The marketing campaign for the new Toyota Corolla Altis Grande launched in July 2014 in Pakistan. The campaign involved television commercials, print advertisements, and other promotions. The TV commercial showed the car splitting into two vehicles to demonstrate its versatility. Print ads promoted the car's features like its powerful engine and technology. The campaign targeted upper and middle income consumers in Pakistan and had a total estimated budget of Rs. 153 million.
Toyota Corporation developed the lean production concept that made it an industry leader in area of productivity and quality. The advantages that the system presented propelled the corporation to the top of the industry. However, Toyota appears to be losing its position as the most productive company in the automobile industry. It is also experiencing difficulties dealing with competition. The main problem in Toyota’s case is that the company is losing its competitiveness. This paper examines the causes of this problem using model such as PEST, Five Forces Analysis, Value Chain Analysis, Resource-Based-View and the industry fitness landscape. The paper also identifies alternative strategic options that Toyota can use to address the competitiveness problem. The paper recommends that Toyota adopts the Blue Ocean Strategy as this strategy will guarantee sustainable source of competitive advantage for Toyota.
Strategic management is the highest level of managerial activity, in general performed by the chief executive officer (CEO) and executive team of a company, used to specify objectives of the organization by developing policies and plans to achieve these objectives and reach the company’s goals. Also it’s a process of distributing resources of the company so as to pursue the plans.
Strategic management supply overall direction to the entire enterprise. An organization’s strategy should be suitable for its resources, situations, and objectives. The process takes in consideration to join the companies’ strategic advantages to the business environment the organization faces. The important objective of an overall strategy is to make the organization into a position to do its mission effectively and efficiently. A best corporate strategy must include an organization’s goals, policies, and tactics into a cohesive whole.
Toyota Corporation developed the lean production concept that made it an industry leader in area of productivity and quality. The advantages that the system presented propelled the corporation to the top of the industry. However, Toyota appears to be losing its position as the most productive company in the automobile industry. It is also experiencing difficulties dealing with competition. The main problem in Toyota’s case is that the company is losing its competitiveness. This paper examines the causes of this problem using model such as PEST, Five Forces Analysis, Value Chain Analysis, Resource-Based-View and the industry fitness landscape. The paper also identifies alternative strategic options that Toyota can use to address the competitiveness problem. The paper recommends that Toyota adopts the Blue Ocean Strategy as this strategy will guarantee sustainable source of competitive advantage for Toyota.
Strategic management is the highest level of managerial activity, in general performed by the chief executive officer (CEO) and executive team of a company, used to specify objectives of the organization by developing policies and plans to achieve these objectives and reach the company’s goals. Also it’s a process of distributing resources of the company so as to pursue the plans.
Strategic management supply overall direction to the entire enterprise. An organization’s strategy should be suitable for its resources, situations, and objectives. The process takes in consideration to join the companies’ strategic advantages to the business environment the organization faces. The important objective of an overall strategy is to make the organization into a position to do its mission effectively and efficiently. A best corporate strategy must include an organization’s goals, policies, and tactics into a cohesive whole.
Toyota is a one of the leading automobile manufacturers in the world. You will gain valuable insights on its popularity among the consumers, and also find a detailed SWOT analysis of the automobile company from this presentation.
Toyota is a brand known for its advanced engineering expertise . In this slide we have undertaken a detailed analysis of Toyota and have done SWOT Analysis of Toyota. The outline for all the causes of Toyota making mark in the industry has been formed in this PPT. We have shown how Toyota, the Japanese No.1 car maker hurt its own brand and recovered from it.
Toyota Indus Motor Company Limited (IMC) is a joint venture between certain companies of House of Habib of Pakistan, Toyota Motor Corporation and Toyota Tsusho.
