Question

Answer the following questions using the Toyota Corporation as the focus of your assignment

1) Analyze how your company is leveraging social media in their communications strategy. List which social media platforms are currently being used by your company (which may include profiles for specific brands or products), and provide an example demonstrating how the company utilizes social media to offer sensory experiences, engages customers socially, and for industrious purposes.

2) Imagine your company wants to run a campaign to expand on current arrangements and enhance the existing supply chain. Provide an example of a business-to-business (B2B) advertising campaign that your company could run, providing details on each of the following:

a) What is the goal of your campaign? Relate the goal to the current position in the product life cycle and relevant strategies for your company.

b) Describe the target market. What are specific characteristics of the businesses that you are trying to reach with your campaign?

c) In designing your message, what advertising approach (cognitive vs. emotional) and message type will you use for your campaign? Identify which specific communications media you would use to deliver your message and discuss why these would be effective choices given your goal and target market.

Answer 1

Answer 1:

With the help of social media, Toyota is displaying the features of their products to the large number of users who are available over a single platform. This helps company in engaging the users of the social media to transfer and share the message of the company to their reference groups. This helps company in developing word of mouth marketing strategy. Currently, company uses facebook, Twitter and other video viewing and sharing platforms. Company shares the experience of the professional drives and the normal people test driving the cars over these platforms. The video has a social message for the customers such as saving of the environment through trees plantation. These social messages along with the marketing campaign by the company develops a sensory experience for the users of the social media and they share the message to their reference group over their page of the social media platform to express their feelings for the social cause. This develops a marketing campaign for Toyota.

Answer 2:

Let us take an example of Toyota company again.

Answer 2 –a:

The goal of the business to business advertising campaign is to increase the sales of the product of the company through institutional and bulk selling. This would help the company in enhancing its product’s matured stage of product life cycle to the growth satge.

Answer 2 –b:

The target market would be the corporate that needs the cars for their executives and the staff members to transport them to and fro their homes.

Answer 2 –c:

The message will be designed with the cognitive approach of marketing where the marketing executive will present the central idea for purchasing the cars in bulk and how it would save their costs of purchasing. The marketing executive will pre book the appointment from the management of the company so as deliver presentation to the company. This will be an effective marketing approach as it will help Toyota in achieving sales goal through point of sale.