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    The Toyota WayTeam Versacorp

    Submitted as partial requirement to the MKT 201 course.

    Ahmed Tanim 1010019

    Upoma Rahman 1010656

    Mahinur Reza Chowdhury 1010644

    Tanzil Sultana 1030324

    Hashmi Rafsanjani - 1020846

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    April 1, 2012.

    Mr. Tarafder Rafiqul Islam

    Department of Business,

    Independent Univesity, Bangladesh.

    Subject : Cover Letter

    Dear Sir,

    We are pleased to present our report, "The Toyota Way as partial requirement to the

    fulfillment of the MKT 201 course. This report showcases the evaluations and includes

    information from the investigation into the prospects and marketing strategies of Toyota in the

    United States market.

    If you have any questions and/or comments regarding the interpretation of this report please

    feel free to contact us.

    We look forward to working with you again.

    Yours sincerely,

    Team Versacorp

    Enclosed: Final Report

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    Abstract : The Toyota Story

    The American automobile industry was uncharted waters for a certain brand from the Far East about six

    decades ago. Opening a small dealership in California in 1957, the company hoped for relative goodness.

    Today, that very company has developed in to the biggest car manufacturer in the world, and Americas

    number one brand. That is the Toyota story.

    With an obsession to understand and deliver superior value proposition for car buyers of all races, ages,

    lifestyles, zip codes, ideologies and behavior Toyota has evolved in to one of the most trusted names in

    the American auto industry.

    Time and again, Toyota has responded to the times. From massive financial restructuring of the 60s, to

    the downturns in oil supply of the 90s, to the modern low emission cars of today, to tomorrows

    innovative machines, Toyota has never stopped inventing and innovating. Understanding the customer

    better than any brand, Toyota revolutionized every turn in the auto industry with its distinct and

    effective brands.

    With an air of humility spreading through all levels of operation and long term planning and

    commitment to superior customer satisfaction, Toyota emerged victorious in the turbulent American

    auto industry when many of its traditional powerhouses failed.

    This paper attempts to analyze exactly how Toyotas strategies paid dividends. From its product

    specification to its features, we analyze exactly how every inch of detail that goes into a Toyota car

    reflects patterns and demands for its target market. Furthermore depending upon these factors we

    ascertain specific segmentation variables, brand appeal and personality of each brand.

    We handpicked four brands from four diverse product lines for our paper. From luxury sedans to off-

    road, four wheel palaces. From everyday performers to the hybrids of tomorrow, our paper analyzes the

    iconic Camry, Lexus, Land Cruiser and Prius lines.

    The Toyota Story, begins.

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    Table of Contents

    Abstract : The Toyota Story .......................................................................................................................... 3

    Camry ........................................................................................................................................................ 5

    History ................................................................................................................................................... 5

    Features/Specifications and Price ......................................................................................................... 6

    Marketing Campaign ............................................................................................................................. 7

    Campaign Analysis .............................................................................................................................. 10

    Land Cruiser ............................................................................................................................................ 11

    History ................................................................................................................................................. 11

    Features/Specifications and Price ....................................................................................................... 12

    Marketing Campaign ........................................................................................................................... 14Campaign Analysis .............................................................................................................................. 15

    Lexus LS ................................................................................................................................................... 16

    History ................................................................................................................................................. 16

    Features/Specifications and Price ....................................................................................................... 17

    Marketing Campaign ........................................................................................................................... 18

    Campaign Analysis .............................................................................................................................. 20

    Prius ........................................................................................................................................................ 21

    History ................................................................................................................................................. 21

    Prius C ................................................................................................................................................. 22

    Features/Specifications and Price ....................................................................................................... 22

    Marketing Campaign ........................................................................................................................... 23

    Campaign Analysis .............................................................................................................................. 24

    Appendix ..................................................................................................................................................... 26

    Print Adverts ........................................................................................................................................... 26

    Works Cited ................................................................................................................................................. 28

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    Camry

    History

    The Toyota Camry, introduced in 1983, became Americas favorite family sedan and was the nations

    top-selling automobile in seven of the eight years from 1997 through 2005. Now sold in 27 countries and

    manufactured in 10, the Camry has had cumulative sales of over 6.5 million units in the United States

    and over 10 million worldwide

    In 1983, Toyota launched the Camry as a four-door sedan and five-door hatchback, replacing the

    Corona in its automobile lineup. By 1986, the Toyota Camry was listed as a Co nsumers Report Best

    Buy for the first time and has remained on the list every year since.

    Toyota completely redesigned the Camry for 1987, with a station wagon replacing the hatchback, and

    adding an All-Trac AWD option. An optional V6 engine was added mid- year 1988.

    When Toyota began building the Camry at its Kentucky manufacturing plant in 1988, this car became the

    first Toyota built at a manufacturing facility solely owned and operated by Toyota in the United States.

    From 1992 until it was discontinued in 1997, the Camry wagon was produced solely at the Kentucky

    plant.

    The 1992 Camry marked its third generation with a complete upgrade in both size and styling. Classified

    as a mid-size vehicle, the new Camry included sedan and wagon versions, and was offered as a sport SE

    grade for the first time. The All-Trac option was dropped and a Coupe added in 1993.

    In its fourth generation, the 1997 Camry became the No. 1 selling car in the United States, a first for

    Toyota. Since then, Camry has held the title of bestselling car in the United States every year except2001. The year 1997 also saw the discontinuation of the wagon and coupe models, and the CE replaced

    the DX as the base model grade

    A convertible was added to the lineup in 2000. In 2004 the second generation Camry Solara debuted

    with an additional SE Sport grade. Production of the Camry Solara then moved to Toyota Motor

    Manufacturing, Kentucky.

    The fifth generation 2002 Camry received the first all-new platform in 10 years and a new 2.4-liter four-

    cylinder engine with Variable Valve Timing with intelligence. Toyota made available a package that

    qualified some models as an EPA certified Ultra Low Emissions Vehicle.

    In its sixth generation, the Camry for 2007 is redesigned offering more standard features. This

    generation includes an available gas/electric hybrid model with Toyotas Hybrid Synergy Drive power

    train technology.

    In 2006, Toyota announced plans to field a NASCAR spec Camry for participation in the NEXTEL Cup and

    Busch Series, beginning in the 2007 race season.

