OVERVIEW

1.1 Executive Summary

Toyota Motor Corporation was found by Kiichiro Toyoda in 1935. The

first car that was created is the A1 prototype passenger car in 1935.
In 1937, Toyota Motor Co., Ltd. was established in Japan. In 1957,
Toyota arrived and established in United States. By July 1967,
Toyota has become the third-best-selling import brand in the United
States. In 1971, PT. Toyota-Astra Motor (TAM) was initiated as
importer and distributor for Toyota vehicle in Indonesia.

In December 1997, Toyota Motor Corporation (Toyota) of Japan

launched its hybrid vehicle Prius in the Japanese market. Prius has
the best fuel consumption system in the world. It also has a great
aerodynamic for a group of passengers, all combined to get an
optimum fuel efficiency.

Toyota Prius has penetrated to Indonesian market in 2009 and

became the first hybrid car to be sold publicly in Indonesia. It is a
challenge for Toyota in facing the Indonesian market since the sales
in 2009 not as good as in another country. However, Prius is still
striving to overcome the market by introducing the 3rd generation
in the year 2010.

Toyota Prius Hybird itself has specific segmentation due they have
special technology that was designed with high level commitment to
creating environmentally responsible vehicles. The best integrated
marketing communication strategy must be conduct in increasing
brand awarness and grab the positioning in target marketwhich will
be align to boost the sales.

1
1.2 Table of Content

2
1.3 Introduction

Moving Forward is about listening other people’s needs and our

planet needs. Moving Forward is about designing environmentally
friendly vehicle in the future. The company goal is to increase the
quality of life. Therefore, Moving Forward is continuity improvement.
Toyota believe there is no things such as perfection, there is only
better..

Recognizing consumer demand for better fuel economy and reduced

emmisions, Toyota introduced the Prius hybrid gas-electric vehicle
in December 1997 as the world’s first mass-produced hybrid vehicle
available to the public. Toyota Hybrid System is a development from
Toyota as an image on how to increase the quality of life and give
contribution to society. It used the Toyota Hybrid System (THS),
which combined an internal combustion engine fueled by gasoline
with an electric motor.

Toyota Hybrid System is focused to reduce pollution and guard the

precious resources and at the same time can give fun and pleasant
driving experience. Hybrid System was designed to reduce fuel
consumption and low exhaust emissions which are environmentally
friendly. Although fuel consumption efficiency becomes the main
focus, power and appearance still become the priority. That is what
has become the advantage of Toyota Hybrid System.

First launched in Indonesia in 2009, Toyota Prius Hybrid wasn’t

accepted well in the market in the first year. However, Prius is still
striving to overcome the market by introducing the 3rd generation
in the year 2010.

A good and correct marketing strategy is really necessary in not

only boosting sale but also delivering the noble idea to save the
Earth. Some Indonesian people are already adapting the green

3
living lifestyle, despite the country is yet to be eco-friendly.
Therefore, good strategies are needed to popularize green-living as
the modern lifestyle.

1.4 About Toyota Prius Hybrid

In December 1997, Toyota Motor Corporation (Toyota) of Japan

launched its hybrid vehicle Prius in the Japanese market. 3 years
later, the Prius was introduced in United States and successfully
managed to sell 15.000 units in the first year. Prius was offered
initially with a single-spec trim level that included air conditioning,
power door locks and windows, ABS and other amenities. It featured
the Toyota Hybrid System powered by an all-aluminum, 1.5-liter VVT
gasoline engine with 70 horsepower at 4,500 rpm and a 25-kilowatt
battery pack producing 34 horsepower.

Prius has the best fuel consumption system in the world. It also has
a great aerodynamic for a group of passengers, all combined to get
an optimum fuel efficiency.

The hybrid system makes the use of electric motor and internal
combustion engine possible to get maximum benefit. It ensures that
the car works at an optimum fuel-efficient level. When it starts to
move and at low speed, Toyota Hybrid only uses the electric motor
since at this speed, the engine cannot work efficiently.

