StudentShare solutions
Triangle menu

Marketing in Luxury Cars - Case Study Example

Nobody downloaded yet
The ad has a creative bent helped by the tag "Engineered Mischief" which shows the car driving along and in the process casting a shadow shaped like a pitchfork. The advertising copy reads: "Born with a silver pitchfork in its mouth."
In terms of consumer behavior, the focus of the Porsche Cayman print ad is targeted on persons who have a heavy substance and style. The Porsche Cayman cars are known for quality and performance advantage over most American-made cars. This constant superior car performance of the Porsche Cayman puts a high premium on these brands of cars. The Porsche Cayman wants to reinforce their sophisticated, high-class image by advertising and promotion that is highly focused on persons with status and privilege.
In terms of over-all strategy, the marketing of this car is directed to the wealthy businessmen and executives as shown by the ad copy. The ad is directed to both the young and mature businessmen and executives as shown by the visual image of the devil's pitchfork which connotes great excitement, fun, breaking the barriers and adventure for the targeted market. The distribution of the car is handled by well-trained dealers.
The print ads that the being introduced, each focusing on one of the pillars of the campaign. The print ads appear in magazines, including Time, Newsweek, Fortune, Real Simple, and Architectural Digest.
The ad cites the economic impact: it focuses on Toyota's new plant in San Antonio, Texas, which directly employs 2,000 people and adds thousands of other new jobs to the area. The headline reads: "Can a pickup give 2,000 people a lift Why not"
The ad cites a strong environmental commitment: it presents Toyota's aspirations for zero emission vehicles and zero waste in its plants. The headline reads: "Can you have an impact by making none at all Why not"
The ad stresses social responsibility: it highlights Toyota's Driving Expectations Program, which teaches valuable defensive driving skills to teens and their parents. The headline reads: "Can the most important safety feature in a car be a teen driver Why not The ad campaign has a "vision" The text of the ad reads:
Two words that are filled with possibilities.
They can turn a challenge into an opportunity.
An obstacle into an inspiration.
It's a question we ask ourselves at Toyota every day.
Because we're continuously looking for new ways to
improve what we do. By asking tough questions.
Can we make a car that has zero emissions
Can we improve the economy of a community
Can we enrich the lives of people around us
Why not

Toyota Lexus focused on market research to determine why a particular consumer segment loses interest in one vehicle while maintaining interest in another. Toyota Lexus acts to unplug that bottleneck by presenting a special options package to car buyers at an early stage of consideration or by staging invitation-only test-drives for new models. Brands that become familiar to people early in their lives are more likely to be purchased by them when they first buy cars.
Toyota Lexus targets high-potential segments. It uses market segmentation for the Lexus branding effort. Japanese carmakers are leaders of targeting. The Lexus team started with the styles, needs, and values--identified through consumer research--that motivated ...Show more


Marketing and advertising promotions influence car buyers in many different ways. Product placements, "buzz" campaigns, and sponsored and independent Web sites influence buyers at different points in the purchase process. Marketers adopt something like the just-in-time approach that is best practice…
Author : yjohnson
Marketing in Luxury Cars essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Marketing in Luxury Cars"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Ford Develops a Strategy for Competitive Advantage
Case 2.2: Ford Develops a Strategy for Competitive Advantage Case Summary The case discusses the trajectory of Ford Corporation right after the global recession of 2008. Ford implemented a new plan called “The Way Forward.” This plan involved a long term strategic change as well as short term moves to stabilize the finances of Ford Corporation.
7 pages (1750 words) Case Study
Marketing Luxury Brands: The Case of True Religion Apparel, Inc
Luxury brands have usually been linked to the central competences of premium pricing, high quality, craftsmanship, creativity, innovation, and exclusivity, all of which are embodied by the True Religion brand. These product features provide consumers the gratification of not merely owning posh accessories or clothing but the additional psychological satisfactions like a feeling of prestige and high self-confidence that prove to themselves and to others that they are a member of an elite group who can afford these expensive products.
3 pages (750 words) Case Study
BMW Cars in US Car Industry
The company has offset some of the losses in the US and Western European by exporting cars to emerging markets where growth still continues at rapid rate. BMW has effectively tapped demand for smaller fuel efficient vehicles that has demand in the market.
7 pages (1750 words) Case Study
Consumer Attitude Moulding
No consumer would just go to a showroom look at a car and buy it without going through a thought process. Cars are not low involvement products; therefore action cannot come before the thought process. A customer will not just go and buy the car and then evaluate its positive and negative characteristics, here the attitude hierarchy would be cognitive then affect, how the consumer feels or first chose emotional then rational, you will not act on it before you go through a cognitive and emotional process (Foxall, 2002).
6 pages (1500 words) Case Study
Hybrid Cars
One of the most important developments that there has been is that of the creation of hybrid cars. The need for better cars has naturally created a more important development as to how cars are produced for public appreciation and use. For this reason, I particularly chose to write about hybrid cars and how they directly affect the lives of the people living in the human society of modern developments and innovation.
5 pages (1250 words) Case Study
Marketing Management Case Study
To analyse the value proposition of Ford Mondeo and Toyota Prius while making an objective comparison between the two brands and the cars and then to find out whether there has been any value migration in context of one car. 4Ps of Marketing - In the 1960s Professor Jerome McCarthy came up with concept of marketing mix which consisted of the came to be known as 4Ps of marketing.
16 pages (4000 words) Case Study
Buyer Behaviour Case Study
Traditionally the market for the luxury brands was considered to be for the ones between the age of 30 and 50 but now younger people are entering the market (Cheong & Phau, 2003). The need for materialism and appearance is not limited to the wealthy consumers but also covers the less-well off young consumers that have a desire for fashion brands.
7 pages (1750 words) Case Study
Bugatti (Veyron) Marketing
xclusive product which has the highest level of engineering technology under the bonnet In terms of the consumer’s needs or wants, the Veyron plays on an emotional level rather than a from a perspective of meeting a any other need or want. It does satisfy the need for an
5 pages (1250 words) Case Study
The concept has now changed and luxury brands today are being bought by more and more consumers. For many years the luxury brands market enjoyed an exclusive position and
12 pages (3000 words) Case Study
Marketing Luxury Goods to Chinese
The price should also be favorable before the goods are imported into Chinese markets due to the increased import duties and taxes. Favorable prices will ensure more Chinese customers despite the import duties. It will also attract middle income earners
2 pages (500 words) Case Study
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Let us find you another Case Study on topic Marketing in Luxury Cars for FREE!
Contact us:
Contact Us Now
  • About StudentShare

  • Testimonials

  • FAQ

  • Blog

  • Free Essays
  • New Essays
  • Essays

  • The Newest Essay Topics
Join us:
Contact Us