceleration • Not as powerful

ituation analysis

competitor analysis
11
GMC Acadia Chevrolet Traverse

Pros:

Pros:

• Highest fuel economy in the same class • Large cargo volume • Excellently safe, high NHTSA crash test score • Currently very Popular

• Large 3rd row • Excellent safety features • Powerful engine

Cons:

Cons:

• Steep price for a small SUV • Load noise of acceleration • Not as powerful

• Compromised brand image • Not so economic • Limited visibility

Compared to Lexus RX Hybrid ($47,700), Touareg Hybrid ($62,865) and Porche Cayenne Hybrid ($69,975), Highlander Hybrid generally does not have any competitive advantages in performance and features. However, Highlander Hybrid has more seats and more seating space than any of them does.

situation analysis

competitor analysis
12
MSRP Seating Capacity Fuel Economy (city/hwy) Electric Horsepower (Bhp) Cruising Range Cargo Volume (cu. Ft.) Interior Volume (cu. ft.) Electronic Brake Distribution Active Head Restraint Bakcup Camera Toyota Highlander Hybrid $39,350 7 28/28 167 482 10.3 145.4 Standard Standard Standard Ford Escape Honda Pilot Hybrid $33,145 5 30/27 94 438 30.9 99.5 Not Available Not Available Not Available $33,730 8 17/24 Not Listed 420 18 153.7 Standard Not Available Not Available GMC Acadia $35,510 8 16/23 Not Listed 418 24.1 154.0 Standard Not Available Not Available Chevrolet Traverse $32,335 8 16/23 Not Listed 418 24.4 153.1 Not Available Not Available Not Available

situation analysis

recall and recovery
13

Following a recall incident in 2009, Toyota’s brand image took a blow and led to decreased sales and wavering consumer confidence.

By maintaining a focus on consumer satisfaction and high quality products, Toyota has gradually regained positive regard in the marketplace. While the revival of Toyota's brand image has been a challenge, a BrandIndex Survey indicated that by 2010 consumer sentiment had already significantly recovered. Since the recall, Toyota has also won many awards for vehicle reliability and owner satisfaction, as well as excellent plant quality and malfunction prevention. One challenge that Toyota faces moving forward is differentiation from other top brands, as consumers have reported that the apparent differences between automobile companies seem to be decreasing.

Toyota actively pursues a reputation as a company that cares about consumers and communities. The company aims to “enrich society” by creating jobs, pioneering cleaner, safer technology, and engaging in philanthropic efforts. Toyota strives to develop a reputation as a company that is constantly trying “to make the world a little better” through its automobiles, a concept that is demonstrated by Toyota’s dedication to developing eco-friendly hybrid models.

In recent years, Toyota’s interactive efforts with consumers have generated strong wordof-mouth support. Bringing Toyota to consumers in test-drive tours and other grassroots initiatives has given consumers a personal connection to the brand. As part of Toyota’s operating philosophy, the company actively seeks consumer input, and attempts to modify its products in response to perceived demands. Toyota’s commitment to building consumer relationships has led to satisfied owners, word-of-mouth support, and a significant recovery of the brand’s reputation in the marketplace.

situation analysis

brand analysis
14
Toyota has “been moving people forward for over 50 years,” as a well-established and highly respected brand in the global marketplace. Toyota has a large presence in the United States economy.

establishing thousands of jobs
contributing billions in direct investments and material purchases.

Fortune has repeatedly ranked the Toyota Motor Corporation as one of America’s Most Admired Companies alongside prominent brands such as General Electric and Starbucks

Toyota Motor Corporation has forged a brand identity rooted in...

Respect for Customers Wealth and good fortune

Quality Products

ituation analysis

brand analysis
15

The name “Toyota” is associated with wealth and good fortune in the Japanese language. The logo itself is embedded with the brand’s values: two ovals form a T, overlapping to symbolize the mutually beneficial relationship and trust between the customer and the company, and the T-shape is surrounded by a larger oval that represents Toyota’s vision of global expansion and unlimited potential.

situation analysis

the toyota way
16
The values of continuous improvement and respect for consumers are central components of Toyota’s managerial ideology. Developed in 2001, The Toyota Way is the company’s operating philosophy.

Be transparent in problem identification and management

1

Address root problems to allow for true growth

3

Mentor employees and foster team-building

2

Make judicious decisions & implement them rapidly

5

4

Strive for high quality and continual improvement

situation analysis

consumer analysis
17
age to view foreign cars favorably and to frequently travel with at least one other passenger. 40-44 year olds are the most likely age group to have recently purchased foreign, midsized SUVs.

Affluent Consumers in the age group of 35-44 are more likely than aver-

Of people who purchase Asian vehicles 37% have an annual Consumers who are currently married or live in houseHighlander. They are also more likely to own 2-3 SUVs per household.

household income of $75,000-$149,000.They are also more likely to purchase new cars every 2-3 years.

holds of 3-4 people are more likely to own and inclined to purchase a Toyota Consumers with college or graduate degrees and business or

managerial positions are more likely to own and prone to purchase a foreign mid-size SUV and a Highlander.

factors as relatively unimportant in their purchasing decisions.

Professionals in business and managerial fields are more likely to view green Consumers in the Western region and consumers who lead active
lifestyles are more likely to own and inclined to purchase Toyota Highlanders or other hybrid vehicles. -

Active consumers are also more likely to own multiple SUVs. Hybrid consumers are more likely t to value safety features, options, and
cutting-edge technology.