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    For its seventh generation incarnation, Toyota Camry had to go the extra mile. While the 92 camry was a

    landmark car, and consequent models established Camrys hold as the premier brand of sedan in U.S, a

    growing number of consumers were looking for more than just the usual shape, feel and performance

    that a traditional Camry offered. In essence the Americans were sick of the origami styled Camry. (USA

    Today)

    Leveraging nearly 30 years of Camry innovation and know-how, Toyota thus created its most

    technologically advanced Camry evera car that kept up with American drivers 21st century lifestyle.

    The 2012 Camry debuted a bold, sophisticated new design with a more spacious and refined interior,

    improved driving dynamics, class-leading fuel economy and a level of safety features unmatched in the

    segment.

    The focus of this paper will therefore be on the successes of the 2012 Toyota Camry.

    Features/Specifications and Price

    Toyota through the 2012 Camry offered the American market a complete sedan that delivers on all

    fronts of comfort, style, performance, durability and safety.

    To start off, the 2012 Camry offers a great mileage ratio. In fact better than its competitors from Honda

    and Hyundai, it pumps out an average of 35 miles per gallon compared to 33 and 34 mpg from the

    others. In keeping with the turns of the recent economy, efficiency in running and affordability becomes

    that much more important for the everyday user of a sedan, hence Camry is able to create a niche for

    itself within that specific value seeking group of customers.

    The Camry secondly, is uncompromising in its deliverance of luxury. In creating the reinvented 2012

    Toyota Camry, Toyota pored over every facet of the previous models interior in search of even the

    subtlest ways to enhance what was already a remarkable driving experience. Toyota incorporated high-

    quality upholstery materials and married the elements with refined stitching, crafted the dashboard

    with an artistry normally found in high-priced sedans. On the XLE, Camry adorned key touch points

    throughout the cabin with rich woodgrain-style accents.

    All these and more to continue delivering the same level of quality that made Camry the best selling

    sedan in America for decades. At the same time, the effort endeared Camry towards a target market

    that wanted blends of luxury as part of a complete package of options from their purchased vehicle.

    Thirdly, Toyota improved the driving experience by adding more value. They wanted the experience to

    be more than just a drive, but an assortment of innovation and connectivity simultaneously. Appealing

    to a new generation market looking to be always in the loop, connected and smarter than the

    competition, the Camry incorporated several important innovations. The Camry was made available

    with a wide array of innovative technologies, and took transportation in a bold direction. In addition to

    available navigation, its multimedia systems offered such highlights as standard Bluetooth hands-free

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    phone capability, available advanced voice-recognition and Entune, a new feature integrated with

    select Toyota models that allows drivers to access popular mobile phone apps and data services on the

    drive.

    The driving experience was further enhanced by creating more space within the interior and adding

    smarter features for greater utility. In crafting the reinvented 2012 Camry, Toyotas engineers found avariety of ingenious ways to add interior volume where it mattered most, without increasing the

    external dimensions of the vehicle. They also reduced the volume of exterior noise entering the cabin.

    For Toyota and its customers knowing whats around their vehicle is key to confident driving. Thats why

    the 2012 Camry offered innovative features like the available Blind Spot Monitor (BSM) and backup

    camera to provide a safer ride. These smart new additions allowed Camry to deliver on its promise of a

    comprehensive experience within affordability, without compromising for quality or luxury.

    The Camry furthermore provides customers with great value as it rolls out luxury, performance and

    utility in prices lower than its direct competitors. It also offers at least 7 different colour coats and

    further customization options.

    The 2.5L 4-cyl 6ATToyota Camry 12 sells at $22715 , while the 2012 Honda Accord Sedan at

    LX 5-Spd AT (2.4L I4 5A) goes off at $22,920. (Toyota)

    Marketing Campaign

    To re-invent an industry winner, and launch it requires more than just another ad campaign. The Toyota

    Camry 2012, launched its campaign to showcase the potentials of the sedan to virtually satisfy any need

    their customers may face in their lives. From tight, business schedules to long road, long haul drives.

    From city-smart driving with friends, to nonstop cross state rides the Camry was a vehicle for all

    purposes.

    Toyota recognized the need to give Americans a smart, safe and worry-free vehicle they can rely on, and

    the marketing campaign communicated this message effectively. Therefore the campaign took on a

    diverse selection of media in line with consumer demands.

    Understanding that todays drivers want the complete package, the Its Ready. Are You? campaign,

    created by Toyotas advertising agency of record, Saatchi & Saatchi LA, touted the reinvented Camrys

    class-leading innovations in safety, efficiency and intuitive mobile media technology. Campaignmessaging focuses on performance, innovation, safety and MPG, showcasing key product features and

    packaging.

    The fully integrated campaign included six TV spots, launching with Built during NBC Sunday Night

    Football. The spot was aired during several top-rated and high-profile programs such as Two and a Half

    Men, AFC/NFC Football and the World Series. Broadcast momentum continued into next year with two

    spots in the Super Bowl and the Toyota Halftime Report.

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    Camry also had a significant presence in print outlets, appearing in publications such as TIME, Oprah,

    People and Business Week. Toyota continued its ongoing partnership with TIMEPerson of the Year

    through print, digital and tablet placements. Camry will also became part of Toyotas Sporting News

    tablet integration, exclusively appearing in the NFL, NASCAR and MLB sections. The 2012 model was

    supported by digital media, including banner ads, rich media units, homepage takeovers and gaming

    integrations.

    In a nod to Camrys racing heritage, sporty performance videos starring NASCAR driver of the #18 Toyota

    Camry, Kyle Busch was also available on the Toyota USA YouTube channel and Toyota.com.

    In September, Toyota introduced the Camry Effect (http://www.toyota.com/camryeffect), an initiative

    to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive,

    online experience. For nearly 30 years, Camry was a part of many Americans best memoriesfirst

    dates, road trips, soccer games, interviews and college days. The Camry Effect provided past and present

    Camry owners a platform where they can share these stories, moments, memories and milestones while

    witnessing the collective Effect they had through their Camry experiences. An experience that

    continued to grow with each new Camry moment detailed dynamically and interactively, the initiative

    was a fresh way to tell a 30-year heritage story through the people whove lived it.

    Outdoor boards to awareness of specific vehicle attributes such as fuel efficiency and blind spot

    monitoring were launched. Additionally, digital billboards featuring Camry imagery was run atop the

    Walgreens building in Times Square to spark the publics interest and build intrigue for the 2012 model.

