Toyota Corolla Creative Brief

This creative brief discusses the objectives, target group, focus, and reason to believe for the Toyota Corolla communication plan.

Running head: TOYOTA COROLLA CREATIVE BRIEF
TOYOTA COROLLA CREATIVE BRIEF
Name of the Student
Author note

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Project name: Toyota Corolla (Reinventing The New Age)
Overview
According to a study published by the Wharton University Pennsylvania the major
trend that is taking place in the automobile industry is the fact that used cars are being
purchase by customers more than anytime ever before ("The U.S. Auto Industry in 2019:
Twists, Turns and Bumps Ahead - Knowledge@Wharton", 2019). This has posed a serious
threat to the automobile market in the country, since it has diminished the growth of sales
from the new cars that are launched in the market. However, one more trend to follow in this
regard is that millennials happen to be purchasing cars more than before and it has perhaps
kept the industry from running in losses ("The U.S. Auto Industry in 2019: Twists, Turns and
Bumps Ahead - Knowledge@Wharton", 2019). In search of market Toyota happens to be
selling cars at a medium range price. As of 2018 it has a 14.2% market share, which is a
significant number if the number of competitors in the market are considered ("Toyota
pickups driving share gain in shrinking U.S. market", 2019). Therefore is the BCG matrix is
applied it could be said the Toyota belongs in the cash cow quadrant in the market.
Objectives
The main objective of the communication plan is to make sure that in the upcoming
financial year the market share of Toyota Corolla increases by 5% at least. This has to be
done by a stone message that has to be sent out to the customers and the potential customers
of the company. If the study published by Wharton University Pennsylvania is to be consider
in this regard then one could possibly say that it would be wise if the communication is
targeted towards both millennials and the middle aged. Since the sale of new cars is
diminishing in the US market it is very important to make sure that these two groups of
audiences are made to believe that there is unique value attached to Toyota Corolla that is

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worth spending money for. This is the objective that has to be fulfilled from the
communication plan.
Target group
As discussed in the earlier paragraph the target market for this communication plan
will be including the millennials and the middle aged. Therefore to be precise this
communication plan will be targeted towards people belonging in the age group of 20-45
years of age. Since this communication plan is based in America, the geographical profile of
the market has to have its origins in America. Since Toyota Corolla is a midrange product it
will be targeting people who earn the average annual income in the USA or more which is
$59,000 (Bureau, 2019).
Focus
The main thing that has to be said in this regard to the target audience is in market is
that new car matters. Stress has to be on newness. This is because the automobile market is
going through a phase where customers are overlooking the value of a new car and meeting
basic necessities by purchasing used cars. Therefore the slogan “reinventing the new age”
could be used for the communication campaign. The tone of this message should be bold and
motivating for the purpose of making sure that the message is credible and trustworthy to the
audiences. The main thing that has to be noted in this regard as the fact that millennials love
new things. Whenever a new gadget gets launched in the market or a new trend is set in the
society, millennials are usually the first to try them out. Therefore establishing the value of
new would be able to capture their attention in trying out the Toyota Corolla. Successful
executing it according to the plan would be immensely helpful for the company in increasing
the market share by 5%.

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Reason to believe
The 2020 Toyota Corolla will have newest technology in the market. The design is
said to be striking which safety measures like dual front seat advanced airbag system, inbuilt
pre collision system with pedestrian detection, along with smart features like this standard
Apple carplay compatibility that works with iPhone that could be used to get directions or
send messages and calls with the use of the driver’s voice. The new premium and open
interior lets the users control seats in a way a that increases visibility for a smoother and safer
driving experience (2020 Toyota Corolla Features, 2019). This is only a short description of
the tons of new features that are available with the upcoming Toyota Corolla. Therefore one
could interpret from these features that it is newest technology for sure. it is for this reason
the main thing that has to be considered in this regard is the fact that the slogan would be
perfectly believable by the audiences with support from the description of the new features.
Also the fact that the old design of Toyota Corolla needed a new update makes more sense of
the slogan.
Social media and direct marketing
In social media platforms like Facebook customer engagement is the most possible
and positive. A hype could be created in the market by posting online polls like how excited
the audiences are to try out the new pedestrian detection feature of the Toyota Corolla. It has
to be noted in this regard the mix of tools like polls, posts and videos have to be uploaded on
a regular basis and the main message in the context relating to the slogan has to be
established over and over again to cement this positioning of the brand in the minds of the
audiences.
Through the use of emails e-newsletter scope given out to existing customers
informing about the latest technology and updates coming out with the Toyota Corolla in

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2020. These pieces of information should be given out in parts and not in full so that the
customers keep on wondering what more exciting features ought to come along with the new
Toyota Corolla. This will not only create hype among these existing customers of the brand
but would also time to them to purchase the new car. Therefore overall this communication
effort would be able to capture new market and also retain the existing market.

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References
2020 Toyota Corolla Features. (2019). Retrieved 6 August 2019, from
https://www.toyota.com/corolla/corolla-features/
Bureau, U. (2019). Income. Retrieved 6 August 2019, from
https://www.census.gov/topics/income-poverty/income.html
The U.S. Auto Industry in 2019: Twists, Turns and Bumps Ahead - Knowledge@Wharton.
(2019). Retrieved 6 August 2019, from
https://knowledge.wharton.upenn.edu/article/the-u-s-auto-industry-in-2019-twists-
turns-and-bumps-ahead/
Toyota pickups driving share gain in shrinking U.S. market. (2019). Retrieved 6 August
2019, from https://www.autonews.com/world-congress/toyota-pickups-driving-share-
gain-shrinking-us-market