Marketing Communications Report

This report analyzes marketing communications strategies for Toyota Prius in the UK market, evaluating the effectiveness of various tools like advertising, public relations, sales promotion, and sponsorship. It also presents a strategic marketing communication plan, considering the communication process within a global context and incorporating SWOT, PESTEL, and PLM analyses.

Marketing
Communications

Table of Contents

INTRODUCTION
Marketing communication is a complex and fundamental part of an organisation
marketing efforts. It can be described as all the media and messages that an organisation deploy
to communicate with the market. Moreover it refers to the means adopted by an organisation so
as to convey about its products and brands to its customers with the intention to persuade them to
make purchase.
TASK A
Critically evaluation of the characteristics, features and effectiveness of the marketing
communication tools for Toyota Prius
Toyota motor corporation is a multinational automotive manufacturer which was founded
by Kiichiro Toyoda in 1937 and it’s headquarter is situated in Japan. In addition to this it is
considered to be the world largest market champion in sales of the hybrid vehicles as well as
encourages mass market adoption of hybrid vehicles in all over the world. Apart from this it
deals in four range of its products and they are namely hybrid range, commercial range, petrol &
diesel range and fuel range (Blakeman, 2018).
Analysis of specific product
Toyota has launched the Hybrid product line to cope with the elevated expenses of fuel
and for conscientiousness over the environment.
Toyota Prius Hybrid is the use of the Hybrid Synergy Drive, that perfectly optimizes
strength from both petrol engine and electric powered motor in accordance to the using
circumstance. The electric car (EV) which permits the car run purely for low noise and zero
gasoline intake.
United States based environmental protection agency and California Air Resources Board ranked
this product as a higher cleanest equipments which are sold in the United States which are
majorly based on smog- forming emissions. In 2018 Prius eco has been ranked as the second
most fuel efficient gasoline-powered car which is available in US without plug-in capability
(Carroll, 2015).
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Segmentation, targeting and positioning
The company has targeted the UK market for the Prius model as the trend of the
customers in UK regarding the hybrid cars is increasing. Also this car is developed considering
the trends of customers and market due to which it can provide the satisfaction and good
experience to the customers. Part electric, element petrol-engine, the new Prius is the maximum
ecologically pleasant vehicle on the road today, and it's all the way down to its hybrid synergy
drive. For the UK market this is a revolutionary form of engine that mixes petrol and electrical
power to maximize fuel economy and energy expenditure even as minimising dangerous waste
emissions.
In order to create awareness about the environment, in terms of low-emissions, the Prius
demolishes every other vehicle on the street. From the advert released by Toyota Israel, they
proudly highlights the Eco Friendly characteristics of Prius, saying that Prius is less polluting
than a sheep.
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Profiling of the target market
Toyota Prius belongs to medium/lower income passengers car segment as well as market
for Toyota hybrid car can be segmented into two major categories and they are namely consumer
buyers and business buyers. In addition to this Prius is considered to be the first mass produced
hybrid car except Honda and there doesn't exit any kind of substitute of this type of car and
because of which competition is not stiff (Cornwell, 2014).
More specifically it can be said that Toyota Prius has targeted the UBERS drivers because of low
operating cost and seems that Prius become the first choice for Toyota business buyers. This is
because this car terms to be quite different from rest and drivers can easily add list of safety
features ranging from adaptive cruise control to a pre collision alert system, a lane departure
warning system and a head-up display.
Market communication tools
Marketing communication tools can be defined as a strategy, witch is used by Toyota
organisation in order to reach target market through different types of communication channels.
It includes advertising, sponsorship, public relations ,direct sales, personal selling.
It basically involves sharing of informations, concepts and meanings by the source who is
a marketer to the receiver who is a customers about the goods and services via, advertising,
publicity, sales promotion and salesmanship (.Dahnil and et. al.,(2014).