    Beginning in November, consumers had the opportunity to get behind the wheel of the 2012 Camry at

    over 125 events through January 2012. The Toyota Drive Center national ride and drive tour, along with

    activations at select Life Time Fitness locations across the country, gave the public a chance to

    experience the vehicle firsthand.

    Diversity marketing continued to be an important component of the product launch and sustainment for

    Toyota, the top-selling automotive brand for African American, Hispanic and Asian consumers. To

    maintain that leadership, Toyota developed tailored campaigns with its multicultural agencies of record,

    Burrell, Conill and interTrend to highlight the key attributes of the Camry for the African American,

    Hispanic and Asian American markets, respectively.

    In all, the campaigns were Toyotas initiative to reconnect with their famous and mostly loyal customer

    base while at the same time proposing a brand value unlike other. The combination of experience and

    integration bought the community of Camry users together, while at the same time attracting newer

    users to be a part of the cult following. Furthermore, the comprehensive approach endeared the

    customer base to the comprehensive nature of the 2012 Camry, offering a great driving experience as

    well as luxurious.

    Therefore social and psychological cues were abundantly used by constantly referring to the records of

    sales and consumer satisfaction generated by the Camry. All print media included slick designs and

    emphasis on the cars beauty so as to drive the psychological appeal towards it.

    http://www.toyota.com/camryeffecthttp://www.toyota.com/camryeffecthttp://www.toyota.com/camryeffecthttp://www.toyota.com/camryeffect
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    As part of the marketing strategy to remind the consumer what the Camry 2012 is all about, the

    campaign featured several ad spots. One of which was the Built : Reinventing the Camry 2012 -

    http://www.youtube.com/watch?v=X3bhbYXiwYk

    The ad portrayed in slick digital imagery, the attention to customer experience each Camry 2012 has. Itshows a man, ready to go off to the city sitting down in an imaginary car. In time, a car with innovative

    features, wide space, luxurious interior and slick design builds up around him. While the background

    voiceover describes the changes and hits all the notes on what the all new Camry 2012 has to offer. It

    ends with a complete car, driving off while being touted as the reinvented Camry 2012.

    The ad shows Toyotas sincere effort to build a car around their consumer instead of forcing the

    customer to adapt to their vehicle. It showcases the wholesome nature of their production, while

    constantly reminding consumers that the Camry has all the bells and whistles they could want while also

    managing to be safe (10 airbags) and efficient (43 miles per gallon for the hybrid).

    There's a techy side to the ad, but it's not full of techno-babble and it comes across in an easy manner.

    Plus, the pooch at the end adds just the right amount of levity. (AutoBlog)

    There isn't a single model that Toyota sells in the United States that's more crucial to its success than the

    mid-size Camry sedan. This car was the machine that Toyota's stellar reputation for quality and

    reliability was built on.

    Toyota needed to get the message out that the Camry is all new while also reminding everyone how

    great past Camry models have been for the car's intended segment, and it hoped to do that with a

    campaign that stretched from radio and television to billboards and print media and straight on through

    to social networking.

    The campaign paid dividends along with the quality of the Camry, which made way for high sales

    revenues and multiple awards and recognitions. For the third year in a row, the Toyota Camry was

    ranked #1 on the 2011 American-Made Index as compiled by the editors at Cars.com and the most fuel-

    efficient full-line automotive manufacturer.

    http://www.youtube.com/watch?v=X3bhbYXiwYkhttp://www.youtube.com/watch?v=X3bhbYXiwYkhttp://www.youtube.com/watch?v=X3bhbYXiwYk
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    Campaign Analysis

    Targeting families and value-seekers as well as the luxurious few the campaign embodied the

    comprehensive nature of the vehicle and offered insight on the right blend of luxury and performance

    that was integrated with innovation and performance in the Camry 2012. The segmentation therefore

    were as follows :

    Analyzing the product offering and segmentation we attributed the following brand personalities to

    Toyota Camry 2012. Sincerity, due to the attention to detail of the new safety measures and driving

    experience while at the same time providing a wholesome, comprehensive experience. Secondly,

    competence due to the reliability and intelligence of innovation shown in the Camrys new features.

    Geographic

    Major cities in the US, with a busy metropolitan/vibrant suburban structure.

    Demographic

    Age : 18 - 45 +

    Gender : Male/Female

    Income : Full-time earners, entrepreneurs, business-owners, families.

    Occupation : Entrepreneurs, executives, employees, homemakers.

    Family life cycle : Married/Unmarried

    Psychographic

    Social Class : Middle, Upper Middle, Lower Upper, Upper.

    Lifestyle/Personality : Affluent, Exciting, Outgoing, Confident, Open-Minded, Enthusiastic, On-the-go, Ambitious, Conscious, Busy.

    Behavioral

    Occasions : Daily

    Benefits : Style, power, performance, versatililty, innovative, sleek, maneuvarable, efficient,durable.

    User Status : Potential user.

    User Rates : Moderate user

    Readiness Stage : Aware, interested, potential buyer.

    Attitude towards products : Positive, enthusiastic, open-minded.

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    Land Cruiser

    History

    The Land Cruiser FJ25 was introduced to the U.S. in 1958 as a two-door utility vehicle. The Land Cruiser

    is the only Toyota model that has been continuously sold in the U.S. since the founding of TMS. In the

    early 1960s, Toyota experimented with Land Cruiser pickups and station wagons.

    The early Land Cruiser was a rugged piece of durable workmanship epitomized by the FJ 40. The iconic

    FJ40 replaced the FJ25 in 1960, priced at $2,665 for the soft-top and $2,995 for the hardtop, and

    powered by a 135hp 6-cylinder model F engine. The FJ40 featured a fold-down windshield, a 4 speed

    manual transmission, canvas-top doors and curtains on soft-top models, hub caps, a tool box, hydraulic

    clutch, flashing directional signals, front towing hooks, outside rearview mirrors and oil, fuel, and air

    cleaners. Options included a winch. The FJ40 was available in many different forms including a longer

    wheelbase with soft top (FJ43), a four-door wagon with a hard top (FJ45V) and a pickup (FJ45).

