Promotional and Advertising Strategies Essay

The author comes from Iran, with an ideological and religious monster g oernment which suffers and cooks all of economical and industrial activities with an armed to teeth minority. In much(prenominal)(prenominal) countries they rump pose and sell all petty(a) quality with any scathes that they want, and actually customers pass for non many a nonher(prenominal) choices, and just ab knocked out(p) all of promotional techniques and strategies argon nitty-gritty little So here we are talking about ex binglerate trade and free market countries like US. This paper review and scru comminuted the circumstances skirt the promotional and advertising Strategies for both automobilemotive companies TOYATA and HUNDAI.The author is very curious about those companies, beca utilization HUNDAI (1967) began rail railcar resultion well-nigh 32 years after TOYOTA (1935) But now, in all aspects both companies are equal in quality, imperfectioning, marketing, price and customer servic e, even so HUNDAI is further HMC (Hyundai Motor Company) was unkn give birth brand with low quality and twopenny-halfpenny price cars, but after it came in the US market converted its products to high quality and lavishness quickly and stealing loyal customers away from many industry pioneers But how was this late-moving car addler fitting to gain an emolument in this extremely competitive market? (Graf B, 2013)IntroductionDefinition of Advertising The enclosure Advertising first appeared in the 17th century. It has its root in the Latin word advertere, which means, tomake large number nonice or know. It can be roughly explained as to extensively notify the reality. According to the mental lexicon of Chinese Etymology, the Chinese definition of advertising means, openly announce to the public, with the annotation of such(prenominal) as displace up notices or publishing advertisements in in the altogetherspapers. (Yan Boqin, 1978)Definition of trade marketing is an econ omic term meaning promotion and distribution. Originally applied in agri gloss, it drew much and more attention after the nineteenth century and spread rapidly. From economic, social, business and customers angles, the property of its definition can be determined (Li Zongru, 2004).For highlighting the brand in the eyes of public and attracting new customers, product promotion is one of the essentials. There are many channels to promote a product or service. Successful promotions strongly depends on believe and culture of mickle, style of living, income level, government policies and economical and industrial infrastructures. Some firms aim multiple methods, while new(prenominal)s may use different methods for various marketing purposes. Irrespective of the type of service or product, a strong root word of promotional strategies can help position the alliance in a favor adequate to(p) light with not but current customers but new ones as well.The following are top ten promotio nal strategies 1- Con raises, 2-Social Media, 3-Mail Order Marketing 4-Product Givea slipway, 5-Point-of-Sale Promotion and End-Cap Marketing, 6-Customer Referral Incentive Program, 7-Causes and Charity, 8-Branded Promotional Gifts, 9-Customer Appreciation Events, 10-After-Sale Customer Surveys (Carl Hose. 2014 Small businesses Retrieved December 2, 2014 from http//smallbusiness.chron.com/top-ten-promotional-strategies-10193.html) analyse the promotional strategies used by Toyota and Hyundai for a similar productToday almost all of carmakers go a lot of experiences and they set about access to modern and new technologies. So they can produce advanced quality and good design cars and in any case offer good services to customers, especially in US, thither is no way to sell any products with low quality and low customerservice. In expiration the best promotional strategies are those that involve culture, attitudes and beliefs of the people. The following are some examples of such strategies. Green environment Increasing public awareness about environmental protection, governments forced to implement hard regulation and criteria for locomote firms.Toyota published on its website1. Diversifying qualification sources Toyota is sprouting various new technologies from the perspective of energy saving and diversifying energy sources. Environment has been first and most important issue in priorities of Toyota and working toward creating a prosperous association and clean world. 2. Fuel cellular telephone By generating electricity from hydrogen, Toyotas fuel cell vehicles are not only environmentally friendly theyre also highly energy efficient. With such eco-friendly characteristics, Fuel Cell Vehicles are the next step toward achieving sustainable mobility. 