4
 Toyota Hybrid system

Electric Motor + Internal Combustion Engine = Optimum

Fuel Efficiency

When it reaches certain speed, the engine will start working

efficiently while the power generator will recharge the battery.

When the car is stopping or slowing down, Toyota Hybrid system

switches the car’s kinetic energy into power to recharge the
battery.

Up to now, Prius has been launched for their third generation. The
first-generation Prius was a certified Super Ultra Low Emissions
Vehicle with an EPA estimated fuel economy rating of 52 miles per
gallon city and 45 highways. Its technical advances and low
emissions led to a variety of awards throughout 2001 from
environmental groups like Sierra Club and engineering groups like

5
the Society of Automotive Engineers. It also caught the interest of
many environmentally conscious celebrities and public figures.

The second-generation Prius featured the Hybrid Synergy Drive

power train and grew to a mid-size sedan for 2004. It debuted at the
2003 New York International Auto Show. Demand for the second-
generation Prius was so high Toyota increased production several
times while customers were put on waiting lists at dealerships. The
second-generation Prius won widespread acclaim for value,
environmental responsibility, engineering, and design.

The third generation Prius is bigger and more powerful. The engine
grew from 1.5 liters to 1.8 liters—giving a boost in horsepower from
110 to 134, and thereby reducing zero-to-60 time by a full second.
In addition, the body is about four inches longer and about an inch
wider. Despite the added power and size, the 2010 Toyota Prius
becomes the only vehicle available today to offer 50 miles per
gallon in combined city/highway driving. Toyota achieved this level
of fuel efficiency by keeping the vehicle’s weight down, maintaining
the best aerodynamics of any production vehicle in the world, and
re-engineering the powertrain to extend the range of all-electric
gas-free driving.

Toyota added a slightly sportier feel and more aggressive stance to

the 2010 Prius—perhaps to disarm criticism that the Prius looks like
a corrective appliance on wheels. The logo shifts from the hood to
the top of the point of the grille. The crease in the doors has shifted
lower, but a more pronounced angle is added above the door
handles. The overall effect is to make the 2010 Prius stand taller—
not as rounded and squat—as its predecessor.The distinct space-
age shape of the Prius is still apparent: a deliberate effort by Toyota
to maintain the Prius’s essential and iconic appearance. Its large,
diamond-cut headlamps and snub-nose front-end are the starting
point for the Prius’s quasi-flying saucer appearance. The angled
hood seamlessly flows into the windshield, then to a flowing roofline

6
that is sleek and low. Short overhangs and a sawed-off rear section
finish off the hybrid’s futuristic hatchback character.

The previous Prius had loads of gizmos—including keyless entry,

joystick shifter, high-tech energy monitor, and a rear-view camera
system. Toyota throws even more technology at the new model.

For the first time, the Prius offers a moonroof and heated seats. The
sliding glass moonroof, packaged with a slick-looking solar panel,
provides power to a new ventilation system that doesn’t require
help from the gas engine. Not only does the AC system keep the
interior air temperature from heating up when the vehicle is parked
(thus reducing the time/energy needed to cool things down), the
system can be operated remotely to heat or cool the cabin before
getting into the car. (That’s a neat trick even if the rooftop solar
panels don’t produce enough energy to power the wheels.) Three
driving modes are now available: Power, Economy and EV. Power
improves throttle response; economy reduces throttle response for
better gas mileage; and with a flip of the dashboard EV button, the
car can go about one mile at low speeds without using any gasoline.

An optional radar system using advanced millimeter waves enables

“Lane Keep Assist” to help the driver stay safely within the lane, and
the “Pre-Collision System” retracts seatbelts and applies the brakes
in certain conditions when a crash is unavoidable. Intelligent parking
offers settings to help guide the Prius into parking spaces. A backup
monitor, which provides a view of rear obstacles when reverse is
engaged, is available with an optional voice-activated navigation
system.

