Markign Comas

In: Computers and Technology

Submitted By music4u
Words 7747
Pages 31
Marketing Communications | Syndicate assignment

Case 1
Prius Launch: Harmony Installations
2011 Bronze | Media Innovation

Case 2
Canon Eos Cameras: Photography beyond the still
2011 Silver | Consumer Electronics

Case 3
Southwest Airlines: Grab your bag it’s on/ Bags fly free
2011 Gold | Transportation

Case 4
Ocean Spray Cranberries: Straight from the Bog
2008 Gold | Renaissance
2011 Silver | Sustained Success

Case 5
Sears: Don’t just go back. Arrive
2010 Gold | Retail¬

Case 1
Prius Launch: Harmony Installations
2011 Bronze | Media Innovation

GET: Echo/Tech friendly minded people
WHO: Are environmentally and technologically aware and enjoy innovation.
TO: Think Prius is the car they should buy versus the car they want to own. See Prius as an Icon of progress. Encourage consumers to put a Prius in the mainstream consideration set.
BY: Outlining that hybrid motoring is good for the environment, endorsing the idea of being proud to own a Prius.
LIKE THIS: By highlighting the “harmony between man, nature and machine”. Happiness, Optimism, Pride, Imagination
SUCCESS: Desired 20% increase in sales of Prius. Increase hybrid vehicle market share. Engage social media metrics. $4.5m in earned media desired through Solar flower installations/social media.

Market/Commercial insight
The reported market decline in the Automotive Industry for passenger cars has declined by 37% in FY2011. Financial modelling of passenger vehicle purchase history by Toyota identified that purchases of the Prius model is are correlated with fuel prices, which on an aggregate have been declining in the United States. This has been a problem for Toyota in launching the new model - (see Chart below). Consumer insight
Toyota’s Prius is an economic car appealing primarily to echo-conscientious consumers. Their insight came…...

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