Review of Corolla 2014 Model - Case Study Example

dvеrtisеmеnts Саmраign Name: Institution: Date: Table of Contents Table of Contents 2 Executive Summary 3 1.0 Introduction 4 1.1 The Corolla 2014 Model Campaign 4 1.2 Media Used 6 2.0 Analysis 7 2.1 Target Market 7 2.2 Need Recognition 8 2.4 Personalities, Lifestyle and Self-Concepts in the Campaign 10 2.5 A Critical Analysis on the Campaign 12 3.0 Summary 13 References 15 Media Post, (2014). Toyota Taps Aziatix for Corolla. Retrieved from < http://www.mediapost.com/publications/article/211914/toyota-taps-aziatix-for-corolla.html> 15 Executive Summary This report reviews the Corolla 2014 model, the 12th generation of the Corolla motor vehicles brand advertisement and marketing campaign. The report reviews the basic fundamentals of the campaign based on its target market, need recognition strategies, motivation approaches, personalities as well as the lifestyle and self concept advertisement elements. Finally, the report offers a critical review on the campaign offering appropriate adoption recommendations for market influence enhancement. In its analysis, the report establishes that the Corolla campaign targets the career young generation that seeks status and social recognition as well as the existing ageing population seeking increased aesthetics at retained quality levels of the Corolla vehicle brand. In addition, the study establishes that the campaign adopts the experimental and rational approaches to initiate need recognition among the target consumer base. Further, it reveals that the campaign relies on the value and Maslow’s hierarchy of need theories to influence the consumers into purchasing. A further analysis on the application of consumer personalities, lifestyle and self concept establishes that the campaign relies on the Asian Americans young generation personality of seeking societal recognition as well as the old generation inflexibility to changes. Finally, the report establishes that the campaign faces a challenge in its Asian American culture reliance that segregates against other cultures such as the European culture. Consequently, it recommends that the campaign adopts localized regional advertisement approaches. 1.0 Introduction 1.1 The Corolla 2014 Model Campaign The Global market faces increased marketing needs as the market grows increasingly competitive (Eboreime & Adedoyin, 2013). One such approach is the campaign trail adopted by the Corolla 2014 model. The model is the 12th generation model on the brand since its launch five decades ago. The campaign seeks to market the brand expected to hit the market on the fall of 2014. In its campaign design, the Corolla 2014 model seeks to increase its overall market influence through the adoption of modern marketing tools and approaches in the industry. The global motor vehicle industry faces increased market competition. In this case, competing vehicle brands and organizations such as Toyota, Ford and General Motors’ have increasingly sought to establish a market control through the development of superior and market oriented products. This has necessitated the development of the 12th generation Corolla 2104 model. Consequently, the brand sought to establish an increased sensitization campaign to create market awareness in the industry. An awareness campaign increases the overall industry penetration success potential. Through such an approach, a brand enhances its launch process in the market through a rolling launch process. Such an awareness campaign as the one adopted by the Corolla 2014 brand is a strategic launch process through which the brand enhances an easy market penetration upon product introduction into the market. Examples of the campaign images are illustrated below (“Media Post”, 2014) 1.2 Media Used The Corolla brand is an international brand enjoying an increased consumer base across the globe. As such, the brand adopts international mechanisms in its marketing strategies and approaches. In this regard, the international consumer base demands the utilization of international media in the brand marketing strategies. One of the avenues through which the Corolla 2014 model campaign is based on the internet. The brand uses the social media platform to advertise its products. Castronovo and Huang (2012) argued that the social media advertising platform increases the overall market success rates in the industry through an increased market coverage rates. As such, the brand has introduced social media accounts on both the Facebook and Twitter platforms. Additionally, the brand utilizes the internet websites through subscription advertisements where its pays up for the advertisement posts and videos on the media. Additionally, the brand campaign adopts the international media such as the BBC and the CNN media organizations to air its advertisement videos. The adoption of these international media and marketing platforms increase the overall brand marketing success rates. 