Corporation of Japan.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Search Engine Marketing - Competitor and Keyword research
Campaign review (Toyota Corolla Grande)
1. MARKETING MANAGEMENT
CAMPAIGN REVIEW
TOYOTA COROLLA ALTIS GRANDE
SUBMITTED TO MR. NAJEEB AGRAWALLA
12/24/2014
SUBMITTED BY GROUP B (EMBA 3)
GROUP MEMBERS:
1. Danish Murtaza ERP # 08710
2. Khateeb Hussain ERP # 08692
3. Tayyab Nihal ERP # 08695
4. M.Yasir Shehbaz ERP # 08714
5. S.M. Asad ERP # 08691
2. Table of Contents
Table of Contents 1
The Campaign 2
Toyota Grande 2014 2
the Creator’s Message 2
Introduction 3
Theme and Concept 4
Demonstration 4
Offering 5
The product and brand 5
Stage in product life cycle 5
Market Share 5
Brand’s Market Share 5
Model’s Market Share 6
Popularity 6
Uniqueness 6
Quality 6
Communication objectives 6
Target Audience 7
Message Design 7
Message Appeal 7
Message Structure 7
Message Format 7
Source Credibility 8
Media 8
Placement 8
Cost 11
Critique 11
Positive 11
Negative 11
Recommendations 11
3. The Campaign
Toyota Grande 2014
FINALLY, THE WAIT IS OVER
PROUDLY PRESENTS-ALL NEW TOYOTA ALTIS GRANDE
With A Dynamic, prestige-boasting exterior, an iconic interior, advanced features and technology, the new
Corolla Altis Grande delivers a superior driving experience along with the Toyota’s enduring promise of trusted
quality and reliability.
THE CREATOR’S MESSAGE
The first generation corolla hit the market in 1966, and this year marks its 48th anniversary. With each new
generation, the corolla has adopted new concepts and technologies, and in its history with Toyota, the corolla has take
the role of a leader in the motorization of the world. This new model marks the 11th generation, and the corolla is now
manufactured in 16th production based and sold in 154 countries around the world. Hence, the corolla has grown to
literally become a global car. I believe this feat has been achived because each successive development ream as
observed the philosophy set forth by Tatsuo Hasagawa, Chief Engineer of the first generation model, to develop a
“corolla that brings happiness and well-being to people around the world”
Shinichi Yasui
Chief Engineer
TOYOTA Product Planning Group ZE
GRACEFUL EXTERIOR, SIMPLY STUNNING
A modern and clean design gives the all-new Corolla Altis Grande a beautifully proportioned stance, along with a
distinct presence on the road, inspiring confidence for an unmatched driving experience, unlike any other
4. Introduction
In July 2014, Indus Motor Company (Toyota Pakistan) has launched 11th Generation of Corolla,
nationwide and its promotional campaign is still going on. In the following review we have tried to
summarized this campaign and explain all the promotional events taken place or taking place in
this regard.
Company Overview:
Indus Motor Company Limited (IMC) incorporated in 1989 as a joint venture company between the
between the House of Habib (HOH), a local conglomerate and Toyota Motor Corporation (TMC)
and Toyota Tsusho Corporation (TTC) of Japan. The company manufactures and markets Toyota
brand vehicles in Pakistan. The main product offerings include several variants of the flagship
“Corolla” in the passenger cars category, “Hilux” in the light commercial vehicles segment and
“Fortuner” in Sport Utility Vehicle (SUV) segment. The Company also sells limited units of Daihatsu
brand vehicles.
The manufacturing facility and offices are located at a 105 acre site in Port Qasim, Karachi, while
the product is delivered to end customers nationwide through a strong network of 39 independent
3S dealerships spread across the country. In its 25 years history since inception, IMC has sold
more than 500,000 CBU/CKD vehicles and has demonstrated an impressive growth, in terms of
volumetric increase from a modes beginning of 20 vehicles per day production in 1993 to 220 units
daily at present through the development of human talent embracing the “Toyota Way” of quality
and lean manufacturing. Over the years, IMC has made large scale investments in enhancing its
own capacity and in meeting customer requirements for new products. Today, Corolla is the largest
selling automotive brand model in Pakistan and it also has the distinction of being #1 in Toyota’s
Asian market.
The company invests heavily in 2,000 plus workforce of team members and management
employees and creating a culture of high performing empowered teams working seamlessly across
processes in search of quality and continuous improvement (kaizen). The core values of the
company encourage employees to pursue high standards of business ethics and safety;
communicate candidly by giving bad news first and respect for people. The bi-annual TMC morale
surveys show employees giving a high positive score to the IMC work environment and level of job
satisfaction.
The company has played a major role in the development of the entire value chain of the local auto
industry and is proud to have contributed in poverty alleviation at the grass root level by nurturing
localization that in turn has directly created thousands of job opportunities and transferred
technology to 60 vendors supplying parts.
5. Theme and Concept
The theme and concept behind this campaign is to generate a WOW factor amongst the customer
and to make customers aware of the fact that Toyota keeps on striving with innovative ideas to
provide safe and sound journey.
Demonstration
The campaign is focusing on the upper and upper middle segment of the society and the TV
commercial and newspaper ads very clearly conveys the message that vehicle is suitable for very
member of the family, male or female, young or old, executive or student. The vehicle splitting
concept in the TVC has remarkably covered it.
