MKT 2100: Marketing Fundamentals

Module 3 - Consumer Touchpoints Worksheet

Module 3

Milestone 1: Consumer Touchpoints

Deborah O. Ohiani

Nexford University

MKT 2100: Marketing Fundamentals

Dr. Adebowale Onatolu

July 23, 2023

 MKT 2100: Marketing Fundamentals
Module 3 - Consumer Touchpoints Worksheet

Complete this worksheet using the directions within to guide you. Submit your completed worksheet in the “Assignment and Grades”
tab in your course menu. When you have submitted this assignment for grading, please return to Module 3 for a module wrap-up.

Consumer Touchpoints

Scenario: You are a newly appointed Marketing Manager, and you report to the Marketing Director of a major corporation. Your
company is preparing for an annual meeting, and everyone is busy preparing for the upcoming event. Your marketing director is
interested in analyzing the customer experience to make sure that it is among the top in the industry.

Your task is to evaluate your company’s customer experience by evaluating customer touchpoints. You will be focusing primarily on
their integrated marketing communications (IMC); remember this includes all promotional/media touchpoints. You will need to report
on how things are going in the customer’s decision-making journey (including problem recognition, information search, evaluating
alternatives, making the purchase, and post-purchase evaluation). You will need to make recommendations on where changes are
needed to make the customer experience even more effective. You are very excited about the opportunity to be involved in this process,
and you want to make a good impression.

Directions: Complete this worksheet.

Select a company and brand of your choice from this list:

❏ Apple
❏ BMW
✓ Toyota
❏ Starbucks
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Module 3 - Consumer Touchpoints Worksheet

❏ Sears
❏ JCPenney
❏ Samsung
❏ Netflix
❏ Amazon

What year was the company established? 28th August 1937

In what country is the company incorporated? Japan

Provide a brief overview of the brand you selected. (no more than 200 words)
Toyota Motor Corporation is a leading Japanese automotive manufacturer founded in 1937. It is renowned for its innovation, quality,
and reliability in producing a wide range of vehicles, including passenger cars, trucks, and hybrids. Toyota pioneered the Toyota Production
System (TPS), a highly efficient manufacturing process adopted worldwide. With a global presence, Toyota operates in various countries
and consistently ranks among the top automobile manufacturers in terms of sales volume. The company is actively investing in research
and development to stay ahead in automotive technology, including electric and autonomous vehicles. Toyota also emphasizes
sustainability and corporate social responsibility, aiming to create environmentally friendly products and positively contribute to
communities. Overall, Toyota's commitment to quality and innovation has earned it widespread trust and loyalty from customers worldwide.

Describe the brand’s target market. (no more than 200 words)
Toyota's target audience is diverse, encompassing individuals of all ages and genders, with a specific focus on young adults aged
18-35 who are drawn to the brand's innovative technology and sophisticated aesthetics (Karthikeyan & Bajj, 2023). Moreover, Toyota caters
to families and individuals seeking affordable and reliable transportation solutions, emphasizing safety and practicality. The company also
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Module 3 - Consumer Touchpoints Worksheet

appeals to environmentally conscious consumers with its range of hybrid and electric vehicles, promoting fuel efficiency and sustainability.
Furthermore, Toyota targets tech-savvy individuals interested in advanced features and connectivity, incorporating cutting-edge technology
and infotainment options in its vehicles. By catering to various consumer preferences and needs, Toyota maintains a strong presence in the
automotive market, positioning itself as a brand that offers reliable, stylish, and eco-friendly transportation options.

Identify the brand’s major competitor: Ford Motor Company.

Consider the company’s media touchpoints as well as those of the company’s major competitor. Conduct research to aid in your successful
analysis. You will need to review the companies’ websites, press releases, advertising, digital media, articles, blogs, etc. Report your findings
in the chart below.

