Marketing Plan for Toyota Camry Ascent Hybrid: Segmentation, Positioning, and Marketing Mix

Running head: MARKETING
Marketing

MARKETING 2
Executive Summary
The main purpose of this report is to develop the marketing plan for the Toyota Camry Ascent
Hybrid. There are different analytical procedures used by the company such as segmentation,
brand positioning, and marketing mix. It can be evaluated that demographic segmentation is used
for segmenting the consumer on the basis of age and income. Along with this, brand positioning
is used for keeping the favorable position in the customer’s mind by using a distinctive and
unique selling proposition. Furthermore, skimming pricing strategy will be used to attract the
customers and influence for becoming loyal customers, It can be illustrated that one channel
strategy such as retailing could be used to sell the products. It can be recommended that the
company should provide a quality product with consideration of corporate social responsibility
and ethical consideration. This would be beneficial for increasing the revenue of the company.

MARKETING 3
Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Section 1 - Target Segment.........................................................................................................................4
Section 2 – Brand positioning......................................................................................................................5
Section 3 - the Marketing Mix – the 4Ps.....................................................................................................7
3.1 PLC and the Diffusion of Innovation.................................................................................................7
3.2 Type of Consumer product................................................................................................................9
3.3 Product – the “three levels” conceptualization...................................................................................9
3.4 Place................................................................................................................................................10
3.5 Promotion........................................................................................................................................10
3.6 Price.................................................................................................................................................10
Summary Table of your Marketing Mix................................................................................................11
Section 4 – Conclusion, ethics and social responsibility............................................................................11
References.................................................................................................................................................13

MARKETING 4
Introduction
The main purpose of this report is to develop the marketing plan for the Toyota Camry Ascent
Hybrid. There are certain limitations encountered in collecting the data is inadequate time, cost
as well as resources that creates complexities in accessing the information. The scope of this
report is wider as it would be beneficial for automobile companies to understand the strategies
for promoting the product into the marketplace. The information would be presented through
advertisement and social media. The information would be gathered from different sources about
customer need is conducting a survey after purchase.
Section 1 - Target Segment
Toyota Camry Ascent Hybrid can use demographic segmentation for arriving at the bulk of
customers. Demographic is a comprehensive technique for targeting the customers. Toyota can
use this technique for targeting the right population towards the Toyota Camry Ascent. Hence,
when the Toyota Company will apply this technique then it would be beneficial for arriving at a
high amount of societies in order to purchase the Toyota Camry Ascent. In addition to this, this
segmentation will divide the population base on the variable. Moreover, the demographic
segmentation will be categorized into different parts such as age, income as well as occupation
among others (Lei, and Moon, 2015).
As the age changes, different needs and wants are demanded by the individual. Hence, when an
individual grows up then he finds valuable to have a certain thing. When one completes the age
of owning a car and has financial constant then he would preferably choose the vehicle such as
Toyota Camry Ascent (Gupta, 2017).
Income may affect the type of product that an individual can purchase. Automobiles like
Mercedes, Ferrari, and other luxurious cars can be afforded by customers who can afford the