Marketing Plan Prius Final 5k3q3r

OVERVIEW

1.1 Executive Summary Toyota Motor Corporation was found by Kiichiro Toyoda in 1935. The first car that was created is the A1 prototype enger car in 1935. In 1937, Toyota Motor Co., Ltd. was established in Japan. In 1957, Toyota arrived and established in United States. By July 1967, Toyota has become the third-best-selling import brand in the United States. In 1971, PT. Toyota-Astra Motor (TAM) was initiated as importer and distributor for Toyota vehicle in Indonesia. In December 1997, Toyota Motor Corporation (Toyota) of Japan launched its hybrid vehicle Prius in the Japanese market. Prius has the best fuel consumption system in the world. It also has a great aerodynamic for a group of engers, all combined to get an optimum fuel efficiency. Toyota Prius has penetrated to Indonesian market in 2009 and became the first hybrid car to be sold publicly in Indonesia. It is a challenge for Toyota in facing the Indonesian market since the sales in 2009 not as good as in another country. However, Prius is still striving to overcome the market by introducing the 3rd generation in the year 2010. Toyota Prius Hybird itself has specific segmentation due they have special technology that was designed with high level commitment to creating environmentally responsible vehicles. The best integrated marketing communication strategy must be conduct in increasing brand awarness and grab the positioning in target marketwhich will be align to boost the sales.

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1.2 Table of Content

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1.3 Introduction Moving Forward is about listening other people’s needs and our planet needs. Moving Forward is about deg environmentally friendly vehicle in the future. The company goal is to increase the quality of life. Therefore, Moving Forward is continuity improvement. Toyota believe there is no things such as perfection, there is only better.. Recognizing consumer demand for better fuel economy and reduced emmisions, Toyota introduced the Prius hybrid gas-electric vehicle in December 1997 as the world’s first mass-produced hybrid vehicle available to the public. Toyota Hybrid System is a development from Toyota as an image on how to increase the quality of life and give contribution to society. It used the Toyota Hybrid System (THS), which combined an internal combustion engine fueled by gasoline with an electric motor. Toyota Hybrid System is focused to reduce pollution and guard the precious resources and at the same time can give fun and pleasant driving experience. Hybrid System was designed to reduce fuel consumption and low exhaust emissions which are environmentally friendly. Although fuel consumption efficiency becomes the main focus, power and appearance still become the priority. That is what has become the advantage of Toyota Hybrid System. First launched in Indonesia in 2009, Toyota Prius Hybrid wasn’t accepted well in the market in the first year. However, Prius is still striving to overcome the market by introducing the 3rd generation in the year 2010. A good and correct marketing strategy is really necessary in not only boosting sale but also delivering the noble idea to save the Earth. Some Indonesian people are already adapting the green

3

living lifestyle, despite the country is yet to be eco-friendly. Therefore, good strategies are needed to popularize green-living as the modern lifestyle.

1.4 About Toyota Prius Hybrid

In December 1997, Toyota Motor Corporation (Toyota) of Japan launched its hybrid vehicle Prius in the Japanese market. 3 years later,

the Prius was introduced in United States and successfully

managed to sell 15.000 units in the first year. Prius was offered initially with a single-spec trim level that included air conditioning, power door locks and windows, ABS and other amenities. It featured the Toyota Hybrid System powered by an all-aluminum, 1.5-liter VVT gasoline engine with 70 horsepower at 4,500 rpm and a 25-kilowatt battery pack producing 34 horsepower. Prius has the best fuel consumption system in the world. It also has a great aerodynamic for a group of engers, all combined to get an optimum fuel efficiency. The hybrid system makes the use of electric motor and internal combustion engine possible to get maximum benefit. It ensures that the car works at an optimum fuel-efficient level. When it starts to move and at low speed, Toyota Hybrid only uses the electric motor since at this speed, the engine cannot work efficiently.

4

Toyota Hybrid system

Electric Motor + Internal Combustion Engine = Optimum Fuel Efficiency

When it reaches certain speed, the engine will start working efficiently while the power generator will recharge the battery. When the car is stopping or slowing down, Toyota Hybrid system switches the

car’s kinetic energy into power to recharge the

battery.

