After a full morning of pre-planned tic for tact happenings, the husband thinks he has won as he drives away from the explosion of his home in a new Toyota, SUV.
Unaware of his wife’s escape, leaving along with him from the roof of the SLJV, they both head to work looking exactly like the morning they have both just had (Funny Toyota RAV4, 2013). The RAV4, Toyota’s smaller sized SUV was first introduced into the SUV market in the 1990’s (Edmunds, 2014, par l). AS of 201 3, the fourth generation RAV4 is bolder with more features and still maintains its versatility, fuel-efficiency and favorability (2014).
This fourth generation RAV4 maintains ts “strengths Of carlike manners, versatile cargo and passenger configurations and all-around comfort” (2014) while having gained better features such as “bolder styling, a more modern interior… an easier-to-use, top-hinged lift gate” (2014) and a plethora of other features (2014). The latest model of the RAV4 is practically the same size as the previous generation(s), although the third-row seating had been discontinued for the current, fourth generation.
The RAV4 is just one of many models designed and produced by Toyota, one of the leading corporations in the automotive industry since 1 937 (Nkomo, 2012, p. 1). Toyota Motor Corporation is a company that manufactures, designs, sale and assembly passenger cars, minivans, commercial vehicles and their related parts and accessories (Nkomo, 201 2, p. 1). This corporation is head quartered in Japan, but also produces these items in countries such as North America, Europe and Asia (2012).
Because Toyota competes in the automotive industry, the previous five years up until 2013 had been pretty rough for the manufacturers (2012). Very high gas prices and prevalent environmental concerns had caused people to turn their attention to more fuel-efficient cars and away from gas-guzzlers due to the recession in he beginning of these five years (Nkomo, 201 2, p. 1). Though the U.
S. economy and Western nations were going through a recession and revenues fell, BRIC (Brazil, Russia, India and China) countries Were growing and supported production (2012).The rising income in the BRIC countries had a direct impact on the increased demand for motor vehicles, which persuaded the Western “automakers” (2012) to move some of their production facilities to BRIC in order to break into these markets and gain profits at a low-cost (2012). Following this change, it has been forecasted that emerging conomies will continue growing, Western nations will recover and industry revenue will grow annually at 2. 5 percent (2012), totaling 2. 6 trillion dollars According to the Analysis of (2012) up until 2018 (Nkomo, 2012, p.
1).Toyota Motor Corporation written by Thembani Nkomo (2012), “the core competence of Toyota Motor Corporation is its ability to produce automobiles Of great quality at the best prices, thereby providing a value for money to the customers (p. 3). Quality would be the key word here because it is an “attribute” (2012) to Toyota’s innovative products which had “revolutionized” 2012) the automotive industry and caused other corporations to try and better the quality of their products (p. 3). Toyota’s distinctive competence stems from its “Toyota Production System” (2012) which is based on the concept of “Lean Manufacturing” (2012).
This Lean Manufacturing Concept involves Toyota’s innovative practices that contribute to its core competence allowing the corporation to achieve a competitive advantage that has enabled it to become a market leader and sustain its brand name (Nkomo, 201 2, p. 3). One of Toyota’s largest strengths is the fact that it has a “portfolio of strong rands” (2012) in this industry, and although the automotive industry itself is in the mature stage of the industry life cycle, Toyota’s RAV4 is not.According to Schweinsberg (2014), an information center about the global auto industry, Toyota’s RAV4 landed second place as the best-selling Toyota trailing behind the Camry Sedan, but has outsold the Corolla for the first time in August of 2014 (par 4). Toyota sold 35,614 RAV4s (Schweinsberg, 2014, par 1) in the month of September, which was 9,000 units (2014) up from July and recorded as the “largest monthly tally ever for the CUV (crossover utility ehicle) (par 1 The RAV4 has helped set a new record for Toyota at 246,100 sales (par 1) in August 2014, beating the previously set record that was recorded in August of 2006 (par 1).August has been the “best August month” (par 19) for the U.
