Marketing Communication Brief: Toyota Prius 2004-2005 plan [Draft version]

Year 2004 - 2005 Toyota Prius: Integrated Marketing Communication Brief [DRAFT VERSION ONLY] Stanley C.T. Ng Toyota Motor Corporation, Australia. 1 Table of Contents Page 1. Table of Contents<Tab/><Tab/><Tab/><Tab/><Tab/><Tab/><Tab/><Tab/> <Tab/><Tab/&…

…want the consumers to think of Prius when the word "fuel-economy" is considered. To achieve this goal, frequency and consistency of the key message among all the suppliers are essential. There are three reasons that explain why we have chosen "fuel economy" as our single central key message; first, our initial market research shows us that consumers in all three identified segments are more value consciousness than environmentally friendly concerned. And the sense of envi