    In 1967, Toyota introduced the 55 series, a Land Cruiser wagon, that evolved into a rugged SUV. By the

    mid-1980s, the FJ40 was discontinued and the station wagon became a luxury SUV. (Toyota USA

    Automobile Museum)

    Today, the Land Cruiser is marketed as the all go, all the time, anywhere sports utility vehicle. According

    to Toyota, Since 1951, Toyota Land Cruiser has taken all sorts of people to every corner of the earth.

    Renowned for its off-road prowess and reliability, Land Cruiser has been used by photojournalists in the

    Middle East, researchers in the Amazon, doctors in Africa, you name it. Ultimately, though, Land Cruiser

    is for anybody in search of real adventure, one-of-a-kind experiences and journeys that dont involve a

    gift shop. Because what unites Land Cruiser owners isnt a background but a belief. A belief that the

    world is worth exploring.

    And the fanfare is evident, especially within the U.S where a number of fan clubs, appreciation societies

    and even entire organizations are devoted to the Land Cruiser and every preceding or consequent

    models. In 2003 along, total U.S sales breached 300,000 and has grown substantially down the years.

    The Land Cruiser allows Toyota to go where the brand has not gone before, into the hearts and minds of

    a true adventurer, seeking great driving ability while not compromising for style.

    This paper will attempt to understand the mechanics of that process, particularly in light of the Land

    Cruiser 4WD brand. Quoting features, campaigns and promotional techniques, we will determine the

    brand segmentation, appeal and personality simultaneously.

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    Features/Specifications and Price

    The all-terrain 4WD Land Cruiser comes with automatic start and stop mechanism without the need for

    a traditional key-based drive shaft. The Smart Key system allows drivers to start the car on a push of a

    button without the need for the hassle of keys. It also allows them unlock the doors simply on touch ofthe door handle and thus proves attractive to the value-seeking adventurer looking for as less hassle as

    possible.

    With all the power and torque on tap in Land Cruiser, even the most inhospitable terrain seems inviting

    for the 4WD Land Cruiser driver. Under the hood lies a 5.7-liter Double Overhead Cam (DOHC) 32-valve

    V8. Dual Independent Variable Valve Timing with intelligence (VVT-i) and Acoustic Control Induction

    System (ACIS) help the engine produce a whopping 381 hp and 401 lb.-ft. of torque. The high

    performance levels ensure a swift turn, with tremendous torque and horsepower that appeals to the

    adventurous, outdoor enthusiast who wants maximum power and utility from their all terrain vehicle.

    To locate the vehicles location constantly and accurately the 4WD Land Cruiser comes with its own voice

    activated navigation system. Other available features include a backup camera and hands-free phone

    and music streaming via Bluetooth wireless technology. The added features allow Toyota to position

    this vehicle on the minds of users as a combination of raw power and innovative technology. This car

    offers more than just an all-terrain scavenger vehicle; it exudes class as well as innovation to appeal

    stronger to its target market.

    However what truly allows the 4WD Land Cruiser to stand apart from the competition is the touch of

    luxury it so effectively combines with performance. This not only differentiates the value proposition

    from its competitors, it also dictates the pricing strategies by justifying the high end pricing for the Land

    Cruiser.

    Land Cruisers Multi-Information Display allows users to control all functions without leaving the wheel,

    with the JBL Synthesis audio system, available voice-activated DVD navigation system and Bluetooth

    hands-free phone features. Land Cruisers wood-grain-style center console, with its leather-trimmed

    shift lever, offers more than just a note of refinement. Thats where the controls for Land Cruisers Crawl

    Control (CRAWL) are located. The remarkable to be able to navigate through untamed terrain from such

    sophisticated surroundings without the need to move away from the wheel base gives tremendous

    advantages and immediately gives the Land Cruiser an advantage over others.

    Ultimately it all comes down to the versatility of the Land Cruiser, and this is what defines all buyingpatterns and positioning for users and customers. For the adventurous, off-road enthusiast who likes

    nothing better than going into uncharted territories where no vehicle has gone before, the amazing

    versatility of the Land Cruiser creates immediate appeal. This is a vehicle that easily cruises over terrain

    that would stop lesser vehicles in their tracks.

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    In rough, low-traction situations, CRAWL takes over the braking and throttle functions, allowing the

    driver to concentrate on steering. Once activated, CRAWL helps negotiate tough terrain at one of three

    walking speeds. It helps prevent wheel lock and wheelspin and reduces pitch, bounce and roll. All of

    which lessens stress on the Land Cruisers drivetrain and driver. From a standing start on an incline,

    HAC helps prevent the vehicle from rolling backwards as the driver switches from the brake to the

    accelerator.

    While traditional suspension systems are tuned to perform well on paved roads, but they can

    compromise off-road performance. KDSS automatically optimizes suspension performance both on the

    highway and off. On the road, it helps suppress body roll to enhance cornering performance. Off road,

    KDSS relaxes sway control on rough terrain for increased suspension articulation. This helps tires

    maintain contact with the ground on uneven terrain, and minimizes body tilt.

    ABS sensors detect wheel lockup during emergency braking situations, and the system helps

    compensate by pulsing individual wheel brakes. By adapting to off-road conditions such as sand,

    gravel or mud, this standard Multi-terrain 4-wheel ABS is ideally suited for Land Cruiser.

    Clutch-to-clutch control gives Land Cruisers 6-speed automatic Electronically Controlled Transmission

    (ECT) a lightweight, compact design. This improves performance and increases fuel efficiency in all

    conditions. It also seats 8 comfortably within its massive interior area and cargo area, complete with

    luxurious dcor.

    The balance management between off-road and on-road driving conditions allow the Land Cruiser to

    position itself as both a prestigious option while driving peacefully along the city blocks, while a

    ferocious, aggressive vehicle off-road good for an adventure or two.

    The Land Cruiser furthermore provides customers with great value as it rolls out luxury, performanceand versatility in prices lower than its direct competitors in at least 8 different colour coats and further

    customization options. The 5.7L V8 2012 Land Cruiser sells at $69,730, while 2011 MERCEDES-BENZ G-

    CLASS G550 (5.5L V8 7A) goes off at a staggering $106,625. The 2011 LAND ROVER RANGE ROVER HSE

    (5.0L V8 6A) also lists higher with a MRP of $80,535. While most SUVs are gas-guzzling, the Land Cruiser

    offers the best fuel economy both off and on road. This directly appeals to the customer base due to its

    affordability. (Toyota Land Cruiser).