Up to now, Prius has been launched for their third generation. The first-generation Prius was a certified Super Ultra Low Emissions Vehicle with an EPA estimated fuel economy rating of 52 miles per gallon city and 45 highways. Its technical advances and low emissions led to a variety of awards throughout 2001 from environmental groups like Sierra Club and engineering groups like

5

the Society of Automotive Engineers. It also caught the interest of many environmentally conscious celebrities and public figures. The second-generation Prius featured the Hybrid Synergy Drive power train and grew to a mid-size sedan for 2004. It debuted at the 2003 New York International Auto Show. Demand for the secondgeneration Prius was so high Toyota increased production several times while customers were put on waiting lists at dealerships. The second-generation

Prius

won

widespread

acclaim

for

value,

environmental responsibility, engineering, and design. The third generation Prius is bigger and more powerful. The engine grew from 1.5 liters to 1.8 liters—giving a boost in horsepower from 110 to 134, and thereby reducing zero-to-60 time by a full second. In addition, the body is about four inches longer and about an inch wider. Despite the added power and size, the 2010 Toyota Prius becomes the only vehicle available today to offer 50 miles per gallon in combined city/highway driving. Toyota achieved this level of fuel efficiency by keeping the vehicle’s weight down, maintaining the best aerodynamics of any production vehicle in the world, and re-engineering the powertrain to extend the range of all-electric gas-free driving. Toyota added a slightly sportier feel and more aggressive stance to the 2010 Prius—perhaps to disarm criticism that the Prius looks like a corrective appliance on wheels. The logo shifts from the hood to the top of the point of the grille. The crease in the doors has shifted lower, but a more pronounced angle is added above the door handles. The overall effect is to make the 2010 Prius stand taller— not as rounded and squat—as its predecessor.The distinct spaceage shape of the Prius is still apparent: a deliberate effort by Toyota to maintain the Prius’s essential and iconic appearance. Its large, diamond-cut headlamps and snub-nose front-end are the starting point for the Prius’s quasi-flying saucer appearance. The angled hood seamlessly flows into the windshield, then to a flowing roofline 6

that is sleek and low. Short overhangs and a sawed-off rear section finish off the hybrid’s futuristic hatchback character. The previous Prius had loads of gizmos—including keyless entry, joystick shifter, high-tech energy monitor, and a rear-view camera system. Toyota throws even more technology at the new model. For the first time, the Prius offers a moonroof and heated seats. The sliding glass moonroof, packaged with a slick-looking solar , provides power to a new ventilation system that doesn’t require help from the gas engine. Not only does the AC system keep the interior air temperature from heating up when the vehicle is parked (thus reducing the time/energy needed to cool things down), the system can be operated remotely to heat or cool the cabin before getting into the car. (That’s a neat trick even if the rooftop solar s don’t produce enough energy to power the wheels.) Three driving modes are now available: Power, Economy and EV. Power improves throttle response; economy reduces throttle response for better gas mileage; and with a flip of the dashboard EV button, the car can go about one mile at low speeds without using any gasoline. An optional radar system using advanced millimeter waves enables “Lane Keep Assist” to help the driver stay safely within the lane, and the “Pre-Collision System” retracts seatbelts and applies the brakes in certain conditions when a crash is unavoidable. Intelligent parking offers settings to help guide the Prius into parking spaces. A backup monitor, which provides a view of rear obstacles when reverse is engaged, is available with an optional voice-activated navigation system. The new touch sensor system on the steering wheel helps keep the driver’s eyes on the road. Images of the switches and their positions are shown on the instrument directly in front.

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The past success of the Toyota Prius has been its ability to combine great fuel efficiency and utter practicality. Five adults can fit comfortably, with more than 16 cubic feet of cargo room left over in back. The 60/40 split rear seats also can be folded flat, creating a surprisingly large cargo space for hauling groceries, strollers, large boxes, and gardening supplies—all at the same time. Short and tall drivers should feel equally comfortable behind the wheel. The back seat is roomy. Interior storage spaces are abundant and flexible. The sound system is adequate, but not groundbreaking compared to other cars in this class. The stereo's most-used functions are easy to see, read and use. Many of the Prius’s standard features are either optional or unavailable on comparably priced competitive vehicles.