Current Highlander owners are 71% more likely to want their vehicle
to contain as many safety features as possible.

sider purchasing a new vehicle every 2-3 years.

People who already own hybrids are 58% more inclined to con-

situation analysis

primary research
18
From primary research in which we conducted a focus group of four adult fathers (members of our target market), we learned that consumers are largely aware of the Toyota recall incident, but that they still consider Toyota to be one of the most reputable foreign automobile companies.
Research Members: Dan Welytok, 49, Milwaukee WI, finance lawyer Steve Berman, 47, Washington DC, CEO Steve Waldman, 47, Milwaukee WI, Accountant Jim Welytok, 42, Milwaukee WI, Manager (Harley)

One participant, Steve Berman, said that "everyone makes mistakes, even big corporations. Its what they do to remedy the situation that matters” insisting that confidence in the Toyota brand has mostly recovered among people he knows.

From the focus group, we also learned that automobile purchasers tend to favor television ads over print or radio ads. “Cars are for motion, and television ads enable you envision yourself inside that moving car in a way that [print and radio] ads just can’t” (Waldman). Since all of the group members were in agreement on this issue, it was assurance that 5Pandas will need to dedicate a significant portion our financial and creative resources to televised advertisements.

primary research
19
Additional Insight:
What features are important when you are deciding whether to purchase a car (order in terms of importance)?
Ecofriendliness (2) Vehicle Price (3) Appearance (4) Interior Volume (3) Fuel Economy (3) Safety Features (3) Cargo Volume (2) Reliability (4)

How much does a car’s brand impact your buying decisions? 1 Very little-10 Very much
Waldman: 6 Berman: 8 Welytok, Dan: 9 Welytok, Jim: 7

How much of a difference do you perceive between top automobile brands (ex. Toyota, Honda, Hyundai, Ford) – 1(none) - 10 (a ton)
Waldman: 5 Berman:3 Welytok, Dan: 4 Welytok, Jim: 3

How favorably do you view Toyota vehicles? Extremely poorly - Extremely well
Waldman: 7 Berman: 6 Welytok, Jim: 8 Welytok, Dan: 6

What words would you associate with Toyota Vehicles? Check all that apply
Technologically Advanced (3) Environmentally Friendly (2) Luxury Vehicle (0) Popular (3) Dangerous (1) Adventurous (2) Versatile(3) Expensive (1) Affordable (2)

When deciding whether to purchase a car, does it matter to you what country it comes from?
Waldman: Yes Berman: Yes Welytok, Dan: No Welytok, Jim: No

Would you be willing to pay more to invest in a hybrid car? Yes/No/ Maybe
Waldman: Yes Berman: Yes Welytok, Dan: Maybe Welytok, Jim: No

media analysis
20
In the last quarter of 2009, Toyota spent roughly $1 billion on a marketing push for the Cash for Clunkers program. That marketing blitz was followed in 2010 by the recall of a large number of Toyota vehicles. The company planned to spend less on advertising in 2010, but had to match that marketing budget in the first quarter of 2010 in an attempt to maintain its image as one of the safest car brands, and overall trusted brands,
Toyota released a trio of ads taking responsibility for the recall, emphasizing fixing the problem and moving forward. In 2010, Toyota was the world’s largest automaker. Toyota’s sales rose 8%, while combined sales for U.S. automakers dropped 0.4%.

recall advertising

the nathan show

Toyota ended 2010 with an advertising campaign featuring a child meant to convince parents to buy a new Highlander. To go along with these television spots were YouTube videos featuring “The Nathan Show,” and the online game “Smash, Blast, Drop.”
In the first few months of 2011 Toyota saw more sales rises.

earthquake
In March of 2011, Japan was hit by a massive earthquake, and Toyota’s car production was shut down. In April, Toyota announced that its global car production would not return to normal until the end of the year, and in May Toyota’s U.S. sales dropped 33% due to vehicle shortages.

reinvented

In 2012, Toyota’s new “Reinvented” ad campaign appeared during the Superbowl. Toyota also integrated social media in a campaign asking fans to submit a video that could be featured in future advertising. Toyota has over 790,000 “Likes” on Facebook and over 79,000 fol-

situation analysis

creative analysis
21
‘#1 for a reason’ campaign In 2011 Toyota and Saatchi & Saatchi launched a video and print campaign emphasizing safety features, known as their “#1 for a reason campaign.”

One of the advertisements claims that “Toyota is driving the American dream,” while another asks “Why do so many car companies compare themselves to Toyota?”

The campaign, while not particularly creative, was an effective chance for Toyota to brag about being named the Top Safety Picks by the Insurance Institute of Highway Safety for 2011 for the Avalon, Venza, Highlander and Sienna and highlight the fact that 90 percent of Camrys sold over the past 15 years still on the road today. Obviously suggesting that the Toyota brand is safe as well as dependable in an attempt to bolster new sales.

situation analysis

creative analysis
22
Nathan James, ‘just because you’re a parent, doesn’t mean you have to be lame’ campaign

Actor Riley Thomas Stewart plays, Nathan James, an 8-year-old child with ‘uncool’ parents. The commercial was aimed at parents with seven to twelve-year-old children.

Toyota’s latest ad campaign for the newly renovated Toyota Highlander Hybrid hinges on the slogan, “Just because

Print ads
TIME People Family Circle Men’s Health Real Simple Parade Sports Illustrated More Cooking Light O Magazine

release statement from Tim Morrison, corporate manager of marketing communications for Toyota Motor Sales,

you’re a parent doesn’t mean you have to be lame.” According to a press

“it’s a vehicle that resonates with parents while still earning a stamp of approval from kids.”

