MKT10007 Fundamentals of marketing Assignment 4: Presentation of recommendations TOYOTA Let's Go Places Toyota 2020 Part B: PowerPoint script Slide 1 - Cover page: This presentation is a continuation of the marketing strategy report that proposed a segmentation framework for the Hybrid car market. Slide 2 - Presentation outline: To develop recommendations, 3 processes will be followed and investigated. First a segment or target market will be selected as a focus. Then a brand positioning statement will be developed, discussing the most suitable strategic position for the brand. Finally, the marketing mix will be used to select optimal marketing measures that would appeal to the target market. Slide 3 - Segment choice: The segmentation framework from the report is shown here. The 3 characteristics that were used to apply the product's adaptation to the market segments are Green conscious, lifestyle and usage. Economically, heavy road users from the working class are the most effected by the vehicle they drive. Slide 4 - Working class: Being the largest of the segments and frequent road users, working class is most adaptable. Despite having a busy lifestyle, possibly hindering one's ability to have an actively green life. This gives Toyota the ability to draw this segment in, marketing the economic and environmental benefits of hybrids such as much lower fuel consumption, which for heavy road users, makes a big difference. Jake Capraro - STUDENT ID: 101106899
Slide 5 - Key brand features: For heavy road users, comfort is an important characteristic of commuting, especially for long trips. As a mid to high end model series in Toyota, the Camry has many luxurious features shared from their Lexus counterparts, without the prestige price. As a mid-size sedan that can comfortably fit 5 persons, it is also suitable for car pooling and trips. Slide 6 - Brand positioning: Here, a positioning map shows Toyota and its competitors in the hybrid market, Hyundai and Honda, and where these brands sit in terms of design. On the x axis, luxury and performance are shown. Honda's Insight is the most performance orientated due to its high power and sporty design rather than luxury features that Toyota has a larger focus on. Hyundai is more neutral in this regard. On the y axis, efficiency and traditional design are shown. Due to a sportier design with more power, the Insight lacks the efficiency of the Camry and Ioniq models which are similar in those specifications. Slide 7 - Brand positioning statement: The brand positioning statement briefly shows the vast availability of Toyota's Hybrid models, being sold across Australia, and specifically mentions the benefits of Hybrid technology in its efficiency. The terms affordable and efficient are also aimed at the frequent road users, being the most influenced. Slide 8 - Product life cycle: The PLC graph shows the position of growth that Hybrid cars hold in the market. This is due to growing numbers of consumers switching from traditional petrol engine vehicles to Hybrid. "Figures sourced from the Electric Vehicle Council