Marketing Communications Done by Toyota and Subaru - Essay Example

Comparison between the Marketing Communication Campaign Used by Toyota and Subaru Table of Contents I. Introduction ……………………………………………………………….. 3 II. Purpose of Marketing Communication ……………………………….. 4 III. Similarities between Toyota Land Cruiser and Subaru Forester ……. 4 IV. On-line Marketing and Television Advertisement Campaign of Toyota Land Cruiser 200 between the Years 2007 up to the Present Time ……………………………………………………………… 5 V. On-line Marketing and Television Advertisement Campaign used by Subaru Forester between the Years 2007 up to the Present Time …. 7 VI. Critiques on Marketing Communication Method Used by Toyota Land Cruiser 200 and Subaru Forester ………………………. 9 a. Setting the Marketing Communication Objectives ..……. 9 b. Creative Strategies and Tactics Used in Terms of Reaching to its Target Customers …………………………. 10 c. Market Positioning ……………………………………………. 10 VI. Recommended Solutions to Improve the Marketing Communication Campaign of Toyota and Subaru ……………………………………….. 11 VI. Conclusion ………………………………………………………………… 11 Table I – Total Market Share in Australian Automobile Industry (As of 2006) ……………………………………………………………………….. 12 References …………………………………………………………………………13 - 14 Introduction Toyota and Subaru are automobile manufacturers based in Japan. (International Herald Tribune, 2008; Subaru, 2008a) Founded in 1867 by Kiichiro Toyoda, Toyota Motor Corporation was established in 1894. (Toyota, 2008a) On the other hand, Subaru was first founded under the corporate name Fuji Heavy Industries Ltd. (FHI) back in 1917. In 1953, FHI merged with five other Japanese companies. Twelve years after, Subaru was able to introduce the first front-wheel drive passenger cars in Japan.(Subaru, 2008b) As of 2006, the total passenger motor vehicle sold in Australia was 450,000 and 150,000 units on imported and locally produced vehicles respectively. (Australian Government, 2006) Most of these vehicles were manufactured by Toyota with 22.2% of the market share. Being the last on the list, Subaru was able to capture only 3.9% of the market share. (See Table I – Total Market Share in Australian Automobile Industry on page ) For this study, the researcher will first discuss the main purpose of marketing communication. In order to determine external factors that contribute to the success of Toyota Land Cruiser over Subaru Forester, the researcher will examine and discuss the marketing communication campaign used by both companies between the years 2007 up to the present time. In the process of discussing the marketing communication strategies used by these companies, the researcher will make some critiques with regards to the method each company has decided to use in terms of: (1) setting its marketing communication objectives; (2) creative strategies and tactics used in terms of reaching to its target customers; and (3) the market positioning. Prior to the conclusion, the researcher will provide some recommendation on how both companies could improve their communication campaign. Purpose of Marketing Communication Aiming to reach out to a company’s target market, marketing communication or ‘marcom’ is used to communicate the marketing information of a product to the public. With the purpose of developing brand awareness and create a bigger demand for specific product and services (Percy & Rossiter, 1992), automobile companies such as Toyota and Subaru have been utilizing the available marketing communication mix or promotion such as on-line, print or television advertisement, sales promotion, or direct mail as a way of reaching out for its target buyers. (Kotler & Armstrong, 1997: 428; Pride & Ferrell, 1993: 485) Marketing communication strategies used in the past may not be effective today because of the tight marketing competition that is present within the domestic and international markets. (Magani, 2006) For this reason, there is a strong need for marketers today to integrate the available marketing communication tools in order to establish a more effective communication link between the company and its target buyers. (Misloski, 2005) Similarities between Toyota Land Cruiser and Subaru Forester Both the Toyota Land Cruiser and Subaru Forester are classified as Sports Utility Vehicle (SUV). (Toyota, 2008d; Insurance Institute for Highway Safety, 2008) Both vehicles used an on-line and marketing television advertisement to