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  • Communication Strategy

    Transféré par

    Frank Herrain Lontouo
    57 vues14 pages
    This document outlines a communication strategy for a new car launch in Europe. It aims to target medium-class families and young professionals, as well as enterprises and agencies. The strategy seeks to increase market share against competitors like Peugeot and Renault, influence willingness to pay, and illustrate the car's innovation and options. It will communicate a message of new experience and innovation through an imaginative tone. Advertising will create awareness through extensive TV, radio, magazine and banner ads using a simple but impressive image.

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    This document outlines a communication strategy for a new car launch in Europe. It aims to target medium-class families and young professionals, as well as enterprises and agencies. The strategy seeks to increase market share against competitors like Peugeot and Renault, influence willingness to pay, and illustrate the car's innovation and options. It will communicate a message of new experience and innovation through an imaginative tone. Advertising will create awareness through extensive TV, radio, magazine and banner ads using a simple but impressive image.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    57 vues14 pages

    Communication Strategy

    Transféré par

    Frank Herrain Lontouo
    This document outlines a communication strategy for a new car launch in Europe. It aims to target medium-class families and young professionals, as well as enterprises and agencies. The strategy seeks to increase market share against competitors like Peugeot and Renault, influence willingness to pay, and illustrate the car's innovation and options. It will communicate a message of new experience and innovation through an imaginative tone. Advertising will create awareness through extensive TV, radio, magazine and banner ads using a simple but impressive image.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 14

    Communication Strategy

    Target
    Target Market
    -Medium class (European)-Family -Young Bachelor etc

    Communication Target
    -Enterprises -Agencies -Franchises

    Marketing objectives
    Increase market share (many competitors peugot, renault, citroen etc) Influence the willingness to pay Illustrate the innovative component of the car Illustrate the innovative options

    The Basic Promise


    -New Experience -Innovation

    Specific Characteristics-External
    -New and modern interface design

    -All-new sheet metal and more dynamic shaping

    Specific Characteristics-Internal
    -Possibilty of buying with hybrid engine

    -Major interior restylingmore luxury and modern

    The Tone

    Immaginative

    The Constraint
    -Many competitors in the european market. -Toyota are reputed to make low quality berline cars that do not compete european standards. The cars are generally less innovative compared to other european cars.

    Communication process-New campaign

    Create awareness through Extensive Advert through TV, Banners, Radio, magazines With a simple but impressive image

    Develope both through our Campaign message strategy

    Target-Basically same
    Target Market
    -Medium class (European)-Family -Young Bachelor etc

    Communication Target
    -Enterprises -Agencies -Franchises

    Basic Promise
    -Ecologically clean -High technology

    Tone
    -Funy -Simple

    Campaign message and Positioning


    Simple Guy driving the Car and trees and birds are gossiping on the Car

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