Promotional Strategy of Hybrid Automobile to Indonesia Society (Analysis of PT Toyota Astra Motors’ IMC Strategies on Launching Toyota Prius Gen.III in Jakarta)

Promoting or introducing hybrid cars to the people need different promotional strategies. Even though it stills called a car, it embraces different system, which is hybrid. Hybrid car is a car that uses two combined systems as the motor engine; they are electrical engine and conventional engine.

Theory used in this research is diverse, ranging from communication theory, theory of marketing, through IMC theory. However, the main theory in this research is the IMC theory and message interpretation are used as the guidelines to finish the thesis.The research method used in this study is analytical qualitative method with source of information gathered from customer of Prius Gen. III that located in Jakarta.

Conclusion obtained in this study is that there is a differentiation between the message that PT TAM wanted to be acknowledge by the target market with the acknowledge message received. PT TAM wants Toyota Prius Gen. III to be acknowledge as an environmentally friendly car, as for the people they
acknowledge it by the efficiency in fuel. This differentiate make Toyota Prius Gen. III uniqueness gets less as the first hybrid car in Indonesia.

William Leonard Wantah // 2010
Promotional Strategy of Hybrid Automobile to Indonesia Society (Analysis of PT Toyota Astra Motors’ IMC Strategies on Launching Toyota Prius Gen.III in Jakarta)