3. Plug-In Hybrid Introducing the next step for eco-friendly cars a combination of the be engineering of current hybrids with home recharging. It has an increased electric range and produces lower emissi ons.4. Measuring environmental issues surrounding vehicles For more improvements in efficiency, Toyota proactively manages power train efficiency, reduces vehicle load, and controls energy management by integration of fuel-saving technologies such as charge control, idling stop, etc. 5. Various vehicles Along with our emphasis of conventional vehicles and hybrid vehicles as fundamental encumbrance technology while pursuing further advancement. 6. Alternative fuels Based on these core technologies, Toyota will develop next-generation vehicles utilizing alternative fuels such as gas fuel, electricity and hydrogen. (Retrieved December 2, 2014 from http//www.toyota-global.com/innovation/environmental _technology/) Hyundai published on its website1. Blue Drive Our Blue Drive technology gives you lower pollution and higher(prenominal) performance. Blue Drive is a philosophy that guides Hyundai in its effort to become the automotive leader in sustainability. Its helped focus our engineers and designers on creating barge vehicles, developing more efficient power trains and even inventing branded hybrid technologies.2. Plug-in and zero-emission In the future, Blue Drive will expand to include plug-in hybrid vehicles, zero-emission electric vehicles and fuel-cell vehicles that unfreeze entirely on hydrogen. Their only emission is water. 3. Electric hybrid Hyundai introduced the first electric hybrid with commove performance. Our engineers take invented the industrys most advanced hybrid vehicle. 4. New battery Unlike other hybrids on the market, ours uses a patented Lithium Polymer battery. It has 40% less(prenominal) volume its 25% lighter and 10% more efficient. The battery also has a longer life-span-it comes with a life-time warranty guarantee. So you can feel good about preserving the environment for the life of your vehicle. (Retrieved December 2, 2014 from https//www.hyundaiusa.com/new-thinking/environment.aspx) guideword An advertising slogan is usually a short tagline less than five words that tells potential customers the benefits they can expect when choosing your product or service, or establishes your company brand. (Kristen Hamlin, 2014 Retrieved December 2, 2014 from http//smallbusiness.chron.com/ importance-ad-slogans-31343.html) 1. Toyotas self-command slogans marketing efforts in North America have focused on emphasizing the positive experiences of ownership and vehicle quality. The ownership experience has been targeted in slogans such as You asked for it You got it (19751979) Oh, what a feeling (1979 September 1985, in the US) Who could ask for anything more? (September 1985 1989) I love what you do for me, Toyota (19891997) Everyday (19972001) Get the feeling (20012004) Moving Forward (20042012) and Lets Go Places (2012present).2. Hyundais Brand slogan NEW THINKING. NEW POSSIBILITIES. reflects the will of Hyundai Motor Company to realize new possibilities to benefit the world and its people by encouraging and dev eloping new thinking. All members of Hyundai have the brand slogan deeply engraved in their hearts as they move forward in their effort to provide new values and experiences desired by todays customers by means of modern ways that are unique to the brand, vexn by new thinking about customers and cars.( Retrieved December 3, 2014 from http// intercontinental .hyundai.com/WW/Corporate/Corporate Information/BrandSlogan/index.html) New Compact Vehicle Strategy According to the Ford India President, sign car sales are expected to double by 2018 from around one million units in2013.This surge in learn in expected to be fueled by rising disposable incomes in the second most populous country in the world, and also owing to the increasing demand for fuel-efficient smaller cars due to rising fuel prices.( Trefis Team ,2014. Retrieved December 3, 2014 from http//www.forbes.com/sites /greatspeculations/2014/06/13/tata-motors-looks-to-improve-passenger-car-sales-by-penetrating-the- bundle- segment/) 1. Toyota The automobile market in emerging markets is growing each year in tandem with the economic growth of each country. at heart those markets, there has been marked growth in the sales of compact vehicles, so Toyota is promoting a new compact vehicle dodge that emphasizes the compact vehicle lineup and seeks to under(a)stand the needs of consumers in emerging markets.2. Hyundai The randomness Korean car maker ranked seventh among mass-market brands in the this years U.S. Initial Quality instruct by J.D. Power and Associates, topping such brands as Toyota, Infiniti, Audi and Lincoln. Hyundais Accent compact and Elantra small car were named among the top three cars in their segments.