There exist different types of marketing communication tools which can be used by
Toyota firm in order to market its specific product that is Toyota Prius and they explained below
(Fill & Turnbull, 2016):
Advertising:
Advertising is defined as a marketing plan of action which majorly involves paying for
space to promote any specific products or services to increase its efficiency to act productively in
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market conditions. It basically includes advertisement through social media, TV, magazines,
banners, pamphlets, newspaper etc.
Their advertisements additionally uses numerous classes of advertising and marketing
communications messages such as: cognitive ads, emotional ads, photograph advertisements as
well as endorsements with the intention to entice the audience.
TV come first medium due to its huge reach and its excessive impact that is beneficial for
showcasing a high impact product including a vehicle. Print adverts are included in car industry
magazines witch are targeting the potential buyers or in quality newspaper such as Daily
Telegraph, The Times, The Independent, Financial Times, Auto Express.
Toyota uses billboards types of advertising for Toyota Prius so that large number of customers
can easily view it and get attracted to make purchase of the products. Placing these at busy
junctions will complement TV and print advertising .
AIDA Marketing Theory:
In order to create awareness about the specific product that is Toyota Prius the best
marketing theory which can be applied by Toyota is AIDA which is explained below:
AIDA stands for attention, interest, desire and action as these are the four stages through
which the customers goes while viewing or watching an advertisement. If the Toyota uses this
theory then the very first role of advertisement is to attract large number of targeted customers
and once the ad grabs attentions of the customers it has to invoke interest among the consumers
towards the products (Karjaluoto, Mustonen & Ulkuniemi, 2015).
Attention:
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This is the first role of advertising, so in order to grab the attention of customers, manager
of Toyota should use colour, layout, typography, model of Toyota Prius as per the customer
preferences. In addition to this manager should also clearly specify about the features and
effectiveness of the specific product name Toyota Prius Thus, it will help an organisation to grab
the attention of the targeted customers.
Interest:
Once the attention of the customers are being grabbed then the advertiser of Toyota firm
should ensure that customers are being invoked again and again by rendering advertisement
through social media, newspaper and by carrying out some sponsorship programmes like cents,
etc. on continuous basis so as to create interest in the viewers minds.
Desire:
After creating interest in the mindset of customers manager of Toyota must ensure that a
sense of desire is being generated among consumers in a manner that that they become force to
use the product.
Action:
In this step manager of Toyota will expects the viewers will take action intermediately
and it can be in the from of shop address, website address or purchasing of products.
Public relation:
PR(public relation) is defined as a practices which manages a spread of an information
between an individual or a business entities and public. Press meetings create high-quality public
relations. These can be used for the launch and early degrees of the Prius to elevate cognizance
and create hobby for the brand new product, simply as educate the general public approximately
the Prius’ features. Effectiveness might be improved when PR appears in media up through the
target marketplace. The Prius will be exhibited in appropriate shows and exhibitions inside the
motor enterprise to create awareness through market. In addition to this for creating awareness
about Toyota Prius Toyota is creating different services online which helps ensuring that the
company brand is quite stronger that rest. Apart from this social media sites such as Facebook
work as a best and vast opportunity for maintaining good public relation as it helps in promoting
brand online to millions of people.
Sales promotion:
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According to the American marketing association, sales promotion is defined as those
activities that supplement or co-relates both personal selling and advertising, also co-ordinate
them and help to increase sales at an optimised stage. For example firstly in order to promote its
product Toyota Prius, Toyota uses penetration pricing strategy in which price of product are beg
kept low so that large numbers of customers get attracted towards theory products and services.
In order to promote its new product Toyota Prius ,Toyota uses a sales promotion technique
which included that Toyota Prius will lease for only $ 269 per month plus tax rate $2999. This
has helped Toyota to boost up its sales revenue to a large extent by influencing customers to
make purchase. More important a government backed agency, charged with encouraging purifier
fuels, will refund a £1000 to the primary 200 buyers of the Prius. To get the most important gain
out of this Toyota need to advertise this reality.
