Marketing Communication



Table of Contents

INTRODUCTION3

BRIEF MARKETING STRATEGY4

Demographic Segmentation4

Psychographic Segmentation5

Geographic Segmentation5

MARKETING COMMUNICATIONS PLAN6

Marketing Mix Variables6

Marketing Communications Methods8

INTEGRATION PLAN9

Voice of the Customers10

Measurement and Feedback10

CONCLUSION10

REFERENCES12

Marketing Communication

INTRODUCTION

Toyota Motor Corporation is one of the leading car manufacturers in the world and grabs the number one position in the list of top 10 companies in terms of revenue and is followed by a Volkswagen AG and Ford with a vast difference. The revenue for the year 2009 was US$ 205,295.7 million. The Toyota Manufacturing UK is the manufacturing unit of Toyota in the UK region and was started back in the year 1989. Toyota Motor Europe was started in the UK back in the year 1963. The marketing of the company in the UK is conducted through National Marketing and Sales Companies in over 44 countries in the Europe alone.

The purpose of this Marketing Communications Essay is to frame the marketing plan for the Toyota's new car Yaris. Toyota is the biggest car manufacturer in the world. Hence, its position in the global market is secured. The company has created an image for itself whereby the customers view it as highly responsible and high quality company. The company has not only created this image but it has also maintained it over the years. When it comes to research and development, Toyota spends the largest amount on research and development which is the reason Toyota is the pioneer of many features in cars (Varey, 2002).

This car is not only smart to look at but offers the valued customers luxury with style. The basic purpose of introducing this car is to capture the turn in the downward trend in the demand for cars which is estimated to rise.

BRIEF MARKETING STRATEGY

The major marketing opportunities from the launch of new Toyota Yaris are that it will not only be the new product for the existing market but it will bring the brand back into the minds of the target audience. This is the high time of cashing the money that is available with people in the form of increased purchasing power. The target market for Yaris is based on the fact that the car falls in the category of lower/medium passenger car segment (C). This car provides extraordinary comfort from a C category car. The major market segments for this car can be divided into two broad categories. These are business customers and end customers (Kotler, 2004).

Demographic Segmentation

This car will cater to both the male and female audience. This means that that men and women will equally like the car. For those who do not like the red color, the car is also available in other colors. As far as the age of the target market is concerned, this will appeal to the young teenagers who want to go out partying and want a bigger car to adjust all their friends or people who are in the age bracket of 30 to 45 years of age. It offers many innovative features which will help Toyota in attracting a larger ...