SITUATION ANALYSIS

2.1 Macroeconomic environment Indonesia is one of the world’s emerging market economies and the world’s fourth most popolous country with 240 million population. In 2003-2009, the GDP growth has steadily increased between 3.5, 5.5 and 6.1 percent year on year. Therfore, Indonesian people’s demand on vehicles is very high. This can be seen from the raise of car sale in Q1 2010 that reached 239.036 unit for wholesales and 226.565 for retail. The biggest contribution to the raise comes from the hatchback

category,

which

is

popular

for

its

modern

and

aerodynamic body. However, it is also important to consider the fuel efficiency factor when choosing car, as the roads in big cities in Indonesia (Jakarta for instance) are congested. Consumers are 8

aware that this is no longer the time to emit smoke just to show whose engine is the best. The knowledge on global warming and disaster caused by it are continuously spread by environmental NGO all over the world to raise awareness among the people. They will in turn begin to know the importance to have an environmentally-friendly. The automotive industry will switch their main product, from medium-sized carssuch as Kijang, Avanza, Jeep, etc to smaller ones (city car). Toyota Prius Hybird has all the features that modern cars have. The elegant body can accommodate the high-class people since it is fuel efficient and environmentally-friendly. However, in 2009, only 19 units of Toyota Prius Hybrid were sold. It is a very small number, compared to the US (139,700 unit) in the same year. It is caused by the green living lifestyle is still not popular in Indonesia. The government has already got the program to check car emission as a form of policy to raise the people’s awareness on environmentally-friendly cars, but there is no on the sale of the mentioned cars. This is different from the US and Japan government which give tax incentive for people with ecofriendly cars. The high tax makes the Toyota Prius Hybrid sold at double price. Toyota Prius Hybrid is actually designed as middle-class car, but the

pricing in Indonesia makes it perceived as high-class.

Despite the excellent efficiency rate, Prius has to compete with the luxurious and prestigious cars. Facing the current situation, it is so important to emphasize on the green-living lifestyle to boost the Prius’ popularity and sale. Having eco-friendly cars should be campaigned as today’s trend. 2.1 Competitor Overview There are not many hybrid cars that have been mass produced and sold in Indonesia. Based on the market research there is still Toyota

9

Prius who has enter the Indonesia market. But the competition is about the get tougher as some automotive industry players have considered to enter Indonesian market and launch their hybrid car. Below are the lists of hybrid cars that have launch in other countries and have good selling reputation in United States and also predicted ready to enter Indonesia:

Toyota has an advantage over one or more vehicles in this comparison Toyota has an advantage over all vehicles in this comparison

COST MSRP Including Delivery Charge Comparably Equipped Price FEATURE Remote 12V Power Outlet Climate Control Audio System CD Player Automatic Climate Control Auxiliary Input Jack Cargo Area Cover Cargo Area Light Cargo Net On-Board Computer Cruise Control Cupholders Delayed Power Retention System Door Mounted Storage 10

2010 Honda Insight

2010 Honda Civic Hybrid

2010 Ford Fusion Hybrid

$20,550

$24,550

$28,675

$20,550 + DPI

$24,550

$28,675

Standard Standard Standard Standard

Standard Standard Standard Standard

Standard Standard Standard Standard

Standard

Standard

Standard

Standard Optional Standard Not Listed

Standard Not Available Standard Not Listed

Standard Not Available Not Listed Not Listed

Standard Not Available 8

Standard Standard 2

Standard Standard 6

Not Listed

Not Listed

Not Listed

Standard

Standard

Not Listed

Side Guard Door Beams Outside Temperature Gauge Seating Capacity Front Bucket Seat Front Adjustable Seat Height Heated Exterior Mirror Illuminated Vanity Mirrors Cloth, Vinyl or Leather Seats Smart Key System Keyless Entry Console Storage MP3 Player Multi-function Remote Overhead Console Storage Power Mirrors Power Door Locks Power Windows Reading Lights Rear Seat Folding Center Armrest Rear Headrests Rear Spoiler Rear Window Wiper Remote Fuel Filler Door Release Satellite Radio Seatback Storage Number of Speakers Steering Wheel Telescopic Adjustment Steering Wheel Tilt Adjustment Steering Wheel Mounted Controls Bluetooth Hands Free Telephone