Television Ads
Modern Family The Good Wife The Big Bang Theory Sunday/Monday Night Football

Riley Thomas Stewart as Nathan James would more or less become the spokesperson and face of the campaign and a youtube channel in which Nathan gave advice to families on how to be ‘less dorky’ and embarassing.

situation analysis

creative analysis
23
Reactions to ‘Nathan James’

“Is Toyota Lame for Calling Parents lame?”

“...basically saying he hates his parents for being poor.”
Reactions to Toyota’s ‘Nathan James’ ad series

The commercial did not fare well, as is evident from its absence from the Saatchi & Saatchi’s webpage, and Toyota has since taken down the Youtube channel. Many were turned off by the child’s ego and the way he seemed to control buying decisions in the family.

The Siennas:
A similar campaign had previously been used for the Toyota ‘Sienna’ with some success, however the children expressed no reaction to the nerdy parents who seemed at ease with their newfound ‘dorkiness.’ In the commercial uncool parents from the “Sienna Family” were depicted with their children in an advertisement known as the “Swagger Wagon.” The concept was to create a rap music video in which the nerdy parents think they’re cool because they have a cool car. The general concept is encompassed in the lyric, " I used to party as a college chick now Im cruising to their play-dates looking all sick."

ituation analysis

creative analysis
24
Moving Forward

Demographics

The demographics we are seeking to pursue are very similar to those previously sought after, but our approach will differ from past campaigns. We will still focusing on the idea of status, but instead of portraying the parents as dorky will actually make them cool parents who are comfortable in their roles, hold the same values they did as when they were young and have found a car which suits their needs as parents as well as individuals. The biggest change which must be made in this campaign is to incorporate some element which notes the fact that the Highlander Hybrid is in fact a hybrid vehicle.

Emphasis

The Toyota Prius has become a household name in the hybrid industry and by building on this success 5Pandas will transfer some of this prestige to the Highlander Hybrid.

situation analysis

stakeholder analysis
25
company

Toyota is recovering from the wake of vehicle recalls in 2009 and 2010. The company is working to regain public trust of their vehicles. However, Toyota has a long history of strong customer interaction which has lead to a high rate of owner satisfaction and long standing brand loyal customers. in America.

shareholders/investors

In 2009 Toyota stock prices collapsed amidst the vehicle recalls and were cut almost in half from around $103/share to $58/share , which resulted in a $30 billion drop in company stock value. Since then, the stocks have been steadily increasing around $5/share per year. Investors are hopeful that the stocks will return to pre-recall times.

employees
Toyota has around 300,000 employees worldwide and has plans to create jobs by increasing production at multiple plants worldwide, including in Mississippi and Indonesia. Meanwhile, Toyota employees have protested against low pay by striking at production plants in France, Australia, and Venezuela .

government

Multiple US government agencies were involved with the investigation of Toyota and their vehicle defects in 2010. Toyota was fined over $16 million for not reporting known problems to the National Highway Transportation Safety Administration (NHTSA). From 2005-2009 a federal tax credit up to $3, 400 was offered to consumers who bought a new hybrid vehicle. This was meant to stimulate growth in the emerging green vehicle market.

consumers

Customers are concerned about the possibility of future recalls and they have voiced their concerns on Toyota’s Facebook and Twitter accounts. Consumers feel like they are being blamed for vehicle defects. This concern is matched with consumers who pledge their loyalty to the brand. Consumer Reports 2012 Top Picks awarded half of the awards to Toyota.

situation analysis

SWOT
26
Strengths, Weaknesses, Opportunities & Threats for Toyota brand.

Strengths

S WO T
Weaknesses Opportunites
Consumers are concerned about the safety of Toyota vehicles Continue to invest in innovation to set Toyota apart from other brands Ensuring greater defect/malfunction prevention in order to show consumers a commitment to vehicle safety Continuing to employ methods that have been successful in the past - especially hands-on tours that engage consumers (test drives, grass tiation - consumers increasingly report recognizing “few between the top brands.” Toyota struggles

Threats

Toyota is viewed as “fresh,” leading the industry in innovative, green technology

Rapidly decreasing in the automobile industry Fierce competitors are quick to replicate Toyota’s new technologies

Toyota has a large recall crisis in 2009 presence in the US economy, establishing and received a lot of jobs, directly invest- negative press; public ing and purchasing opinion of the brand is steadily recovering U.S. materials. Toyota is resilient responded to challenges by maintaining a focus on consumers and continuing to produce quality vehicles

Consumer prefering towards smaller/domestic cars

Toyota’s lines continue to incorporate longevity - it is welllarge cars such as established, and has SUVs and trucks, “been moving people while consumer forward for over 50 preferences may be years.” smaller cars

Toyota brand from competitors by focusing on the novel models

Still recovering from plummet in recall crisis

SWOT
27
Strengths, Weaknesses, Opportunities & Threats for 2012 Highlander Hybrid

Strengths

S WO T
Weaknesses Opportunites
It is expensive to purchase - de nitely an investment Emphasizing value or “treating yourself ” over price It is not durable enough for o roading & it is not exciting “hardly gets the blood owing” While the Highlander prides itself in decreasing owner costs, studies have shown that it is actually less cost-e ective than gas-using cars In this economy, consumers prize low operating costs, which hybrids claim to provide Emphasizing some of the things consumers like: smooth, quiet engine, luxury features, gas mileage, easy, sturdy handling