Company name: Toyota Competitor Name: Ford Motor Company

List the IMC components Evaluate what the What could be done to List the IMC components Evaluate what the competition Rate each touchpoint area. Is
currently used (at least company does well improve the customer currently used (at least 5): does well when using this the competition offering a
5): (consider TV, radio, when using this media experience with this media (consider TV, radio, blogs, direct media touchpoint. better, equal, or lower customer
blogs, direct mail, touchpoint. touchpoint? mail, sponsorships, newspaper, experience?
sponsorships, social media, video, website,
newspaper, social digital, etc.) Use the following symbols:

media, video, website,

● Better +
digital, etc.)
● Equal =
● Lower -
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Module 3 - Consumer Touchpoints Worksheet

TV Advertising Toyota excels in Toyota could enhance TV Advertising Ford's TV commercials

producing
emotionally
its TV advertising by
incorporating more
are impactful and
emphasize the
=
engaging and diverse storytelling that performance, durability,
visually resonates with specific and ruggedness of their
captivating TV target segments. By vehicles. They
commercials that tailoring ads to address effectively target
showcase their different customer different customer
vehicles' features, needs and aspirations, segments, including
safety they can create a more truck enthusiasts and
innovations, and personalized connection families seeking reliable
environmental with viewers. transportation.
initiatives. Their
advertisements
often evoke a
sense of trust and
reliability,
appealing to a
wide range of
consumers.

Social Media Toyota effectively Toyota can further Radio Advertising Ford’s radio ads
uses social media
platforms to
improve its social media
presence by actively
effectively target local
audiences,
+
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Module 3 - Consumer Touchpoints Worksheet

connect with engaging with communicating special

customers and customers through promotions and offers
build a sense of prompt responses to tailored to specific
community. They queries and comments. regions and
engage in Implementing interactive demographics.
interactive contests, user-generated
campaigns, content campaigns, and
respond to behind-the-scenes
customer glimpses can strengthen
inquiries promptly, the brand’s relationship
and share with its social media
compelling community.
content, including
user-generated
content and
behind-the-scenes
footage, to foster
brand loyalty.

Website Toyota’s website Toyota’s website can be Social Media Ford utilizes social
is user-friendly, enhanced with intuitive media platforms to
informative, and
visually appealing.
navigation and improved
load times to provide a
engage with its
passionate fan base and
=
It provides a seamless browsing share content related to
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Module 3 - Consumer Touchpoints Worksheet

seamless experience. their vehicles’

experience for Incorporating chat capabilities, design, and
customers to support and history. They actively
explore their personalized product participate in trending
vehicle lineup, recommendations can conversations, boosting
access pricing, assist customers in their brand visibility and
and financing decision-making engagement.
information, and journey.
locate nearby
dealers.

Digital Advertising Toyota leverages To enhance digital Website Ford's website is

digital advertising
to target specific
advertising, Toyota can
use advanced data
comprehensive and
showcases a wide range
+
audience analytics and AI-driven of vehicle models,
segments targeting to deliver more including its iconic
effectively. Their relevant ads to trucks, SUVs, and
use of consumers. This electric vehicles. The
personalized ads approach will increase website's configurator
and retargeting ad effectiveness and tool allows customers to
campaigns ROI. customize and explore
ensures that different options,
potential enhancing the shopping
customers receive experience.
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Module 3 - Consumer Touchpoints Worksheet

relevant
messages,
increasing the
likelihood of
conversions.

Sponsorships Toyota's strategic Toyota can leverage Digital Advertising Ford employs data-
sponsorships,
particularly in the
sponsorships to engage
in more cause-related
driven digital advertising
strategies, allowing
=
sports and marketing initiatives, them to reach potential
environmental aligning with social and customers with relevant
sectors, reinforce environmental causes messages and
its commitment to that resonate with their promotions. Their use of
innovation, target audience. This retargeting and location-
sustainability, and will reinforce their based targeting
community commitment to increases their
engagement. sustainability and marketing efficiency.
These community
partnerships help engagement.
strengthen the
brand's image and
appeal to
consumers who
value
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Module 3 - Consumer Touchpoints Worksheet

environmental
responsibility.

Video Content Toyota's video Toyota can create video Sponsorships Ford's involvement in
content is well-
produced,
content that focuses on
showcasing real
sponsorships, especially
in the automotive racing
=
informative, and customer testimonials industry, aligns with its
emotionally and experiences with performance-focused
resonant. They their vehicles. This brand identity. These
showcase their approach adds partnerships highlight
vehicle authenticity to their the brand's commitment
technology, safety messaging and creates to innovation and
features, and stronger emotional excellence.
involvement in connections with
charitable potential buyers.
endeavors,
fostering a
positive brand
perception.

