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2019, Toyota Prius Marketing Audit & Plan Study in Indonesia
The Toyota Prius is today's leading mid-size hybrid sedan in the world mass market. The Prius offers a stylish exterior; Hybrid Synergy Drive and an EPA label fuel economy of 52 miles per gallon (mpg) in the city and 45 mpg on the highway. The Toyota name is an important feature for the Prius. Toyota is the world's largest manufacturer of automobiles in both unit sales and net sales, and is the front-runner for new technology, including hybrid and fuel cell cars. In Indonesia, Prius was launched by the month of July 2009 and by the year of 2009 and it is only 43-unit population, way far from Japan and US sales of 208.900 and 139.682 unit respectively in the same year. The main problem of this lack of sales during our market audit was the product price. Prius as a product by nature has already attracted the Innovators and Thinkers even though there were no significant marketing efforts from Toyota Indonesia. The lack of marketing effort on Innovators and Thinkers are actually can be developed to attract more customers on these segments. The demographic and psychographic of the target market of Prius lead to the strategy of positioning the product. While repositioning is usually as a result of a mature brand that is not attractive, repositioning on Prius brand is more into redefine the competitive edge of Prius in Indonesia so the market can perceive the product as the one that fulfill the market needs. Toyota Indonesia needs to keep up the distribution channel and promotion based on price point set up. Of course, price point has high correlation on Toyota Indonesia investment on making Prius available to the market. If Prius assembled locally in Indonesia, then the price point of Prius is possibly lower. However, local assembly would result to high investment. Consequently, relying on correct distribution and promotion will possibly increase Prius sales by 20% in the near future. Finally having marketing audit and then analyze them into series of marketing plan, from S-T-P, Marketing Mix then goes to IMC as a final stage of our marketing plan proposal, herewith some IMC spot strategies: 1. Aligning with the communication objective, which is to create the needs in hybrid car and how to use and do its maintenance, the message strategy should communicate the benefit first, followed by a glance of the use of hybrid car. Since it's a kind of new car category, Toyota Indonesia needs to put more descriptive explanation in communicating the message 2. Prius marketing should be more aggressive in their communication and use mass channel such as TV commercial and business magazines in addition to their current events channel since we targeted wider group of potential consumers than the current one.
Asia Pacific Journal of Management and Education
Case Study on Market Mix Strategies of Toyota Motor CorporationThis study consists of a brief description on “Sales Promotion of Toyota Brand into Car Owners in north-west Karnataka cities”, which was undertaken to look into the position of Toyota in north west Karnataka market and to know the public towards Toyota. To fulfill the purpose of this study, we prepared a questionnaire to find out the relevant primary data pertaining to the functioning and to know the penetration of Toyota Brand in the minds of Car Owners in the study area. The data was collected based on the information given below: • The management of the organization. • Faculty (Educational Institutes) • Students (Educational Institutes) Besides the primary data collected, we have also referred and collected the relevant secondary data from the various sources like magazines, books, newspapers and website. Based on the relevant primary and secondary data a comparative analysis has been done so as to find out the areas of excellence and areas of improvement for the organizations.
Procedia Economics and Finance
Enhancing Promotional Strategies within Automotive Companies in Malaysia2013 •
International Journal of Scientific Research in Science and Technology
Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch).The effective and efficient application of Integrated Marketing Communication can play an important role in efforts to increase sales. The study was conducted to determine the effect of Integrated Marketing Communication variables such as Advertising, Sales Promotion, Events or Events and Public Relations on Brand Equity of Toyota Calya cars at PT. Hasjrat Abadi Gorontalo Branch. This research used the non-probability sampling method of incendental sampling by distributing questionnaires to 110 respondents using direct forms and Google Drive. Respondents namely consumers of PT. Hasjrat Abadi Gorontalo Branch who bought LCGC cars. The results of this study indicate that sales promotions, events and public relations conducted by companies have a positive and significant effect on brand equity.
ARTICLE INFO ABSTRACT Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC). HMIL is the largest passenger car exporter and the second largest car manufacturer in India. Even though it is considered as one of the largest car manufacturers in India it is very much essential for the company to know about what customer think about Hyundai cars in India to be successful in market. In traditional days there was trend where the companies used produce the goods and the products will be sold from the manufacturer's point of view. Traditionally the companies had a perception that whatever we produce the customer will buy it. But now the scenario has been completely changed we need to bend our way of producing and selling of products to the customer. It should be customer oriented. As we all know automotive industry in India is one of the larger markets in the world and there are several manufacturers of automobile products in India. To sustain in this competitive environment, we need to differentiate our products from the competitors for doing that we have to understand the customer very well. This project is based on the survey, which will be done in the Shimoga city. We will take almost all aspects & suggestions from customers, which are related to branding and brand positioning. The market survey report will help the entire organization by making them to realize the importance and impact of brand positioning. The data will be collected by the help of questionnaire. This gives us an opportunity to apply our classroom learning to apply for real life situation.
2015 •
The aim of the research was to examine the effect of integrated marketing communicationson brand equity at authorized automotive companies in Indonesia. In this research, the integrated marketing communicationsconsist ofthe dimensions are personal communications,advertising, sales promotions, publicity & purel, instructional material, and corporate design. Meanwhile, the brand equity consist of the dimensions areband awareness, brand loyalty, perceived quality, andbrand association.Research methods used for this research were descriptive analysis which was usedfor qualitative variable, andverificative analysis consisted of hypothesis test byusing statistical tests for causalities things. The analytical tool that being used is descriptive analysis for variables that are qualitative and verificative as hypothesismeasurement by using statistic test analysis tools name structural equation model with Lisrel. The analytical units consist of the customers as new car buyers of the automotiv...
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