2.0 Analysis 2.1 Target Market Tao and Qian (2014) argued that a brand target market represents the consumer base in which such a product seeks to acquire revenue from through sales. The Corolla marketing advertisement targets two distinct groups’ of consumers. On one hand, the advertisement seeks to retain its existing consumer base for the Corolla model ranging from the first to the 11th generation. This group in the US is majorly comprised of the baby boomers. In this regard, the brand enjoys a strong consumer base and loyalty levels in this market. As such, it the campaign advertisements, the brand features pop song culture that matched with the brand launch in the 1960s. As such, the brand alludes that style never gets out of style. Thus, it seeks to demonstrate that despite the improved and changed features of the 12th generation 2014 Corolla, the brad features and fundamentals that make it appealing remain intact just like the pop song fundamentals that retain its popularity to date after its 5 decades of existence. Therefore, based on this campaign message, it is apparent that the brand seeks to retain and increase its influence among the existing consumer base across the globe. On the other hand, the brand seeks to capture a new consumer base in the young generation especially the Asian American young generation. According to the campaign, this generation is seeking to establish a career influence and direction in life that accompanies the purchase of relevant vehicles. As such, the campaign features the Korean-American Asian pop band, Aziatix, in order to attract this consumer base (Choi, Wei-Na & Hee-Jung, 2005). As such, the brand campaign seeks to appeal to the young generation through the use of the popular pop band which enjoys an n international fan base. In addition, the campaign is based on the slogan of an elevated brand features. This seeks to appeal to the young population that the product, although a traditional brand, has been designed and modelled to meet the current market needs. Therefore, this report concludes that the Corolla 2014 model campaign seeks to establish influence in the existing and young consumer base in the global market. 2.2 Need Recognition The need recognition process is based on the consumer decision making process. In this regard, the recognition aspect is the first stage in the consumer decision making process (Sykianakis & Bellas, 2005). The stage comprises of the establishment of the existence of a deficiency that needs to be met in order to facilitate and enhance increased satisfaction. A consumer need recognition process is based on rational or experimental aspects. On one hand, rational need recognition is based on individual needs and preferences that might differ between individuals. On the other hand, an experimental approach to need recognition is the desire by individuals to acquire products not because of an existing deficiency but for the need to experiment new aspects. The Corolla brand campaign seeks to elicit need recognition among consumers based on a combination of these two perspectives. On one hand, the new 2014 model campaign is based on a slogan ‘let’s go places”. The adopted slogan is a daring allure that seeks to influence the consumer base to try the products and their adventure needs. Thus, the campaign slogan elucidates the concept of adventure and the potential thrill and satisfaction that owning the new 2014 model would yield to the consumers. As such, a substantial number of consumers in the market in a bid to experiment on the potential of the new model to enhance increased adventure awaken their experimental and adventure need for classy and modern model vehicles. On the other hand, the Corolla 2014 model campaign seeks to elucidate rational buying process and need recognition perspective. In this case, the model targets the young generation in the market. The campaign is based on the argument that the young generation is ready and willing to acquire vehicle brands that represent modernity and status in the society and among peers. As such, the brand seeks to build its brand features on ego and status that initiates rational need decision making process among consumers leading to the initiation of the purchasing and the consumer decision making process. 2.3 Motivation and Emotion Theories The Consumer decision making process is based on the element of motivation. Motivation plays a significant role in the respective consumers’ behaviours right from the need recognition to the post purchase stages of the process (Mehta, Dubinsky & Anderson, 2003). Therefore, in order for organizational marketing functions to facilitate increased market and product market penetration success, it is imperative for such marketing campaigns to apply relevant theories both motivation and emotion theories. The adoption of these theories determines the campaign messages as well as their positioning and relevant adopted media in the market. As established, the development of these theories facilitates the development of a connection between the campaigns and the consumer bases in the industry. The Corolla 2014 model campaign is based on the Maslow’s hierarchy of needs. Razafindrambinina and Kariodimedjo (2011) stated that the Maslow’s hierarchy of needs argues that individual needs vary on the basis of the respective individuals demographic