the document shows the detailed plan for marketing campaign for corolla in Egyptian market (developed as a practical training for the Marketing course in MBA ) the competitive advantage was the fuel consumption the document contains the steps for developing the marketing plan with details and also contains sample for the selected IMC Tools segmentation Targeting positioning marketing mix 4 ps place product price promotion budgeting market share this was an implementation for marketing course

1. Prepared By :
Mohie Eldin Ismail
Mohamed Abd Elmoneim Mansour
Marketing campaign for Corolla in Egyptian
Market
TOYOTA Marketing Campaign

2. Introduction
• Toyota Launched first car (SA Model) in 1947, “Toyota Production
System” formed in 1950 based on just in time principal.
• Toyota First global expansion in 1959 at Brazil.
• Toyota has been shaped by a unique set of values and principles that
have their roots in the company's formative years in Japan.
• Toyota selling 7.5 million models annually on all five continents.
• Toyota Corolla is the highest car sold in history by 45 Million Car.

3. Problem Statement
• Customers in Egyptian market when purchasing a new car
always focus on many parameters like car fuel consumption,
spare parts availability, car brand name, reselling price ,
strength of car agent in Egypt …etc .
• As Fuel price in Egypt is considered high in comparison with
Egyptian Income so we will focus on Toyota Corolla competitive
advantage of low fuel consumption in comparison with other
car brands.

4. Vision
• Toyota aims to achieve long-term, stable growth in harmony
with the environment, the global economy, the local
communities it serves, and its stakeholders.
• Toyota will lead the way to future of mobility, enriching lives
around the world with the safest and the most responsible
ways of moving people.

5. Mission
• Provide world-class safety to protect the lives of customers and
considering high priority on safety and promote product
development.
• Provide optimization of energy through developing various new
technologies from the perspective of energy saving and diversifying
energy sources.
• Customer satisfaction by deliver cars that will encourage and even
inspiring and that will thereby earn smiles from our customers.
• Through true mutual trust with partners, contribute to development
of new technology and improved expertise.

6. SWOT ANALYSIS
Strength
• Strong brand image in Egyptian Market due to durability,
reliability, Reselling price and value for money.
• Optimize Fuel Consumption.
• The company makes a large range of vehicles for both private
customers and commercial organizations.
• Lowest car reservation time at the agent.
• Toyota Corolla is the highest car sold in history by 45 Million
Car.

7. SWOT ANALYSIS
Weakness
• Shortage in the number of maintenance centers (16 official
maintenance centers).
• Effects of product recalls in recent years.
• Optimization of quality control process for cars fabricated
outside Japan.
• Shortage in show rooms affects sales as we depend on the
dealer showrooms.
• Poor marketing strategy.

8. SWOT ANALYSIS
Opportunities
• Increase the demand for the cars that have efficient fuel
consumption.
• Shortage in maintenance center and showrooms especially in
Upper Egypt.
• Absence of car test drives facility.

9. SWOT ANALYSIS
Threats
• Economic slowdown in Egypt.
• Shifts in exchange rate.
• Strong competition from new market entrants.
• Unstable political situation.

10. Competitive Analysis
Parameter Toyota Corolla KIA Cerato Opel ASTRA
Brand Image 3 2 4
Car Price 3 4 3
Fuel Consumption 4 1 2
Safety 3 2 4
Luxury 4 2 3
Number of Service Centers in Egypt 3 2 4
Spare parts 3 4 1
Resell Price 4 3 1
Maintenance Cost 2 3 1
Quality 3 2 4
Car Security 4 1 4
Total Weight 36 26 31

11. P.E.S.T Analysis
Political
•Instability in political situation in Egypt since 25 Jan 2011 affects
market decision for investors and creates a lot of troubles for
investors to have:
 A clear environment for investment planning.
 A clear regulations for the market because it was various
randomly.
 Frequent change of ministers who came with different
visions for decision making.
 Many investors stop import a lot of products to Egyptian
market and developing new products.

12. P.E.S.T Analysis
Economic:
Since the revolution of 25 Jan 2011, the economic situation
faced the following situation:
• Instability in foreign currency market and exchange rate.
• Low direct foreign investment.
• Decrease the customer purchasing power due to bad
economical environment in the country which badly affect
on company planning.

13. Social
Social factor is little effect in automobiles industry .It is mostly
affect by cultural change and people way of thinking change.
Example of social factors affect in automobile industry is:
• The demographics of customers are different.
• Buying pattern of customers may change in case of
economical rescission like what currently Egypt faces.
P.E.S.T Analysis

14. Technology:
• Toyota corolla has the highest technology in Egypt for Efficient
Fuel Consumption. In additional in fuel optimization
technology, Toyota Corolla new model since 2014 has various
technologies like AUTO-PARK, TRS, ESP, Sport Mode, Parking
Sensors and Back Camera …etc.
• These technologies make customers feel the value of money
when buying TOYOTA Corolla.
P.E.S.T Analysis

15. Goal
Goal
Campaign goal is :
• Increase customers awareness of new fuel saving
technology used in Toyota Corolla .
• Prove to customer that by buying Toyota Corolla is
getting the value of money.