Threats

Extremely high owner satisfaction top rankings in Consumer Ownership Survey e test drive sells buyers - “it makes you want to get in and cruise” e Highlander is generally perceived as a good value Best Value of the Year Ranking 2006, also 10 Top Picks of 2006

Fierce competition cheaper hybrids by other companies

Consumer preferences shi ing toward smaller cars over SUVs

Even if it does have lower operating costs, in this economic downturn, consumers may not want to pay the high initial purchase price Gas prices are lower due to economic downturn; fuel-e ciency becomes less important to consumers

Consumers feel they are “treating themselves” to its luxury and the price is worth it because “you only live once”

It is a large car consumer preferences are shi ing towards smaller cars

Emphasize value and the idea that “you only live once”

key issues and implications
28
While the U.S. automobile industry has struggled in recent years due to the economic downturn, consumer interest in green technology and hybrid vehicles is on the rise. Toyota has positioned itself as the industry leader in eco-friendly innovations, and it should capitalize on this brand association in order to appeal to environmentally-conscious consumers.

In marketing the Highlander, Toyota should build off of lessons learned from the success of the already-stablished Prius. By emphasizing the Highlander as a “sibling” of the Prius, Toyota can capitalize on the Prius’s stance as the top-selling hybrid vehicle of all time. Since consumers who are likely to purchase Toyota Highlanders are more likely The Highlander should to be affluent, the value of the vehicle and the rates of owner satisfaction should be emphasi- be marketed as: • dependable zed over the purchase price. • reliable In an economy where consumers are also con- • good for your future erned about rising gas prices and global warm- • good for the planet ing, fuel efficiency should also be emphasized.

Toyota’s main issue at this point is brand differentiation. Consumer confidence in the brand has largely recovered from the 2009 recall incident, but Toyota struggles to truly set itself apart from other top automobile manufacturers. In a day and age where consumers are increasingly busy, Toyota needs to explicitly emphasize its unique strengths in order to stand out from its competitors.

In order to capitalize on strengths and set itself apart in the marketplace Toyota’s should focus on its position as a leader in: • green innovation • the customer-based service, ‘The Toyota Way.’ • outstanding rates of owner satisfaction, • original comfort/safety features

ituation analysis

campaign strategy

business objectives
30
The Toyota Highlander is a high-quality, practical luxury hybrid-SUV, but it’s sales are currently not up to par with competing vehicles.
Consumers view the differences between the top models as everdiminishing, and our challenge is to emphasize that there is no similar, cheaper substitute to the Highlander that provides the same high quality and overall value.

{ }
Therefore, our ultimate business objectives will be

1.)

Raise awareness about the Highlander hybrid-SUV’s unique value. Regain consumer confidence in the Toyota brand after the 2009 recall incident.

2.)

3.)

Increase Highlander sales by at least 100% in the next year.

campaign strategy

target markets
31
Primary Market

Simmons research showed that families are the most likely consumers to acquire SUV’s, and that consumers with college educations (or above) are the most likely to seek environmentally-friendly and/or high quality vehicles. We found that larger families tend to be concentrated in the Western U.S and that they tend to be younger, have more children, and have a “keen sense of adventure.”

Secondary Market
We also found that smaller, more mature families with eco-friendly habits tend to live in the Northeast and consider themselves work-centered multi-taskers.

We will emphasize that the Highlander is an excellent family vehicle, differentiating our campaign tactics to appeal to our two separate target groups:

campaign strategy

primary target
32
Primary Target – Active, growing families, Western region, parents age 34-39, college graduates, business/ managerial occupations, 5+ person household, adventure seeking and outdoorsy, family-centered.

Kevin (36) and Nina Penkala (34) live on the outskirts of Los Angeles near Kevin’s extended family. Amelia and Kevin met in college, where they both played on intramural sports teams. Today, Amelia owns on online travel-booking business, and Kevin is the owner of a popular sports store in L.A.. Kevin and Amelia’s flexible schedules enable them to spend ample time with their three kids – Zachary (3), Jacob (6) and Ellie (8). Kevin and Amelia consider themselves to be very family oriented and adventurous, and they enjoy skiing in the winter and biking in the summer. They are looking for an SUV that can accommodate their active lifestyle, and would like something safe, spacious, and eco-friendly.

campaign strategy

secondary market
33
Michael (41) and Jane Anderson (39) live in the suburbs of Philadelphia, Pennsylvania and have two children, Ross (12) and Kate (14). Jane and Michael met in graduate school, where they were both involved in student government and environmental activism clubs.

Michael is now a branch manager at a large utilities company, and Jane works as an accountant. Worried about rising gas prices and the deteriorating natural landscape of their city, they make an effort to recycle and carpool to work as much as possible. Jane and Michael also have individual hobbies – Michael plays on his company’s softball team, and Jane is on the local school board. Both Jane and Michael aim to find a balance between working hard and spending quality time with their kids, who have matured and developed their own agendas for their free-time. Ross plays soccer and the guitar, and Kate is just starting high school and is involved with the dance team and the choir. A busy family, the Andersons aim to keep up with each other and spend quality time together.

