Team Opera Mini were tasked to make an IMC plan for the brand new Toyota Yaris 2014 in the semi-finals of Ad maker Bangladesh. We went through to the Grand Finale as group champions.

2. Brand :
Toyota Yaris 2014
“Cherishing New
Moments”

3. Team Name
Opera Mini
Adnan Khan
Turas Ayman
Safwat Ahmed

4. 4
Consumer Insights
Sample : 80 people
Sampling method : Questionnaire survey through Google Docs
Positives:
Highly reliable performance
Excellent after sale service
Good resale value
New trend
Value for money
Negatives:
• Design and looks need some work
Research
findings

5. 5
Segmenting and Targeting
Segmentation
bases
Demographic • Family size
Social Class • Monthly Income
Psychographic • Lifestyle
Targets
4-5 (Nuclear Family)
BDT 135000-175000
Seeks value for
money in brand new
cars

6. Target Group Insight
• “Toyota/ Corolla is a synonym for reliability”
• “My car is mainly used by my family”
• “My car drops and picks me up from office and I also
use it for official purposes”
• “Car maintenance and fuel costs are a big hassle”
• “I want the best look and features at the right price”

7. Target Group Insight (Cont.)
• They seek a reliable, durable and stylish
car with quality interiors.
• They want the best quality at the same
time value for money
Why there is
a need for
the product?
• Brand new car with a stunning new look
and exciting features at a reasonable
price.
What benefit
Toyota, Yaaris
will provide?

8. Target Group Touchpoints

9. Positioning

10. The Big Idea
“Cherishing New Moments”
Our emotional appeal intends to touch the fathers of all
families who craves for memorable family experiences and
esp bridge any gap created with his son.

11. Activation Campaign Plan
Campaign Objectives:
I. Capitalizing on the emotional appeal to channel the
attributes of Yaaris into the minds of the TG.
II. Reaching out to all the former customers of brand
new Corolla
III. Establishling a Yarian Community
The Campaign Duration will be of seven months

12. Advertisements in parks
• We would capitalize on the community park
touchpoint.
• Banners of Yaris would be installed which
would promote family values through pictures
• Mile meters of Yaris would also be setup.
Budget BDT 200000

14. Visual representations
• Select touchpoints like banks, stock exchanges
and ATM booths to give posters.
Budget BDT 150000

15. Parking space promotion
• We would target the Yaarian Corporate Houses
• We would renovate their car parks
• Each parking space would be named after the
employee with a Yaris board.
Budget- BDT 350000

17. Cherishing moments at Club Wheels
• All buyers of the brand new Yaris will be enlisted in
the Yarian Community.
• They will be given discount coupons to celebrate
occasions like father’s day, wedding anniversary and
Eid.
• Special prototype of Yaris will also be set up at Club
Wheels
Estimated budget- BDT 520000

18. Cherishing the getaway rally
• Once every year we will host a rally for the Yaarian
Community.
• All Yaarians with their families will be invited.
• They will drive together to Savar resort.
• There they will have a picnic.
• Community ice breaking
Budget BDT. 595000

19. Cherishing a father and son moment
We would sponsor the much-hyped event and
Capitalize on the Rallycross touchpoint
We would give three father and son pairs the chance
to ride a Yaris at the course.
The selection would be based upon our online
promotions
Budget BDT 1500000

20. Cherishing the Yarian Famililympics
• At the year end we will organize the famililympics
• All the Yarian community can take part in different
events
• Each event would need a pair from a team
• Each team represents a certain family
• Family with the highest number of medals would
get best incentives. i.e. future discounts, free
servicing etc.
• Budget 220000

21. Cherishing the Yarian membership scheme
All of the Yarian Community will get a 30% discount
on membership at Cadet College Club
Budget- BDT 1500000

22. Yarians cherish their Golf
• Organize a golf tournament at Savar Golf Club
• Father and son will get to play as a team.
Budget BDT 1000000

23. Viral marketing
At the beginning of our campaign we will set up a
Facebook page “Yarian Generation” and maintain its
activity. This would have the aim of establishing an
online community.
We will have different viral events like celebration of
father and son moments through asking the son to
upload the best ever quote from his father.
Budget BDT 50000

24. Cherishing your need
• Establishing sign boards across the city.
• The boards would display the distance and
direction of nearby Petrol Station
• Anyone might have a need at any point and
this is when we come into play
Budget BDT 300000

25. TVC
Execution:
• To convey our positioning
• We have used emotional appeal in this TVC.
• The TVC will be aired only after 11pm in the
night.
• Aired during news, talk shows, newspaper
shows and business trade analyst shows
• Budget BDT 5200000

26. Radio Commercial
• This tool is not conventional for this segment
• Yet it presents an unique opportunity
• Most of the officers in our target market switches on
the radio on their way to the office or during jam and
that is when we reach out to them.
• We can use this opportunity to inform our potential
customers about our offerings.

27. Radio Commercial
• We will air a 15 seconds
RDC
• We will air the RDC in Radio
Foorti and BBC Bangla
Budget BDT 2000000

28. Print media
• We would convey information on our offerings
through newspaper advertisements like The
Daily Star and Prothom Alo
Budget BDT 2500000

29. Billboard

30. Media Scheduling
Seven month campaign

31. 31
Vehicle
2014
May June July August
Septem
ber October
Novemb
er
Decemb
er
Brand
building
Awareness
creation
RDC
TVC
Print
advertisement
BillBoard
Timeline

32. Effectiveness of the strategies
32
Differentiating from its direct competitors :
Reasons why people will look for Brand new Toyota Yaris
Will tap on consumer’s perception on superior outlook and features
with a lower price :
The pricing would be within the capability of the upper middle class

33. Effectiveness of the strategies
33
Promotional Strategy :
The visual representations would create awareness
The numerous offerings would give the Yarians added
value in life.
RDC and print media: will convey the message of the
offerings to the TG!

34. 34
Budget
Detail BDT (lakh)
Club wheels 5.2
Park advertisement 2
Visual representation 1.5
Parking space advertisement 3.5
Print ad 25
Getaway Rally 5.95
Rallycross sponsorship 15
Billboard 10

35. 35
Budget
Detail BDT (lakh)
Familimpics
2.2
Cadet College Club membership 15
Golf 10
Viral 0.5
Signboards 3
Radio Advertisement 2
TVC 2.5
Total 161.85

36. Measuring Yaaris’s performance
36
Parameter’s that we will be looking into :
Unaided brand awareness
Top of the mind brand associations
Brand quality perceptions
Brand price sensitivity
Brand distribution
Brand market share
Brand sales
Brand profitability
Net promoter score

37. Thank You

38. Performance indicators
• All forms of information to be collected through surveys.
• All these would actually help us understand the market scenario better
• We will know what changes might occur due to alterations in the product
• Net promoter score : It measures the ratio of people who would
recommend your product to a friend against those who would discourage
a friend from using it. Very relevant for brands that want to build
awareness through community and social engagement
38