Toyota Matrix Marketing Plan

[Baltovibe]

Came across this link about the marketing plans of the Toyota Matrix ...http://ads.augustana.edu/toyotamatrixplan.pdfI found it interesting. For instance, the intended marketing group is youths (20-30 year olds), but seems the average buyer is a 45 year old female.It compares the Matrix to the Vibe ("Lacks Toyota name, and perceived higher pricing").It targets 4 audience segments (strangely, it appears African-Americans are not targeted).Has commercial shots, billboards, and other advertising methods and means.It is a rather large PDF file, packed with all sorts of advertising stuff I never dreamed of. Enjoy!

[Baltovibe]

Noticed something else in this writeup ... the commercial where the girl with wet hair uses the AC socket to run a hair dryer!Hmmm ... wonder if my 1500 watt hair dryer will work in that socket?

[DarkCancerian]

I stay with the quote that perfectly explains the Vibe, "Toyota Quality, American Style."

[GMJAP]

Quote, originally posted by Baltovibe »Noticed something else in this writeup ... the commercial where the girl with wet hair uses the AC socket to run a hair dryer!Hmmm ... wonder if my 1500 watt hair dryer will work in that socket?Yeah, I was wondering about that too! It must be a long trip to the restaurant to use a 100W hair dryer.

[jake75]

Don't see the "link" in your post.

[Sputnik]

Its right under the second line of text.

[soldierguy]

hmmm...I don't really fit any of their target demographic groups, but I guess that's a good thing because I'd just throw off their analysis if I bought a Matrix.And by the way, NONE of the ads in the marketing plan appealed to me. They all looked kinda cheesy. The ones that I disliked the least were the one with the girl drying her hair in the car (stupid, but could be funny), and the one where it looks like the guy is going to propose to the girl (again, stupid but could be funny with the right execution in the commercial).But the strange thing is that even though I know they are the same car under the skin, the Vibe comes off to me as being a little more mature (like someone who is 28...the Matrix makes me think of someone who is 19), more outdoorsy (especially the two-tone ones), and more playful and friendly. I like them both, but the attitude that the Vibe gives off suits me better.

[ColonelPanic]

That was some cheesy marketing indeed! I skimmed over it, but couldn't bring myself to read the thing in its entirety. What's up with the "perceived higher pricing?" thing, I wonder? Sure, Matrix is cheaper, but we get more stuff standard (and better rebates.) So, if anything, it all works out the same in the end, right?And, absolutely, I also see the Matrix as being much "younger" than the Vibe...Quote »more outdoorsy (especially the two-tone ones)Oh yeah... I love the way my Neptune two-tone looks out in the great outdoors... I've taken countless pics of my car, but most taken out there in an urban setting just don't look right to me. OTOH, get the thing out in a wooded or rural area, and to me, that's where it looks like it belongs. On the flip side, the Matrix probably wouldn't look so hot out in the woods to me, IMHO.

[ragingfish]

I have to say, that is one of the WORST marketing plans I've ever seen assembled by a bunch of college students...In one part, they note how Toyota dealers know so little about the car they sell...Ironic, isn't it, that the authors of this report know just as little?A hairdryer in the outlet? Please.

[GMJAP]

When I priced out fairly equally equipped vehicles, the MSRP of the vibe was about $1500 to $2000 higher. Of course with rebates and everything I think i came out ahead.Which is why I think it's "perceived" and not just 'higher pricing.'

[soldierguy]

I would agree. Buyers of American-branded cars have come to expect rebates and that dealers will knock a chunk of change off the price during negotiating. Rebates and wiggle room at the dealer can and do happen with import brands, but there seems to be less money taken off the price. I mean, when was the last time Honda offered $2500 rebates on an Accord?I'd be really interested to compare the marketing plan for the Vibe against the Matrix to see how the demographics stack up.Just did a quick search on the net and came up with this article on Ward's Auto from March. http://wardsauto.com/ar/auto_vibe_sales_slide/ Interesting to note the fact that one-third of Vibe sales are to people 34 and under and are "conquest" sales...people who haven't bought Pontiac before. I guess I'm sort of in that group...I'm 37 but I'm a "conquest." But the story also says that Pontiac was supposed to launch an ad campaign during the NCAA tournaments and that they were considering launching ads targeting hispanics...I'm not hispanic and didn't watch the NCAA tournament. Hmmm...I wonder if Pontiac wants me to buy a Vibe since I don't seem to fit the target audience...LOL!

[jake75]

Quote, originally posted by Baltovibe »Came across this link about the marketing plans of the Toyota Matrix ...http://ads.augustana.edu/toyotamatrixplan.pdfI found it interesting. For instance, the intended marketing group is youths (20-30 year olds), but seems the average buyer is a 45 year old female.It compares the Matrix to the Vibe ("Lacks Toyota name, and perceived higher pricing").It targets 4 audience segments (strangely, it appears African-Americans are not targeted).Has commercial shots, billboards, and other advertising methods and means.It is a rather large PDF file, packed with all sorts of advertising stuff I never dreamed of. Enjoy!Link does not show up when I view - but it is in this "quote". Must be that we're getting close to Halloween.

[jake75]

Interesting - it doesn't show up in the final post - at least for me!

[Baltovibe]

Hi, Jake75 -Not sure why the link is not appearing for you. I tried it on 3 different browsers (IE, Netscape, FireFox) and it shows up fine.The only other thing I can come up with is that the link color that you chose in the browser matches the background color of the forum message, thus making it invisible.I am new here and inexperienced, so if I did do something wrong in placing the link, somebody please let me know. Thanks!

[jake75]

I was able to cut and paste from the "Quote" that was in the message window but I too am unable to understand why it is not appearing otherwise. Did you see the link int he quiote that was part of my message? Some things about computeres and the internet are just mysteries.