Market Value

Toyota Camry Marketing Brand Value

Shane Taylor

BUSI 520—Module 7

Liberty University

Tactical marketing and promotion takes place at the functional or operational level of a Toyota within the philosophy, culture and strategies. Strategic marketing of the Toyota Camry and the tactical marketing can be connected within the brand. Everything from brand image, to the salespeople and advertisements to the customer service to packaging and product features to the chosen distribution channel. Toyota has worked with local communities investing in education, environment, culture and arts. Internally, the company is also aligned with its goal. The company used bulletins, environmental pocket books, seminars, events on the environmental month, and screening movies to inform and encourage the employees about environmental issues. The company created ‘Awards for Good Conduct’ for employees that got involved with volunteer activities like cleaning up riverbanks and tree planting. Toyotas has aligned its vision and culture. Cornelissen (2008) suggests that the three questions needs to be answered to verify the alignment. In this case Toyota is practicing the values promoted, the company’s vision of harmony with people, environment and society is motivating its subcultures and its vision and culture is still differentiated from its competitors.

Toyota’s main value emphasized throughout recent ads is based around the Camry Hybrid, with all advantages of cleaner exhaust, contributing to personal (though not stated clearly) and national economy. Although Toyota is not the only hybrid car manufactured (there are others by Honda and Ford), it adds unique value inherent to Toyota Camry. The fact that a hybrid car is not a widespread phenomenon boosts the influence of this factor.

References

Cornelissen, J. (2008) Corporate Communication A Guide to Theory and Practice. 2nd ed. Sage.

Kotler, P. & Keller, K. L., (2009). Marketing Management. Upper Saddle, New Jersey:...