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8/8/2019 Toyota Promotional Campaign and Pricing
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Emphasis on quality.y Toyota's marketing efforts have focused on
emphasizing the positive experiences of ownershipand vehicle quality.
y
The ownership experience has been targeted inslogans such as "Oh, what a feeling!" (19781985, in theU.S.)
y "Who could ask for anything more" (19861989),
y
"I love what you do for me, Toyota!" (19901997),y "Everyday" (19972000)",
y "Get the feeling!" (20012004)
y "Moving Forward" (2004present).
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Analyzing strategiesy In developing countries corolla and camry are taken as
premium luxury cars.
y For e.g. high court judges are provided with corolla havingexecutive look rather than skoda or honda city which have
somewhat sporty looky The company provides 3 yrs warranty or 1 lac km on all
repairs with genuine spare parts
y Location pricing according to different cities.
y
Different packages for e.g. corolla power tilt sidemoonroof, cruise control, touch screen navigation system,all weather guard package, sport package, leather trimpackage
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Contdy A TL spending $64 million dollarsy Targeted urban males
y Half was spend on TV, other was spend on tv,newspaper
y BTL spending - $48million dollarsy Promotion and merchandising, sponsorships etc
y Promoted through advertisements as brand havingsporty look for e.g. corolla altis and fortuner
yTargeting upper middle class and higher upper middleclass.
y Festive seasons are capitalized by discounts, lowinterest financing.
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~MOVING FORWARDy 'Moving Forward'
y Having a passion for innovation and discovery
y Never standing still.y Designing and building cars and trucks that help
customers achieve their goals."
y "Moving Forward" is a new communication strategy
that allows for inspirational advertising that taps intofundamental human values.
y In Hispanic it is A vanza Confiado
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In America
y Toyotas latest ad campaignBeyond cars
y To contribute to society through the manufacturingof automobiles is founding
principle of toyota.y The ad features two team
members carrying a life-sizerepresentational frame of aCamry through the streets.
y The themes of the print ads
are:y We see ways to enrich the
communityy We see a greener tomorrowy We see beyond cars
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Greenathon Campaign
y INDIAS FIRST EVER 24HOUR LIVE TELEVISION
y 24 hours of nonstop television
dedicated to creating awarenessabout environmental issues
y Rs. 2.40 crores of donations willlight up 80 villages with solarpowered lanterns
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y The NDTV - Toyota Greenathon started across theNDTV network on February 7, 2009 at 7.00 pm
y A host of events were organized throughout thecountry as a part of the Greenathon:
y Cleaning up the Yamuna - NGO Swechha held the
first ever 24-hour Yamuna clean-up drive on the 7thand 8th Feb '09.
y Rock Concert at the Yamuna
y Mumbai City clean up drive
y Marathon Man - Model, actor and our Marathon ManMilind Soman ran for 24 hours supporting our cause of saving the environment.
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Pricing
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