Toyota launched redesigned Avalon models in 2000 and 2005 with goals of making the vehicles more powerful, stylish, and featuring updated interiors. Both launches spent heavily on network TV initially before shifting to local spot TV and magazines. Buick launched the Lucerne in 2005 to replace the LeSabre and Park Avenue, focusing on quality and styling. It partnered with Martha Stewart and spent heavily on network TV. Buick launched an updated LeSabre in 2000 but spending decreased, while the 2009 LaCrosse launch increased spending gradually and shifted to magazines and local media.
18. Need for speedPrimary Competitors Toyota Avalon ($32,445) Nissan Maxima ($30,810) Buick LaCrosse ($26,495) Ford Taurus ($25,170) Sources: Azera Exchange and autos.msn.com
32. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
33. Even with a major decrease in spending from February to March, launch sales continued to increase
34. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales Sources: Polk , Auto News, and Kantar *Includes Factory and Dealer Association
41. B-to-B: $15,000ota factory spent the most on Network TV (41%) February-April Insight: Launch had heavy factory spending in Network TV, then abandoned TV to sustain run in magazines and Spot TV (sustain spot TV had 50/50 factory and dealer spending) May-July Source: Kantar *Includes factory and association ** Dealer Association Spending
44. Mini movie bridges the gap between season 4 and season 5
45. A “making-of” special on the mini movie was shown on the Fox Movie ChannelInsight: with this campaign, less news programs were used and Toyota chose to incorporate more prime time programs Sources: Kantar and http://adage.com/article/news/toyota-vehicles-integrated-fox-s-24/47653/ Source: Nielsen 9/28/09-2/21/09 and 9/27/10-2/27/10 Excluding Sports
51. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
52. Sponsored ContestInsight: Target market included both men and women upscale consumers with a clear interest in business and politics but also maintain a variety of upscale hobbies http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html Sources: Kantar and Source: Nielsen Aggregate Avg. Rtg. 09/28/08-2/28/09 and 9/28/09-2/28/10
76. Affluent theme portrayed in some print creatives promoting the new spacious interior and the higher quality materials incorporated in vehicle
77. In other creatives, the question of “sparkling or still” compares the redesigned vehicle to eating at an upscale restaurant Source: Kantar *TV creative could not be found for this year
78.
79. In 2000 their focus was for consumers to perceive the Avalon as a more luxurious and upscale vehicle
80. In 2005 their focus was to portray the Avalon as a more fun and stylish vehicle
81. Both Avalon launches were launched and abandoned by Toyota
82. Spending vs Unit Sales 2005: as launch and sustain spending decreased, units sold increased. This could be a result of increased spending on Spot TV and attracting consumers on a local level.
83. Spending vs Unit Sales 2000: a consistent fluctuation of launch and sustain spending led to an continuous increase in units sold. Most of launch and sustain spending was allocated to TV instead of print which could have helped to increase sales because of the mass reach.
84. Overall, each launch and sustain appeared successful because in both launches Toyota incrementally decreased while unit sales continuously increased
86. In 2000 Toyota decided to go with more of a luxurious and upscale theme and then in 2005, Toyota chose to portray Avalon as a more fun and whimsical vehicle
87. Avalon shifted focus on affluent males in 2000 to a campaign focused on bothwomen and men consumers in 2005
99. 19 mpg city and 28 mpg highwayhttp://www.autonews.com/article/20051108/SUB/511080701
100.
101. Launch sales also experienced a substantial increase when sales jumped by 2,429 units from October to December and continued to increase by 3088 in January
102. Sustain spending dramatically increased from January to February by $11,503.1 and then decreased in March by $5,854,300Sources: Polk and Auto News *Includes Factory and Association
111. US Internet: $2,557,700October-December Insight: in both the launch and the sustain TV was the biggest spend Buick Factory spent the most on Network TV (38%) January-March Source: Kantar *Includes factory and association **Dealer Association Spending
112. TV Launch and Sustain Spending: $42,460,100 Popular Networks Used: Featured on “The Apprentice: Martha Stewart” and also “Martha Stewart Living” *More info on OOH slide Insight: seems like more affluent networks such as news and leisure networks are being incorporated into this campaign http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:
113. Print Launch and Sustain Spending: $18,704,300 Popular Magazine Categories Used: Finance Travel and Leisure Golf and Cars Target Market: a more established consumer with a strong interest in the economy but also has other hobbies
116. Elements of the Lucerne VIP Premiere Nights were featured on Martha Stewart Living on December 1, 2005 which included a recreated scene from Stewart’s 20-page guide the “Perfect Party Handbook” (brought to viewers by Buick)http://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:
117.
118. Both print and TV creatives focus on the newly redesigned interior and exterior styling of the vehicle
119. TV commercials contained basic information about the Lucerne, no real theme to the campaignPrint TV Source: Kantar
139. Consumers who purchase an OnStar-equipped Lucerne receive two round-trip airline tickets to anywhere in the USA, Canada or the CarribbeanTiger Woods made his debut as a new spokesperson on Feb. 12-13 at the Buick Invitational Golf Tournament
140.