The new touch sensor system on the steering wheel helps keep the
driver’s eyes on the road. Images of the switches and their positions
are shown on the instrument panel directly in front.

7
The past success of the Toyota Prius has been its ability to combine
great fuel efficiency and utter practicality. Five adults can fit
comfortably, with more than 16 cubic feet of cargo room left over in
back. The 60/40 split rear seats also can be folded flat, creating a
surprisingly large cargo space for hauling groceries, strollers, large
boxes, and gardening supplies—all at the same time. Short and tall
drivers should feel equally comfortable behind the wheel. The back
seat is roomy. Interior storage spaces are abundant and flexible.
The sound system is adequate, but not groundbreaking compared to
other cars in this class. The stereo's most-used functions are easy to
see, read and use. Many of the Prius’s standard features are either
optional or unavailable on comparably priced competitive vehicles.

SITUATION ANALYSIS

2.1 Macroeconomic environment

Indonesia is one of the world’s emerging market economies

and the world’s fourth most popolous country with 240 million
population. In 2003-2009, the GDP growth has steadily increased
between 3.5, 5.5 and 6.1 percent year on year. Therfore, Indonesian
people’s demand on vehicles is very high. This can be seen from the
raise of car sale in Q1 2010 that reached 239.036 unit for
wholesales and 226.565 for retail.
The biggest contribution to the raise comes from the
hatchback category, which is popular for its modern and
aerodynamic body. However, it is also important to consider the fuel
efficiency factor when choosing car, as the roads in big cities in
Indonesia (Jakarta for instance) are congested. Consumers are

8
aware that this is no longer the time to emit smoke just to show
whose engine is the best.
The knowledge on global warming and disaster caused by it
are continuously spread by environmental NGO all over the world to
raise awareness among the people. They will in turn begin to know
the importance to have an environmentally-friendly. The automotive
industry will switch their main product, from medium-sized carssuch
as Kijang, Avanza, Jeep, etc to smaller ones (city car). Toyota Prius
Hybird has all the features that modern cars have. The elegant body
can accommodate the high-class people since it is fuel efficient and
environmentally-friendly.
However, in 2009, only 19 units of Toyota Prius Hybrid were
sold. It is a very small number, compared to the US (139,700 unit) in
the same year. It is caused by the green living lifestyle is still not
popular in Indonesia. The government has already got the program
to check car emission as a form of policy to raise the people’s
awareness on environmentally-friendly cars, but there is no support
on the sale of the mentioned cars. This is different from the US and
Japan government which give tax incentive for people with eco-
friendly cars. The high tax makes the Toyota Prius Hybrid sold at
double price.
Toyota Prius Hybrid is actually designed as middle-class car,
but the pricing in Indonesia makes it perceived as high-class.
Despite the excellent efficiency rate, Prius has to compete with the
luxurious and prestigious cars.
Facing the current situation, it is so important to emphasize
on the green-living lifestyle to boost the Prius’ popularity and sale.
Having eco-friendly cars should be campaigned as today’s trend.

2.1 Competitor Overview

There are not many hybrid cars that have been mass produced and
sold in Indonesia. Based on the market research there is still Toyota

9
 Prius who has enter the Indonesia market. But the competition is
about the get tougher as some automotive industry players have
considered to enter Indonesian market and launch their hybrid car.
Below are the lists of hybrid cars that have launch in other countries
and have good selling reputation in United States and also predicted
ready to enter Indonesia:

Toyota has an advantage over one or more vehicles in this

comparison
Toyota has an advantage over all vehicles in this
comparison

2010 Honda 2010 Honda Civic 2010 Ford Fusion

Insight Hybrid Hybrid
COST
MSRP Including
Delivery Charge $20,550 $24,550 $28,675
Comparably
Equipped Price $20,550 + DPI $24,550 $28,675
FEATURE
Remote 12V
Power Outlet Standard Standard Standard
Climate Control Standard Standard Standard
Audio System Standard Standard Standard
CD Player Standard Standard Standard
Automatic
Climate Control Standard Standard Standard
Auxiliary Input
Jack Standard Standard Standard
Cargo Area Cover Optional Not Available Not Available
Cargo Area Light Standard Standard Not Listed
Cargo Net Not Listed Not Listed Not Listed
On-Board
Computer Standard Standard Standard
Cruise Control Not Available Standard Standard
Cupholders 8 2 6
Delayed Power
Retention System Not Listed Not Listed Not Listed
Door Mounted
Storage Standard Standard Not Listed

