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BUS011 Marketing
Lecturer Gregor Claude
Friday 23rd
March 2012
Critical Case Study
- Toyota Prius
FA10150
100649303
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Introduction
Besides the cultural context that encompasses marketing and consumer behavior,
consumption is influenced by social, economic and historical factors too. Apart from a
contemporary consumers basic necessities, his ever-present desire to purchase is not
only driven by the will to accommodate the personal image he sets for himself, he is
influenced by continuously changing consumption trends derived from the social and
cultural standards that typify the societies he interacts with. He is a participant in a
phenomenon called a consumer society (EOEarth, 2012).
Comprehending why certain people consume certain goods, and subsequently how and
to what extent the producers market and advertise these respective goods, have been
topics of constantly increasing scientific analysis and discussion. This essay aims to
address the question What is the role of marketing in a consumer society?
This willbe tackled by analyzing the marketing strategies of Japanese car manufacturer
Toyota concerning its hybrid brand Prius. Furthermore, the broader marketing
environment in which the Prius is situated will be considered. From the Priuss point of
view, I will briefly discuss its share in the hybrid vehicle market and perform a marketing
mix and SWOT analysis in order to determine the position of the brand in the car
environment. From Toyotas point of view, I will discuss its variety of marketing
strategies and advertising campaigns since the Priuss entry in 2001 while also
identifying its consumers. Based upon consumerism theories and with reference to the
abovementioned, I will describe the role of marketing in the consumer society.
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Background Information
Marketing
The American Marketing Association defines marketing as the activities, processes and
institutions assigned in order to create, advertise, communicate, deliver and exchangegoods/services that customers, clients, corporations, partners, and the society as whole
attaches value to (AMA, 2012). Marketing practice thus involves identifying customers
needs and desires and subsequently converting them to products that will satisfy those
needs and desires in order to finally extract financial benefit. Marketing finally
encompasses how a business is projected upon its customers and its behavior in the
market (Baines et. al, 2011).
The Consumer Society
The term is often used to imply increasingly consumption-oriented Western civilizationsin contrast with societies related to the production of goods and services. Post-modern
sociological features like the collapse of social class, adoption of bourgeois values, and
increasing privatism are all part of a mechanism that has enabled mass markets,
industrialization and globalization, and finally an inclination to ensure that increased
income will be used to find more meaning and satisfaction in life through the purchase
of an ever-increasing output (Baines et. al, 2011). Furthermore, the concept of
conspicuous consumption, the purchasing of goods simply to display wealth and social
standing, portrays consumerism as the division between rich and poor (Veblen, 1899).
During the 90s, identity, culture and style were the driving forces of consumption.However, more recent analyses have identified consumption as being more
economically driven and politically divisive (Edwards, 1999).
Toyota Prius
Commonly known as the first commercial hybrid vehicle, this mid-size hatchback is rated
by both the USs EPA and UKs Environment Agency as one of the cleanest motorized
vehicles sold based on CO2 emissions. It can be propelled by fuel and/or electricity
(Toyota, 2012).
The Prius went on sale in Japan in 1997 and worldwide in 2001, and surpassed the 3
million unit sales mark in September 2011. Its biggest markets are Japan and the US
(Toyota, 2012).
From a philosophical viewpoint, Toyotas intentions can be derived from the brands
name: Prius means before in Latin, which refers to the cars launch before
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environmental awareness became an established issue, and also to identify it as a
predecessor of cars for the future, thus portraying itself as a pioneer in
commercializing environmentally friendly vehicles (Toyota, 2012).
Toyota Prius & The UK Automobile EnvironmentThe UK automotive market is considered to be mature, with high car purchases favored
by a relatively solid UK economy. The market is almost completely dominated by non-
UK manufacturers, with 16% of them having an individual market share of more than
1%. The UK market is subdivided between private consumers and company/client
buyers. A general trend for fleet buyers is that their demand for price reductions has
become generally less beneficial for manufacturers to concentrate on this segment,
despite its high volume. Recently, the private market thus witnessed increased
importance. However, the Prius has witnessed significantly higher fleet sales since its
gradual entry into the UK market (Toyota, 2012). The UK car consumer is fickle, andinfluenced by price, specification and finally status. Hence, the UK market is typified by
the extensive use of advertising through various channels (magazines, TV, radio, online,
etc.). Toyota is a major investor in these campaigns, with its financial contribution
towards advertising (4%) matching its relative stance in the market (Andidas, 2003).
