PRESENTED TO YOU BY…

OUR PRODUCT: TOYOTA CAMRY

PRODUCT OVERVIEW• Hybrid Technology + Camry = Unparallel Model.• Camry has a 2.5L gasoline engine.• But the dual combination of Electric motor and gasoline

engine gives this car a power of 3.0L gasoline engine vehicle.

• No need of external electric power. • High fuel efficiency. Around 15 to 18 km/liter in city.• Eco-Friendly

AUTOMOBILE INDUSTRY IN BANGLADESH

A potentially growing industry. Toyota controls the market share of 41% of

brand new cars.Toyota’s competition is Toyota itself.

TAGLINE FOR CAMRY• Camry- The reflection of success

COMMUNICATION OBJECTIVE • PROMOTING THE HYBRID TECHNOLOGY:

COMMUNICATION OBJECTIVE

TARGET MARKET Age group of 40+. Elite class of the society. High level Corporate officials. They are our potential customers with potential purchasing capacity for

Toyota Camry. At the same time, ‘the influence group’ (that is the Young age group). Parents are often influenced by their children while making a choice to

buy a car. OUTCOME: Easier to approach, since these two groups are educated and

enthusiastic about technological innovations.

PROMOTIONAL TOOLS Co-Sponsorship of BPL (Bangladesh Premiere League). Player of the Tournament will get a Toyota CAMRY. A CAMRY Package will be launched for the final match. Tickets of the VIP stand will contain a serial number. One lucky winner of the VIP stand will win a ‘CAMRY

OFFER’ CAMRY OFFER- A DAY WITH CAMRY.

PROMOTIONAL TOOLS We will sign a MOU (Memorandum of Understanding) with

selected Embassies in Bangladesh (eg. US Embassy, UK High Commission).

They will purchase Toyota Camry from Navana.REASONS: Most Embassies are located in elite areas of Dhaka

city, like Baridhara, Gulshan, etc. EFFECTS: Use of Camry for Embassy purposes will result in

branding Camry.

THE BIG IDEA- GREEN REVOLUTION ! We will arrange an ‘Environment Summit’ in Dhaka. Leading environmental organizations of the world and the country

(like BELA) will participate, including local students. A ‘Green Award’ will be provided to the top eco-friendly

businessmen of our country. Toyota Camry will carry the sponsorship of the entire summit. Hybrid technology will be promoted by the guest speakers.

EFFECTS: CAMRY will get free media coverage.

4.0 million hybrid vehicles = 26.0 million tons of CO2 reduced from the atmosphere

CONSUMER INSIGHT• CAMRY represents CLASS.• Comes with Hybrid technology and any new innovation

creates a buzz in the market, if presented effectively.• Manufactured, considering Bangladeshi road conditions and

fuel condition.• A powerful fuel-efficient car, with eco-friendly features.• A complete package.

TVC

Rational of the Story LineRelating to the target group.Approaching an emotional appeal.Inspiring a generation.

AUDIENCE REACTIONEnhances the emotional approach of the Toyota Camry. Social Responsibility.The mystery of HYBRID, revealed.A Hybrid car can give better performance than a gasoline

car.Made BY Toyota. Made FOR Bangladesh.CAMRY- Luxury with cutting edge technology.

A MESSAGE

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