Automobile Market Conversations and Trend Is Often

¶ … automobile Market conversations and trend is often dominated by branding. Toyota as a brand, has redefined the automobile market. In the year 2010, Toyota's category has made it dominant of the world market commanding 11% of the market share (OICA, 2010). Toyota as a brand is well positioned in the market and perceived as the maker of fuel-efficient models, with Corolla becoming one of America's favorite compact cars. Toyota has continually built new product categories for newly discovered needs in the automobile market.

After World War II, Toyota was focused on making cars as opposed to war machinery and buses. It came up with model SA in 1947 (SoftNews NE, 2008). This model, referred to as "Toyopet" became popular and the name was later used to refer to all sedan models. This was one of the earliest communication strategies adopted by Toyota. Toyota built on this to launch a more successful model the SF a taxi version and later it diversified adding the Land Cruiser a jeep and the Crown a luxury sedan (SoftNews NE, 2008).

In 1957, Toyota moved to the American market creating the first dealership in Brazil and there after an assembly plant in 1959. The same year it launched the motor sales department in Hollywood California that sold 288 vehicles in 1958. Toyota's strategy was to make sure that the models were suited for the market. Toyota launched an effective strategy of production and marketing of fuel-efficient models of superior quality. The first popular model was the Corona fitted with air conditioning as well as an automatic transmission. It became a popular car selling more than 20,000 units in 1966 (Toyota Motor Sales, U.S.A., Inc., 2012).

This worked in their favor as the rising fuel cost forced consumers to buy smaller fuel-efficient cars. This was Toyota's biggest break in the American and international market and it has maintained this category ever since. With this strategy, the American market developed a liking for Toyota cars and most popular among them was the Corolla. Corolla's debut was in 1968 and in the same year, registered a 30 million sales units internationally (Toyota Motor Sales, U.S.A., Inc., 2012). Toyota built on this success in the launching of other models. The 1970s saw Toyota launch a series of marketing campaigns including "You Asked For It/You Got It!" And the hit "Oh What A Feeling!" marketing campaign that included the popular "Toyota Jump" (Toyota Motor Sales, U.S.A., Inc., 2012, p. para 7). In one of the popular advertisement in the 70s was during the launch of the vintage truck in which Toyota stated, "most people buy small trucks for the same reasons they buy small cars" (The Day, 1971). By 1972, Toyota sold over one million vehicles in the United States surpassing Volkswagen making it number one import brand.

However, in the 80s, Toyota took advantage of the falling luxury car market with the launch of Lexus. It established a new company that would manufacture this brand of cars. The market received the Lexus well and it soon became synonymous with reliability and low maintenance cost, this gave Toyota both national and international recognition especially with the younger audience.

Presently, Toyota is leading in the battle for environment. In a bid to launch a new class for continued market dominance, it announced the production of a plug-in electric car that will run on electricity powered by lithium battery pack.

Analysis of Competitive Advertising

The philosophy of "the right car for the right person and place" (Ford Motor Company, 2011) guides Ford in identification of target market. They target lower and middle level income people with economy class cars and higher middle and higher income group people with the luxury cars. With a variety of product attributes it targets different age group and professional groups of people.

In 2011 ford launched "ALL IN-"a corporate print advertising campaign for the African-American population. They made this advertisement to stretch African-Americans imagination about the quality of the ford to make sure they made strides in buying the new model. The aim of the advertisement was to highlight some of the African-American executives within the company who helped create ford to become where it is today.

The advertisement was to make sure the company highlights its leadership in relation to quality, technology, and the community in a way that speaks directly to the African-Americans consumers. The goal was to reach the African-American consumers who may be familiar with the Ford brand and its recent success stories but were not aware of behind the scenes moments and collective responsibility that took place as the a part of the company's turnaround plan.

Volkswagen competes fiercely with Ford in advertising its vehicles and tries to outdo ford in print advertising and market groups' target (Loh & Ron, 2011 ).. The Volkswagen print advertisements are usually in rich taste to make the target long for their products.

The luxury and Sports Utility Vehicle (SUV) manufacturer recently placed a rather welcoming print advertisement in the South African Auto Trader magazine. This read "Eat the Road and Seriously Eat It" (Nudd, 2011) the advertisement in the famous motor magazine was to evoke the feeling of the gobbling up of the road by the Volkswagen Golf R. this is targeted to youths and middle age adults who love speeding and luxurious vehicles (The Black Consumer Market Authority, 2005).

The print advertisement in the South African magazine was to give the target market the notion that the vehicle; Golf R. was capable of going at greater speeds than earlier models; eating the road. The magazine described the vehicle to the interest group and helped the company gain much edge over its close rivals in the market.

Positioning strategy

Ford and Volkswagen undertake positioning strategies to enable them gain some part of the market and outdo their fierce rival Toyota. The second step after getting the target group is the positioning of the product. The positioning strategy is used to design the product to occupy a position unique to the consumer (White, 2011). This is put in place to make sure the potential consumer buy the product.

The reasons are for positioning strategies are revenue growth, and to make brand image stronger than it was before. Ford and Volkswagen mainly target African-American consumers below the ages of 45. In addition, they have put in place some strategies to place their product within the market. These positioning strategies include but not limited to the following.

The first strategy is the attribute and benefit of the products. This positioning strategy focuses on the benefits of the products to the target group giving emphasis to quality and speed. Highlighting the Product Attributes in print advertisements of the products is compelling because the products focus on luxury and economical aspect of their advertised products.