10
Side Guard Door
Beams Standard Standard Standard
Outside
Temperature
Gauge Standard Standard Not Available
Seating Capacity 5 5 5
Front Bucket Seat Standard Standard Standard
Front Adjustable
Seat Height Standard Standard Standard
Heated Exterior
Mirror Not Available Not Available Standard
Illuminated Vanity
Mirrors Not Listed Not Available Standard
Cloth, Vinyl or
Leather Seats Cloth Cloth Cloth
Smart Key System Not Available Not Available Not Available
Keyless Entry Standard Standard Standard
Console Storage Standard Standard Standard
MP3 Player Standard Standard Standard
Multi-function
Remote Standard Standard Standard
Overhead Console
Storage Not Listed Not Available Not Listed
Power Mirrors Standard Standard Standard
Power Door Locks Standard Standard Standard
Power Windows Standard Standard Standard
Reading Lights Not Available Standard Standard
Rear Seat Folding
Center Armrest Not Available Not Available Standard
Rear Headrests Standard Standard Standard
Rear Spoiler Standard Standard Not Available
Rear Window
Wiper Standard Not Available Not Available
Remote Fuel Filler
Door Release Not Listed Standard Not Available
Satellite Radio Not Available Optional Standard
Seatback Storage Not Available Standard Standard
Number of
Speakers 4 6 6
Steering Wheel
Telescopic
Adjustment Standard Standard Standard
Steering Wheel
Tilt Adjustment Standard Standard Standard
Steering Wheel
Mounted Controls Standard Standard Standard
Bluetooth Hands Not Available Not Available Standard
Free Telephone

11
Access
Cabin Air Filter Standard Standard Standard
Voice Activated
Controls Not Available Not Available Standard
Wheels Steel Alloy Alloy
SBRP175/65R15 SBRP195/65R15 SBRP225/50VR17
84S, All-Season 89S All-Season BSW All-Season
Tires Tires Tires Tires
Intermittent
Wipers Standard Standard Standard
FUEL ECONOMY
Emissions Rating ULEV AT-PZEV SULEV
Combined Fuel
Economy
(City/Hwy) 41 42 Not Listed
Cruising Range 435 517 Not Listed
EPA City (MPG) 40 40 41
EPA Highway
(MPG) 43 45 36
MEASUREMENT
S
Cargo Volume
(cu. Ft.) 15.9 10.4 11.8
Curb to Curb
Turning Circle 36.1 34.8 37.5
Front Track (In) 58.7 59.1 61.7
Ground Clearance
(In) Not Listed 5.5 Not Listed
Wheel Diameter 15 15 17
Overall Height (In) 56.2 56.3 56.9
Overall Length
(In) 172.3 177.3 190.6
Overall Width (In) 66.7 69 72.2
Rear Track (In) 58.1 60.2 61.3
Wheelbase (In) 100.4 106.3 107.4
Headroom Front
(In) 38.4 39.4 38.7
Headroom Rear
(In) 35.9 37.4 37.8
Hip Room Front
(In) 51.6 51.9 54
Hip Room Rear
(In) 48.7 51 53.3
Interior Volume
(cu. ft.) 85 90.9 99.8
Leg Room Front
(In) 42.3 42.2 42.3
Leg Room Rear 33.5 34.6 36.7

