The document summarizes a marketing plan for the Toyota Camry Hybrid. It identifies the target demographic as adults aged 35-54, and sets objectives to increase Camry Hybrid sales by 50% and make the Hybrid model 30% of total Camry sales. The marketing strategy involves building the Camry Hybrid brand through an integrated campaign including TV, print, online and event sponsorships. The creative strategy aims to position the Camry Hybrid as a reliable and environmentally friendly family vehicle.

1. Date: April 23, 2009 Prepared for: David Chalmers & Colette Brochu AAM 413-001 Prepared by: Obfuscate Communications Eric Floresca, Meghan Latta, Jenny Li, Deena Markus, Salomeh Nikzadeh, Ali Owainati, Katherine Woo Toyota Camry Hybrid

3. Category Analysis

5. Share of Voice (Mid-size Sedan Category) Source: Nielson

6. Toyota Camry Spending Source: Nielson

7. Light-Duty Hybrid Sales Projections Source: Green Car Congress

8. Hybrid Vehicle Market Share (U.S. 2008) Source: Green Car Congress

9. Objectives & Strategies

10. Positioning Statement To adults 35-54, the Toyota Camry Hybrid is the reliable, affordable family car that combines Toyota’s excellence in hybrid technology with the style, features, and performance of a Camry.

15. Target Profile

17. Lives in the suburbs Enjoys Golf, Biking, Skiing & Skating Occasionally gambles & plays the lottery monthly Enjoys entertaining Is a saver Doesn’t smoke Enjoys red wine Homeowner Enjoys movies Eat-in at restaurants Bob Married with young children

18. Media Plan

22. Regionality

24. Time Spent

29. Online Mass Portals News/Information Sports Automotive Search

31. Executive Summary $4,038,030 $1,025,666 $1,495,069 $996,693 $1,000,000 R 70-92/ F 6-22 R 88-94/ F 28-41 R 58-67/ F 4-5 R 66/ F 6 R 51/ F 15

32. Creative Strategy

34. Creative Strategy Save money now, Save the environment for the future

35. Tone and Manner Approachable, Serene, Reliable

38. IMC

42. Direct Mail Objectives: To inform the target market about the benefits that the Toyota Camry Hybrid offers To communicate how they help the environment and increase a positive public perception by 2-5% over the course of the campaign

43. Direct Mail Strategies: By using our own marketing database developed through the website, events, and current owners to communicate how economical and eco-friendly the Camry Hybrid is. Target: Females 45-54 Cost: $1,170,000

48. Questions