Going Global, Acting Local: Toyota Prius Marketing in Global Markets

This report examines Toyota's Prius and its global marketing strategies, focusing on the concepts of globalization, localization, and glocalization within international marketing. It highlights the importance of adapting brand communication to diverse cultural contexts, referencing examples of both successful and unsuccessful localization attempts by various companies. The report identifies the Prius's target market, divided into business and consumer buyers, and analyzes market segmentation based on demographics, psychographics, and geographic factors. It also details the benefits of the Toyota Prius, such as ease of driving, low-cost maintenance, and environmental friendliness. The report concludes by emphasizing the need for companies to carefully consider both local and global factors when marketing their brands internationally to avoid misinterpretations and cultural offenses. Desklib provides additional solved assignments and study resources for students.

Running head: GOING GLOBAL AND ACTING GLOBAL 1
Going global, acting local - communicating global brands to global markets
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The concept of globalization
Today businesses are increasingly recognizing that success depends on efficiency and scalability
which mean that the business must be able to mobilize resources and reach out to the global
market. In the 21st century, globalization is the key to business success (Kraidy, 2003).
Subsequently, globalization comes with business decision-making beyond the control of the local
strategies. As a result, the company’s strategic plans decisions making which with respect to
market expansion, realignment, or closure are made independent of the local market and local
management.
Globalization and International Marketing
When it comes to the discussion of operations of large multinational companies like Toyota Inc.
the concept of globalization and international marketing cannot be left out. Globalization is the
economic integration at global levels (Hollensen, 2014). This definition constitutes two main
features, one being that most trading takes place between multinational corporations and the
other emphasize the flow of monetary values in form of derivatives, investments, etc.
Globalization, therefore, means the relation between various economies through open trade and
other transactions. The main objective of globalization is to diversify the market for local
companies thus the concept of international trade.
On the other hand, international marketing is marketing in other nations where the market
environment is different from the local market. Also in the global marketing, the service and
facilities cost differ from one country to the other (Doole, Lowe & Kenyon, 2016). Therefore, it
is evident from the definition of the concepts of globalization and international marketing are not
different because they both aim at market diversification and expansion. The difference between
the two lies in the fact that globalization can be derived from international marketing.
Localization and international marketing
Localization is how the company adapts the product to the culture of the market and the
customers. It takes into account the diversity that exists in the international market and that
customers have values, beliefs, and behaviors which are uniquely derived from their culture
(Jeong, Lee & Kim, 2018). The main aim of localization is to understand the needs of local
customers and their specific requirements then apply the marketing strategies aiming to satisfy
those needs and requirements. There are companies which have failed to communicate this
message appropriately and this led to misinterpretations in the international markets.
Companies like Pepsi, Electrolux, Chevrolet, Colgate, and Gerber, sent the localized messages in
the wrong way which offended customers in various countries. In 2002, Abercrombie & Fitch’s
T-shirt with Asian stereotypes stirred customer protests in the US. The slogans “Two Wong’s
can make it White” and Get your Buddha on the Floor” were publicly condemned and people
boycotted the products. Localizing the brand names to fit the local language and culture without
changing the identity of the brand cannot be ignored in the global marketing and communication.
This has become a problem when trying to delocalize the language phonetics and semantics.

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Some companies like Coca-Cola translated the name to Chinese as ko-ka-ko-la which was
translated to mean “bite a wax tadpole” (Brand Source, 2009)
Glocalization and international marketing
Glocalization refers to the way companies conduct business n conformity to both local and
global factors (Toyota Corporation, 2017). Managers have to take into consideration the local
and global issues to succeed in the international market. Many companies have made blunders
with their slogans and brand names in the international market. Some of these brand names and
slogans make sense in one country yet in another leads to offensive interpretations. These
interpretations are based on cultural understanding and connotations that might be attached to the
names and slogans. For instance, McDonald which has ubiquitous brand names offers the
Maharaja Mac in India, the McArabia in Saudi Arabia and Cremoso al panettone in Italy.
The target market for Toyota Hybrid Vehicle-Prius
Communication and advertisement
The company has established a communication strategy which informs the target market of the
brand value. The company has adopted advertisement campaigns for the global market to build
on the brand image. The company uses radio, television, advertisement, print media, billboards,
and the internet to do brand campaigns (See Appendix 1.0).
Prius Target Market
The Toyota hybrid Prius belong to the lower and medium passenger car segment. The advantage
with Toyota Prius is being the first mass-produced hybrid car and has no close substitute except
for Honda Insight. When compared to the only option there is that is Honda Insight, Prius is
offering better comfort like any other conventional segment C car. The target market for the
Toyota hybrid Prius is divided into two major categories, that is Business Buyers and Consumer
Buyers
The business buyers are the consumers who purchase the car for commercial reasons or as part of
the company vehicles. The hybrid Prius has a lower operating cost to the company and therefore
more appealing to the Toyota business buyers. Other business consumers are the car dealers who
do not have the free will because they have to sell what the company produces; therefore, the
number of these customers is set by the company. The customer buyers are the private car
owners who buy a Prius for personal use and the family. These segments buy this car because of
its efficiency in maintenance.
Market segmentation
The Toyota Hybrid Prius segmentation and target market are guided by its philosophy “right car
right place”. The company has segmented all the countries and regions across the globe as the
market. The Prius brand has addressed the needs of all the consumer segmentation. Segmentation