Affluent Urban Professionals

Age 40-44

Graduate Degrees

Kids, age: 12-17

Parents

EcoConscious
Northeast

Financial/Business Occupations

Work-Centered

ampaign strategy

unique selling proposition

While many consumers are aware of the benefits of a hybrid or an SUV, there is a tendency to view those model types as mutually exclusive.
With the Toyota Highlander, this is not the case.

Truly Hybrid
The Toyota Highlander’s unique selling proposition is that it combines the size and luxury of an SUV with the green technology to make it a hybrid. Consumers looking to be eco-friendly no longer have to compromise on size, and consumers who need larger vehicles no longer have to compromise on environmental-friendliness.

The Toyota Highlander is a unique model because it offers the best of both worlds– a true hybrid

A Refusal to Compromise

Compared to other hybrid SUV’s, the Toyota Highlander’s advantage is its overall value. In attempting to create a vehicle that included the many features modern consumers seek in a car, Toyota did not compromise in any area: the Highlander combines size, green technology, luxury, and safety features, not sacrificing on quality in any of these areas. The Highlander is a well-rounded vehicle that owners are passionate about, and consumers looking for excellent quality do not have to “settle for less” on any aspect.

The Toyota Highlander not only does it all; it does it well.

campaign strategy

34

unique selling proposition

differentiation
In order to differentiate the Highlander from competing vehicles, we will emphasize that it is the best “practical luxury” vehicle in its price range. The Highlander is different than other affordable, mid-sized, hybrid SUV’s because it stands out as far higher quality. Owners rave about its smooth drive, quiet engine, spacious feel, and sleek appearance. On the other hand, there is a significant price jump between the Highlander and luxury hybrid SUVs. Aside from its quality and value, we can differentiate the Highlander as the ideal family vehicle: well-rounded and versatile, the Highlander provides an array of high-quality features and is truly equipped with something for everybody. Placing an emphasis on the Highlander’s safety features will also help differentiate it from competitors while simultaneously rebuilding consumer confidence in Toyota’s commitment to safety.

positioning
Our product is currently positioned as one of the lower-selling SUV hybrids on the market, trailing far behind the (leading) Ford Escape. We want to elevate our sales by at least 100% in the next year, with the ultimate goal of closing in on the Ford Escape to become one of the topselling, mid-sized SUV hybrids on the market. To obtain this position, we will link the Highlander to the popular Toyota Prius. By emphasizing that the Prius and the Highlander utilize the same green technology, we will capitalize on the Prius’ popularity in an effort to elevate Highlander sales to the level of the Prius. Ultimately, our desired position is that of the best overall value of the midsized, SUV hybrids available to consumers today.

campaign strategy

35

unique selling proposition

Seasonality
In our campaign for the Toyota Highlander, we plan to use an array of promotional tools including television, social media, print ads, special events and sponsorships. Simmons data indicated that large families (especially those in the Western region) lead active lifestyles and are likely to support brands that sponsor sports teams or events.

January to March
We plan to launch most of our televised media around the time of the Superbowl (January/February), and continue our campaign throughout basketball’s March Madness. We will also tie the Highlander to other active/sporting events throughout this time. Launching our campaign at the start of the year will also ensure that consumers have the Highlander in mind when they receive their tax returns.

Late Summer

When the weather becomes warmer in late Summer, we will proceed to launch some of our promotional events which will take place outdoors, such as our special scavenger hunt.

Fall

We will continue our campaign from the Fall through the holiday season when people are looking to purchase holiday gifts.

Overall

Although our campaign will take place for an entire year, the bulk of our resources will be allocated towards the beginning of the year (Januaryend of March) and the end of the year (September-December).

campaign strategy

36

unique selling proposition

the big idea

Our creative concept will attempt to take our disparate groups and unite them under the common theme of a ‘hybrid life.’ The idea behind this is that our hybrid compromises nothing and can be adapt to suit whatever lifestyle you live. Whether you’re packing the kids into the car for soccer practice, or filling it with skis and hitting the slopes with your hubby, the Toyota Highlander hybrid provides quality for an affordable price and luxury that is practical.

more than just a hybrid
The Toyota Highlander is a ‘hybrid’ vehicle for more reasons than just its use of green technology. It has the ability to merge all of the aspects of “your hybrid life,” making it the right choice for you as a professional, a parent, an environmentally-conscious citizen, and everything in between. At 5Pandas, we understand that the no consumer is one-dimensional. The Highlander’s ‘hybrid’ nature allows owners to experience everything they desire in a vehicle without having to sacrifice on other important features. While consumers may be parents now, that doesn’t mean that they’ve lost sight of their individual dreams and goals.

a perfect fit
Our campaign will show them that the Toyota Highlander Hybrid fits right into how they always envisioned their lives, and it is versatile to accommodate their ever-changing needs and preferences. It will take our parents from stopping wailing, to stopping whaling; from rocking out, to rocking the PTA, and it will do it all in a smooth, seamless transition. With the Toyota Highlander, the possibilities are endless.

campaign strategy

37

campaign strategy/branding

Our urban professionals (smaller, more mature, Northeastern families) reported that they are...

• work-centered • busy • concerned about car pollution in urban areas.

• exercise • sports • ethical companies

Our growing families (larger, younger, Western) indicated strong interests in:

Both groups expressed a desire for safety features and options. The values that we will tie to our brand in order to accommodate our consumers’ lifestyles include:

• • • •

reliability • eco-friendliness practicality • versatility luxury • simplicity safety

{

Highlander consumers are parents looking to find the balance where family meets professionalism. The Highlander Hybrid is a model that can function interchangeably between the two.