Print Advertising Toyota's print Toyota can improve Video Content Ford creates engaging
advertisements
are visually
print ads by
incorporating QR codes
video content that
showcases its vehicles'
=
compelling and or interactive elements capabilities, safety
often focus on that direct customers to features, and design.
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Module 3 - Consumer Touchpoints Worksheet

specific models or personalized web pages They also use videos to

limited-time or promotional offers. highlight their
promotions. They This will make print involvement in
effectively media more engaging community initiatives
communicate key and interactive. and corporate social
messages to a responsibility efforts.
diverse audience
through various
print media.

Make recommendations on where changes are needed to make the customer experience even more effective. (250-500 words)
To enhance the customer experience for Toyota users, several key strategies can be implemented. First and foremost, focusing on
omnichannel integration is crucial. Ensuring a seamless and consistent experience across all touchpoints, including physical dealerships,
websites, social media, and mobile apps, allows customers to transition effortlessly between channels while maintaining a coherent brand
experience. This not only streamlines the customer journey but also reinforces Toyota's brand image and message. This omnichannel
experience provides an integrated and seamless customer journey by marketing, selling, and serving customers through various channels.
Regardless of the platform or method chosen, customers should have a consistent and cohesive experience across all touchpoints
(Fontanella, 2023).
Another essential aspect is the implementation of customer loyalty programs. By rewarding repeat customers and incentivizing
brand advocacy, Toyota can foster long-term relationships and increase customer retention. Exclusive perks, discounts, and personalized
offers can make customers feel valued and appreciated, encouraging them to remain loyal to the brand.
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Module 3 - Consumer Touchpoints Worksheet

Moreover, building brand equity is fundamental in solidifying Toyota's position as a leader in the automotive industry. By consistently
delivering high-quality, reliable, and innovative vehicles, Toyota can cultivate a positive brand perception among consumers. Establishing the
brand as synonymous with trust, dependability, and cutting-edge technology will contribute to brand loyalty and customer satisfaction.
Diversification and expansion into other global markets, like West Africa, present a significant growth opportunity for Toyota. By
tapping into emerging markets and tailoring their products to meet the specific needs and preferences of consumers in these regions,
Toyota can establish a strong presence and gain a competitive advantage. Expanding its reach beyond traditional markets allows the
company to diversify its revenue streams and mitigate risks associated with dependence on specific regions.
In conclusion, to make the customer experience for Toyota users even more effective, the company should prioritize omnichannel
integration, implement customer loyalty programs, focus on building brand equity, and explore expansion into other global markets, such as
West Africa. By adopting these strategies, Toyota can strengthen customer relationships, foster brand loyalty, and secure a competitive
position in the automotive industry on a global scale.

Research/References: Please ensure that you note any references that you use for research here as you may want to come back to this
later for your final project. (Include a minimum of three references.)
 MKT 2100: Marketing Fundamentals
Module 3 - Consumer Touchpoints Worksheet

Bullock, L. (2018, August 23). Examples of omnichannel marketing experiences that will inspire you. Smart Insights.

https://www.smartinsights.com/digital-marketing-strategy/examples-of-omnichannel-marketing-experiences-that-will-inspire-

you/

Fontanella, C. (2023, June 9). What is Omni-Channel? 20 Top Omni-Channel Experience Examples. Hubspot.

https://blog.hubspot.com/service/omni-channel-experience

Karthikeyan, A., & Bajj, A. (2023, May 23). Marketing Strategies of Ford: Accelerating Growth. Startup Talky.

https://startuptalky.com/marketing-strategies-of-ford/

Karthikeyan, A., & Bajj, A. (2023, June 12). Marketing Strategies of Toyota: Merging Performance & Sustainability. Startup Talky.

https://startuptalky.com/marketing-strategies-of-toyota/

Shastri, A. (2021, September 13). Comprehensive The Marketing Mix of Ford – With Detailed 4Ps. Indian Institute of Digital Education.

https://iide.co/case-studies/marketing-mix-of-ford/

Toyota UK Media Site Team (2021, March 1). Toyota Company Background. Toyota UK Media Site. https://media.toyota.co.uk/wp-

content/uploads/sites/5/pdf/210720M-Toyota-Company-Background.pdf

Wikipedia (2001, October 25). Toyota. https://en.wikipedia.org/wiki/Toyota