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    Marketing Campaign

    From the inception of the U.S story of the Land Cruiser, all promotional and campaigns have embodied

    the careless, rugged and go anywhere attitude innate to the Land Cruiser and its abilities. A late 80s ad,

    simply shows one of the first generations of the Land Cruiser tearing through rough terrain, streams,rocky beds and almost any comprehensible terrain without the need for a breather.

    A classic 1998 ad spot, and one that this paper focuses on shows a man so thrilled by the Land Cruiser

    feel, that he cannot help but daydream a continental adventure all from the plush interiors of his Land

    Cruiser -http://www.youtube.com/watch?v=DzAF5nY01d0

    He not only imagines driving effortlessly through a rough terrain, but also a look at his passengers reveal

    a multitude of cultures from Indian to African native passengers, all comfortably seated. This shows how

    the Land Cruiser is not limited to a particular geography but has an universal appeal and utility. When he

    is eventually awakened by a sales dealer, he realizes he has been sitting behind his wheel all along and

    immediately opts for a test drive. Such ads reflect the true potentials of the versatility and power of the

    Land Cruiser, as well emphasizing the attention to luxury.

    In creating such ads, Land Cruiser is able to keenly appeal to the emotional side of customers who

    having seen the ads and commercials, are inspired to follow suit by picking up a Land Cruiser and taking

    it for a drive off-road. It also creates a sense of esteem, by portraying Land Cruisers position as a luxury

    brand globally.

    http://www.youtube.com/watch?v=DzAF5nY01d0http://www.youtube.com/watch?v=DzAF5nY01d0http://www.youtube.com/watch?v=DzAF5nY01d0http://www.youtube.com/watch?v=DzAF5nY01d0
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    Campaign Analysis

    Targeting ardent adventurists as well as thrill-seekers the campaign embodied the free-spirit of the

    vehicle and offered insight on the rich blend of luxury and esteem that was integrated with raw power

    and performance in the Land Cruiser. The segmentation therefore were as follows :

    Analyzing the product offering and segmentation we attributed the following brand personalities to

    Toyota Land Cruiser. Excitement based on the combination of raw power, with great control options,

    the ease of steering and the high end performance offered. Lastly, ruggedness that is portrayed with the

    all-terrain driving abilities of the Land Cruiser, through any weather, any land.

    Geographic

    Major cities in the US, with a busy metropolitan/vibrant suburban structure.

    Demographic

    Age : 18 - 45 +

    Gender : Male/Female

    Income : Full-time top level earners, entrepreneurs, business-owners

    Occupation : Entrepreneurs, executives, employees, conservationist, researcher, botanist.

    Family life cycle : Married/Unmarried

    Psychographic

    Social Class : Middle, Upper Middle, Lower Upper, Upper.

    Lifestyle/Personality : Affluent, Posh, Carefree, Exciting, Thrill-seeking, Confident, Outgoing,Open-Minded, Enthusiastic, On-the-go, Ambitious, Fearless, Adventurous.

    Behavioral

    Occasions : Occasionaly

    Benefits : Style, power, performance, versatililty, innovative, sleek, maneuvarable

    User Status : Potential user.

    User Rates : Moderate user

    Readiness Stage : Aware, interested, potential buyer.

    Attitude towards products : Positive, enthusiastic, open-minded.

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    Lexus LS

    History

    In a meeting with top management, strategists, and engineers in August 1983, Toyota Motor

    Corporation Chairman, Eiji Toyoda posed a question to the group, Can we create a luxury car to

    challenge the very best? Their response was Lexus, starting with the LS 400 flagship sedan.

    Toyotas decision to enter the American luxury market came as American buyers of its most popular

    vehicles were maturing and growing more affluent. Most upscale vehicles made by Toyota were not

    offered in the United States, and the top of the line Cressida could not compete with luxury European

    and American models. (Toyota USA Automobile Museum)

    On September 1, 1989, the Lexus LS 400 (and ES 250) sedan went on sale at 65-70 Lexus dealerships

    across the country. Equipped with a 4.0-liter, four-cam, 32-valve aluminum V8 engine with 250

    horsepower, the 1990 LS 400 also included a long list of luxury features.

    LS 400 also introduced over 300 engineering and design firsts to the world including: a standard four-

    speed automatic transmission with its own computer that talked to the engines computer to ensure

    smooth shifting; a Traction Control System for better control on slippery roads; use of sound dampening

    material combined with engineering details to minimize NVH (Noise, Vibration, Harshness); and a tilt-

    and-telescopic steering wheel combined with drivers side airbag.

    After limited complaints about cruise control malfunction and stoplight house distortion, Lexus decided

    to recall all 8,000 of the LS 400 sedans sold in 1989. Turning the recall into a Special Service Campaign,

    Lexus used the opportunity to establish itself as the industry leader in customer service. Dealers

    contacted LS owners personally, picked up the cars from homes, fixed the problems, and quickly

    returned the vehicles freshly washed with full tanks of gas and, in some cases, provided small gifts to

    make up for the inconvenience.

    In 1991, Lexus became the No. 1 luxury import in the U.S. for the first time, topping Mercedes Benz and

    BMW with over 70,000 units sold. Fifty-two percent of Lexus sales that year were LS 400 sedan. (Toyota

    USA Automobile Museum)

    Lexus transcended into the modern symbol of suave elegance for Toyotas product line today through

    constant attention to detail, quality and above all the customer for this high end luxury car. Having

    consolidated Toyotas image as a sincere, reliable brand Lexus took that one level higher. This paper will

    attempt to understand the mechanics of that process, particularly in light of the LS 460 brand. Quoting

    features, campaigns and promotional techniques, we will determine the brand segmentation, appeal

    and personality simultaneously.

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    Features/Specifications and Price

    Lexus LS 460, oozes in luxury. Aiming for not just a product, the LS 460 provokes a lifestyle. It attracts

    not customers only, but zipcodes that stand out from the rest. The target market of affluent lifestyle

    seekers are satisfied by LS 460s four foundations within its marketing mix, starting off with its luxurybrand positioning.

    The luxuriously appointed LS cabin has always been an industry benchmark. And the interior of the 2012

    LS is no different. Sumptuous available semi-aniline leather trim is hand-chosen from premium full-grain

    stocks and is used for the interior. The executive class seating arrangement provides extra legroom and

    the ambience is further encapsulated by the Mark Levinson Reference Surround Sound Audio System

    designed specifically for the interior of the LS.

