AISHWARYA KENGAR

218129
TYBMS(MKT)
 INTRODUCTION
 Toyota Motor Corporation is a Japanese multinational automotive manufacturer head

quartered in Toyota, Aichi, Japan. Toyota is the world's market leader in sales of hybrid
electric vehicles, and one of the largest companies to encourage the mass-market adoption
of hybrid vehicles across the globe. Toyota's corporate structure consisted of 364,445
employees worldwide. Toyota is the largest automotive manufacturer. Toyota was the
world's first automobile manufacturer to produce more than 10 million vehicles per year
 The company was founded by Kiichiro Toyoda in 1937, as a spin off from father's company

Toyota Industries to create automobiles. Three years earlier, in 1934, while stilla department
of Toyota Industries, it created its first product, the Type A engine, and its first passenger
car in 1936, the Toyota AA. Toyota Motor Corporation produces vehicles under five brands,
including the Toyota brand, Hino, Lexus, Ranz, and Daihatsu
 MEANING

There are three ovals in the new logo that are combined in a horizontally symmetrical
configuration. The two perpendicular ovals inside the larger oval represent the heart of the
customer and the heart of the company. They are overlapped to represent a mutually beneficial
relationship and trust between each other.

The overlapping of the two perpendicular ovals inside the outer oval symbolize "T" for Toyota, as
well as a steering wheel representing the vehicle itself. The outer oval symbolizes the world that
embraces Toyota. Each oval is contoured with different stroke thicknesses, similar to the brush art
in Japanese culture.

The space in the background within the logo exhibits the infinite values that Toyota wishes to
convey to its customers: superb quality, value beyond expectation, joy of driving, innovation, and
integrity in safety, the environment, and social responsibility.
PRODUCTS
 TOYOTA PROMOTION
Toyota’s promotion strategy covers all the tactics of marketing communications. This element of the
marketing mix pertains to how the firm communicates with the target market. Toyota uses the following
promotion activities, arranged according to significance:

1. Personal selling

2. Advertising

3. Public relations

4. Sales promotion

5. Direct selling

Toyota uses personal selling through dealerships’ sales personnel, who personally promote products to
potential buyers. The company also uses advertising on various media, such as TV, newspapers, and
websites. In addition, the firm promotes its products through public relations, such as the Toyota Together
Green program that supports environmental initiatives, and the Meal Per Hour program that donates food
to Food Bank. These public relations activities create a positive brand image for Toyota. On the other hand,
infrequent sales promotion is used through special deals. Also, the company sometimes uses direct selling
for corporate clients. This part of Toyota’s marketing mix indicates that the company has a comprehensive
strategy for promoting its business and products.
 FOCUS ON CREATIVITY AND
IMAGINATION
Embracing social media as the core of its digital marketing strategy, Toyota shares spectacular
images and videos to connect with the target audience. Currently, Toyota’s official Facebook
account has over 17.5 million followers and over 2 million people follow its official Instagram
account. Through its catchy slogans and creative posts, Toyota aims to promote the imagination of
its followers and inspire them to follow their dreams to come true as desired. Here you can find
some examples retrieved from its official YouTube channel promoting Toyota social media
strategy This commercial titled “Start Your Impossible” presents the story of a young boy
traveling around Tokyo and bringing to life a new way to move through Toyota’s mobility
products. The striking slogan of the commercial is “When you are free to move, anything is
possible”. Another example is one of the best Toyota digital campaigns announcing an art contest
about dream cars. The motto of the contest is “inspire the world with your dreams” targeting
playful and creative children to visualize the car of their dreams. This is a way to let children’s
imagination run free and inspire others to dream and draw their own dream car. This campaign
had thousands of participants from several countries and became a trend organization for
children.
 AUDIENCE ENGAGEMENT THROUGH
SOCIAL MEDIA
Toyota social media posts follow the current trends in many respects. To increase the trust and
engagement with its customers, the company attempts to develop emotional appeals for its vehicles
through its approach focused on who to reach and how to. Rather than only sharing the pictures of
their cars and trucks, Toyota social media strategy is based on interaction with followers by asking
open-ended questions and talking about their experiences with Toyota. The more you interact with
customers, the more feedback you get to boost your performance and customer retention.

Toyota highlights the expectations and needs of its target audience through creative social
media posts making the brand more approachable without being advertisement-like. Toyota’s
Pinterest account has 10m+ monthly viewers and helps the company improve brand appeal through
this platform. The concept of mobility through short videos repositions the brand in the marketplace.
People have an opportunity to observe the exclusive Toyota experience and decide what they desire
when they get a car or truck.
 EFFECTIVE COMMERCIAL AD

Toyota ads and commercials introducing new Toyota models steal the hearts of many people with
entertaining and striking scenarios. Here is an example: 2016 Toyota Prius commercial titled “The
Longest Chase” released during the Super Bowl 50. A group of bank robbers becomes folk heroes
when they achieve to escape from the police officers thanks to Toyota Prius as a getaway car. Then,
police officers understand that the only way to catch the robbers is driving Toyota Prius again. The
main theme of the commercial is that Toyota has no competitors to be compared with.
 ECO FRIENDLY APPROACH

The latest fashion of the automobile marketplace is the concept of sustainable development through
environmentally friendly solutions. The demand for energy-efficient, greener, and safer vehicles
prompts the companies to find out the best possible use of our natural resources and lower the
operating costs. Being in a prominent position as a global green brand, Toyota is a company with
patent and acknowledged efforts in sustainability and the use of green marketing. This is a powerful
reason why most people prefer Toyota vehicles. Toyota team emphasizes that there is only one planet
with life, Earth, and which is why Toyota developed a line of vehicles by ensuring Toyota’s facilities
optimize efficiency while minimizing waste and energy use. Here you can get detailed information
about Toyota’s environmental initiatives.
 CONCLUSION
With the right strategies on social media and commercials, Toyota has a prominent place in
the market. By operating creative content inspiring people, engaging more people through
social media, being an eco-friendly brand, and attractive commercials, Toyota will definitely
continue being one of the most preferred automotive companies.