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Advertising planning: The Toyota Matrix

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case study
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  1. Brand Challenge
  2. Situation Analysis
    1. Company Analysis
    2. Product Analysis
    3. Competitive Analysis
    4. Market Analysis
    5. Consumer analysis
    6. Macroenvironmental analysis
  3. SWOT
  4. Target market profile
  5. Objectives
  6. Campaign budget
  7. Alternative positioning statements
  8. Recommended positioning statement
  9. Communication strategy
  10. Big idea
  11. IMC tactics
  12. Media strategies
  13. Marketing to Brazil

The central focus of the Toyota Matrix campaign is to create an interest for the car among the U.S. gay and lesbian population and to generate traffic to the car dealerships. The campaign is targeted towards gays and lesbians ages 18 to 34, who are interesting in stylish and appealing products that allow them to express their individualities. This market likes to participate in current trends and to keep up with innovations. We will focus on the idea that they want to express themselves freely without inhibitions.

The creative strategy for the Toyota Matrix appeals directly to the U.S. gay and lesbian market. The strategy focuses on communicating that the Matrix is the best choice for our target market in terms of benefits. Our big idea is for them to ?Express Themselves Freely?. We aim to convince them that the Toyota Matrix will allow them to accomplish this because the car offers them different options and styles to fit their own tastes and needs.

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