Comment on project
INeal
ToyotaMKT310.pptxMadelyn Cain, Cole Nelson, & Kara Strukel
History
1936
Released first production car in 1936.
1957
Toyota Motor Sales U.S.A. founded in 1957 in Hollywood, California.
1967
By 1967, Toyota had become the third-best-selling import brand in the USA.
1982
Opened new headquarters in Torrance, California in 1982.
Image of the Brand
“Built to last, created to perform and designed for life, the Toyota brand stands for ensuring value, safety, and quality wherever your adventures take you”
Long lasting and reliable – family oriented and affordable
Sustaining the Brands Success
Long term planning
Paying attention to future needs / wants
Maintaining high standards
Brand Equity
Toyota has maintained its title of the world’s most valuable car brand for many years.
Toyota has been ranked the most valuable car brand in twelve of fourteen years the study has been conducted. Out of the fourteen, the two years Toyota wasn’t ranked in first (2010 and 2012) they were ranked second.
Packaging
Reduce packaging for less waste
Returnable and reusable packaging
Target Market
Toyota has had a target market of mostly adults from the ages of 50+.
Recently tried focusing for more younger and a more culturally diverse audience.
Vehicles ranging in price from $17,000 to $35,000.
“Total market” approach or as some call it, “transcultural mainstream market”.
IMC Objective
Television, radio, printed ads, newspapers, magazines, and more!
Toyota cares specifically for each culture and tradition.
In-House Agency
Spending on average $900,000 to $1,000,000 on advertising.
Toyota has a clear view of what sort of advertising it needs and is willing to let its agencies spend the money they think they need.
Brand Design
Primarily being marketed to the middle to upper-middle-class of income people
Many of their designs show off the car’s abilities to be used for not only going from A to B but taking families on trips through picturesque and nature laden areas.
IMC Media
It is very common to see advertisements for Toyota in different media such as on television, on the radio, in a magazine and/or newspaper, and over social media.
They do this to spread awareness and keep consumers updated on things such as new products, and/or changes to their company or current models.
Sales Promotions
Toyota offers cashback, low APR, and special Toyota lease deals
Direct Marketing
Toyota PR
Overall Assessment
Overall, we think that the IMC plan used by Toyota is extremely successful. Toyota has been able to use their IMC plan to build themselves up to the top, and remain at the top spot as the most valuable car brand.
