Promotion Strategy Essay

757 Words Aug 14th, 2010 4 Pages
Promotion strategy
Promotion is to attract customers to purchase, and it involves communicating information between distribution channels. Promotion Objectives
There are three promotion objectives which are inform, persuade and remind (MKT303 Lecture notes, Sem.3, 2008, P.14-9). Since there are existing competitors to produce safety cars, Toyota should use persuade objective to show customer Prius is better than other brands cars. Factors that affecting Promotion Mix • Nature of market
Toyota is an international company that their promotion will be all around the world. In Australia Toyota should choose the capital city such as Sydney and Melbourne. Those city have more customer to purchase our product. • Nature of
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• Setting Budgets
To have a suitable budget is important for a company to develop more efficiently. Toyota should use the task method to set budget. The budget will depend on the activities and operation performance (MKT303 Lecture notes, Sem.3, 2008, P.14-23). The advance for Toyota is that they can distribute their money more efficiently to ensure all resource allocated into right place. Promotion Mix Decisions • Sales Promotion
Sales promotion is to stimulate customer interest trial and purchase. Sales promotion offer intermediaries for promotion allowance and discount. Toyota has a very good reputation that people would like to try their cars. The sales promotion will do further encourage to customer to purchase their cars. It also encourage the intermediaries to promote their cars. Toyota company should show the advantages of Prius to customer that compare to other competitors. • Advertising
Advertising can introduce new product to the market or remind customers the product (MKT303 Lecture notes, Sem.3, 2008, P.15-5). Toyota should use product advertising for Prius because of Toyota is a well known brand and has its reputation. The advertisement for Toyota can build the selective demand of customers in compare to the other cars. They use magazine TV and internet ads to remind their target customer which is