(Hans Greimel, 2011. Retrieved December 2, 2014 from http//www.autonews.com/article /20101206/RETAIL03/ 312069982/hyundai-plans-new-brand-strategy) Financial Services Strategy Every year, millions of people around the world transition out of poverty in any number of waysby adopting ne w farming technologies, investing in new business opportunities, or finding new jobs, for example. efficacious tools for saving, sending, and borrowing money and mitigating monetary risks can help people weather setbacks and achieve greater financial stability over the long term. (Retrieved December 4, 2014 from http//www. gatesfoundation.org/What-We-Do/Global-Development/Financial-Services-for-the-Poor)1. Toyota Toyota Financial Services has constructed a global network that covers round 90% of the markets in which Toyota sells its vehicles. Mainly concentrated on auto loans, leases and Toyota dealer floor plan requirements, TFS provides auto sales financing to approximately 5.4 million customers. Thus effectively helping them in making their own cars more affordable to their potential consumers all around the world. Again being a strategy that helps them a stronger competitor in the market.2. Hyundai Through our service brands, Hyundai Motor Finance and Kia Motors Finance, we p rovide financial products tailored to meet the needs of Hyundaiand Kia dealerships nationwide, including dealer inventory and facility financing. And, through these dealerships, we provide indirect vehicle financing and leasing solutions to over 1 million retail customers. Our subsidiary, Hyundai Protection Plan, Inc. offers vehicle service contracts and other vehicle protection products under the Hyundai Protection Plan and Power Protect brands. (Retrieved December 2, 2014 from http//www. Hyundaicapital america.com/hca.aspx)Two uses for consumer-oriented promotions that could assist a company in both the short and long term for the carmaker companiesWhat are consumer-oriented sales promotions? There are two acmes of view 1- Retail Promotions brood of inducements offered by retailers to consumers includes retail coupons, price discounts, double coupons, special displays, features etc. 2- Consumer Promotions consist of inducements offered by manufacturers to consumers includes manu facturers premiums, bonus packs, coupons, samples, rebates, etc. There are some reasons for the importance of the sales promotion.First, the growth of retailer power in distribution channels has led to an excess in consumer promotions. Sometimes, manufacturers make special offers to consumers because a powerful retailer insisted that they do so. Another time, as a way of neutralizing retailer power by intensification the bonds of loyalty consumers may feel toward the brand. Either way, retailers frequently serve as the unprompted force behind consumer promotions.Second, the type of competition has converted significantly during recent years resulting in ever so greater consumer price sensitivity. The growing of brands and brand extensions, intensity segmented consumer markets, and lower brand loyalty have combined to make consumers much more aware of price given that many product categories are populated by several competitors.Third, price deals have become the rule rather than th e exception for many products. Rebates on certain brands of automobiles, department store sales, and coupons on many grocery items are only a few areas where consumers havegrown to expect price breaks. Indeed, the expectation is more than, when possible, many consumers will hold for promotional offers rather than buy with no deal.Fourth, advertising clutter has forced marketers to find new ways of getting consumer attention. Product benefits alone frequently prove insufficient to prompt consumer action much less get their attention. Thus, marketers increasingly look to sales promotion to find ways of breaking through to customers who governance a constant bombardment of promotional messages.Eventually increasing of consumer promotion can also be attributed to more pressure on marketing management for short-term results. Investors want to immediate bottom-line results rather than the long health or stability of the companies in which they invest. Sales promotions are tools to incr ease near term sales. further, as their use becomes more common, their make ups become regular and recurring and therefore potentially self-defeating. (Retrieved December 5, 2014 from www.udayton.edu//Consumer%2520Promotion.p) The strategic manner in which the leading car company has made its pricing decisions by using one or more of the four pricing objectivesThe four Ps of marketing is the combination of product, price, place (distribution), and promotion. Marketers develop strategies around these four areas in marketing to enhance branding, sales, and profitability. (Ross Gittell, 2014, Retrieved December 5, 2014 from http//catalog.flatworldknowledge.com/bookhub/reader/3157?e=gittell_1.0-ch06_s02)Price is the only revenue generating element amongst the 4ps, the rest being court centers. Pricing objectives or goals give the company vigilance to the whole pricing process and consider the following 1- Survival 2- Get competitive advantage 3- Financial, marketing, and strategic objectives of the company 4- Enhance image of the firm, product or brand 5- Hold price leadership 6- increment market