12
(In)
Shoulder Room
Front (In) 52.7 53.6 57.4
Shoulder Room
Rear (In) 50.4 52.3 56.5
Curb Weight (Lbs)
Automatic
Transmission 2723 2877 3720
Fuel Capacity
(Gal.) 10.6 12.3 17
Standard Towing Not
Capacity (Lbs) Recommended Not Recommended Not Listed
Maximum Towing Not
Capacity (Lbs) Recommended Not Recommended Not Listed
PERFORMANCE
Battery Power
Output 13 19.6 Not Listed
Front Wheel
Driveline Drive Front Wheel Drive Front Wheel Drive
Bore X Stroke 2.87 X 3.15 2.87 X 3.15 3.50 X 3.94
Engine
Displacement 1339 1339 2488
Number of
Cylinders 4 4 4
Number of Valves 8 8 16
Variable Valve
Timing Not Listed Not Listed Not Listed
Horsepower @
Max RPM 98@5800 110@6000 156@6000
Torque Ft. Lbs.@
Max RPM 123@1000 123@1000 136@2250
Electric
Horsepower (Bhp) 98 110 106
Electric Torque Ft
Lbs 123 123 Not Listed
Stabilizer Bar Standard Standard Standard
Front Suspension Independent Independent Independent
Semi-
Rear Suspension Independent Independent Independent
Adaptive
Automatic
Transmission Not Available Not Listed Not Listed
Number of
Transmission
Speeds Variable Variable Variable
Standard
Transmission Automatic Automatic Automatic
SAFETY

13
4 Wheel ABS
Brakes Standard Standard Standard
Active Head
Restraints Standard Standard Not Available
Anti-Theft
Protection Standard Standard Standard
Automatic
Headlights Not Listed Not Available Standard
Brake Assist
System Not Available Standard Not Available
Brake System
(front) Disc Disc Disc
Brake System
(rear) Drum Disc Disc
Child Safety Door
Locks Standard Standard Standard
NHTSA Front
Crash Test Rating
- Driver 5* 5* 5*
NHTSA Front
Crash Test Rating
- Passenger 4* 5* 5*
Electronic Brake
Distribution Standard Standard Standard
Electronic
Traction Control Not Available Standard Standard
Front Airbags Standard Standard Standard
Knee Airbags Not Listed Not Listed Not Listed
Automatic
Locking Retractor Standard Standard Standard
Front Seat Belt
Height Adjuster Standard Standard Not Listed
Pre-Tensioners Standard Standard Standard
Front Side Airbags Standard Standard Standard
Halogen
Headlights Standard Standard Standard
Immobilizer Standard Standard Standard
Low Tire Pressure
Indicator Standard Standard Standard
Passenger Air Bag
Cutoff Standard Standard Standard
Rear Window
Defogger Standard Standard Standard
Side Head Curtain
Airbag Standard Standard Standard
Stability Control Not Available Standard Standard
WARRANTY
Anti-Corrosion Unlimited Unlimited Unlimited

14
Warranty Miles
Anti-Corrosion
Warranty Months 60 60 60
Powertrain
Warranty Miles 60000 60000 60000
Powertrain
Warranty Months 60 60 60
Basic Warranty
Miles 36000 36000 36000
Basic Warranty
Months 36 36 36

2.3 SWOT Analysis

Strength :
1. Toyota Prius 3rd Generation the only vehicle available today to
offer 50 miles per gallon in combined city/highway driving.
2. Toyota Prius is the first hybrid car to be sold publicly in
Indonesia.
3. Toyota has grabbed the 34.7 % automotive market in
Indonesia.
4. Toyota has produced a large range of different vehicles across
many different markets and has the capacity to produce new
technology as it has already done before with the introduction
of the Toyota Prius.
Weakness :
1. Hybrid is new technology that is not "tried and true" and
little is known about potential maintanance issues.
2.Toyota's petrol and diesel vehicles have been around for
decades and have been proven reliable time and time again.
Electric/solar powered vehicles are new to the market and
consumers might be reluctant to swap.
3. Petrol-free design means the Synergy loses some
acceleration as a trade-off for economy and being
environmentally friendly.
4. No tax incentive for custumers to have eco-friendly cars,
making the price expensive.