Standard

Standard

Standard

Standard 5 Standard

Standard 5 Standard

Not Available 5 Standard

Standard

Standard

Standard

Not Available

Not Available

Standard

Not Listed

Not Available

Standard

Cloth Not Available Standard Standard Standard

Cloth Not Available Standard Standard Standard

Cloth Not Available Standard Standard Standard

Standard

Standard

Standard

Not Listed Standard Standard Standard Not Available

Not Available Standard Standard Standard Standard

Not Listed Standard Standard Standard Standard

Not Available Standard Standard

Not Available Standard Standard

Standard Standard Not Available

Standard

Not Available

Not Available

Not Listed Not Available Not Available

Standard Optional Standard

Not Available Standard Standard

4

6

6

Standard

Standard

Standard

Standard

Standard

Standard

Standard Not Available

Standard Not Available

Standard Standard

11

Access Cabin Air Filter Voice Activated Controls Wheels Tires Intermittent Wipers FUEL ECONOMY Emissions Rating Combined Fuel Economy (City/Hwy) Cruising Range EPA City (MPG) EPA Highway (MPG) MEASUREMENT S Cargo Volume (cu. Ft.) Curb to Curb Turning Circle Front Track (In) Ground Clearance (In) Wheel Diameter Overall Height (In) Overall Length (In) Overall Width (In) Rear Track (In) Wheelbase (In) Headroom Front (In) Headroom Rear (In) Hip Room Front (In) Hip Room Rear (In) Interior Volume (cu. ft.) Leg Room Front (In) Leg Room Rear 12

Standard

Standard

Standard

Not Available Steel SBRP175/65R15 84S, All-Season Tires

Not Available Alloy SBRP195/65R15 89S All-Season Tires

Standard Alloy SBRP225/50VR17 BSW All-Season Tires

Standard

Standard

Standard

ULEV

AT-PZEV

SULEV

41 435 40

42 517 40

Not Listed Not Listed 41

43

45

36

15.9

10.4

11.8

36.1 58.7

34.8 59.1

37.5 61.7

Not Listed 15 56.2

5.5 15 56.3

Not Listed 17 56.9

172.3 66.7 58.1 100.4

177.3 69 60.2 106.3

190.6 72.2 61.3 107.4

38.4

39.4

38.7

35.9

37.4

37.8

51.6

51.9

54

48.7

51

53.3

85

90.9

99.8

42.3 33.5

42.2 34.6

42.3 36.7

(In) Shoulder Room Front (In) Shoulder Room Rear (In) Curb Weight (Lbs) Automatic Transmission Fuel Capacity (Gal.) Standard Towing Capacity (Lbs) Maximum Towing Capacity (Lbs) PERFORMANCE Battery Power Output Driveline Bore X Stroke Engine Displacement Number of Cylinders Number of Valves Variable Valve Timing Horsepower @ Max RPM Torque Ft. Lbs.@ Max RPM Electric Horsepower (Bhp) Electric Torque Ft Lbs Stabilizer Bar Front Suspension Rear Suspension Adaptive Automatic Transmission Number of Transmission Speeds Standard Transmission SAFETY

52.7

53.6

57.4

50.4

52.3

56.5

2723

2877

3720

10.6 Not Recommended Not Recommended

12.3

17

Not Recommended

Not Listed

Not Recommended

Not Listed

13 Front Wheel Drive 2.87 X 3.15

19.6

Not Listed

Front Wheel Drive 2.87 X 3.15

Front Wheel Drive 3.50 X 3.94

1339

1339

2488

4 8

4 8

4 16

Not Listed

Not Listed

Not Listed

98@5800

110@6000

156@6000

123@1000

123@1000

136@2250

98

110

106

123 Standard Independent SemiIndependent

123 Standard Independent

Not Listed Standard Independent

Independent

Independent

Not Available

Not Listed

Not Listed

Variable

Variable

Variable

Automatic

Automatic

Automatic

13

4 Wheel ABS Brakes Active Head Restraints Anti-Theft Protection Automatic Headlights Brake Assist System Brake System (front) Brake System (rear) Child Safety Door Locks NHTSA Front Crash Test Rating - Driver NHTSA Front Crash Test Rating - enger Electronic Brake Distribution Electronic Traction Control Front Airbags Knee Airbags Automatic Locking Retractor Front Seat Belt Height Adjuster Pre-Tensioners Front Side Airbags Halogen Headlights Immobilizer Low Tire Pressure Indicator enger Air Bag Cutoff Rear Window Defogger Side Head Curtain Airbag Stability Control WARRANTY Anti-Corrosion