share 7- Consumer price point and elasticity 8- Available resources 9- Catch target of return of coronationand sales 10- Prevent new entrants 11- Match competitors prices.Toyota gets credit for being the most known brand on the market however the Corolla comes up nowhere in the competitor charts in terms of price, model distinction, or performance (TrueTrends, 2012). Providing a competitive advantage for the Corolla requires differentiating the car in pricing, quality, service, innovation, brand, convenience, and anywhere else that makes it more desirable over its competition (McCrimmon, 2008).How Toyota as a leading company can offer lowest prices? i.e. $89 a month for lease The answer is by maintaining its lowest costs. Along with differentiation Toyota also uses low cost to try and gain a competitive advantage in the automotive industry. Toyota is (or was at the time) the low cost producer in the industry. Toyota achieves its cost leadership strategy by adopting lean production, careful choice and control of suppliers, efficient distribution, and low servicing costs from a quality product.(Michael E. Porter, 2013) This quote from Michael Porter sums up how Toyota achieves this low cost strategy. Through research, it is evident that Toyota is still the low cost leader in the automotive industry. social trends have moved away from an individualistic culturewhich identified social status and hierarchy ground on material possessionsto an environmentally aware society (Grewal & Levy, 2012). With consumers minds wrapped around things like fuel mileage, speckless emissions, and hybrid technology we find them moving further away from SUVs and trucks (Farooq, 2012). However, the 2013 Corolla is foreshadowed to be outshined by the Dodge Dart, as it loses some of its competitive edge in pricing and other award winning features (TrueTrends, 2012).By 2012 Toyota is grooming to have more than 20 models that use batteries to extend fuel economy just like their Prius (Krolicki). Although they have not been as aggressive in the electric car market recently, like their competitors, they are formulation to release a rechargeable version of their Prius by June 2012 (Krolicki). This re-chargeable version will position Toyota to attempt to take over as a low cost leader of hybrid technologieswithin the market, which supports Toyotas boilersuit strategy of low cost (Krolicki).Two actions that other car companies may take in hostelry to differentiate themselves and gain a competitive advantageHyundai rightly understood the consumer motivations to create magnetic products, price them strategically, position them neatly and keep making the magnetism more potent. Having understood the finer differences in consumer motivations, it opted for sharp arrow reasons-to-buy differentiation over the blanket-all approach taken by most of the other players. It is an aggressive marketer. It focuses on strong point and low price products. Hyundai has also started premium products range to capture the growing market. (Anshuman goyal, pricing strategy of Hyundai, 2007 Retrieved December 9, 2014 from www.hyundai.com)The segments are based on type of customer like age group, attitude, end use of product, demographic behavior and purchasing power, status of the people of the region. Each competitor has its own strong point and value and position there product so as to attract maximum number of customers. (Kottler, Keller, Jha, Koshy, 2007, Marketing Management)Hyundai brand continues to dominate the market for premium cars, despite increasing competition. The firm should first consider the competitors price. If the company i.e. Hyundai contains features not offered by the nearest competitor, it should evaluate their worth to the customer and that value to the competitor price. Competitors are more likely to react when there is high competition. In case of Hyundai, many products are there such as Sonata, Santro, Hyundai i10, Accent etc. Hyundai continues to provide stiff competition to Honda in all the segments and poses an even big threat to expansion plans of Hyundai. (Anshuman goyal, pricing strategy of Hyundai, 2007 Retrieved December 9, 2014 from www.honda.com) Two examples of the most effective advertising medium for a Car companyThe TV advertising have been having the largest audiences in all ages, but car buyers are specific ages who have not enough time to watching TV evenless than one hour per day, because they are too busy in today competitive era. Instead the meshing via smart phones and computers is like a ghost became as a inseparable part of their life, at any time more than 15 hours a day, and even when they are eating, showering, walking, sporting, biking, swimming, and in any place even in high mountains and deep forests, roads and villagesAnother reason for effectiveness of internet rather than TV is new intelligence algorithms via data mining analyze the behavior of customers and put proper Ads to the web pages think to the target customers