    Toyotas passion to deliver an exceptional luxury experience is apparent throughout. The steering

    wheels leather is hand-buffed for hours with a soft bristle. The headlamps are pain-stakingly developedto accurately mimic the look and effect of Baccarat crystal. And to help match color and grain, all the

    LSs interior paneling is hand-selected. As a final quality check, each LS is individually track-tested before

    it is released.

    Toyotas second proposition through LS 460 is of performance. While customers normally wouldnt

    expect one of the most luxurious sedans on the road to be so powerfully capable, LS 460 is exactly that.

    The LS 460 features a V8 that delivers 380 horsepower8 with a worlds first eight-speed automatic

    transmission. It takes power to the next level with 438 total system horsepower8 and a 0-to-60 of just

    5.5 seconds and Brembo brakes and a sport-tuned suspension are offered exclusively. Other features

    such as direct and port fuel injection and a multi-link suspension are standard on all models and are just

    a few of the many features that provide drivers with an incredibly capable ride. To offer the driver

    greater acceleration and virtually seamless shifting, the LS is equipped with the worlds first eight-speed

    automatic transmission. The LS 460 is also aerodynamically designed, and made to look every inch a

    luxurious, executive ride.

    Thirdly, LS delivers keenly on innovation. In addition to the more expected navigation system

    capabilities, the available voice-activated Navigation System5 comes equipped with two very convenient

    available features, NavTrafficTM and NavWeather. Traffic speeds, road closures and accident updates

    are processed when available and relayed to the LS where the Navigation System5 uses the information

    to help you avoid congestion. NavWeather provides real-time weather reports for specific cities and

    even automatically alerts you of severe weather. Finally, if change of plans leads to a longer drive,

    available SiriusXM Satellite Radio offers two available features to pass the time: Stocks to help track

    your investments and Sports for scores and news on pre-set teams.

    The LS 460 offers modifications and personalization with choices on color coats, interior material and

    design, and the addition of accessories. Featuring world-class design, innovation and style, LS 460

    seamlessly blends old-world craftsmanship with state-of-the-art amenitiesall to help make the driver

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    as content and comfortable as possible. Consequently, a target market consisting of savvy, affluent

    buyers looking for not just a car for transportation but a lifestyle and statement is sufficed. The

    exceptional attention to detail allows LS 460 to target an income group that is well above the country

    median. Constituting of top executives who want luxury as well as top notch performance, power and

    steer ability from their car as well the ability to be constantly on the loop with innovative

    communication, radio and connectivity features.

    In addition to the three propositions already discussed, the high end feature collection and offering

    allows LS 460 to cater and connect to a privileged few with the ability to purchase at high end prices.

    Thus offering a brand reputation that no other company can.

    The LS 460 starts with base MRP of $67680, with four different models going up to $75480. Additionally,

    a fully personalized purchasing experience is created with personal calls from dealers, handling and

    delivery, maintenance visits, tutorials and enhancing experiences for an additional charge. Close

    competitors such as the Mercedes E350 Luxury Sedan prices below the LS 460 at $ 52,330, while the

    BMW 550i sells out at a cool $63800. (US Car Reviews)

    The sincerity and commitment to quality shown along with premium hospitality and pricing package

    again defines the target market for LS 460.

    Marketing Campaign

    For more than 20 years, Lexus' LS showcased the brand's top levels of technology, interior furnishings

    and driving refinement. The Lexus LS 460 at launch in 2007 was the latest model in this well-known

    premium luxury sedan line.

    Toyota in line with its dedication to quality and efficient management ethos offered the LS 460 for pre-

    purchase via internet through dealerships so as to boost intrigue and sales. However the edge for the

    entire marketing offering for Toyota was their advanced and dedicated customer relation management

    services through dealerships and customer touch points as it had done for the last 23 years. So much so

    that an entire college was set up called the Lexus College for dealer training and management.

    Dealership associates were trained to treat customer service as a craft and are given advanced tools to

    help them go the extra mile with customer who were becoming more and more technologically savvy.

    Toyota wanted dealership associates to be able to communicate effectively with them throughout the

    sales, delivery and ownership process.

    Besides the premium experience, valued customers were kept updated with relevant product upgrade

    and information and even given exclusive looks into new models while taking their opinions and ideas

    about existing models or improvements as well.

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    The LS 460 was launched amidst avid fanfare and it required a suitable commercial campaign. Over the

    years several campaigns have been run including the famous The Tough Way and Engineering Amazing

    campaign (Lexus Enthusiasts). However this paper will analyze one commercial that encapsulates LS

    460s entire brand offering comprehensively-

    http://www.youtube.com/watch?v=LXURmyp6ceI

    This 2009, Mark Eaton directed spot was broadcasted primetime across U.S and was featured in various

    spots throughout the sporting calendar. It starts with close-ups of the LS 460 in ambient city lighting that

    highlights the curves and the design specialties of the LS. An immediate attraction is further generated

    with a full body view of the LS as it drives through. The background speech quickly introduces the

    audience to the complete list of offerings in LS 460. The scene then focuses on the driver, who initially

    with his folded shirt attire suggests a ride back home after a long day at work, gives away upon closer

    inspection to a party of 5,all well-dressed and visibly affluent seemingly heading out for a night out. The

    scene quickly refocuses on the dashboard portraying the array of innovative gadgets available in the LS

    460, as well as the posh interiors. The ad then simply pans out focusing on the cars full body featuresand claims before ending in a high street galleria in the city, that the LS 460 is always luxurious and

    flawless inside and out.

    The spot emphasizes the attention to luxury and the demographic of individuals that make up the target

    market.

    http://www.youtube.com/watch?v=LXURmyp6ceIhttp://www.youtube.com/watch?v=LXURmyp6ceIhttp://www.youtube.com/watch?v=LXURmyp6ceI
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    Campaign Analysis

    Targeting executive level affluent professionals as well as families the campaign embodied the luxurious

    spirit of the vehicle and offered premium that integrated this iconic brand. Our segmentation therefore

    reflects the above discussed brand propositions.

    Analyzing the product offering and segmentation we attributed the following brand personalities to

    Lexus LS 460. Sophistication owing to the luxurious detailing and benefits available, and excitement

    based on the bounty of innovation that came in the form of interface, connectivity and technology in

    each LS 460.