16. Key Message
To prove to customers that Toyota Corolla is a reliable car
especially in efficient fuel consumption.

17. Objective
• Prove to customers that Toyota Corolla is leading fuel efficiency
technology in cars manufacturing industry worldwide.
• Confirm the strong brand image to customers in Egypt that
Toyota Corolla is a reliable car.
• Show the new technology adds to Toyota Corolla models like
braking system and driving system.

18. Segmentation
Geographic
Toyota Corolla is on road car suitable for all cities in
Egypt however big or small.

19. Segmentation
Demographic:
• Age: +30year ( as per law in Egypt ) up to 55year ( according to
health situation condition )
• Gender: Male and Female.
• Education: Per law in Egypt, any one to have a car license must be
able to read and write at least .
• Income: Usually someone with high income more than 120,000
LE/Year
• Family Size: Toyota Corolla is suitable for Family size up to 5 persons.

20. Segmentation
Psychographic:
• Socioeconomic : Social Class Mid-High social class
• Life Style: Customers who search for medium to high class of luxury.
• Behavior: Customers who search for reliable car ( efficient fuel
consumption – high reselling price – available spare parts )
• Values: The one who search to own Toyota Corolla is searching to
obtain the maximum value of his money.

21. Segmentation
Behavior :
• Usage Rate: Toyota Corolla is a reliable car that user can use any
time and for so long years without starting have troubles.
• User Status: Potential customer for medium luxury with higher
optimization for running cost for fuel and spare parts.
• Loyalty Status: almost the majority of Toyota customers paying
high loyalty for the company and always change for new car
models from Toyota.

22. Targeting
• Segmentation Size: In Egypt, targeting medium and high class
.Almost we have 10 Million people in this Segment.
• Segmentation Gross: In Egypt, its expected low gross due to the
pressure of economical crisis.
• Competitive advantage for Toyota Corolla will be (Efficient Fuel
Consumption).

23. • Segment structure attractiveness:
In Egypt, market has many competitors for Toyota Corolla like OPEL
and KIA. Toyota Corolla attractiveness for the customers are :-
 Saves money on the long run due to low fuel consumption.
 Strong brand image in Egypt Market so the reselling price for it
is high.
 Strong agent in Egypt ( Maged Elfateem )
 The value of money for the customer( Customer get what he
paid for ) .
Targeting

24. Selling Focus
In our campaign :
We will try to make clear for customer the attractiveness
point of purchasing Toyota Corolla especially the main
competitive advantage which is the efficient fuel
consumption

25. Campaign Slogan Message
Campaign will use slogan ‫توقفش‬ ‫ما‬ .This slogan is a message
for the customers that they don’t have stop Toyota Corolla car
in the same frequency of any other car for :
• Fuel station as Toyota Corolla fuel consumption is better than
any other car in Egypt.
• Repair workshops as Toyota Corolla spare parts are long life in
comparison with any other car in Egypt.

26. Managing Brand Equity
Brand Loyalty
Building loyalty relationship between Toyota and Customers by:
• Asking customers about luxury features that satisfy their needs and
wants for Toyota Corolla and try to modify Toyota Corolla version
with these features.
• Increase and add more features every year of creating a new version
of the car, in that way the company will earn the customers trust and
will build more relationships with customers to have their ideas.

27. Managing Brand Equity
Brand Awareness
• Increase customers awareness about new technology used in Toyota
Corolla car for saving in fuel consumption.
• Increasing customer’s awareness for new technology installed in
Toyota Corolla like AUTO-PARK, TRS, ESP, Sport Mode, Parking
Sensors and Back Camera …etc.

28. Brand Association
Satisfying customer’s expectation for luxury, new technology, high
quality and wide variety of features installed in the new Toyota Corolla
versions.
Preserved Quality
• Explaining our differentiation in Toyota Corolla technology & quality
versus competitors in Egypt.
• Customer shall sure for the benefits he will get from buying Toyota
Corolla instead of any other car.
Managing Brand Equity

29. Positioning
Positioning Strategy
• Position strategy will be ( Price / Quality )
• Strategy focusing that customer will receive high quality car like
Toyota Corolla with a bit higher price than competitors cars in the
market but customer will get ( VALUE OF MONEY ) by saving all
long car usage in fuel optimized consumption and available spare
parts .

