Lexus Promotional Plan
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Lexus RX 400h Promotional Plan
Introduction:
In 1983 Toyota decided it was time to produce a luxury vehicle to compete with the worlds best. Toyota made automotive history in 1989 when the first Lexus was unveiled. Now 16 years later the rx400h hybrid is here to do it again by being the worlds first luxury hybrid SUV on the market. Performance orientated, the Lexus hybrid delivers advanced hybrid technology along with increased power and outstanding fuel efficiency. Advertising will play the biggest role in the overall promotion following by public relations, personal selling and sales promotion. The Lexus name is very well established in the world. With that being said, the promotional plan will focus more on the hybrid technology aspect of the rx400h and opening potential buyers eyes to the availability of this innovative vehicle. Not only will it capture the hearts of people wanting to save gas and the environment, but also performance driven individuals since it is the highest-powered SUV in its class. This SUV appeals to many and advertising it will be the most challenging effort in the overall promotion.
Advertising (50%):
Lexus has always set the standard high when it comes to advertising. Its advertisements emphasis high quality, prestige and luxury. The new rx400h is certainly no exception. Advertising will play a huge role in promoting Lexuss new SUV. Advertising will stretch across various media segments. The most popular being television commercials and printed advertisements. Television will provide the best way to reach out to target consumers. Commercials for the new rx400h could be strategically placed during certain time slots and on certain channels to reach future consumers. With middle-aged women in mind advertising during daytime soap operas and during primetime would be a great way to catch their attention. Even introducing the SUV into certain TV shows like desperate house wives. As well as advertising on women oriented networks such as lifetime, soap net and WE. Being that our soccer mom potential buyers are always on the go, advertising on billboards along major highways might grab their attention while they are on their daily commutes. Advertising is several magazines such as Cosmopolitan, Working Mother, Womans day, Vogue and Vanity Fair are some of the highest read among women and would be ideal. We also need to consider the working nature of these women. Advertising in magazines such as Fortune, business week, and trump world might grab the businesswomans attention. Advertising should play the biggest role in promoting this SUV. Everything from creative television ad campaigns to print advertisements that will effectively reach our consumer needs to be fully utilized in order to successfully market the 400h
Public relations (25%):
Having a good public image is very important in gaining consumer interests. Good publicity is good for the companys reputation. People want to deal with those whom they can trust. Toyota set a standard in luxury when they first introduced the Lexus brand to the automotive market. Targeting our market by strategically placing press releases in certain newspapers will catch potential customers eyes. Press releases can be issued in such newspapers as The New York Times, USA Today as well as local papers such as the post dispatch. This will give the public a chance to ask questions about anything in regards to the new rx400h. Lexus is very responsive when it comes to answering questions and handling rumors. When dealing with any questions regarding the new rx400h things should be confronted in the same fashion. Lexus has been known to get somewhat defensive, but only because it feels strongly about upholding its image of quality and luxury. Public relations would fall in second place in regards to its priority based plan of action of promotion. Lexus already sponsors many big events such as The U.S Open. Lexus could sponsor some events that appeal more towards women. Also with it being the first hybrid vehicle the company has introduced Lexus could sponsor local environmental organizations such as the gateway clean air program, the Saint Louis earth day festival, earth share of Missouri, as well as other national events and organizations. It would provide good publicity for Lexus in showing that they truly do care about helping the environment.
Personal selling (10%):
Personal selling is going to be the least important aspect of the promotional plan. The Lexus name is very well established to the point where it does not need help selling itself.