When I was in Philippines, Australia, and Hongkong, I’ve seen lots of cars which made by Japanese companies like Toyota, Honda, Mitsubishi and Nissan. Especially I could see Toyota’s car such as Camry, Corolla, etc. I was very wondering why there are so many Toyota’s cars like that. Apparently, Philippines was occupied by Japan for few years and they don’t have their own automobile company, but that’s not the reason about that.
As we may know, Toyota’s cars are well known for their good quality, reasonable price, economical fuel-efficiency and eco-friendly. So, I just guessed why there are like that. However, there is one significant fact. After reading the pages about Toyota, finally I could know the reason. That is, Toyota’s innovate advertising strategies. According to pages in the textbook, we’re supposed to know how well Toyota advertised Scion, which is one of automobile product of Toyota, to improve brand recognition. The following sentences are which is summarized of the case and result.
The automotive industry is a global multi-billion dollar business where competition is very intense. Lots of companies are competing to be the world’s No.1 car manufacturer, but the thing is how many cars can be sold as well as how much profit can be made. Toyota has been known for its manufacturing innovations. Especially the Scion, geared toward Generating Y, which includes those born between1980 and 1994 and expected to account for at least 40% of vehicle sales after 2009. To be attractive to them, Toyota has been using segmented advertising as its major media-based strategy for scion. Also, it uses search engine marketing, mass advertising and one-to-one targeted marketing, all of which are aimed at increasing brand recognition.
According to a Clickz report, Toyota used ad in website and social networking profile pages to offer interactive features. In August 2007, Toyota launched Club Scion, a three-story virtual nightclub with dance floors, music, and hot tubs in a virtual world site. Each level reflects a different Scion model. Also, Scion maintained a presence in other large virtual worlds including secondlife.com,whyville.com and gaja.com. Each virtual world lends itself to a different marketing strategy. Moreover, Toyota made effective use of the internet by using live chat to attract the 18-to 24-year-old audience. The company included the use of micro-application ads that allow consumers to stencil designs over the picture of the scion.
To capitalize on wireless technology, in 2004 Toyota launched a moblie advergame(it means game to advertise a product), called as Scion Road trip. Platers earn virtual miles when they send e-cards to friends and get back responses. the campaign lasted for several months. For a SUV model, which the name is 2008 xB SUV, Toyota created a special Web site want2bsquare.com Visitors to the site can earn points by playing games, watching videos, and E-mailing others about the site. the site features eight microsites, including user community feature; each has a unique theme and its own design. there are microsites that focus on music, resemble a Month python set, Feature a haunted house, and include a town square and an urban zoo.
The company targeted children as a means to influence their parents. In April 2007, Toyota began placing its Scion on whyville.net, and online interactive community populated almost entirely by 8- to 15-year-olds. The company hoped Whyvillans will do two things: influence the users’ parents’ car purchases and persuade the suers to but Toyota’s themselves when they grow up. The power of younger consumers has grown stronger in recent years. According to Mediabuyerplanner.com(2006), a study by packged facts showed that 39 percent of parents of 10- and 11-year-olds sat their children have a significant impact on brand purchases.
Finally, like several other automobile makers, the company is creating its own broadband chanel. These channels are a way to move from push to pull marketing where the consumer decides what matertials to view and when. A content-rich, broad-band-friendly site is an always-on marketing channel to which people will return. So, Toyota created its own social network called Scion Speak Where Scion lovers could socialize, communicate, and play. As a result of these brilliant advertising, Scion got 80 percent brand recognition.
As of April 2007, Scion was the No.1 brick-and mortar e-tailer among consumers 35 and youngers. According to Professor of the lecture MIS, second-hand automobile market is very enormous in the U.S. Usually, when they buy car at first time, they buy second-hand car because most of new buyer are teenager. Due to these advertising, they are going to buy Scion as their first car because they already recognized what Scion is and Why Scion is good. The Scion Web site was highly personalized. Sophisticated customization tools allow people to build their own virtual cars on the site.
The New york Times reported that visitors to the site had used the word “Scion” in online chats more than 78,000 times; hundreds of virtual Scions were purchased using “clams,” the currency of Whyville; and the community meeting place “Club Scion was visited 33,741 times. Apparently, Toyota Scion’s innovation advertising strategies were very successful. I think We could get remarkable lessons from this case. We all already know the digital revolution has been responsible for changing business and consumer trends.
Even traditional manufactures such as car builders like Hyundai in South Korea are embracing information technology not only to support their production processes, but also to expand their activities to sales and advertising. It’s very obvious Toyota has experimented broadly with new interactive technologies. Such IT-supported innovations can provide strategic advantage in our global super-competitive or survive, and to manage the intense business environmental pressures on organization. That’s why we got to get about Management Information System(MIS).