14

Standard

Standard

Standard

Standard

Standard

Not Available

Standard

Standard

Standard

Not Listed

Not Available

Standard

Not Available

Standard

Not Available

Disc

Disc

Disc

Drum

Disc

Disc

Standard

Standard

Standard

5*

5*

5*

4*

5*

5*

Standard

Standard

Standard

Not Available Standard Not Listed

Standard Standard Not Listed

Standard Standard Not Listed

Standard

Standard

Standard

Standard Standard Standard

Standard Standard Standard

Not Listed Standard Standard

Standard Standard

Standard Standard

Standard Standard

Standard

Standard

Standard

Standard

Standard

Standard

Standard

Standard

Standard

Standard Not Available

Standard Standard

Standard Standard

Unlimited

Unlimited

Unlimited

Warranty Miles Anti-Corrosion Warranty Months Powertrain Warranty Miles Powertrain Warranty Months Basic Warranty Miles Basic Warranty Months

60

60

60

60000

60000

60000

60

60

60

36000

36000

36000

36

36

36

2.3 SWOT Analysis Strength : 1. Toyota Prius 3rd Generation the only vehicle available today to offer 50 miles per gallon in combined city/highway driving. 2. Toyota Prius is the first hybrid car to be sold publicly in Indonesia. 3. Toyota has grabbed the 34.7 % automotive market in Indonesia. 4. Toyota has produced a large range of different vehicles across many different markets and has the capacity to produce new technology as it has already done before with the introduction of the Toyota Prius. Weakness : 1. Hybrid is new technology that is not "tried and true" and little is known about potential maintanance issues. 2.Toyota's petrol and diesel vehicles have been around for decades and have been proven reliable time and time again. Electric/solar powered vehicles are new to the market and consumers might be reluctant to swap. 3.

Petrol-free

acceleration

design as

a

means

trade-off

the

Synergy

loses

some

for

economy

and

being

environmentally friendly. 4. No tax incentive for custumers to have eco-friendly cars, making the price expensive. 15

Opportunity : 1. Petrol prices are currently high due to the cost of oil, this is a perfect opportunity for a car that does not require petrol to enter the market. 2. Heavy traffic build-up in Indonesia cities means congestion and pollution are only going to get worse. The Prius is a low emissions vehicle as and therefore will appeal to those wanting to help "keep the air clean". 3. Trends of people to live greener. Threat : 1. The competitor has similar product and has big brand as well. 2. At present the automotive industries are able to create diesel engines that are as efficient and environmentally-friendly as hybrid.

MARKETING SEGMENTATION, TARGET MARKET AND POSTIONING

3.1 Market Segment Toyota Prius Hybird has specific segmentation due to the specialtechnology that was designed with high level commitment to creating environmentally responsible vehicles. We identify the market segment of Prius as below: • People who are aware of the environment Wanting to do more for the environment, having a desire to get a better bang for their buck, and having a commitment to reducing fossil fuel dependency. This targeted group is considered influencers in the term that they are more educated, more affluent, which in 16

turn will help shape the (car) buying decision of their relatives. Based on the research of Natural Marketing Institute’s labels for LOHAS ( lifestyles of health and sustainability) consumers with these following characteristics : - very progressive on environment and society looking for ways to do more - not too concerned about price. • Technology Adopter Market segmentation and strategy for high-technology product follow atypical pattern called “Technology Adoption Life Cycle”. When new technologies are introduced, a typical marketing strategy focuses on attracting the “Innovators” and subsequently the “early adopters”

Innovators are defined as those who pursue products with the new technology aggressively, consider technology to be central interest in their life and buy because they enjoy exploring the new technology features product. They represent a small segment of total market (approximately 2.5%) but they are critical to accelerate adoption in later stages. They validate a new product functionality and bear the burden of testing for other market segments. Often the Early Adopter segment, an estimated 13.5% of the market, is pursued in conjunction with the innovators. Early adopters, perceived as “visionaries” in the market, buy new products early in the life cycle. They are imaginative thinkers who

