COURSE NAME

BRANDING

Members:

Davit Makharashvili

Ana Mamatsashvili

Ekaterine Mebukia

Sopo Mtchedlishvili

Group: 3 Date:29.06.2022
Company Analysis (Industry, Product, Market, Competitive)

Toyota is a company that dominates the automotive industry. it ranks at the top of the list of
companies producing automobiles. Toyota is a moderately priced vehicle, approximately
averaging in the median price for a new car in 2013. This places Toyota in a good position,
setting a reasonable price for its vehicles while still producing the required amount of
automobiles.

The variance in its product appeals to a wide target market. However, since technology,
economy and the environment are constantly changing, there is a growing demand for newer
models. Their product has consistently been one of the best offered

Toyota is established in a very competitive market. There are dozens of motor vehicle
producers, each one fighting to be the best. With Toyota's growing diversity and attention to
detail, they must stand out compared to their competition. The top competitors in the sector
include General Motors, Honda, Ford, and Volkswagen These are all widely established
companies that have major pull with their brand names. Due to the widely competitive market.
Toyota must have a strategy and technique to differentiate itself from its competitors This brand
audit will continue its analysis of marketnstrategies and techniques in a later section.

Internal Affairs Analysis

The culture within Toyota is very friendly and community driven. They are a company of the
world and are here to serve the world. Their mission statement reads as follows: "Toyota will
lead the way to the future of mobility, enriching lives around the world with the safest and most
responsible ways of moving people. Through our commitment to quality, constant innovation
and respect for the planet, we aim to exceed expectations and be rewarded with a smile. We
will meet our challenging goals by engaging the talent and passion of people, who believe there
is always a better way." Their position in the market is to not only sell automobiles, but ensure
the safety of all the automobile consumers and care for the planet at the same time.
The brands values shine through in everything they produce, from products to product
marketing. Toyota has been environmentally conscious since its inception and intends to stay
that way. The voice that Toyota projects is authoritative and firm in its efforts. They abide by
their mission statement on all fronts.

Internal operations are very respectful at Toyota facilities and offices. In the early 1990's, a set
of company guidelines were drafted up and then translated from the original Japanese. They
convey points of respect for colleagues, pushing creativity, a worldly environment and safety
above anything else. The founder of Toyota had a set of principles that the company still stays
true to:

● Always be faithful to your duties, thereby contributing to the company and to the overall
good.

● Always be studious and creative, striving to stay ahead of the times

● Always be practical and avoid frivolousness:

● Always strive to build a homelike atmosphere at work that is warm and friendly

● Always have respect for spiritual matters, and remember to be grateful at all times.

External Affairs Analysis

The way a company presents themselves is a major component to public opinion about them.
Relevancy is kept in being prominently featured in news media and social media. Taking the
reins on external affairs is a viable option as well. It's good to be on the offense, not the
defense, in the corporate world.

Toyota presents themselves on their well designed website and few social media platforms.
They maintain a Toyota Global Facebook page, Google+, and Youtube account. All of their
information, including links to their social media, can be easily found on their website, Toyota-
global.com.

The company also engages in expected forms of advertising: print ads, brochures, TV
commercials. radio spots and press releases The most basic external aspect of the brand, the
Toyota logo, will be discussed in depth further into the brand audit.
Brand Inventory

Target Market

Overall, Toyota's largest target audience market would be the educated working adults of
developed, urbanized countries. However, when reporting the target market for Toyota, it is
important to note the different and best-selling models they make and divide it up in that way.
This section will be divided into the five best-selling models Toyota makes: Avalon, Camry,
Corolla, Yaris and Prius.Starting with the Toyota Avalon, which was first introduced in 1994 as
the first generation, and has grown into the fourth generation that is present today. This model is
generally aimed at younger baby boomers ages 40 to 60. Research they conducted showed this
demographic regularly consumes media through multi-screens, and has developed a fully
integrated campaign to capture this audience.

