Lexus Brand Management

3784 WordsAug 30, 201016 Pages
Brand Management Part 1 Lecturer: Francesco P. Veneziano Submitted by: Neyn 002FM005 11th June, 2008 Page 1 Contents Introduction Executive Summary The Company History Milestones Locations over the world Page 3 Page 6 Page 9 Page 9 Page 13 Page 17 Actual Marketing Marketing mix (4ps) SWOT, PEST analysis of the company Brand Strategy Doctrine Page 18 Page 18 Page 28 Page 36 Financial (3 years) Balance Sheet (2005 / 2006 / 2007) Income Statement (2005 / 2006 / 2007) Cash Flow Sheet (2005 / 2006 / 2007) Page 39 Page 39 Page 41 Page 42 Ratio Analysis Page 43 Page 2 Introduction Why I am doing this project? As a student who is learning fashion marketing and management, the most important thing…show more content…
We can see the media advertising including the traditional like TV advertising, magazines, but also using Internet. The newest advertising is showing on the internet firstly. A simple advertising became a network series filming short movies. There were more than 100 million visitors to watch it. It names “Employment”. We also can watch it in China. There are three steps advertising strategy for their Chinese market. 1. Asian advertising network - to enhance the Lexus brand image and establish its superiority in the local credibility and status to support the Lexus brand advertising network 2. The national image building activities - in various localities to enhance image building brand awareness, further to win short-term interests, and to support the aspirations of the brand message 3. Appropriate local marketing strategic advertising- stimulate sales, guide and support product positioning. Promotional activities –Test driving activity Lexus China's five cities large roving test driving for Lexus activities hold in Beijing in 2007 June. For the five Lexus test drive included auto cars, convertible cars and sport utility vehicles. This is the first time in China Lexus organizing large-scale testing activities. It
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