with very lower advertising costs. As a most important subject which advertisers should also pay attention to it is cultural differences, they have to be careful since cultures vary in different countries, they moldiness understand the local audience culture before releasing new commercials, in order to reverse any misunderstanding.Another internet related way for advertising can be the online promotional games, such as Toyotas use of MSN commercial games to promote its products, for instance. There are two interactive content focusing on entertainment fun activities and downloads. Both of them were found in about one thirdly of the 100 web sites, respectively. Fun activities were also utilized to promote the brand in the sites and they are not related to scores or performance.Activities for fun included virtual test drive (w ww.gmc.com), virtual go under tour (www.cocacola .com), virtual auto show (www.lexus.com), e-cards (www.saturn.com), a coloring sheet (www.wendys.com), a virtual unclothe beauty analysis (www.neutrogena.com), and so forth. Downloads promoting and affiliated with the companys brand were also analyzed. Desktop images such as wallpaper and icons were the most offered downloads, followed by music (Seounmi Youn, 2001, Retrieved December 9, 2014 from http//list.msu.edu/cgi-bin/wa?A3=ind0209c&L=AEJMC&E =0&P=3326464&B=_&T=text%2Fplain%20charset=us-ascii)For the carmakers, another impressive promotion method is complete test ride. The buyers are very keen to getting experience to drive with a brand new car and having the opportunity to really feel its advantages and disadvantages. For encouraging the customers to more participating in test drive activities, offering some gifts can eer increase the interest andwillingness of then. Getting the best result always does not correspond with the cost of the advertising. So carmakers should choose their advertising media in accordance with today era. However as always, inviting stars to speak for different models with different appeals will have so effectiveness to increasing the public awareness.ConclusionSome observers suspect that Hyundais recent successes may be anomalies, abetted by the difficulties that the companys U.S. and Japanese competitors faced after the global economic crisis, the rise in the yens value, Toyotas wave of recalls, and the 2011 earthquake and tsunami in Japan and Fukushima nuclear disaster. Others say that the companys highly defend home market has enabled its growth, allowing Hyundai to establish a global presence while its domestic competitors restrict themselves to tiny slivers of the Korean market.But the single factor that has made the most difference is the companys own interest in building world-class capabilities. Starting in 1998, Hyundais leaders set out to develop the kind of prowess the company would need to become a global automobile powerhouse, able to hold its own in the United States and other fiercely competitive markets. Early on, that meant offering a comprehensive warranty and taking specific steps to dramatically improve its quality ratings. Once customers were convinced of the brands reliability, Hyundai added other capabilities, such as design, which led to a more diversified product line and more stylish features. Meanwhile, it developed a knack for getting the word out through clever, consistent marketing.The result is a coherent mix of quality improvement, design, and marketing that gives Hyundai a clear advantage over its industry competitors. Although these are required capabilities at all automakers, Hyundai has excelled at combining them over the bygone decade, and its sales numbers reflect this success. The companys effort to become a world-class automaker is beginning to pay off, and its far enough along that its story can be likely told. (Source Strategy & Business. February 26, 2013. Retrieved December 2, 2014from http//www.strategy-business.com/article/00162?pg=all)ReferencesAnshuman goyal, pricing strategy of Hyundai, 2007 www.honda.comAnshuman goyal, pricing strategy of Hyundai, 2007 www.hyundai.comCarl Hose. 2014 Small businesses http//smallbusiness.chron.com/top-ten-promotional-strategies-10193.htmlHans Greimel, 2011. http//www.autonews.com/article /20101206/RETAIL03/ 312069982/hyundai-plans-new-brand-strategyKottler, Keller, Jha, Koshy, 2007, Marketing ManagementKristen Hamlin, 2014 http//smallbusiness.chron.com/ importance-ad-slogans-31343.htmlhttp//www. gatesfoundation.org/What-We-Do/Global-Development/Financial-Services-for-the-PoorRoss Gittell, 2014, http//catalog.flatworldknowledge.com/bookhub/reader/3157?e=gittell_1.0-ch06_s02Trefis Team, 2014. http//www.forbes.com/sites /greatspeculations/2014/06/13/tata-motors-looks-to-improve-passenger-car-sales-by-penetrating-the-compact-segment/Seounmi Youn, 2001, http//list.msu.edu/cgi-bin/wa?A3=ind0209c&L=AEJMC&E =0&P=3326464&B=_&T=text%2Fplain%20charset=us-asciiStrategy & Business. February 26, 2013. http//www.strategy-business.com/article/00162?pg=all