Case study: Lexus and partners Andrews Alridge, the launch of the Lexus LS 460

Ivan D.

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Case study: Lexus and partners Andrews Alridge, the launch of the Lexus LS 460

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Lecture
Résumé
Sommaire
Extraits

Résumé du document

Sakichi Toyoda became famous as the inventor of the automatic loom such as a non-stop shuttle change type Toyoda automatic loom. Following in his fathers footsteps, Kiichiro Toyoda devoted his life into the manufacturing of cars. He founded, in 1984, the Toyota motor corporation. Toyota is a Japanese family brand. Its head office is located in Toyota and Bunkyō Tōkyō. The main production plant is located in Japan, even though there are several other production centers all over the world. Toyota has 299 394 employees (in 2006) and has an annual turnover of 216 US$ billions. The most direct competitors of Toyota are Honda, Subaru, Suzuki, Nissan, Mazda and Mitsubishi Motors. One of the key factors in the success of Toyota is their production system and linking concepts such as the famous "Toyotisme" or "just in time". In 2007, Toyota produced 2.348.000 cars and became the first world manufacturer by dethroning General motor, which had been number one for the past seventy-two years. It created its luxury brand Lexus to directly compete with German luxury car manufacturers BMW and Mercedes.

Sommaire

Introduction.
Marketing objectives and strategy.
1. Situation analysis of Lexus Brand.
2. Objectives.
3. Lexus LS 460's target market.
4. Proposition to the target audience.
Communications plan.
1. Choice of the media and reasons.
2. Estimated results and response management.
3. Summation.
4. Fulfillment and response management.
5. Communication schedule explication.
6. Testing.
7. Content of the database.
8. Information.
9. Data protection.
10. Which dealership?
11. Picture of the prospect.
Creative approach.
1. How to communicate features and benefits of the LS460.
2. product.
3. Creative positioning.
4. Study of the creative approach.
5. Full description.
Budgeting and measurement.
1. Total budget.
2. Measurement of success.
References.

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Extraits

[...] This is not included the cost for phoning, and emailing is from the Lexus Centre (Gay R.). Promote the LS 460 on a golf event which is already prepared by a sponsor of the Golf. It can be consideration like a testing period. Total of budget[20] Details of Production budget (max 350 000$) Invitation Both the Invitation Cards and Letter Sending which we use is the A4 paper with 50,100 pieces. Base on the price list table, the red marked is available for our budget on the Invitation Cards. [...]

[...] Pessimistic approach, an optimistic approach with the data provided in the case and external sources. The average result will be considered in the final answer. We will assume the response rates provided in the case for most of them, and then apply a filter with data percentages provided by the Lexus survey.[9] Pessimistic approach Response rate of Email is (Lisa Chittenden and Ruth Rettie, 2003). Response rate of Insert is Response rate of Direct Mail is 5%. Response rates of people who are interested in meeting a salesperson are 29% for Lexus customers and 17%for prospects. [...]

[...] It is very important to keep in touch with the customer because the LS 460 will only be available in 2007. Third last weeks of July, sending an email to come to test the LS 460 will be send to persons, always by using Sphinx program. It will be quasi the same content as the customer email content but giving more details about the LS 460 and also emphasize strength of the LS 460 from the competitors. A waiting time period is coming after sending email at both prospect and customer in order to collect or making up information. [...]

[...] Lexus Division Burneo Motors(S) Pte Ltd 33 Leng Kee Road Singapore 159102 Appendix 1 Appendix 2 : Appendix 3 : Appendix 7 : Appendix 8 : Appendix 3 & 7 Appendix 3 Appendices : Appendix 8 : Appendix 3 : Appendix 7 : Appendix 8 : Appendix 8 : Appendix 8 : Appendix 8 : Appendices : Appendix 6 : Appendix 7 : Appendix 5 : Appendix 4 : References/ Contact : References / Contact LEXUS SURVEY Republic of Singapore Yacht Club 52 West Coast Ferry Road Singapore 126887 what are our general income / year? * CJOJ[23]QJ[24]^J[25]aJmH sH .húSChš†5?>* CJOJ[26]QJ[27]^J[28]a would like to invite you to discover this new revolutionary step it represents in the luxury automobile world. Please feel free to contact your closest Lexus Dealer in order to arrange an appointment according to your availability, to make a test-driver. Don't miss the opportunity to meet “another idea of Luxury” without any engagement. We join to this letter a preview of the Lexus LS 460. [...]

[...] This is a way to decline the consumer buyer power in the automobile industry of Singapore. Economic Overall, the Singapore economy and society have made tremendous progress. The philosophies are free market system and outward orientation. The economic development has placed as an investment-driven economic, and the foreign investment are continue to drive economic growth. The growing economic stimulates net income increase and result in car demand increase as well. More and more people can afford luxury cars. General economic information of Singapore Social According to the market survey, most the Singaporean is prefer to buy the Japanese products, especially the automobile. [...]

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