15
Opportunity :
1. Petrol prices are currently high due to the cost of oil, this is
a perfect opportunity for a car that does not require petrol to
enter the market.
2. Heavy traffic build-up in Indonesia cities means congestion
and pollution are only going to get worse. The Prius is a low
emissions vehicle as and therefore will appeal to those
wanting to help "keep the air clean".
3. Trends of people to live greener.
Threat :
1. The competitor has similar product and has big brand as well.
2. At present the automotive industries are able to create diesel
engines that are as efficient and environmentally-friendly as
hybrid.

MARKETING SEGMENTATION, TARGET MARKET AND

POSTIONING

3.1 Market Segment

Toyota Prius Hybird has specific segmentation due to the

specialtechnology that was designed with high level commitment to
creating environmentally responsible vehicles.

We identify the market segment of Prius as below:

• People who are aware of the environment

Wanting to do more for the environment, having a desire to get a
better bang for their buck, and having a commitment to reducing
fossil fuel dependency. This targeted group is considered influencers
in the term that they are more educated, more affluent, which in

16
turn will help shape the (car) buying decision of their relatives.

Based on the research of Natural Marketing Institute’s labels for

LOHAS ( lifestyles of health and sustainability) consumers with these
following characteristics :
- very progressive on environment and society looking for ways to
do more
- not too concerned about price.

• Technology Adopter
Market segmentation and strategy for high-technology product
follow atypical pattern called “Technology Adoption Life Cycle”.
When new technologies are introduced, a typical marketing strategy
focuses on attracting the “Innovators” and subsequently the “early
adopters”

Innovators are defined as those who pursue products with the new
technology aggressively, consider technology to be central interest
in their life and buy because they enjoy exploring the new
technology features product. They represent a small segment of
total market (approximately 2.5%) but they are critical to accelerate
adoption in later stages. They validate a new product functionality
and bear the
burden of testing for other market segments.

Often the Early Adopter segment, an estimated 13.5% of the

market, is pursued in conjunction with the innovators. Early
adopters, perceived as “visionaries” in the market, buy new
products early in the life cycle. They are imaginative thinkers who

17
find it easy to envision and use new technology. They also rely on
their own intuition in purchasing, as opposed to depending on
references from others, and are more tolerant of bugs or glitches in
new products than average consumer.

A member of the early majority is considered to be highly practical.

They watch and wait for proven technology. As a pragmatist, this
consumer is disinterested in fads, as they want technological
evolution to enhance the existing technology. It is estimated that
34% of the total market for a given product falls in to early majority
segment.

Following them is the late majority, 34% potential buyers. Laggards

are at the tail end of distribution. Little attention is paid to this
segment by marketers due to its refusal to adopt or understand new
technologies.

3.2 Target Market

• Geographic:
Cities : All major cities in Indonesia
Region : Indonesia

• Demographic :
Sex : Male and Female
Age : 30-55
Social Economic Status : A and A+
Education : Have attended college and/or graduate school
Religion : All religions

• Psychographic :
Behavior :
Having respect for environment, responsible, energetic, dynamic,
technology- savvy, up to date, trend-setter, inspiring people to
think long-term.

• Lifestyle :
Buy and use “green” products and implemented healthy lifestyle.

• Interest :
Green product and high-technology product

• Insight :
Well-educated people who have high appreciation toward the

18
environment and technology for the future.

3.2 Positioning

In developing and marketing the Prius, Toyota has established a

strong model of how successfully aligning suitable goals and values
with lifestyle needs consumers, while drawing on its own core
competencies. Toyota continues to drive revenue growth and brand
equity from the Prius, which adds environmental benefit without
compromising traditional product quality, including such intangible
consumer values
as styling, forwardness and fun.

The Toyota Prius is not only hybrid vehicle in Indonesia market. It

should also symbolize hybrid vehicle technology to most Indonesian
consumers. A symbol that can reflects the spirit of green lifestyle as
sexy trend in this modern era. The Prius should be seen as stylish,
distinct, innovative, versatile, technological and smart as the
emblem of environmental sustainability.