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find it easy to envision and use new technology. They also rely on their own intuition in purchasing, as opposed to depending on references from others, and are more tolerant of bugs or glitches in new products than average consumer. A member of the early majority is considered to be highly practical. They watch and wait for proven technology. As a pragmatist, this consumer is disinterested in fads, as they want technological evolution to enhance the existing technology. It is estimated that 34% of the total market for a given product falls in to early majority segment. Following them is the late majority, 34% potential buyers. Laggards are at the tail end of distribution. Little attention is paid to this segment by marketers due to its refusal to adopt or understand new technologies. 3.2 Target Market • Geographic: Cities : All major cities in Indonesia Region : Indonesia • Demographic : Sex : Male and Female Age : 30-55 Social Economic Status : A and A+ Education : Have attended college and/or graduate school Religion : All religions • Psychographic : Behavior : Having respect for environment, responsible, energetic, dynamic, technologysavvy, up to date, trend-setter, inspiring people to think long-term. • Lifestyle : Buy and use “green” products and implemented healthy lifestyle. • Interest : Green product and high-technology product • Insight : Well-educated people who have high appreciation toward the

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environment and technology for the future.

3.2 Positioning In developing and marketing the Prius, Toyota has established a strong model of how successfully aligning suitable goals and values with lifestyle needs consumers, while drawing on its own core competencies. Toyota continues to drive revenue growth and brand equity from the Prius, which adds environmental benefit without compromising traditional product quality, including such intangible consumer values as styling, forwardness and fun. The Toyota Prius is not only hybrid vehicle in Indonesia market. It should also symbolize hybrid vehicle technology to most Indonesian consumers. A symbol that can reflects the spirit of green lifestyle as sexy trend in this modern era. The Prius should be seen as stylish, distinct, innovative, versatile, technological and smart as the emblem of environmental sustainability.

MARKETING GOALS AND OBJECTIVES The goals and objectives of all the Toyota Prius marketing strategy 19

in 2010 are : •

Prius will become Top of Mind for hybrid car in Indonesia.

•

Prius will become the prestigious symbol of the green living trend.

•

Delivering and educate people the concept of green lifetyle.

•

Increasing brand awarness and creating distinctive brand image through the creative ment and experience the excitement through brand activities.

•

Increasing sales.

MARKETING STRATEGIES 20

5.1 General Marketing Strategies Basically, the Toyota Prius’ marketing strategy is to continuously spread awareness to people about the importance to keep the environment clean. When people are already aware, they will have the need to keep the environment clean and they will

adapt it as

their lifestyle. A goal of lifestyle marketing is to allow consumers to pursue their chosen ways to enjoy their lives and express their social identities.

Awarenes s

Need Lifestyle

By emphasizing on the attention to the environment, a certain level of awareness is expected to raise until it becomes an urgent need and become an irreplaceable lifestyle. The grand theme for Toyota Prius’ campaign in Indonesia is: Be Prius, Be proud. The theme will cover all marketing-communication activities for Prius in 2010. It will try to touch the consumers’ emotional side, make them proud to use Prius as a lifestyle. A susscessful product

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by definition provides grafity a consumer’s needs and wants. Product benefits can be intrinsic (e.g pleasure that results from owning or using the product) or extrinsic (e.g monetary value generated from owning or using the product). This communication strategy try to grab both dimensions and therefore extend relevance to multiple consumer segments. With this theme Prius could be a pride for each and every of its s, it will also highlight the prestigious aspects of the car so it can compete with the more popular luxurious cars in the same price range. People should have the prestige when they use Prius and save the Earth at the same time. The core Prius advantage is simple to understand-the car requires less gasoline to run, and therefore cheaper to operate. The more you drive, the more you “save”. In addition to saving money, Prius also saves the consumers' time spent at the gas station, create intrinsic pride for its owner as “responsible” consumer and provides consumers with a role in addressing environmental concerns. The latter benefit often is overlooked by companies outside niche indsutry, but with societal challenges such as global warming and foreign oil dependency becoming more prevalent, consumers increasingly want to feel like they are part of solution, and Prius makes this possible. Prius will make its s feel like a proud grand ambassador. And as people share their proud feeling with others, they will inspire and influence other people. It will bring two benefits to Prius: spreading knowledge on the importance to save the Earth and use an ecofriendly car and the increase in sales. Marketing strategies that will be used by Prius are Above the Line and Below the line. Both categories are aimed at raising the brand