}

campaign strategy

38

In order to make the Highlander resonate with our target markets, we will emphasize values that are important to them, drawing on statements that they have made about their lifestyles

campaign strategy/branding

Our product will be branded as a practical luxury vehicle for families with active lifestyles. Whether it be a small, mature, Northeastern family, or a larger, younger, Western family, the versatile Highlander has an array of features that can satisfy a wide range of needs. The size of the vehicle enables it to fit an entire family comfortably, and the safety features ensure that the family is secure. The eco-friendly features cater to families who are environmentally conscious and/or enjoy spending time outdoors, and the Highlander’s sleek appearance and luxurious feel make it suitable for anything from short commutes to long excursions.

Truly made to suit Your Hybrid Life the Highlander is a versatile vehicle that can satisfy the diverse needs of the modern family.

campaign strategy

39

creative plan

The world is a busy place filled with busy people. These people have diverse needs. Luckily, we’ve got the car to cover you.

It’s luxury meets utility. It’s speed and eco-friendliness. It’s a hybrid, and it’s perfect for your hybrid life.

reative plan

41

Hybrid life

Print ad

Your Family's getting bigger. The New 2012 Highlander Hybrid So Is Ours. For Your Hybrid Life.

reative plan

42

The online banner advertisements for the 2012 Toyota Highlander Hybrid are interactive ads. When the user scrolls their mouse near the animation activates and the car drives down the road, driving off into the horizon. Once the car reaches the position indicated in the second image the text will change. At the end of the road the car will drive off and resurface from off-screen back into its original position.

The message in the 2nd bubble will continue to change if users move their mouse onto it again. “No seriously,” followed by “we’re not quitting,” “you thought we’ were joking?” “We’re seriusly dedicated to you” “All right we give up,” “Just kidding,” and other similar messages will cycle through.

reative plan

43

Banner Advertisements

1 Scene opens with a high-speed car chase, front car is the 2012 Toyota Highlander Hybrid NATSOT: explosions, car noises

5

VO: not to mention the self charging motor... Other cars fade away, sputtering for gas

2 Man moves around dodging VO: With Roomy interior space...

6

VO: ...the 2012 Toyota Highlander Hybrid has the power to suit..

7 3 NATSOT: Engine revving VO: ...high horsepower,

VO: ...just about any need. NATSOT: school bell rings Kids come running up to car

4 Car goes spinning through the air, lands and zooms away VO: ...and a high safety rating

8

Kids throw books and sports gear in the trunk of the car SOT: Toyota Highlander Hybrid, for my hybrid life

reative plan

46

TV Advertisement

1 Man stands in driveway, lighthearted acoustic music plays in background

4

SOT: ...I’m rugged Jeep appears with mountain bikes on top, man now wears BMX style helmet

2 SOT: I’m a family man. Mini-van, children and wife appear in background, #1 Dad shirt appears on his body

5

SOT: ...I like to go fast Motorcycle appears in background, leather gloves and jacket appear on man. More vehicles and excess clothing build up at an accelerating rate as more of the man’s personality traits are spoken. Man grows more and more uncomfortable.

3 SOT: I work hard. Convertible appears in the background alongisde mini van, children, and wife. Man now wears a suit coat over #1 dad shirt. Family begins to look concerned.

6

VO: I’m a hybrid. All the excess clothing and vehicles dissapears. Only Toyota Highlander Hybrid remains, kids and wife get into car. Man expresses relief with a sigh/smile.

reative plan

47

TV Advertisement

1 NATSOT: small crowd making excited noises

4 SOT: and that’s why I...

2 SOT: Singing song about how they embody the hybrid spirit. VO: When we told people about our new ‘I’m a hybrid’ website... well, they got...

5 SOT ...am a hybrid

www.myhybridlife.com #imahybrid
3 6 NATSOT: Wind Whipping, man screaming. SOT: I’m a hybrid! VO: ...pretty excited

VO: Tells us about your hybrid life at www.myhybridlife.com for a chance to win a Toyota Highlander Hybrid. The perfect fit for your hybrid life.

reative plan

48

TV Advertisement

I'm an ad. I'm a work of art. I'm a hybrid.

2012 Toyota Highlander Hybrid. For your Hybrid life.

Toyota will team up with local artists in order to prodouce visually appealing hybrid art advertisements. This will help to rejuvenate the brand, appeal to our younger age group as well as make Toyota seem more like a local and trusted brand.

reative plan

49

Billboard

Deep gravelly voice singing SOT: Why do you build me up, build me up buttercup baby... (The Foundations, Build Me Up Buttercup) Old woman’s voice: SOT: ...Bawitdaba, da bang, da dang diggy diggy diggy, said the boogie, said up jump the boogie. (Kid Rock’s, Bawitdaba) Male Opera Voice: Day and Night, I toss and turn, I keep stressing my mind (Kid Cudi’s, Day N’ Nite) Teenage Male Voice: Don’t worry I’ll find, someone like you (Adele’s, Someone Like You) Small Young Girl’s Voice Cause I feel like I’m running And I’m feeling like I gotta get away, get away, get away. Better know that I don’t and I won’t ever, see they don’t really wanna pop me just know that you will never stop me (Busta Rhymes, Look at me Now) NATSOT: record scratching VO: There’s a little bit of everything out there, see it all with the 2012 Highlander Hybrid, for your hybrid life.

reative plan

50

Radio Advertisement

public relations

media relations strategy

52
‘For Your Hybrid Life’ highlights how the 2012 Toyota Highlander Hybrid represents the active, diverse lifestyles of the modern family. The public relations campaign will focus on how the 2012 Highlander Hybrid is an important part of the family dynamic. Our public relations campaign will focus on different aspects of family life.