    Geographic

    Major cities in the US, with a busy metropolitan/vibrant suburban structure.

    Demographic

    Age : 18 - 45 +

    Gender : Male/Female

    Income : Full-time top level earners, entrepreneurs, business-ownersOccupation : Entrepreneurs, executives, C-level executives, business-owners, politicians.

    Family life cycle : Married

    Psychographic

    Social Class : Middle, Upper Middle, Lower Upper, Upper.

    Lifestyle/Personality : Affluent, Posh, Suave, Eleqouent, Elegant, Confident, Outgoing, Open-Minded, Enthusiastic, On-the-go, Ambitious, Achiever, Adventurous.

    Behavioral

    Occasions : Occasionaly

    Benefits : Style, power, performance, premium benefits, brand recognition, value-addedpremiums, innovative.

    User Status : Potential user.

    User Rates : Moderate user

    Readiness Stage : Aware, interested, potential buyer.

    Attitude towards products : Positive, enthusiastic, open-minded.

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    Prius

    History

    In 1995, Toyota embarked on a evolutionary, and progressive venture to revolutionize the auto industry.Aligned perfectly with one of five key principles of Toyota, they looked ahead to the future with Long-

    term planning.

    Instead of responding to trends, fads, and quarterly numbers, Toyota looked far ahead, and devoloped

    products resonating for a long time. The Toyota Prius hybrid - which debuted in 2000, when a gallon of

    gas in the US cost a mere $1.50, and the average car buyer cared more about cup holders and electric

    sliding doors than gas mileage (Toyota USA Automobile Museum). The iconic Prius, of course, turned out

    to be a breakthrough vehicle, and Toyota sold its 1 millionth Prius in March 2007. With gas prices and

    fuel economy now a top concern, the Prius has helped Toyota take a commanding lead in green

    technology. (Advance! Business Consulting).

    Arriving in the summer of 2000 in United States, it was offered for pre-sale via the internet. 1800 Prius

    sold with a MRP of $19995. It was not only placed within good affordability but had production features

    such as certified Super Ultra Low Emissions Vehicle with an EPA estimated fuel economy rating of 52

    miles per gallon city and 45 highway. Its technical advances and low emissions led to a variety of awards

    throughout 2001 from environmental groups like Sierra Club and engineering groups like the Society of

    Automotive Engineers. It also caught the interest of many environmentally conscious celebrities and

    public figures as well as to the demographic of buyers wanting a good mileage and power ratio from

    their vehicles.

    To cater to a burgeoning need for more space, demand for power and affordability from the U.S crowdToyota launched the second generation Prius in 2004. The second-generation Prius featured the Hybrid

    Synergy Drive power train and grew to a mid-size sedan for 2004. It debuted at the 2003 New York

    International Auto Show. Still priced at $19,995, the Prius was again offered to early buyers online and

    12,000 pre- orders were taken. Demand for the second-generation Prius was so high Toyota increased

    production several times while customers were put on waiting lists at dealerships.

    The 2004 Prius was more powerful than the previous generation, going from 0-60 MPH in about 10

    seconds. Its unique new wedge-shaped design made it one of the most aerodynamic production vehicles

    in the world, even while providing more passenger and cargo room. The Hybrid Synergy Drive combines

    a 1.5-liter four-cylinder gasoline engine that provides 76-horsepower and an electric drive motorproducing a maximum power of 50-kilowatts (67 horsepower). (Toyota)

    The Prius line by now had established a firm hold on the hybrid market, earning rave sales figures and

    reputation. It also won accolades from leading automobile magazines, groups and design houses.

    This paper focuses on the latest offering from the Prius line. Toyotas third generation, 2012 Prius-C.

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    Prius C

    The 2012 Prius-C brought a proposition suited perfectly to the everyday city goer. Toyota had not just

    mileage in mind, they also upgraded the offering with a more powerful and cleaner drive system, as well

    as exceptional safety features. Prius-C is all about getting people there, with amazing navigational

    abilities and a smart, fun experience.

    The following will provide relevant features, pricing strategies, marketing campaign strategies and

    segmentation that will link simultaneously to the target market, and the brand proposition aimed for by

    Toyota.

    Features/Specifications and Price

    The 2012 Toyota Prius-C, is the smallest member of the Prius Family and the most affordable Prius ever.

    Its compact size makes it remarkably city friendly. Plus, its EPA-estimated 53 mpg rating in the city is thehighest of any hybrid vehicle without a plug. With features like the available Entune3 multimedia

    system, Prius c connects connect people while being fun at the same time. (Toyota)

    Toyota also brings their very own revolutionary Hybrid Synergy Drive in to the Prius-C. Hybrid Synergy

    Drive combines a gasoline engine, two electric motor/generators, an Electronically controlled

    Continuously Variable Transmission (ECVT), and a high-voltage battery pack that powers the larger of

    the two motor/generators when its driving the wheels. Depending on the situation, Hybrid Synergy

    Drive can operate in electric-only, gas-only or combined electric/gas mode. With each generation, this

    tried-and-tested system gets more efficient, more reliable and more popular.

    While catering to the cost conscious crowd, the Prius-C also offers a large interior usage-space. Prius c

    has 60/40 split fold-down rear seats and 17.1 cu. ft. of cargo area. And to further appeal to the

    experienced car enthusiast looking for a great drive, it adds to its value superior maneuvering and

    control standards. Besides 9 airbags, Prius c comes standard with the Star Safety System a suite of six

    active safety features designed keep users out of of harms way. The advanced system includes Vehicle

    Stability Control (VSC), Traction Control (TRAC), Electronic Brake-force Distribution (EBD), Anti-lock

    Brake System (ABS), Brake Assist(BA) and Advanced Airbag Systems.

    For the style savvy crowd, Prius also offers 9 different and trendy color coats with choices on interior

    and rim patterns.

    The Prius-C comes handy however with the range of price offerings it markets. While running costs are

    significantly reduced due to the electricity based system it offers great mileage as well utility. The Prius-

    C uses pricing wisely, offering base prices as well as upgrade availabilities that constantly add more

    value for each customer dollar.

    Prius-C comes in four offerings, namely Prius-C One to Four. Each offers a slightly better proportion of

    mileage to performance ratio as well as additional features. Prices offered are from $18,950 to $23,330.

