Product

As cited in www.paultan.org (2006), the Toyota Camry 2.0G model is a new edition of Camry. It
has the higher specification compare to Camry 2.0E model. Each Camry model such as 2.0E,
2.0G, and 2.4G still has some small differences among its model. But, basically, the standard
design, performance, benefit are similar. The different mostly only in its added function or
design.

Toyota Camry tries to build a great value in people mind since people first time see the car.
They build the first impression to win the people. It has elegance, fresh, and bold feeling when
people are driving it. It luxurious image of the interior gives the passenger space to relax,
reflects, and recharge inside the car. This 2.0G model engineered with high built technology that
deliver speed (www.toyota.com.my). With the extra power and control, it supports higher
performance of the car in delivering high speed and reaches their destination faster.

Nowadays, customers are expecting safety of the car performance. Therefore, Toyota also
concern to the safety in manufacturing the cars. Their manufacture their Camry with special
specification to provide safety to the passenger. The 2.0G model designed with HID that provide
brighter light compare to conventional halogen lamps and it enhances safer when driving at
night. It is completed with parking sensor in fear and rear side which benefit the driver to move
in and out easier during parking. ABS (Anti-Lock Breaking System) in the car helps to prevent
wheels from locking and stabilizes branking performance even on slippery road surfaces. During
the bad weather, driver will be safe with the front fog lamps which improve visibility.

According to Admin (2007), one of the strongest values that Camry has is it has built with four-
cylinder gasoline that combines together which have an electric drive motor. This engine
supports the fuel efficiency of the car.

Price

With the performance, benefits, luxury design that Toyota Camry has, Toyota Company set the
price of the car based on value pricing strategy. It means that they set the price based on the
car value in their customers’ eyes. Toyota Camry 2.0G price is RM151,246. Compare to the
competitor, Honda Accord has lower price that is RM143,800. From here, we can see Camry
cars are more expensive but it is worth in most of the customers eyes. Based on Motor Trader
Malaysia forum, most of the responders prefer Camry than Accord. Actually, the people who
can purchase over RM100,000 car will not be too price sensitive, around few thousands
difference are not important to them in order to get higher value car.

Place

Toyota is very competitive in introducing the new product to the consumers. There are many
places that have branch or sales agency of Toyota in Malaysia. Furtehrmore, Toyota has a total
92 of retail outlets and sales agent companies in Malaysia. It more focus in urban area whereby
there are more outlets in Kuala Lumpur, Negeri Selangor, Johor Bahru, etc. However, they have
outlets in suburban area as well. It is to ensure Toyota can explosure to the widest market.
Promotion

Toyota Camry is having advertisement in few local newspapers; include The Star, New Straits
Times, SinChew Daily, and Nan Yang Shang Pou. In these advertisements, it shows the Toyota
Camry’s outlook. Besides, it has few billboard advertising in Kuala Lumpur, Seremban, Johor
Bahru, Penang and few main cities in Malaysia. Television commercial was launching before
but it has been stopped after few new Toyota automobile models have been launched after
Toyota Camry, such as Vios and Corolla Altis.

Public relation department is publishing their annual reports to public. The annual reports
include the current financial situation and sales of the corporation. It boosts up the confident of
the customers in Toyota because the company is running well. They have their own website to
communicate with the customers and potential customers. All the models and information of
Toyota automobiles are being shown in own main website. Other than that, Toyota will give out
newsletter to the browsers who left down their e-mail address. Every latest and upcoming event
will be informed to them in order to keep communicate with them.

In this marketing plan, we are going to purpose few more communication mix and some
different tactics of current advertisement. At first, we are going to advertise Toyota Camry in
newspaper with the testimonials from our customers. Other than that, our advertisement will be
advertised in few magazines which can reach our target markets. Television commercial will be
launched again to prevent consumer forget Toyota Camry.