Toyota Prius Target Market (UK)
This is the customer group that a corporation has decided to focus its marketing
practices and consumer goods on. Adequately defining a target market is a primal
component of a marketing strategy. Together with the marketing mix variables itdetermines a products success (Baines et. al, 2011).
The Priuss market is new with very limited competition, since it is the first mass
production hybrid. It is unique in the sense that the only non-Toyota hybrid
manufacturer, Honda, offers only smaller and thus less convenient cars. However,
aiming to compete with regular sedans/hatchbacks, the Prius provides comfort like any
other in similar size and division, and is aware that any potential customer is likely to
have owned a conventional fuel car before (Andidas, 2003).
The target market consists of two categories: private buyers and fleet buyers:
Private buyers: Those who buy the car for personal use from a dealership. This is themost important market.
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Fleet buyers: These are clients and partners of Toyota, and corporate buyers also fallinto this group; they rent or buy the cars for company fleets. The Priuss
environmental advantages provide the edge for corporate buyers, thanks to its fuel
economy and finally, a fleet of Prii is reflective of a companys intentions of
contributing to a green environment (Andidas, 2003).
Market Segmentation
Part of targeting a products market is classifying its potential private or corporate
customers into categories according to their specific product demands (Baines et. al,
2011).
Geographic: Private buyers are spread all over the UK, although more people wholive in urbanized areas tend to buy a Prius since they feel they can attribute to the
problems of pollution (Andidas, 2003). Demographic: Consumers are educated males and females in their mid-life (30 to
50), and likely to be married with children. They tend to be from the upper middle
class and frequently in highly-placed professional occupations. Due to their wish to
contribute to the environmental cause, they are not only willing to drive
environmentally friendly cars, but they are prepared to part with more of their
disposable income for it (Andidas, 2003). Psychographic: For high technology products like the Prius, this segment
incorporates the concept of technology adoption life cycle (Baines et. al, 2011).
Three mindsets of potential buyers can be witnessed and most buyers will include
the three mindsets, as the decision to purchase a Prius is not underlain by one
motive. The relatively small size of this group explains why Prii are not colloquial yet.1. Innovators & Early Adopters: People who pursue highly technological and
innovative products aggressively. They are followed by imaginative thinkers who
buy the Prius early into its life cycle, based on their own intuition, and usually
tolerate eventual flaws in the Prius more than the mainstream consumer
(Rodriguez & Page, 2004).
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Figure 1: Technology Adoption Life Cycle (Source: Rodriguez & Page, 2004)
2. Environmentally Friendly: Including the environmentally aware mainstream,which on one hand is distressed by the environmental impact and wishes to ease
its conscience, but on the other hand hesitates to buy new and unestablished
technology (Andidas, 2003).
3. Value Conscious: People who are searching for low fuel consumption andpreservation cost in the long term, at a price they can still afford (Andidas, 2003).
Toyota Prius Marketing Mix
This product-marketing tool is critical when identifying the Priuss exclusive selling
advantage. It clarifies the qualities that distinguish the Prius from its competitors in
order to finally generate higher sales (Baines et. al, 2011).
Product: Besides the reliability of Toyota products, the Priuss unique design visuallydistinguishes it from other cars. It is quieter than other cars, and judging by its
customers it offers a more gentle drive. The car comes with various options,
including a revolutionary solar-powered roof that cools the car during warm days.
From 2012 the brand will offer diverse sizes of the Prius. It has a longer lasting nickel
hybrid battery, and both a fuel and electric engine. Furthermore, Toyota constantly
increases maintenance centers so service will be optimal. Last but not least, it is
environmentally friendly and energy-efficient (Toyota, 2012).
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Price: While costing an average of 2000 GBP more than other cars in the same sizeand class category, the most recent Prius does an average of 1.7 l/100 km less than
most recent diesels and 2.6 l/100 km less than most recent gasoline cars (Prius3,
2012). Toyota has opted for a penetration pricing strategy over price skimming firstly
due to the hybrid cars demands high elasticity , and finally in order to increase itsmarket share and raise mass appeal for the Prius quicker (Baines et. al, 2011).
Competitive financing and lease conditions by Toyota provide them an advantage
over their competitors (Prius3, 2012).
Place: In the US, Toyota currently holds a 16% general market share, in the UK this is4%. Concerning the hybrid market, which varies around 2.5% in the US and 8% in the
UK, the Prius accounts for 50% and 75% of the respective markets (CNN, 2012). With
soaring oil prices, Toyota is planning to concentrate more on introducing the Prius in
emerging markets like India and Nigeria in the near future (CleanTechnica, 2012).