The Toyota Camry remained America's best-selling car for more than a decade. This car has a
larger target audience due to its affordable price and design that appealed to several
generations of users. It is generally aimed at the whole demographic of vehicle drivers since it is
a car that spans time and price.

Next, the Toyota Corolla aims for the young, tech-savvy millennials. The advertisements
surrounding this model focus on a millennial audience who are "looking to buy their first real car
to accelerate their career. The targeting strategy used with this audience has been focused on
mobile usage. Toyota launched a "Mobile Test Drive" campaign where drivers can get a virtual
experience of driving a Toyota Corolla.

The Toyota Yaris is also targeting a younger audience. It is using advertisements on a

Facebook page such as promotional videos, interactive games, and a campaign spokesman to
engage potential customers The social media aspect of this campaign generally tells the
consumer it is aimed at a younger audience, as that it the dominating age group on the social
media websites

Lastly, the Toyota Prius is the most widely desired model of the five. It has a relatively low
operating cost, and with rising gasoline prices, this has become a major point of concern. Due to
this heavy desire, the target audience for the Prius is also aimed at a wide variety of people
These people range from teenagers to consumers in their early 30s.
Marketing Program

The Princeton visitor's center does a great job on staying open and willing to answer any and all
questions consumers may have. However, the issue at hand is that not many consumers are
taking that opportunity to visit and learn about the company. Toyota Princeton wants to increase
the number of visitors they have as well as increase awareness of their visitor's center, Besides
this issue, it is also hard to get the visitors they do have to come back due to their information
not changing very much between visits, if at all.

Out of the four P's, Toyota focuses mostly on product. This being said, Toyota Princeton has a
budget of $40,000 per year on image marketing, which is basically just promoting their brand

Another focus of their marketing program is [lacement. They are obviously lucky in that their
brand is widely used and can be seen numerous times on any given day, but placement of
promotional materials is also a very important part of branding and marketing. Currently, they
are using billboards on major roads and increasing their social media presence:

Brand Elements

Toyota Motor Corporation was named after its founder, Kiichiro Toyoda, changing the spelling
slightly. The brand's icon is widely known, incorporating its name into the symbol This logo is a
combination of name and icon

Toyota does not have any character or mascot associated with its brand. The company relies on
its widely recognizable logo to spread brand awareness. The logo is on every model and brand
they make along with the name of the specific model. Toyota is known for being affordable,
economical, and reasonable for everyday lifestyle. This reputation has stuck with the brand for
many years, and will potentially stay with them for as long as they are a competing brand in the
automotive industry.

Brand Mantra

The brand mantra of Toyota is "always better cars." In his speech given in 2011, the president
of Toyota, Akio Toyoda, refers back to this principle more than once. It is something the
company is constantly striving for, and continuing to do everything they can to achieve that goal.
He states, "Creating 'always better cars' is our chief focus as an automaker."

Brand Personality

Toyota's brand personality can be described as responsible, determined, and open minded. The
brand has held its own for over 75 years in the increasingly competitive automotive industry. It
continues to be the best-selling automobile producer in the world, and customers constantly
give it good reviews and feedback. One of the most important traits about Toyota that they are
accountable, and know what they stand for. In the past, if there has been trouble, Toyota has
always been able to address the problem head on and avoid any major struggles. They can be
counted on, and that is definitely what a customer wants to see in a brand.

Toyota is also very determined. Their mantra is "always better cars," which proves that they are
always trying to make things better. They believe there is something that can be improved upon
in one of their models. With the ever-changing economy and technology, this is not far from the
truth. There is always something to improve upon, and for a brand that is so constantly in the
public eye, this is a good trait to have

Lastly, the Toyota brand is open-minded Looking back to the "always better cars" mantra, it is
important that Toyota keep an open mind about new ideas, strategies, and techniques Though
they are at the top of their game and leading the rest in the automotive industry, there are
always new ideas being introduced, and Toyota should always keep an eye out for those types
of things currently and in the future.