Media Relations Strategy
All public relations events and promotions will be publicized through traditional media contacts as well as non-traditional contacts.

Traditional Contacts

Non-Traditional Contacts
• • • • • • • • The Huffington Post Influential bloggers Car review sites Social media Twitter YouTube Reddit Pintrest

• • • • • • •

New York Times Washington Post Wall Street Journal Los Angeles Times USA Today The Oregonian Boston Globe

public relations

For Your Hybrid Life

media vehicle distribution
dollar amounts are measured per city

53
*for national run & redemption media tour $10,000 *per city free standing inserts $275,000

buzz marketing $2,000,000

media relations $50,000

*per event

*per kit press kit $30,000 radio $5,000 *per city Mass opinion will be tracked by monitoring press coverage, spokesperson quotes, and the amount of conversation that is being generated online. This will be outsourced to a media monitoring company BurrellesLuce.

public relations

events and promotions

54
Tournament Sponsorships
In order to focus on the active lifestyle of the 2012 Highlander Hybrid consumer , Toyota will place itself in the center of activates that families enjoy spending time doing together. Child focused tournament events like little league, soccer, and summer sports recreation is friendly competition that teaches children valuable lessons of dedication, responsibility and teamwork. Toyota will promote these ideals through the sponsorship of child focused tournament events.

Getting the Whole Family Involved
Competitive sports are not just for the kids. Adult focused tournament events like softball, pool, and beach volleyball show parents engaging in family friendly activities. By sponsoring these events, Toyota will reach a large audience dedicated and passionate about the results. The 2012 Highlander Hybrid logo will be displayed on all informative material for the tournaments including calendars showing team schedules, banners that are displayed at the games, and the awards for end of the season winners.

Sporting Events
Families spend hours together discussing and watching national sporting events like the Superbowl, Daytona500, and March Madness. It is a national pastime that can be enjoyed by everyone in the family. Toyota will sponsor national sporting events to reach a large audience and promote a fun activity that the whole family can be involved in.

public relations

bloggers

55
Many people trust and rely on the informative opinions of bloggers. This form of grassroots media is meant to give an authentic analysis from the perspective of a real world person. People like blogs because they feel like they are conversing with their neighbor and getting both sides of the story, not being fed one sided information that only puts the best foot forward.

Toyota will get bloggers talking about the 2012 Highlander Hybrid by letting them experience it for themselves. Five influential bloggers will get a free one month lease to test the vehicle out and blog about their experience.

This will generate coverage by people that are already trusted for their opinion.

public relations

toyota dealerships

56
Test Drives
Toyota dealerships are one of the most important places consumers go when deciding on a vehicle purchase. This point of contact lets people see for themselves how their new vehicle will be suitable for their needs. The next step is getting the consumer to get inside the vehicle and go for a test drive. Once someone gets behind the wheel of a Toyota vehicle they are able to experience for themselves the luxurious features and picture themselves driving home in their new vehicle.

Incentives
Toyota will promote test driving the 2012 Highlander Hybrid by creating amazing incentives for people to go to the dealerships and to bring their family and friends to do test drives as well. All of the people who test drive a 2012 Highlander Hybrid will have the opportunity to enter their name into a drawing for a chance to win a $500 gas gift card. In addition, the dealership with the highest number of test drives will have a second drawing for the people who participated. They will have the chance to win a free one year lease of a 2012 Highlander Hybrid.

The Result
This will stimulate consumer interest by first giving incentive for the individual to participate and win the gas card and second, for them to get their friends and family to test drive at the same dealership so they can have a change at the year lease.

public relations

toyota dealerships

57

public relations

social media

58
Social media is at the center of many people’s lives. This is how they connect with their networks and how they promote themselves to the world. Just like the 2012 Highlander Hybrid has many sides, from luxury and eco-consciousness, so do people and social media is how they express this.

Our Campaign
5Pandas will create a social media campaign showing the many sides of the 2012 Highlander Hybrid. In response, people will be asked to share interesting aspects of their life that reflect the same idea of their hybrid life. Within the campaign there will be a social media contest where people submit entries depicting their dualistic lifestyles in any creative format from videos on YouTube to Facebook updates and Twitter posts. The winner will be treated to an all expenses paid trip to the Superbowl. This campaign ties the consumer to the 2012 Highlander Hybrid on a personal level by having them relate aspects of their life to the idea of Hybrid technology.

public relations

Highlander Hybrid Games

59
Toyota will partner with the mobile scavenger hunt app company SCVNGR to faciliate the interactive scavenger hunt in ten select cities focused on building brand recognition for the 2012 Highlander Hybrid. SCVNGR is an established social location-based gaming company that has over 1 million users. Partnering with SCVNGR will provide a large network to begin promoting to and will save the costs of developing an independent app.