Promotion: Besides Toyotas focus on educating and creating environmentalawareness, they aim to create an excitement around the Prius. This is accomplished
through green as well as economical advertising, sales promotions and
establishing an informative website and handing out online brochures for potential
customers (before its introduction). Furthermore, the Prius has become a Hollywood
icon, frequently featuring in movies and being driven by main characters in
primetime series CSI and Weeds. Finally, major inspirational figures in Hollywood
have openly praised the Prius, creating a general sense of coolness of owning it and
driving green.
Toyota Prius Marketing Strategies
Prior to describing marketing strategies related to the Prius, I will briefly discuss
Toyotas main techniques applied to their entire fleet.
Localization
The corporation customizes its products and services to individual preferences and
differing demands by country, a technique that has aided them to establish themselves
in foreign markets besides their dominant position in the Japanese market. By localizing
its production, basing production on local demand and manufacturing in that same area,
Toyota has avoided exchange rate fluctuations and increased flexibility and distribution
(Toyota, 2012).
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E-Business
Toyota has employed this strategy in order to reduce supplies and parts ordering and
tracking costs, and also to incorporate the Just In Time production system in order to
reduce holding inventory and carrying costs. Toyota also turns to the internet to
advertise and publicize its products and campaigns as it has identified it as the primalsource of information, especially for the US car market (Toyota, 2012).
First Generation Prius
Toyota turned to social media marketing in order to inform innovators and early
adopters about the hybrid technology. The 2000 Prius-Genius campaign focused on
putting the corporations commitment to create environmentally friendly cars in the
spotlight. The majority of the Prius, and on providing a special website for technophiles
and potential customers about the Priuss development 2 years before its entry into the
market. The majority of the Priuss advertising budget was allocated to dealers in orderto communicate the hybrid technology to potential purchasers. Toyota identified
convenient design, new technology, reliability, comfort and safety to be the decisive
factors in buying a Prius. Toyotas TV and print advertisements focused on the evolution
of hybrid technology and non-dependence on fossil fuels. In the US the Priuss main x-
factor was fuel economy, which it identified as the most effective way of breaking into
the SUV culture of the US. Lower emissions were just the icing on the cake.
Prospective customers were able to pre-order Prii, finalized by local dealerships in order
to accelerate purchases, while also able to rent a Prius for 1 day as in order to
extensively test it. Online, initial demand uncertainty was tackled by centrally stockingup the Prius and making dealers provide order details in order to materialize an efficient
distribution of the Prius fleet. Production-wise, the Prius was manufactured in Japan,
since demand at that time did not require local factories (Rodriguez & Page, 2004).
Second Generation Prius
Introduced in 2004, Toyota targeted customers that demand established, reliable yet
affordable products, contrary to the innovators and early adopters previously. In the US
it responded to demand for bigger cars by introducing a mid-size hatchback at the same
price than its predecessor, mainly due to increased production efficiencies. The Priuss
TV campaign primarily promoted its size and performance and focused on its low
emissions, despite the aforementioned. Furthermore, it aimed to educate the
mainstream on hybrid technology and aired spots concentrating on the fact that the
Prius does not need to be plugged in. Toyota also maintained healthy relationships with
purchasers of the first generation by offering reduced prices applicable only for them on
1.200 pre-orders. Its production was eventually localized to the US, where a Prius plant
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was built in order to satisfy increasing demand, which currently outweighs supply and
led to a waiting list of one year for 2011. Toyota also concentrated on Facebook and
Twitter in order to further familiarize the Prius technology with the audience (Rodriguez
& Page, 2004).
Third Generation Prius
Becoming a household name, Toyota thrives on the Priuss popularity in order to
promote its man, car and nature in harmony campaign, which mainly puts the Prius as
a transition to an emission-free future. Following a disastrous 2011, where over 450,000
Prii were recalled due to widespread reports of brake malfunctions, Toyota focused
intensively on its safety, with reference to high NCAP (test) scores in Europe (Toyota,
2012).
Toyota Prius & The Consumer SocietyHow the case study of the Toyota Prius fits into a selection of consumerism theories will
be discussed below.
Consumer Motivation & Behavior (Maslows Theory)
The psychological aspects, which underlie a consumers desire for a good and to
subsequently perceive it through consumption, have been categorized through various
researches relating to both individual motivations and social influences (Baines et. al,
2011).