Glimpses of TVC:
6. Offering
The product and brand
Toyota has introduced the brand new Toyota Corolla Altis Grande 1.8L in July 2014. Packed with
speed, performance, & a new generation engine with a continuously-built indication Technology,
this time around it is extremely responsive, unconditionally powerful and indeed more fun to Drive.
This is the 4th model of the internationally acclaimed sedan to be made by IMC, as per Toyota’s
Global Quality Standards.
With the new Corolla, Toyota aim to excite their clients on a completely new level. For this, they
spent around $100 million in technology transfer and manufacturing facility improvements.
Mechanically, the TOYOTA Corolla Grande Altis 2014 is basically unaffected. The Toyota Altis is
available with petrol and turbo diesel engine choices that are carried over from the earlier
generation version
The petrol driven 2014 Corolla Altis features a 1.8 liter-4 cylinder organically aspirated motor that
yield 182 Bhp of peak power and 173 Nm of peak torque. The diesel engine is a 1.4 liter-4 cylinder,
turbo-charged unit that outputs 87 Bhp and 205 Nm. The petrol engine is a peppy performer as the
diesel motor is a economical operator.
All variants of the 2014 Corolla Altis pack in double airbags and ABS+EBD as standard safety
measures. The new Toyota Altis is considerably larger than the version it substitute. The new
vehicle is a full 75 millimeter longer, and this additional length also translates into a longer
wheelbase and enhances leg room for the back passengers.
Stage in product life cycle
Grande is launched three months back therefore it is in initial phases of PLC.
Market Share
Brand’s Market Share
Because we only have the “Big Three” companies with dealerships –Suzuki– being the cheapest,
covers 33%, Toyota 28% and Honda has a market share of 25%. The remaining 14% cover all
other brands. The order makes sense when you get to see people’s perception of overpriced
brands, which puts Honda to the most overpriced brand, Toyota after that, and Suzuki at the third,
exactly the reverse order.
7. Model’s Market Share
A bit surprising, but most of the cars out there are Corollas, 13%, while it’s rival, Civic has 12%
share. Now that may sound good to Toyota people but only for a while, because that 13% consists
the 1.3, 1.6 and 1.8 Liter variants, and a general perception is that 80-90% of Corollas out there
are 1.3s, so in this regard, Indus people should be worried about what they’re doing wrong. More
surprising facts, Suzuki Mehran and Honda City have same market share, 10%, which again is a
very, very good news for Honda people because Mehran comes in different price ranges, some of
them making less than one-third of what you would pay for a City. Other car models cover 47% of
the market.
Popularity
“Expected” is what you would say, because Toyota is the most popular brand among Pakistanis,
Honda after that, and Suzuki at third. The reason for Toyota being so popular is their workhorse –
Corolla– which has been present in our country for more than four decades, maybe five. This car is
so popular that I have seen people who know “Corolla” as the company rather than Toyota.
Uniqueness
Once again, Honda takes it. The results show that Honda makes the most unique cars, Toyota, the
second most, and Suzuki, again comes at the third rank.
Quality
Someone may say that Toyotas are more durable, but when it comes to quality, people’s opinion is
that Honda is the most high quality brand in Pakistan. Toyota, though, comes at the second, and
third, surprisingly, goes to Mitsubishi.
Surveys like these could really help car buyers, sellers and automakers in various ways. The
companies can get a better insight of what people think about their brand and where do they stand
in the local market. The reason why we see only Toyota, Honda and Suzuki is the same, “Big
Three”. Had there been more dealerships out there for the middle class, more interesting and
surprising would’ve been the response, and this goes to the officials out there controlling the
taxation and other stuff like that, keeping other automakers from establishing dealerships.
Communication objectives
Toyota’s segmentation and target market is guided by its philosophy of ‘right car in the right place’:
It has segmented all the countries across the globe as its market.
All of Toyota's vehicles speak to different consumer segmentation.
Based on income, gender, life cycle stages, needs/desires, etc.
Vehicles are designed so as to attract on the basis of lifestyle choices and specific attitudes.
Toyota uses a psycho-graphic and behavioral approach to segmenting the market.
8. Target Audience
Toyota Target audience on the basis of socio-economic, demographic and geographic grounds:
Targets on conscious consumers who place an importance on the environment.
Targets individuals that want to save at the gas pumps.
Targets individuals that care about safety, family, quality, etc.
Targets on consumers interested in functionality and recreation.
Targets a more sophisticated, "classy" consumer, individuals interested in style, luxury, comfort,
status etc.
Targets the middle aged consumer who care about family, safety, security, prestige....all
wrapped up in a stylish bow.