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is based on demographics, psychographics, geographic, and economic (Dibb & Simkin, 2013).
Toyota uses psychographic and behavioral approach to segment its global market.
Demographic
(Source: US Hybrid Vehicle Market Share Grows By 41% In 2012)
The most important segment in the international market is the consumer buyer. These buyers age
between 30 to 50 years and are either male or female. This segment may have a family with
children or unmarried. They are elites’ adults who have appreciated the need to have good
automobile technology like the hybrid Prius and its effect to the environment. The range of
income for this group is between $4376-$10,941 for seekers and $10,941-21,882 for strivers.
Therefore the groups are in the middle class in high-end occupations ranging from managerial to
professional positions. Hence the group is aware of the environmental benefits that come with
Prius and are ready to pay for high price for the car to get that comfort and cost saving.
Psychographic

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Adopting the demographic segmentation profile, there are three types of the consumer as
described below.
First are the first adopters and technology pioneers. These are elites mostly buying the latest
automobile technology in the market and them usually the first people to buy the latest invention.
The second category is that consumers are who are environmentally aware of the numerous
effects caused by emissions which have led to greenhouse effects due to global warming. They
also want to contribute to the reduction of these adverse effects of air pollution by acquiring
environmentally friendly car like Prius. The third group of consumers is looking for a
combination of advantages from a car. These benefits include low-maintenance costs cars and
are economical in fuel consumption.
Geographic
The geographical segmentation of Toyota Prius mainly focuses on urban and city areas where the
private buyer and the business buyers are more like to be found. The brand strength is the
availability in more than half the global automobile market covering more than 71 regions.
Therefore, Prius customers may be from anywhere around the world. The areas where pollutions
are high due to emissions and with high congestion of cars are the probable market where the
Prius customers are like the US (See Appendix 2.0). This is because the Prius is the other
available environmentally friendly car and which is also cost effective.
Benefits of Toyota Prius
1. Easy to drive and comfortable

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(Source: Benefits of driving a Toyota Hybrid (n.d))
The Toyota Hybrid Prius car is easy and comfortable to drive. The car produces no noise at the
start and signals the driver for take-off. The car is automatic and has a control system that
controls the car. All that the driver is needed is to slot the gear lever in the drive and the car will
have a seamless power on every trip (Benefits of driving a Toyota Hybrid, n.d.).
2. Smooth, quiet and responsive power
(Source: Benefits of driving a Toyota Hybrid (n.d))
Riding in hybrid Prius is an experience that lasts its lifetime where the driver is able to hear
around what is important as the car drive to the destination. The electric hit blends seamlessly
with efficient petrol-power at higher speeds and, at the moment you need it most, two become
one – as both engines work in tandem – to power all through (Benefits of driving a Toyota
Hybrid, n.d.).

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3. Has Batteries that never need to be plugged in
(Source: Benefits of driving a Toyota Hybrid (n.d))
The customer does not need to worry about the long distance travels in Prius. All that is needed
is to fuel the car full and the journey will be complete in time. The car is just like any other car
except for its efficiency and environmental friendliness. When the car is on low battery, the
engine excess power recharges it. Also, the energy produced during breaking is reserved through
charging the battery thus nothing is wasted with Prius car (Benefits of driving a Toyota Hybrid,
n.d.).
4. Low-cost maintenance and environmentally friendly

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(Source: Hybrid Cars (2018))
The consumers not only enjoy driving the car but they also appreciate the cost saving that comes
with Toyota Prius. The car is the right choice at all environment with switching engines
depending with the drive and need to save on fuel and money. The low fuel consumption is
coupled with low emission of CO2 and other gases which are detrimental to the environment
(Benefits of driving a Toyota Hybrid, n.d.).(See Appendix 3.0)
5. The Hybrid Prius car has varieties for everyone
(Source: Benefits of driving a Toyota Hybrid (n.d).)

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The hybrid car has a long history since 1997. The brand has grown into a family of hybrid cars
suitable to the consumer preferences. There are seven different models where customers choose
thus they have a variety of choice. Yaris Hybrid is for the city slicker and Auris Touring Sport is
for a big family. Generally, Toyota Hybrid Prius has models suitable for everyone (Benefits of
driving a Toyota Hybrid, n.d.).

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Appendices
1. Advert for Prius
i. TV advert
ii. Magazines

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iii. Social Media advert
iv. Billboards
2. Car emissions

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i.
ii.
3. Environmentally friendly car