Outdoor exhibitions will be held in few urban areas. Exhibition is to have a personal selling with
consumers. The sales representatives can introduce Camry to consumers very well. Company’s
public relation department will responsible for publicity in printed media. We will have a test
drive press conference for the expert authors in automobile field. Besides that, we will send post
cards and birthday cards to our existing and potential customers in order to keep a good
relationship with them. Implementation

Basically, we separate the new communication mix approach into four timeframes. First stage
will be started from December 2008 to February 2009. We are going to advertise in
newspapers, include The Star, Sin Chew Daily, Nan Yang Shang Pao, Berita Harian, and News
Straits Times every weekend in these 3 months. Half page full colour of advertisement will be
used. The advertisements include the testimonial of the Camry users. Their words are real life
examples for our potential customers, and consumers are more believe in this kind of
testimonial. Thus there will be a word of mouth for our communication tool as well. According
our sources, these few newspapers have large based of readerships. Citizens in urban area
mostly have the habit to read newspaper. As our target markets are in urban area, this can
ensure our communication reach to them.

During second time frame, which is from March to May 2009, we are going to have exhibitions
around shopping complexes in few main cities every fortnight. There will be 6 to 10 sales
representatives in every exhibition. They will give detail information of Toyota Camry to our
potential customers. They can have test drive on the spot to experience it as well. The shopping
complex is where the families who as our target market spend their weekend time. The detail
places are shown in table below:

March 1 to 2 Jaya Jusco Terbau City, Johor Bahru

March 14 to 16 Jaya Jusco Seremban 2

March 28 to 30 Curney Plaza, Penang

April 11 to 13 KLCC, Kuala Lumpur

April 25 to 27 Mid Valley, Kuala Lumpur

May 9 to 11 Sunway, Subang Jaya

May 23 to 25 Klang Valley, Klang

In June of third time frame we will use our public department to influence the publicity to have
editorial and news story of our past exhibitions on Camry. Their professional viewpoint is
important to consumers. Those experts’ viewpoints are more neutral so consumers take it as
truer than commercial advertisement. During July and August, television commercial will be
launching again during peak time, 8p.m to 9.pm in TV3 and 8TV. In the commercial, we will
show the luxury interior and performance of Camry.

During last time frame of our promotion schedule, from September to November, we will have
the advertising on newspapers and magazines. The same tactic will be use on newspapers
which is only during Friday to Sunday. However, we will advertise in magazines that include
Businessweek, Malaysian Business, Golf Malaysia and Car and Drive. As our target markets
are aged 30 to 50 years old, according to V-Advertising Sdn Bhd, these magazines will be
suited to our target markets whose lifestyles are family oriented and leisure. They have the time
to read these current business issue magazines (Businessweek and Malaysian Business),
Automobile (Car and Driver), and leisure magazine (Golf Malaysia).

Other than that, post cards and birthday cards will be sent to a total number of 50000 of
Toyota’s existing and high potential customers. Postcard is to inform them our latest and
upcoming events while Birthday cards is send on particular target market’s birthday. This can
build up the relationship with consumers. When they want to purchase a car, our brand will be
the priority choice. Sales Forecast

According to our implementation, our sales have the space for increasing. Through the
testimonials from Camry owner, consumers are more willing to adopt and to be more confident
in our product. We foresee that will be more order from consumers. Other than that, during
exhibitions time, Camry can be sold even more units. This is because those target markets who
do not visit our outlet have the chance to allow our sales representatives to come to them and
introduce and exposure Camry in front of them. After had a good experience with it, they can
make the purchase on the spot. The other advertisement will have the same effect which is
increase our sales. During the activities are going on, we have a special team which is to
monitor and observe all implementations are on the right way. If there is some go wrong or
could not reach our particular activity’s objective, the special team need to do corrective actions
to make sure all go on the right way again.

We believe we can get 10% of the market size which is 8346 units’ sales in year 2009. This
means we can achieve our objective which is increase 10% of the sales in year 2009.