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L E X U S= L U X U R Y  T O  V A L U E
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L E X U S= L U X U R Y T O V A L U E

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    L E X U S= L U X U R Y  T O  V A L U E L E X U S= L U X U R Y T O V A L U E Presentation Transcript

    • LEXUS=VALUE TO LUXURY
      • PRESENTED BY:
      • MONIKA SHARMA
      • NAVEEN KUMAR BB
      • NAYEEM-ZIA
    • Toyota introduced the LEXUS in 1989. Next to Mercedes with the headline “The first time in history that trading a $73,000 car for a $36,000 car could be considered trading up”
      • Toyota planned to target the luxury cars market by creating a car that matched Mercedes on the performance criteroia.
      • It was priced much more reasonably, providing consumers the value they desired & making them feel they were smart buyers.
    • HOW LEXUS IS BETTER THAN MERCEDES…….
      • Toyota sent a 12 minute video to their potential customers.
      • Showed that when a glass of water was placed on the engine block of Mercedes & a Lexus, water shook on Mercedes while the glass remained virtually still on Lexus.
      • This brought them success.
    • MANAGEMENT STRATEGIES
      • Decided to raise the price of their vehicle.
      • This did not work.
      • Hence they turned to a new advertising campaign to inspire an emotional response to its cars.
      • Campaign was exceptionally powerful.
    • COMPETITORS
      • Nissan Maxima
      • Mazda Millennia
      • BMW-BMW 3 Series
      • Mercedes-Mercedes C Class
      • In the response to the competition, Lexus emphasized on NON-TRADITIONAL ads and promotion, in addition to more mainstream luxury car ads.
      • Continues to show the automobile industry and its current customers that it is building vehicles with luxury, performance and style.
      • 2001- JD Power & associates ranked it no.1 in durability.
      • Again, was ranked no. 1 in retention of customers.
      • Also ranked no.1 in customer satisfaction.
    • CHALLLENGES
      • Aiming to draw the attention of younger customers.
      • Retain the present clients.
      • To attract the younger customers, they sponsored a skiing event in Colorado, which included an invitation to all Lexus owners to spend a luxurious all-expenses paid weekend in the mountains
    • THANK YOU
    •