Thesis Title     

The Analysis of Creative Advertising Strategy of Toyota Soluna from 1996-1999

By           

Gritsanaporn Prasitwisate

Degrees sought

Master of Arts in Communication Arts

Department     

Marketing Communication

Thesis advisor

Asst. Prof. Suwattana Vonggapan

Thesis Co-advisor

Pradit Choompolsathien

Academic year

2000

ISBN               

974-487-011-7

ABTRACT

The objective of this research is to analyze the concept, strategy and method used in creative advertising for marketing communication of Toyota Soluna from 1996 to 1999. Basically, this is a qualitative research, using content analysis of 2 major sources of document. namely. the brochures prepared by the company of publicity purposes and other advertising media distributed during the years 1996 through 1999.

The finding for the research is as follows. Two dominant concepts are used in creating advertising strategy tor Toyota Soluna from 1996 to 1999. namely.

1. Unique Selling Point (USP) by Rosser Reeves. This concept places and emphasis on the search for pertinent characteristics of the product of service. the use or uniqueness of the product or service which attracts the attention of the purchaser and serves as the motive for purchasing. From the study,  it is found that this concept was applied from 1996 to 1997 during which time a brand new product was introduced to the market (New Toyota Soluna). It was used in 1999 when there was a major development of the product (Soluna S-Generation). Hence, it is necessary to create an awareness of the brand as well as the newly improved quality in the customers.

2. Brand Image by David Ogilvy. According to this Concept, at the time when thcrc is a great deal of competition in the market and rival products are numeroUS, the difterencc among the products is hardly noticeable. Hence, an emphasis on brand image Should help customers to recall the product and develop a positive attitude towards it. This concept was applied in. 1998 when the automobile market was highly competitive. Emphasis on the distinction in terms of quality and capacity of the product could not be efficiently applied because rival companies all turned out similar kinds of product. Therefore, the most effective strategy for marketing communication is the use of brand image. Besides. that year, Toyota Soluna suffered from a serious problem concerning its brand image. i.e. it was regarded as a cheap car used by government officials only. The" Brand Image" strategy was thus applied in order to solve the problem. All advertising of Toyota Soluna featured descendants of celebrities as presenters with the aim to upgrade the product and add more credibility to it. This concept was notably used in 1999 when there was a major development of the product, i.e. Soluna S-Generation. That year. both concepts were applied to advertising strategy. The unique Setting Point CUSP) strategy emphasized the qualities which differentiated Toyota Soluna from other cars, such as GOA Safety Structure, safety air bag, remote key system, automatic electric window rails etc. The Brand Image strategy stressed the point about Toyota Soluna being the car for a new generation of teenagers who love challenge and excitement. Liveliness. modernity al1d challenge thus became the brand image of the product.

Moreover, it is also found that in cre:1tive :1dvertising strategy. it is necessary to study the need of customers that may change through time. The approach must be consistently adjusted in such a way that it can reach out to the target group with utmost efficiency.