Managing a Toyota Hiace van launch

Toyota Hiace launch

Case study introduction

  Launch of the new Toyota Hiace van

  Well established in the market

  Re-designed body

  Highly profitable

  Iconic – Travellers?

Case study introduction (contd.)

  Second highest selling vehicle for Toyota

  The budget / spend on vehicle launch - £55,000

  Small business media

  Auto journalists

Campaign objective

 Media coverage  Van of the year  Motivate dealers / sales staff  Refresh the product - product extension  Maintain sales / loyalty - re-purchase  Reach new customers  Create anticipation and excitement

Target audience / segement

  Toyota dealers

  Sales people

  Van buying public

  Motor correspondents

  SMEs

Campaign message / USPs

  Customer driven re-design   New level of comfort   Looks good   History of reliability and

durability   Successful track record   Higher, wider and lower   User endorsed

Communications channels

 Press release  Photo session   Special graphics (see

below)  Range of print  Event & WOM

Tactics

  Liaison with the media   Magazine (see right)   Video   All expenses luxury over

night ‘test drive’   Actual launch (3 days) -  400 attendees -  entertainment -  gifts -  gourmet meal -  venue dressing

Evaluation

  Media coverage

  Van of the year

  Dealer / sales response

  Customer response

  Client response