Recapturing the market leadership in the SUV-Lo category: Reimagining the integrated marketing communication strategy of the Toyota Fortuner

• Main Author: Espino, Marcus Brice B.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Communication in marketing; Vehicles > Marketing; Business and Corporate Communications; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5114
• Institution: De La Salle University

The research and campaign is created for Toyota to help one of their products the Fortuner to regain market leadership in the SUV-Lo segment. The research for the campaign focuses on the growing automotive industry in the country. Toyota is the market leader and the challengers are far behind. However, the Toyota Fortuner is a former market leader, but due to the emergence of competition the product has fallen to the second spot. The goal of this campaign is to regain the top spot in its category, which would help them in continuing their run as Triple Crown winners. The research shows the growth of the automotive industry during the early 90s to its eventual fall during the Asian Financial Crisis, which saw the industry fall to less than half of its previous high in less than a 5-year span. The paper also highlights the growing spending power of the market through the introduction of more luxury brands in the country as well as the expansion of brands from selling regular vehicles to including more premium vehicles into their lineup. As stated the Philippine automotive industry fell during the Asian Financial Crisis dipping to a low of around 74,000 sold vehicles a year, however the industry has recovered bit by bit and is expected to hit 300,000 sold vehicles at 2016. The paper also showcases the division of the auto industry in the country, highlighting Toyotas control of nearly 40% of the market. The paper also sheds light on who and what Toyota wants to be in the minds of the Filipino people. A trusted brand that has been in the country for over twenty-five years, a brand that has been favored by Filipinos for the past twelve years with consecutive Triple Crown awards. Furthermore the brand owns three of the top four sold vehicles in the country. Toyota is the market leader and the challengers are far behind. However, the Toyota Fortuner is a former market leader, but due to the emergence of competition the product has fallen to the second spot. The goal of this campaign is to regain the top spot in its category, which would help them in continuing their run as Triple Crown winners. The campaign for the Fortuner would be implemented as soon as possible to aid in the goal of reclaiming the market leadership in the segment as well as earning a place in the mind of all potential consumers. The campaign would focus on three mediums, namely print, digital, and social media, which are the best mediums to communicate to the audience of the product. The success of the campaign would be measured through product sales as well as the sales of the competitor. Furthermore, to also measure the success of the campaign, we can also check the download figures the online brochure as well as comparing the number of people who inquired about the vehicle as compared to previous years.