Message Design
Message Appeal
The main appeal in the ad was of defining unique technical features of Corolla Altis. In Pakistan
one can hardly find such featured cars. Message appeal of this commercial can be describe in 5
simple words
1. Comfort
2. Elegant design
3. Smooth Drive
4. Boost with technology
5. Passion
Message Structure
The message structure in the ad was very explicit and clear. Advertiser use deductive approach to
communicate with audience .Every feature of the car is being defined very precisely step by step.
When the direct approach is used the main idea (such as a recommendation, conclusion, or
request) comes in the start of ad, followed by the evidence. This approach is used when your
audience will be neutral or positive about your message. The direct approach usually mandates
that you lead off with a summary of your key findings, conclusions, and recommendations. This
"up-front" arrangement is by far the most popular and convenient. It saves time and makes the rest
of the advertisement easier to follow. For those who have questions or want more information, later
parts of the commercial provide complete findings and supporting details. The direct approach also
produces a more forceful argument.
Message Format
In delivering the message, expression support with music methodology is used. No dialogues have
been cast-off to convey the message rather the car features has been described through visuals. It
has been display on billboards and on TV commercials.
9. Source Credibility
Since Toyota itself considered as most trustworthy source of this commercial. Toyota launches its
first car in 1993 in Pakistan, from then onward Toyota it’s not only surprising the people with its
innovative technology and R &D expertise but have gain a customer confidence by providing
consistent quality products.
Media
Placement
Altis Grande Campaign was executed on the following mediums;
1. Television Commercial
The new Toyota Atlis Grande new commercial featuring top model Ayyan and Abdullah Ejaz is
breathtaking with excellent execution hitting the target audience in the best possible way.
The Ad was filmed in Thailand featuring sky rise
buildings and hanging bridge. In the Ad you will
notice that car divides into two separate cars, on
many occasions, and in each car a separate type of
customer is driving the car. These unique features of
the ad provokes and excite complete range of target
audiences at the same time and the wonderful
execution helps to reach out to the target audience
who wants to have more fun while driving.
Even the car features will appeal them like availability of internet connectivity, rear reclining seat
and powerful 1.8 L engine.
Altis Grande TVC URL: http://www.dailymotion.com/video/x24lwjs_toyota-corolla-altis-grand-news-2014-
model-tvc-mediatrack-pakistan_tv
2. Print Media
This campaign has huge presence in the print media, even before the launch Indus Motor
Company had started giving Ads in new papers to inform customers about the arrival of new
product in the market.
Campaign First Appearance in New Papers:
In March 2014, a message from Mr Parvez Ghais, CEO of Indus Motor Company, was published in
all major newspaper of Pakistan revealing the launching of New Corolla. The message clearly tells
the launch month and even shows the frontal glimpse of the vehicle. This Ad had created Interest
in the target customers and stopped them to moving to another brand.
10. Launch Ad in Newspapers:
Then finally on 14th
July 2014, Indus Motor Company had announced launching of New Corolla by
following advertisement and then the ad is being placed in the newspapers on regular basis.
11. Customers Appreciation Letter:
After the launch, a message from Mr Parvez Ghais, CEO of Indus Motor Company, was published
in newspapers thanking the entire customers for their awesome response. This sort of messages
from the organization boost up the moral of the customers and helps organization in converting
variety seeking customers to loyal customers.
Other Appearances in the newspapers:
Apart from normal product advertisements, Altis Grande is also featured in other company ads of
Lease Financing, Used Car Replacement Program etc.
12. Cost
The approximate costs incurred in the execution of this campaign are as following;
Head Cost
TV Commercial 55 Million
Print Media Advertisement 68 Million
Other Promotional Items (Billboards) 30 Million
Critique
Positive
The message is very clear and all information is provided about the offer. For skeptical reader it is
good that each and every feature is clearly mentioned in the advertisement, nothing is hidden
regarding the offer.
The thing that captures your attention at first look is the beautiful models with very positive facial
expressions, hence appealing to the young target audience.
The campaign covers entire range of target customers.
Negative
What is so odd about the ad is the fact that the city they have shown in the visuals is hard to find in
Pakistan – sky rise buildings can be seen in Karachi but the hanging bridge is not available.
The background music which is used in TVC is also not originally composed for this particular
video rather it has be taken from Beyond Limits brand X trailer.
Recommendations
Vehicles ads are rarely made in our country – owing to the less affordability of the consumer and
those who are interested to buy hardly need an ad to persuade them. If something out of ordinary
come in the way then the client of course demands concept novelty.