141. Updated and redesigned version with a better price point for Buick’s target market
142. Use of Martha Stewart in the Lucerne’s 2005 campaign helped to attract an older audience, not just women but men as well
143. Integration with NBC’s Apprentice helped to reinforce this and promote the new Lucerne vehicle
144. In October of 2005, Buick only sold 285 Lucerne vehicles and then drastically increased their sales to 2724 vehicles in November
145. This could be due to a slight increase in spending and launch exposure of the vehicle
146. 2000 was a big year for Buick with the introduction of Tiger Woods as their new main spokesperson
147. This strengthened their partnership with the PGA Tour which included their Buick Open golf tournament
148. Buick is consistently focusing on an older generation of consumers (baby boomers) in 2000 but is still reinventing the vision of the brand
149. Adding new features and updating the interior and exterior styling of the vehicle
150. TV integration on the Sopranos maintains Buick’s focus on the baby boomer generation but also exposes the vehicle to other viewers who follow the programhttp://www.adweek.com/news/advertising/buick-moves-beyond-precision-82678 Source:
175. Network Radio: $64,900July-September Insight: Buick chose to spend the most on magazines for the launch and then sustain with high spending in both TV and magazines October-December Source: Kantar *Includes factory and association **Dealer Association Spending
178. PGA Tour coverage by the Golf Channel promotes interactive zone at the 17th hole and the newly redesigned Buick Lacrossehttp://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html
179. Print Launch and Sustain Spending: $36,194,200 Popular Categories Used: Sports and Leisure News Ethnic Target Market: ethnic magazine choices show that Buick is trying to appeal to consumers of all races but still maintaining their established audience Source: Kantar
187. Complimentary sleeve of golf balls and exclusive access to new bleacher seating and viewing areashttp://adage.com/article/news/marketing-buick-pokes-fun-lexus-ads/139029/ http://www.pgatour.com/2009/tournaments/r035/06/23/action/index.html
188.
189. TV commercial “Crosswalk” features pedestrians stopping in the middle a crosswalk admiring the new redesigned Buick Lacrosse
190. Print carries on that idea by stating “you be the judge” encouraging consumers to research the car a little deeperPrint TV Source: Kantar
223. In 2005, Buick decided to focus their campaign around their new spokesperson Tiger Woods but in 2009, they shifted their campaign focus to accentuate the redesigned features of the vehicle
224. More money spent on TV than print in 2005 but then in 2009 Buick decided to spend more money on print than TV
225. 2009: “EX your Lexus”: use of direct competitors in billboards to attract attention to Buick billboards, which received coverage by various auto blogs and advertising websites
231. Executive Summary Toyota Avalon Overall Campaign Goals: 2005: make the Avalon more powerful, more stylish, and larger 2000: design the Avalon as a more powerful, roomier, and more technologically advanced vehicle Buick Lucerne/Lesabre Overall Campaign Goals: 2005: offer a quieter, safer and more stylish vehicle 2000: to attract younger, more family-oriented buyers Buick Lacrosse Overall Campaign Goals: 2009: attract a new target market that is 10 yrs younger than current target market (late boomers) 2005: focus on quality and long term dependability Photos: www.bing.com/autos/research
235. Vehicle embodies the luxury appeal of a Lexus without the high price
236. Toyota seems to be targeting a more youthful-boomer consumer
237. Use of established but stimulating magazines and TV programs
238. Mindset of “even though you’re a boomer, you don’t have to drive like one”
239. Toyota was executing a brand campaign while launching the 2000 Toyota Avalon to increase brand opinion while drawing attention to the newly redesigned vehicle
240. Seems like they are trying to attract more women consumers to their brandbased on their sponsorship of Glamour Magazine’s “Women Of The Year Awards” and Oprah’s “Live Your Best Life tour
241.
242. Launch spending from February to March decreased substantially by $22,258,400 and then slightly increased by $1,646,100
243. Even with a major decrease in spending from February to March, launch sales continued to increase
244. Sustain sales stayed consistent from May to July and didn’t Decrease/increase compared with launch sales Sources: Polk and Auto News
245.
246. From November to December 1999, launch spending decreased by $5,107,500 and then increased in January 2000 by $2,215,600
247. Sales increased from January to February 2000 by 847 vehicles and stayed pretty consistent throughout the sustain of the vehicle*Unit sales not available for 1999 *Sources: Polk and Auto News
250. Lauren Fix, “The Car Coach” provided safe-driving and car-care tips to women using a Toyota vehicle as an example
251. Sponsored Contest: winner received their own series of life-coaching seminarshttp://www.theautochannel.com/news/2005/05/13/076229.html http://www.edmunds.com/car-safety/what-are-automakers-doing-for-women-part-ii-toyota-takes-an-american-approach.html
258. TV and Print Details TV Spending: $XX Place logos Categories Print Spending: $XX Place book covers Categories Creative Place pictures and add a caption of basic description
259. TV Spending, Networks, and Insights Launch TV Spending: $19,249,000 Popular Cable Networks Used: Insight: seems like they are targeting a more mature audience who enjoys watching the news but also keeps up with world/celeb events Source: Kantar
260. Print-Toyota 2000 Launch Print Spending: $8,248,000 Popular Magazines Categories Used: Business Epicurean Travel Insight: target market was affluent males that enjoy leisure activities such as traveling and food tasting Source: Kantar
268. Owned by New Jersey State Assemblyman Ronald Zellman who is played by guest star Peter Riegert in the episode
269. Quick glimpse of character’s license plate and Buick emblem http://www.imcdb.org/vehicle_26402-Buick-LeSabre-2000.html
270. Print-Buick Lesabre 2000 2000 Print Spending: $3,703,400 Popular Magazine Used: Golf World AARP O Magazine Sports Illustrated Time Target Market: mature consumers from both sexes that have a variety of such as sports and world news
279. Extension of TV series sponsorshiphttp://adage.com/article/news/buick/105207/ http://trishield.com/buick-021705a-release.shtml
280. Print-Buick Lacrosse 2005 Total Print Spending: $34,623,700 Popular Magazines Used: Time Golf Digest Food Network Essence Newsweek Ebony Target Market: multi-racial audience with an interest in current events and more sophisticated hobbies
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