Figure 2: Maslows hierarchy of needs
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The innovators and early adopters of the first generation Prius can be classified in the
lower echelons of Maslows pyramid, since they prize hybrid technology highly and
believe it will boost their self esteem and satisfy their technophile desire. Like
mentioned before, Toyota aimed its initial campaign at the upper echelons. The
campaigns of the second and third generation Prii concentrates on the lower echelons:Safety is important in a car, fuel economy saves up money for other basic needs, and
environmental awareness is also part of the middle echelon, since they will buy a Prius
in order to be part of a growing environmentally-friendly culture.
Ethical Marketing & Social Responsibilities
Corporations are responsible to market, advertise and sell their products in an ethical
manner. This involves no deception of the consumer by the company itself, false
advertising, exaggerated markups and selling unsafe goods (Baines et. al, 2011). Apart
from a small technological glitch in the Priuss brakes in 2010, where the company actedswiftly and recalled all vehicles related to this model, Toyota was not reported to be
involved in such practices. The Prius has witnessed only a very limited amount of
criticism, mainly because it appeals both to the ever-increasing environmentally aware
society and the rest, and because it is a great car in general.
Excessive Materialism
This concept relates to the attaching of too much social and emotional value to goods
(materials), and creating a mainstream where a persons wealth/social status is directly
reflected by the goods he purchases (Baines et. al, 2011). This is not a critical concernfor the Prius, since it is reasonably priced in relation to the relatively new technologies
employed and has not yet witnessed any depreciation.
Cultural Pollution
This occurs when traditional procedures from one a particular society are replaced
(polluted) by a more mainstream, pop culture (Bidinotto, 2012). The Prius relates to
this concept as it is trying to tackle the environmentally unfriendly North American SUV
and American Muscle car culture. It is aided by governmental financial incentives
(lower road tax) in order to gradually switch to an environmentally friendly car culture.
Social Goods
A good or service that benefits as many people as possible in as much ways as possible,
for example clean water (Baines et. al, 2011). The Prius was a motivator for other
carmakers to engage in hybrid technology and enter this relatively unexploited market
during a period of high oil prices. In the long run this technology will reduce dependency
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on fossil fuels throughout our society. General Motors has even produced a military
hybrid vehicle, which indicates that this technology will emerge in other fields than the
private consumer market.
Enlightened MarketingThis concept holds that a corporations marketing strategy should stick by the best long-
term performance of the marketing system (Baines et. al, 2011). Firstly, Toyota holds
multiple technological patents that will benefit the company financially in the long run.
Fortunately for Toyota, the Prius is both a desirable and salutary good, although the
former is outweighing the latter. The Prius has gained so much social appeal recently
that it has practically marketed itself. Waiting lists are up to 1 year, and consumers are
willing to pay for used Prii in excess of the contemporary retail price (Prius3, 2012).
Conclusion The Role Of (Green) Marketing In The Consumer Society
In order for a corporation to plan and produce a successful marketing strategy, aiming
to create brand awareness, brand equity, be innovative and take advantage of new
opportunities, it must follow the following rules of thumb (Ottman, 2008):
Knowing your customer: Contributing to awareness and concern of the issues thatyour product attempts to address. Toyota has done just that in their marketing
strategy of the first Prius, i.e. communicating hybrid technology and the issue of car-
related pollution to its customers.
Engage and empower consumers: Ensuring that potential consumers get the feelingthat they, together with their peers, are actively contributing to the mitigation of
environmental issues. Toyota has done just that by focusing their latter campaigns
on lower emissions, projecting the Prius as the car of an environmentally friendly
future.
Transparency: Ensuring that your product is legitimate and abides by the specificclaims the corporation is making. Toyota have always included its fuel economy and
environmental benefits in its marketing campaigns, regularly referring to numerical
benefits concerning longer mileage and lower CO2 emissions.
Reassuring the customer: Buyers need to believe that the product performsaccording to the companys claims; basically referring to the products quality and
reliability. Toyota have offered potential Prius buyers the chance to test drive it for
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one whole day and become familiar with hybrid technology. Eventual malfunctions
have been dealt with swiftly throughout (referring to 2010 brake malfunctions).
Price Consideration: When charging augmented prices for products that involve newtechnologies and higher-quality specifications ensure that the customers can andwill want to afford it in relation to similar products on the market. Toyota has
highlighted that the (slightly) higher price of the Prius in relation to other mid-size
middle class sedans will be nullified in the long run by fuel efficiency, lower road
taxes, lower insurance tax, with eventual price reductions for future models thanks
to economies of scale and advancement of technologies.
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