MARKETING GOALS AND OBJECTIVES

The goals and objectives of all the Toyota Prius marketing strategy

19
in 2010 are :
• Prius will become Top of Mind for hybrid car in Indonesia.
• Prius will become the prestigious symbol of the green living
trend.
• Delivering and educate people the concept of green lifetyle.
• Increasing brand awarness and creating distinctive brand
image through the creative advertisement and experience the
excitement through brand activities.
• Increasing sales.

MARKETING STRATEGIES

20
5.1 General Marketing Strategies

Basically, the Toyota Prius’ marketing strategy is to continuously

spread awareness to people about the importance to keep the
environment clean. When people are already aware, they will have
the need to keep the environment clean and they will adapt it as
their lifestyle. A goal of lifestyle marketing is to allow consumers to
pursue their chosen ways to enjoy their lives and express their
social identities.

Awarenes
s

Need

Lifestyle

By emphasizing on the attention to the environment, a certain level

of awareness is expected to raise until it becomes an urgent need
and become an irreplaceable lifestyle.

The grand theme for Toyota Prius’ campaign in Indonesia is:

Be Prius, Be proud.

The theme will cover all marketing-communication activities for

Prius in 2010. It will try to touch the consumers’ emotional side,
make them proud to use Prius as a lifestyle. A susscessful product

21
by definition provides grafity a consumer’s needs and wants.
Product benefits can be intrinsic (e.g pleasure that results from
owning or using the product) or extrinsic (e.g monetary value
generated from owning or using the product). This communication
strategy try to grab both dimensions and therefore extend
relevance to multiple consumer segments.

With this theme Prius could be a pride for each and every of its
users, it will also highlight the prestigious aspects of the car so it
can compete with the more popular luxurious cars in the same price
range. People should have the prestige when they use Prius and
save the Earth at the same time.

The core Prius advantage is simple to understand-the car requires

less gasoline to run, and therefore cheaper to operate. The more
you drive, the more you “save”. In addition to saving money, Prius
also saves the consumers' time spent at the gas station, create
intrinsic pride for its owner as “responsible” consumer and provides
consumers with a role in addressing environmental concerns. The
latter benefit often is overlooked by companies outside niche
indsutry, but with societal challenges such as global warming and
foreign oil dependency becoming more prevalent, consumers
increasingly want to feel like they are part of solution, and Prius
makes this possible.

Prius will make its users feel like a proud grand ambassador. And as
people share their proud feeling with others, they will inspire and
influence other people. It will bring two benefits to Prius: spreading
knowledge on the importance to save the Earth and use an eco-
friendly car and the increase in sales.

Marketing strategies that will be used by Prius are Above the Line
and Below the line. Both categories are aimed at raising the brand

22
awareness dan shape the brand image as well as reaching the
positioning wanted by the target market. TV commercial will be
broadcast mainly on weekends, during sport or talk show program.

One of the critical main strategies is to organize some events to

build emotional bounding between the target market and the brand.
It can also be used as a medium to share experience. Since a strong
impression will have a long-term effect in human brain, they will
surely recall it when they are making decision. It is very important
to choose carefully the program, broadcast time, and the event
format, in order to make the marketing communication effective.

5.2 Marketing Mix

Product

Name of the Product: Toyota Prius 3rd generation (2ZR-FXE)

Engine Capacity: The engine has 1.5 liters to 1.8 liters—giving a

boost in horsepower from 110 to 134, and thereby reducing zero-to-
60 time by a full second.

Fuel Economy: Prius is the only vehicle available today to offer 50

miles per gallon in combined city/highway driving.

Price

Toyota Prius 3rd generation price is Rp. 585.000.000,-.

