managing a toyota hiace van launch
TRANSCRIPT
Case study introduction
Launch of the new Toyota Hiace van
Well established in the market
Re-designed body
Highly profitable
Iconic – Travellers?
Case study introduction (contd.)
Second highest selling vehicle for Toyota
The budget / spend on vehicle launch - £55,000
Small business media
Auto journalists
Campaign objective
Media coverage Van of the year Motivate dealers / sales staff Refresh the product - product extension Maintain sales / loyalty - re-purchase Reach new customers Create anticipation and excitement
Campaign message / USPs
Customer driven re-design New level of comfort Looks good History of reliability and
durability Successful track record Higher, wider and lower User endorsed
Communications channels
Press release Photo session Special graphics (see
below) Range of print Event & WOM
Tactics
Liaison with the media Magazine (see right) Video All expenses luxury over
night ‘test drive’ Actual launch (3 days) - 400 attendees - entertainment - gifts - gourmet meal - venue dressing