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    The affordability becomes evident when compared to other hybrid brands and their prices. For example

    the Ford Fusion 2012 goes off at $28000 and up, while the Chevrolet Volt sells for in excess of $25500.

    Toyota therefore manages to deliver on its promise of efficient, fuel conserving, fun and affordable ride.

    (US Car Reviews)

    Marketing Campaign

    The Prius-C was launched amidst anticipation of the entire auto industry. And it didnt fail to deliver, as

    it joined forces with Saatchi & Saatchi in March 12th, launching the brand new model with an integrated

    marketing campaign called The Game of Life with Prius C. It demonstrated key vehicle attributes in a

    fun and approachable way that aimed to appeal to first-time car buyers looking for a fuel-efficient and

    tech-savvy solution to their transportation needs.

    In our evaluation of a commercial spot for Toyota Prius C, we examined the varying elements of that

    very commercial chain -http://www.youtube.com/watch?v=W4vItMp8Qlw

    http://www.youtube.com/watch?v=2q7QzX6WBUA

    The spot shows a plain-suited man in conversation with the audience, plainly describing how life can

    take an individual be it a businessman, single mom, student, mid-lifer or anyone to various avenues. It

    then plainly tells why the Prius-C is a perfect companion for such purposes.

    The commercial serves as an intro to a line of other ads portraying varying important factors and

    features of the Prius-C. One such ad shows how the ease of travel, and affordability meant that a hip,

    trendy, city girl could take her dog for special treatment without having to spend excessively. It also

    showed how a man could quickly rush to his failing cooking experiment back home, and using the latest

    GPS enabled Prius-C he could pinpoint nearby cookeries and save the day.

    Both ads, simple as they are connect to audiences closely and simply by providing simplistic social cues

    about how the Prius-C is beneficial. It provides them with direct information often lacking in other

    commercials for cars, and it also through its creative use of different instances show Prius-Cs

    applicability in different uses throughout life. The use of friends or families in the ads also go on to

    effectively state Prius-Cs offering of being a good family car. It portrays Toyotas efforts to design to

    function as an urban-friendly vehicle with an engaging driving experience, accessible price, a city fuel

    economy available convenience and advanced in-car electronics features and attracting that market.

    According to Toyota the campaigns multi-faceted approach was due to its intention of being easily

    shareable for everyone through popular everyday medium. The campaign goes further by offeringplatforms besides broadcast television, print media, user-experience by offering a YouTube channel that

    provides car buying and financial advice. It reaches across Toyotas sincerity as well as mindfulness to

    appear innate to an active lifestyle.

    Digital programs, including those in partnership with YouTube, Facebook, Hype Machine, Pandora and

    Hulu, was launched to leverage all digital screensWeb, mobile and tabletto support the target

    audiences media behavior. Toyota also offered consumers a chance to get behind the wheel and

    http://www.youtube.com/watch?v=W4vItMp8Qlwhttp://www.youtube.com/watch?v=W4vItMp8Qlwhttp://www.youtube.com/watch?v=W4vItMp8Qlwhttp://www.youtube.com/watch?v=2q7QzX6WBUAhttp://www.youtube.com/watch?v=2q7QzX6WBUAhttp://www.youtube.com/watch?v=2q7QzX6WBUAhttp://www.youtube.com/watch?v=W4vItMp8Qlw
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    experience the vehicle first-hand. The Prius c was further integrated into a number of lifestyle events,

    music festival activations and ride and drive experiences. Lastly, Prius-C also appeared in a number of

    print publications, including TIME, People, InStyle and Sports Illustrated. Digital elements were

    integrated into portions of the print plan to reflect insights about the multi-tasking, always on nature

    of the Prius ctarget. In addition to these placements, out of home boards inviting consumers to meet

    the Prius c were displayed in several markets. (Toyota)

    Campaign Analysis

    Targeting city-dwelling millennials, the campaign embodied the youthful spirit of the vehicle and offered

    creative content that integrated this iconic brand. The Game of LIFE with Prius C also takes into

    consideration that young professional millennials shop and makes purchase decisions very differently

    than other generations of car buyers. Marketing appeal and evaluations have been discussed above,

    lastly segmentation was as such:

    Geographic

    Major cities in the US, with a busy metropolitan/vibrant suburban structure.

    Demographic

    Age : 18 - 45 +

    Gender : Male/Female

    Income : Dependants (middle, upper-middle, higher class), Part-time earners, Full-time earners

    Occupation : Students, Full-time employees, graduates, homemakers, entrepreneurs.

    Family life cycle : Young, single. Married, no children/with children. Unmarried.

    Psychographic

    Social Class : Middle, Upper Middle, Lower Upper, Upper.

    Lifestyle/Personality : Cost-concerned, Outgoing, Open-Minded, Enthusiastic, On-the-go,Energetic, Enthusiastic, Exciting, Adventuristic, Risk-taker, Ambitious, Fun loving, Aspiring, Multi-tasker.

    Behavioral

    Occasions : Daily usage

    Benefits : Affordability, efficient, easy, safe, trendy, reliability, longevity.

    User Status : Potential user..

    User Rates : Heavy user.

    Readiness Stage : Aware, interested, potential buyer.

    Attitude towards products : Positive, enthusiastic, open-minded.

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    Analyzing product features, benefits in coherence with target market and appeal generated allowed us

    to ascertain a brand personality for Toyotas 2012 Prius-C.

    The Prius-C fulfills everything a city-dwelling individual, perhaps a first time buyer with cost

    considerations, or a busy associate looking for efficiency and ease with smart design and advanced

    technology looks for in a car. Toyota delivers all on those frontiers and therefore showers the Prius-Cwith sincerity, excitement and competence.

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    Appendix

    Print Adverts

    Prius C

    Lexus LS 460

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    Land Cruiser 4WD

    Camry 2012

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    alignment/strategic-alignment-business-cases/the-rise-of-toyota.aspx

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    http://www.toyota.com/compare/index.html?modelCode=landcruiser#h_advantages

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    http://www.toyota.com/compare/index.html?modelCode=camry#h_overview

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    http://www.toyota.com/about/environment/hybrids

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    US Car Reviews. (n.d.). US Car Reviews/Hybrids. Retrieved Mar 29, 2012, from

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    midsize-market/50106642/1