Toyota Camry Case Study: Marketing Mix, Market Segmentation, Communication Strategy, and Culture

Toyota Camry case study 1
Different ads, Different ethnicities, Same car.
Marketing mix components
The marketing mix for this particular case throws light on the 4Ps of the case (Armstrong et. al.,
2015). The product here is Toyota Camry which is a new car by Toyota and signifies luxury,
style and class.
The place in question is United States of America. Various different and diverse customers from
America are targeted.
Most importantly, this case talks about the promotion strategy adopted by Toyota. Television ads
are predominant promotion strategy. These ads are unique as they target customers based on
their ethnicities. Four different ads have been created with assistance from four different
advertising agencies for effective promotions.
Market segmentation
Market segmentation refers to the process of dividing the market into various segments of
customers (Cross et. al., 2015). These segments may be demographic, geographic or
psychographic. The customer segments referred to in the case have been divided on the basis of
geography and psychographic behavior.
African American, Asian-American and Hispanic customers as well as white people are targeted
by the brand. Psychographic segmentation refers to the process of segmenting the market on the
basis of lifestyle. Toyota Camry is positioned as an elegant, stylish, fast, rebellious and
affectionate. Therefore people who fall under the similar psychograph have been targeted.
Communication strategy
The communication strategy refers to the message that the brand wishes to convey to its
customers (Fill & Turnbull, 2016). There are various communication strategies adopted by
Toyota Camry. In the first ad, the brand wishes to convey that the car is stylish and that African-
Americans would be able to relate with this. They have adopted the strategy to positive realism
in order to avoid being stereotypical.