Toyota adopts targeted marketing approach
Posted by MattE on 04 Jun 2007 at 10:26 am | Tagged as: Marketing, SMS
Toyota is adopting an innovative marketing strategy for the first time to drive its 2007 Corolla sales in India.
Moving away from the broad-spectrum approach of TV and print advertising, Toyota is looking at marketing the product through Internet marketing, direct mailers and an SMS campaign to target a focused target audience.
Toyota will set up a micro-website (www.corollalimited.com) to attract focused target segments.
The company will use extensive advertising across over 20 prominent websites to drive traffic to the microsite. A back end operation has also been setup to ensure that the enquiries coming through the Internet are linked to relevant dealerships to close the sales.
The low cost strategy may just work in India where the sales target is just 300 units.
