LUXURY CAR BRANDS MARKETING HIGHLIGHT QUESTIONS - Essay Example

To make the drive comfortable for the passengers, Kluger comes with Captain Seats and conversation mirror. Multi Zone Climate Control (which controls temperature in different parts of the cabin), Rear seat DVD player with headphones, Integrated Puddle Mirrors, add to the pleasure of travelling in Kluger. The driver of the luxury crossover enjoys the privileges of Multi Information Display while on move (with climate control settings), Steering Wheel Audio Controls, Cruise Control ( to keep within desired speed limits), satellite navigation and smart keyless entry system.

Augmented product Ownership of Toyota Kluger comes with augmented features such as 3year/100,000km+ warranty, Personal Vehicle Loan, Novated Lease, Novated Lease Vehicle package, Business Loan (all through Toyota Finance) and Capped Price Service Advantage up to six services. Toyota uses a range strategy to promote Kluger. Toyota is known for its upmarket automobiles, quality and its premiumness. To promote Toyota as a brand, the company concentrate its efforts on creating a single united culture of safety and durability synonym with Toyota.

Kluger is an extension of the Toyota culture for the comfort and enjoyment of entire family. Kluger, a crossover vehicle is launched to tap the demand of upper class families who may make occasional pleasure trips within or outside the city. Kluger aims to establish itself as a synonym for luxurious, enjoyable, family transport vehicle. It target Generation X who vote for ease of use of vehicle along with style. Toyota is using its online resources as the main way to market Kluger in Australia; rest of the marketing efforts support this focus.

Main reason for promoting Kluger through website is because upmarket Gen X in Australia generally uses web as the primary mode of research while buying high involvement products such as car. Toyota’s website acts as a quasi sales representative of its models that not only imparts vehicle specifications but also helps the prospective buyer in understanding how he can make the best use of Kluger. The website hosts live footage of people who relate their experiences while using Kluger. The website aims at providing a virtual walk through to the prospective buyer of the interior, exterior and experience of travelling in a Kluger along with the assurance of Toyota so that the buyer may have enough confidence on the Kluger to book a test drive (Toyota charges with Cavalry, 2008). Ans. 2 Product mix or the assortment of cars offered by Toyota, Ford and Honda seem to differ based on the target group of each of the above mentioned companies.

While Honda has the shortest product line, Ford has the longest with Toyota ranking in between both of them. Honda has divided its product line mainly on the basis of compact and large cars. Its major models marketed in Australia are: Jazz, City, Insight, Civic Si-Type R (in compact segment) and Accord, Euro, Odyssey, CR-V, Legend (in large car segment). It does not have a subcompact car nor a mid size or full size SUV (CR-V being compact SUV). Honda does not have a sub-compact car or a top end car in Australia.

A major reason could be that Honda does not yet have a manufacturing facility in Australia and it imports all its cars to the continent. Hence, it has maintained a short product line in Australia. Honda’