30. Competitive Positioning
We will try to influence the consumer by what they expect from
Toyota Corolla brand image like optimize fuel consumption
Positioning

31. 4 P ‘S
Product
Toyota Corolla has the following advantages that satisfy customer
expectation and needs as following :
• Strong brand name in Egyptian market that Toyota is a reliable car.
• The most efficient in fuel consumption technology.
• Agent in Egypt is MAGED EL FATIUM who is considering the most
strong car agent in Egypt.
• Spare parts are available in Egypt however in the agent or private
spare parts store.

32. 4 P ‘S
Product
• Well known of high quality of spare parts and less trouble in
maintenance.
• Very stable car and hard working on the roads in Egypt however
roads bad conditions.
• Providing new versions for Corolla with additional features and
luxury that satisfy customer’s expectation and needs.
• A family car that suitable for 5 persons.

33. 4 P ‘S
Place
Toyota corolla is available in Egypt however purchase directly
from the agent or from sales agent in big cities inside Egypt.

34. 4 P ‘S
Price
Toyota corolla market skimming pricing will be :
• Provide several classes to satisfy our customers’ needs.
• Quality and image must support the price.
• Focusing that on long run, Customer will save his money from low
fuel consumption (Competitive Advantage of Toyota Corolla ).
Briefly , Customer shall be sure that buying Toyota Corolla will be
better than any other competitor car .

35. 4 P ‘S
Price
Toyota Corolla by skimming price will be in 3 classes to satisfy
customers need as following :
• Toyota Corolla Classe C Price: 180 000 LE
• Toyota Corolla Classe B Price: 190 000 LE
• Toyota Corolla Classe A Price: 210 000 LE

36. IMC Tools

37. 1 - Advertising
TV Ads

38. TV adv

39. Radio Adv

40. Teasers

41. Billboard

43. Susset

44. Susset

45. Susset

46. Internet Ads

47. Internet Ads

48. Newspaper

49. 2- Direct Marketing
Website

50. SMS BULK
‫كوروال‬ ‫تويوتا‬ ‫مع‬2016 ...
‫على‬ ‫ادخل‬ ‫المعلومات‬ ‫من‬ ‫لمزيد‬ ‫....ماتوقفش‬
www.toyotaegypt.com
19666 ‫تويوتا‬‫مصر‬

51. 3- Internet Marketing
Facebook

52. Facebook

53. 4- Sales Promotion
Toyota Corolla 2016 offering ….
Free fuel coupon.
Free maintenance cards.
Discount basic spare part cards.
Free service check .

54. 5- PERSONAL SELLING
For Customers :
Direct Contact (buyer and seller) at big malls
like Arab Mall , Cairo festival City
- Target Specific customer type
Ex : Communication comp
Petroleum comp
For Trade :
•Incentive and reward program.
•Coop advertising. (Continental tire /Mobile oil )

55. 6- PUBLIC RELATIONS (fake example foe sponsoring )

56. Campaign Time Line
Time plan
TOOLS
MAY June July August Sept Oct
Advertising
TV Ads
Radio Ads
Teaser
Billboards
Newspaper & Magazine
Susset
Internet Ads
Direct Marketing
SMS Bulk
Mail Server and Hosting
Internet
Website
Facebook Page
Sales Promotion
Exhibit
Gas Cards
Free Maintenance Cards
Discount on service (for first 1000 customer )
Personal Selling
Representitive
Public Relation
Sponsoring Events

57. Campaign Budget (The values does not reflect the real cost
The main concern is to give an example for campaign budget )
Item Cost
TV Ads 52,000,000
Radio Ads 3,500,000
Teaser 6,500,000
Billboards 46,000,000
Bumper Ads 1,000,000
Newspaper & Magazine 3,000,000
Susset 5,600,000
Internet Ads 1,400,000
119,000,000
SMS Bulk 1,200,000
Mail Server and Hosting 200,000
1,400,000
Website 150,000
Facebook Page 400,000
550,000
Exhibit 1,200,000
Gas Cards 1,300,000
Free Maintenance Cards 1,200,000
Discount on service (for first 1000 customer ) 1,500,000
5,200,000
Representitive 1,200,000
1,200,000
Sponsoring Events 1,000,000
TOTAL 127,350,000
Public Relation
Sales Promotion
Advertising
Internet
Direct Marketing
Personal Selling

58. IMC TOOLS Figures
92%
1%
1%
4% 1% 1%
IMC TOOLS %
Advertising
Direct MKT
NTERNET
Sales Promotion
Personal Selling
Public Relation

59. IMC TOOLS Figures
TV Ads
44%
Radio Ads
3%
Teaser
5%
Billboards
39%
Bumper Ads
1%
Newspaper &
Magazine
2% Susset
5%
Internet Ads
1%
Advertising

60. NOTE
•The document contains values does not
reflect the real cost such as advertising
•It just added for study purpose .
• The main concern is how to develop a
marketing plan for certain product as shown

61. Thank You