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 the product
Because of Prius is a high involvement product which is more expensive and associated with high risk, consumers would desire more information to decide purchase or not (MKT201 Lecture notes, Sem.3, 2008, P.101). Therefore, Toyota should provide more detail for the Prius such as the safety system, styles, price, guarantee and retail stores. • Stage in the product life cycle
Toyota is in the maturity stage which means there are many competitors in the market. The promotion objective is persuading. Therefore, the company has to be aggressive to persuade customer to buy the car. They also need to use some promotion skill to increase the demand of Prius. • Stages in the consumer adoption process
Due to the persuading objective of Toyota they will use evaluation and trail in the adoption process. Toyota will need to show the advantage of Prius to the competitor to win customers interest to Prius. • Combination of Push and Pull Strategy
Toyota would use the combination of push and pull strategy. Toyota is using some intermediaries to sale their cars. Push strategy is to direct to the channel member in order to encourage to stock their cars and also put their car in a better location. Toyota may offer discount to the...