Analysis of the advertising campaign of the new Toyota Picnic

Acepublisher a.

Order the writing of a tailor-made Business strategy Case study

Free quote online

Case study Format .doc

Analysis of the advertising campaign of the new Toyota Picnic

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

Technology, progress, innovation, etc. are terms that gained momentum from the late twentieth century onwards. These terms were adopted by advertising agencies in their advertising campaigns every other day. The advertisement of the new Picnic vehicle launched by Toyota is a classic example of this trend. The Japanese automaker opened a manufacturing facility in France in 1999; Toyota's current project in France involves promoting its new Picnic model that can comfortably carry 6 or 7 passengers.

This is an innovative model and its technology is phenomenal. Toyota is not only trying to market its brand name through this vehicle, but is also trying to make its presence felt in the French market, where competition is fierce. It wants to encourage people to purchase this new vehicle and hence highlights the innovation aspect of the product in all its advertisements.

The slogan of Toyota, 'Drive Your Dreams', emphasizes innovation and progress, and the same aspects can be perceived in this new car. This car not only meets people's expectations, but their dreams as well. It is high-end equipment with power windows, mirrors and numerous other advanced technological features. The Toyota advertisement targets families of current customers, future clients and new junkies, who seek the latest technology or innovation.

The entire advertising campaign sounds exciting, but achieving success in the French market definitely promises to be a feat. Our study will focus on: How will Toyota achieve its two objectives of being cognitive and conative while the competition is fierce? How will Toyota impose itself as a leading brand name in the French automobile market?

Tags: Toyota Picnic, Toyota's expansion strategy in France, French automobile market

Introduction
Explanation, in general, the performance of L'Oreal
The value chain
1. Support Activities
2. Main activities
The Porter's five forces
1. The bargaining power of suppliers
2. The bargaining power of customers and distributors
3. The rivalry between existing competitors
4. The threat of new entrants
5. The threat of substitute products
The key success factors
1. SBU: Consumer Products
2. SBU: Professional Products
3. SBU: Luxury
The competitive position
SWOT model
1. Diagnosis of internal strengths and weaknesses of L'Oreal
2. Analysis of opportunities and threats affecting the company
3. Deepening of the external diagnosis according to the 5 forces of Porter
4. The main strengths, weaknesses, opportunities and threats
5. SWOT grid proposals
The Human Resources Department at L'Oreal Description of the organization of the HR function The key points of the HR policy for L'Oreal:
1. Recruitment
2. Training
Strategy, culture and fashion animated men
Strategies
1. A differentiation strategy
2. A vertical integration strategy
3. A diversification strategy
The structure
1. The operational center
2. The strategic apex
3. The strategic Technostructure
4. Logistics support functions
Corporate culture
1. Different sources of cultures
2. Culture in the service of the company
3. Ethics, Values and Principles
4. Managing Diversity at L'Oréal
The animation of men
1. The authority
2. Influence of the orientation leaders
3. L'Oréal and adhocracy
4. Background
5. Description of features of the structure adhocratic found for L'Oreal
Study of the Management Development Center
Strengths and weaknesses of the MDC Latin America
Recommendations
Conclusion

Get this table of contents for free after login.

Extract

[...] The car looks far ahead, it projects long term and of course, takes us on this perspective (investing in a vehicle that is well worth it). We advance straight ahead towards the evolution of technology innovation. The calm that emerges from advertising (while school is generally a noisy), the green lawn, flowers, the freshness of the morning, the beautiful blue sky highlights an ecological aspect. The image of the vehicle is that it does not pollute instead it respects the environment. So far, the environment could hardly be taken into account when making vehicle. [...]

[...] Analysis of advertising: the Toyota Picnic Introduction Technology, progress, innovation carriers are terms from the late twentieth century. They continue to be enhanced by advertising, as can be seen through that of Toyota, Japanese automaker, which opened its first factory in France in 1999.Toyota is trying to promote its vehicle that can carry 6 or 7 people comfortably, this is an innovative model and a wealth of technology. It tries not only to know the brand through this vehicle, competition in this market in France is strong, but also make people want to push the act of purchase through this new offering filled with progress and innovation. [...]

[...] This advertising targets large families who could be the present or future customers of new addicts seeking the latest technology or innovation. The purpose of this advertising is to promote the Toyota picnic and push the act of purchasing. The communication problem was: How Toyota will achieve its twin goals; cognitive and conative both while the competition is fierce and that Toyota is not necessary a leading brand in the French auto market. One can therefore say that the advertisement have the communication problem. [...]

[...] We can see in the left corner that the sky is pale blue. Below, an old school made of bricks (left the elementary school girls and right of the public school boys), pale orange color with a light reflecting effect on the bricks (the sun in fields outside Before this school there are children and their parents. Most children are held by the hand. Another element to the school, in the foreground, a metallic gray car, with doors and the trunk opens, facing right it is parked. [...]

[...] The hook is used to attract capital in the eyes of people seeing the ad and then put the car in connection therewith. Moreover, the black background refers to the color of the road. It is as if by a process of symmetry, the car pictured above was represented by lower symmetry with two words that speak volumes about the car already, to enable better understanding of advertising. In the last part we will explain what was the ad trying to focus; simplicity, originality and effectiveness? [...]

doc