An integrated marketing communications campaign for Yaris Toyota

• Main Author: Mejia, Jaemy Therese Del Monte
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Automobile industry and trade—Philippines; Automobiles—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6250
• Institution: De La Salle University

In an emerging market like the Philippines, car sales for 2020 is deemed to be optimistic and will surely grow sustainably through a new decade (Socco, 2020). With the increase of the growing middle class, straightforward ownership may play second fiddle to more empowered and robust access to mobility solutions that provide much more flexibility than rigidity. Affordability will drive purchase preference in the Philippines, but it is also highly complemented with the social relevance that the young Filipino professionals/ millennials are looking for. Nowadays, with the upward trend for middle class’ purchasing power, a simple and more transparent experience will surface that allows consumers to be the one in charge of how they acquire their own vehicle. Toyota Yaris – a hatchback vehicle offered by Toyota Motor Philippines Corporation, the number 1 automotive manufacturing company in the Philippines – has been adversely affected by the main players in its segment. Toyota Yaris was introduced in the Philippine market last 2007 and the sales and market share has taken a huge dip for the past 5 years. In this regard, the proposed Integrated Marketing Communications campaign aims to form a strategy starting April 2020 until the remainder of the year, which will serve the key target audience of the model – young Filipino professionals/millennials who are looking for a sporty-statement hatchback vehicle, but also value affordability and overall ownership practicality. The proposed IMC adapted the RACE (reach, act, convert, and engage) framework by Smart Insights and correlated each funnel towards the framework with the consumer journey for automotive vehicles. Through this approach, Toyota Yaris will streamline their efforts through main touchpoints – social, digital, and pocket events – to execute activities that will maintain awareness, uplift consideration and increase conversion in their decision-making process in purchasing a vehicle.