The paper "Toyota’ s Green Marketing Practices" is a good example of a marketing case study. Toyota Company is one of the leading vehicle manufacturers worldwide. It has enhanced its production and marketing methodologies by adopting and implementing green marketing. The paper has identified and analysed one of the main green products developed by Toyota. This objective has been achieved by conducting a literature review on journal articles. Therefore, the first section of the paper contains an introduction to Toyota’ s green marketing practices, the definition of terms and introduction to the entire project.
The second section contains a literature review from journal articles with the aim of analyzing Toyota’ s green product; Toyota Prius. The third part discusses personal unobtrusive observations as identified in the literature review. The aim of this section is to enable the reader to acquire personal opinion on the green marketing product under analyses. The fourth part of the paper analyses the implications for green marketing practices. Under this section, the paper identifies green marketing practices in place. Afterwards, it discusses the implications and challenges that green marketing practices are facing.
The last section of the paper has recommended steps that companies should adopt in order to ensure that green marketing practices are widely accepted and implemented. The paper has also formed conclusions, personal reflection and observation notes. Introduction Green awareness has enabled people to become more alert to issues pertaining to environmental goods and services. Green marketing refers to product modification and changes to packaging or production processes. It also entails modified advertising. This project will identify, analyse and discuss the application of green marketing strategies in production, distribution, promotion, packaging and marketing of Toyota’ s products.
This will be done in a manner that is responsive or sensitive to the environment. By so doing, the company stands to benefit from a green corporate image. Corporate image refers to perceptions that an organization creates with its customers through its goods and services and branding. The aim of this paper is to identify how Toyota Motor Corporation has enhanced its corporate image by implementing green marketing strategies. Most specifically, the research will conduct a literature review on the company’ s green products such as Toyota Prius (Newell, 2012).
These are environmentally friendly products which apply green marketing through fuel efficiency. The paper will also discuss any unobtrusive issues observed in the context of the topic and the literature. Green marketing implications will be discussed and recommendations and conclusions will be made. The appendices sections will contain observation notes and personal reflection. Literature Review Every generation is now coming up with environmentally friendly behaviours and sustainable values. Such activities range from the use of recycling bins, to use of compact fluorescent lamps (CFL). As of 2010, the U. S had started phasing-out incandescent bulbs.
Businesses have also discovered the eco opportunity for modernization that boosts the high level of revenues. This is due to the different precautions and marketing methodologies that green marketing uses. Companies such as Toyota are coming up with new greener technologies and designs. Such innovations are capturing consumer attention and setting up a competitive advantage. Toyota Prius, a model that comes in the form of trucks and SUVs is one of the green products launched by Toyota Company. It has become one of the most thriving green products in the United States.
The new brand has hybrid-engine capabilities which create fuel-efficiency. This capability enables the car to travel for many miles at high speeds. It also enables the car to have smooth rides because it does not idle at stoplights. It also meets the tastes of European and American consumers because it contains features of a sedan and it has attractive styling. Toyota’ s customers in both Europe and America have been complaining that Toyota brands lack in style as compared to other brands. This was the motivation behind the production of a classic Toyota Prius.
Additionally, the car can drive for an unlimited duration of time and for many miles without the need for refuelling. This is as opposed to the ordinary models which may require a 12-hour recharge. The vehicle’ s dashboard has extraordinary features. For instance, it has a screen which enables the driver to tell which one of the two engines is being used (Farfan, 2013). It also tells the level of fuel efficiency the car has at a given moment. This capability enables drivers to beat their preceding driving record.
The new model’ s level of fuel efficiency offers its economical efficiency given that energy prices keep on rising. it also acquires Public Relationships which attracts it to environmentally friendly celebrities. For instance, during the 2006 Academy Awards, Ed Begley Jr. , the founder of Hollywood green is known to have made entrance down the green carpet from his Toyota Prius (Ottman, 2011).
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Newell, G. (2012). How Emotional Marketing Turned the Toyota Prius into a Social Revolution. Retrieved from http://602communications.com/2011/08/how-emotional-marketing-turned-the-toyota-prius-into-a-social-revolution/
Ottman, J.A. (2011). The New Rules of Green Marketing: Strategies, Tools and inspiration for Sustainable Branding. Greenleaf publishing, 1(1), 1-242.