Promotional ad

campaigns
Emphasis on quality….
Toyota's marketing efforts have focused on
emphasizing the positive experiences of ownership
and vehicle quality.
The ownership experience has been targeted in
slogans such as "Oh, what a feeling!" (1978–1985, in the
U.S.)
"Who could ask for anything more" (1986–1989),
 "I love what you do for me, Toyota!" (1990–1997),
 "Everyday" (1997–2000)",
 "Get the feeling!" (2001–2004)
 "Moving Forward" (2004–present).
Analyzing strategies…
In developing countries corolla and camry are taken as
premium luxury cars.
For e.g. high court judges are provided with corolla having
executive look rather than skoda or honda city which have
somewhat sporty look
The company provides 3 yrs warranty or 1 lac km on all
repairs with genuine spare parts
Location pricing according to different cities.
Different packages for e.g. corolla – power tilt side
moonroof, cruise control, touch screen navigation system,
all weather guard package, sport package, leather trim
package
Contd…
ATL spending – $64 million dollars
Targeted urban males
Half was spend on TV, other was spend on tv,
newspaper
BTL spending - $48million dollars
Promotion and merchandising, sponsorships etc
Promoted through advertisements as brand having
sporty look for e.g. corolla altis and fortuner
Targeting upper middle class and higher upper middle
class.
Festive seasons are capitalized by discounts, low
interest financing.
トヨタ自動車株式会社
‘Moving Forward’
'Moving Forward'
Having a passion for innovation and discovery
Never standing still.
Designing and building cars and trucks that help
customers achieve their goals."
"Moving Forward" is a new communication strategy
that allows for inspirational advertising that taps into
fundamental human values.
In Hispanic it is ‘Avanza Confiado’
In America
Toyota’s latest ad campaign
“Beyond cars”
‘To contribute to society through
the manufacturing of
automobiles’ is founding
principle of toyota.
The ad features two team
members carrying a life-size
representational frame of a Camry
through the streets.
The themes of the print ads are: 
We see ways to enrich the
community
We see a greener tomorrow
We see beyond cars
 
Greenathon Campaign
 INDIA’S FIRST EVER 24
HOUR LIVE TELEVISION
 24 hours of nonstop television
dedicated to creating awareness
about environmental issues
 Rs. 2.40 crores of donations will
light up 80 villages with solar
powered lanterns
The NDTV - Toyota Greenathon started across the
NDTV network on February 7, 2009 at 7.00 pm
A host of events were organized throughout the
country as a part of the Greenathon:
Cleaning up the Yamuna - NGO Swechha held the
first ever 24-hour Yamuna clean-up drive on the 7th
and 8th Feb '09.
Rock Concert at the Yamuna
Mumbai City clean up drive
Marathon Man - Model, actor and our Marathon
Man Milind Soman ran for 24 hours supporting our
cause of saving the environment.
Pricing