Brand Architecture

While Toyota Motor Corporation is the main company it employs an umbrella technique of
overseeing branches of the company. These branches include the several American production
plants as well as the ones located in Europe and throughout Asia

Brand Inventory Assessment

From the information gathered, it can be assumed that the quality of the brand's elements,
personality, and architecture are well put together by the company Toyota does an excellent job
at staying consistent with their messaging and keeping up to date with new trends and
strategies used in the public relations field
Competitors

When we talking about one company, Its important to consider its competitors. Direct
competitors of toyota are: Ford, Volkswagen, Chrysler, Honda, Chevrolet, Hyundai, General
Motors, and Nissan.

But the most important 5 Toyota direct competitors are: Ford, Volkswagen, Hyundai, General
Motors, and Nissan. Together in these companies employ 1 million people in the whole world,
with Toyota employing only 359 thousand people and ranked 1st among Toyota’s Top 5
competitors. Thhis five companies average about 211 thousand employees.

We want to talk about Ford because it is direct competitor of toyota, they have similar products
and similar prices too.

Ford Motors, Perhaps the most famous American car company, was founded in 1903 by Henry
Ford, the man who revolutionized the production and distribution of automobiles. During the
early 1900s, the process of assembling a car was too complex and required a lot of people to
work and get one done. Henry Ford innovatively created factory lines so that the car would go in
one side and come out the other completely finished, this process revolutionized how cars were
made.

Ford is one of America’s most beloved car brands and has made a total revenue of US$155.9
billion in 2019. The American company holds 12th place on the Fortune 500 list. Ford employs
around 190,000 employees and has a production output of 5.5 million vehicles yearly.

Ford has always been associated with big, strong and sturdy cars and trucks. Their reputation
and quality when it comes to that demographic are extremely commendable and they take a win
with this one. However Toyota wins in a lot of aspects when it comes to medium and small size
cars, Toyota easily outperforms Ford in ratings and variety. 

Now consider pros and cons of toyota.

Pros: Lasting Value

Along with Honda, Toyota is considered one of the leading brands in retaining resale value.
With a Toyota vehicle, people can expect to get a nice trade-in price years down the road when
it’s time to buy their next car. So, if someone wants to make an investment in a sturdy and
family-appropriate car, a good Toyota shouldn’t be overlooked.

Pros: American Made

Plus, the Toyota company is based in Japan, Toyota has many factories located throughout the
USA which employ American workers. When considering a certain vehicle at the dealership, but
chances are very good that the Toyota people looking at was built in the United States. Buying
American-made cars helps to keep money within the national economy and support the workers
employed by Toyota’s U.S.-based factories.

Pros: Great Hybrids

The Toyota Prius is excellent eco-friendly vehicles on the market today. Drivers can expect over
45 miles per gallon from this remarkable hybrid. It practically pays for itself in gas over the
course of a few years. The Prius also received high crash test safety ratings from the NHTSA,
making it safe as well as an environmentally as people.

Cons: Many Recalls

It’s real that Toyota cars are of high quality and are generally a great value, which makes it
surprising that their recalls are so numerous. Many different models of Toyota have been found
to have various defects which badly impacts their safety and reliability. If people purchase a
Toyota without one of these defects, they will have a great vehicle which will last for ages.
Unfortunately, there’s no way to tell in advance whether or not new Toyota could bear an
unknown defect. Purchasing a used Toyota is a good option, but We can tell that It will be the
best solution in your life because of above-mentioned.

