TOYOTA

Toyota

Toyota

PROMOTIONAL MIX

Toyota is accelerating its sales through huge promotion. They segment their brand according to age, sex, race, and lifestyle. They generate their sales through attracting all types of customers by different promotional mix. Toyota has followed a tailor-made approach to advertising its various subsidies.

ADVERTISING

It is the most effective element in the promotional mix. Advertising helps to introduce the products to a wide audience quickly by means of television, the press, outdoor, cinema and radio. (Jobber, D.2006: p.498). The aim of advertising is not only to make high volume sales but also to create a brand loyalty among customers. Toyota has been spending 100 billion Yen every year for overall advertising .Toyota, which has its own advertising department also, has collaboration with external agencies for advertising its brands.

INTERNET

Internet is the cheapest method of promotion. Toyota uses electronic media to advertise its products. Toyota has a website from which consumers can obtain instant information on products or services to aid them in their crucial purchase decision (Toyota, 2009). As part of the cost cutting measures Toyota has been increasingly using electronic media since 2006.

PERSONAL SELLING

Personal Selling is a promotional measure which involves oral communication with the prospective customers in order to sell products (Jobber, D.2006, p.545). This type of promotion is done in exhibitions and shopping mall where large number of people gathers. Toyota occasionally uses this method of promotion.

PUBLIC RELATIONS

Public relations is the effective management of relationships and communication to improve the mutual understanding between the company and its public.(Jobber,D.2006: p.646).Public relations can be used as a powerful tool for creating awareness and to improve the reputation of the company. Toyota focuses on maintaining good relationship with press, media and the general public. The media in turn gives Toyota good coverage whenever they launch new products or take any strategic decisions. Toyota's website has been used as an effective communication medium between the organisation and the public.

SALES PROMOTION

Sales promotion is a crucial component of promotional mix. It is providing incentives to customers in order to stimulate sales(Jobber,D.2006,p.448).Following the credit crunch Toyota sales have been deeply hit. So Toyota has been offering numerous promotional offers to the customers. The most commonly used promotional method used by Toyota is to offer money off on its cars .Currently Toyota UK has declared numerous discounts on the purchase of AYGO, Avensis, Auris models (Toyota, 2009). ...