Toyota's Integrated Marketing and Brand Orientation
Product
Toyota provides their customers with both tangible and intangible products ranging from cars to warranties. A product of high quality is usually self-marketed, and this is what makes Toyota vehicles so desirable. They have nineteen car models, which are further broken down into different categories:
- Passenger comprising of small, medium size, and large vehicles.
- SUVs & 4WD
- Hybrid
- Commercial
Toyota also offers vehicle parts. As far as the intangible parts are considered, they offer financial services, warranties, road assistance, car services and extended warranties.
Place
Toyota always puts their customer first and is aware of the importance of making its product available to the target audience. They sell their vehicles through dealerships and sales are made to costumers by the selling staff on one to one basis. The sales staff in all these dealerships works together in teams of seven or eight similar to their teams in the assembly plants. The staff is highly skilled with not only sales but also product information, data collection, finance insurance and order taking. Toyota focuses on the ‘pull’ strategy and make cars that the customer demands. Apart from this, Toyota has sales representative going from door to door in Japan.
Price
Toyota became the second largest two-car-maker company in the early 2000's. Due to their innovative designs and heavy investments in promotional activities, they have enticed customers all over the world. They built high quality vehicles and price them moderately.
Instead of calculating the selling price, they calculate the profit. They believe that it’s the market mechanisms and the consumers who determine the selling price. They also give utmost attention to waste elimination. The profit of the company has increased over time due to the high quality and low cost vehicles.
Promotion
Toyota uses different promotional strategies to increase their sales volume. They advertise themselves through radio, newspapers, television, yellow pages, flyers, billboards, Internet, word of mouth and brochures. They use catchy slogan to draw attention to their brand.
In addition to this they started with a cash back offer. These offers are given by the Toyota corporate to dealer and the consumers revive it as an instant rebate. Such offers especially attract the non-cash buyers. Some of the promotional schemes also allow the customers to use rebate as a down payment.
Clients that you do not reach directly can still benefit from your campaigns by viewing your print ads or hearing your radio and TV spots. Integration ensures that customers and potential customers receive the same information in all communications. You can also meet the needs of customers who search the Internet for product information by integrating your website design and content with other communications.
Communication Skills within Toyota Corporation(internal)
In Toyota Corporation engagement is achieved greatly through communication process. While many factors collectively influence engagement levels, the following communication-based elements indicate a strong engagement environment:
- Employees recommend organization to colleagues and friends.
- Immediate supervisors are rated as good communicators.
- Management is trusted in what it says and does.
- Communication is honest and straightforward, helping maximize organizational and individual performance.
- Employees truly understand organization’s business strategy.
- Employees are able to apply their knowledge of business strategy to their job duties.
- Accomplishments are recognized and rewarded.
Toyota’s futuristic value proposition is the key to business rather than focusing on instant trends because the one who focuses on future will set the trend.
Within various categories of consumer goods, it is easy to name a number of brands that are not only known for high quality products but also for their recognizable design. These brands use specific design features consistently over their product lineups. Through design consistency, brands can become solid and unmistakable. Most importantly, consistency also helps them nurture visible difference from their competitors, and product
differentiation is what makes brands prosper or wither. The team holds daily meetings with the company’s customer relations and technical teams to keep up-to-speed with key issues, and provides feedback internally
Using Social media platforms
Toyota's Facebook page: Sharing images and videos help Toyota get their fans to empathize and connect with aspects of the brand as a whole. Toyota’s Twitter account is very image heavy as well, with daily posts promoting its cars and retweets from its various partners.
Toyota’s social media network Pinterest’s account
One of the most followed boards is the Dream Car Art contest. This board features fantastical vehicles designed by Toyota’s youngest fans. On YouTube, Toyota does great in terms of having great content.
Instagram Ad Videos — Bite-sized Content
Ever since Instagram was optimized to display video content, brands have been leveraging on this new social media tool for advertising.
Their brand Response and communication to the target audience demonstrates effective engagement with customers across a comprehensive range of social media platforms.
Toyota GB’s social media team is the proud recipient of a 2016 Digi Award from CorpComms magazine for the best use of digital media in customer services.
In a dramatic departure from today's pedestrian motor vehicle advertising, Toyota South Africa has used internet comments from its online fan base to launch the C-HR, its new high-powered cross-over marque. one such review stated: "The fuel economy is fantastic on this car providing performance coupled with a high mpg. My fuel bill has certainly dropped since taking delivery of this car."
source: https://www.bizcommunity.com/Article/196/12/158510.html
Review: https://www.carbuyer.co.uk/reviews/toyota/c-hr/suv/owner-reviews
Using IMC offers significant advantages and a distinct competitive advantage for a company in the form of financial results, and the ability to compete at a heightened level with the synergy IMC provides the company.
https://digit.hbs.org/submission/toyota-social-media-monitoring/
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