This commercial price is due to basic price + custom tax + other

taxes (PPN barang mewah, Pajak Kendaraan Bermotor)

Promotion

Above The Line Below The Line

TV Event Exhibition
- TVC : 60’ will be appear in At Mall, National/ International

23
weekend Car Exhibition
- Report Commercial

Print Ad Golf Tournament Sponsorship

- AutoExpert Magazine
- Esquire
- Bazaar
- Prestige
- Elle
Billboard Go Green Conference
Will be placing in business center Sponsorship
district such as in Jakarta is
Sudirman, Semanggi.
Radio : Talk show Touring Jakarta – Bali
Program : Plant 5000 trees
Online Marketing :
Online ad
Facebook
Twitter
Blog

Place

Channels: Toyota Prius available in Toyota Showroom in all major

city all over Indonesia. Locations: Toyota Prius is distributed to all
major city across Indonesia.

Income Statement Toyota Prius year 2009

Price per Unit Rp585,000,000

Profit per Unit (%) 15%

Profit per Unit Rp87,750,000

Unit Sold 19

Revenue Rp11,115,000,000.00

24
Income Rp1,667,250,000.00

Marketing Expense (Rp500,000,000)

Total Net Income Rp1,167,250,000.00

Projected Income Statement & Marketing Expense

Year 2010 2011 2012

Sales (unit) 100 200 300
Profit Per
Unit (%) 15% 15% 15%
Profit Per
Unit Rp87,750,000 Rp87,750,000 Rp87,750,000
Rp58,500,000, Rp117,000,000 Rp175,500,000
Revenue 000 ,000 ,000
Income Rp8,775,000,0 Rp17,550,000, Rp26,325,000,

25
 00 000 000

Marketing
Expense
Above The
Line
Advertisin
g
Television
- Commercial (Rp5,000,000,0 (Rp5,000,000,0 (Rp10,000,000,
Advertisement 00) 00) 000)
- Report (Rp2,000,000,0 (Rp2,000,000,0 (Rp2,000,000,0
Advertisement 00) 00) 00)
Print (Rp1,000,000,0 (Rp1,000,000,0 (Rp1,000,000,0
Advertisement 00) 00) 00)
(Rp3,000,000,0 (Rp3,000,000,0 (Rp3,000,000,0
Billboard 00) 00) 00)
Radio
- Talkshow (Rp60,000,000) (Rp60,000,000) (Rp60,000,000)
Online
Marketing (Rp50,000,000) (Rp50,000,000) (Rp50,000,000)
Below The
Line
Advertisin
g
Event (Rp500,000,00 (Rp500,000,00 (Rp500,000,00
Exhibition 0) 0) 0)
Golf
Tournament (Rp500,000,00 (Rp500,000,00 (Rp500,000,00
Sponsorship 0) 0) 0)
Go Green
Conference (Rp500,000,00 (Rp500,000,00 (Rp500,000,00
Sponsorship 0) 0) 0)
Touring Jakarta
- Bali (30 cars)
- Plant 5,000 (Rp200,000,00 (Rp200,000,00 (Rp200,000,00
trees 0) 0) 0)
Total (Rp12,810,000, (Rp12,810,000, (Rp17,810,000,
Expenses 000) 000) 000)
Total Net (Rp4,035,000, Rp4,740,000, Rp8,515,000,
Income 000) 000 000

26
 CONTROL

The main purpose of Toyota Prius marketing plan is to create an

integrated marketing concept in order to increase its revenue but
with optimum cost-efficient. Some aspects to be considered in the
process of Capri-Sonne marketing campaign:

- Expenses: monthly and annual.

- Check revenue and expenses every quarter.
- Distribution channel.
- Make questionnaire to consumer satisfaction.
- Brand awareness level.
- Market research.

27
 MARKETING ORGANIZATION

Johnny Darmawan, as President Director of PT. Toyota Astra Motor,

is primarily responsible for marketing activities. Together with
Marketing Director of PT. Toyota Astra Motor, Joko Trisanyoto,
Johnny Darmawan has a big challenge in Marketing Toyota Prius
especially in this Go Green era. This also helped by their marketing
team and other resources for advertising campaign, and of course,
creativity.

28