22

awareness dan shape the brand image as well as reaching the positioning wanted by the target market. TV commercial will be broadcast mainly on weekends, during sport or talk show program. One of the critical main strategies is to organize some events to build emotional bounding between the target market and the brand. It can also be used as a medium to share experience. Since a strong impression will have a long-term effect in human brain, they will surely recall it when they are making decision. It is very important to choose carefully the program, broadcast time, and the event format, in order to make the marketing communication effective. 5.2 Marketing Mix Product Name of the Product: Toyota Prius 3rd generation (2ZR-FXE) Engine Capacity: The engine has 1.5 liters to 1.8 liters—giving a boost in horsepower from 110 to 134, and thereby reducing zero-to60 time by a full second. Fuel Economy: Prius is the only vehicle available today to offer 50 miles per gallon in combined city/highway driving. Price Toyota Prius 3rd generation price is Rp. 585.000.000,-. This commercial price is due to basic price + custom tax + other taxes (PPN barang mewah, Pajak Kendaraan Bermotor)

Promotion Above The Line TV

Below The Line Event Exhibition

- TVC : 60’ will be appear in At Mall, National/ International 23

weekend

Car Exhibition

- Report Commercial Print Ad -

Golf Tournament Sponsorship

AutoExpert Magazine

-

Esquire

-

Bazaar

-

Prestige

- Elle Billboard

Go

Green

Conference

Will be placing in business center Sponsorship district such as in Jakarta is Sudirman, Semanggi. Radio : Talk show

Touring Jakarta – Bali Program : Plant 5000 trees

Online Marketing : Online ad Facebook Twitter Blog

Place Channels: Toyota Prius available in Toyota Showroom in all major city all over Indonesia. Locations: Toyota Prius is distributed to all major city across Indonesia. Income Statement Toyota Prius year 2009 Price per Unit Profit per Unit (%) Profit per Unit

Rp585,000,000 15% Rp87,750,000

Unit Sold

19

Revenue

Rp11,115,000,000.00

24

Income Marketing Expense Total Net Income

Rp1,667,250,000.00 (Rp500,000,000) Rp1,167,250,000.00

Projected Income Statement & Marketing Expense Year Sales (unit) Profit Per Unit (%) Profit Per Unit Revenue Income

2010 100

2011 200

2012 300

15%

15%

15%

Rp87,750,000 Rp58,500,000, 000 Rp8,775,000,0

Rp87,750,000 Rp117,000,000 ,000 Rp17,550,000,

Rp87,750,000 Rp175,500,000 ,000 Rp26,325,000,

25

00

000

000

(Rp5,000,000,0 00) (Rp2,000,000,0 00) (Rp1,000,000,0 00) (Rp3,000,000,0 00)

(Rp5,000,000,0 00) (Rp2,000,000,0 00) (Rp1,000,000,0 00) (Rp3,000,000,0 00)

(Rp10,000,000, 000) (Rp2,000,000,0 00) (Rp1,000,000,0 00) (Rp3,000,000,0 00)

(Rp60,000,000)

(Rp60,000,000)

(Rp60,000,000)

(Rp50,000,000)

(Rp50,000,000)

(Rp50,000,000)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp500,000,00 0)

(Rp200,000,00 0) (Rp12,810,000, 000) (Rp4,035,000, 000)

(Rp200,000,00 0) (Rp12,810,000, 000) Rp4,740,000, 000

(Rp200,000,00 0) (Rp17,810,000, 000) Rp8,515,000, 000

Marketing Expense Above The Line Advertisin g Television - Commercial ment - Report ment Print ment Billboard Radio - Talkshow Online Marketing Below The Line Advertisin g Event Exhibition Golf Tournament Sponsorship Go Green Conference Sponsorship Touring Jakarta - Bali (30 cars) - Plant 5,000 trees Total Expenses Total Net Income

26

CONTROL

The main purpose of Toyota Prius marketing plan is to create an integrated marketing concept in order to increase its revenue but with optimum cost-efficient. Some aspects to be considered in the process of Capri-Sonne marketing campaign: -

Expenses: monthly and annual.

-

Check revenue and expenses every quarter.

-

Distribution channel.

-

Make questionnaire to consumer satisfaction.

-

Brand awareness level.

-

Market research.

27

MARKETING ORGANIZATION Johnny Darmawan, as President Director of PT. Toyota Astra Motor, is primarily responsible for marketing activities. Together with Marketing Director of PT. Toyota Astra Motor, Joko Trisanyoto, Johnny Darmawan has a big challenge in Marketing Toyota Prius especially in this Go Green era. This also helped by their marketing team and other resources for advertising campaign, and of course, creativity.

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