Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 words

Marketing in Luxury Cars - Case Study Example The ad has a creative bent helped by the tag "Engineered Mischief" which shows the car driving along and in the process casting a shadow shaped like a pitchfork. The advertising copy reads: "Born with a silver pitchfork in its mouth." In terms of consumer behavior, the focus of the Porsche Cayman print ad is targeted on persons who have a heavy substance and style. The Porsche Cayman cars are known for quality and performance advantage over most American-made cars. This constant superior car performance of the Porsche Cayman puts a high premium on these brands of cars. The Porsche Cayman wants to reinforce their sophisticated, high-class image by advertising and promotion that is highly focused on persons with status and privilege. In terms of over-all strategy, the marketing of this car is directed to the wealthy businessmen and executives as shown by the ad copy. The ad is directed to both the young and mature businessmen and executives as shown by the visual image of the devil's pitchfork which connotes great excitement, fun, breaking the barriers and adventure for the targeted market. The distribution of the car is handled by well-trained dealers. The print ads that the being introduced, each focusing on one of the pillars of the campaign. The print ads appear in magazines, including Time, Newsweek, Fortune, Real Simple, and Architectural Digest. The ad cites the economic impact: it focuses on Toyota's new plant in San Antonio, Texas, which directly employs 2,000 people and adds thousands of other new jobs to the area. The headline reads: "Can a pickup give 2,000 people a lift Why not" The ad cites a strong environmental commitment: it presents Toyota's aspirations for zero emission vehicles and zero waste in its plants. The headline reads: "Can you have an impact by making none at all Why not" The ad stresses social responsibility: it highlights Toyota's Driving Expectations Program, which teaches valuable defensive driving skills to teens and their parents. The headline reads: "Can the most important safety feature in a car be a teen driver Why not The ad campaign has a "vision" The text of the ad reads: WHY NOT Two words that are filled with possibilities. They can turn a challenge into an opportunity. An obstacle into an inspiration. It's a question we ask ourselves at Toyota every day. Because we're continuously looking for new ways to improve what we do. By asking tough questions. Can we make a car that has zero emissions Can we improve the economy of a community Can we enrich the lives of people around us Why not Toyota Lexus focused on market research to determine why a particular consumer segment loses interest in one vehicle while maintaining interest in another. Toyota Lexus acts to unplug that bottleneck by presenting a special options package to car buyers at an early stage of consideration or by staging invitation-only test-drives for new models. Brands that become familiar to people early in their lives are more likely to be purchased by them when they first buy cars.Toyota Lexus targets high-potential segments. It uses market segmentation for the Lexus branding effort. Japanese carmakers are leaders of targeting. The Lexus team started with the styles, needs, and values--identified through consumer research--that motivated