factors. On one hand, the Maslow’s hierarchy of needs classifies individual needs into respective categories such as the physical, safety, social, self esteem and self actualization. The theory holds that individual needs vary and change once a given level of needs is met successfully. In this regard, the Corolla 2014 model campaign is based on the Maslow’s hierarchy of needs. As such, the campaign is hedged on the concept of needs in the market. In its campaign, the model bases its approach on the campaign slogan of elevated features. Through these features, the campaign seeks to address the market social needs in vehicle ownership. The model recognizes that the young population in the motor vehicle industry needs on the Maslow’s hierarchy have graduated from the safety to social needs in the market. As such, the motor vehicle industry young populations’ base its buying rationale on social status rather than product performance. Therefore, the campaign bases its rationality of the social aspects of owning a vehicle. The campaign associates the Corolla 2014 model with an improved social status. Consequently, this motivates the young population into purchasing the product. In addition, the campaign s based on the emotion theory of value creation. This approach is based on the recognition that a products perceived value in the market plays a significant role in facilitating its increased market success. Thus, the campaign seeks to develop on the value concept through the elucidation of the superior features associated with the brand, which facilitates increased purchase levels. 2.4 Personalities, Lifestyle and Self-Concepts in the Campaign In order to facilitate efficiency and the eventual success of advertisement campaigns, it is imperative for such campaigns to hedge their message and promotional strategies on the consumer base personalities, lifestyle and self concepts. The recognition and featuring of these aspects in the respective product advertisements facilitates the development of market fitting advertisement campaigns. Failure to base advertisement campaigns on these principles leads to the development of disjointed marketing campaigns whose eventual end is market penetration and influence failure. Based on this understanding, the Corolla 2014 model campaign advertisements are based on the basic motor vehicle industry consumer base personality, lifestyle and self concept features. These can be evidenced in the campaign use of the social profiling approach in the market. The Corolla advertisement campaign focuses on the young population traits in the market. The campaign recognizes that the population base seeks social status and recognition in the society. As such, the model campaign emphasizes on the elevated status of the Corolla model. The campaign message argues that the new 2014 model and the distinguishing features of the 2014 model are its improved appearance and aesthetic value. Such features rhyme with the young population base in the Asian American market. Additionally, the campaign bases its appeal to the older generation lifestyle of loyalty. The campaign acknowledges that the older generation lifestyle is relatively rigid and unreceptive to drastic changes. Instead, the population seeks to purchase and acquire products retaining their traditional verified and approved performance in the market. Therefore, the campaign based its appeal on the pop songs culture. As such, it features on the history of pop songs over the last five decades arguing that despite the change in rhythms and song types, the pop song culture remains intact with its key principles in force. Therefore, the campaign appeals to the older generation by reinforcing the idea that despite the improved features in the 12th generation Corolla model, the brand performance and quality remains as of old. Further, the campaign perceives and considers the target population self concept. On one hand, the consumer base, especially the young Asian American population perceives itself as an emerging economic bloc that seeks to exert its influence in the global social stratification levels. In this case, the campaign advertisements portray an image of increased social status of the population group especially with the use of the Korean-American Pop song band, the Aziatix. Through this band use, the campaign addresses the self concept and image perception in the image. 