capture the attention of its target market. On-line Marketing and Television Advertisement Campaign of Toyota Land Cruiser 200 between the Years 2007 up to the Present Time Toyota Land Cruiser 200’s on-line marketing advertisement shows the high class, sophistication and reliability of the vehicle in terms of its interior and exterior design, strength of the vehicle and speed capacity at all times. In this advertisement, Toyota Land Cruiser 200 was driven through a long rough and rocky road. The advertisement campaign promotes that despite the sophisticated look of Toyota Land Cruiser 200, the company made it a point that the vehicle is capable of sustaining the presence of sand, gravel, rocks, smoke or even dusts. (See Figure I – Toyota Land Cruiser 200 On-line Commercial Advertisement in Australia below) Figure I – Toyota Land Cruiser 200 On-line Commercial Advertisement in Australia Source: You Tube, 2008 The advertisement campaign of Toyota Land Cruiser 200 in Australia was presented using a poem combined with a rich scenery television advertisement. (See Poem below) Toyota Land Cruiser 200 Poem From the crumpled land, Life thieving sand, of grit, and gravel gorge, the razored rock, bone dry blocks of heat and bastard dust, through the flood ravaged soak, strangling smoke, of drought on end on end, beneath the murderous gaze, this ancient stage, life is born again. Source: Duncan’s TV Ad Land, 2007 On-line Marketing and Television Advertisement Campaign used by Subaru Forester between the Years 2007 up to the Present Time Subaru’s on-line marketing and television advertisement campaign for Forester literally shows the durability of the SUV in terms of going through the different types of weather. Subaru made an outstanding way of communicating the capabilities of the SUV to its target market. Aside from enabling the audience feel that the vehicle promises to offer a comfortable long drive, the advertisers also show that Subaru Forester is capable of passing through a flooded street, sandy or snow area in this particular advertisement. Source: You Tube, 2008 Critiques on Marketing Communication Method Used by Toyota Land Cruiser 200 and Subaru Forester Between Toyota Land Cruiser 200’s “Born of the Earth” and Subaru Forester’s “All-Wheel Drive”, the advertisement of Subaru Forester is more convincing in terms of persuading the audiences to believe that the vehicle is capable of withstanding the pressure caused by the weather disturbances. The problem with Toyota Land Cruiser 200’s “Born of the Earth” is that it uses a poem that may not be able to send a clear message to all of its target audiences. Some of its target audiences may have difficulty understanding the English language which may cause them a hard time capturing the real meaning behind the poem. Also, the television advertisement of Toyota Land Cruiser 200 viewed a lot of scenes that has nothing to do with the vehicle itself. It also fails to directly communicate with its target market that Toyota Land Cruiser, similar to Subaru Forester, is also capable of 4-wheel drive. Setting the Marketing Communication Objectives The marketing communication objective of Toyota Land Cruiser is not as clear as the marketing communication objectives set by Subaru Forester. Toyota Land Cruiser adopts the phrase “Born of the Earth” whereas Subaru Forester uses “All-Wheel Drive”. Upon analyzing the phrase, the audiences may have difficulty analyzing that “Born of the Earth” means. Although the phrase could make the audiences think deeper, the phrase does not give its target audience a clear idea about its marketing communication objectives. In the case of Subaru’s “All-Wheel Drive”, its target audiences would easily know that the company is promoting the vehicle’s capability of running with a 4-wheel drive. This enables Subaru Forester to pass through rough roads caused by different extreme weather. Creative Strategies and Tactics Used in Terms of Reaching to its Target Customers Toyota Land Cruiser 200 uses a combined poetry and rich scenery to capture the attention of its target audiences. (Duncans TV Ad Land, 2007) On the other hand, Subaru Forester adopted a few situational shots that proves to the audience the 4-wheel drive capability of the vehicle. Market Positioning In line with 50 years of serving the Australian market, Toyota was able to set a strong market position as a reliable and capable Japanese car manufacturer. (Car