Direct sales:
Direct selling is defined as selling of products or services directly to consumer in the non
retail business. It is also defined as face to face presentation, demonstration and sale of products
or services usually selling to them on personal basis. If the Toyota uses this communication tool
for selling its product name Toyota Prius then it will help to eliminates several middlemen who
are involved in product distribution such as the wholesaler and regional distribution centre.
Moreover it can be said that it is a sales type which implies that there exist direct contact with a
buyer without the interference of any third party.
Toyota uses Direct mail for the purpose of direct sales and this is done in the form of newsletter
so as to create consciousness before the launch and to render then the opportunity to know about
the goods by test drive etc.
Sponsorships
It is considered as an increasingly common form of promotional activity where a firm
renders support for an event, organisation, charity, venture etc., by providing any kind of
resources or money so as to obtain positive publicity. Moreover it can be said that it is a form of
marketing in which the corporations pays some are all the cost associated with a program or
project in exchange for recognition.
Toyota in 2016 has response Tumblr and Yahoo's lives stream of the country music festival
Stagecoach and the vent were name as Coachella's sister event which has helped Toyota to drew
about 75,000 fans and the video player included Toyota brand at the top of the page.
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Therefore the best marketing tools which can be applied by Toyota organisation in order
to market its specific product Toyota Prius is advertising and sponsorship (Finne & Grönroos,
2017). This is because with the help of advertising strategy like social media, newspaper,
magazines etc., an organisation can easily create awareness among large number of target
customers as most of the target peoples are connected to social media and it will even help the
organisation to save time and cost as well. Whereas sponsorship will help Toyota to obtain
positive publicity.
Personal selling
Is defined as a selling process, where a salesperson sells a product or service to a client
by direct interplay. Personal selling is executed through the local dealers who in advance have
been trained with all the characteristics and benefits of Prius and how to overcome objections.
Personal selling will play of fundamental significance when targeting the corporate/ fleet
shopping because these clients buy in bulk they assume to receive a presentation by a Toyota’s
consultant to convince them that Prius is suitable for their fleet. The cost of training and
personal selling are assumed to be included in supplier’s and Toyota’s overheads. Is vital due to
the fact that an automobile is a high involvement product and greater conviction for purchase it
is given through PS.
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Conclusion
Marketing communication tools like advertising through social media, newspaper and by
carrying out some sponsorship programs which are being used by Toyota firm for advertising
about its specific product name Toyota Prius has termed to be effective enough (Kim and et. al.,
2014). As sponsorship types of marketing communication tool has helped an organisation to
create positive publicity and image of a firm in the mindset of the customers. This, overall it can
be said that such marketing communication tools has helps business to gain competitive
advantage in marketplace and to increase its sales and profitability ratio as well.
TASK B
Strategic marketing communication plan to market the product in the UK and evaluation
of how the elements of Communication Process do apply within the global context.
Strategic Marketing is a procedure of planning, growing and implementing maneuvers to
reap a competitive part in selected area of interest. This method is necessary to outline and
simplify an immediate map of the enterprise’s targets and a way to obtain them.
Strategic Marketing communication plan is helpful for determining the objectives of the
company which must be accomplished by executing the business activities and operations
(Lilleker, 2015).
Marketing communication plan covers the analysis of internal and external environment
of a business along with the market conditions, and fallow the stages as mission, objectives,
planning, implementation ,control and budgeting .
Toyota is providing their Toyota Prius to the consumers in UK for improving their
experience and to achieve high markets share in the Auto mobile segment of UK. The hybrid
auto mobile market in the UK is increasing which is a great opportunity for Toyota Prius.
Marketing objectives: The objectives of the Toyota for introducing the Prius car is to
enhance the travelling experience of the customers as well as to cover more market share in the
UK market. The car is equipped with features such as fuel-efficient, futuristic design, powerful
torque etc. for attracting the customers (Parente& Strausbaugh-Hutchinson, 2014).
Mission: The mission of the Toyota is to provide the best quality cars to the consumers
by using the innovative and unique features. The mission statement also suggests that Toyota
actions forward based on satisfactory, innovation and environmental conservation. The main
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reason for launching this car is to increase the market share of the firm by providing features
such as fuel efficient, luxurious interiors.
