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Marketing Campaign - Case Study Example

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Marketing Campaign

Furthermore, it does not sacrifice the other wonders and advancements of car technology such as the optional Bluetooth capabilities or the option to include an input jack, so you can directly input whatever music you want to listen to while you drive around. It's your car, make it clean, make it affordable, and make it run well. That's a Toyota.
For this marketing campaign we have chosen to specifically target men. We believe that this vehicle is already quite popular amongst women. However the gender gap is pretty big, and we need to find a way to market to more male customers. We are going to base the whole marketing technique around sex appeal, sports appeal, and make it so the Prius strongly appeals to the male population to increase our targeted sales. We are going to try to include as many groups, including marketing to all age groups of men, and to include people from every finical bracket.
Already, TV ads are going to be geared towards the younger 18-35 audiences and older male audiences(35+), but both of those groups will be targeted by the sex appeal marketing plan. In addition, we are also going to cast people of many different races into the advertisements, so we can increase the appeal of this product to a more diverse group of customers. People connect best with people who are similar to them, this is why we also make sure to include all racial demographics. We are currently working on finding several celebrities to star in these ads, and are awaiting the results of which celebrities are most popular amongst the different age demographics that we have set aside for the male gender. We will be using male, as well as female actors, and intend to use attractive models to incorporate sex appeal into the marketing plan. Sex sells, everybody knows it, and if we could get a babe behind the wheel of a Prius or on a commercial, we would be golden.
We have come up with a temporary draft of a man driving a Prius, with a hot girl, and then a man driving another model stuck with an ugly girl. This idea is just a rough draft and sample of one of the TV ads that may be implemented and used.
The first wave of our campaign is going to be Internet based. We have joined with several huge advertising agencies to run online ads containing the Prius and the new Prius girls, a group of extremely attractive girls all swooning over the car, as they would in the first commercial idea. The ads will be run on companies such as Yahoo and Google, and we are currently looking into spreading these ads to popular sports sites to properly target the male demographic on the Internet, such as ESPN and Sports Net.

The next campaign for our advertising is going to be TV, which will probably be the biggest force of our advertising. We have come up with several ad ideas and are in discussions with several popular rappers to try to appear in some of our commercials. We are also hoping to get several foot ball stars, basketball stars, baseball stars, and, of course, plenty of attractive women. We need to make the Prius sexy, because if men think the Prius is sexy they are going to purchase it. Men want sex appeal and if they think driving a Prius will help them have more sex appeal, then they will be more inclined to buy one. We are going to run these ads on the major networks, including EPSN, Comedy Central, FOX, ABC, Spike TV and CBS. In ...Show more

Summary

If you are looking fore the future of automobiles, as well as the future of advanced integration of innovative hybrid cars, then one should look no further than the Toyota Prius Hybrid. The car has an estimated 55 miles to the gallon and this average was taken from the testing of the product on both city and highway driving…
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