Toyota Camry Advertising in US: A Marketing Case Study

This case study examines Toyota's marketing campaign for the Camry in the US, focusing on how the company tailors its advertising to different ethnic groups. The analysis covers key aspects of the marketing mix, including the use of sports, music, and cultural references to attract customers. It explores market segmentation strategies, such as targeting African-American, Hispanic, and Asian-American audiences through specific media channels and thematic marketing approaches. The study also delves into Toyota's communication strategy, including the use of social media and partnerships with advertising agencies to enhance public relations. Furthermore, the case study highlights the importance of cultural sensitivity in marketing, with examples of how Toyota incorporates cultural elements and promotes corporate responsibility in its campaigns. The conclusion emphasizes the significance of product quality, honesty, and respect in building customer trust and loyalty. The assignment is based on the New York Times article which provides insights into Toyota's marketing strategy and its adaptation to the demographic shifts in the US market.

Running head: MARKETING
Case study analysis of Toyota Advertising in US
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Table of contents
Marketing mix components........................................................................................................2
Market segmentation..................................................................................................................2
Communication strategy............................................................................................................2
Marketing and culture................................................................................................................3
References..................................................................................................................................4
Bibliography...............................................................................................................................5

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Marketing mix components
In the advertising campaign of Camry, the supporting elements of sports, animal and
bird figure are included for attracting large number of customers. This is accompanied by
music for catering to the entertainment needs of the users while they are driving. Typical
evidence of this lies in the Queen song, Don’t Stop Me Now. In this case, the ethnicity of the
customers plays an important part (Nytimes.com 2019). According to the recent trends,
Toyota launched many advertisements related to newly produced cars. This reflects the
conglomeration of African-American, Hispanic and Asian-American cultures. Toyota has
revised the marketing strategies for dealing with the demographic shifts.
Market segmentation
Based on the scandals of ABC, the viewers of African-Americans are high. This
reflects catering to the needs, demands and requirements of this market segment. Mention can
be made of the Spanish language network NBC Universo, which Toyota practices for
indulging in strategic partnership for the media agencies. Along with this, mention can be
made of the minority groups for which sports events and activities are organized. Reference
can be cited of Sunday Night Football (Nytimes.com 2019). Along with this, the plans
pertained to placement of the focus on the Americans belonging to age group of 25-49. One
of the theme was Sensation, which was aimed at catering to the passion of the young adults
towards cars with sporty look (Nytimes.com 2019).
Communication strategy
Social media is one of the communication channel for disseminating the market
information to the clients and the customers. Example can be cited of the advertisement
where Dove brand created an ad on Facebook for displaying the racial differences. A black
and a white woman was shown. Partnership with the other ad agencies is assistance for
Toyota in terms of enhancing the standards and quality of the Public Relations. Mention can

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be made of the agencies Saatchi & Saatchi, Burrell Communications, Conril and Intertrend.
According to the meetings, it was considered that thematic marketing would be apt for luring
the attention of the customers.
Marketing and culture
In the advertising campaign of Camry by Burrell, sponsoring an African-American
man is an attempt towards reducing the racial differences for enhancing the culture. Along
with this, it is also an attempt to enhance the corporate responsibility by upgrading the
standards of living for the black people. The image of peacock is an added advantage,
considered to be an innovative step for showing off the latest trends adopted. In this, style is
important for maintaining the status, symbol and class of the customers. However, according
to Group account director, Vicki Bolton, the focus needs to be placed on the quality of the
products and its advertisements, so that the purchasing decision and power of the customers
can be influenced (Nytimes.com 2019).
Incorporation of music into the car features reflects the attempt towards promoting the
cultural heritage. It adds to the confidence and professionalism of the athletic. According to
the claims of the African-Americans, reliance on research, personal knowledge and positive
realism helps in contradicting the stereotypical cultural notion and values. However, Toyota
believes in honesty, integrity and respect in the operations, which is assistance in terms of
achieving trust, loyalty and dependence from the clients and the customers (Toyota.com.au
2019).

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References
Nytimes.com 2019. Different Ads, Different
Ethnicities, Same Car. Available at:
https://www.nytimes.com/interactive/2017/10/12/business/media/toyota-camry-ads-different-
ethnicities.html [Accessed on 25th May 2019]
Toyota.com.au 2019. About us. Available at: https://www.toyota.com.au/ [Accessed on 25th
May 2019]

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Bibliography
Hibino, S., Noguchi, K. and Plenert, G., 2017. Toyota’s Global Marketing Strategy:
Innovation through Breakthrough Thinking and Kaizen. Productivity Press.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.