S. auto industry in eleven years and the “strongest fourth quarter production schedule in seven years” for Toyota (par 21 Based on the drastic increase of sales and newly set records discussed about the fourth generation RAV4, this product would be in the growth stage of its product life cycle. Product life cycle refers to four stages of a product, each of hich has different characteristics to visually explain the nature of the product.Those four stages consist of introduction, launching a new product; growth, benefits or increased sales and profits; maturity, establishment or maintaining; and lastly decline, shrinking market… basically meaning everyone who would purchase the product has already done so.
The RAV4 first entered the market in 1996 (Edmunds, 2014, par 1). Almost two decades later it has broken records and drastically increased the sales of Toyota Motor Corporation. RAV4, a car to make your own, is the tagline for the previously escribed advertisement. And from the looks of its sales, this advertisement explains it all.
The interest generated by this visual shows that although the new and improved RAV4 is family-friendly, from the different frames shown in the visual, it is also a vehicle that consumers would want for themselves. The shiny, new look of the SUV and the new and improved black interior placed an image in the consumers mind to convince them that this was the vehicle to purchase. Consumers desire this product because not only does it offer a plethora of other extravagant features or have a more bold nd better look, but because it is offered in three different levels: LE, XLE and limited trim levels, has a 2. -liter four-cylinder that gives 176 horsepower, 1 72 pound-feet of torque, touch screen interface, review camera, bigger wheels, keyless ignition and is as fuel-efficient as its competitors averaging 26 miles per gallon (Edmunds, 2014, par 3).
The advertisement itself does not include a unique selling proposition, though its logo and tagline are noticeably placed at the end of the advertisement. The appeal this ad is trying to convey to its viewers is an emotional appeal. An emotional appeal seeks to satisfy consumers’ emotional desires rather than their utilitarian needs” (Grewal & ewy, 201 5, p. 02). Not in a way that may seem gloomy, but in a way that creates a “bond between the consumer and the brand” (2015). Throughout the advertisement the couple is fighting for the pleasure of having the RAV4 for themselves because the vehicle gives them a sense of happiness, comfort, safety or maybe even love. Generally, advertisements aimed to consumers are usually through the pull strategy (201 5), designed to get consumers to pull the product into the supply chain by demanding it, but for this particular d the push strategy (2015), seems to be the objective.
A push strategy is designed to increase demand by motivating sellers to highlight the product, rather than the products of competitors, and thereby push the product onto the consumer. The ad continuously showed different clips and different angles of the RAV4 in the advertisement without featuring products of other competitors. The ad focused on the Toyota RAV4 only, and persuaded its consumers by having a couple fight over this particular vehicle. Although the vehicle is “family-friendly” (Edmunds, 2014, par 2) the advertisement showed o families.This particular televised ad was targeted to men and women, middle-class (although middle class is somewhat difficult to determine) ages twenty-eight to forty who may want a nice, small sized SUV for themselves.
Obviously by televising this ad, Toyota planned to reach a wide segment of viewers and incorporate sound and video, but due to the ad being banned in 201 3 from television, the only way an audience can view it is through the internet. YouTube is not the only place to view this advertisement, by simply googling the Toyota RAV4 this ad is very likely to pop up on many different ites.This advertisement may not be able to reach a large crowd, but being able to target a specific crowd may be better beneficial. What are the odds of a twenty-eight year old woman seeing a Toyota ad on a cooking channel as opposed to searching the internet and having no choice but to sit through advertisements? This televised/online ad was designed to bring awareness of the new product to consumers, provoke interest and instill desire then ultimately convince one to purchase the vehicle. The persuasive advertising that was used will “motivate consumers to take action” (Grewal & Levy, 201 5, p. 98) and because this product is in its growth stage of the product life cycle, this is usually when persuasive advertising takes place.
Informative would not be the case considering there were no words, nor facts being stated in the advertisement, only a snippet of a scene with music in the background. Lastly, because Toyota is a competitor in the automotive industry, generating demand for the entire industry would not be helpful, so instead, selective demand advertising, which generates profit for a specific brand, firm or item, would be the only way for a new and improved RAV4 ade by the automotive industry leader, Toyota.