Toyota Target Market Analysis
Toyota Target Market Analysis With the sluggish economy, successfully marketing new automobiles has become extremely important. Each manufacturer has to identify and target a market segment. We were able to identify and analyze the target markets of Toyota, Buick, Kia, and Dodge.
Toyota’s recent marketing targets women for several of their models. This is evident by viewing some of their recent television commercials. For example, the Toyota Prius “Harmony” commercial is geared toward women and evokes emotion. Another commercial showing a father and son at a carwash also targets women because it focuses on relationships and reliability, which are both important to women. Toyota has also released “Mommy Like” commercials for the
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In addition to the advertising, the promotions, and the new models being introduced, we found it interesting that they have decided to start altering their image. Typically known for their smaller sedans and coupes, they have started adding mini-vans, SUV's, along with the introduction of some "luxury" models. Most, if not all of them are backed with KIA's 5-Year/60K Bumper-to-Bumper & 100K Powertrain Warranties. Overall, we feel that Kia wants to leave customers with the appeal and feel that Kia is practical, uniquely designed, but at a much more affordable rate than Mazda, Honda, or Toyota products. The main target market for Dodge is men. In 2010 the advertising for the Dodge Charger really targeted men. Some ads name the Charger as the “Man-Ship.” Another has the title “Man’s Last Stand.” The ad shows sad male faces and you hear a voice rattle off a list of obligations, for example, “I will get up and walk the dog at 6:30 a.m. I’ll carry your lip balm….” “And because I do this, I drive the car I want to drive” (adweek.com). Then you hear “the roar of the engine and the view changes to the muscle car on the road – an image of freedom” (adweek.com). The slogan for the Dodge Ram with Hemi: loved by those who have one, dreamt about by those who don’t. The commercial shows two men in trucks race and at the end you see that the winner of the race is actually a fast food drive-up window worker daydreaming. The slogan for the Dodge Caliber is