360° Marketing Campaign for

AD Maker 2014 –Round 3

The Brief

• Enhancing Hybrid Technology

Awareness

• Selling more Camry Hybrid

CABBA

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Presentation Outline

Situation Assessment

Marketing Strategy

Feasibility

Situation Assessment

only distributor of

BRAND NEW Dedication to quality and placing

customer's peace of mind as the top priority

Multinational & Govt. Organizations, NGOs, and

Diplomatic Missions & Society elites

Enhancing Hybrid Technology Awareness

Selling more Camry Hybrid

The Camry HSD Brand Identity

• Brand Essence: State-of-the-Art

• Brand Positioning: New Era Sedan

• Brand Personality: Premium, Powerful,

Hi-tech, Efficient, Dependable,

Competent

Customer Insights

• Those who have the Need, Want and

Demand for a Brand New Vehicle

• Individual: Elite Class

• Corporate: Top management of

multinationals and local group of

companies

What is Core Value that

customers are seeking?• Medium of transport

• Symbol of status/Position of power

• Reflects Personality

• Performance and Luxury

• Monetary Feasibility (Fuel Efficiency

& Resale Value)

Marketing Strategy

Marketing Strategy

The BIG IdeaLuxury and concern

can go hand in hand

Tagline:

“Responsibly Luxurious”

Timeline

• Duration: 3 months (1+2)

• Timing: May and August-September

• Two exceptions

• Launch: May 4th, 2014

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Current AdsIntroducing the technology

Explains HSD in detail

Current Ads

TVC

TVC• Promoted for Navana

• Appeals to reason

• Your simple decisions have greater

implications

• Navana-Toyota has the solution

• State-of-the-art and luxurious solution

• To be aired during 1st Mid-break of the 10pm

News on Channel I, ATN Bangla, NTV.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Print Ads

• The Daily Star

• Prothom Alo

• The Independent

• New Age

• Business

Page

• Friday and

Saturday

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Billboards

Billboards

• Prime locations

• 6 billboards in Gulshan, Kawran Bazar,

Motijheel

• 2 billboards in Sylhet (Amberkhana,

Zindabazar)

• 3 billboards in Chittagong (Khulshi, Agrabad,

Nasirabad)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Camry Thrill Ride

Camry Thrill Ride

2015

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Business Magazines

2015 2014

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Budget

• TVC 48.81%

• Billboards 31.64%

• Print Ads 14.79%

• Business Magazines 3.75%

• Camry Thrill Ride 0.96%

• Total 100%

Performance Evaluation

• Surveys

– Top of mind associations

– Sales and Profitability

Thank you!

CABBA

Budget Calculation

Total Budget: BDT 36,500,000 (approx.)

TVC (SOURCE: ATN BANGLA) [48.81%]BDT 66,000/min x 90 days x 3 channels

BDT 17,820,000

PRINT AD (SOURCE: DAILY STAR) [14.79%]BDT 4,500/column inch x 12 (3:4) column inch x 25

days x 4 newspapers

BDT 5,400,000

Budget CalculationBILLBOARD (SOURCE: GHURI ADVERTISING

AGENCY) [31.64%]BDT 1,400/sq. feet x 25*10 (average size) x 3 months x 14

billboards

BDT 11,550,000

BUSINESS MAGAZINES

(SOURCE: AMAZON) [3.75%][HBR $89 (12 issues) + TIME $30 (52 issues) Forbes $29.99 (24

issues)] x 100 clients + Postal BDT 25/copy x 8600 copies

BDT 1,367,884

Budget Calculations

CAMRY THRILL RIDE [0.96%]

Venue Rent BDT 50,000 + Setup BDT

250,000 + Refreshments BDT 20,000 +

Driver’s Fees BDT 30,000

BDT 350,000

BATFA - largest exporter of recondition

and brand new cars in Japan

• Car price $49,000 leather

• Marine insurance $120

• Shipping cost $1300

• Total $50,420

• Tax 61%

• Total $81,176.2

• USD-BDT exchange rate 1:77.38 (01 May 2014)

• Total BDT 6,281,414.356

• Selling Price BDT 7,200,000, Profit BDT 1,000,000 (approx.)

• Markup 19.399%, Margin 16.24%