2.5 A Critical Analysis on the Campaign The advertisement campaign developed by the Corolla Company in a bid to market the new 2014 model, targets a variety of consumers, majorly the young Asian American population. As such the campaign has succeeded in targeting the population. Through its adoption of Pop music and the actual use of Korean-American band, the campaign successfully connects with the Asian American young population. As such, the band enjoys an increased international fan base among the young generation. In addition, the band hit song, let’s go, that has been adopted as the marketing hit for the Corolla 2014 model, has gained increased market popularity in the music industry to the eventual elevation of the song to the 4th position on the iTunes pop songs American chart. Therefore, the use of the song in the campaign trail serves as an added advantage for attracting the young consumer base in the market. However, despite the successful utilization of the band in the campaign trail in the market, the campaign suffers a major challenge in its advertisement process due to its focus on the Asian American culture. Although this increases the Asian consumer base into purchasing the products, the approach segregates against other potential markets. For instance, the European market, a liable market to the product feels left out. As such, the advertisement campaign is likely to receive a low reception and acceptance rate in the European market. Therefore, based on this analysis, this report recommends that the campaign advertisements should be coined to represent overall global market coverage (Cobbs, 2011). As such, the campaign should develop overall advertisements as well as regional advertisements in the market. The regional advertisements should be customized to focus the specific regions in the market. As such, the market based approach will allow the brand achieve an increased global influence in the market. 3.0 Summary In summary, this report reviews the Corolla 2014 model advertisement campaign. The brand has over the years developed quality motor vehicles with its total Corolla sales totalling into the millions of vehicles. In order to facilitate increased market competitiveness, the brand has over the years developed successive products conforming to new market demands. In this regard, the brand has had 12 generations of the Corolla models, with the latest one as the Corolla 2014 model. The brand initiated a campaign trail in June 2013 for the model expected to hit the market by fall of 2014. The report evaluates the features of this campaign based on its target population, need recognition, motivation as well as personal attributes consideration of the campaign. On one hand, the marketing campaign targets both the old and the young Asian American population. In targeting the old population, the campaign insists on culture and value retention while it insists on elevation while targeting the young population. Moreover, the brand campaign advertisements target the young generation through the use of the Korean American Pop dance band, the Aziatix, which has an increased international young population fan base. In addition, the report establishes that the campaign utilizes the rational and experimental approaches to raise the need recognition aspect among consumers. Through this approach, the campaign advertisement uses the slogan ‘let’s go places’ which seeks to elicit the experimental desire for adventure among the consumer base. In addition, the campaign seeks to elicit the rational behaviour model through increased social status emphasis based on the model features elevation campaign message. Further, the report establishes that the campaign bases its success and influence on the motivational and emotion theories on the Maslow’s hierarchy of needs as well as the value aspect of products with regard to the perceived product quality aspects. Finally, the review establishes that the campaign bases its approach on the young Asian population on seeking social recognition personality and the inflexibility to change by the older generation through quality retention message on the campaign trail. Conclusively, the study establishes that the campaign can increase its overall market performance through the development of localized regional advertisements. References Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117-134. Choi, S. M., Wei-Na, L., & Hee-Jung, K. (2005). Lessons from the Rich and Famous: A cross-cultural comparison of celebrity endorsement in advertising. Journal of Advertising, 34(2), 85-98 Cobbs, J. B. (2011). The dynamics of relationship marketing in international sponsorship networks. The Journal of Business & Industrial Marketing, 26(8), 590-601. Eboreime, O. F., & Adedoyin, S. A. (2013). Strategies for making competition irrelevant in the global market for developing economies. Journal of Emerging Trends in Economics and Management Sciences, 4(3), 297-301. Media Post, (2014). Toyota Taps Aziatix for Corolla. Retrieved from < http://www.mediapost.com/publications/article/211914/toyota-taps-aziatix-for-corolla.html> Mehta, R., Dubinsky, A. J., & Anderson, R. E. (2003). Leadership style, motivation and performance in international marketing channels: An empirical investigation of the USA, Finland and Poland. European Journal of Marketing, 37(1), 50-85. Razafindrambinina, D., & Kariodimedjo, D. (2011). Is company intellectual capital linked to corporate social responsibility disclosure? Findings from Indonesia. Communications of the IBIMA Sykianakis, N., & Bellas, A. (2005). The foreign direct investment decision-making process: Strategy, politics and uses of management accounting information. Managerial Auditing Journal, 20(8), 954-969. Tao, X., & Qian, Y. (2014). Chinese automobile brand international marketing target market selection model based on AHP. International Journal of Business and Social Science, 5(1) Read More