Marketing planning process: The company is using the marketing communication tools
for marketing planning process for introducing the Toyota Prius to the customers of UK. This car
is introduced by the company for attracting the customers towards the firm and to improve the
customer base of the firm. Company is doing the analysis for determining the market trends and
conditions of UK. Marketing mix elements can be used by the Toyota for improving the
performance and growth of this new product in the market of UK.
Marketing mix
Product: Toyota is introducing their new product in the UK market i.e. the Toyota Prius.
This is a Hybrid car by engine having fuel economy of 24 km/l combined. The capability of the
engine is 90kW horsepower. Also the design of the car is futuristic along with the powerful
torque which attracts the customers automatically towards the car (Royle & Laing, 2014). The
car is equipped with features such as large touchscreen system, dash mounted gear shifter,
decorated interiors, solar roof etc. which will attract the customers and satisfy them in terms of
quality, features and efficiency.
Price: The company can use the onrush pricing strategy of the pricing apart from the
skim pricing strategy for introducing the Prius in UK market. This is why, because the demand
of the hybrid cars is dynamic in nature and the sales of the car can increase due to the low prices
and quality based features. Also Toyota has strong balance sheet or financials which will assist
the Prius model in gaining growth and competitive advantage.
Promotion: The Toyota Prius can be promoted in the UK market by using the advertising
, promotions and face to face selling. The car is also encouraged in the movies and and television
shows such as CSI Miami, Weeds, Evan Almighty, and Superbad in which the actors themselves
drives the car. Through these, the Toyota Prius has acquired a good reputation and brand image
in the eyes of customers.
Place: The Toyota is having a large number of stores or showrooms in all over the world.
Currently Toyota is controlling around 16% of the market share in the UK market due to which
the company has Prius has the potential to gain growth. Also the firm has assembly plants in the
United Kingdom which can provide their support in the distribution network. Also the sales,
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marketing, distribution etc. are conducted through a separate subsidiary of the firm i.e. Toyota
Motor Sales.
Marketing communication strategy and evaluation of how all the elements of communication
process is applied within a global context.
Marketing connection process helps in promoting the values of the brand so as to develop
the perception of the customers in regards to the attribute of the products and to with success
point the goods in the consumer's mind. This, it can be said that there lies an importance of
marketing level of communication scheme for the firm (Shen and et. al., (2016).
For a better evaluation of macro environment, a PESTEL analysis will show how the external
factors affect the Toyota company.
Political Factors: Toyota Prius has a high-quality political based impact due to the fact by way
of production hybrid vehicles, when a country majorly reduces the dependence on price of the
petrol. This is a huge achievement for countries that does not have large petrol resources.
Economic Factors: Customer's are willing for picking the Prius because of the gasoline financial
savings over the years. Also, the value of insurance and avenue tax for the Prius is distinctly
lower that a normal gasoline car.
Social Factors: Since alternate within the weather is a extreme issue, Toyota produce Prius to be
able to no longer deliver pollution to the surroundings. Although the Prius is considerably higher
in fee than traditional cars, with era growing within the near destiny it is very possibly that the
price of the Prius will decline consequently as the Prius’ era emerge as extra familiar.
Technological Factors: In this, recharging time is almost one and a half of hours for 240V AC or
3 hours for 120V AC. The plug-in will transfer to hybrid level of mode, which provides an
anticipated forty nine miles consistent with gallon. In order to rise the mileage, the Prius has
been built from a body of lightweight type of the materials which majorly consisting of carbon
fiber, components of an Aluminium, magnesium and titanium.
Legal Factors: According to the United States department of electricity lead programs workplace
(LPO), it encourages develop smooth power technologies. This is to make contributions
meaningfully to the objectives of which include process advent, decreasing dependency on
foreign oil.
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Environmental Factors: The Prius in contrast to other motors, does now not produce gases which
include carbon dioxide, carbon monoxide, oxides of nitrogen. Not handiest does the Prius, offer a
public gain but on the equal instances it does now not compromise on its safety, nice and
capability.