The second strategy is against or away from competitors. The products are positioned against other competitors with special emphasis on superiority claims and better products than other similar products in the market. Ford and Volkswagen often compare themselves to each other segmenting the market to just the creme de la creme of the automobile market. The positioning away from competitors pitting them opposite to other competitors print advertisements help these companies' advertisements get significant attention in the market dominated by different players offering different products.

The third positioning strategy is users and usage occasions. These products emphasize on how to use the products by the target audience from the print advertisements. Both ford and Volkswagen majorly focus on-road to the potential buyers. These products focus on the unique characteristics given out to the specific users concerning luxury and speed to make sure their positions in the market are solidly stable.

The last positioning strategy used by these companies; Ford and Volkswagen are prices and quality. These corporations produce high quality products and their advertisements are clear about the target market and product descriptions. They offer products of high quality ranging from low selling prices to the market giving them linking them to the need of the target group.

Positioning is what the customer believes and not what the provider wants them to believe. Positioning can change due the counter measures taken at the competition. Managing product positioning requires knowledge of the consumers and clear understanding of the competition in the market.

Communication Strategy

The brand awareness strategy of the companies; Ford and Volkswagen are correct because they benefit both their corporations and targeted customers. The companies have strategies to give the target customers with enough detail in the identification of the brands within the various market categories. This ensures customers make the right decision to analyze the content of their print advertisements and purchase products of the firms. The provision of enough details in print advertisements does not need the potential customers to find the brand name of any car model (Percy, 2011). The visual image of the brand package in the print advertisement help the consumers find the brand they need. A consumer does not have to keep on referring to the specific brand model and they see and recognize the product at the point of purchase making the band awareness strategy of the brand models correct.

The brand attitude strategy incorporated by the print advertisement of these corporations is absolutely to the benefit of the companies and the target groups from the advertisements. The clients' first experience with the car and manipulation of the print advertisements enables them make decisions in buying of the products since they have the product description and specifications in memory (Jack Yan and Associates, 2002). The prior knowledge of the brand is linked to the customers mind when situations arise and it becomes salient for clients to recall from among the many brands they are aware of and make decision to acquire products from Ford and Volkswagen.

The clarity of the message in the print advertisements help the target consumers connect with the brand and have a positive attitude towards the brand and the companies; ford and Volkswagen. The target group buys the message from the print advertisement and the best quality of these advertisements sell to the target market. Whether it is a rebellious attitude or a do or die attitude, people with a similar mindset will buy the brand because the message connects to them. The reason these adverts help market these firms is that the messages connect with people who agree with the messages.

These companies have put in place measures to ask for the outcomes of customers and their views on the print advertisements used before venturing into other advertisements. They also consult with customers via several avenues such as print advertisements and social media to make sure communications related decisions meet customer and corporate approval and fit within company protocol and standards. Beside the company organizes forum and workshops to enhance efficient communication with clients according to arising needs of putting other advertisements for other products.

Creative Tactics

The advertisements of these companies' brands stimulate consumer awareness and positively contribute to the firms' equity and marketing communication. Brand awareness and brand attitude are important in their planning and are significant part in marketing position and communication. These companies have put in place brand awareness strategies to make sure they keep their market group and get a niche in the market for themselves.

The major components of brand awareness strategies used by these companies in their print advertisements include. First strategy is the identification and understanding of the target consumers. The print advertisements carried out by these companies in billboards or newspapers target African-Americans who love speeding and luxurious vehicles.

They carry out research to discover as much information about the target customers, who they are and their needs and desires. Getting detailed information about these groups makes sure the issuance of the prints suits them and this helps in the development of winning brand awareness.

The second strategy in brand awareness is carrying out research to make sure the brand establishment meets the goals and the need of the target group. This set up the clarity on the brands strength and weaknesses and the target group reaction. This research also gives the status of the market and ways of innovation of print advertisements.

Finally, to improve brand awareness, there is creation of a positive emotional association in the target group of the print advertisements. This creates the desire by the audience by advertising the product or a mention of the product name. The mention and advertisements of these vehicles in the print evokes a strong emotion giving the illusion of high quality of the products. This positive emotion is due to good branding practice and time-tested relationship between the advertisement and target group based on intrigues and support from the consumers.

Brand attitude strategies used by these companies in print advertising include the showing of clear and unique messages to portray the brand attitude to the potential group. The clear messages highlighted in the print advertisements connect the consumers to the products and the attitudes portrayed in the print media whether rebellious will auger well with potential buyers with similar mindset (Kam, 2008). This enables the advertisements do well by uplifting attitude as they connect with people who agree with the message.

Brand Advertising Strategy

Toyota launched the "It's Ready. Are You?" As a promotion for the Toyota Camry. This advertisement posted on billboards targets the working class urbanite American. It features a young man on a road trip with his dog. The ad reads, "are you ready for 627 miles of wind in your hair per tank, are you?" It is ready are you?" (Duncan, 2011). The man is shown driving his way through different scenes with the dog. The advertisement invokes the feeling of relaxation and urge to take vacation. It speaks directly to the middle class young American with the spirit of adventure.

This advertisement highlighted new features of the Camry and the reinvention of Toyota. The advertisement visually demonstrates the new key features of this midsize car. In addition, it ensures that the target audience familiarize with the quality of the car.

The world automotive industry is experiencing a downturn with the global economic crisis. The industry is experiencing decreased demand of vehicles, lowered brand loyalty, global consolidation and environmental issues that are causing intense competition within the automotive industry. In addition, the industry is forced to offer more for less and more attractive buying options. Furthermore, the consumers are well positioned to take advantage of the situation as they are better informed than ever before.