The paper "Review of Corolla 2014 Model" is a perfect example of a marketing case study. This report reviews the Corolla 2014 model, the 12th generation of the Corolla motor vehicles brand advertisement and marketing campaign. The report reviews the basic fundamentals of the campaign based on its target market, need recognition strategies, motivation approaches, personalities as well as the lifestyle and self-concept advertisement elements. Finally, the report offers a critical review of the campaign offering appropriate adoption recommendations for market influence enhancement. In its analysis, the report establishes that the Corolla campaign targets the career young generation that seeks status and social recognition as well as the existing ageing population seeking increased aesthetics at retained quality levels of the Corolla vehicle brand.
In addition, the study establishes that the campaign adopts the experimental and rational approaches to initiate need recognition among the target consumer base. Further, it reveals that the campaign relies on the value and Maslow’ s hierarchy of need theories to influence the consumers into purchasing. Further analysis of the application of consumer personalities, lifestyle and self-concept establish that the campaign relies on the Asian Americans young generation personality of seeking societal recognition as well as the old generation inflexibility to changes.
Finally, the report establishes that the campaign faces a challenge in its Asian American culture reliance that segregates against other cultures such as the European culture. Consequently, it recommends that the campaign adopts localized regional advertisement approaches. 1.0 Introduction 1.1 The Corolla 2014 Model Campaign The Global market faces increased marketing needs as the market grows increasingly competitive (Eboreime & Adedoyin, 2013). One such approach is the campaign trail adopted by the Corolla 2014 model.
The model is the 12th generation model on the brand since its launch five decades ago. The campaign seeks to market the brand expected to hit the market in the fall of 2014. In its campaign design, the Corolla 2014 model seeks to increase its overall market influence through the adoption of modern marketing tools and approaches in the industry. The global motor vehicle industry faces increased market competition. In this case, competing vehicle brands and organizations such as Toyota, Ford and General Motors’ have increasingly sought to establish a market control through the development of superior and market-oriented products.
This has necessitated the development of the 12th generation Corolla 2104 model. Consequently, the brand sought to establish an increased sensitization campaign to create market awareness in the industry. An awareness campaign increases the overall industry penetration success potential. Through such an approach, a brand enhances its launch process in the market through a rolling launch process. Such an awareness campaign as the one adopted by the Corolla 2014 brand is a strategic launch process through which the brand enhances an easy market penetration upon product introduction into the market.
Examples of the campaign images are illustrated below (“ Media Post” , 2014) 1.2 Media Used The Corolla brand is an international brand enjoying an increased consumer base across the globe. As such, the brand adopts international mechanisms in its marketing strategies and approaches. In this regard, the international consumer base demands the utilization of international media in brand marketing strategies. One of the avenues through which the Corolla 2014 model campaign is based on the internet. The brand uses the social media platform to advertise its products.
Castronovo and Huang (2012) argued that the social media advertising platform increases the overall market success rates in the industry through increased market coverage rates. As such, the brand has introduced social media accounts on both the Facebook and Twitter platforms. Additionally, the brand utilizes internet websites through subscription advertisements where it pays up for the advertisement posts and videos on the media. Additionally, the brand campaign adopts international media such as the BBC and the CNN media organizations to air its advertisement videos.
The adoption of these international media and marketing platforms increase the overall brand marketing success rates.
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