On one hand, Toyota vehicles are generally of excellent quality and enduring value. Many
Toyota factories are beneficial to the American economy, and the much-lauded Prius is one of
the best hybrids on the market. On the other hand, Toyota’s history of recalls makes the
purchase of a brand new Toyota vehicle a bit of a gamble. If you decide to buy a Toyota,
consider a used car which people can be sure is defect-free, or else be aware they are taking a
risk with the purchase of a new car.
Brand Exploratory

The goal of this brand exploratory is to pinpoint what consumers associate with the Toyota
brand. In the most recent Car-Brand Perception Survey conducted by the Consumer Report's
National Research Center, Toyota was the highest ranked highest among car manufacturers in
America. It has a 25-point lead ahead of second-place Ford, which is a 5-point improvement
from the previous year. This survey is based a score that consumers placed on brands in the
following categories: quality, safety, performance, value, fuel economy. design/style, and
technology/innovation. This survey measured the perception of the public on the car companies'
brand presence. Consumer Report Deputy Editor Jeff Bartlett says, the consumers opinions are
"influenced by word-of-mouth, marketing, and hands-on experience".

Toyota vehicles are viewed as reliable, affordable, and family-oriented. This aids the brand in
advertising itself as an economical manufacturer of safe cars. These attributes make a Toyota
car into an American dream car, although it's of Japanese descent. In the Car-Brand Perception
Survey. Toyota was most notably mentioned when it came to the quality and safety aspects.
The brand is widely known on the west coast but not as known in the other parts of the country,
especially the east coast.

Following the results of the aforementioned survey research, Toyota is not seen as luxury or
design oriented. The public consumer does not go to Toyota for a fashionable car nor does
he/she expect the newest technology to emerge from this brand. But the customers Toyota has
accrued over the years are loyal customers that believe in the brand for what it is. Despite some
product recalls in the past, the Toyota brand is still trusted. Product recalls would normally be
disastrous for a company's image, but all of the recall procedures have been done voluntarily
out of concern for the product and the public Safety and assurance are the biggest attributes
associated with the Toyota brand.
Recommendations

Strategies & Tactics

Community Involvement:

Increase engagement and visitation with promotional events. Wider Promotion: Streamlined ad
campaign running in newspapers, on radio, billboards,and social media.

Attending career days at local colleges and high schools is also a great way to spread the
Toyota name.Having a streamlined ad campaign that runs across all media would be a good
place to start that would encourage cohesiveness of the brand and its message. As an example,
attached are two examples of potential advertisements.

To really engage with almost any audience, it would be very beneficial to start using this
medium Almost all millenials are on social media, as well as many generations before and
behind them Twitter, Facebook, and Instagram are the three most popular social media sites
Posting current updates of new exhibits or pictures of the manufacturing process would be sure
to engage these audiences On Twitter, hashtags are always popular Including a hashtag such
as #ToyotaVisit in tweets will increase views and interactivity amongst the community

Currently, the visitor's center concentrates on the same exhibits year-round. While there might
not be much changing within the center, it is important to remember that audiences will most
likely not want to see the same thing more than once. For example, there could be seasonal
exhibits such as one where road safety in winter conditions is emphasized. Including interactive
exhibits targeted at specific age groups would benefit the Toyota Indiana Visitor's Center
tremendously. Activities such as mock test drives for an older teenage audience would be
incredibly appealing to those in that audience. Another option is to incorporate some type of
exhibit that would get a younger audience involved.

All of these suggestions are aimed to engage an entire range of target audiences.
Evaluation and Measurement of Success

First of all, a pretest should take place. We have to know the current number of visitors and
level of community interaction before we can accurately evaluate our campaign strategies and
tactics

To measure the success of the tactics in this campaign, the one thing to evaluate is the number
of visitors the Toyota Visitor's Center is bringing in. These numbers will include new visitors and
returning ones. The return rate by itself should also be analyzed, as this will evaluate the tactic
of the ever-changing exhibits in the visitor's center and how it affected visitors who have
previously toured the centerNext, an evaluation of the advertising campaign should take place.
Number of views on social media, radio ad runs, prints in the newspaper, and estimation of
views from the billboards. Most of these numbers will be easy to record and track, so analysts
can compare these numbers with potential surveys given to visitors asking how they heard
about the visitor's center.