The app is focused around three main sections

Places Challenges Rewards

The app will be used to keep track of point totals throughout the scavenger hunt, as well as providing prompts, clues, and directions.

public relations

Highlander Hybrid Games

60
The partnership will take place over two months and lead up to a final day-long scavenger hunt event, The Toyota Highlander Hybrid Games. Prior to the day of the event users will be able to earn limited points all throughout the city and by completing challenges on their phones. On the event day users will need to follow a specific map to earn triple the normal points and participate in the Toyota Highlander Hybrid Games. Points can be earned towards your Highlander Hybrid Games score before the day in a variety of ways including: Trivia Questions Mini-Games Brief Surveys All points will go to deciding the Final winner of app is focused Thethe Toyota Highlander Hybrid Games, and a 1/4 three main aroundof all the points earned at the event will alsosections go towards your regular SCVNGR points Tweeting #Highlanderhybridgames

The Toyota brand will be integrated into each step of this process through logo placement and content integration. Information and statistics about the 2012 Highlander Hybrid will be represented in each location and users may have to solve a puzzle a riddle or participate in physical challenges.

Upon completion of the Toyota Highlander Hybrid Games participants must check in at the Toyota dealership, where Toyota will provide refreshments as well as representatives ready to announce winners, talk about the Toyota Highlander Hybrid and take participants for test drives.

media plan

budget distribution. by month

62

media plan

Because our primary and secondary targets are educated, working individuals, we will advertise around the normal workday. Radio advertising will occur during the morning and evening drives, and televising advertising will be on at primetime and during popular late night shows.

The campaign will pulse, with more of the advertising budget being put into February, March, April, May and September. It will kick off with two Super Bowl commercials in February and continue strong through March, April and May. The Super Bowl was chosen as the campaign kick-off event in order to reach the broadest audience possible and build awareness of the new campaign message. The timing of the Super Bowl is also an opportune starting date because it allows for three months of advertising before customers receive their tax returns. Campaign spending will decrease in June, July and August maintaining only radio and online advertising. In September television advertising will begin again for promotion of the scavenger hunt public relations event occurring at the end of the month.

budget distribution. by media
63

internet
Sponsored Sites • The Economist • Glamour • Men’s Health Keywords • Google • Yahoo

national television
• ESPN • CNBC • Discovery Channel • Disney Channel

national print media
Magazines • The Economist • Glamour • Men’s Health Newspaper • The New York Times • Wall Street Journal

media plan

flow chart

64

edia plan

media planning

65

edia plan

• • • • • • • • • • • • • • • • • • •

Mintel. (2012). “Light Vehicles Industry”, Freedonia, 2010. Retrieved from Mintel Market Research Reports database. Mintel. (2012). “Car Manufacturing in the United States”, Data Monitor, 2010. Retrieved from Mintel Market Research Reports database. Mintel. (2012). “Historical Hybrid Sales Figures”, Alternative Fuels and Advanced Vehicle Data Center,2011. Retrieved from Mintel Market Research Reports database. Mintel. (2012). “Top 20 Best-Selling SUVs In America 2011”, Manufacturers & ANDC, 2012. Retrieved from Mintel Market Research Reports database. Simmons Market Research Bureau. (2007). [Computer software]. New York: Simmons Market Research Bureau. Recall Study Finds Flaws at Toyota The New York Times, May 24, 2011 Tuesday, Section B; Column 0; Business/Financial Desk; Pg. 1, By NICK BUNKLEY Local gas prices continue a gradual upward trend Picayune Item (Mississippi), February 3, 2012 Friday, STATE AND REGIONAL NEWS, David A. Farrell, Picayune Item, Miss. 2012 Green Living Show Breaks Attendance Record - Proof That Demand For a Green Economy Is Growing 3BL Blogs, April 19, 2012 Thursday 9:30 PM EST, Toyota Investor Guide. http://www.investorguide.com/stock.php?ticker=TM BRIEF: LEAD: Japanese stocks mixed after modest overseas gains Eds: Adds closing figures DPA (Berlin), March 26, 2012 Monday, BUSINESS AND FINANCIAL NEWS, Takehiko Kambayashi, Berlin “Toyota In The World 2010” (PDF). Retrieved October 11, 2011. Toyota faces legal challenge on cuts; Union says company targeted its officials in sackings The Age (Melbourne, Australia), April 25, 2012 Wednesday, NEWS; Pg. 7, CLAY LUCAS WORKPLACE EDITOR Going green can help you save green The Anniston Star (Alabama), December 20, 2010 Monday, STATE AND REGIONAL NEWS, John Fleming, The Anniston Star, Ala. “ Toyota plans more grass-roots marketing” Rechtin, Mark. Automotive News, http://search. proquest.com.ezproxy.library.wisc.edu/assets/r7.0.5-4/core/spacer.gif82.6277 “Hybrids Come out on Top in IntelliChoice.com’s 2006 “Best Overall Value of the Year” Awards; Ford Escape Hybrid and Toyota Highlander Hybrid Join Toyota Prius at Top of Automotive Value Chain Honda Odyssey Sweeps Minivan Category,” Business Wire, 2/8/2006.

•

“Toyota Brings ‘Highway to the Future: Mobile Hybrid Experience’ to Hybridfest 2008: Toyota’s Mobile Experience Offers A Look Inside Hybrid Synergy Drive” Anonymous. PR Newswire [New York] 10 July “Toyota Hopes for 2010 Recovery.” Schweinsberg, Christie. Ward’s AutoWorld. December, 2009. “The dollars & sense of hybrids” Anonymous. Consumer Reports. April, 2006. (Apr 2006): 1819,21-22.

• •

works cited

Mintel. (2012). “Hybrid-Electric Vehicles Industry”, Freedonia,2010. Retrieved from Mintel Market Research Reports database.