Toyota Prius Marketing Campaign Essay Example | Topics and Well Written Essays - 3500 words

Toyota Prius Marketing Campaign - Essay Example Private owners and fleet owners have been selected as the target audience. The private owners belong to the affluent and prosperous middle class. This segment is highly conscious of factors like performance, cost, reliability, and efficiency. Fleet owners desire a product that has reduced operational and maintenance costs. Advertising, public relations, and direct marketing have been selected as the communication methods due to their broader reach, loyal customer base, and flexibility in advertising content. Television, newspapers, outdoor billboards, and email marketing are the appropriate mediums for advertisement and promotion. The direct marketing strategy will encompass various activities and processes. At the basic level, market research will be conducted about the consumer segments. Toyota has identified private owners and fleet buyers as the main segments which will be penetrated and researched. The first part of the implementation should seek to collect the statistics on the behavior, lifestyle, and attitudes of consumer segments. Market research will help Toyota to capitalize on its strengths in order to overcome limitations. A multifaceted and multidirectional strategy will help to produce superior business outcomes. Advertising, direct marketing, and public relations have been selected as the communication methods for promoting Toyota Prius.