Advice, 2007) As part of being regarded as the ‘king off the road’ (Car Advice, 2007), Toyota continuously upgrade the engine technology the company provides in each vehicle it sells to Australian market. With Toyota Land Cruiser 200, the company positioned the vehicle in the market as “Born of the Earth.” It means that the vehicle is a significant part of this world such that consumers must have it. Upon realizing the importance of corporate core values, Subaru started to actively promote the company’s name by making the public aware that Subaru vehicles offer: (1) all-wheel drive and a boxer engine that delivers an outstanding driving performance; (2) a reliable and durable driving safety features; and (3) aims to achieve a zero landfill to sustain the wildlife’s global habitat. (Subaru, 2007) As a result, the company decided to position Subaru Forester in the market as “All-Wheel Drive”. Recommended Solutions to Improve the Marketing Communication Campaign of Toyota and Subaru As a general rule, this campaign needs to enable the company to develop a stronger connection with its target consumers. Basically, an effective marketing communication campaign is necessary in order for the company to establish a stronger market position in Australia. Given the fact that people today are living with a busy lifestyle, the marketing communication campaign has to be short and straight forward such as the way Subaru Forester has designed its television advertisement campaign. Flowery words or poems are not highly recommended because these words may not be able to set a strong impact over the target audiences’ understanding about the advertised vehicle. Conclusion Both Toyota Land Cruiser 200 and Subaru Forester used a similar marketing communication approach in order to reach its target consumers. However, Subaru Foresters’ television advertisement seems to be better than the advertisement set by Toyota Land Cruiser 200 because of the way it delivers its marketing information to its audiences. *** End *** Table I – Total Market Share in Australian Automobile Industry (As of 2006) Car Manufacturer Market Share (%) Toyota 22.2 Holden 15.2 Ford 11.9 Mazda 6.6 Mitsubishi 5.6 Honda 5.6 Nissan 5.5 Hyundai 4.8 Subaru 3.9 Others 18.7 Source: Australian Government: Key Automotive Statistics, 2006 References: Australian Government. (2006). Retrieved May 8, 2008, from Key Automotive Statistics: http://www.innovation.gov.au/Industry/Automotive/Documents/Key%20Automotive%20Statistics%202006.pdf Car Advice. (2007, October 14). Retrieved May 9, 2008, from 2008 Toyota LandCruiser Wagon: http://www.caradvice.com.au/7259/2008-toyota-landcruiser-wagon/ Duncans TV Ad Land. (2007, October 19). Retrieved May 9, 2008, from Toyota Land Cruiser Born of this Earth: http://www.duncans.tv/2007/toyota-landcruiser-born-of-this-earth Insurance Institute for Highway Safety. (2008, April 17). Retrieved May 9, 2008, from New Crash Test Results: Subaru Forester is TOP SAFETY PICK: http://www.iihs.org/news/rss/pr041708.html International Herald Tribune. (2008, February 10). Retrieved May 9, 2008, from A Toyota History: http://www.iht.com/articles/2008/02/10/business/10chronology.php Kotler, P., & Armstrong, G. (1997). Marketing: An Introduction. Upper Saddle River, New Jersey: Prentice Hall. Magani, R. (2006). The Blur Age: Effective Communication Todays changing Environment. Journal of Integrated Marketing Communications , 10 - 15. Misloski, W. (2005). Marketings Neo-Reneissance: An Opportunity for Tomorrows Multi-Channel Integrated Marketer. Journal of Integrated Marketing Communications , 17 - 25. Percy, L., & Rossiter, J. R. (1992). A Model of Brand Awareness and Brand Attitude Advertising Strategies. Psychology & Marketing , 9(4):263 - 274. Pride, W., & Ferrell, O. (1993). Marketing Concepts and Strategies. 8th Edition. Boston: Houghton Mifflin. Subaru. (2007, May 7). Retrieved May 9, 2008, from News: Subaru Launches Next Phase of Marketing Campaign: http://www.designtaxi.com/news.jsp?id=8852&monthview=1&month=5&year=2007 Subaru. (2008a). Retrieved May 9, 2008, from Subaru - History and General Information: http://www.subaru-impreza.org/Subaru-story-history-model-description.php Subaru. (2008b). Retrieved May 9, 2008, from Subaru of America, Inc.: http://www.subaru.com/common/about/about_fhi.jsp Toyota. (2008a). Retrieved May 9, 2008, from History of Toyota: http://www.toyota.co.jp/en/history/index.html Read More