in Pakistan they both are more of a status symbol for the well-offs.

Even between Honda and Toyota, the prestige varies considerably. While Toyota is seen in majority on the roads, and has more of a resale value\ One major reason for that is that Corolla is trying to be all things to everyone. It is trying to appeal to different segments of the society with just one model. Although the specifications vary greatly from 1.3 XLI to 2.0D to 1.8 Altis, the look and the basic specifications remain essentially the same. Why would someone who can afford an Altis buy it when his lesser counterpart has essentially the same car (1.3 XLI) at a far lesser price? If hes paying more, its not for the superior technical specifications but for the chance to be able to stand out from the lesser mortals who cant afford an expensive car.

Unfortunately for Honda, the new Corolla model which was launched just a few months prior to the City launch caught the fancy of the target market. This combined with the fact that Toyota really dug into the launch campaign which was aggressive at least by the standards of the Pakistani automobile industry. It encompassed all the media, and most importantly hammered incessantly their USP (Unique Selling Proposition/Point)- the Cruisetronic feature, whereby you could put the car on cruise control at a certain speed without sweating it out yourself. However, from a consumer point of view, it wasnt the USP that triggered the chain reaction of sales. It was the similarity of look to that of Camry especially from the front and the fact that the car is designed in such a way that its body appears wider and lower than not only its previous model, but wider than the City and Liana as well, both of whom have focused on stretching the car vertical rather than horizontal. Toyota has communicated its brand positioning in every Tom, Dick and Harry publication. The other day I received a magazine called Slogan I didnt even know existed and right at the back cover is the new Corolla in all its glory. On the radio, they targeted the upscale albeit young segment by sponsoring the Evening Drive Show on CityFM89 and offering tickets to the Cold Play concert in Dubai as prize for those answering a couple of audaciously simple questions. It can be said that the sort of people who actually listen to Cold Play are predominantly the youth segment which hardly qualifies as target material for Toyota. It is thus no surprise that the winner was a young bloke who although would be grateful to the Toyota people for giving him such a fantastic experience, doubt would be rushing to the nearest Toyota dealer to get his hands on the new Corolla. He just doesnt have the wallet for it. Its basic consumer behavior fallacytrying to target those who desire your brand but cant

BLOG USAGE

http://toyota-indus.com/dream_car_art_contest/ SEGMENTATION TARGETING

ethods of marketing communications

Advertising is just one element of the marketing communication arsenal, which can be divided into the following areas:

Advertising a mass media approach to promotion

Outdoor Business directories Magazines / newspapers TV / cinema Radio Newsagent windows

Sales promotion - price / money related communications

Coupons Discounts Competitions Loyalty incentives

Public relations - using the press to your advantage

Press launches PR events Press releases

Personal selling one to one communication with a potential buyer

Salesmen Experiential marketing Dealer or showroom sales activities Exhibitions Trade shows

Direct marketing - taking the message directly to the consumer

Mail order catalogues Bulk mail Personalised letters Email Telemarketing Point of sale displays Packaging design

Digital marketing new channels are emerging constantly

Company websites Social media applications such as Facebook or Twitter Blogging Mobile phone promotions using technology such as bluetooth YouTube E-commerce

Read more: http://www.marketing-made-simple.com/articles/promotionalstrategy.htm#ixzz1rp8duLFY

positioning
Positioning is the process of developing an image for your company or product. This can be achieved partially through branding, but it's important to realise that all elements of the marketing mix combine to provide the full picture. You must ensure that all areas of your business live up to expectations in order to successfully position yourself in the way you hope. Positioning also considers the competition, and you need to explain why you are unique in the marketplace and better than the other products on the shelf.

branding and messaging

Branding is a powerful tool for positioning your product. Branding is used on almost all customer facing elements of a product, from the packaging design to the style of writing used on posters. Every communication a customer received adds up to form a mental picture of your brand and can influence the price they are willing to pay for your products. This ability to charge more due to the positioning of your product is known as 'brand equity'. Your branding also needs to consider your unique selling points (USPs) and ensure these are easily recognised through your messaging is your product the best value, longest lasting, sweetest smelling or fastest?

corporate identity
A corporate identity is a useful tool to ensure that your branding is used in a consistent way throughout the company. This detailed document runs through almost every conceivable customer touch point and provides guidance on the presentation and style which should be used. This could include use of logos, colours, tag lines, uniform and the type of coffee to serve guests. A CI guide is particularly useful if any creative work it outsourced to agencies or freelancers or if you have many offices worldwide. The most powerful brands can be identified by many elements of their communications

material, not just a by their logo or slogan and this is due to successful implementation of a recognisable corporate identity. Recognition is a key part of any purchase decision so a corporate identity should for a core element of your advertising strategy.

4. development of the advertising message

Once you have determined the positioning for your brand, it's time to develop the message in order to influence your target groups. Advertising objectives should be directly linked to your marketing plan, and tend to fit into the following generic categories:

Inform - raising awareness of your brand & products, establishing a competitive advantage Persuade - generating an instant response (usually driving sales) Remind - to maintain interest and enthusiasm for a product or service

It's a documented fact that creative, well branded, distinctive advertising generates the best results so ensure you use the best possible creative team you can get your hands on, and give them a detailed brief. Remember that a message will only be successful if it appeals to the target audience, so constantly refer back to the customer and tailor the ads to them.

final words
Almost every business in the world will deal in advertising at some point, whether it is a listing in the Yellow Pages, or a billboard in Times Square. Whatever you're planning, the strategic thinking behind all advertising is essentially the same get to know your audience, target them efficiently and position your brand in the way that will benefit your business.

Read more: http://www.marketing-made-simple.com/articles/promotionalstrategy.htm#ixzz1rp8rqHz9

Advertising

Public Relation and Community Building Showexercises

Personal Selling

Direct Marketing