Toyota can use the SWOT analysis for the situational analysis as discussed below (Petersen,
Kushwaha & Kumar, 2015):
SWOT analysis
Strengths Weakness
 It is the World’s third largest car
manufacturer which spends huge
amount of money on R&D and
innovation.
 Company is having a strong brand
portfolio such as Corolla, Lexus etc.
which attracts customers automatically
towards the company.
 Also the brand image of the firm is
good among the customers due to the
quality and features provided in the
products.
 Weak understanding of European
market and culture is a weakness for the
company.
 Also the Distribution network or car
dealer network of the firm is weak.
 Also the firm is operating in more than
170 countries due to which the
company is facing problems in
operating its functions smoothly.
Threats Opportunities
 Mostly cars of the company are
manufactured in US and Japan only due
to which competitors has the advantage
and company has threats.
 The change in an exchange rates has
affected the profits generation and cost
of production based raw materials of
the firm which can be considered as a
threat for the company and advantage
 Prius is fuel efficient due to which
company has opportunities to grow in
UK market.
 The firm is using the hybrid technology
in introducing new models due to
which the company has opportunities to
grow in future time period.
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for the competitors.
For the product Toyota Prius of Toyota in the market of UK it is essential for the
manager of firm to take into consideration Product Life Cycle Management (PLM) theory so as
to develop a marketing communication strategy (Strauss, Frost & Sinha, 2014).
Product Life Cycle Management(PLM) theory
Phase 1( Conceive):
This is a primary phase of product life cycle which manager of Toyota must shape the
necessitate of the market along with customers. The product Toyota Prius has been factory-made
by an organisation by taking into consideration youth market preferences. The enhanced features
like automatic headlamps, rear parking sensor, rain sensing wipers, keyless entry, climate
control, passengers airbags etc. will easily attract the people of UK. Moreover at this level an
investment is being done by research and development department so as to enhance level of the
technology up to the level of maturity.
Phase 2( Design):
In this phase the main responsibility lies in the hand of Research and development
department as its there responsibility to plan the product with taking into consideration market
information regarding consumers taste and preferences.
Phase 3( Realise):
In this phase after designing the product the accredited bourgeois of the Toyota firm will
fabrication an actual product for a final usage and boost product that would be tested so as to
check the performance and the quality of the product.
Phase 4(Service):
In this manufactured product Toyota Prius would be distributed to a merchandising points
and backed up services centres would also be there so that if any kind of issue is being faced by
customer with the product then it can be immediately solved out.
In the discourse of global marketing communication has termed to be an essential with
a factors like localisation, information influences the sales bulk of an organisation. The analysis
of differences in cultural aspect is essential while trading at international level and effective
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strategy can only help the business to bring success to an organisation that are planning to
manager their business operations at global level or have global existence and it can be done only
with the help of PESTLE analysis which includes analysis of political, economical, social,
technological, legal and environmental. The product life cycle management approach doesn't
consider social and cultural influences of the individuals in United Kingdom as per global
purpose of the business regulation and it can directly effect the sales ratio of Toyota organisation.
CONCLUSIONS
From the above report overall it can be concluded that marketing communications is
essential to create awareness of the product and services that a company is dealing with. There
are different types of communication tools like advertisement, sales promotions, sponsorship,
public relation etc. and the best suitable tools for Toyota is advertisement and sponsorship so as
to gain more of competitive advantage and to attract large number of targeted customers towards
there products and services.
Moreover a detailed analysis of the elements of communication process which serves an
organisation to reach its goals is also being examined in this above report. Additionally, strategic
marketing communication plan has also been prepared and the marketing communication
strategy like product life cycle management strategy has al been discussed for an organisation.
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REFERNCES
Books and Journals
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Online
10 Types of Sponsorship Packages Big Brands Love. 2019. [Online]. Available Through:
<https://www.eventbrite.com/blog/sponsorship-packages-ds00/>.
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