StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing in Luxury Cars - Case Study Example

Comments (0) Cite this document
Summary
Marketing and advertising promotions influence car buyers in many different ways. Product placements, "buzz" campaigns, and sponsored and independent Web sites influence buyers at different points in the purchase process. Marketers adopt something like the just-in-time approach that is best practice…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.9% of users find it useful
Marketing in Luxury Cars
Read TextPreview

Extract of sample "Marketing in Luxury Cars"

Download file to see previous pages 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 ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 words”, n.d.)
Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 words. Retrieved from https://studentshare.org/miscellaneous/1534885-marketing-in-luxury-cars
(Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 Words)
Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 Words. https://studentshare.org/miscellaneous/1534885-marketing-in-luxury-cars.
“Marketing in Luxury Cars Case Study Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.org/miscellaneous/1534885-marketing-in-luxury-cars.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing in Luxury Cars

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Marketing Research Plan: Old Navy

Gap’s credit ratings thereby limiting access to the capital market, international trade matters which may be disruptive of the supply chain, changes to its IT systems disruptive of operations, changes in the IT services agreement with IBM that can disrupt operations and produce adverse effects on financial results, international expansion through franchising and other arrangements may impair the value of its brands if unsuccessful, products are subject to risks associated with overseas outsourcing and manufacturing, and failure of vendors to adhere to Gap’s code of vendor conduct could harm the business. From available data in the 2007 Annual Report, both the Gap and Old Navy brands have exhibited declining net sales....
11 Pages(2750 words)Business Plan

Postmodern Marketing

The notion has been lingering around for almost a century. Hence, nowadays, it is ordinary for businesses, and public sector organizations, to take advantage of customer feedback as one of the contributions to their marketing techniques and public guiding principles. There is an insignificant sign of their being any decline in the need for market research. The concern is not about whether or not market research is valuable, but a concern of the process research proof should be interpreted (ibid).
Market researchers are at the present-day expected to better understand the entire customer experience. As firms persevere to establish an inclusive image of a customer’s interactions with the organization, hence also are resea...
13 Pages(3250 words)Assignment

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

Luxury Brands

As the money in the hands of people increased, their wish to live branded gets the boom.

The world of luxury is the aspired world for most of us. People work day in and day out to stay happy and better. After a certain standard of living, when his living goes higher than the majority of his contemporaries and is with in the periphery of the aspired level of many, it is considered to be luxurious. There are certain terms associated with the so-called luxurious life like high priced, few in number, high in quality, etc. The essence of being luxury brand is not to become public and be with in the periphery of a few selected.
Luxury brands are those that are associated with the lifestyle of the well-offs and the upper...
6 Pages(1500 words)Case Study

Economic Analysis on BMW Cars in the US Car Industry

Mini and the 1-series rapidly grew at a much higher rate through 2008. Since the early days of the new millennium, BMW has been one of the first automakers to utilize flexible factories in which more than one vehicle model could be produced at the same time. This enabled the company to meet shifts in market demand more effectively than BMW’s competitors could. BMW challenges to retain its market position in the international market for luxury cars. Many automakers, such as Hyundai with its Genesis sedan or Nissan's Infiniti brand are increasingly successful in realizing higher margins earned on luxury vehicles. BMW is rated behind luxury brands such as Lexus, Porsche, Mercedes, and Infiniti for these reasons

1. Th...
7 Pages(1750 words)Case Study

E-Commerce Marketing Plan for Gap Inc

The business of the bleu is a web-based or ecommerce business that offers the customers the products from the outfit and accessorize from head to toe with five basic brands. Bleu is aimed at offering and meeting the customer’s requirements for a unique lifestyle. Currently, Bleu also established the business regarding the full range of “accessories and furnishings” for a business customer to individualize their home, with a unique style of living and wearing. This report will present detailed analysis of the Bleu ecommerce website marketing plan. This research and analysis report will present a comprehensive overview of the different areas of Bleu online marketing strategy implementation.

Bleu business...
10 Pages(2500 words)Case Study

Data Mining and Data Fusion in Direct Marketing

Marketing is a broad concept that includes all the activities regarding the target market, segmentation, positioning, product, price, promotion, and distribution. Marketing also includes the activities of selling the final products and providing after-sales services. Today marketing is done in various forms, but conceptually there are only two different forms of marketing, one is direct marketing and another one is indirect marketing. This report is all about direct marketing which is one of the oldest concepts of marketing. Since the present age is the age of information, it is quite expected that each and everything in business would be influenced by ‘information’. Direct marketing is not an exception. It is also inf...
6 Pages(1500 words)Coursework

Marketing of Services: Starbucks Company

The employees are also awarded stock options. Through this, their salary may rise by 14% of the gross pay. The stock investment plan allows the buyers to buy common stock of the company at a discount. They can get hold of it in 85% of the fair market value. The other fringe benefit that the company provides is that of “Future Roast” 401(K) Plans. The employer matches the employee’s contribution to this plan by adding from 25 to 150 percent of the first 4 percent of pay. It is depended on the length of the service.

All these benefits get reflected in the result of employee job satisfaction. In Starbucks, the Employee Job Satisfaction rate is 82% as per the report of Hewitt Associates Starbucks Partner V...
6 Pages(1500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Marketing in Luxury Cars for FREE!

Contact Us